Doing business in global markets can be tricky,but the
benefits that come from overseas successjustify much of the risk.
That’s what Electra BicycleCompany’s founders discovered after
theirbusiness’s growth suddenly halted. Throughoutthe early 2000s,
many bicycle manufacturers concentratedon producing mountain and
speed bikeswhile discontinuing casual models. BennoBazigerand
JeanoErforth of Electra didn’t follow the fad,though, choosing
instead to stick with cool,upright bikes perfect for cruising city
streets.
The company thrived for years thanks to theirunique “comfort
bikes.” However, major competitorslike Schwinn eventually...