The Challenges of International MarketingAbstractRegardless of the success of your company on a national scale, engaging in a successful venture outside your borders requires several critical elements that must be recognized and applied with great care treatment. One of these requirements would be to thoroughly research the cultural environment in which you wish to launch your product, no matter how popular and indispensable you think it may be. In the past, many domestic giants have hit a wall when introducing a foreign market or launching a new marketing campaign due to the cultural divide they encountered on the other side of their borders. Another way to avoid a flop in an international market is to carefully study this country's economic past, which may differ quite a bit from the one in which the company flourished. In addition to the above precautions, it would be advisable to ensure that your product will blend seamlessly with consumers' spending habits. Overall, meticulous market studies and patience often form the path to success on foreign soil. The challenges of international marketing Despite the fact that many of the most powerful markets on the planet operate on the capitalist principle of free trade. Despite the fact that Western Europe is now borderless within its borders and uses the same common currency. And despite the fact that the USSR's Iron Curtain fell more than ten years ago, the people of this world have never expressed their need to belong to a national identity as much as they do today. In response to international organized terrorism, mass media and political pressure, the average consumer today is looking for security, truth and a product tailored to his needs. A product that reflects the international society we live in today but also brings with it the cultural identity of the consumer who purchases it. Or at least bring one that may be compatible with it. An appropriate example of an international company tailoring its marketing campaign to the local population would be computer hardware and software manufacturer IBM. “IBM advertisements used in France feature IBM employees whose names and faces give the impression that they are Europeans hired by IBM to serve the needs of other Europeans” (Martin, quoted in the Journal of Language for International Business, 2005, 16(1 ) pp. 76-96). Only through this genuine effort to identify with local consumers has a company like IBM managed to successfully integrate into the market landscape..