Thank you for your interest in our EMEA Regional Outlook for 2018! We are excited to offer you an executive summary of the research.

In 2018, the macroeconomic environment in Europe, the Middle East, and Africa (EMEA) will remain relatively in line with 2017 trends. However, this will not be sufficient to satisfy ambitious 2018 growth targets without deeper adaptations in MNC strategies and operations. Beyond 2018, significant external risks weigh on the mid-term outlook, making it even more important for MNCs to put their EMEA businesses on a sustainable path in the next 12 months.

To do that, MNCs need to rethink their competitive positioning and value propositions as they relate to changing customer needs, and adapt their products, sales, marketing, and operations accordingly.

Given the continuity in macro trends between 2017 and 2018, think of your 2018 strategy more in the context of your three-year plan, and pressure-test what your business would need to do if you see a sharp negative turn in external conditions in 2019. How can you prepare your business in the best possible way next year for any risks that the medium-term time horizon may bring?

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