chapter  8
32 Pages

Discovering European Diversity

How to persuade a Swiss or a Dutch businessman for a price discount?

How do you start your sales presentation to the British vs. the Italians?

For the past 50 years, Europe has continually been one of the greatest markets for foreign products, while also exporting numerous goods. Its importance in the global marketplace is only bound to increase as the Euro replaces the currencies of the many nations that comprise the European Union. Indeed, many analysts predict that, in the near future, Europe may be the dominant force in the global economy. Whether selling goods to Britain or procuring goods from Germany, the first step toward successfully dealing with Europeans is to master the norms that affect business in the region.