Abstract
According to the case, what are the reasons why the company was not willing to internationalize?
Grieve was not ready to internationalize because of three major reasons:
- The first was about the nature of its product. Exporting industrial ovens and furnaces all over the world has a cost. Grieve's view point was simple they thought that the shipping costs could be to important compared with the price of their products. Moreover their price could not be competitive with others local companies by consequences they pushed themselves out of the market.
- The second was a doubt concerning their chance of success abroad. The company "knew they lacked the resources needed to support a successful export program". The big issue was to know if it was a good strategy to expand their organization whereas they had enough work in their local market.
