Farm Programmes of Electronic Media: A Comparative Study of Audience Perception in Kerala

Farm communication and extension programs are vital part of the farm development attempts. Electronic media plays a major role in farm extension activities. Kerala, the consumer state, which was a complete agricultural state in pre-independence period, is the sprouting land of agricultural extension and publication activities in print media. Later AIR (All India Radio) farm programs and farm broadcasting of Doordarshan enriched the role of electronic media in farm extension activities. The media saturated southern state of India received this new electronic media farm communication revolution whole heartedly. However, after 1990, Kerala witnessed a flood of private T V channels and currently there are 24 channels in this regional language, named Malayalam. All major news and entertainment channels are broadcasting farm programs. Farm programs of AIR and Doordarshan, broadcasted in Malayalam language, have been well accepted to the farmers‘ in Kerala. However, post-independence period, witnessed the formation of Kerala state in Indian Union and the first ballot-elected communist Government started its administration. After the land reform bills, the state witnessed a gradual decrease in agricultural production. Even if it is not reflected much in the attitude and practices of farm community and farm broadcast of traditional electronic broadcasting, a change is observable after the post-liberalization era of India. Private Television channels, which were focused on entertainment value of programs, started broadcasting farm programs and the parameters of program production went through certain changes. In this situation, there is ample relevance for a study about the farm programs of electronic media in terms of a comparative study of audience perception. The study is limited in the state of Kerala as it is the most media saturated state in India. The study analyzes the rate, nature and scope of adoption of farming methods transmitted through electronic media (T.V. and Radio) in Malayalam language.All kinds of Farm programs including comprehensive program serials, success stories, seasonal cropping methods, experts opinion, been analyzed on the basis of the following objectives.  To find whether propagating new farm methods through farm programs in electronic media or the availability of adequate infrastructure and economic factors make a farmer to adopt a new farming method.  To find which electronic media has more influence on farmers to adopt agricultural programs.  To find which form of electronic media gets better feedback from farmers  To find out whether the programs of T.V. or Radio is more acceptable to farmers than the print media.  To find whether farmers gets the message through their preferred medium for the message. The researcher recorded opinions from a panel of agricultural officers, farm Information officers, agro extension researchers and experts. According to their opinions and guidelines, a pilot study is designed and conducted in Kanjikuzhy Panchayath, in Alappuzha district, Kerala. The Panchayath is selected by considering its ideal nature of being the sample for a social Science research. Besides, the nature of farming in the Panchayath, which devoid of the cultivation of cash crops also supported its sample value. As per the observations from the pilot study, researcher confirmed the Triangulation method as the methodology of research. The questionnaire survey, being the primary part contained 42 Questions with 6 independent and 32 dependent variables. The survey is conducted among 400 respondents in Idukki, Alappuzha and Pathanamthitta districts considering geographical differences and distribution of different types of crops. The response from a total of 360 respondents, 120 from each district, finally selected for tabulation and data analysis.The data analysis, based on percentage analysis, along with the results from focus group discussion among a selected group of 20 farmers, together produced the results as follows. Farmers, who are the audience of farm programs, have a very serious approach towards the medium. They are maintaining a critical point of view towards the content of the programs. Farmers are reasonably aware about the financial side of the programs and the monitory aspirations of both private and Government owned Television channels. Even though, the farmers are not aware on the technical terminology and jargons, they have ideas about success stories, program serials and they are even informed about channels are not maintaining an audience research section like AIR. Though the farmers accept Doordarshan as the credential source of farm information and methods, they are inclined to the entertainment value of programs too. They prefer to have more entertainment value for the programs of Doordarshan. Surprisingly, they have very solid suggestions on even about the shots which add entertainment value to the farm broadcasting methods of Doordarshan. Farmers are very much aware about the fact that media is just an instrument for inspiration and persuasion. They strongly believe that the source of information and new methods is agricultural research and an effective change happens only when there are adequate infrastructure and marketing facilities, along with the proper support from Government agricultural guideline and support systems like Krishi Bhavans. They strongly believe that media alone cannot create any magic in increasing agricultural production. Farmers are pointing out the lack of response to the feedback and queries of farmers on farming methods, as an evidence for the difference in levels of commitment of Government and private owned Television channels.Farmers are still perceiving AIR farm programs are far more committed to farmers and farming than any other electronic medium. However, they are seriously lacking Radio receivers with medium wave reception facility. Farmers perceive that the farming methods on new crops are more adoptable than the farming methods of traditional crops in both private and Government owned Television channels. There are multiple factors behind this observation from farmers. Farmers changed in terms of viewing habits and they prefer success stories, which are totally irrelevant and they even think that such stories encourage people to go for farming and they opined that such stories are good sources of inspiration. However, they are all very much sure about the importance and particular about the presence of entertainment factor even in farm programs. Farmers expect direct interaction of any expert of the new farming method to implement the method in their agriculture practices. Though introduction of a new idea in the T.V. is acceptable, farmers need the direct instruction of expert on field to start implementing the new farming practices Farmers still have an affinity towards print media reports and agricultural pages and they have complaints to print media on the removal of agricultural information pages from news papers. They prefer the reports in print media as it facilitates them to collect and refer articles when they need it. Farmers are having an eye of doubt about the credibility of farm programs by private T.V. channels. Even if they prefer private Television channels for listening and adopting new farming methods and other farm information, they scrutinize programs to know whether they are sponsored programs by agrochemical or agro-fertilizer manufacturer.

