The Business of Europe: Managing Change

This book is about challenge and change in European business resulting from the Single European Market and also wider processes of internationalization and globalization.

Unlike most analyses of 1991, written by professional commentators, the book is based on the views and experiences of managers themselves. The authors conducted a major investigation amongst senior managers from a range of industries in seven European countries (UK, France, Italy, Germany, Spain, Netherlands and Denmark).

The book explores the strategic implications of a Single European Market as perceived by managers, for example in industry and supplier organization, distribution systems and competition within and from outside Europe, particularly Japan. It shows how 1992 is seen less as a unique European event than as part of the more general processes of globalization. It includes detailed analyses of four industries representing different levels of pre-1992 internationalization - publishing, automobiles, retails banking and brewing.

What emerges clearly through the book is that a Single European Market poses significant paradoxes which will need to be managed. These include the potential of national differences within Europe in strategies and approach being heightened rather than reduced, of a Europe which is both strengthened as an international economic force but also more attractive and therefore exposed to extra-European competition.

Managing the Paradox of Europe will be essential reading for managers both within and outside Europe and for all those involved in teaching and studying corporate strategy and international business.