WESTERN EUROPE
For reasons of both profit and prestige, U.S. companies find Western Europe increasingly attractive as a place to do business. Since 1958 their investment in European ventures has more than doubled, from $4.6 billion to an estimated $9.6 billion last year—and it is still rising fast. Obviously, the ocean crossing has been largely successful, or American firms would not be so anxious to make the trip. But too often, both Europeans and Americans in Europe agree, U.S. businessmen step onto Europe on the wrong foot, making costly blunders that are usually avoidable.
Some mistakes, of course, stem only from the...
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