USA companies with strong marketing, including a clear USA-made identity, held up better against Chinese imports, according to Texas A&M research announced on June 9, 2025.
The findings
- Dr. Nandini Ramani of Texas A&M’s Mays Business School studied 7,197 observations across 822 publicly listed USA companies. The study appeared in the Journal of Marketing.
- It looked at the “China Shock,” the surge in Chinese imports after China won permanent normal trade relations in 2000.
- Firms with more powerful marketing departments better protected their revenue growth.
- Strategic differentiation also helped, such as stressing quality and safety or promoting a USA-made identity. So did strong customer relationships.
“Firms with more powerful marketing departments are better able to protect revenue growth against import competition.”
Dr. Nandini Ramani, Texas A&M
Why it matters for Made in USA
The study suggests USA origin is worth promoting as part of a broader value message, alongside quality, service and total cost of ownership. Ramani told firms not to rely only on tariffs or subsidies. Any origin claim still has to meet the FTC’s standard to be a lasting advantage.
FAQ
Who did the study?
Dr. Nandini Ramani, assistant professor of marketing at Texas A&M’s Mays Business School.
What data did it use?
7,197 observations across 822 publicly listed USA companies.
What helped firms most?
Powerful marketing departments, strategic differentiation such as a USA-made identity, and strong customer relationships.
Source & credit
Source: Texas A&M Stories, June 9, 2025: “How U.S. Companies Can Fight Back Against Import Competition”, by Lesley Henton.