Euroregion jako obiekt działań marketingowych polskich przedsiębiorstw

The paper discusses the role of Euro-regions in creating the business environment, which determines the business opportunities available to companies. With regard to companies which operate on international markets, or intend to do so, the changing environment refers to home or overseas markets as well as those markets which are formally, to varying degrees, integrated at transnational levels. The possible problems resulting from doing business in a highly diversified environment makes rational entrepreneurs seek expansion methods which minimise the impact of exogenous variables. Risks involved in corporate internationalisation may be mitigated by cross-border business operations. The awareness of such opportunities and the creation of still more favourable conditions for business expansion in Europe’s cross-border regions are given formal expression in the concept of Euro-regions set up by the regional or local communities of neighbouring countries.