The managerial mindsets shaped by World War II and its aftermath were shaken by the steep rise in global competition during the 1970s and 1980s. Firms from countries that previously posed no threat began to enter US markets with quality products, a variety of products closely attuned to the tastes of affluent and discriminating consumers, and less expensive products based on more efficient foreign technology and cheaper labor. As a result, Japanese autos almost ran US vehicles off the road and the US steel industry was in tatters.