Abstract
Waterford Wedgwood Crystal Company is the leader in luxury crystal and ceramics, represented in more than 80 countries worldwide. It produces handcrafted crystal, lamps, giftware and tableware and has the largest variety of products in the market. It is also well-known for manufacturing trophies and designing the Waterford Crystal New Year's Eve Ball at Times Square in New York. Today, Waterford Crystal is being sold in 90 countries. As with other international companies, the internationalization of Waterford stems from the recognition of a need to reduce the dependency on a single market and to mitigate the currency exposure risk of the group, with the ultimate objective of enhancing long-term sales growth and profits. Before its move into Asia, Waterford's key markets only comprised of Ireland and the United States.
