The EC-92 Program: Implications for Asian Firms

As the European Community (EC) attempted to enact some 282 new rules aimed at dismantling all intra-European trade barriers by the end of 1992, it created a vast, unified market with a combined population in excess of 320 million and a gross domestic product that is second only to the US. These char...

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Bibliographic Details
Published in:Journal of Euro-marketing 1993, Vol.3 (1), p.5-20
Main Author: Kaikati, Jack G.
Format: Article
Language:English
Subjects:
Business community
EC single market
Implications
Market strategy
Opportunity
Protectionism
Trade policy
Online Access:Get full text
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Summary:As the European Community (EC) attempted to enact some 282 new rules aimed at dismantling all intra-European trade barriers by the end of 1992, it created a vast, unified market with a combined population in excess of 320 million and a gross domestic product that is second only to the US. These characteristics have made the EC an attractive target for Asian corporations. The current discussion has the following main objectives: 1. to outline the major EC goals and opportunities, 2. to analyze the Europrotectionist tide associated with a truly single European market, 3. to discuss the reaction of Asian governments to these threats, and 4. to analyze the strategic options Asian companies should take to prepare for a great wall of Europrotectionism. These options include the consideration of direct investment, the establishment of European alliances, appealing directly to European consumers, and collective action.
ISSN:1049-6483
1528-6967
DOI:10.1300/J037v03n01_02