Europe Incorporated : The New Challenge

The emergence of greater Europe is the single most important business issue facing multinational firms on the eve of the millennium. CEOs must widen their horizons to embrace the emergence of greater Europe, re shape their organizations to reflect new priorities and re organize their operations to exploit . the synergies offered by a larger, more integrated Europe. Peter Brabeck Letmathe, CEO, Nestlé With the breakdown of the East West divide, the faltering of the Asian Economies and the rapid economic integration of the European Union, Europe is once more a force to be reckoned with. For the first time in more than three decades, multinationals and in particular American multinationals will be looking towards Europe. Globalization has been at the forefront of most CEOs agendas in recent times but Gianni Montezemolo contends that they should now look first in Europe for business opportunities and threats in the short term, rather than in the volatile economies of South America, Asia and the Middle East. Moving away from traditional structures the author outlines a new organizational design, which divides Europe into four distinct clusters the Northern Bees, the Atlantic Storks, the Southern Gazelles and the Eastern Bears. Using this framework, senior management will be able to develop a clear vision of how to change, expand and integrate into the new Europe. Drawing on interviews with CEOs of major companies currently operating in Europe, including Benetton, Danone, Gillette, Heinz, Kodak, Procter & Gamble, Sara Lee and Sony, as well as his own considerable practical experience, Gianni Montezemolo provides clear and concise guidelines for all managers wishing to take advantage of the new and expanding Europe. For companies ready to adapt rapidly, the opportunities are endless.