Book excerpt: As Europe moves towards greater integration there is increasing recognition of national "differences "in European business - because of significant diversity in national cultures and social institutions affecting business systems. This book explores key characteristics of firms and markets in eight European countries - Denmark, Finland, The Netherlands and Germany compared with Britain, Sweden, Italy and France. Some contributors focus on overall business patterns in the countries concerned while others examine particular industries and sectors to consider the relationship between national influences and cross-national sector developments. To provide a European/East Asian comparison one contribution looks at firms and strategies in Japan and Hong Kong.