In the Reaching beyond Our Borders box, Debra Wexler, an online diamond jewelry dealer, found a unique way to market her diamond products to consumers around the globe, her marketing strategy is to:

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Debra Wexler's marketing strategy is to conduct online chats 24-hrs a day as part of a social marketing campaign. This allows her to reach consumers around the globe regardless of their time zone and provides a platform for direct communication and marketing of her diamond products. Sending sales representatives to trade conferences around the world may be effective, but it is more costly and time-consuming. Offering the lowest prices based on the lowest priced global currency may work in the short-term, but it would not necessarily create a sustainable competitive advantage. Appealing to the wealthiest one-percent of individuals in the global market may limit her target audience and potentially exclude potential customers who are interested in her products but may not fall within that demographic.

In the Reaching Beyond Our Borders Box, Debra Wexler, an Online