The survey was conducted among 1,800 business executives between 2005 and 2008. More than 1,300 respondents were U.S. b-to-b marketers, and nearly 500 identified themselves as business buyers of U.S. brands who work overseas.
The survey found that 87% of U.S. marketers and 93% of overseas buyers agreed that U.S. foreign policy has had an adverse impact on the perception of U.S. brands.
Furthermore, while 90% of U.S. business marketers foresee a continuation of business as usual overseas, 19% of overseas buyers said they plan to replace U.S. brands with non-U.S. items.
Of those that plan to drop U.S. brands, 32% said U.S. foreign policy is directly responsible for the change.
“What’s disturbing is the gap in perception that U.S. and non-U.S. respondents have of the future of brand relationships” said Gordon Hochhalter, managing partner at Mobium. He said personal relationships appear to be the stabilizing force in maintaining international business relationships.
The full survey results are available at http://mobium.com/community/survey.