In September 1990, Mark Curtis, president of Curtis Automotive Hoist (CAH), had just finished reading a feasibility report on entering the European market in 1991. CAH manufactured surface automotive hoists, a product used by garages, service stations, and other repair shops to lift cars for servicing, Pierre Gagnon, outlines the opportunities in the European Economic Community and the entry options available.
Mr. Curtis was not sure if CAH was ready for this move. While the company had been successful in expanding sales into the U.S. market, Mr. Curtis wondered if this success could be repeated in Europe. He thought that with more effort, sales could be increased in the United States. On the other hand, there were some positive aspects to the European idea. He began reviewing the information in preparation for the meeting the following day with Mr. Gagnon.