Buyer information and brand Choice behavior in markets with asymmetries

This thesis Entitled Buyer information and brand choice behaviour in markets with asymmetries.The period of transition set in by globalization and liberalization has ensued a onsiderable degree of homogeneity with western societies with respect to quantity and quality of goods and services.The study is aimed at finding out how the buyers adapt to the prevalent complex and dynamic market configuration by taking an archetypical situation of information gathering and brand- choice decision of select household consumer durables.The study was based on a set of 301 sample respondents who were either first time purchasers or repeat purchasers for household use, of the items under study in the sample area comprising of rural, urban and semi-urban areas. Data were collected using interview schedule and analysis of the same was done with standard statistical computer programs.Buyer confidence as perceived by buyers with respect to information acquisition and brand-choice represents the felt competence to effectively function in the market.In general, lower levels of education, income and occupation showed lower levels of search. The oldest were also low searchers. The repeat purchasers of the product searched less than the first purchasers. The most important source of information was word of mouth or information from others followed by television advertisements. The least important source of information was billboards, displays and similar forms of advertisements.The second factor is characterized by items representing ‘social attributes’ like, use by many others, use by peers, recommendation by significant others and reputation of the brand. The third factor represents ‘susceptibility to incentives and promotions’.

Model Development and Validation for Studying Consumer Preferences of Car Owners

Globalization and liberalization, with the entry of many prominent foreign manufacturers, changed the automobile scenario in India, since early 1990‟s. Manufacturers such as Ford, General Motors, Honda, Toyota, Suzuki, Hyundai, Renault, Mitsubishi, Benz, BMW, Volkswagen and Nissan set up their manufacturing units in India in joint venture with their Indian counterpart companies, by making use of the Foreign Direct Investment policy of the Government of India, These manufacturers started capturing the hearts of Indian car customers with their choice of technological and innovative product features, with quality and reliability. With the multiplicity of choices available to the Indian passenger car buyers, it drastically changed the way the car purchase scenario in India and particularly in the State of Kerala. This transformed the automobile scene from a sellers‟ market to buyers‟ market. Car customers started developing their own personal preferences and purchasing patterns, which were hitherto unknown in the Indian automobile segment. The main purpose of this paper is to come up with the identification of possible parameters and a framework development, that influence the consumer purchase behaviour patterns of passenger car owners in the State of Kerala, so that further research could be done, based on the framework and the identified parameters

Impact of Quality on Ethics and Social Responsibility in Marketing, in Industries in Kerala in the present Indian Scenario

