dw.com
US Companies Adjust Strategies Amid Shifting US-Germany Relations
Amid strained US-Germany relations, American companies are adapting their strategies in Germany, with some emphasizing their German production and local partnerships to counter negative perceptions.
- How are US companies responding to the decline in US popularity in Germany?
- Some US companies, facing decreased popularity in Germany due to negative perceptions of US politics, are highlighting their local production and contributions to the German economy. For example, Coca-Cola launched a "Made in Germany" campaign, while McDonald's emphasizes its use of German ingredients and its role as a major employer.
- What specific examples illustrate how US companies are attempting to improve their image in Germany?
- Coca-Cola's "Made in Germany" campaign showcases German employees and highlights the company's long history in the country. McDonald's, in contrast, focuses on its sourcing of 65% of its ingredients from Germany, including 100% for certain products like pork, beef, and eggs.
- What are the potential long-term implications of this shift in strategy for US companies operating in Germany?
- The effectiveness of these strategies remains uncertain. While emphasizing local production may improve public perception, the success depends on consumer attitudes and the broader political climate. A continued decline in US popularity could necessitate more significant adjustments in corporate strategies.
Cognitive Concepts
Framing Bias
The article presents a balanced view of US companies' relationship with Germany, showcasing both positive historical examples (Max Schmeling, Henry Maske) and current challenges due to negative perceptions of US politics. However, the framing subtly emphasizes the negative aspects by devoting more space to the recent boycotts and Coca-Cola's 'Made in Germany' campaign, potentially leaving the reader with a more negative overall impression.
Language Bias
The language is largely neutral, although the descriptions of Tesla and Elon Musk lean towards negative ('unbeliebtesten Menschen weltweit', 'verrückt geworden ist'). The use of words like 'Stigma' and 'Gütesiegel' when discussing 'Made in Germany' subtly influences the reader's perception. The phrase 'schlechtes Karma' (bad karma) is figuratively used but still carries a negative connotation.
Bias by Omission
The article omits discussion of potential positive contributions of US companies to the German economy beyond employment and investment in agriculture, such as technological advancements or innovations. It also lacks a broader analysis of public opinion in Germany towards US companies to contextualize the reported boycotts and the Coca-Cola campaign.
False Dichotomy
The article doesn't explicitly present false dichotomies, but it implicitly suggests a binary between positive historical relations and current negative perceptions, neglecting the complex and nuanced nature of the relationship between US companies and Germany.
Gender Bias
The article mentions several men (Max Schmeling, Henry Maske, Elon Musk) and only names female Coca-Cola employees in the 'Made in Germany' campaign. While this doesn't necessarily indicate bias, more balanced gender representation in examples would strengthen the analysis.
Sustainable Development Goals
The article discusses the increasing consumer awareness and the impact of boycotts on US brands. This directly relates to responsible consumption, where consumers are making purchasing decisions based on ethical and political considerations, influencing corporate behavior and promoting sustainable practices. The examples of Tesla and Coca-Cola's responses to consumer pressure highlight this. The "Made in Germany" campaigns by some US companies demonstrate a response to consumer preference for locally sourced or produced goods, aligning with responsible consumption and production patterns.