European Business

This book raises the key issues facing European businesses today and accounts for and evaluates some of the strategic and operational responses to Europe's evolving commercial environment. Organized into two main parts, Part I presents an understanding of the changing environment of European business, exploring political, economic, and social dimensions of change in the 'new' Europe. Part II addresses some of the strategic and operational challenges facing European firms and looks at how the European corporations are responding to new competitive threats and opportunities at European and global level. Chapters feature on marketing in Europe, cross-cultural communication, and corporate environmental management. Throughout the work, the text examines the increasing impact of the European Union on the European business environment and explores the response of European business and policy-makers to the continuing processes of globalization and international economic integration. The book provides an exhaustive review of contemporary issues in European business and management, with exceptional coverage of new and traditional issues. The book provides a rich blend of commentary, case study and theory, and provides essential reading for students of European and international business on relevant undergraduate and postgraduate programmes. New features in this edition: · A new introduction and restructured chapters. · Expanded coverage of EU policies and legislation, including new material on the EU's competition, environment, trade and industrial policies. · A dedicated chapter on European Monetary Union (EMU) with full appraisal of major Euro impacts. · Extended coverage of non-EU states, including revised material on Central and Eastern Europe. · Coverage of 'new issue areas', e.g. Internet marketing and e-commerce · Developed commentary on work and employment issues, including updates on EU social and employment legislation. · New boxed features, review questions, illustrative figures and diagrams. · Long and short case studies, including FT case notes and articles. · Extensive web references. · Companion Web Site. The authors Simon Mercado is Senior Lecturer in European and International Business at Nottingham Business School, The Nottingham Trent University. Richard Welford is Professor of Corporate Environmental Management, University of Huddersfield, and Professor of Sustainable Management, The Norwegian School of Management, Oslo. Kate Prescott was formerly Lecturer in International Business Strategy and European Management at the University of Bradford Management Centre. Kate is now Head of Research for Riley Research, an organization providing research, marketing and consultancy for the Higher Education sector.Mercado, Simon is the author of 'European Business' with ISBN 9780273646006 and ISBN 0273646001.