The Spanish economic convergence and cohesion Euro Zone: Proposed increase business competitiveness from the perspective of marketing

Abstract

The objective of this report is to present a set of proposals headed to improve the convergence and cohesiveness of the Spanish economy within the EU. These proposals are particularly meant to increase the competitiveness of the Spanish companies with in the Euro Zone. Having this in mind, the analysis is conducted from two approaches: the one of the Government and the one of the company itself, as well asfrom a double perspective: the one of economics and the one of marketing. Approaches and perspectives all of them complementary and absolutely needed toincrease the competitiveness of the Spanish companies in the above mentionedarea. As a result of the implementation of the recommended proposals, it is expected to obtain a substantial improvement in terms of competitiveness and thereby, a decrease in the traditionally high price elasticity of demand of the Spanish exports tothe Euro Zone. Finally, it is stressed the importance of the coordination of all actions from the different Government agencies as well as companies in order to get the maximum energies and to avoid duplicities of efforts.