Katherine Martin, owner and president of Katie’s Kakes, an English manufacturer of fresh and pre-packaged cakes and other sweet baked goods, sat in her office with several of her colleagues discussing the future of the company. She had read recently that English products were gaining momentum in Central and Eastern Europe, especially those products which were English in origin and which played on the image and traditions of England. However, her colleagues had poor international language skills and the company was limited financially.
Katie’s Kakes
by: John Branch
Publication Date: August 18, 2008
Length: 2 pages
Product ID#: 1-428-710
Core Disciplines: Marketing/Sales
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Description
Teaching Objectives
After reading and discussing the material, students should:
- Compare and contrast internationalization modes.
- Understand when exporting is not the best solution for a small manufacturer.