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Journal of Management Inquiry
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The European Challenger

Joan E. Ricart

IESE Business School, University of Navarra

In a densely filled space of professional associations EURAM emerged as a new European Challenger. Professors Marafioti and Perretti claim in their article that EURAM is at a crossroads and must decide to be either a generalist or a specialist association. They also claim that in both cases EURAM will face powerful competitors. However, in this brief article I would like to claim that EURAM has successfully chosen a third way, a more difficult but challenging way that emerged from European diversity. The current strategy of EURAM has been developed by many different contributions without centralized planning, giving EURAM a very distinctive and unique position.

Key Words: European • diversity • emergence • complexity

Journal of Management Inquiry, Vol. 15, No. 3, 327-331 (2006)
DOI: 10.1177/1056492606291228
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