Continental Commitment

Origins in the Netherlands and Britain provide a firm European foundation for the Royal Dutch Shell group and, unlike key rival BP, it remains respectful of its roots. A new strategy, devised to turn around company fortunes, does de-emphasise core European businesses such as refining, but there is little evidence of Shell turning its back on either the UK or Continental Europe. The upstream portfolio has little scope for expansion, but that reflects the lack of opportunities in the North Sea. Shell's legendary retail efficiency makes it a fearsome competitor in the European marketing segment, while the size and sophistication

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