The Post-9/11 Resilience of American Brands

Since September 11, some U.S.-based multinational corporations have pulled representatives out of countries where anti-American sentiment runs high and are adopting a low profile. A sound strategy? Probably not. In this article on the Strategy+Business Web site, HBS professors John Quelch and Douglas Holt argue against overreaction. "Strong public opposition to American foreign policy doesn't necessarily affect consumer choice. American companies should carefully weigh the costs and benefits of abdicating the ‘American-ness' of their brands," the pair write. In an eleven-country survey, Quelch and Holt found that top American names such as Nike and Coca-Cola are seen foremost as global, not American, brands. "These findings suggest that American multinationals have exaggerated beliefs about how anti-American sentiment is affecting consumer choice, and, therefore, that the current retrenchment is unwise." And with Muslims expected to account for 30 percent of the world's population in eleven years, American MNCs can't afford not to participate in Islamic countries. Site registration may be required.