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From Europe to the Americas – Transatlantic Perspectives on How European Brands Establish and Scale in the United States and the Americas
European brands are reassessing how best to establish and scale their presence across the United States and the wider Americas. In a business environment shaped by evolving trade dynamics, regulatory complexity, supply‑chain considerations, and geopolitical uncertainty, the choice of regional base has become a strategic decision with long‑term implications. Recent EU–Mexico and EU–Mercosur trade agreements