Ulrich Hiemenz - The Competitive Strength of European, Japanese, and U.S. Suppliers on ASEAN Markets

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Kieler Studien Institut fur Weltwirtschaft an der Universitt Kiel

Herausgegeben von Herbert Giersch

Ulrich Hiemenz Rolf J. Langhammer et al.

The Competitive Strength of European, Japanese and US Suppliers on ASEAN Markets

Authors:
Jamuna P. Agarwal, Martin Gro, Ulrich Hiemenz, Friedrich von Kirchbach, Rolf J. Langhammer

First published 1987 by Westview Press

Published 2019 by Routledge
52 Vanderbilt Avenue, New York, NY 10017
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Routledge is an imprint of the Taylor & Francis Group, an informa business

Institut fr Weltwirtschaft an der Universitt Kiel J. C. B. Mohr (Paul Siebeck) Tbingen 1987 Alle Rechte vorbehalten

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Notice:
Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

CIP-Kurztitelaufnahme der Deutschen Bibliothek
The competitive strength of European, Japanese and
US suppliers on ASEAN markets/Ulrich Hiemenz...
Tbingen: Mohr, 1987.
(Kieler Studien; 211)
ISBN 3-16-345283-3 brosch.
ISBN 3-16-345284-1 Gewebe
NE: Hiemenz, Ulrich [Mitverf.]; GT

ISBN 13: 978-0-367-29099-3 (hbk)

Contents

Guide

• ASEAN Association of Southeast Asian Nations
• BIAC Business and Industry Advisory Committee to OECD
• BMWi Bundesministerium fr Wirtschaft
• BMZ Bundesministerium fur wirtschaftliche Zusammenarbeit
• BTN Brussels Tariff Nomenclature
• cif cost, insurance, freight
• CIME Committee on International Investment and Multinational Enterprises
• COCOM Coordinating Committee for East-West Trade Policy Dept. Department
• EC European Communities
• ECE UN Economic Commission for Europe
• EEC European Economic Community
• EFTA European Free Trade Association
• EMS European Monetary System
• ESCAP UN Economic and Social Commission for Asia and the Pacific
• EUROSTAT Statistical Office of the European Communities
• FDI Foreign Direct Investment
• fob free on board
• GATT General Agreement on Tariffs and Trade
• GDP Gross Domestic Product
• GDR German Democratic Republic
• GNP Gross National Product
• IDE Institute for Developing Economies
• IMF International Monetary Fund
• LDCs Less Developed Countries
• LLDCs Least Developed Countries
• MFA Multi-Fibre Agreement
• MITI Ministry of International Trade and Industry (Japan)
• MOFA Majority-Owned Foreign Affiliate
• NICs Newly Industrializing Countries
• ODA Overseas Development Assistance
• OECD Organisation for Economic Co-operation and Development
• OECF Overseas Economic Cooperation Fund (Japan)
• OPIC Overseas Private Investment Corporation
• RCA Revealed Comparative Advantage
• SITC Standard International Trade Classification
• UK United Kingdom
• US United States
• US AID US Agency for International Development
• USSR Soviet Union
• UN United Nations
• UNCTAD UN Conference on Trade and Development
• UNCTC UN Centre of Transnational Corporations

This study evaluates micro- and macroeconomic determinants for the export performance of European suppliers to the markets of the Association of Southeast Asian Nations (ASEAN). By comparing marketing strategies and the respective economic environment of suppliers from Europe, Japan, and the US - the major exporters to the ASEAN region an attempt is made to trace the causes for the declining export market shares of European companies and to suggest appropriate policy measures to reverse this trend, which has continued since the early 1970s.

Large parts of the study focus on the role of foreign direct investment in export expansion. To establish a reliable data bank on investment patterns of multinational companies in ASEAN countries would not have been possible without the selfless support of many staff members of the Deutsche Bundesbank, the U.S. Department of Commerce, the research unit of the Japanese Ministry of Finance, the Institute of Developing Economies and the Japan Economic Research Center (both in Tokyo), the Ministry of Commerce in Thailand, the Indonesian Central Bank, and the Commission of the European Communities. The authors also wish to acknowledge the helpful suggestions and comments made on certain parts of the present study by a large number of academic economists from the ASEAN region and by researchers from the Australian National University, the Asian Development Bank, the East-West Center in Hawaii, and the Centre for European Policy Studies in Brussels. Last, but not least, there have been numerous helpful discussions with colleagues in the Institute.

The analysis presented in this volume is the outcome of a research project which was carried out with the financial support of the VW Foundation. The project was supervised by Ulrich Hiemenz, who also prepared the final manuscript of this study together with Rolf J. Langhammer. All the authors are staff members of the Kiel Institute of World Economics except for Friedrich von Kirchbach, who joined the research team as an outside expert.

The extensive empirical work documented in this volume was coordinated by Martin Gro with the efficient help of Ange la Husfeld and Michaela Rank. Margot Mller was responsible for the careful typing of the final manuscript and Bernhard Klein and Sibylle Ruhnke meticulously edited the text for publication.

The Authors

Kiel, August 1987

Since the early 1980s, there has been, a continuing debate about the competitiveness of West German and, more generally, European suppliers of manufactured goods on world markets. Food for this debate has been provided by declining shares of European manufactured exports in world exports of manufactures which have been observed since the late 1970s, Views differ with respect to the causes for this decline. Some analysts argue [e.g. Giersch, 1985; Donges, Glismann, 1987] that delayed adjustment to a changing international environment has preserved old industries and retarded the expansion of new industries thus weakening the competitiveness of the manufacturing sector as a whole. Others such as representatives of industrial associations regard high trade surpluses of major European countries and the sustained top position of, e.g., West Germany in the hit list of the leading exporters of manufactured goods as clear indications of the competitive strength of European industries. To them, declining European shares in world manufactured exports are merely an arithmetical consequence of the emergence of new participants in world export markets, in particular the Newly Industrializing Countries (NICs).

The subsequent analysis contributes to this debate by assessing the competitive position of European suppliers in the fast growing markets of the Association of Southeast Asian Nations (ASEAN) and by tracing major determinants for the weak performance of European companies in those markets. The focal point of this analysis is not the improvement of bilateral trade relations. Success or failure in individual regional markets do not necessarily depend on the international competitiveness of suppliers from other countries, but may simply reflect differences in export composition or natural advantages of geographical proximity. If, however, a weak performance in individual regional markets is not a singular case but rather a symptom and can be identified as an early-warning indicator for an impending general loss of international competitiveness as will be argued below - an analysis of export determinants in these markets may provide valuable insight into the causes for eroding competitiveness and suggest appropriate measures at the firm and macro level to reverse this trend.

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