5. You are the international manager of a U.S. business that has just
developed a revolutionary new personal computer that can perform the
same functions as existing PCs but costs only half as much to
manufacture. Several patents protect the unique design of this computer.
Your CEO has asked you to formulate a recommendation for how to
expand into Western Europe. Your options are (a) to export from the
(b) to license a European firm to manufacture and market
the computer in Europe, or
(c) to set up a wholly owned subsidiary in
Europe. Evaluate the pros and cons of each alternative, and suggest a
course of action to your CEO.