The single market of 1992 can be likened to a Fortress Europe andthose still outside its limits will be faced with the dual problem ofhow they will derive the greatest benefit therefrom and how the actionsof those already within will affect them. For those who elect to join,membership will call for dilution of national preserves, andassimilation of others cultures and languages. From a marketing pointof view, logistics strategy in particular will have to be moreadaptable, entailing revolutionary changes in costing policies. However,perhaps the most significant impact will come from the Soviet Union andCentralEastern Europe, nations revitalised after recent politicalupheavals. Finally, marketing managers, although still locally based,will have to think globally, not even simply European, and will have tobe substantially rather than superficially conversant with the diversityof culture and language, backed up by an enhanced professional awarenessof technological systems progress, so vital in the highly competitivebusiness arena of the future.
European Business Review – Emerald Publishing
Published: Jan 1, 1991