The paper ‘Impact of Quality on Ethics and Social Responsibility in Marketing in Industries in Kerala in the present Indian scenario’ highlights the observations, based on a descriptive research carried out in five leading industries in Kerala, in the private and public sector. Ethics and social responsibilities, practiced in these industries, are reflected in the results of the survey conducted on specific queries like awareness of products/services provided by them, total understanding of the requirements of the customer, open discussion on technical matters, accountability of employees to the society and social needs, consumer ethics vis a vis business ethics etc. Team working goes a long way, in building relations, which in turn, results in a progressive and effective marketing strategy. This assumes paramount importance, considering the severe competition we are facing in the light of liberalization, privatization and globalization, which encompasses the globe. The prediction of India becoming a lead nation, along with USA, China and Japan, in this decade, can get fructified only if we follow a very high standards of ethics and social responsibility, in all domains including marketing. Organizations like TRW.Rane, Sundaram Fasteners, TVS Motors, in Chennai are a few among others in India, who have achieved the highest distinction in quality viz Deming Prize, and these demonstrate their commitment to quality, society and humanity at large. Cost effectiveness, without jeopardizing quality has become the need of the hour and MRTP has become history. This trait is being brought out through the survey and the results speak for themselves. Unethical practices like switch and bait, not only brings shame to the organization, and country but also results in the company getting wiped out from the market. Adherence to standards like ISO 14000 helps to maintain the minimum level of social responsibility and environmental friendliness. Like quality audit, safety audit etc, social audit is being insisted in all progressive countries to ensure that the organization comply with the minimum statutory requirements. The paper also touches upon Corporate Social Responsibility practiced in the industries and this becomes crystal clear through their commitment to improve the community. Green Marketing lays a lot of importance on the three Rs of environmentalism viz Reduce, Reuse and Recycle. The objective of any business is to achieve optimal profit and this is possible only by reducing the cost as well as waste. In this context, management tools like brainstorming, suggestion schemes, benchmarking etc becomes helpful. These characteristics are brought out through the analysis of survey results. The conclusions drawn throw a lot of information on the desirable practices with respect to Ethics and Social Responsibility in Marketing

Dominant partial least square factors of consumer purchase behaviour of passenger cars

Globalization and liberalization, with the entry of many prominent foreign manufacturers, changed the automobile scenario in India, since early 1990’s. World Leaders in automobile manufacturing such as Ford, General Motors, Honda, Toyota, Suzuki, Hyundai, Renault, Mitsubishi, Benz, BMW, Volkswagen and Nissan set up their manufacturing units in India in joint venture with their Indian counterpart companies, by making use of the Foreign Direct Investment policy of the Government of India, These manufacturers started capturing the hearts of Indian car customers with their choice of technological and innovative product features, with quality and reliability. With the multiplicity of choices available to the Indian passenger car buyers, it drastically changed the way the car purchase scenario in India and particularly in the State of Kerala. This transformed the automobile scene from a sellers’ market to buyers’ market. Car customers started developing their own personal preferences and purchasing patterns, which were hitherto unknown in the Indian automobile segment. The main purpose of this paper is to develop a model with major variables, which influence the consumer purchase behaviour of passenger car owners in the State of Kerala. Though there are innumerable studies conducted in other countries, there are very few thesis and research work conducted to study the consumer behaviour of the passenger car industry in India and specifically in the State of Kerala. The results of the research contribute to the practical knowledge base of the automobile industry, specifically to the passenger car segment. It has also a great contributory value addition to the manufacturers and dealers for customizing their marketing plans in the State

Dominant Mean Percentage Score Factors Of The Consumer Purchase Behaviour Of Passenger Cars

Globalization and liberalization, with the entry of many prominent foreign manufacturers, changed the automobile scenario in India, since early 1990’s. World Leaders in automobile manufacturing such as Ford, General Motors, Honda, Toyota, Suzuki, Hyundai, Renault, Mitsubishi, Benz, BMW, Volkswagen and Nissan set up their manufacturing units in India in joint venture with their Indian counterpart companies, by making use of the Foreign Direct Investment policy of the Government of India, These manufacturers started capturing the hearts of Indian car customers with their choice of technological and innovative product features, with quality and reliability. With the multiplicity of choices available to the Indian passenger car buyers, it drastically changed the way the car purchase scenario in India and particularly in the State of Kerala. This transformed the automobile scene from a sellers’ market to buyers’ market. Car customers started developing their own personal preferences and purchasing patterns, which were hitherto unknown in the Indian automobile segment. The main purpose of this paper is to come up with the identification of possible parameters and a framework development, that influence the consumer purchase behaviour patterns of passenger car owners in the State of Kerala, so that further research could be done, based on the framework and the identified parameters.

