That said, such as investment would in all likelihood be considerably less than $1.5 million and offer lower risk than a greenfield European expansion. If Duncan focuses on Europe, they will either cede control to Bar Maisse or they will stretch their organizational capabilities. AU.S. expansion can be run from Lachine. The return on investment in Europe is not as good as it will likely be in the United States because of the heavy infrastructure development. Moreover, there will be higher marketing costs associated with the different countries, languages and distributors in Europe. Also, a greenfield...

Moreover, Duncan knows little about the European market. They are simply not in a position in terms of knowledge to bet the company on a European expansion.
Recommendation

It is recommended that Duncan Industries increase its marketing presence in North America, setting aside the European market for the time being, by investing in their own U.S. sales office and marketing beyond their current niche.