The second edition of European Business and Marketing will be published in 2000 in time for the millennium and has been fully revised to incorporate much modern thinking in Europe. It includes material on the Euro and the enlargement of the European Union and the development of global companies with a European base. The text has been researched and written especially for students on undergraduate and post graduate courses, who need to understand modern European marketing, the European Union and the distinct features that are emerging in the World's largest market place. The second edition of the successful European Business and Marketing text has been fully revised and includes new chapters on marketing strategy in Euro
Chapter 16: Gruppo Massone: Acquisition Venture into the UK
Gruppo Massone: Acquisition Venture into the UK
This case study takes the format of a report to the Managing Director of Gruppo Massone, the leading Italian supplier to the catering market in Italy. Gruppo Massone intended to enter the UK market and required basic information before carrying out extensive research.
Background to the UK
After 18 years of Conservative government, restrictions ...