Manufacture the product at home and let foreign sales agents handle marketing. Manufacture the products at home and set up a wholly owned subsidiary in Europe to handle marketing. Enter into a strategic alliance with a large European pharmaceutical firm. The product would be manufactured in Europe by the 50–50 joint venture and marketed by the European firm.

Managerial Economics: A Problem Solving Approach
5th Edition
ISBN:9781337106665
Author:Luke M. Froeb, Brian T. McCann, Michael R. Ward, Mike Shor
Publisher:Luke M. Froeb, Brian T. McCann, Michael R. Ward, Mike Shor
Chapter16: Bargaining
Section: Chapter Questions
Problem 16.5IP
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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 Union. 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?

  • Manufacture the product at home and let foreign sales agents handle marketing.
  • Manufacture the products at home and set up a wholly owned subsidiary in Europe to handle marketing.
  • Enter into a strategic alliance with a large European pharmaceutical firm. The product would be manufactured in Europe by the 50–50 joint venture and marketed by the European firm.

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