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American Firms in Europe

Strategy, Identity, Perception and Performance (1880-1980)

Edited by Hubert BONIN, Ferry GOEY

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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 dozen academics at the European level, which paving the way to comparisons, synthetised by leading business historian Mira 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 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.


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American Firms in Europe

American Firms in Europe

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 dozen academics at the Eur

Write your review

Title American Firms in Europe
Subtitle Strategy, Identity, Perception and Performance (1880-1980)
Edited by Hubert BONIN, Ferry GOEY
ISSN 1422-7630
Issue 23
Language Anglais
Publisher Librairie Droz
Title First Published 01/12/2008
 
Format Paperback/softback
ISBN-13 978-2-600-01259-1
GTIN13 (EAN13) 9782600012591
Reference no. 56-23
Publication Date 01/12/2008
Nb of pages 0 - 704
Dimensions 16 x 24 cm
Weight 1100 gr
 
Format PDF
ISBN-13 978-2-600-11259-8
GTIN13 (EAN13) 9782600112598
Reference no. 56-23-pdf
Publication Date
Nb of pages 00
 
Format Paperback/softback + PDF
ISBN-13 978-2-600-21259-5
GTIN13 (EAN13) 9782600212595
Reference no. 56-23-lot
Publication Date
Nb of pages 00
Dimensions 16 x 24 cm
Weight 1100 gr
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