Conquering the American market

The organization of business at the national level differs between countries. This book studies the question on how multinationals cope with these differences and to what extent they reduce these differences between countries. An in-depth analysis has been made of the expansion of Dutch banks and insurance companies in the American market. It aims to explain why success was achieved with some activities and why expansion in other fields failed. Three important Dutch companies were studied: ABNAMRO, Rabobank and Nationale-Nederlanden, and five activities were distinguished: retail, corporate and investment banking, and life non-life insurance.