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Generation Xers in Japan continue to draw increasing attention not only because they constitute a promising segment for many products and services but also because they are expected to play a critical role in shaping their country’s political and economic relations with other countries. This paper examines their attitudes toward US products, businesses, and government. It also examines their behavioral intentions and their expectations of their government in terms of managing American business involvement in Japan. Findings and implications are presented.

Most consumers can buy products from various countries, including their own. Some prefer local products; others prefer the superior quality, price, or image of foreign products. This study aims to investigate the strength of these preferences and their effects on consumers' evaluations of, and intentions to buy, foreign products.

With a sample of 571 Thai consumers, this study measures consumer ethnocentrism (CET), a general attitude, and country‐specific attitudes toward three product categories (cars, radios, and pens) with American brand associations.

Thai consumers' evaluations of US products vary at different levels of consumer ethnocentrism and country‐specific attitudes.

Although it extends existing research into a less developed country setting, this study still relies on data from a single country.

Managers of both local and foreign brands can make use of these findings to position their offerings appropriately in Thailand.

This study extends the use of the CET concept to a less developed country and confirms prior results obtained in developed nations. In addition, it considers the joint effects of country‐specific and general attitudes in combination.

Briefly reviews previous literature by the author before presenting an original 12 step system integration protocol designed to ensure the success of companies or countries in their efforts to develop and market new products. Looks at the issues from different strategic levels such as corporate, international, military and economic. Presents 31 case studies, including the success of Japan in microchips to the failure of Xerox to sell its invention of the Alto personal computer 3 years before Apple: from the success in DNA and Superconductor research to the success of Sunbeam in inventing and marketing food processors: and from the daring invention and production of atomic energy for survival to the successes of sewing machine inventor Howe in co‐operating on patents to compete in markets. Includes 306 questions and answers in order to qualify concepts introduced.

Describes an effort to explore the relationship between objective measures of product quality and country of origin. Consumers Union ratings of automobile maintenance performance are used as objective quality measures. Effects were examined when considering three different functions: location of headquarters, origin of parts and place of assembly. Price‐quality relationships were estimated and compared. Finally, a subjective measure of automobiles (owner satisfaction) was compared with the objective measure, across all cases and by country of origin. Results revealed objective quality comparisons differed. Both the price‐objective quality relationships and differences in objective versus subjective quality ratings varied between foreign and US vehicles. Examining the objective quality – country of origin relationship via different country of origin measures offers marketers insight in understanding the basis for apparent preferences found in some perceptual studies.

Examines Japanese attitudes and behavioral intentions toward US products, firms, and government. Findings indicate that, although Japanese consumers do not regard US products as better than competing Japanese products, they still tend to purchase them. Furthermore, they want their government to keep an eye on US businesses, but not to set limits on market share and investments or restrict repatriation of profits. The respondents were open to the idea of Japanese scientists and firms sharing their technology with US firms. Presents the strategic implications of these findings.

American cultural influence is evident throughout the world to varying degrees. The purpose of this paper is to examine factors that influence the extent to which a particular country adopts elements of American culture. Factors related to information, ideas, technology, goods, and capital as well as cultural proximity are used to explain the degree of Americanization a country exhibits.

A conceptual framework is developed that looks at culture, Americanization and the related construct of internationalization. The extent of consumption of products related to American culture in a sample of 23 Organization for Economic Cooperation and Development countries was examined. These included the number of McDonald's per capita, amount spent on US filmed entertainment, including television, and imports from the USA.

Cultural proximity to the USA was found to be associated with a greater degree of Americanization as evidenced by more McDonald's per capita and greater consumption of filmed entertainment from the USA. A country's openness to trade, as indicated by exports, foreign direct investment, and tourism, negatively influenced consumption of filmed entertainment. A country's progressiveness was weakly related to the number of McDonald's. None of the independent variables influenced imports from the USA.

The role of cultural proximity in fostering the adoption of products with cultural content suggests that it may be useful, along with other factors, in identifying attractive markets. Further, while this study focused on the spread of American culture, the fundamental process underlying the spread of other cultures should be similar.

The paper is unique in that it attempts to look analytically at surrogates of American influence in other countries, rather than rely on anecdotal accounts. It uses measures that may have broader applicability and lays the foundation for additional inquiries.

