London-The U.K. is the top European country in which to start an e-business, according to 30% of 1,477 senior managers at big European companies polled in a recent survey by TNS Harris, a research firm. About 13% of those interviewed selected Germany, while 7% selected France. Twenty percent of those interviewed said that e-business was a fad. And, evidently, European executives are concerned that Internet rumormongers could pose a threat to their brands. About 15% said their company's reputations could be damaged by false information spread on the Web.