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This part of a case series. The case series takes a close look at the expansion strategy of Lingo Media, a small Canadian firm in the highly-regulated Chinese educational publishing market. The (A) case addresses fundamental issues surrounding the strategy process. If, for example, the Chinese market has turned out to be a mixed bag for foreign publishing companies, how should Michael Kraft, a rather entrepreneurial CEO, evaluate his company's chances of success, and then go about deciding upon the appropriate market entry strategy? How attractive is the market really, and does the firm have the right partner to succeed? Is there a viable business model, and what are the risks?