International challenges –international marketing

BIBM, 1050 Brussels, Belgium

In modern, united Europe, technical regulations and guideline of all kinds are no longer made in the ‘peace and quiet’ of the national states, but increasingly at European level. These detailed regulations are based on superordinated basic principles of the European Commission. The regulation make sense if they solve superordinated problems in consensus. The flip side of the coin, however, is that unsolved national problems are delegated ‘upstairs’ and become the problems of those for whom the object either doesn’t exist or is unimportant. The above-mentioned regulations in particular are the reason for scepsis in many countries towards ‘Brussels’.

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