The UK, unlike 12 of our fellow European countries, has decided not to join the euro. Indeed, the question of Britain's membership of the single currency is unresolved. However, whether the UK decides to join or not, the British public house industry will be affected by the single currency. This article discusses the European Union and the euro, the impacts of the single currency on the British public house industry and a strategy for currency changeover in UK public house companies. The article includes a survey of finance directors of public house companies to ascertain their views of the euro. This is presented as a case study. The information contained in this article should be useful in helping public house firms develop a suitable strategic response to the euro. In this context, it is important that currency changeover is seen as an opportunity rather than a threat.
|Number of pages||7|
|Journal||International Journal of Contemporary Hospitality Management|
|Publication status||Published - 2002|