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While automakers are trying to stall legislation on higher fuel economy in Congress they are already planning large investments in engine systems that will raise fuel economy. Nardelli states Chrysler's three goals as boosting quality, improving fuel economy, and overseas presence. A $3 billion investment in engine systems is planned by Chrysler with the goal of improving fuel economy. Note that similiar investments are planned by the German companies and some of the new products are to be shown at the upcoming Frankfurt auto show. There the pressures for reducing auto emissions are building up with a strong environmental consciousness in Europe. Phil Murtaugh who headed GM's China operations before becoming Executive VP at Shanghai Automotive Industry recently will join Chrysler's team as head of Asian operations. He will stay in China and report to Michael Manley Executive VP of International Sales. Chrysler plans to export Chery cars made by Chery Automobile Company in China under its Dodge brand. Note that LaSorda and Press will both share the titles of President and vice chairman and split duties which will be a new arrangement being trued out by Cerberus....

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Don't let the current holiday season retail sales fool you as they have held up reasonably well. The impact of the mortgage and housing crisis will be felt in a delayed manner. It won't be till 2008 that the impact will really be felt. And the impact is expected to be lasting and deep, could take the rest of 2008, 2009 and into 2010 for this protracted tightening of credit. About $300-400 billion contraction in credit is expected when banks tighten their credit lending because of losses they are taking in the mortgage crisis. This will happen in an environment of falling house prices and consumers will not have access to the $340 billion in cash from home and mortgage equity financing that they took out in 2006, estimate of the Bureau of Economic Analysis. Auto, retail, apparel, and luxury items would be hit the most. On the jobs side not all the jobs will be lost in the USA. The USA imports about $740 billion in consumer goods and autos each year, which is one third of consumer spending excluding food and energy. The lower consumption in auto and apparel would affect exporters in Japan and China and South Korea. But Chinese exports have reached a point that they are causing trade tensions and a call for strengthening the yuan. An increase in American exports and lower imports could help bring down America's trade deficit. This could give China an opportunity to build its domestic market and markets in Asia and Europe so that it is not so dependent on the US market. For the US where the savings rate is near zero this is an opportunity for consumers to build their savings and reduce debt. Europe and India and the Middle East are expected to continue growth and China may see slower but continued growth in 2008 and 2009. In the US industries like aircraft and infrastructure promoting companies that sell to countries like Russia, India Brazil, the Middle East, and China will continue to grow. And because rates are still low large nonfinancial companies still have access to funds for expansion and capital investment. In a global economy the US consumer may be one part of a much larger picture. ...

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The benchmark price of U.S. crude oil dropped to $31.41 a barrel on January 11, 2016, as oil prices continued to drop sharply following a slowdown in China, appreciation in the U.S. dollar and no cuts in production from Saudi Arabia. Analysts expect a crisis for energy producers that is deeper than ones in 1986, and five plunges in oil price all the way back to 1970. With the oil prices at $30 and expected to drop below $30, the companies that took on a lot of debt have no choice but to keep up production. In the process many may find themselves in bankruptcy. Private equity with capital of $100 billion is likely to come in at this point to buy cheap assets without the debt, say analysts. U.S. banks energy portfolios are small, with Wells Fargo energy exposure only 2% for oil and gas loans in the third quarter of 2015, or about $17 billion. Loans that are rated "sub-standard. doubtful or loss," are projected at 15% of loans to energy producers, about $34.2 billion, in a biannaual review by banking regulators. The unusual aspect of this energy price slump is that production is not declining with falling prices- oil production in the U.S. was estimated by the government at 9.2 million barrels a day in Jan 2016- 1% higher than at the beginning of 2015 when prices were over $40 a barrel....

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Indian stocks are not immune to what is happening in China and what happens in any stock market bubble, which is that earnings are inflated by what companies earn through investments in the stock market which can be transitory. So the reading of stock price levels is deceiving for as soon as the transitory element disappears or is waning those levels vanish.

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This WSJ editorial is pessimistic about the prospects for Abenomics without the actions needed for structural economic reform. Japan is in a recession after two successive quarters of declining growth by the end of 2015. It gives credit to prime minister Abe for encouraging companies to add more independent directors to the boards and pushing for improving corporate governance, but finds other actions lacking. The low unemployment rate is seen as concealing the problem of two tier labor market with most of the recent job growth coming from temporary workers, and the total number of worked hours actually declining. The 30% decline in the yen has not boosted the economy as much as expected because it also means decline in consumer spending power, and Japanese companies continue to move jobs overseas. It cites a Nikkei poll showing only 25% of the Japanese public now see Abenomics as improving the condition of the economy. The declining growth in China is also playing a part in slowing growth in Japan, adding more headwinds for Abenomics in 2016....

