In 1991, Sussex Enterprises Company Limited of Taichung, Taiwan started manufacturing and distributing a new chainless, shaft-drive transmission for bicycles. Sussex developed the transmission as a replacement for the traditional chain/deacute;railleur system which had dominated the bicycle market for more than 100 years. It hoped to enter the U.S. market, where demand for bicycles was growing. However, its understanding of American bicycle consumers was limited - it knew little about consumer bicycling habits, and even less about the psychological, sociological, and other dimensions which influenced the purchase of bicycles. Consequently, this marketing mini-case case, which focuses on the concept of internationalization, asks students to design a consumer research strategy for Sussex.