Competing Under Regulatory Uncertainty: A U.S. Perspective on Advertising in the Emerging European Market

Abstract

Contemplating the 1992 changes in the European Community, this study examines among-country variation in Europe among EC members and nonmembers. Three propositions are tested against data that describe advertising regulations for four key consumer product categories. Findings indicate that there are inconsistencies in these regulations among countries in Western Europe, including EC member nations.

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