Representatives from several U.S. companies will wrap up a three-day conference in State College today addressing implications of foreign markets on American business and competitive methods for improving market status.

The "Competitive Strategy and Performance Measurement" convention hosted by the University's Center for the Management of Technological and Organizational Change attempts to share ideas about implementing new technology for manufacturing firms.

Held three times a year, the event "is an exercise of sharing knowledge and talents and capabilities for solving all problems," said Russ Hurley, director of advanced manufacturing systems for Rockwell International.

He described the advanced manufacturing forum as a "networking" system where managers help each other discuss issues and reach solutions relevant to their businesses and manufacturing strategies.

Through this mutual learning, companies can justify investments in new technologies, modify the organizational structure of their companies and design jobs that will maximize employee performance and satisfaction.

Convention guests -- including representatives from Hewlett Packard, Eastman Kodak, Boeing Aviation, and du Pont -- lodged at Toftrees Hotel and Conference Center, 1 Country Club Lane. The visitors heard speakers from organizations around the world, met in small discussion groups and attended various social gatherings.

Thoralf Qvale, a visiting scholar in management and organization at the University's College of Business Administration and Nobuyori Kodaira, industrial research director at the Japan Trade Center, were two of the main speakers during yesterday's meetings.

Qvale discussed the European Economic Community and key aspects of Europe's future standardized industries.

"We are changing the rules. (You) should not stop an import because it does not live up to national standards," Qvale said, adding that a new mutual recognition will be sought that will not exclude the United States.

"We have been looking for partners in the U.S. for a long time," Qvale said. "There is no alternative. Either we make Europe work or we don't know what to do."

Kodaira also stressed the need for international cooperation and joint ventures.

"In order to survive through competition, globalization is inevitable," he said. "The main motivation behind this globalization for Japanese companies is just that they want to survive."

"The main interest is how this change of generation will affect the manufacturing industry in Japan," Kodaira said, adding that future support for the now-aging baby boom generation is a major reason for domestic industrial advantage.

Other speakers discussed technology, investments and marketing strategies. The conference will end today with a brainstorming session on ideas for topics and presentations for the February 1990 conference.