This volume analyses the business environment in East Asia with reference to trade and investment flows within the region and between East Asia and Europe. Focusing on the two-way flow of management ideas, investment and technology, this study highlights the way in which both sides can benefit.

1 Introduction 2 Europe and the Orient Express-the impact of East Asian trade on European economies 3 Korean investment in Europe: motives and choices 4 The application of international strategic alliances to enhance competitive advantage: the experience of leading Taiwanese firms 5 Italian firms in ASEAN countries: direct investment and non-equity linkages between Asian and Italian firms 6 Is Europe missing the Asia boat? An overview of EU-Asia Pacific relations 7 Globalization of European enterprises: the case of East Asia 8 Opportunities for trade and investment in South Korea 9 Levels of culture and Hong Kong organizations 10 Japanese product transplants in Asia and consumer choice 11 The internationalization process and control style of MNCs: the case of Korean electronics companies 12 The recent changes in PRC's economic development strategy and their impact on Foreign Direct Investment in China 13 The economic restructuring of the state-owned enterprises in China and the implications for European investment 14 FDI policy and inward direct investment in China 15 Financial centres in the Asia Pacific Region: the prospects for Taipei 16 The European Union and East Asia: prospects for future economic co-operation