1992: Moves Europeans Are Making

In 1992, technical and regulatory barriers in the European Community will dissolve. It is still too early to tell precisely how many comfortable ways of doing business in Europe will change after 1992. Price competition is certain to intensify rapidly. Most sectors of the European economy are marked...

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Bibliographic Details
Published in:Harvard business review 1989-05, Vol.67 (3), p.85
Main Author: Friberg, Eric G
Format: Magazinearticle
Language:English
Subjects:
Acquisitions & mergers
Competition
Employment training programs
International trade
Leadership
Management
Strategic planning
Trade liberalization
Trade policy
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Summary:In 1992, technical and regulatory barriers in the European Community will dissolve. It is still too early to tell precisely how many comfortable ways of doing business in Europe will change after 1992. Price competition is certain to intensify rapidly. Most sectors of the European economy are marked by chronic overcapacity and high fixed costs, and dealing with this overcapacity is one of the challenges European managers face. European companies are beginning to form strategic alliances, such as the joint venture between AT&T and Italtel, as a way of overcoming structure fragmentation. Successful European companies are working to homogenize local tastes, find the proper mix between commonality and diversity, and leverage the global brands they control. Cultivating a corps of mobile, energetic, and well-trained managers is a prerequisite for adapting to the uncertainties of a unified market.
ISSN:0017-8012