Single market Europe: opportunities and challenges for business

Abstract

Part 1 Setting the stage - European business before 1992: evolution of the single market, S.G.Makridakis, M.Bainbridge competition and competitors - how the European community compares with the United States and Japan, S.G.Makridakis politics and economics - prospects for Gorbachev's common European market, J.Story. Part 2 Strategic challenges of the single-market: Pan-European marketing - combining product strength and geographical coverage, J.C.Larreche, R.Gogel new manufacturing strategies - taking advantage of uniform standards and alternative technologies, A.De Meyer aligning strategic demands and corporate capabilities, Y.Doz seizing opportunities - the changing role of strategy in European companies, D.Heau. Part 3 Critical cultural and managerial issues: managing across cultures and national borders, A.Laurent identifying management talent for a pan-European environment, M.Kets de Vries, C.Mead understanding the European consumer - myths and realities, P.Vallette-Florence appreciating the diversity of the single market community, M.Bainbridge, S.G.Makridakis. Part 4 Finance, banking, and the monetary system: forging a financial and monetary union, C.Wyplosz integrating and legislating rapid changes in the financial services industry, G.Hawawini, E.Rajendra. Part 5 1992 and beyond - perceptions and realities: the impact of the single market on European business - a case study, B.Majani, D.Majani future challenges for single market Europe - feedback from business and government leaders, S.G.Makridakis.