The case describes the history of a SME that initially was operating only in Spain and had expanded providing service throughout the world. The case also allows us to understand which reasons were decisive kick-start the internationalization of the company. Two elements appear to explain the success of ACE. First, the very intensive use of computer tools and the internet from its origins and second, hiring of on-demand staff. These elements allowed a great reduction of costs and offered a wide variety of consulting services with a Lean Company structure.
Even so, ACE, the company that became a worldwide reference in the provision of technical assistance services that works in more than 80 countries in all continents, has strategic dilemmas for the future; in particular, the case questions the models of growth and expansion in new markets.