European Business

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This book raises the key issues facing European businesses today and accounts for and evaluates some of the strategic and operational responses to Europe's evolving commercial environment. Organized into two main parts, Part I presents an understanding of the changing environment of European business, exploring political, economic, and social dimensions of change in the 'new' Europe. Part II addresses some of the strategic and operational challenges facing European firms and looks at how the European corporations are responding to new competitive threats and opportunities at European and global level. Chapters feature on marketing in Europe, cross-cultural communication, and corporate environmental management. Throughout the work, the text examines the increasing impact of the European Union on the European business environment and explores the response of European business and policy-makers to the continuing processes of globalization and international economic integration.