Summary
American firms are growing their European presence
American companies are poised to be major players in Europe as they expand aggressively in the region. Switzerland is not excluded where such US firms as McDonald's and Wal-Mart intensify their market position in their bid to go head-to-head with local companies. Aggressive marketing and advertising targeting young people who love to copy American lifestyles are helping US firms market their products and services.See the full content of this document
Extract
Stars and stripes.
The irresistible march of transatlantic influence and products on the Swiss market and even national identity and traditional values continues apace. We assess the scale of the quiet takeover.
In Douglas Ivester's first major public speech after becoming president of Coca-Cola in 1994, he compared the soft drinks behemoth to a wolf. Coca-Cola's wolf, he snarled before an audi...See the full content of this document
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