Title: "Factors influencing foreign firm performance in the U.S. market"
             Author: Shipchandler, Zoher E.; Moore, James S.
             Publication: University of New Haven
             Date: January 2000. Vol. 18, Issue 1. Page:62-68
             The purpose of this particular article is to discuss the role of various strategic marketing decisions within the financial performance of foreign firms in U.S. markets. Marketing strategy variables that have shown a significant relationship with market share or profitability in the U.S. are the mode of entry, perceived product benefits, price, and R&D expenditures. For example, R&D and the introduction of locally designed products would enable a foreign firm to better serve the needs of its American customers. However, the large size of U.S. markets makes multiple strategies competitively more effective. A competitive or low price strategy disrupts existing relationships between customers and suppliers. It encourages customers to try new suppliers. Research concludes that foreign firms have a common goal of enhanced profitability, which is apparently based upon superior product and/or process technology and not on a low price strategy. It also suggests that foreign-ba!
             sed firms in the U.S. emphasize research and development and technological superiority rather than low price.
             In recent years, the United States has been the largest recipient of foreign direct investment in the world. Investments in manufacturing, either by building new facilities or by buying existing facilities, account for a sizable share of foreign investment.
             Certain marketing variables, such as Research and Development can be the success or failure of a firm, regardless of ownership. R&D not only allows firms to better serve their American customers, it also enables them to keep up with the speed of technological innovation. Research of the industry can also let you keep an eye on the competition, which is ess
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