Management and 1992 -- Illusions and reality

Alan Butt Philip

European Management Journal, 1988, vol. 6, issue 4, 345-350

Abstract: Dr Butt Philip takes a refreshingly unsycophantic view of '1992', pointing out that, away from the hype, a good deal of the Single European Market (SEM) programme has been in place for some time. Although the European Commission's timing and tactics over the SEM programme were shrewd, in Britain at least, the national campaign has been confusing. It is a company's business development and positioning in relation to 1992 that matters, and this involves both an internal '1992 audit' as well as making sure it is well represented in Brussels. Although giving us cautionary good advice, the author feels a sense of Zeitgeist about the SEM programme and the federal Europe that it implies. Attitudes and institutions in business must be developed to achieve the destiny of European integration.

Date: 1988
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