For companies operating across Europe there are four key issues which are currently shaping the business environment: the integrity of the EU’s single market; the European Monetary System and the degree of stability between currencies; the geographic scope of the single market; and the health of the different country economies. The CBI European Business Handbook, now in its fourth edition, provides practical advice for companies attempting to “keep one step ahead”.
This handbook is primarily a collection of papers written by business experts. There are 86 papers in all, arranged in 13 sections. The first section begins by considering the future shape of Europe and the papers here consider the single currency, the prospects in Russia and the integration of Central and Eastern Europe into the EU. Further sections deal with such topics as competitive Europe, which considers working practices and privatization; the potential impact of the Single Currency; business prospects; developing world class products; sources of funding; and the competitive infrastructure. Each paper is, on average, only three to four pages in length. They therefore present a broad overview of the topic, not an in‐depth analysis. However, all are full of practical advice and guidance on trading in Europe. Two of the most useful sections of the handbook outline the prospects in each of the markets of the current 15 EU members and the 14 applicant countries. These sections have been written by the main trade association or employers federation within each country. Each country’s current competitive position is considered together with their economic prospects and their attitude towards future development of the EU.
The Charity and Sponsorship Supplement is focused towards corporate giving and support. The papers here have been written by the charities themselves and are arranged in sections covering areas such as animals, arts and culture, the blind, children, medical research and social welfare. Numerous advertisements appear throughout each of the two volumes. These do, however, provide additional useful information rather than being obtrusive.
As Sir Colin Marshall says in the introduction: “Britain cannot hope to compete successfully in the global market if we are not already competing successfully in Europe”. The CBI European Business Handbook provides an introduction to much of the information and opportunities for British businesses to grasp within one of the world’s largest markets.
