ABSTRACT
The European Union (EU) continued to be the biggest global player in the international trade in services. Internationalization of services in the diverse and multicultural environment of Europe may give a challenging added value to a company. A difficulty in designing an internationalization strategy for services is that often the initial success of a service is related to the features of the domestic market. The chapter describes some features – which may be important for a commercial manager – of the European internal market. It discusses relevant aspects for international strategies and practical considerations for introducing products and/or maintaining market share in existing markets. The chapter also describes the impact the internet has had and continues to have on the European services sector. The EU can generate infrastructure and regulations and harmonize the legal environment in order to stimulate companies to internationalize.