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A partnership is formed between Dr. Reddy's and Glaxo focussed on emerging markets, excluding India. The products will be manufactured by Dr Reddy's and licensed and supplied by Glaxo in countries in Africa, the Middle East , Asia-Pacific and Latin America. In certain markets they will be co-marketed by the two companies. The deal gives Glaxo exclusive use of over 100 branded pharmaceuticals in areas like cardiovascular, diabetes, oncology, gastroenterology and pain management. Under the terms of the agreement the revenue results will be reported by Glaxo and shared between the two companies. This is part of Andrew Witty's strategy to take the expansion in emerging markets -especially in association with India- to a new level. Witty recently took over as CEO of Glaxo and is one of the younger drug executives at 43. Last month Glaxo acquired a 16% stake in South Africa's Aspen Pharmacare's Holdings Ltd. in a deal that expanded an existing partnership. Glaxo agreed in June 2009 to a deal with Shenzen Neptunus Interlong Bio-Technique Co. to make influenza vaccines for China....

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Analysts say the second phase of building China's strategic petroleum reserve will begin in the first half of 2011. This addition is expected to be for 168 million barrels, adding to the 100 million barrels in the reserve. China International Capital Corporation, a Beijing investment bank, says this stocking up and the rising inventories at Chinese oil companies could increase oil prices by $6.50 a barrel in 2011 and 2012. Existing Chinese reserves cover only 12 days of demand, compared to the 103 million barrels or 40 days for the US strategic petroleum reserve. This increases the uncertainty in world oil markets. A daily addition of 150,000 barrels a day would meet one third of the expected second phase in 2011, and this amounts to about 10% of the International Energy Agency's forecast increase in global demand for 2011. At the same time if oil gets too expensive, China could decide to wait for a more opportune time to build stocks.

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Germany's economy has shown strong growth of 3.6% in 2010. Germany has benefitted from globalization, both on the demand side and the supply side. The euro provided additional demand from countries like Spain and Greece. And German machinery and automobile manufacturers see rising demand from China. Germany also has lower priced labor in Eastern European countries. The Mittelstand, the smaller companies making all types of machinery, are a strong part of the economy. And the Hartz reforms under former chancellor Schroder, have helped reform the labor market. Also German unions have been fairly restrained during this period of reforms. German schemes for retaining workers during the downturn helps retain core skills and supports a quick rebound. All this is helping make Germany look atttractive as a model to follow in the European Union. There are weaknesses in the lack of strong domestic spending, which means Germany is too dependent on demand in China and other countries. The other weakness is reduced productivity in the services sector....

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Exxon, BP, Eni, Shell, are actively working in Iraq to increase oil production, along with Lukoil, Gazprom, China National Petroleum, China National Offshore Oil Corporation. Foreign companies are attracted to Iraq because of the potential for growing oil production. Iraq produces 3 million barrels a day in 2012. An additional 400,000 barrels a day is planned for 2013. Shell's Iraq country chairman, Hans Nijkamp,says Iraq could eventally produce 6 to 10 million barrels a day by the early part of the next decade. Iraqi government officials have set a target of 10 million barrels a day by 2017, which is overly ambitious because of the many problems that need to be tackled, including building port and pipeline infrastructure, huge water projects to pump saline water into old oil fields, and passing a national oil law. Passing a national oil law means negotiating a deal acceptable to the Kurdish and other regions about sharing oil profits.

