Anti-American sentiment poses a challenge to companies seeking to export to some regions of the world, most notably parts of Asia and the Middle East. At the same time, segments within those regions keenly identify with U.S. urban youth culture—the world of hip-hop and rap. Research I conducted among Chinese undergraduates suggests that this identification may mitigate hostility toward the United States and increase people’s willingness to buy American brands—good news for companies interested in extending their global reach.
A version of this article appeared in the March 2014 issue of Harvard Business Review.
