Roberto Azevedo Quotes
One thinks that one is winning when we slap tariffs or introduce barriers to imports from another country, and we think we win. But you lose when you export because the other countries are going to raise tariffs as well. They're going to introduce barriers as well. So you win with one hand and you lose with the other.
Azevêdo, Roberto. Interview by Christiane Amanpour. CNN, 25 July 2018.
In this case the tariffs were imposed not to protect national industries but to simply raise revenue. In the early years of the United States, almost all of the Federal Revenue was raised this way.
He was right about what the Japanese made at the time. But they had an amazingly pragmatic solution for this problem. They simply changed all their product decision making to make the things that Americans did want. As a result they completely negated Dulles's prediction about the American Market and within a few years were exporting more manufactured goods to American than any other country.
At the time, Republicans were the protectionists and Democrats were free traders—the reverse of the party roles at the end of the 20th century and the beginning of the 21st.
Roberto Carvalho de Azevêdo is a Brazilian career diplomat who served as Director-General of the World Trade Organization (WTO) from 2013 until 2020. Since 2020, he has been Executive Vice President and Director of Corporate Affairs at PepsiCo.