The path a company takes will tell what results it achieves. This therefore requires that thorough market investigations and research be conducted to minimize errors that can cost the life of the company (Ketler 2007). Failed International Marketing Strategies On the other hand, in the business world failure is as popular as success. It cannot be left untouched when preaching success. A company can fail for many reasons. Once again, marketing takes center stage. Bad marketing strategies compared to good ones will lead to negative feedback (Czinkotta et al, 2007). Over the years international marketing hasn't been that easy, it's not easy now either. A lot of evidence is needed to develop good strategies that can market a company's products abroad since customers in most cases do not like to try products they have never encountered (Ketler 2007).a. Poor market