Well, each country manager has spent years understanding the special conditions in a country, tailoring products and marketing programs to that country’s local conditions. They don’t trust the Pan-European idea. The French don’t want to waste marketing efforts on products they see as ‘too British’ or ‘too German.’ And there really has not yet been a compelling Pan-European product that all could get behind. If it were already a success in three or four countries, the rest would get behind it. But everyone has their current portfolio of products to worry about.