Implication of Trade, Livelihood and Employment Exclusion among Workers in Plantation Sector in Kerala

The first part of the study has focused on the trends in area, production and productivity comparing the state’s performance with of national level performance. Also an attempt was made to understand the trends in commodity price over the years especially in the post liberalization period from the early 1990s. Plantation commodities occupy an important share in the country’s export basket and thereby earning foreign exchange to the national exchequer. Taking into consideration the competitive dimension of natural rubber, cardamom and pepper in the export market was analyzed to see penetration of these commodities in the world market.The second part of the study has tried to understand the plantation workers livelihood by understand the employment generation in the sector. Livelihood assets of plantation workers were analyzed to understand the nature of ownership of various assets. Understanding the poor quality and ownership of various livelihood assets and their relative deprivation the study also tried to understand the income-expenditure patterns and the nature of indebtedness among workers and the factors responsible for deprivation and thereby social exclusion.Area, Production and productivity trends of rubber, pepper and cardamom show a mixed picture. Area, Production trends are impacted greatly by the commodity price of the plantation crops.High correlation exists between commodity price and area and production trends of plantation crops in the state.In terms of Natural Rubber, Kerala experienced a steady growth over the years in terms of area production and productivity as the price of rubber has increasedIn terms of black pepper, the state witnessed a deceleration in growth.In the case of cardamom the area of cultivation declined whereas production increasedProductivity of natural rubber, pepper and cardamom has increased substantially over the yearsEmployment pattern in rubber and spices sub-sector has been analyzed by looking in to the commodity prices so as to see the changes in employment pattern over the years. The study has helped to understand that commodity price and employment generation in plantations are interconnected to such an extent that a fall in the commodity price have greater reverberations on the employment pattern in plantations.Livelihood analysis both in the small and large holdings show that workers belonging to rubber (large and small rubber) plantations have shown better possession of livelihood assets when compared to spices plantation workers as 16.2 percent of the spices sub-sector workers claimed about ownership of house which is considered to be an important and primary livelihood asset.In the case of natural assets like accessibility, availability and duration of water for drinking and other household purposes, the situation of workers in spices plantation still remain poor as around 80 percent of workers depending on public well public taps and canals as source of drinking water.Evaluating financial assets also give clear indication that the road to secure financial assets still remains a distant dream for the workers in plantation sectorEvaluating income and expenditure trends pinpoints to the fact that disparity in terms of income exist among the plantation workersWhile observing the employment though wage levels have improved because of improvement in commodity price of plantation crops, significant improvements are not visible in their livelihood and they remain excluded compared to other sections of the society.

Impact of the Sanitary and Phyto Sanitary Agreement on the Exports of Marine Products from India with Special Reference to Kerala

Fish and fishery products are regarded as healthy foods and there has been a significant increase in their global trade. Besides that, trade liberalization policies, globalization of food systems and technological innovations have furthered the increase in international trade in fish and fishery products.Fish and fishery product exports have a significant place in the export basket of India. Export earnings of India from fishery products increased from ` 4 crores in 1960-61to ` 12901.47 crores in 2010-11(MPEDA, 2012). The share of export earnings from fish and fishery products as a percentage of total agricultural exports of India increased from a low of 1.76 percent in 1960-61 to a high of 25.06 percent in 1994-95. But its share declined to 16.60 percent in the following year. Though its share in agricultural exports of the country has declined since then, in 2010-11, marine product exports accounted for 9.61 percent of total agricultural exports of India representing a significant share.

Erneuerbare Energien im Verbund mit Hochleistungs-Bleiakkumulatoren zur Bereitstellung von Spitzenleistung - am Beispiel von Windkraftwerken im 20 kV-Versorgungsnetz der CEGEDEL / Luxemburg -

