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CompGear, based out of Chicago, makes sporting goods and related apparel for baseball, soccer, football, tennis and golf. While most of the design is completed in Chicago, manufacturing takes place in China. Over 80% of their sales occur in the United States, with the remaining 20% going to Europe. They primarily sell online and through department stores and sporting goods stores.
The VP of Marketing is advocating a shift in strategy. To promote CompGear, she wants to recruit soccer stars in Europe and baseball and football players in the United States. She also wants to relocate some of the design and sales team to England. She believes this move could drastically increase sales with little to no increase in costs.
Which strategic position in the integration-responsiveness framework is the VP advocating for? Justify your response.
Describe the two primary costs the VP might be overlooking in pursuing this new strategy.
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