個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
"The American Challenge:" Europe's Response to American Business
內容大綱
Examines the tensions multinationals cause by focusing on Europe's reaction to the growing U.S. multinational investment in the 20th century. Initially, Europeans rarely felt threatened by U.S. investments, however, tensions grew over time. After the Second World War, there was a major political and cultural storm over the "Coca Colonization" of France. Takes its name from the often-cited book by Jean Jacques Servan-Schreiber, published in 1967, which symbolized the ambiguous feelings of many Europeans toward U.S. investment. In other countries, U.S. management practices aroused antagonism.