Europeanisation of business: are we witnessing the creation of the new common European culture?

Abstract

European integration brought upon a number of side effects such as the concept of panEuropean citizenship or the concept of Europeanisation. This concept has been extended to “up-loading to the EU, shared beliefs, informal and formal rules, discourse, identities and vertical and horizontal policy transfer”. Further questions concerning conceptualizations of Europeanisation usually relate to direct and indirect impacts, diversity and uniformity effects. However, does it mean that Europeanisation extrapolates to business communications and leads to the creation of a new common European business culture? Are we witnessing the creation of the new common European culture? This paper aimes at answering the mentioned-above questions by studying concepts of European business, European customer and Europeanisation itself.