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DOES THE SINGLE MARKET INFLUENCE NATIONAL MARKETING THINKING

DOES THE SINGLE MARKET INFLUENCE NATIONAL MARKETING THINKING 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Business Review Emerald Publishing

DOES THE SINGLE MARKET INFLUENCE NATIONAL MARKETING THINKING

European Business Review , Volume 91 (1) – Jan 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0955-534X
DOI
10.1108/EUM0000000001866
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

European Business ReviewEmerald Publishing

Published: Jan 1, 1991

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