The European market presents numerous opportunities and challenges for business enterprises. In this anthology, lecturers and researchers of Saarland University's Europa-Institut present the latest findings and trends of their most important research topics. They discuss the present state of the art in European management, focussing on the areas of marketing & commerce, finance, human resource management & entrepreneurship, as well as European policy. Important environmental changes like the EU enlargement have been taken into account and the consequential challenges for Old Europe concerning management and policy are identified and analysed."Strategic Management - New Rules for Old Europe" addresses researchers, students and executives in the areas of international management, business administration, organisation, marketing, commerce and human resource management.Univ.-Professor Dr. Christian Scholz holds the chair in Business Administration, in particular Organisation, Human Resource Management and Information Management at Saarland University, Germany. He is Director of the Institute of Management Competence and Director of the Europa-Institut at Saarland University, Germany.Univ.-Professor Dr. Joachim Zentes holds the chair in Business Administration, in particular Foreign Trade and International Management at Saarland University, Germany. He is Director of the Institute for Commerce & International Marketing and Director of the Europa-Institut at Saarland University, Germany.

"Lecturers and researchers at Saarland University's Europa-Institut present the latest findings and trends of their most important research topics. They discuss the present state of the art in European management, focussing on the areas of marketing & commerce, finance, human resource management & entrepreneurship, as well as European policy."

Changes in the Institutional Environment.- European Labour Markets: From Low to High Labour Demand Elasticities.- Sense-Making Processes in the Council of Ministers: From the ECSC to the European Constitution.- Accounting in Europe: From National Accounting Charts to Globally Converging Standards.- Banking Supervision in Europe: From Basel I to Basel II.- European Entrepreneurship: From Deterministic Government Policy to Market Experimentation.- Changes for Companies: Outside-Inside-Perspective.- Relationship Marketing in European Consumer Goods Markets: From Marketing Mix Orientation to Customer Life Cycle Management.- The Delights and Dangers of Global Branding: From Worldwide Brands to a Global/Local Dialectic.- Dynamics of the Internationalisation of European Retailing: From a National to a European Perspective.- Changes for Companies: Inside-Outside-Perspective.- European (Virtual) Team-Building: From Optimism to Efficiency.- International Corporate Cultures: From Helpless Global Convergence to Constructive European Divergence.- International Supplier Relationship Management: From Transactional to Relational Purchasing.- Consequences for Germany.- A Strategy Map for Germany: From Passive Self-Pity to Offensive Self-Renewal.