Multinational corporate communications: a growth sector

Article Abstract:

International business enterprises will need to place more emphasis on corporate communications to be successful in the 1990s. Research by UK business designer Wally Olins reveals that a firm's identity will be the most significant element related to consumer choice. To cope with this development, corporations will need to learn how to market themselves to all consumers via product design, marketing, public relations, and corporate design. To communicate effectively across various cultures, firms will need to define a clear identity that can be adapted locally.

Research, Telecommunications systems, Corporations, Corporate culture, Public relations, Olins, Wally

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Asea-Brown Boveri: generating new hope for Europe

Article Abstract:

Asea-Brown Boveri, created in a 1987 merger, is the world's largest electrical engineering company. There may be far-reaching implications for Europe's economic competitiveness with the US and Japan. Several equally ambitious European mergers failed in recent years, but the Asea-Brown Boveri merger had several factors in its favor. The economic climate of Europe is now more hospitable to mergers. Asea-Brown Boveri is headed by Percy Barnevik, who rebuilt Asea in the early 1980s, and he is regarded as one of the most capable business executives in Europe.

Management, Europe, Economic aspects, Acquisitions and mergers, ABB Inc.

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