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European Business, 4th edition

  • Simon Mercado
  • Richard Welford
  • Kate Prescott

Published by Pearson Canada (December 1st 2000) - Copyright © 2001

4th edition

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Overview

Course names: European Business.
Degrees: BABS; European BABS; Politics; Economics. The module is usually an elective except on specialised European Business degrees. Also used commonly as secondary reading.
This text examines the question of how the future of the European Union will affect organisations operating in member states. The business environment in Europe continues to change as the moves toward integration gathers pace. It is inevitable that this new environment will present new challenges to key players and businesses operating in Europe. This text therefore provides a comprehensive and general overview of the key topics for students who need to understand the complexities of the EU. In addition to addressing the present and likely future issues, each chapter contains discussion questions, a case study and questions on the case to test the students' understanding of the topics covered.

Table of contents

Preface
Acknowledgements
1. Introduction: Business and Economy in The 'New' Europe
PART I. THE NEW EUROPEAN BUSINESS ENVIRONMENT.
2. Understanding the European Union
3. The Internal Market
4. The Euro a Currency for Europe
5. Competition, Aid and Industry: EU Policy Action
6. The European Workforce: Change and Regulation
7. The Transition Economies: Central and Eastern Europe (CEE)
PART II. THE STRATEGY AND STRUCTURE OF EUROPEAN BUSINESS.
8. Strategy and The Single European Market
9. Marketing in the 'New' Europe
10. Managing Cultural Diversity
11. The Greening of European Business: Environmental Policies and Management
12. European Business: Competing in the Global Marketplace
Index

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