A European company that buys computing equipment from a Japanese manufacturer and then installs and services that equipment is looking to expand internationally. It is a relatively small company with limited resources. The company has some proprietary technology that it wants to protect and is concerned about losing this competitive advantage. The company has been told about 5 modes of entry that it can consider; Direct Exporting; Licensing; Indirect Exporting; Wholly Owned Subsidiary; Franchising. Explain each one in terms of advantages and disadvantages in the context of this company. Which are the more relevant options for this company and why?

A European company that buys computing equipment from a Japanese manufacturer and then installs and services that equipment is looking to expand internationally. It is a relatively small company with limited resources. The company has some proprietary technology that it wants to protect and is concerned about losing this competitive advantage. The company has been told about 5 modes of entry that it can consider; Direct Exporting; Licensing; Indirect Exporting; Wholly Owned Subsidiary; Franchising. Explain each one in terms of advantages and disadvantages in the context of this company. Which are the more relevant options for this company and why?