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The Feasibility and management of pan-European public relations. A practitioner's perspective

Author: Simmons, Emma INSEAD Area: Faculty at LargeIn: Cross-culture - Interkulturelles Handeln in der Wirtschaft by Jürgen Bolten, 1995 Language: EnglishDescription: p.102-109.Type of document: INSEAD ChapterNote: Please note that no copies are availableAbstract: Since the mid 1980s, business perceptions of the European marketplace have changed dramatically from a culturally diverse group of countries speaking different languages, to a single major area with significant potential. The European Union has been expanding and continues to legislate for greater international freedom of trade. With the fall of the Berlin Wall has come a progressive reorientation of the former eastern bloc countries towards the countries of western Europe. During this decade of change, European business has sought to identify itself more strongly as European, rather than just French, English or German, for example. Wether seen through the eyes of a European, an American or an Asian company, Europe has the status of a major single marketplace to be taken very seriously
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Since the mid 1980s, business perceptions of the European marketplace have changed dramatically from a culturally diverse group of countries speaking different languages, to a single major area with significant potential. The European Union has been expanding and continues to legislate for greater international freedom of trade. With the fall of the Berlin Wall has come a progressive reorientation of the former eastern bloc countries towards the countries of western Europe. During this decade of change, European business has sought to identify itself more strongly as European, rather than just French, English or German, for example. Wether seen through the eyes of a European, an American or an Asian company, Europe has the status of a major single marketplace to be taken very seriously

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