The travel technology company DSC Plus (DCS) has achieved successful growth as a pure export start-up since its founding in 2002 in Bucharest, Romania. However, the company is facing various strategic and organizational challenges in the establishment of its first operation abroad. The company’s chief executive officer (CEO) and founder Cristian Dinca is about to visit DCS’s first international office in Dubai, United Arab Emirates. The one-year-old subsidiary is responsible for marketing, sales, and customer support in the Middle Eastern region. However, the DCS operation in this new market has experienced performance problems and managerial issues from the start, leading to major changes in the local management team. Dinca is currently planning the opening of two new DCS subsidiaries in Sao Paulo, Brazil, and Singapore. However, he wants to avoid problems that are similar to those incurred in Dubai. As he lands in Dubai, Dinca id reflecting on the DCS approach to internationalization for the overall organization, as well as how to manage a subsidiary. He has invited you to help him to this end.. As an expert in strategic management, What global and international strategies (motives, choice of location, international strategies and modes of entry) can you suggest to Dinca? Why?
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