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The Canadian firm is deciding how to best serve the European market for its new medical products. It has the options of manufacturing at home and using foreign agents, manufacturing at home and setting up a subsidiary in Europe, or forming a 50-50 joint venture with a European pharmaceutical firm. Considering the pros and cons, forming a strategic alliance could allow the company to expand into new markets, improve products, and gain a competitive advantage, but it also risks cultural clashes, expense imbal

Author

stella hallare

Language

EN