前言页 1
CONTENES 3
PARTⅠ 3
TEXT 3
1 The Internationalization Process 3
2 The Global Business Environment 15
3 The World of International Trade 33
4 Managing Trade Operations 59
5 Global Sourcing Strategy：R D，Manufacturing，and Marketing Interfaces 86
6 Licensing 107
7 The Deign and Management of International Joint Ventures 114
8 Intermational strategy Formulation 133
9 The Impact of Globalization on the Organization of Activities 150
10 The Evolving Multinational 168
11 The Global Manager 181
12 Political Risk：Managing Government Intervention 199
PARTⅡ 215
CASES ON INTERNATIONALIZATION 215
1 Dialogue：Russia 215
2 Kenny Rogers Roasters in China （A） 221
3 Sterling Marking Products，Inc． 234
4 India Gold Fish Leather，Ltd． 250
5 Neilson International in Mexico 254
6 Cambridge Products ，Inc．（A） 267
7 Russki Adventures 276
8 Cameron Auto Parts（A）-Revised 294
9 Hush Puppies Chile 304
10 Technophar in Viet Nam 320
11 Nora-Sakari：A ProPosed Joint Venture in Malaysia 337
12 ACCOR（A） 353
13 Where Have You Been？An Exercise to Assess Your Exposure to the Rest of the World＇s Peoples 374
14 Studds Nolan Joint Venture 381
PARTⅢ 399
CASES ON MULTINATIONAL MANAGEMENT 399
15 Matsushita Industrial de Baja California 399
16 P．T．Sekbang Life Insurance（Indonesia） 418
17 Toppan Moore 438
18 Colgate-Palmolive：Managing International Careers 453
19 Global Enterprises，Inc． 470
20 Nestle Breakfast Cereal （A and B） 482
21 Warner=Lambert Company 492
22 Rhone-Poulenc （A）and （Condnsed） 512
23 Phil Johnson 529
24 Larson in Nigeria-1994 536
25 Yutaka Nakamura：A Foreigner in His Native Land 543
26 Scotch-Brite（3M） 550
27 Enron Development Corporation 561
28 International Sourcing in Athletic Footwear：Nike and Reebok 578
Index 595