Describes a field study conducted in Western Europe with top executives and management consultants in the global public accounting and consulting firms as well as top administrators in the Commission of the European Community (EC). Respondents expressed optimism about the 1992 single market programme; they saw a “global village” developing internally in the EC and the need to develop markets and tap technologies in each of the global “triad” – North America, the EC and Japan. Marketing was considered to be the most important business function to be affected by the single market developments in the EC.
Daser, S. and Hylton, D.P. (1991), "The European Community Single Market of 1992: European Executives Discuss Trends for Global Marketing", International Marketing Review, Vol. 8 No. 5. https://doi.org/10.1108/EUM0000000001547
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