Discussion:
A small Canadian company in pharmaceuticals has developed a new drug and is considering selling it to the European Union market. The company is considering the following options:
a) Manufacture the product at home and let foreign agents handle marketing and sales
b) Manufacture the product at home and set up a wholly owned subsidiary in Europe to handle marketing and sales
c) Enter an alliance with a major European pharmaceutical firm. The product will be manufactured in Europe by the 50/50 joint venture and marketed by the European firm.
List all the information you would need to know before deciding which option is the best.