The single market of 1992 can be likened to a Fortress Europe and those still outside its limits will be faced with the dual problem of how they will derive the greatest benefit therefrom and how the actions of those already within will affect them. For those who elect to join, membership will call for dilution of national preserves, and assimilation of others′ cultures and languages. From a marketing point of view, logistics strategy in particular will have to be more adaptable, entailing revolutionary changes in costing policies. However, perhaps the most significant impact will come from the Soviet Union and Central/Eastern Europe, nations revitalised after recent political upheavals. Finally, marketing managers, although still locally based, will have to think globally, not even simply European, and will have to be substantially rather than superficially conversant with the diversity of culture and language, backed up by an enhanced professional awareness of technological systems progress, so vital in the highly competitive business arena of the future.
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