Assessing the Shift in Global Market Share of US Multinationals

Abstract

Based on the US Department of Commerce′s survey data of US direct investment abroad for 1977 and 1985, this study examines the shift in global market share of US multinational manufacturing firms for the 1977‐1985 period. Consolidated global market shares of US multinationals for 26 industries are estimated for 1977 and 1985. The shift in their global market share is analysed from a perspective of three alternative, if not independent, strategic thrusts: namely, home market orientation, export orientation, and foreign production orientation. Contrary to the commonly stated claim that the competitiveness of US manufacturing firms has been declining, findings of this study indicate that, on average, US manufacturing multinationals have maintained global market share on a consolidated basis fairly well.

Citation

Kotabe, M. (1989), "Assessing the Shift in Global Market Share of US Multinationals", International Marketing Review, Vol. 6 No. 5. https://doi.org/10.1108/EUM0000000001521