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The article ¡°Winging it in foreign markets¡± by Martin van Mesdag is chosen from Harvard Business Review 65 No. 1(Jan-Feb187). Most of the marketers take it for granted that phased internationalization and global marketing will be practicable, on the contrary, the shot-in-the-dark method proves to be the most successful and profitable.
From the article, we learn that there are three approaches available for marketers to promote some kind of product or service across national boundaries. Due to the existence of cultural differences which are the most important of all the constraints abroad, the ways of selling products of services vary from one country to another. It seems that food and drink are the most difficult to take global because of its low international convertibility .Phased internationalization works best with a single product in a particular market. Then, what is the shot-in-the-dark ? It means to sell a product that is already popular and well-known in the home market and to take it to the international market directly. In fact ,few products are designed for being global for marketers will have difficulty in finding proper names for international use. According to the author, the global marketing strategy which seems to be worthy of being praised is the toughest to carry out while the shot-in-the-dark has turned out to be the most successful. If a marketer choose the shot-in-the-dark which requires the least amount of imagination, time, and effort, it is still necessary for him to do some research and planning to ensure the profits.
No matter what kind of strategy a marketer implement, a wide knowledge-gathering program is indispensable which requires some skills including scanning, inferencing, propositioning .Believe it or not, the-shot-in-dark is the most successful. If you are a marketer seeking a useful approach to build a global strategy, just try it and you will be amazed to find how well it works!
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