They argue that only a single financial regulator can police Europe's single market, or complain that 27 national bail-out plans lack “coherence”.

Misallocating capital may threaten Europe's single market, because national voters expect state aid to go to the defence of domestic jobs.

In the major single market, or central market, approach, the firm selects its mission based on one national market and establishes a marketing mix, and later expands to other national markets.