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Doing Business in Europe

Doing Business in Europe

Third Edition
  • Gabriele Suder - Melbourne Business School, University of Melbourne, Australia
  • Johan Lindeque - University of Applied Sciences Northwestern Switzerland, University of Amsterdam Business School, The Netherlands

October 2018 | 544 pages | SAGE Publications Ltd

The new third edition provides readers with the fundamental theories and concepts for understanding how business is done in Europe, linking it to the current European business environment through a range of up-to-date case studies and examples.

Revised and updated to include recent changes in the economic and political climate of Europe, and thematic perspectives on key contemporary European challenges, the authors also bring into consideration non-EU Business in the EU as well as the way Brexit is likely to affect businesses.

Also new to this edition:

  • Examples and cases from a wider range of European member states, including Tesla, Airbnb, Ryanair, Belgian AB InBev’s acquisition of British SABMiller, and the expansion of Alibaba Group in Europe.
  • Enhanced material on business in EFTA and CEFTA areas.
  • Analysis of the effects digitalisation, business analytics and Artificial Intelligence have on business in Europe.
  • Coverage of the challenges and opportunities stemming from migration and the refugee crisis.
  • A specific focus on the gig and shared economy.
  • An investigation into how sustainability and climate change agreements impact on business.

The book is supported by online resources for lecturers and students, including an instructor’s manual, PPT slides, multiple choice questions, detailed class-based role play instructions, access to extra case studies, and links to relevant videos and podcasts.

Suitable reading for students on European business modules at both undergraduate and postgraduate level.

Introduction: The New European Business Environment
Part I: The European Business Game: The Impact of Six Decades
Chapter 1: Landmarks of European Integration, or How History and Politics Shape the Business Environment
Chapter 2: Enlargement and the Theories of Integration
Chapter 3: Institutional Players: How the Rules and Agendas of the European Business Environment Are Set
Part II: Business Europeanization
Chapter 4: Europeanization of a Business Environment
Chapter 5: The Europeanization of Business Management
Part III: Business Activity Functions in the European Environment
Chapter 6: European Economics, Finance and Funding
Chapter 7: Marketing in Europe
Chapter 8: Lobbying the Playing Field
Chapter 9: Competing Internationally
Part IV: Corporate Case Studies
Chapter 10: Airbus: A Catalyst of European Integration
Chapter 11: Investment Consulting in Eastern Europe with Excedea
Chapter 12: The Expansion into Europe of Multi-Latinas: A New Breed of Competitors
Chapter 13: The European Market for Schunk: An Audit of Europeanization
Chapter 14: European Chief Executives in the Merger Maze: Coping with Multiple Realities
Chapter 15: The Europeanization of Marimekko: International Growth and Single Market Effects
Chapter 16: Managing Change at Unilever
Chapter 17: Altran: Launching a Corporate Representation Office in Brussels
Chapter 18: Haier: A Global Chinese Corporation Feels at Home in Germany

This new edition of Doing Business in Europe addresses head-on many of the most pressing issues for the international economy – the big questions of regional integration both within the European Union and between the EU and the rest of the world. It does so from a sound basis in international business theory and, using invaluable case illustrations, shows how the firm level, country and regional levels interact to create the region-specific multi-country advantages that lie at the heart of the desire for integration. Against this backdrop, it explains the stresses and strains that are all-too-apparent today, such as the disruptive effects of Brexit, pluri-lateralism, participation in Global Value Chains and the future of the Single Market and its payment, taxation and funding mechanisms.

Jeremy Clegg
Professor of European Integration and International Business Management, Leeds University Business School

This resourceful hands-on business strategy book is the essential guide to doing business in, with and across Europe. It covers all the most relevant business issues: ranging from e-Privacy and PSD2 to artificial intelligence in European Marketing, from Horizon 2020 to FP9, from HR policies and refugee effects, to Brexit and its impact on the future of trade and investment across the continent and beyond. The concepts are clear and actionable, the case studies are most illustrative – challenging the reader to explore and understand how to effectively shape and drive cross-border market expansion in Europe. Read and study this book: Learn from the best.

Candace Johnson
CEO and Chairman of the board, Succès Europe SA

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ISBN: 9781526420749

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