Die wachsende Weltbevölkerung bedingt einen höheren Energiebedarf, dies jedoch unter der Beachtung der nachhaltigen Entwicklung. Die derzeitige zentrale Versorgung mit elektrischer Energie wird durch wenige Erzeugungsanlagen auf der Basis von fossilen Primärenergieträgern und Kernenergie bestimmt, die die räumlich verteilten Verbraucher zuverlässig und wirtschaftlich über ein strukturiertes Versorgungssystem beliefert. In den Elektrizitätsversorgungsnetzen sind keine nennenswerten Speicherkapazitäten vorhanden, deshalb muss die von den Verbrauchern angeforderte Energie resp. Leistung jederzeit von den Kraftwerken gedeckt werden. Bedingt durch die Liberalisierung der Energiemärkte und die geforderte Verringerung der Energieabhängigkeit Luxemburgs, unterliegt die Versorgung einem Wandel hin zu mehr Energieeffizienz und erhöhter Nutzung der dargebotsabhängigen Energiequellen. Die Speicherung der aus der Windkraft erzeugten elektrischen Energie, wird in den Hochleistungs-Bleiakkumulatoren, errichtet im ländlichen Raum in der Nähe der Windkraftwerke, eingespeichert. Die zeitversetzte Einspeisung dieser gespeicherten elektrischen Energie in Form von veredelter elektrischer Leistung während den Lastspitzen in das 20 kV-Versorgungsnetz der CEGEDEL stellt die Innovation in der luxemburgischen Elektrizitätsversorgung dar. Die Betrachtungen beschränken sich somit auf die regionale, relativ kleinräumige Einbindung der Windkraft in die elektrische Energieversorgung des Großherzogtums Luxemburg. Die Integration der Windkraft im Regionalbereich wird in den Vordergrund der Untersuchung gerückt. Überregionale Ausgleichseffekte durch Hochspannungsleitungen der 230/400 kV-Systeme werden außer Acht gelassen. Durch die verbrauchernahe Bereitstellung von elektrischer Spitzenleistung vermindern sich ebenfalls die Übertragungskosten aus den entfernten Spitzenlastkraftwerken, der Ausbau von Kraftwerkskapazitäten kann in die Zukunft verschoben werden. Die Emission von Treibhausgasen in thermischen Kraftwerken wird zum Teil reduziert. Die Berechnungen der Wirtschaftlichkeit von Hybridanlagen, zusammengesetzt aus den Windkraftwerken und den Hochleistungs-Bleiakkumulatoren bringen weitere Informationen zum Einsatz dieser dezentralen Speichern, als Partner der nachhaltigen Energieversorgung im ländlichen Raum. Die untersuchte Einspeisung von erneuerbarer Spitzenleistung lässt sich auch in die Entwicklungsländer übertragen, welche nicht über zentrale Kraftwerkskapazitäten und Verteilungsnetze verfügen.

Core Labor Rights

The working paper’s main objective is to explore the extent to which non-compliance to international labor rights is caused by global competition. From the perspective of institutional economics, compliance with core labor rights is beneficial for sustainable development. Nonetheless, violations of these rights occur on a massive scale. The violators usually blame competitive pressures. A number of studies have come to the conclusion that non-compliance does not provide for a competitive edge, thereby denying any economic rationale for non-compliance. While we sympathize with this conclusion, we find that these studies suffer from faulty assumptions in the design of their regression analyses. The assumption of perfect markets devoid of power relations is particularly unrealistic. While workers' rights promise long-term benefits, they may incur short-term production cost increases. On the supply side, the production sites with the highest amount of labor rights violations are characterized by a near perfect competitive situation. The demand side, however, is dominated by an oligopoly of brand name companies and large retailers. Facing a large pool of suppliers, these companies enjoy more bargaining power. Developing countries, the hosts to most of these suppliers, are therefore limited in their ability to raise labor standards on their own. This competitive situation, however, is the very reason why labor rights have to be negotiated internationally. Our exploration starts with an outline of the institutionalist argument of the benefits of core labor rights. Second, we briefly examine some cross-country empirical studies on the impact of trade liberalization (as a proxy for competitive pressures). Third, we develop our own argument which differentiates the impact of trade liberalization along the axes of labor- and capital-intensive production as well as low and medium skill production. Finally, we present evidence from a study on the impact of trade liberalization in Indonesia on the garment industry as an example of a low skill, laborintensive industry on the one hand, and the automobile as an example for a medium skill, capital-intensive industry on the other hand. Because the garment industry’s workforce consists mainly of women, we also discuss the gender dimension of trade liberalization.

Whither Japan's Economy?

The Japanese economy entered a long recession in spring 1997. Its economic growth has been much lower than in the US and the EU despite large fiscal stimulus packages, a monetary policy which has brought interest rates to zero since 1999, injections of public money to recapitalize banks, and programs of liberalization and deregulation. How could all these policies have failed to bring the Japanese economy back on a sustainable growth path? This paper argues that the failure of Japan's efforts to restore a sound economic environment is the result of having deliberately chosen inappropriate and inadequate monetary and fiscal instruments to tackle the macroeconomic and structural problems that have burdened the Japanese economy since the burst of the financial bubble at the beginning of the 90s. These choices were deliberate, since the "right" policies (in primis the resolution of the banking crisis) presented unbearable political costs, not only for the ruling parties, but also for the bureaucratic and business elites. The misfortunes of the Japanese economy during the long recession not only allow us to draw important economic policy lessons, but also stimulate reflections on the disruptive role on economic policies caused by powerful vested interests when an economy needs broad and deep structural changes. The final part of the paper focuses on ways to tackle Japan's banking crisis. In particular, it explores the Scandinavian solution, which, mutatis mutandis, might serve Japanese policy-makers well.

