Sept 25, 2002
Global: The Rising Risks to "Soft-Power" US Multinationals
Global: New Oil Games
Asia Pacific: Higher Oil Prices Could Worsen Deflation
Europe - All: Balanced Budget Backdown
Global: The Rising Risks to "Soft-Power" US Multinationals
Joe Quinlan & Rebecca McCaughrin (New York)
The consensus on Wall Street appears to be that a war with Iraq will be concluded swiftly and not destabilize the market. The underlying assumption is that the Republican Guard will be no match for US military forces. The conflict will cause a temporary spike in world oil prices, although crude prices are expected to fall as quickly as they rise, and decline thereafter on the prospect of more oil being pumped from Iraq. A decisive US victory, meanwhile, will buoy US consumer confidence and remove the fog of uncertainty hanging over the financial markets, fostering a more constructive climate for US investors. If only it were that simple.
Missing from the current debate is the shift in US foreign policy, with a preference for "hard power" over "soft power." The former is about exercising power through force and is consistent with Washington’s new foreign policy that includes, among other things, a greater willingness to launch pre-emptive military strikes against perceived dangers. The new doctrine marks the end of such Cold War principles as containment and deterrence. It also subordinates -- to a degree -- America’s so-called "soft power," a term popularized by Harvard’s Joseph Nye, which refers to the spread of American values and culture.
Soft power is manifested in the global spread of well-known American brands and the proliferation of other such (mostly consumer goods) firms that generate a significant share of their revenue abroad. By contrast, hard-power companies include US aerospace and defense firms. Not surprisingly, a warlike atmosphere and a US foreign policy that emphasizes hard power are generally bullish for the US defense industry.
Less understood by investors is the risk of a global backlash against soft-power US multinationals. The key risk, in our opinion, is that "regime change" in Iraq is viewed by the rest of the world as the ultimate unilateral act of a nation intent on dominating the world. In the end, America’s new foreign policy muscle could foster even more global animosity toward the US. Global resentment toward America is already at a high water mark, with US protectionist trade policies, Middle East politics, the war on terrorism, and America’s uncooperative stance on other multilateral issues, like global climate talks, engendering ill will toward the US. In Latin America, anti-US sentiment has been fanned by barriers on US steel imports and other trade restrictions, in addition to Argentina’s meltdown and the role, perceived or otherwise, of the US. Across the Atlantic, US-European relations are near or at an all-time low. Anti-Americanism played a role in the most recent German elections, adding more fuel to the fire. In Asia, there is a growing sense of unease over America’s newfound military might.
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http://www.morganstanley.com/GEFdata/digests/20020925-wed.html