Examines the implications for US firms of the completion of the ECsingle market in 1992. Considers the nature of the EC market, socialgroups to target in a PanEuropean approach, and product, promotion,pricing and distribution strategies. Concludes that success in theEuropean market depends on speed of response and ability to reduceprices.
Journal of Consumer Marketing – Emerald Publishing
Published: Feb 1, 1992