Description - European Business Environment by Frans Somers
Doing business in Europe is increasingly becoming an everyday reality for many companies, not only for large corporations but small and medium-sized enterprises as well. European Business Environment offers students a practical introduction to how to create, manage and develop business opportunities in the European Union. This textbook focuses on the relationship between business and the political institutions, policies and regulations of the European Union. It deals in particular with the impact of the Internal Market on business strategy and practice. To increase students' understanding of the workings of the Internal Market, most chapters start with case-studies that explore the multidisciplinary dimension of doing business in the EU. An attractive feature of the book is its multidisciplinary approach. Focusing specifically on the European dimensions of economics, marketing and law, European Business Environment bridges the gap between conventional textbooks covering these disciplines.
For example, the book discusses product introduction and positioning, the opportunities for European branding as well as for EU-wide market segmentation strategies, integrated logistics systems and the impact of EU legal harmonization on business. European Business Environment is an essential introductory textbook for students at both undergraduate and graduate levels in a wide range of degree and professional programmes, including Economics, MBA, Law and Marketing. It is of particular relevance to students interested in the European context of these disciplines and can be used as a core textbook for courses in European integration or Business and International Environment in Europe and other parts of the world.
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