GVL is set to create new paradigms on business creation via an action research based “Live Case” approach. A live case study involves researchers and students to work with an organization (in this case, a growth venture) to solve a real business problem. The key to this approach is realism. Students and researchers have regular meetings with real companies, with real products, real competitors in real markets. The students/researchers learn the art of growing growth ventures through active participation and produce research results that enhance academia's understanding of business creation.