Next month a large group ofBritish business people are going toAmerica on a venture which may generate export earnings for their companies’ shareholders in years to come.A、long list of sponsors will support the initiative, which will involve a ￡3-million media campaign and a fortnight of events and exhibitions. The ultimate goal is to persuade moreAmericans thatBritish companies have something to interest them. While there have been plenty of trade initiatives in the past, the difference this time round is that considerable thinking and planning have gone into trying to work out just what it is thatAmericans look for inBritish products. Instead of exclusively promoting the major corporations, this time there is more emphasis on supporting the smaller, more unusual, niche businesses. Fresh in the memories of all those concerned is the knowledge thatAmerica has been the end of many a large and apparently successful business. ForCarringtons, a retail group much respected byEuropean customers and investors,America turned out to be a commercial disaster and the belief that they could even show some of the greatAmerican stores a retailing trick or two was hopelessly over-optimistiC、 PollyBrown, another veryBritish brand that rode high for years on good profits and huge city confidence, also found that conqueringAmerica, in commercial and retailing terms, was not as easy as it had imagineD、When it positioned itself in the US as a niche, luxury brand, selling shirts that were priced at $40 in the UK for $125 in the States, the strategy seemed to work.But once its management decided it should take on the middle market, this success rapidly drained away. It was a disastrous mistake and the high cost of the failedAmerican expansion plans played a large role in its declining fortunes in the mid-nineties. Sarah Scott, managing director of Smythson, the upmarket stationer, has had to think long and hard about what it takes to succeed inAmerica and she takes it very seriously indeeD、"ManyBritish firms are quite patronizing about the US," she says. "They think that we’re so much more sophisticated than theAmericans. They obviously haven’t noticed Ralph Lauren, anAmerican who has been much more skilled at tapping into an idealizedEnglishness that anyEnglish company.Also, many companies don’t bother to study the market properly and think that because something’s successful in the UK, it’s bound to be successful over there. You have to look at what you can bring them that they haven’t already got. On the whole,American companies are brilliant at the mass, middle market and people who’ve tried to take them on at this level have found it very difficult. " This time round it is just possible that changing tastes are running inBritain’s favour. The enthusiasm for massive, centralized retail chains has decreaseD、People want things with some fort of individuality; they are fed up with the banal, middle-of-the-road taste thatAmerica does so well. They are now looking for the small, the precious, the ’real thing’, and this is precisely what many of the companies participating in the initiative do best. The writer suggests that business success inAmerica depends upon ______. A、adopting a moreAmerican approach to marketing B、persuading the mid-range consumer to pay for quality C、copying the strategies ofAmerican companies D、building a reputation as a supplier of unique goods
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