Since he was five years old, rhett tenna struggled with poor eyesight. he suffered through all the names that went along with wearing eyeglasses for most of his young life. rhett eventually switched from traditional eyeglasses to contacts, but he always wondered why glasses were considered to be "ugly" and not fashionable. after graduation from college, rhett set out on a lifelong goal: to make eyewear synonymous with high fashion. he opened a specialty store called "the eyes have it." his marketing plan was to remove the social stigma of wearing glasses, and replace it with a sense of flair and high fashion. from the day he opened his first store, rhett's plan met with resounding success. today, "the eyes have it" has grown from that single outlet to a medium-sized company with dozens of stores located in six states, and a manufacturing plant that turns out designer frames. a recent internal audit, however, suggested a problem that rhett had not anticipated. the study indicated that the u. s. market is just about saturated and growth of "the eyes have it" stores will be very limited. the audit concerned rhett until he recognized an untapped market existed overseas. if people all over the world have the same problem, the global market opportunities are fantastic! all in favor of going global say: "the eyes have it"! although he is confident of success, rhett is concerned that social, cultural and economic differences in other nations may create some problems. he believes he should adapt his approach to these differences rather than trying to force the "american way" on foreign consumers. rhett's attitude suggests that he wants to avoid a(n) approach to business.