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Photo of Prarthana Prakash
Prarthana Prakash
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Prarthana Prakash was a Europe business reporter at Fortune.

andy jassy
SuccessAmazon’s sweeping RTO mandate might end up being more lax in Europe than in the U.S., report says
By Prarthana PrakashJanuary 9, 2025
an aircraft landing in nuuk, greenland
PoliticsDonald Trump’s Greenland ‘fetish’ is spooking Europe—though this isn’t his first time, nor is he the only U.S. president to have tried it
By Prarthana PrakashJanuary 8, 2025
Axel Dumas
RetailHermès boss doesn’t like the company being compared to archrival LVMH, which once tried to buy the Birkin bag maker
By Prarthana PrakashJanuary 8, 2025
Mark Read, CEO of WPP.
SuccessGlobal ad giant WPP issues sweeping RTO mandate for its 114,000 staff, calling them back to office 4 days a week
By Prarthana PrakashJanuary 7, 2025
a busy shopping street
RetailThe golden Christmas period was a huge boost for the U.K.’s biggest supermarkets Tesco and Sainsbury’s. But 2025’s storm clouds are brewing
By Prarthana PrakashJanuary 7, 2025
Stefano Cantino
RetailGucci will need to make a comeback under its new CEO—and it won’t be the first time for the languishing Italian luxury brand
By Prarthana PrakashJanuary 6, 2025
L’Oréal revealed its Cell BioPrint device at CES 2025.
LifestyleL’Oréal is launching a device that’ll tell you exactly what your skin needs (and doesn’t) so you don’t ‘audition’ products
By Prarthana PrakashJanuary 6, 2025
donald trump on the phone
TechEurope stunned the world with its ‘regulatory tsunami’ last year—but AI and Trump will add new snags in 2025
By Prarthana PrakashJanuary 3, 2025
person pouring beer from a tap
LifestyleSocial stigma still overshadows 0.0 drinks for Gen Z, even as Diageo, Heineken, and AB InBev bet big on alcohol-free options
By Prarthana PrakashJanuary 3, 2025
Bernard Arnault, Ana Botín and Sharon White
FeaturesThe people we think shaped European business in 2024
By Prarthana Prakash, Alex Wood Morton, Oliver Smith and Ryan HoggDecember 30, 2024
Tourism has become a dirty word. But 2025 could be the year vacationers stop being the villains, experts predict
FeaturesTourism has become a dirty word. But 2025 could be the year vacationers stop being the villains, experts predict
By Prarthana PrakashDecember 27, 2024
a selection of mcdonald's products in a collage
FeaturesHow McDonald’s has kept Europeans hooked by fusing an American fast-food staple with local delicacies
By Prarthana PrakashDecember 27, 2024
Photo of oil pumps
PoliticsRussia’s multibillion-dollar revenue stream may soon grind to a halt, thanks to Ukraine. Its ripple effects could hit Europe
By Prarthana PrakashDecember 24, 2024
a picture of erno rubik holding a rubik's cube
FeaturesRubik’s Cube is still selling millions after 50 years. Here’s how the old-school toy is keeping up with Gen Z’s digital shift
By Prarthana PrakashDecember 20, 2024
slabs of butter stacked at grocery stores
RetailPoland is selling 1,000 metric tons of frozen butter to tackle inflation
By Prarthana PrakashDecember 19, 2024
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Workplace Culture
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By Preston ForeMay 19, 2026
Success
Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'placeholder alt text
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Future of Work
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