InnovationCo was founded in the second half of the nineteenth century in Germany. It produces fast moving consumer goods (FMCGs) and offers several thousand products in a variety of internal markets. In the early twentieth century, the colnpany opened its own foreign affiliate in Switzerland. In order to expand exports InnovationCo established operations in a further seven European countries before the Second World War. In the 1950s, production plants were founded in several countries in Europe, South America and Africa and the company started to sell in Asia. Overtime, production was increasingly located abroad and the firm became more and more international to the extent of having two thirds of staff located outside Germany at the turn of the millennium.