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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 cost 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 United States, (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.
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Please read the case and answer the questions at the end. Please respond to two of your peers. Do you agree or disagree?
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