I am not sure that there is a trade off with "made in America" and a sense of competition in the global marketplace. The "made in America" brand can garner much in way of appeal in global marketplaces that still consider the "American" brand to carry much in way of cache and a sense of appeal to foreign consumers. With the increase in globalization markets, a desire to brand "American" comes with it. The globalized marketplace makes it easier for nations who have come to see America as the "center" to purchase products from this "center." I think that an interesting approach on this would be to examine the products of American higher education institutions. This would be a prime example of how the "made in America" brand label or identity is attached to higher education and is highly sought by so many in a world or global marketplace. In much the same way, products that are developed or created with a strong "made in America" identity can be competitive, provided that they are fit for a global market setting. If it turns out that a company is overcharging for products because of their identity, they will price themselves out of the market. This has little to do with nationalism or identity, but is rather economic reality. If a company can use their identity to increase competitiveness, the globalized marketplace has led to greater and more diversified revenue streams. The problem arises with any product in its desire to remain competitive. If the idea of seeking to compete with other products can be evident, there is little reason to believe why a "made in America" identity cannot be transformed into a competitive selling point.
Having worked in corporate strategy at McDonald's Corporation, it is probably one of the most "American" companies that you can think of. However, even though it is in more than 120 countries around the globe, the people in those countries would disagree. To them, McDonald's may have an American name, but it is distinctly their own company. The way that McDonald's does this is by employing primarily local ownership in other countries. For example, Japanese businessmen/women own the McDonald's in Japan. Also, the menus are adjusted to local tastes. So, although an American can count on getting the main products available in America, there may be others as well. In Japan, there are noodles, in certain areas, the food is made with lamb. Local customs are also recognized as in many Arab countries, there are two parts to the restaurant - a side for single men and a side for family to dine together. In my mind, if McDonald's can do it, many other companies could as well.