| Tekijä: | Vandermerwe, S. |
| Otsikko: | Strategies for a Pan European Market. |
| Lehti: | Long Range Planning
1989 : JUN, VOL. 22:3, p. 45-53 |
| Asiasana: | SINGLE MARKET STRATEGY COMPETITION |
| Kieli: | eng |
| Tiivistelmä: | The vision of a unified European market by 1992 is discussed from managerial point of view. Main characteristics of the new Europe are listed. A report is presented on a research programme done among 80 executives both inside and outside the EC. The sample is described. Responses were obtained by questionnaire. Personal interviews were also conducted. Major strategic opportunities of 1992 are listed. Opinions about the major threats are reviewed. Expected changes in consumer behaviour are examined. The main marketing strategy adjustments made in anticipation of 1992 are analysed. Conducted organizational changes are discussed. Key challenges are summarized. |
SCIMA