Caron Furniture Ltee (Revised)

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Case

Reference no. 9A99M025

Subject category: Strategy and General Management

Authors: Anthony Goerzen (Smith School of Business, Queen's University); Paul W Beamish (Ivey Business School, Western University); Jonathan Calof (Ivey Business School, Western University)

Published by: Ivey Publishing

Originally published in: 1999

Version: 2000-02-11

Length: 15 pages

Data source: Field research

Topics: Exports; Trade; Location strategy; Business policy

Share a link: https://casecent.re/p/15263

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Abstract

The president of a Quebec-based producer of wood office furniture was assessing the company''s future US export strategy. Two options were being considered: (1) continue with a combination of company salesforce and manufacturers'' representatives; or (2) increase direct investment in showrooms and company sales staff. If the second option was chosen, decisions would be required on both the level of investment and the geographic focus. There is a French version available ''9A99MF25''.

Location:

Canada, USA

Industry:

Furniture and fixtures

Size:

Medium

Other setting(s):

1997