| HBS Case Collection
(Revised from original 2003 version)
"American Challenge, The:" Europe's Response to American Business
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.
Keywords: Management Practices and Processes;
Cross-Cultural and Cross-Border Issues;
Jones, Geoffrey G., and Meghan Gallagher-Kernstine. "American Challenge, The:" Europe's Response to American Business. Harvard Business School Case 804-057, June 2006. (Revised from original September 2003 version.)