European Business Strategy

  • Sahand Panah


From the very start, the construction of Europe concerned itself with economics and with business. The idea of an economic community within a common market signalled that West Europe would be ‘open for business’. Economic forces and firms from outside were welcomed into a capitalist reconstruction protected from Eastern communism by American military power, as Gardner argues in Chapter 2. Both European and American versions of capitalism continue to shape the policies, people and business firms within the new Europe, as Bradley demonstrates in Chapter 3.


Business Strategy European Central Bank Retail Sector European Business Brand Identity 
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© Palgrave Publishers Ltd 2002

Authors and Affiliations

  • Sahand Panah

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