This 1994 book offers a comparison of British and German industries' reaction to the opportunities and threats offered by the single European market (SEM). It outlines the effect that the SEM was expected to have on the two countries and contrasts this with their actual progress based on published data and a detailed study of four industries. While the single European market has had an impact, many measures have had a far weaker effect than expected. The existence of other barriers not tackled by the SEM programme - weakened measures, poor implementation, global business trends and the recent recession - helps dominate the impact of the SEM. Nevertheless the SEM stands out as one of the striking influences on British and German industries for many years. Germany, with its geographical advantage and stronger manufacturing seems better placed to benefit, but the less regulated and often more flexible UK economy may have competitive advantages as the pressures increase.
• An analysis of the impact of the SEM on the UK and Germany • A book produced after the initial euphoria had subsided in the cold light of the problems of German unification and recession • A comparison based on published data and case studies rather than a theoretical assessment
1. Routes to change; 2. The UK and German economies; 3. The retailing industry; 4. The pharmaceuticals industry; 5. The insurance industry; 6. The machine tool industry; 7. Conclusions.