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Based in Charlotte, North Carolina, American Colonial Heritage, Inc (ACH) was a top-ten US furniture manufacturer focused on the upper end of the indoor home furniture market. Alexandra Jones, who had earned her MBA a few years prior, worked on the International Expansion Team. Two years after American Colonial Heritage (ACH) decided to begin exporting furniture to Switzerland, the company had to decide if it was advisable to expand operations there. Initially, selling to a distributor in Zurich had been a fairly good arrangement for ACH, and the business had grown since the first shipment in March 2007. However, the distributor in Switzerland had repeatedly insisted that ACH was missing a big opportunity to establish itself more securely in the market. The case follows how Jones assessed the opportunity in Switzerland as well as what she considered in developing a recommendation. Note: The company, the characters, and the quotations in this case, unless otherwise stated, are fictional and were created by its authors. No reference is intended to any person.