From fragmentation to integration: A conceptual Pan-European marketing formula

To survive in the Europe of 1992 and after, managers must know how to capture the new Euro-consumer markets. The marketplace of yesteryear, made up of small, insular and often protected domestic markets will soon be defunct. In its place a new vibrant Pan-European* geographic and economic space is emerging which needs a fresh approach. Forward thinking managers are already anticipating consumer needs and behaviour and beginning to switch from fragmented domestic marketing to fully integrated marketing strategies and organisations. It is true that Philips, Bennetons and Olivetti, to name some of the companies quoted most often, have largely been operating that way for some years. Most firms though still have a long way to go. This article puts forward a general model to assist managers conceptualise and configurate the single EC market. It also suggests some ideas on how to construct integrated Pan-European marketing strategies and organisations for the new emerging marketplace. Managers will have to add their own specifics to what is proposed to make it as useful as possible.