This article reports the results of personal interviews with multinational managers regarding the changing business environment in the European Union (EU). The study investigates pharmaceutical executives' perceptions of significant issues facing their industry in the EU and what types of...

This paper investigates the changing business environment of the pharmaceutical industry as a result of regional integration. Peggy Chaudhry, Peter Dacin and J. Paul Peter develop specific research propositions on such issues as regulated prices, Pan-European selling tactics, gray markets, and...