chapter  20
14 Pages

European Public Relations Practice: An Evolving Paradigm

ByVincent Hazleton, Dean Kruckeberg

Consider the words of Eberhard Von Kuenheim (as cited in Gross , 1992), former chair of BMW AG, who compared the automobiles made by his European company to vehicles manufactured by the Japanese .

Although the Japanese might resent this unfavorable comparative assessment of their heritage and education , Kuenheim's point has some validity. Respect is due to the Europeans for who they are as well as for their traditions .