Erratum Available to Purchase

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/07363769210037006. When citing the article, please cite: Gianluigi Guido, (1992), “What U.S. Marketers Should Consider in Planning a Pan-European Approach”, Journal of Consumer Marketing, Vol. 9 Iss: 2, pp. 29 - 33.