3. What would you do now if you were Mr. Fisher? Central Steel Door Corporation has been in business for about 20 years, successfully selling a line of steel industrialgrade doors, as well as the hardware and fittings required for them.129 Focusing mostly in the United States and Canada, the company had gradually increased its presence from the New York City area, first into New England and then down the Atlantic Coast, then through the Midwest and West, and finally into Canada. The company s basic expansion strategy was always the same: Choose an area, open a distribution center, hire a regional sales manager, and then let that regional sales manager help staff the distribution center and hire local sales reps.

Unfortunately, the company s traditional success in finding sales help has not extended to its overseas operations.

With the introduction of the new euro European currency in 2002, Mel Fisher, president of Central Steel Door, decided to expand his company abroad, into Europe.

However, the expansion has not gone smoothly at all.