Laurence Maher, Executive Vice President of Encyclopaedia Britannica International, leaned back in his chair as another staff meeting concluded in his office at Britannica Centre on Chicago’s Michigan Avenue. “Another meeting,” he thought, “and still no proposal concerning a marketing strategy for the division in Europe now that the European Economic Community was established, the Berlin wall had fallen, Communism appeared doomed, and the Soviet Union had disintegrated.” The major points of disagreement among the staff were assessing the level of opportunity in these new markets and determining the best marketing strategy to use to enter them.

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