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International marketing requires a high degree of flexibility. This means approaching markets individually by knowing the languages and traditions.�
On the other hand, for European companies the US market is difficult because of the geographical size of the country and the huge distances between important marketplaces. Also, the differences in business culture are a major obstacle. Europeans respond often too slowly to changing demand and requirements. It is difficult for them to operate in a society that is much more service oriented than their own. Therefore, the learning curve is very long without professional help. European companies have often retreated from the US market after several years of fruitless investing. Others, who got qualified assistance, are extremely successful. The elements of an integrated marketing program should be carefully selected. Defining the target market, along with the vendor selection factors, is an important first step. Next, it is imperative to find the right business partners and/or personnel to establish a distributorship, an office or a new company. The�Missing Link�will find you the right partners. The Missing Link specializes in technology transfer and has particular expertise in commercializing new developments. With over 30 years of intense technical involvement in anticipating and endorsing the evolution of new technology, and with business connections in many countries, The Missing Link will help you evaluate a new product, forecast market impact, assess the competition and find the people who will sell it. |
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