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Constructing a European MarketStandards, Regulation, and Governance$
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Michelle Egan

Print publication date: 2001

Print ISBN-13: 9780199244058

Published to Oxford Scholarship Online: November 2003

DOI: 10.1093/0199244057.001.0001

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Strategic Firms in an Integrated Market

Strategic Firms in an Integrated Market

(p.236) 10 Strategic Firms in an Integrated Market
Constructing a European Market

Michelle P. Egan (Contributor Webpage)

Oxford University Press

Focuses on the impact of market integration upon corporate policies and strategies, an issue that has not been adequately addressed in the single market literature. Companies must adjust their strategies in response to regulatory changes, and the perceived impact of efforts to promote European standardization is analysed through survey research. The chapter concludes that a number of problems remain in addressing trade barriers and improving market access in Europe, but these problems are not always regulatory issues but instead reflect market behaviour and industry practice. The policies undertaken by the European Union have also impacted companies beyond the boundaries of the single market, and thus third country efforts have focused on ensuring non‐discrimination for companies outside Europe. Corporate responses—particularly from American firms—to changes in the European business and regulatory environment have resulted in increased efforts to seek greater access, promote their influence, and avoid extensive adaptation. The European single market and its emerging regulatory regime are clearly shaping firm policies, perceptions, and strategies at the national, regional, and international level.

Keywords:   adaptation, American firms, corporate policy, corporate strategy, European standardization, European Union, market behaviour, market integration, regulation, single market

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