Ivana, a young woman from Serbia studying in the U.S. on a student visa, resides among a significant and growing Serbian community in the Mid-South. Eastern European Clothing Company (EECC) located in Belgrade makes finely woven sweaters loved by Serbian citizens and has identified a growing trend by U.S. tourists to the area and nearby Croatia who are increasingly purchasing these and other desired items from the company’s retail store in Belgrade. The company wants to take advantage of these trends so it can begin to enter other international markets, so it has its eye on starting in the Memphis and surrounding area’s Serbian community which has similar market trends to those it has observed so far.