Multinationals and Europe 1992

1992 will have far-reaching implications for all aspects of business in Europe and the world. However, the effect it will have on multinationals has not, as yet, been explored. They must respond to the new areas of international investment and co-operation that will be opened up by the single market; competitive regulations, pricing policies, distributive networks are just some of the areas that will need to be reviewed. This book presents a review of the critical role multinationals will play in Europe. It extends its focus beyond 1992 to examine both the economic and business strategy frameworks that firms need to develop and maintain a competitive advantage. Using case-studies from specific industries, it looks not only at the activity of multinationals within the single market but explores the strategies of non-European firms with special emphasis on the Japanese companies that are poised to exploit 1992. The importance of interaction between multinationals and national government policies is also analysed, taking into account the integration already achieved. This book should be of interest to lecturers, students and professionals in business and economics.