The president of a Quebec-based producer of wood office furniture was assessing the company's future U.S. export strategy. Two options were being considered: continue with a combination of company salesforce and manufacturers' representatives or increase direct investment in showrooms and company sales staff. If the second option was chosen, decisions would be required on both the level of investment and the geographic focus.

Teaching note for product 9A89G005.

The international marketing manager of Sterling reviews his options for selling their newly-developed embosser in the United Kingdom. Possibilities exist for licensing, exporting, joint ventures and acquisitions. In addition, the product is attracting attention from dealers around the world. Sterling requires an international expansion strategy in terms of which markets to enter, speed of entry and choice of mode.