Choice Review

Dudley offers a practical and operational guide for international business managers on how to meet the challenges and opportunities posed by the formation by 1992 of a single unified market in the European Communities. Dudley, a management consultant, drawing on his extensive management experience in Europe and elsewhere, recommends that managers reexamine their firms' competitive position in light of the prospects of a single EC market. He offers a number of strategic and operational approaches on how to exploit the opportunities presented by the removal of remaining barriers to the movement of goods, services, capital, and labor presents. In separate chapters, Dudley examines aspects of marketing research, new product development, pricing, advertising, and foreign exchange management that will be necessary for firms to function effectively in the new competitive environment that the unified single market will generate. In contrast to Michael Emerson et al., The Economics of 1992 (1989), and Paolo Cecchini, The European Challenge, 1992 (1988), which draw on economic analysis to assess the economic effects of completing the internal market, this work is descriptive and business oriented. Bibliography cites mainly international business and marketing sources. Academic and professional business collections. -C. J. Siegman, Federal Reserve Board