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When Paulson met with his staff a few days ago he stamped his hand on a marble table asking his staff to stop their arguments with politicians who supported Fannie and Freddie because it would result in a war which he did not want as reported in the New York Times recently. Representative Barney Frank is mentioned as one of the politicians supporting the management of Fannie and Freddie. So it happened that to the very bitter end these managers used their lobbying and political donations to distort the policymaking progress right under the eyes of the Republican administration that knew what was going on and media like the Wall Street Journal that has warned about the dangers at Fannie and Freddie for years. One question remains why under the original mandate for Fannie and Freddie were the companies not banned from political donations and lobbying as they were backed by a government guarantee and at the same time could distort the process of supervision by lobbying and political donations to Congress if this was allowed. So in the end its the biggest failure of the political process and of setting up of such companies that once set up they were beyond anybody's control. Josh Rosner, an analyst at Graham Fisher an independent research firm in New York, makes an apt comment: "since 2003 when these companies' accounting came under question, policymakers have done nothing." One can repeat nothing, and the politicains in Congress who received the donations will go on with their political ways while the government and the public shoulder the burden of billions of taxpayer dollars in the biggest bailout ever, considering the size of these two companies and what at stake for the country's housing markets, and considering that foreign governments like China have invested billions of dollars in these companies and needed assurance to continue to buy and hold Treasury bonds....

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David Gelles interviews heads of companies in his column for the New York Times called Corner Office. Here he talks about CEO's frquently bringing up the topic of meditation in his interviews. Gelles practices meditation and mindfulness since his college years when he spent junior year in India at Buddhist monasteries and retreats as part of the Antioch Buddhist Studies Program. He is also the author of columns in the NYT on meditation and mindfulness.  The head of Salesforce, Marc Benioff, tells Gelles that meditation practice helps him step back and listen deeply with a beginners mind aware of the present moment. Benioff has set up meditation rooms in Salesforce Tower in San Francisco, and invites Buddhist monks to his house.  After a skiing accident in 2004 Marc Bertolini, head of insurance company Aetna recovered using meditation practice. He setup mindfulness classes at Aetna and says this has changed the corporate culture for the better with efforts for improvement and people coming up to him with new ideas.  Designer Eileen Fisher practices meditation and this has helped her in business as she set goals to improve factory conditions for clothing workers in China. The head of Hyatt Hotels says mindfulness is helpful in bringing empathy in relations through the practice of being in the present. He made mindfulness the key part of the company's Wellness programs. Google, Ford and McKinsey now offer meditation programs in the office. Similar trends are taking place in Europe. When asked about a company's responsibility to society, Benioff of Salesforce says his company is part of the whole that includes society, that we are all connected and part of the one.     ...

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Greg Ip in the WSJ says India is shifting towards  becoming an important partner with the US and the European Union in trade under the Modi government. This report reflects the situation upto 2021 and the changes in Indian and American perceptions during the pandemic. It does not reflect the rapidly evolving situation under president Biden.US president Biden and Jake Sullivan National Security Advisor see rapidly expanding US trade and investment in India. The recent Raisina Dialogue  brings together 26 countries- named after Raisina Hill in New Delhi where India's administration is located- in dialogue with Indian leaders. Finance Minister Sitharaman in an interview at Raisina Dialogue stated that Janet Yellen, US Treasury Secretary, was with her during a G-20 meeting, and Yellen called for friendshoring- foreign investment in democracies that respect the rule of law and provide the right conditions for investment. The right conditions are now being created in India, including infrastructure and logistics, trade practices, and assistance to foreign companies, to invest in Indian manufacturing. The conditions are being created for shifting significant number of manufacturing facilities to India in a complete redesign of the supply chain. A look at the period 1950-2015 in US-EU India relations says little of the newly evolving situation in trade in the way that looking at the US-EU China relations 1950-1990 during the Cold War would tell one little about how that relationship evolved in trade after 1990 in the 1990-2019 period for massive trade with China. The pandemic and the inflation from existing supply chain bottlenecks has led to a realization in US-EU that the existing concentration of manufacturing in one country  was a mistake and is a serious problem that needs correction.  This means an acceleration in the effort to build rapidly over the next 5-10 years a strong US-EU manufacturing presence in India for advanced technologies. India under prime minister Modi is creating the infrastructure and logistics for this to happen with large domestic investment, the help of Denmark's Maersk in port logistics, and from other countries.  Fo India manufacturing and infrastructure building is the only way to create the jobs needed to meet the aspirations of its young population. For the US-EU the redesign of the supply chain is the highest priority to cut inflation, remove potential bottlenecks, and provide a stable supply chain.    ...

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Orlik says higher inflation means China's gdp growth in 2012 was actually about 5.5%. Stephen Green of Standard Chartered Bank includes rising prices of health care and education in an alternative measure of inflation and based on this GDP growth is 5.5%. This is lower than the official estimate of 7.8% for 2012. Labor markets are tight suggesting China can still manage at this slower level of growth without risking the problems from high unemployment. The additional flexibility gives China's new leaders room to address problems of inequalty, rural-urban disparities, pollution, healthcare, education, and the need to refocus development away from state owned companies, for a balanced development approach.

