Magazine article Marketing

The Information Highway Gets Go Ahead from EU

Magazine article Marketing

The Information Highway Gets Go Ahead from EU

Article excerpt

Europe, or rather the EU, seems at long last to have come off the fence and be going for three important prosperity initiatives. At the start of the year, the Commission published a livre blanc (white paper) under the auspices of Jacques Delors, with very clear recommendations to encourage, finance and regulate information technology, biotechnology and audio-visual technology.

The stated reason for this massive "go-ahead" signal is the steadily rising unemployment levels throughout Europe, plus the fear of invasion by Japan and the US who have had fewer inhibitions about these new technologies.

The first likely impact of the expected European initiative will be the need for these new areas to adopt marketing mind-sets. In the race for competitive dominance, these "green-field" enterprises will rapidly recognize the need to stake out their propositions and positioning statements for shareholders and consumer/end-users alike. And as the new technologies make old products rapidly redundant, the consumer or end-user will need clear and powerful signalling to guide them through the complex plethora of what's on offer.

The big news on "information highways" is also going to have an impact on marketing. A lot of people in the US are rubbing their hands with glee at the rich rewards they expect to reap from their more advanced systems and the bombardment of European markets with their advertising.

The second likely effect is that there will develop a marked split in consumer attitudes. …

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