The economic and legal integration of Europe and the convergence of needs for business-to-business markets as well as for consumer goods suggest that Europe is a common market. Furthermore, for economic reasons, technological factors promote a single catalog for European markets. Conditions are met for a pan-European catalog. However, analysis of six companies’ strategies leads to the conclusion that it is not always the case and that other factors, such as the activities of producers versus distributors or channel confrontation, can explain the choices. Key words in the analysis include catalog, Europe, globalization, and standardization.
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