Researching European Markets


Some of the information in this post may be out of date. Please speak to a librarian for more up to date information. 

You’re a student trying to market a newly developed product and hope to target countries within the European Union.  How do you find the information you need to find the best country in which to market and sell your product?  The Douglas & Judith Krupp library website can point you to subscription databases, books, and free websites with information to help you accomplish this task.

Begin by reading Your Europe, Your Opportunity: Practical Guide to Doing Business in Europe, a part of the Europa: Gateway to the European Union website.  This site contains important documents explaining critical information about doing business in the European Union, such as: Free Movement of Goods; Industry Sectors Overview, and the CE Council Decision on CE Conformity Marking (The CE mark on a product means it complies with all the relevant EU requirements).  This page also links to the Enterprise Europe Network, an organization whose mission is to help small companies make the most of business opportunities in the European Union.

Euromonitor International, a major publisher of global marketplace data, publishes useful reference books containing country by country market intelligence.  The World Consumer Lifestyles Databook 2011 (a country by country listing of data on consumer lifestyle preferences), the World Consumer Income and Expenditure Patterns 2011 (insight into what products consumers in different countries spend their money on), and the Consumer Europe 2011 (insight into consumer expenditures in specific European countries) are excellent for locating expenditure patterns for specific target countries., a free government portal, includes links to the U.S. Department of Commerce Country Commercial Guides, individual country publications with sections on Selling U.S. Products & Services and finding Leading Sectors for U.S. Export and Investment, and also contacts and trade events within the country.  The Market Research Library is a free searchable database of international market research reports.

GlobalEdge, created by the International Business Center at Michigan State University (IBC), is one of the best free portals for locating country information.  The Countries section of the site contains a menu of options for information on individual European countries, including sections on a selected country’s economy, culture, country risk, trade statistics, and resources for more information.  Another source for detailed country information, including county risk, is the Countries & Regions folder located under the Sources link in the Lexis/Nexis Academic database.  This folder provides general country overviews via the Walden Country Reports and political and economic risk profiles on individual countries via the PRS Group International Country Risk Guides.

Ask a reference librarian for more sources with information on market potential for individual European countries!