CORPOICA en los procesos de reestructuración económica del sector agroindustrial colombiano en los noventa

La Corporación Colombiana de Investigación Agropecuaria, CORPOICA, es una organización que involucra a diversos actores distintos del Estado. CORPOICA surgió cuando Colombia experimentaba un cambio en la estructura del sistema nacional de investigación agrícola, junto con los procesos de modernización del Estado y la apertura económica. Esta investigación se centra en la política pública de Ciencia y Tecnología que dio origen a CORPOICA, para determinar los factores que impulsaron la alianza entre el sector público y privado que caracterizó el sistema nacional de investigación agrícola, implementado en la última década del siglo XX.

Análisis del proceso de negociación del Tratado de Libre Comercio Colombo Canadiense, para el sector agrícola. Periodo 2007 – 2008

En el mundo se está evidenciando un proceso de globalización, que ha impulsado a los Estados a una interacción, generando cambios significativos a nivel económico, cultural, político y social. Un reflejo de lo anterior, es la iniciativa de negociación del Tratado de Libre Comercio Colombo Canadiense, que además refleja una nueva etapa del Proceso de Apertura Económica iniciada en Colombia hace más de una década. El TLC Colombo Canadiense materializa la primera iniciativa bilateral entre estos dos países, enfocada a una negociación de Libre Comercio, sin embargo, los dos Estados ya habían tenido antecedentes de negociaciones comerciales multilaterales. Las negociaciones de Libre Comercio entre estos dos países, se desarrollaron en cinco rondas de negociación celebradas desde junio de 2007 hasta julio de 2008. Para el Sector Agrícola específicamente, las negociaciones fueron muy productivas, obteniendo los mejores resultados frente a las propuestas ofensivas tanto de Canadá como de Colombia. Frente a la entrada en vigor del TLC Colombo Canadiense, se evidenciaron distintas posiciones tanto de algunos representantes de la sociedad civil, como de organizaciones no gubernamentales, la academia, entre otros, que rechazaban completamente el acuerdo, alegando especialmente el tema del conflicto armado interno en Colombia, la violación a los Derechos Humanos, la falta de garantías a los derechos de los trabajadores y a los sindicatos, entre otros temas sociales.

Comercio de manufacturas en América Latina: una revisión de la experiencia de liberalización en los noventa desde la teoría ricardiana

Aunque el proceso de liberalización comercial de la década de los noventa en América Latina dio lugar a un incremento en los flujos de comercio internacional de la región; la evidencia muestra que la evolución de la productividad fue menos notable. El presente documento estima un parámetro de ventaja comparativa a nivel regional, y aporta evidencia sobre los patrones de especialización adoptados por los países de la región durante la década de los noventa. El análisis de ventajas comparativas permite concluir que la liberalización no produjo un cambio drástico en la estructura exportadora de los países de la región y los mismos se beneficiaron parcialmente del proceso de liberalización en tanto que se especializaron en productos con poco dinamismo en los mercados mundiales.

Análisis de las barreras no arancelarias ante la disminución de aranceles. Una aproximación a las relaciones comerciales entre Colombia y Estados Unidos (1990 - 2011).

Estados Unidos junto a Japón y algunos Estados europeos han incentivado e impulsado al resto de los Estados a que abran sus fronteras y se inserten en el modelo de liberalización comercial. Estos países, en particular Estados Unidos promueven este modelo por medio de las relaciones comerciales que establece con otros Estados. Al establecer esta clase de relaciones, especialmente con Estados menos desarrollados, el país norteamericano busca mejorar su posición y obtener beneficios en detrimento de la otra parte por medio de la imposición de condiciones para maximizar sus beneficios y ganancias. La necesidad del gobierno estadounidense de mantener e incrementar su credibilidad ante sus ciudadanos y al mismo tiempo incentivar a los demás países para que abran sus fronteras se expresa en una incongruencia entre el discurso defensor del libre comercio y las estrategias proteccionistas como las barreras no arancelarias que pone en marcha y cuyo propósito es no perder espacio en el sistema internacional ni ver menoscabada su influencia sobre los demás Estados. Sin embargo, el establecimiento de medidas proteccionistas afecta las posiciones comerciales de países como Colombia en tanto que estas medidas ponen en desventaja a sus productos.