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Roubini sees hard landing and recession lasting at least for 2008. Bergsten sees companies like IBM, Caterpillar and GE and others helping moderate the downturn because of demand from China and India which he calls reverse coupling. Yu sees China entering a delicate stage, India helped by domestic demand.

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The Japanese yen surged in value following the 2008 financial crisis as it was seen as a safe haven. As a result the Korean won declined by 42% against the Japanese yen. This continued till 2012. Japanese companies had to compete overseas at 80 yen to the dollar and shifted operations overseas. Now with the policy of monetary expansion of the Japanese central bank the situation is reversed in December 2014. The Korean won is up 40% against the Japanese yen since 2012. The Japanese yen is now down to 118 to the dollar in Dec. 2014. Abenomics gets a new mandate with the snap election in Dec. 2014. Aaron Back says Samsung may have gained ground in televisions and smartphones but other areas in electronics such as chips, displays and image sensors remain competitive and responsive to price. In autos Hyundai market share has declined to 4.4% by Dec. 2014 from 5.1% in 2011, according to MotorIntelligence.com. So far Japanese companies have used the currency advantage to improve profits and come up with better products. By using profits to invest in new technology and productivity Japanese companies can provide more features at the same price points to gain market share without having to cut price. After years of declining margins in electronics, autos and other markets this appears to be the current strategy. Another reason for this is that Japanese companies have already shifted production overseas, the shift being higher for Honda than for Toyota. Technological improvements from investments in R&D in Japan can be transferred to manufacturing operations overseas just as Apple is doing with smartphones manufacturing in China. The currency shift also improves Japan's position relative to American and European competitors in international markets....

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Even though immigration makes the headlines for the average German and daily German life polls and surveys show says the NYT that the main concerns center around a failing economy. For 5 years Germany has experienced little growth. According to Eurostat, Germany's GDP growth rate is 2023 -0.2% 2022: 1.37% 2021: 3.67% 2020 -4.1% Tankersley and Eddy report from Lutherstadt Wittenberg Eastern Germany. As Germany's economy slows companies may move jobs and manufacturing to Austria and France says one CEO of a company that makes fertilizer and additives for diesel motors. This could lead to loss of 10,000 jobs in an already depressed region. The problems faced buy German industry are increasing with higher costs of energy- even after prices have come down energy is 20% costlier than the European average according to Eurostat. Industry leaders say this is the result partly of efforts to reduce fossil fuel emissions. Increasing competition from China means Germany cannot compete as before. Investment in public infrastructure has not kept up with crumbling roads and bridges and a rail system with underinvestment and plagued with delays. Investment in digital technology has lagged behind China, India and France.   ...

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Car insurance and tariffs on Mexico made auto parts would take a 2 year lag in inflationary impact, says this report in WSJ. Insurance companies will wait to see the impact and how long the tariffs are in place. Tariffs are put in place to stop fentanyl flows through Canada, Mexico and China to the US, which have cost 490,000 deaths in the US over the last 12 years. Canada now fully supports the US for action to be taken and cites similar loss of lives in Canada from fentanyl comparable to the US for its smaller population. Much of the focus on tariffs is seen as economic action in the media, when as Commerce Secretary Luttnick pointed out it is being used as an instrument to get immediate action from countries that have not acted to stop the flow of fentanyl -action they should have done taken many years back. DJT's action is to protect average Americans, communities across the US that have lost their manufacturing base to Mexico and China, and are being hit by the flows of fentanyl across borders for over a decade now. Never in American history has this kind of flow across borders happened since the first settlers came to America in 1600. ...

