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About the Author | |
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Acknowledgements | |
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Companion Website | |
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Introduction: The New European Business Environment | |
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The structure of this book | |
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Centrepiece: the idea of creating a 'unified Europe' | |
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Europe: for European citizens and abroad | |
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Foundations and symbols | |
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The mystery of 'Europe' | |
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The European flag | |
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The European anthem | |
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Europe day | |
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The euro | |
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Some basic terms and concepts | |
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Globalization | |
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Europeanization | |
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Multinational and transnational firms | |
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The company typology | |
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The European Business Game: The Impact of Sex Decades | |
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Landmarks of European Integration, or How History and Politics Shape the Business Environment | |
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Introduction | |
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The past as a basis for the present and the future | |
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The Schuman declaration | |
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Understanding integration: a review of the main treaties | |
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The Treaty of Paris | |
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The Treaties of Rome | |
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Main developments from the 1970s onwards | |
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The Single European Act (SEA) | |
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The Treaty on the European Union (TEU) - Maastricht | |
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The Treaty of Amsterdam | |
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The Treaty of Nice | |
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A constitution for Europe? The Treaty of Lisbon - | |
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European objectives | |
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R�sum� and conclusion | |
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Mini case study: Ariane Systems | |
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Enlargement and the Theories of Integration | |
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Introduction | |
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Integration theories | |
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Functionalism | |
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Neo-functionalism | |
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Federalism | |
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Further integration theories | |
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The meaning of integration theories | |
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Waves of European integration: the past, present and future | |
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Past adhesions to the EC/EU | |
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Small and medium-sized firms in the enlargement challenge | |
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Learning from recent and future adhesions | |
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Romania | |
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The Western Balkans | |
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Iceland | |
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Enlarging business opportunities | |
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Competitiveness in the enlarged market: leveraging benefits | |
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Cross-border advantages | |
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Adapting the value chain | |
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Organizational structures for knowledge transfer | |
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Pricing and enlargement | |
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R�sum� and conclusion | |
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Mini case study: On the path to accession - the BASME C&T story in Macedonia | |
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Institutional Players: How the Rules and Agendas of the European Business Environment are Set | |
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Introduction | |
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The institutions | |
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The European Commission | |
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The European Parliament | |
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The Council of Ministers or Council of the European Union | |
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The European Council | |
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The European Court of Justice | |
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The EU decision-making process | |
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Implementing rules for the European market: tools | |
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Legislative implementation tools | |
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Other important sources of information | |
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Budgetary tools | |
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R�sum� and conclusion | |
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Mini case study: Blending wines? | |
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Business Europeanization | |
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The Europeanization of a Business Environment | |
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Introduction | |
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The main impacts of Europeanization | |
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The ideological background | |
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The main international trade and business theories | |
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Business realities | |
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Choosing a location | |
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Determining your cross-border location | |
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Yielding benefits from market-serving, resource-seeking Europeanization | |
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Income discrepancies and labour movements in Europe | |
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Labour | |
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Capital | |
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The competitiveness of European manufacturing and service industries | |
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Competition, competitive sectors and business-related common policies | |
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Common policies: competitive market structures and related costs | |
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The Common Commercial Policy | |
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Business-related policies: implications | |
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R�sum� and conclusion | |
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Mini case study: AHI Roofing from the Pacific Rim to Europe | |
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The Europeanization of Business Management | |
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Introduction | |
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Does business management 'Europeaniz�? | |
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Intercultural management in Europe | |
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A management definition of culture | |
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The relevance of identity | |
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Synergy and diversity: the impact of communication | |
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The value of diversity | |
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Negotiations | |
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The impact of business management Europeanization on human resources management | |
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Crucial cross-cultural and convergence management methodology | |
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The large or small power-distance culture (PDI) | |
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The individualist or collectivist culture (EDV) | |
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The masculine or feminine culture (MAS) | |
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High or low uncertainty avoidance (UAI) | |
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Intellectual property: a case for European convergence | |
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Patents | |
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Trade marks, industrial designs and other IP | |
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Corporate culture and subsidiary management | |
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The role of European leadership | |
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Trust and diversity | |
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Resume and conclusion | |
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Mini case study: Cargo business - cultural perspectives | |
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Business Activity Functions in the European Environment | |
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European Economics, Finance and Funding | |
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Introduction | |
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Macroeconomic fluctuations | |
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The euro | |
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The European Central Bank (ECB) | |
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The European Investment Bank (EIB) and other sources of capital | |
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Venture capital and private equity | |
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Business angels | |
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More sources of capital for established corporations | |
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European harmonization efforts | |
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International accounting standards (IAS) | |
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Stock exchange consolidation | |
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Resume and conclusion | |
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Mini case study: Auditing in Europe today | |
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Marketing in Europe | |
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Introduction | |
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Understanding consumer behaviour | |
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Assessing the product or service and the targeted environment | |
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Segmentation in Europe: targeting similarities | |
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Political and legal conditions | |
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Economic conditions, national income and quality of life | |
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Demographic conditions | |
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The social agenda and sustainability | |
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Sociocultural conditions | |
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Geopolitical and geo-historical conditions | |
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The Ps and AIDA: a marketing mix for Europe | |
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The marketing mix in Europe | |
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The future of European marketing | |
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Resume and conclusion | |
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Mini case study: The Xbox Kinect in Europe - the key part of a Guinness World Record | |
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Lobbying the Playing Field | |
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Introduction | |
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Lobbying and European opportunity networks | |
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Historical and academic background | |
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Who lobbies European decision-makers? | |
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The 'how' question | |
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When is the best time to lobby? | |
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Where is lobbying most effective? | |
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Resource factors | |
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The competition is open: lobbying strategy in action | |
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Lobbying today | |
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R�sum� and conclusion | |
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Mini case study: Regulatory risk or better lookout for consultations | |
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Competing Internationally | |
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Introduction | |
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The international business environment: some key facts for European business | |
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Europe's trading partners | |
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Relations with market groupings | |
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Business relations with selected partners | |
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The future of European business: 'unity in diversity' | |
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Mini case study: The rise of Russian multinationals - the Lukoil case | |
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Corporate Case Studies | |
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Airbus: A Catalyst of European Integration | |
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Investment Consulting in Eastern Europe with Excedea | |
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The Expansion into Europe of Multi-Latinas: A New Breed of Competitors | |
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The European Market for Schunk: An Audit of Europeanization | |
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European Chief Executives in the Merger Maze: Coping with Multiple Realities | |
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The Europeanization of Marimekko: International Growth and Single Market Effects | |
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Managing Change at Unilever | |
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Altran: Launching a Corporate Representation Office in Brussels | |
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Haier: A Global Chinese Corporation Feels at Home in Germany | |
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Glossary | |
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Index | |