This dissertation explores and analyses the effects removal of trade barriers has on a company which has operated in a protected environment for a very long time. Due to the removal of trade barriers, the company which has never been faced with the need to compete is now subject to fierce international competition.

This dissertation focuses on the possible strategic alternatives the company may have to cope with a sudden increase of international competition and with the implementation of a change process. The theoretical framework upon which the analysis is based on is influenced by strategic management literature.