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Fetscherin Weighs in on High Cost of Financial Warfare

Marc Fetscherin, a professor of marketing at Rollins College, was interviewed on FOX 35 about how sanctions, tariffs, and other forms of economic pressure force multinational companies to navigate difficult choices involving market access, geopolitical risk, corporate reputation, and questions of national sovereignty.

By Jo Marie Hebeler

August 26, 2026

Fetscherin explained that governments are relying more heavily on economic measures rather than traditional military actions to influence international behavior. While these strategies can be effective at applying pressure on adversaries, he noted that they often pose significant challenges for multinational companies operating across borders.

According to Fetscherin, one of the primary concerns for businesses is uncertainty. As economic policies become more volatile and unpredictable, companies face greater difficulty making long-term decisions about investment, expansion and global supply chains. Firms must weigh the benefits of access to important markets against the risks that changing political and economic conditions could disrupt operations or damage profitability.

He said organizations increasingly find themselves navigating complex questions that extend beyond economics. Businesses may be forced to consider geopolitical risk, corporate reputation and even issues related to national sovereignty when determining where to operate and how to structure their international activities. These decisions can have far-reaching consequences for customers, employees, investors and governments.

Fetscherin emphasized that predictability is essential for a healthy global business environment. When policies shift rapidly or economic restrictions become more common, companies struggle to determine which markets they can reliably serve and where future opportunities may exist. The resulting uncertainty can affect everything from supply-chain planning to capital investment decisions.

The interview highlighted the broader implications of Washington’s increasingly aggressive use of economic statecraft and examined how corporations and nations alike are adapting to a world where economic leverage has become a key instrument of international relations. Fetscherin argued that understanding these dynamics is critical for businesses seeking to remain competitive in an increasingly complex and interconnected global economy.


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