Managing in The Euro Zone  

Oleh:

Carr, Nicholas G.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 77 no. 1 (1999), page 47-57.
Topik: MANAGING CHANGE; currency; EC single market; eurodollars; foreign exchange rates; marketing strategy; strategic market planning; strategy formulation

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.14 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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On January 1, 1999, 11 European nations formally adopted the euro as a common currency. What will the new monetary union mean for managers ? In this Perspectives piece, senior executives from Merloni Elettrodomestici, PricewaterhouseCoopers, DaimlerChrysler, Sara Lee / DE, and ICI discuss how the euro will alter the European business landscape and change the rules of management. The contributors suggest that the single currency will require executives to rethink many of their long - held assumptions about doing business in Europe. Because consumers will be able to easily compare prices across the Continent, for example, it will become much more difficult to have different product positioning and pricing strategies from country to country. Similarly, the need for pan - European thinking may require companies to reconsider their decentralized organizational structures, which grant autonomy to national units. And at the operational level, fragmented supply chains may turn into severe disadvantages. There are many other changes that managers must consider with the introduction of the euro. Not only will they have to cope with confused and suspicious customers, they will also incur major up - front costs in implementing the changeover to the new currency. No two companies will take the same course in responding to the myriad challenges, but the practical insights of these five contributors will help all companies think clearly about their options.

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