CONTENTS	7
	PREFACE	9
	LIST OF ABBREVIATIONS	11
	INTRODUCTION AMERICANIZATION AS A COMPREHENSIVE CONCEPT OF ECONOMIC DEVELOPMENT DURING THE 20th CENTURY	13
	A CONCEPT AND ITS QUESTIONS	13
	DEFINITIONS OF AMERICANIZATION AND RESEARCH METHODS	15
	LITERATURE ON AMERICANIZATION	19
	THE ROOTS OF AMERICANIZATION	20
	AMERICANIZATION AND SOCIAL SCIENCE THEORY	23
	TEMPORAL SWINGS IN AMERICANIZATION	25
	PART 1 THE FIRST WAVE OF AMERICANIZATION 1870-1945 CHAPTER 1FORDISM AND TAYLORISM COME TO EUROPE	28
	CHAPTER 1 FORDISM AND TAYLORISM COME TO EUROPE	29
	STANDARDIZATION AND INTERCHANGEABLE PARTS	30
	AMERICAN BIG BUSINESS AND INDUSTRIAL CONCENTRATION	34
	RATIONALIZATION AND SCIENTIFIC MANAGEMENT	36
	MOTION PICTURES AND AMERICANIZATION	42
	1929: THE COLLAPSE OF THE AMERICAN-STYLE CAPITALISM	45
	FASCISM AND AMERICANIZATION	46
	THE UNITED STATES VERSUS EUROPE TO 1945: INDIVIDUAL VALUES AND NORMS	47
	THE UNITED STATES VERSUS EUROPE TO 1945: CONCEPTS OF WORLD ECONOMIC ORDER	49
	CONCLUSION: ADOPTING FORM, REJECTING CONTEXT	51
	PART 2 THE SECOND WAVE OF AMERICANIZATION: THE GREAT POST-WAR BOOM, 1945-1975	55
	CHAPTER 2 AMERICANIZATION AS A MISSION, 1945-1955	57
	AMERICAN INTERNATIONAL COMMITMENT AFTER 1945	57
	REBUILDING EUROPE: THE MARSHALL PLAN	59
	AMERICAN AID AFTER THE MARSHALL PLAN: THE PRODUCTIVITY MISSION	62
	OCCUPATION POLITICS: THE US-ZONES IN GERMANY AND AUSTRIA	66
	CONCLUSION: THE LIMITS OF DIRECTED AMERICANIZATION	70
	CHAPTER 3 MASS PRODUCTION, MASS DISTRIBUTION, AND NEW TECHNOLOGY	73
	FOREIGN DIRECT INVESTMENT AND ITS EFFECTS	74
	DECARTELIZATION	79
	MASS PRODUCTION	83
	MASS DISTRIBUTION	89
	DEVELOPMENT OF SELF-SERVICE	91
	SELF-SERVICE ON A LARGE SCALE: THE SUPERMARKET	95
	OTHER DISTRIBUTIONAL INNOVATIONS: CHAINS, FRANCHISE, AND MAIL-ORDER FIRMS	98
	NEW HABITS, NEW MATERIALS, NEW TECHNOLOGIES	101
	CONCLUSION: THE EMERGENCE OF A EUROPEAN MASS MARKET	105
	CHAPTER 4 MANAGING FIRMS AND THEIR CONSUMERS	109
	EDUCATION FOR BUSINESS MANAGEMENT	109
	INTERNAL RE-ORGANIZATION OF ENTERPRISE: MARKETING AND DIVISIONALIZATION	117
	MARKETING RESEARCH	123
	ADVERTISING	129
	CONCLUSION: EUROPEAN ENTERPRISE RESHAPED	133
	PART 3 AMERICANIZATION’S THIRD WAVE FROM THE 1980s	137
	CHAPTER 5 ECONOMIC SLOWDOWN AND THE AMERICAN MODEL	139
	DEREGULATION TO INCREASE COMPETITION	141
	PRIVATIZATION TO PROMOTE GROWTH	154
	TECHNOLOGICAL CHANGE	165
	CONCLUSION: A CURE FOR EUROPE’S ECONOMIC ILLS?	171
	CHAPTER 6 COMPANIES AND CONSUMERS	175
	CHANGING PATTERNS IN FINANCING ENTERPRISE: FROM BANK CREDITS TO MARKET CAPITALIZATION	176
	RE-DEFINING SHAREHOLDERS: FROM THE RICH TO THE MASSES	185
	RISK-TAKING AS AN ECONOMIC VIRTUE	193
	THE CONSUMER AS INDIVIDUAL	196
	CONCLUSION: THE TRIUMPH OF FINANCES	202
	CHAPTER 7 INDUSTRIAL RELATIONS AS A BARRIER TO AMERICANIZATION	205
	WORKER PARTICIPATION IN EUROPE AND THE UNITED STATES TO 1945	206
	WORKS COUNCILS AND CO-DETERMINATIION IN EUROPE AFTER 1945	208
	WORKER PARTICIPATION AS MANAGEMENT TOOL	212
	CONCLUSION: A EUROPEAN BULWARK AGAINST AMERICANIZATION?	214
	CONCLUSION	217
	WAVES OF AMERICANIZATION	218
	THE ROOTS OF AMERICANIZATION REVISITED	220
	THE PRIMACY OF THE ECONOMY	220
	COMPETITION AS CURE-ALL	223
	COMMERCIALIZATION	226
	INDIVIDUALIZATION	228
	CHOICE VERSUS ASCRIPTION	229
	THE AMERICANIZATION OF THE WORLD?	230
	LIMITS AND BARRIERS TO AMERICANIZATION	232
	THE LESSONS OF HISTORY?	233
	NOTES	237
	LITERATURE	245
	INDEX	265