Doing Business in Europe

ISBN-10: 0857020854

ISBN-13: 9780857020857

Edition: 2nd 2011

Authors: Gabriele Suder

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This new edition of Doing Business in Europe covers all of the key topics covered on European Business courses at both undergraduate and postgraduate level, making it a must-have for students and practitioners alike. Written in a clear and accessible way, this new textbook has been fully revised and updated to take into account recent developments in Europe, changing European Union policies and the resulting business implications. This new edition draws a stronger link between the European business environment and the real business implications facing companies operating in Europe. This easy-to-follow text addresses the challenges and opportunities facing those doing business in Europe, while setting these in a global context. New to this edition: - Expanded coverage of lobbying, SMEs and globalization - New real-life case studies using a wide range of examples from across Europe - Extensive pedagogical features including a glossary, revised discussion questions and more mini case studies An accompanying comprehensive companion website ( provides you with full-text journal articles, an Instructor's Manual, PowerPoint slides and a country-by-country study. The website also provides additional case studies, video material, and a multiple choice testbank for lecturers.
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Book details

List price: $42.99
Edition: 2nd
Copyright year: 2011
Publisher: SAGE Publications, Limited
Publication date: 12/19/2011
Binding: Paperback
Pages: 472
Size: 7.25" wide x 9.00" long x 1.25" tall
Weight: 1.804

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