Going Global

America's image problem

A country's "national brand" can change quickly--if only for the worse. Not long ago, being seen as an "American" company was smart marketing. But not anymore.

It's a busy day for this Starbucks location in Shanghai.
David Butow–Redux for USN&WR

FINDING FUEL

Hungry for fuel, China is cutting oil deals with rogue regimes, building nuclear reactors and is setting some of the world's most aggressive renewable-energy policies. It is quietly becoming a world leader in developing renewable energy sources and technology.

China's need for energy sources is evident everywhere

SUPER SHOPPERS

They're young. They have money to burn. And the race is on to win them as customers.

This new generation of "Chuppies"–Chinese yuppies–is riding a wave of unprecedented commercialism in the country. Marketers estimate that China's youth will become the most powerful consumer force in the world within the next 20 years. And they're being wooed by savvy marketers who clearly see a tipping point in front of them.

Up next: India isn't far behind China

JOB HUNT 2020

How should today's kids prepare to deal with offshoring, tough foreign competition, and a globally wired workpklace? U.S.News asked some leading business executives to offer advice:

"Figure out if your job can be digitized. If it can, it's only a matter of time before it becomes geographically moveable." – Jessie Paul, chief marketing officer, Wipro Technologies

More advice from top execs

CHINA'S TURN

The rise of a new power

Two decades of reform, a more pragmatic Communist government, and the raw industry of the Chinese people have produced an economy growing faster than any other in modern history. At what point does China become a real danger?

AMERICA'S BUSINESS

Ford's restructuring

In its third big restructuring announcement in three years –- and its first under new CEO Alan Mulally -- Ford says it plans sweeping changes to make the automaker competitive again and return it to profitability. There will be huge numbers of job cuts, painful downsizing, revamped plans to build hot cars, and the discontinuation of sluggish models.

Nobody disputes that Ford desperately needs some dramatic fixes. The question is, this time, is Ford serious? For the moment, the answer seems to be no.