European countries are much diversified in many aspects: culture, languages,economic development, inflation, gross domestic product, ect. These issues should be considered while planning to do business in those countries. The attached essay gives more details.
I agree with the idea that EU citizens are more diverse. one important aspect that most of the citizens are concerns about is the code of ethics and product that environmentally friendly. Moreover, they are concerns about the ethical citizenship which mean consumers are more concerns about the symbolic image of the brand not only the functional image. This means that you have to consider areas such as the working condition through the supply chain etc.
Thank you for this challenging question, Niyungeko Antoine!
I would start with the ease of doing business scores in the EU:
https://www.doingbusiness.org/content/dam/doingBusiness/media/Profiles/Regional/DB2019/EU.pdf
continue with the Global Competitiveness Index
http://www3.weforum.org/docs/WEF_TheGlobalCompetitivenessReport2019.pdf
and European Regional Competitiveness Index
https://ec.europa.eu/regional_policy/en/information/maps/regional_competitiveness/
One can remark the disparities between countries and regions, different legislations (see for instance the minimum wage policies, taxation) etc. Each EU country has a set of strengths and weaknesses in terms of: institutions, infrastructure, macroeconomic environment, human development, market size, various markets efficiency (labour, financial etc.), technological readiness, business sophistication and innovation and top investors are aware of this. Besides, consumer behaviour is also a key element to take into account and this is reflected by many aspects, including culture, standard of living and quality of life.
Further comments are welcome!
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