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Jim Tankersley of the Washington Post looks at the myths and realities of trade following incorrect statements made by Donald Trump about international trade. For example Trump suggests that Japanese automobiles imports are a big problem, though the imports have been cut by over 50% since the 1980's with Japanese companies Toyota and Honda making cars in the U.S. in Kentucky and Ohio. Detroit faces competition from foreign manufacturers based in southern states, including Alabama for Mercedes Benz and Tennessee for Nissan. Mismanagement including lagging in fuel efficiency and quality, and higher health costs for older workers were problems facing Detroit in the past decade. The Obama administration provided support to the auto companies to make the recovery following two bankruptcies in the U.S. auto industry, showing the U.S. has intervened as needed and the auto companies have made transformational changes. A big problem says Trump is the trade agreement with China which he promises to renegotiate. Tankersley points out that no such treaty exists. The U.S. agreed to China's entry into the WTO. This is not something the U.S. can renegotiate as the WTO sets rules for trade for all countries. The likely result of a shift away from Chinese imports would be more imports from countries such as India and Vietnam which are lower cost producers than China. Trump says some of the 2 million jobs lost in the past 2 decades will come back, yet the shift may be towards lower cost countries from China, with fewer jobs coming back to the U.S. High tariffs would not lead to the growth Trump predicts. A study made by Moody's Analytics at the request of the WP shows a Trump move for high tariffs would lead to a recession and lead to mass layoffs as other countries imposed their own tariffs, leading to large loss in U.S. exports. Trump has made claims such as telling the Post that $19 trillion in federal debt could be paid off in 8 years without raising taxes by fixing trade. No grounding on facts is provided by Trump. One of the failures of the media in the 2016 election campaign is the failure of the media to provide scrutiny for candidates claims and wild exaggerations, which have gone uncontested or unquestioned, or without the persistence till satisfactory answers are given by the candidates making them. Especially when the stakes are so high, for the U.S. and for the global economy. ...

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How melamine a substance that causes kideney damage but also mimics protein powder was added to milk to pass inspection tests for milk for quality. And suppliers of this product did not disclose to dairy farmers what they had inside the packet of so called protein powder. With the relative newness of dairy cows to China many farmers do not know how to feed and care for dairy cows in China so that the quality of milk is low, and thus the need for substances that would help the milk go through tests for companies that tested for milk quality. These farmers were unaware and did not care as long as the milk was not returned, for what they added to the milk. And the big dairies in China like Mengniu Dairy and Nestle did not draw enough attention to this issue so that action could be taken. As for so many things in China today regulators were not on the job and failed to take any action even when suspicions were aroused. In fact for a long time dairy farmers and people in these farming communities were aware of the fact that strange substances were being added to the milk. And factories where melamine scrap was being generated such as the plastics factories in which melamine is used, were aware of increasing interest and demand for this scrap. All this was ignored till about 2300 Chinese children got hospitalized for melamine related kidney problems, at least 3 children died and tens of thousands of others were sickened. The result is that national faith in the safety of the food in China has been badly shaken....

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Mines sending trainloads of northern white sand are now sitting  idle in Wisconsin , hurting jobs and local revenues to finance budgets of local government. Mines have closed in Wisconsin for this sand that is blasted into silica and used for shale oil production. This has cost jobs in a rural area near the Mississippi river which borders Wisconsin, Minnesota, Iowa and Illinois. Even though these areas do not produce any oil and gas. Companies supplying trucks, lubricants and drilling tools are also affected all the way into Youngstown, Ohio, which provides pipe to the oil fracking areas in West Texas. Frackers blast a mix of sand, water and chemicals into fossil fuel bearing rocky areas. Sand called northern white was considered very good for crush strength to prevent plugs and there is a lot of it beneath western Wisconsin topsoil. Once used by glassmakers and cranberry this became a useful source of supplies from 2015 onwards. Demand surged till 2018 when new supplies were found in West Texas which would reduce costs of transportation. Wages in these mining jobs were about $8 higher than other jobs for people with less education. After 2011 financial crisis and the loss of manufacturing jobs to China this provided a new source of higher paying jobs for less educated workers and paid for local government to provide services including in one town a new swimming pool for the recreation complex. This has proved to be temporary with many mines closing in 2019 and in 2020 after the pandemic. ...

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Nicholas Lardy of the Peterson Institute of Intenational Economics, and author of "Sustaining China's Economic Growth After the Global FInancial Crisis," points to the shortcomings in the World Bank/DRC Report "China: 2030." He says the issues raised by the report have been raised before during the last ten years about scaling back the role of state owned companies in development and growth and the way the government allocates resources. The report does not throw light on the why and what prevents this from happening. The report comes at a time when the risks that were brought up earlier, as Peterson says, are now accentuated and much larger. The share of domestic consumption as part of GDP has fallen, a larger share of real estate development in GDP, a bubble in real estate with the involvement of local governments and state owned companies in the speculative behaviours, and an increase in inequality. The report emphasizes that "the role of the government and its relationship to markets and the private sector needs to change fundamentally." To generate the kind of innovation for sustained development the private sector needs to play a larger role....

