DOMESTIC MANUFACTURING REVIVAL: BRANDING STRATEGIES IN COMPANIES RE-SHORING PRODUCTION UNDER THE TRUMP ADMINISTRATION POLICIES OF AMERICA-FIRST.
Abstract
This re-shoring manufacturing to the U.S. as a part of the Trump administration's America-First policy has completely changed the corporate branding and marketing strategies, especially with the focus on job creation and the Made in America brand. This paper assesses the deep-seated impacts of re-shoring on the corporate brand and postulates the re-shoring exercise to be a clear cue of the strategic repositioning, which is being earnestly appreciated by investors. It details the effect of the America-First agenda on corporate decision-making, the market-based valuation, and the general economic impact of these changes in the supply chains.
References
1. Creery, Mary, and Joseph M. Dery. “Representations of the Working Class in Trump-Era Advertising.” Democratic Communiqué 29, no. 1 (2020): Article 5. https://openpublishing.library.umass.edu/democratic-communique/article/id/302/.
2. De Kluyver, Cornelis A. A Primer on Corporate Governance. 2nd ed. New York: Business Expert Press, 2013.
3. Gipper, Brandon, J.T. Lee, and Nan Jia. “Return to the United States: Impact of Reshoring Announcements and Reshoring Risks on Market Valuation.” Management Science 69, no. 10 (October 2023): 5749–70. https://doi.org/10.1287/mnsc.2022.00599.
4. Handfield, Robert B., and Daniel J. Finkenstadt. “The Role of Supply Management in the ‘America First’ Era.” Journal of Purchasing and Supply Management 24, no. 3 (2018): 183–89.
5. Kim, Yong-Sik, Seung-Kuk Kim, and Seung-Jin Hong. “The Impact of Reshoring Decisions on Shareholder Wealth.” Journal of Purchasing & Supply Management 23, no. 4 (2017): 256–66.
6. Narayanan, Sriram, and Daekwan Kim. “Consumer Response to ‘Made in USA’ Claims: The Unintended Consequences of Country-of-Origin Information.” Journal of Marketing 80, no. 6 (2016): 102–18.
7. Stentoft, Jan, and Olav S. Mikkelsen. “From Financial to Performance and Behavioural Effects of Reshoring–A Systematic Literature Review.” Operations Management Research 13, no. 3-4 (2020): 133–48.
8. Tate, Wendy L. “Offshoring and Reshoring: Sourcing and Production Decisions.” Journal of Purchasing & Supply Management 20, no. 1 (2014): 1–3.
9. Temouri, Yama, and Anne-Gael Delis. “The Global Recession and the Shift to Re-shoring: Myth or Reality?” Journal of Business Research 75 (2017): 128–37.
10. Trump, Donald J. “Presidential Executive Order on Buy American and Hire American.” Executive Order 13788. Federal Register 82, no. 76 (April 21, 2017): 18837–39.
