As noted by Baack, Harris, and Baack (2012), company orientation refers to where a company is centred, where else it is located, and what division exists between ‘central’ and ‘local’ talent. Our company orientation is polycentric—we believe that each country should have its own operation, with great autonomy. Each national office will be responsible for not only the promotion of the product, but also its production. We believe this is essential not only for providing efficient, consistent access to the product, but also to support local health, science, and engineering companies. As a non-profit, the firm easily covers its operating costs from reasonable licensing fees, and given our interest in providing the maximum social benefit, rather than maximizing profit, we believe this polycentric organisational structure is best. Moreover, this growth mission will help the firm effectively navigate the complex legal and regulatory challenges that come with marketing a medicine internationally. The London office will have some additional organisational and advisory responsibilities, but will not be considered ‘above’ the other nations’ offices. The main reason for this slightly hierarchical modification to a truly polycentric structure is simply that the greatest concentration of market knowledge is currently at the London office, where the product was originally developed, but we expect this effect to fade over time. As mentioned previously, while much of the market research will primarily be done in-house, given the difficult scientific nature of the task for such a product, the actual advertising (and related research on acceptability of advertising appeals) will be outsourced.