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Exporting the American ModelThe Post-War Transformation of European Business$
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Marie-Laure Djelic

Print publication date: 1998

Print ISBN-13: 9780198293170

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780198293170.001.0001

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From Control to Conversion

From Control to Conversion

Embedding the Corporate Model in Western Europe

(p.187) 7 From Control to Conversion
Exporting the American Model

Marie-Laure Djelic

Oxford University Press

This chapter discusses the process of embedding the American model of business and industrial production in Western Europe. The launch of the Marshall plan in 1948 provided the U.S. an opportunity to extend its hold over the economic affairs of Western Europe. The Economic Cooperation Administration (ECA), the American agency in charge of foreign assistance, used a coercive or control mechanism to ensure the success of the embedding process. This type of mechanism was necessary to impose rapid changes in the face of strong national resistance, and to limit the extent of reinterpretation and adaptation of the original business model.

Keywords:   American business model, industrial production, Western Europe, Marshall plan, Economic Cooperation Administration

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