A framework for constructing Euro-networks

Sandra Vandermerwe

European Management Journal, 1993, vol. 11, issue 1, 55-61

Abstract: Firms operating transnationally in Europe must restructure to become Euro-organizations if they are to succeed in the future. Using the old, national model to capture consumers is a competitive disadvantage nowadays. Sandra Vandermerwe offers a framework for this Euro-structuring to take place. The base line is understanding future Euro-customers. Euro-consumer clusters are emerging and need to be identified; there are major shifts occurring in industrial purchasing criteria; suppliers and customers are entering new relationships; Europewide decentralized networks are the new corporate structure; and firms will locate according to where each element of the system belongs best. Managers must strive for an integrated pan-European network of operations if they are to succeed in the new unified Europe.

Date: 1993
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