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/lp/emerald-publishing/the-european-community-single-market-of-1992-european-executives-54tluktXKh
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0265-1335
- DOI
- 10.1108/EUM0000000001547
- Publisher site
- See Article on Publisher Site
Abstract
Describes a field study conducted in Western Europe with topexecutives and management consultants in the global public accountingand consulting firms as well as top administrators in the Commission ofthe European Community EC. Respondents expressed optimism about the1992 single market programme they saw a global villagedeveloping internally in the EC and the need to develop markets and taptechnologies in each of the global triad NorthAmerica, the EC and Japan. Marketing was considered to be the mostimportant business function to be affected by the single marketdevelopments in the EC.
Journal
International Marketing Review – Emerald Publishing
Published: May 1, 1991