Doing Business in the European Community

How can business people ensure that they are fully prepared to take advantage of the opportunities that 1992 will bring and meet the challenges they will present? This guide aims to equip them with the necessary information and useful advice on how to operate successfully within each of the 12 different markets that make up the Community. The first part of the book sets the scene by providing background information on: what is actually going to happen in 1992, marketing opportunities in the EC, strategies for competing in 1992, the European consumer and finance and grants and loans in the EC. The main part of the book provides a country-by-country guide to the cultural, social and economic differences within each member state. For any business executive approaching one of these markets for the first time, it advises on the different styles of doing business, consumer preferences, assistance provided in each country and useful contact addresses.