This is the question:A small Canadian firm that has developed some valuable new medical products using its unique biotechnology know-how is trying to decide how best to serve the European Community market. Its choices are given below. The cost of investment in manufacturing facilities will be a major one for the Canadian firm, but it is not outside its reach. If these are the firm's only options, which one would you advise it to choose? Why?

Option 1: Manufacture the product at home and let foreign sales agents handle marketing.

Option 2: Manufacture the products at home but set up a wholly owned subsidiary in Europe to handle marketing.

Option 3: Enter into a strategic alliance with a large European pharmaceutical firm. The product would be manufactured in Europe by a 50/50 joint venture, and marketed by the European firm.

 

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I would choose option 2: Manufacture the products at home but set up a wholly owned subsidiary in Europe to handle marketing. The reason I think option 2 is best for them is because their technology is new and only they have the unique biotechnology know how to create this product. If they enter into a strategic alliance with another firm, they risk losing the secrecy of their technology and creating a new competitor who is bigger than they are and may knock them out of the competition. I also go against option 1 because they know their product best and they know how they need to educate and market the product to people who don't know about it. Although they will be spending more money on selling the products themselves, it prevents possible competitors and the manufacturing back home and exporting of the product saves them money until they may eventually grow and be able to open new manufacturing plants in new markets.

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Status NEW Posted 03 May 2017 02:05 AM My Price 7.00

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