4.  A small Canadian firm that has developed some valuable new medical
products using its unique biotechnology know how is trying to decided
how best to serve the European Community market.  Its choices are.
a.   Manufacture the product at home and let foreign sales agents handle marketing.
b.  Manufacture the products at home and set up a wholly owned
subsidiary in Europe to handle marketing.
c.   Enter into an alliance with a large European pharmaceutical firm.
 The product would be manufactured in Europe by the 50/50 joint
venture and marketed by the European firm.
The cost of investment in manufacturing facilities will be a major one
of the Canadian firm, but it is not outside the reach.  If these are
the firm?s only options, which one would you advise it to choose? Why?