EG-ASEAN Wirtschaftsbeziehungen: Ergebnisse eines Forschungsprojekts

Abstract The paper reports on major findings of a research project on the competitiveness of European companies in ASEAN markets. The loss of European market shares in this region is shown to be a symptom of the declining international competitiveness of European firms vis-a-vis suppliers from other industrialized and also from developing countries. The unsatisfactory performance can be traced to the disinclination of European firms to invest in overseas marketing and production activities. This relative neglect of the ASEAN countries has its main roots in the process of economic integration in Europe which has offered profitable export and investment opportunities both within the European Cemmunity and in associated countries. These locational advantages in and around Europe are, however, largely policy-induced and, therefore, artificial. To regain market shares and to strengthen the competitive position of European suppliers would require a reconsideration of marketing strategies at the company level and some degree of reorientation of European economic policies.