When it was originally published this book presented the first independent review of the critical role played by multinationals in Europe. Extending its focus beyond 1992, the book examines both the economic and business strategy frameworks the firms need to develop to maintain a competitive advantage. Using case-studies from specific industries, it looks not only at the activity of multinationals within the single market but explores the competitive strategies of non-European firms with special emphasis on Japanese companies which were poised to exploit 1992. The importance of interaction between multinationals and national government policies is also analysed taking into account the integration already achieved.
List of Figures, tables. Introduction: The Meaning of 1992. B Bürgenmeier and J L Mucchielli. Part 1: Corporate Strategies and Economic Integration. 1. The Challenge of the Single Market S Young, M McDermott and S Dunlop. 2. Competitive Strategies for Non-European Firms A M Rugman and A Verbeke. 3. Strategic Advantages for European Firms J L Mucchielli. 4. Strategic Trade Policy and 1992 L Waverman. Part 2: Multinational Activity Within Europe 5. Intra-European Direct Investment W Molle and R Morsink. 6. Swiss Foreign Direct Investment B Bürgenmeier. Part 3: Japanese Multinationals and European Integration 7. New Conditions for Competition Between Japanese and European Firms P Saucier 8. Japanese Multinationals and 1992 T Ozawa. 9. Japanese Direct Investment in Europe J H Dunning and J A Cantwell. Part 4. National Policy and Multinational Strategies 10. Firm and Government Strategies A E Safarian. 11. The Impact of Multinationals on National Economic Policy M Panić. References. Index.