Europe 1992: what the future may hold
分析了欧共体1992年实现单一市场对企业的机遇与威胁，指出美国公司需调整策略以应对新法规，适合关注欧洲市场战略的管理者阅读。
Executive Overview The European Community 1992 (EC 1992) is the symbolic goal for the integration of the 12-member nations: Belgium, Denmark, France, West Germany, Greece, Ireland, Italy, Luxembourg, the Netherlands, Portugal, Spain, and the United Kingdom. Some 300 legislative actions are designed to remove trade barriers and to create a “single market.” So far, only some of the measures have been enacted. The elimination of the trade restrictions will provide opportunities for companies, but will also pose threats. Indeed, some see the new Europe as a fortress to prevent foreign firms from becoming threatening competitors. The effects of EC 1992 will be different for various industries and countries. Perceptive managers need to understand these changes and develop strategies that take advantage of the opportunities and to avoid the threats posed by the new regulations. In general, U.S. firms had only mixed success in exporting goods, while wholly owned subsidiaries or branches set up my multinational corporations such as General Motors, Ford, or IBM, have been quite effective. In this new environment, joint ventures and mergers will gain greater importance. For U.S. firms, the New Europe, being the largest single market in the industrialized world with 320 million people, will provide many opportunities and challenges.