US firms must improve their ability to respond to Japanese competition when marketing in Asian markets such as Korea. Previous studies of import purchasing have focused primarily on foreign buyers′ perceptions of exporting countries′ products and associated marketing mix components. Examines the relative importance of these product offer variables in conjunction with a set of non‐marketing‐mix‐related exporter characteristic variables in import purchasing decisions. An examination of the perceptions and purchasing activities of 190 members of the Korean Foreign Trade Association demonstrated the importance of exporter characteristic variables in explaining import purchasing decisions. US exporters′ weaknesses in cultural awareness, negotiation style and reputation, indicate possible directions for efforts in improving marketing relationships.

In response to the popularity of multinational products with limited information on countries of origins, this study aims to explore factors influencing consumers' perceived prices for multinational products.

The study performed a 2 (COP)×2 (COM) within‐subjects randomized experimental research, using the USA and China as the countries of parts (COP) and the countries of manufacturing (COM) for cotton apparel. A total of 77 US consumers participated. Hierarchical multiple regression analyses were performed.

Consumers' income level was important for perceived prices on apparel products made in the USA and/or of US cotton. Expertise was also important for higher pricing of apparel made in the USA of US cotton, while familiarity with COO labeling laws negatively affected perceived prices when apparel was made in China. Perceived sustainability had the largest impact on consumers' perceived prices for apparel made in the USA of Chinese cotton.

The study used a limited sample size and the data were collected through experimental studies. Generalization must be done with caution.

Apparel businesses may want to declare COP, if this country could provide cues to high quality, high price, or excellent design. Apparel businesses that would like to promote US products may want to target those who have a high sense of self‐efficacy and educate consumers with COO labeling rules and regulations.

The findings offer significant factors affecting consumers' perceived price on multinationl products, providing business practice recommendations surrounding COP and COM.

The main purpose of this research is to empirically test how animosity, religiosity, and ethnocentrism interact to affect judgment about US products and purchase action of consumers in a progressive Islamic country like Malaysia. There are many studies that have been conducted in conservative Islamic countries such as Iran, Jordan, Morocco, Pakistan and Saudi Arabia.

The product chosen for this research is US fast food restaurants. A questionnaire was constructed and responses were obtained from 410 Malaysian consumers from different ethnic backgrounds. The authors tested the framework using structural equation modeling (SEM).

Based on the test results, the authors conclude the following significant relationships: animosity on purchase action of consumers, ethnocentric tendencies on animosity of consumers, religiosity on ethnocentric tendencies of consumers, religiosity on animosity of consumers, ethnocentric tendencies of consumers on judgment of foreign product, foreign product judgment of consumers on purchase action, and animosity and ethnocentrism play mediating roles.

The current study adds significantly to the body of knowledge on consumer behavior, especially the roles of animosity, religiosity, and ethnocentrism. The findings can help marketing managers to formulate appropriate strategies when consumers decide to boycott US products.

Through empirical analysis of Sino-US solar photovoltaic (PV) trade, this paper aims to evaluate the complementarity of Sino-US solar PV trade by adopting trade combination degree (TCD) index, export similarity index (SI) and trade complementarity index (TCI). It also explores the role of trade disputes over Sino-US solar PV trade between China and the USA and important factors affecting the complementarity of the trade.

Based on the comparative advantage theory, this paper selects the TCD, export SI and TCI to evaluate the complementarity of Sino-US solar PV trade comprehensively. Among them, TCD and SI can directly reflect the degree of cooperation and competition of Sino-US solar PV trade. Finally, the authors further analyze the decisive factors affecting the complementarity of Sino-US PV trade by entropy weight method and multiple linear regression analysis on the influencing factors of TCI.

The solar PV trade between China and the USA still has a close relationship, and there is solar PV trade cooperation and competition between the two countries. The factors affecting the complementarity of Sino-US solar PV trade are mainly exchange rate levels rather than trade disputes between China and the USA. The solar PV trade policies of China and the USA will have a great negative impact on the global supply chain of solar PV products. The major solar PV products in China and the USA have a clear division in the global supply chain and still have a strong trade complementarity.

This paper conducts an empirical analysis of the Sino-US solar PV trade rather than a policy discussion. This research has important practical significance for the healthy and sustainable development of solar PV trade for both countries. It can also provide references to the current trade disputes between China and the USA in a broader sense.