Global Neighbors: Poor Relations

Czinkota, Michael R.
March 1994
Marketing Management;Spring94, Vol. 2 Issue 4, p46
U.S.-Japanese trade relations hover dangerously close to disaster. Because both sides have lofty expectations, bilateral negotiations now under way to resolve trade conflicts may create even more friction. World harmony is fragile, with high stakes for both marketers and consumers in global collaboration. The new acerbic relationship between the United States and Japan can be traced to the demise of the Soviet empire. The commonality of purpose is waning as new competitive pressures mount. Yet, economic urgency in those regions can replace political enmity as the catalyst for improved U.S.-Japanese relations. Multilateral trade negotiations can foster new market and employment opportunities, develop new sources of supply, and deflect emerging market calamities.


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