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I believe it will be revolutionary—and those companies that act the fastest will be<br />
the ones to make the substantial gains in the future. Indeed, I would go even further. I<br />
believe that if you haven't today already got a clear plan in place to take account of this<br />
effect that the SEA will have when it comes to force an 31st December 1992, it may<br />
already be too late.<br />
Now for some tactical advice—how to organize a revolution.<br />
(Slide 36)<br />
For this I've called upon the collective wisdom of prior experts to this field: Marx,<br />
Lenin, and Mao.<br />
• Get rid of the old guard<br />
• Build a new team<br />
• Explain the new reality<br />
• Develop a new philosophy and culture<br />
• Implement a new strategy<br />
• Declare a general modularization<br />
• Keep the revolution going<br />
(Slide 37)<br />
To conclude, I believe we do have a picture of 1992; we think we know what it will<br />
look like, but the trouble is, it is currently a jigsaw and the pieces are distributed<br />
throughout the countries in Europe. For the first time in nearly two decades, the 1990s<br />
offer the outlook of a new springboard for economic policy management and for major<br />
reductions in chronic European unemployment.<br />
I would like to close by postulating the answer to the following question: What will<br />
be the critical success milestones looking back to 1992 in, say, 1998?<br />
The first is really a prerequisite, without which the reality of a single European<br />
market will be unattainable—monetary unity and a central European bank. The second is<br />
qualitative, a perspective, and that is the feeling that the job is not quite finished yet.<br />
And third, the quantitative aspect, that the growth in Europe was higher than it would<br />
have been had unity not occurred.<br />
The challenge of a single European market by 1992 is first and foremost a challenge<br />
for Europeans. If they respond robustly, they will propel Europe onto the world stage in<br />
a position of competitive strength and on an upward trajectory of economic growth<br />
lasting into the next century.<br />
Jennifer Berg<br />
Malcolm Penn<br />
12 © 1988 Dataquest Incorporated July ESAM Newsletter
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