Is not the US Market
The European Union is one big market, just like the United States. Still, there are quite a few differences:
The European Union consists of 27 countries, all of which have their own language(s) and culture and yet represent a market of 15.3 trillion euros.
The greatest cultural difference in doing business is that Europeans place more value on existing relationships and trust. In some other cultures more value is placed on the specifics of the deal and contractual arrangements.