Changes in marketing, social policy and management to achieve the Europeanisation of business in the 1990's (French)

Date of publication: June 15, 1991

Author: Jacques Paitra


Our real starting point is Europeanisation. We are not asking questions about the future of Europe, about economic Europe, scientific Europe, social Europe, political and institutional Europe, or even monetary Europe. What exactly do we mean by Europeanisation? We must ask ourselves if a new movement is taking on a shape and character; a movement of change involving lifestyles, morals, national and regional culture and collective representation, as well as individual values, feelings and motives, giving Western Europe its own distinct identity and setting it apart from the other major zones of influence throughout the world.

Jacques Paitra


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