Publications
Publications
- September 2003 (Revised June 2006)
- HBS Case Collection
"American Challenge, The:" Europe's Response to American Business
By: Geoffrey G. Jones and Meghan Gallagher-Kernstine
Abstract
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; Investment; Cross-Cultural and Cross-Border Issues; United States; Europe
Citation
Jones, Geoffrey G., and Meghan Gallagher-Kernstine. "American Challenge, The:" Europe's Response to American Business. Harvard Business School Case 804-057, September 2003. (Revised June 2006.)