| Tekijä: | Quelch, J. A. Buzell, R. D. |
| Otsikko: | Marketing moves through EC crossroads |
| Lehti: | Sloan Management Review
1989 : FALL, VOL. 31:1, p. 63-74 |
| Asiasana: | TRADE BARRIERS EUROPEAN COMMUNITY MARKETING INTERNATIONALIZATION TOP MANAGEMENT MERGERS INDUSTRIAL CONCENTRATION |
| Kieli: | eng |
| Tiivistelmä: | As trade barriers within Europe fall, USA business leaders will need to reconsider every aspect of their marketing programs. E.g. product and pricing policy, will have to set on a pan-European basis. Several specific impacts are discussed. The role of mergers and acquisitions, strategic alliances, increasing concentration among both sellers and buyers is examined. Some industries will be more affected than others. Managers must consider their strategic options in responding to the changes in industry structure and also in the market structure. Top management must ensure that the firm's interests are being adequately represented in Brussels, either through direct lobbying or through industry associations. |
SCIMA