You have been hired to pursue international marketing for a small manufacturing firm. The owner, who is reaching retirement age, does not like to take on risky business ventures. Her son, though, likes to take risks; he feels it's a good way to earn a greater return. What entry strategy would the owner want to pursue, and what entry strategy would the son want to pursue? How might you resolve the differences?
What will be an ideal response?
The owner would prefer exporting as the least risky, while the son would tend toward direct investment. The student should be aware that a firm could begin at the exporting level as a sort of "test" before moving toward riskier and more profitable ventures.
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