Western European markets will record strong performance in 2018, after risks subsided during 2017. However, multinationals are unlikely to see a considerable acceleration in consumer and business demand in 2018 unless governments implement reforms. As macroeconomic conditions remain favorable, competition will increase. With careful execution and a special focus on customer segmentation and redefinition of value proposition, MNCs can capture the solid opportunities across the region in 2018. This podcast details what companies should expect in the region next year and what opportunities and risks should be on their team's agendas as part of 2018 planning.