Partners or competitors? Tru2View's options in the U.S. market

Abstract

Some companies begin in New Zealand and extend their reach; some are 'born global'. The costs of maintaining market presence in other countries are often under-estimated, however, and developing and implementing distribution channels and marketing structures are vital to success for many smaller firms. Includes questions for discussion. NOTE: This case is also available as a teaching case from the University of Auckland Business Case Centre, Case number: UA-2008-012