The New Europe –The New Europe –Myths and RealityMyths and Reality

CHAPTER ONECHAPTER ONE

“In the end each nation is no more than a flock of timidand land-working animals with each government as itsshepherd”

Alexis de Tocavevile, 1835

What is Europe?What is Europe?

What does Europe mean?What are its historic origins?

Boundaries?People?

Cultures?Languages?

What is the EU?What are its origins?

Boundaries 2004? 2014? 2024?

The Impact of SME’sThe Impact of SME’s

Two third’s of all enterprise sector jobs in SME’s

Small firms (under 10 employees) provide one third all jobs

Average size of a EU business is 6 workers, 19 in USA and 10 Japan

SME’s provide 66% of private sector employment against 46% in US and 33% in Japan

Women own 22% of SME’s ranging from 14% in Greece to 30% in France

Issues Impacting Upon SME’sIssues Impacting Upon SME’s

Government Regulations and bureaucracy can stifle

Poor at lobbying

Government funding geared to large unit

Poor recognition of service organisations

SME CasesSME Cases

Boutinot Wines - Wine business

Gruppo Massone - Italian food business enters the UK market

Perkins - Use of PR in the food sector

Fulham FC - Development of a soccer brand

Challenging Marketing Challenging Marketing OrthodoxyOrthodoxy

Overuse of marketing mix – 4P’s: Product, Price, Promotion & Place

Overuse of FMCG examples. What of B2B?

Interventionist approach in Europe by state challenges this thesis

Recognition of the importance of family business

Network Approach to EuropeNetwork Approach to Europe

Impact of IMP group

Development of relationship marketing

Rise of public affairs, lobbying, corporate and pressure groups campaigning

Corporate communications, corporate social responsibility (CSR), brand and reputation management

Influence on EU interactions via political and cultural networks

Importance of Weapons Importance of Weapons ManufactureManufacture

USA $9.7 billion (45.6% of all sales)

UK $4 billion

Russia $3.6 billion

France $2.9 billion

Source: World Arms Agreement on Export Sales, 2001

Lobbying CasesLobbying Cases

B S E

E V C 1 and E V C 2

New Zealand Dairy Board

Philips

Special FeaturesSpecial Features

Public sector

Regionalism – Alpine, Atlantic, Lowland, Mediterranean

Culture and language – religion, language, history, educational system

Globalisation and rationalisation – airlines, cars, chemicals, iron and coal