Are Iranian Consumers Poised to Buy American in a Hostile Bilateral Environment

Case Analysis

The current bilateral relations between the United States and Iran is full of intense political and military tensions surrounding the nuclear program in Iran. Open hostility between the two governments has recently spilled over into the national, regional and global forums. Despite this turbulence, the Iranian consumer is actively engaged in the global market, the purchase of goods from all over the world. Our research currently Iranian consumer attitudes about the import and purchase of foreign-mad … Read more »

The current bilateral relations between the United States and Iran is full of intense political and military tensions surrounding the nuclear program in Iran. Open hostility between the two governments has recently spilled over into the national, regional and global forums. Despite this turbulence, the Iranian consumer is actively engaged in the global market, the purchase of goods from all over the world. Our research currently Iranian attitudes of consumers towards the import and purchase foreign-made products, with a special focus on American-made products. Our 2006 survey of 902 Iranian consumers out that the Iranians are very open, but not exclusively, produced in the purchase of foreign and American-made products. We also found the bilateral political-military tension or hostility between the Iranian and American governments has not transferred to the Iranian consumers. The Iranian consumer openness to foreign-made (including American-made) goods for consumers hostility-towards connected the United States of Iranian consumers, provides an opportunity for American and Western multinational enterprises to actively compete for and Iran with the consumers in the Iranian market.
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from
Mahmood Bahaee,
Michael J. Pisani
Source: Business Horizons
10 pages.
Release Date: 15, May 2009. Prod #: BH326-PDF-ENG
Are Iranian consumers poised to “buy American” in a hostile environment Bilateral? HBR case solution