ABSTRACT
In August 2020, Dereck Foster, Managing Director of the leading retailer in automotive accessories on the small Caribbean island of Barbados, sat contemplating the strategy to take Automotive Art into the Chinese market. The goal of Automotive Art was to introduce Glasurit technology into the Barbadian market. Bringing the new technology to the Caribbean meant that Automotive Art revolutionised how the automotive paint industry in the island operated. In August 2020, Dereck Foster, Managing Director of the leading retailer in automotive accessories on the small Caribbean island of Barbados, sat contemplating the strategy to take Automotive Art into the Chinese market. Moreover, 2020 presented the new challenge of the global COVID-19 pandemic, which had the potential to affect the venture into China. However, Automotive Art had never backed away from a challenge, and the Managing Director of some thirty years was adamant that it never would.
