Abstract:

The need for research in Europe could thus fall into one (or a combination) of the following clearly defined important groups. A. Single country projects in order to establish first of all if there is a potential market in the country and possibly secondly how this potential should be exploited. At this stage a list of possible acquisitions could be a major objective.; B. Single country studies where the overall potential is already known but data is required on how to exploit it profitably; C. A multi-country project looking at the total European market in order to establish in general terms how a company should plan: 1. its overall investment strategy. 2 . its detailed marketing plans. d . A multi-country project where the overall potential is already known and where data is needed on how to exploit the markets profitably.