During the fall of 1990, “Zestwear, Inc.,” a well‐known U.S. apparel manufacturer decided to develop a strategy to enter the European market with existing product lines. The firm knew there was a steady European demand for its products because it received hundreds of calls a year from distributors and retailers who wanted to place orders for its classic, functional clothes. The process of responding to what were usually small orders was becoming unwieldy. The firm knew it would have to devise a strategic approach for full‐scale entry into the European market if it were to profitably serve these potential customers. The prospects of Europe becoming a Single Market in the Nineties also enhanced the firm's interest.
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