Book contents
- Enterprise and Integration
- Cambridge Studies in the Emergence of Global Enterprise
- Enterprise and Integration
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Abbreviations
- Introduction
- 1 How to Make a Market
- 2 Coproducing Common Standards
- 3 Regional Business Strategies
- 4 Manufacturing the Single Market
- 5 Financing Economic Transformations
- 6 Commerce against the Social Single Market
- Conclusion
- Appendix European Commission Directorates General 1985–1992
- Acknowledgments
- Bibliography
- Index
3 - Regional Business Strategies
Published online by Cambridge University Press: 02 July 2026
Book contents
- Enterprise and Integration
- Cambridge Studies in the Emergence of Global Enterprise
- Enterprise and Integration
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Abbreviations
- Introduction
- 1 How to Make a Market
- 2 Coproducing Common Standards
- 3 Regional Business Strategies
- 4 Manufacturing the Single Market
- 5 Financing Economic Transformations
- 6 Commerce against the Social Single Market
- Conclusion
- Appendix European Commission Directorates General 1985–1992
- Acknowledgments
- Bibliography
- Index
Summary
Building on other efforts to bring historical approaches to bear on international business scholarship, this chapter examines the business strategy of selected European multinationals in the 1992 Program. Through business historical case studies on a range of companies operating in the internal market of the EEC, it considers a wide range of firms headquartered both inside and outside the EEC and from a wide range of sectors industries, including manufacturing, pharmaceuticals, telecommunications, electronics, and retail, chosen for their diversity of experiences and approaches. Not only does this case study approach “bring history (back) into international business” and “put the process back in” to research on firm internationalization, but, through repetition, it also contributes to the development of explanatory theories. This, then, is methodological impressionism: Together, the collection of vignette cases presented here paints a bigger picture, revealing patterns about the growth and development of multinationals, their regionalization and the relationship between regionalization and globalization that data alone could not make clear.
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- Enterprise and IntegrationBig Business and the Making of the Single European Market, pp. 95 - 116Publisher: Cambridge University PressPrint publication year: 2026
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