American Firms in Europe

American Firms in Europe

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The processes of the Americanisation of Europe and the moves of American firms abroad have been already well studied. But the very expansion of American firms in Europe still lacked a comprehensive survey. This book gathered two dozens of academics on an actual European level, which paves the way to comparisons, synthetised by leading business historian M. Wilkins. The breakthroughs achieved here concern the topics of timetable and rhythms of American FDIs in Europe, the patterns followed in each country, along with the specificities of each industry or service sector, and the strategy adopted by big firms. Beyond the facts, the immaterial aspects of this business history are scrutinised, especially about the perception of American firms by Europeans: firms' corporate image and identity were at stake. The Europeanisation of American firms is a key issue, about industrial relations, management. commercial policies. brand image, connections and embeddedness. The positions of public authorities and of (industrialists and trade unions') lobbies in front of such an American offensive are also gauged. Graphs and tables of figures provide numerous data. And a few chapters are accompanied by an overview of ads published by American affiliates in newsmagazines. to fuel analysis of their perception by consumers.Henceforth, it would maintain a protectionist policy regarding the import and transit of American vehicles through Belgium. ... From as early as 1962, Ford had made no secret of its hopes that the Efta and the Eec would fuse, greatly facilitating the influx of its ... would boost its productivity, offer large economies of scale and help in the standardization and design of interchangeable parts - all of which hadanbsp;...

Title:American Firms in Europe
Author:Hubert Bonin, Ferry de Goey
Publisher:Librairie Droz - 2009


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