Troubles at home keep the ‘minnows’ out of Europe

With inflation and the headaches posed by VAT yet to be sorted out, small and medium‐sized firms are hesitant about venturing into Europe. Yet it is these companies who face the gravest threat from Continental incursions into the UK market. Thomas Hickman examines the dilemma of these ‘fainthearts’, reports the experiences of three companies who took up the EEC challenge and outlines essential qualities for the British executive based in Europe.