In the shadow world of the arms trade there is one business model that outshines all others: selling arms to both sides in the same war. Ideally it works best when weapons you have sold to one side destroy weapons you have sold to the other. Thus if one side uses air-launched precision-guided missiles to destroy the other’s aircraft (or tanks, armoured personnel carriers or whatever), then it will need to buy replacement missiles, will need to have your people service its aircraft and, if it ‘wins’ the war it will most likely buy new planes from you as it rearms. The other side will need to replace the materiel destroyed, will want to upgrade its weapons and also buy in heavily for the next phase of the conflict.
All this is a matter of routine business and the results of a war will often be reflected in marketing afterwards. In 1982 the UK fought a short and bitter war with Argentina for control of the Falklands/Malvinas; in the months that followed military magazines carried full-page adverts for ship-based anti-aircraft missiles that had been successfully used to shoot down Argentine aircraft. The adverts were the same as those published before that war but for the words ‘combat proven’ stamped across them.
There was bitter irony in this when it was learned that one such missile, fired from a British Type 42 destroyer, had shot down a British army helicopter by mistake, killing all four people on board. To add to the bitterness, two Type 42s had also been sold by Britain to Argentina before the war.