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Iraq's oil ministry wants to move ahead faster in developing its oil fields and will let foreign oil companies bid for contracts to develop 6 oil fields and 2 natural gas fields by end of 2008. About 40 foreign oil companies from USA, Europe, Japan, China, Russia have been approved for bidding on contracts. According to BP PLC statistics Iraq produces 2.5 million barrels a day, up from 1.9 barrels a day last year, but far below the 3.5 million barrels a day produced in1979. The Iraqi goal is to produce 1.5 million additional barrels a day, but obstacles are the lack of a hydrocarbon law which is not moving quickly, and the Kurdish region signing its own deals, and this announcement may be an effort to go ahead and not wait till a hydrocarbon law is passed and sign agreements which would be technical service agreements for foreign expertise for a fee. Oil revenues are helping stabilize Iraq and as security improves oil can be a big stabilizer with increased production and financing development and job creation and building infrastructure damaged during the war and infrastructure that never existed....

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DJT tariffs are selective and reciprocality makes them fair. This also cushions the impact on consumers and countries. Countries who have blatantly unfair tariffs for decades can then decide as in EU, China, India, Japan, S. Korea, Mexico and Canada, can decide how they will respond by looking at what they need to do for fair trade. Some tariffs are intended also as domestic policy for failure to control of fentanyl into the US as with CMC countries Canada, Mexico and China. US producers will make goods sourced from these countries at home and as DJT says about autos from Mexico this will lead to American producers in Detroit picking up production and bringing manufacturing back home to USA. Most goods Americans use were made in the US in the postwar period from 1950-1980, American manufacturing will get the boost it so badly needs after unfair trade practices from other countries in the EU, Japan, Taiwan and China. By April this policy will be in place, by June in 6 months the policies will be fully operational at entry ports in the US including Los Angeles and Long Beach. All tariffs are selective, carefully evaluated for individual countries and products and regions based on reciprocality a principle that is fair to all countries and the principle on which the world trading system is founded. Individual companies and industries that gain this or that benefit may present it differently saying is good or bad based on their interest and profits- for the US and American people the principle of reciprocality provides a yardstick that is both fair and in the long term interest of bringing jobs and higher wages to the US. ...

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Jurio Osawa talks to Toshiba Corp.'s CEO, Norio Sasaki about Toshiba's plans to increase investments in infrastructure businesses, including nuclear energy. Sasaki sees continuing need to use nuclear energy because of limited supplies of oil and gas to meet needs in emerging markets. He sees demand growing for nuclear energy in China, Brazil, India, Turkey and Vietnam. Toshiba owns Westinghouse Electric, a maker of nuclear power equipment, and acquired Landis+Gyr, a Swiss company which makes advanced power meters. Demand for Westinghouses' AP1000 reactors with safety equipment in China is expected to grow from the 4 being built today to 20 in 2020, and 70 in 2030. He says the consumer electronics businesses have suffered because of the strong yen, and for the failure of Japanese companies to taking strong action to improve their competitive position and staying ahead of market trends. At the same time the consumer electronics business generates cash because investment requirements are low compared to infrastructure businesses, which is why Toshiba will continue to operate in profitable parts of the consumer electronics business....

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Francesca Doner's interview with Jean-Marc Duvoisin, CEO of Nestle Nespresso SA. Duvoisin was CEO of Nestle SA in Mexico before becoming chief of Human Resources for Nestle. He now heads Nespresso. Here he responds to questions about the competition from other companies such as Swiss supermarket Migros, which makes the coffee pods for Nespresso machines. Duvoisin says the competition is not affecting Nespresso sales and he sees the consumer insights from selling direct to the consumer as invaluable to Nestle. Nespresso's next challenge is markets in the U.S., China and emerging markets. He sees the shift from tea to coffee in China as a very gradual one. Nestle's focus is on making the coffee experience good for consumers so that they stay with Nestle for a long time. Strategy in the U.S. will focus on the long cup of coffee with milk and not on the espresso. This he sees as a more feminine experience, more relaxed and smoother. TV spots in the U.S. feature actress Penelope Cruz.