American Firms in Europe - Strategy, Identity, Perception and Performance (1880-1980)

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Hubert Bonin et Ferry de Goey - American Firms in Europe - Strategy, Identity, Perception and Performance (1880-1980).
The processes of the Americanisation of Europe and the moves of American firms abroad have been already well studied. But the very expansion of American... Lire la suite
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Résumé

The processes of the Americanisation of Europe and the moves of American firms abroad have been already well studied. But the very expansion of American firms in Europe still lacked a comprehensive survey. This book gathered two dozens of academics on an actual European level, which paves the way to comparisons, synthetised by leading business historian M. Wilkins. The breakthroughs achieved here concern the topics of timetable and rhythms of American FDIs in Europe, the patterns followed in each country, along with the specificities of each industry or service sector, and the strategy adopted by big firms. Beyond the facts, the immaterial aspects of this business history are scrutinised, especially about the perception of American firms by Europeans: firms' corporate image and identity were at stake. The Europeanisation of American firms is a key issue, about industrial relations, management. commercial policies. brand image, connections and embeddedness. The positions of public authorities and of (industrialists and trade unions') lobbies in front of such an American offensive are also gauged. Graphs and tables of figures provide numerous data. And a few chapters are accompanied by an overview of ads published by American affiliates in newsmagazines. to fuel analysis of their perception by consumers.

Sommaire

  • INTRODUCTIVE ISSUES
    • American companies in Europe : issues and perspectives
    • US business in Europe : an American perspective
  • CASE STUDIES IN A FEW COUNTRIES
    • First American firms coming to France
    • The case of US companies in Switzerland
    • Investing in developing economy : US and European direct investment in Italy
    • US Multinationals in the Netherlands in the 20th century : the open gate to Europe
    • US Investments in Spain
    • Foreign direct investment, economic aid and modernisation : US firms in Spain
    • US Investments in Denmark, an overview with focus on motives and attitudes
  • INDUSTRIES AND INSTITUTIONS
    • The Singer Company in Russia
    • American multinationals in British retailing, performance and identity
    • The limits of American multinationals in consumer goods : the case of automobile and consumer electronics in France
    • Coping with "Cooperative Capitalism": Procter & Gamble's market entry in Germany in the 1960s
    • Anglo-American relations and the co-production of American "hegemony" in pharmaceuticals
    • AmCham Spain and the transformation of Spanish business, 1917-2007
    • The history of the Paris American Chamber of Commerce (1894-1994)
    • Ford's strategy towards European integration after World War II
    • How deal with internationalisation strategies of US business? The reception of Ford by British and Gel-man trade unions (1967-1973)
    • American business spreading modernity into France - Equipment goods and mass brands - Strategies, identity and perception (from the 1940s to the 1980s)

Caractéristiques

  • Date de parution
    01/12/2008
  • Editeur
  • ISBN
    978-2-600-01259-1
  • EAN
    9782600012591
  • Présentation
    Broché
  • Nb. de pages
    699 pages
  • Poids
    0.975 Kg
  • Dimensions
    16,0 cm × 24,0 cm × 3,5 cm

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À propos des auteurs

Hubert Bonin is professor in modern economic, business and banking history al Sciences Po Bordeaux and Gretha research centre at Bordeaux University (France). Ferry de Goey is assistant professor in modern western history (specialising in business history) at the Faculty of History and Arts, Erasmus University Rotterdam (Netherlands).

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