| Abstract: | Having the right products alone will not be enough to ensure success in the Single Market. Winning new business will demand the capability to treat customers across a wide swathe of Europe as if they were just down the street. Former national firms need to reach out beyond their borders with sales and service strategies capable of combining pan-European efficiency with adjustment to local needs. This requires new types of partnerships with established channels as well as increased investment in local sales, distribution and service subsidiaries. The rewards are both additional sales today and faster corporate learning about new markets which will bolster advantage tomorrow. Looking at established networks, it is clear that some companies are already well ahead in the race to establish cross-border sales and service support. On average German firms also tend to be ahead of their British, French and Italian cousins. As Europe becomes the strategic market for more and more businesses there is no time to lose in closing this gap. |
