Economic Culture and its Transfer. Americanization and European Enterprise, 1900-2005

Americanization is the transfer of values in the economy from the usa. Europe experienced three waves: in the 1920s, during the boom-phase 1949-1973, and since 1985. By using Americanization as a cultural concept, we cannot only describe the waves but explain why they occurred: The Europeans were eager to learn how to improve their economy and firms during phases in which the usa excelled not only in the economic field but in others (politics, military strength, etc.). Thus we understand how and why rationalization swept over Europe as a wave in the 1920s, and why the us-film industry became superior. Why during the boom European countries set up business schools and interdicted cartels, why firms changed their systems of government, production and distribution; and finally why since about 1985 Europeans embarked on privatization, deregulation, revolutionized their financial services. The trend was to become less co-operative and more competitive in all aspects.