As progress in regional economic integration brings new conditions for marketing strategy, one implication is a change in relative importance of factors impeding international competition. In this paper, an extended categorisation of such impediments is given in company strategic terminology. Empirically, data comparing earlier and later stages in the European Internal Market process are presented, indicating relatively low impact and giving support to the view behind the differentiation of obstacles.
These proceedings are reprinted from the original edition: World Marketing Congress, Volume VIII edited by Samsinar MD Sidin and Ajay K. Manraiby, © Academy of Marketing Science 1997.