Europe Incorporated: The New Challenge Review

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Europe Incorporated: The New Challenge ReviewGlobalization sounds to you to you like Americanization? Not at all, answers Gianni Montezemolo. With the introduction or the Euro Currency ( one single currency for all European countries) there is chance that Europe will become a land of opportunity for new and existing enterprises, more than America. Knowledge of different European cultures, development of new organization structures and recruitment of cross border management, are the key elements of a new approach to European markets. There are many examples based on food and service industries ( This is the field of expertise of Gianni Montezemolo), but few based on the IT companies. Just to give an idea, cellular phones are more spread in Europe than in America. In my opinion this is a point that should require more in depth debate. However the book is well worth a reading, especially for Americans willing to expand their business in Europe.Europe Incorporated: The New Challenge Overview

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