The Changing European Market

Abstract

WIth the movement toward economic integration, the European Community is establishing itself as the largest trading and investing entity in the world. Companies from around the world, including those from the developing nations, are preparing for the impact the unification will have on the European market. Several studies have made recommendations for companies from the industrialized nations but unfortunately, researchers have given little consideration to the actions companies from developing nations might take. Recent literature dealing with international marketing strategy, although not written specifically about Europe, can provide initial insight into how companies from developing countries can take advantage of the new opportunities provided by European integration. Interviews with managers from developing nations can explore to what extent such recommendations are feasible and are being adopted. This paper specifically considers the international marketing strategy literature in terms of the changes taking place in the European market. In doing so, we discuss possible methods of market entry into Europe, market expansion strategies into new European markets, and ways companies from the developing world can better coordinate their marketing programs.