Building U.S. Presence in European Markets

Abstract

The final consummation of the twelve nations in the European Economic Community (EEC) in 1992 as a unified, consolidated market represents the single most important step toward the integration of Europe into the global economy. More than simply a date, Europe 1992 captures an ideal, a shift in psychology from economic defensiveness and stagnation to one of bold, aggressive moves to confront the future.

Citation

Lei, D. (1990), "Building U.S. Presence in European Markets", Journal of Business Strategy, Vol. 11 No. 4, pp. 32-36. https://doi.org/10.1108/eb060072