Covering all the key topics for students studying European Business at upper level undergraduate and graduate level, this textbook focuses on the relationship between business and the political institutions, policies and regulations of the European Union. This book supports readers with pedagogical features that include: a website to accompany the book containing student resources and an instructor's manual; mini-cases with questions to test students understanding; in-depth readings and testimonials from executives and managers; vignettes and cameos written by practitioners; extracts from Business and European publications; review questions and assignments to consolidate learning; and, weblinks to helpful resources.
Introduction The New European Business Environment PART ONE: FIFTY YEARS OF IMPACT ON THE EUROPEAN BUSINESS GAME Landmarks of European Integration Or, How History and Politics Shape the Business Environment Enlargement and the Theories of Integration Institutional Players Rules and Agenda Setting PART TWO: The Europeanization of a Business Environment The Europeanization of Business Management PART THREE: BUSINESS ACTIVITY FUNCTIONS IN THE EUROPEAN ENVIRONMENT European Economics and Finance Marketing in Europe Enhancing Business Competitiveness Lobbying the Playing Field Competing Internationally PART FOUR: COPORATE CASE STUDIES Airbus A Catalyst of European Integration Altran Launching a Corporate Representation Office in Brussels Synops6 International A Company at the Service of Companies Microsoft and the Lisbon Dialogue Accelerating the EU Institutional Agenda EU Transport Policy and the Europeanization of a Business A Corporate Challenge Resulting from the Introduction of the Euro European Chief Executives in the Merger Maze Coping with Multiple Realities The Case of Schneider Electric Industrial Marketing in Europe - A Pack Solution? Exporting High Segment Wine to Europe Early Internationalization of an Old Lebanese Winery with a New Management To Tilt or Not To Tilt The Grand Velocity Question
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