Magazine article Marketing

Getting to Grips with Europe

Magazine article Marketing

Getting to Grips with Europe

Article excerpt

Getting to grips with Europe

For a country which is not supposed to be interested in Europe, we are not doing badly. Heseltine, Lawson, Howe and Thatcher have all been replaced over an issue which has become central to UK politics. Whoever leads the Conservative Party into the next election will be backed by a party which has been badly split, though all the signs are that they will benefit from a sharp reduction in inflation and interest rates in 1991 and a consequent rise in electoral support.

Yet in many ways the question is not who will win the next election, but whether a UK government can do anything to influence the way in which Europe develops. Several points are relevant here.

First, the sovereignty debate has come a little late. Whether it was BA's takeover of BCal, the rules on vehicle emissions or the legislation on the provision of banking services, it was the EC which initiated the changes. While little progress has been made in some sectors -- food, and over-the-counter medicines -- and while national governments still have authority in others -- the marketing of financial services -- many businessmen recognise that the EC is becoming the key source of legislation. …

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