{"id":5171,"date":"2026-03-05T13:19:50","date_gmt":"2026-03-05T12:19:50","guid":{"rendered":"https:\/\/www.uni.lu\/llc-en\/?page_id=5171"},"modified":"2026-04-02T09:17:01","modified_gmt":"2026-04-02T07:17:01","slug":"american-firms-in-europe-strategy-identity-perception-and-performance-1880-1980","status":"publish","type":"page","link":"https:\/\/www.uni.lu\/llc-en\/resources-collections\/staff-pick\/american-firms-in-europe-strategy-identity-perception-and-performance-1880-1980\/","title":{"rendered":"American firms in Europe: strategy, identity, perception and performance (1880-1980)"},"content":{"rendered":"\n
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\nSelection for March 2026<\/h2>\n\n\n\n
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American firms in Europe: strategy, identity, perception and performance (1880-1980)<\/strong><\/p>\n\n\n\n

Hubert Bonin & Ferry de Goey, 2009<\/p>\n\n\n\n

a-z.lu<\/a><\/p>\n\n\n\n

How did American companies conquer European markets long before the era of tech giants and platform capitalism? Drawing on nearly a century of history, this rich collective volume offers a deep dive into the strategies, images, and political reception of American firms operating in Europe. <\/p>\n\n\n\n

Rather than telling a single story of \u201cAmericanisation\u201d, the book reveals a plurality of trajectories shaped by national contexts, industrial sectors, labour relations, and consumer cultures. From corporate strategy to advertising, from public resistance to successful integration, the contributors show how American firms continuously negotiated their place within European societies.<\/p>\n\n\n\n

Bringing together leading scholars in business and economic history and framed by a synthetic comparative essay, this volume stands out as a reference work that connects economics, politics, and culture in a truly transnational perspective.<\/p>\n\n\n\n

I particularly recommend this book to:<\/p>\n\n\n\n