The economy of Europe - seen as a continent - is currently the largest on earth and it is the richest region as measured by assets under management. In 2009 Europe represented one-third of the world’s wealth. As with other continents, Europe has a large variation of wealth among its countries. The richer states tend to be in the West.

In Europe the proportion of small to medium companies is much larger than in the United States, and they create more employment. A lot of these companies are still owned and steered by the original founder's family and deeply anchored in their local community - yet open toward the global market places. Decisions are considered against reliable mid to long term strategies.

Europe itself has the greatest linguistic and cultural diversity of the Western world. Short distances between country boundaries and languages make it compulsory to learn foreign languages. Europeans are used to "travel abroad", there is nothing special to this. Still - Europeans associate very much with their place of birth, with their ethnicity, language and culture.

The common history, geography and socio-political evolution of the European continent have resulted in the creation of a common basis for European culture that contrast with the USA or the rest of the Western world.

European culture is very much focused on consenus. Employees are seen as an asset of knowledge and experience. Social insurance, unemployment assurance, welfare, education are mostly governement responsibilities and made compulsary for employees and employers alike.

• High reseller loyality
• High end user loyality
• Strong reference selling