EU Class 3-Transnational Marketing

EU Class 3-Transnational Marketing - Transnational market...

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Transnational market making and business strategy Erik Højbjerg, Associate Professor, PhD Department of Management, Politics and Philosophy
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2 Agenda What is a market? A quick history of the Common Market SEA and the New Approach The LEGO Company strategy and the toy market
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3 Question: What is the difference between a law and a technical standard?
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4 The explosion of politics Creates the problem ’governance’: The EU cannot be described solely in judicial terms There are more political instruments than legal acts Governance confronts the task of constituting a unity of these varieties of tools, actors, processes
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5 The idea and institution of ‘a market’ ‘Market’ is not a thing … It is an idea and an institution, which can take various forms Market is an object of political struggle An ideal of ‘free movement’ as opposed to ‘hindrance’ such as tariff barriers
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6 A short history of ‘the market’ Thanks Dr. Frankel! The concept of market (and how it is to be realised) has changed dramatically since the est. of EEC in 1958. It has changed from the natural and given market - over the politically constituted market - to the transnationally negotiated market
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7 The natural and given market In 1958 it was expected it would emerge by itself - if only politics did not interfere The market was – contrafactually – assumed already present (potentially) Should be realised by a politics of liberalisation Supra-national method for realisation of the market
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8 The politically constituted market Since mid-60s, the market was
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This note was uploaded on 04/08/2008 for the course HIST HE35 taught by Professor Multiple during the Spring '08 term at Copenhagen Business School.

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EU Class 3-Transnational Marketing - Transnational market...

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