The European Truck Manufacturing Industry: An Industry Overview

Abstract

The preceding two chapters have given some insight into the ways that corporate managers in Europe are evaluating the challenges and strategic options that face them as they prepare their companies to chart new paths into the twenty-first century. However, before going on to look at some other specific company situations, from different countries and sectors within Europe, it is interesting to pull back and take a more ‘macro’ perspective of an entire industry and to examine the changes taking place within it as the individual actors each aim to ensure their own profitable survival.