As we approach the date for the
implementation of the euro on 01 January 2002, small and medium-sized
businesses across Europe will soon be facing the unique opportunities of a more
integrated single market. Undoubtedly, the new currency offers great challenges
for SMEs, but whether businesses are ready to face them will be strongly
influenced by the individual national communication
strategies. The €urobest project attempts to identify and measure the relevance
of these national strategies by assessing them and the relevant national
communication tools based on their content and contribution.
The aim of the €urobest project is to bring forward communication practices and techniques employed by a variety of national organisations and bodies throughout Europe to inform their SMEs about the introduction and implementation of the euro. All sixteen countries represented in the project submitted a series of samples and surveys of their own national euro strategy. All national differences (political/geographical/economical/social context) have been incorporated to reflect the variety and diversity of European SMEs.