Unit 1 Corporate or Organizational Culture公司文化 1
Text A From Factory to Family：The Creation of a Corporate Culture从工厂到家庭：创建公司文化 1
Text B Corporate Culture Matters！公司文化至关重要！ 12
Unit 2 Leadership领导才能 22
Text A Peter Drucker on Leadership彼得 德鲁克谈领导才能 22
Text B Say GoodbyetoTheory X告别X理论 35
Unit 3 Management Gurus管理大师 44
Text A Peter Drucker：Mr.Management“管理先生”——彼得 德鲁克 45
Text B Management Theory？Management Madness？管理理论？抑或管理呓语？ 59
Unit 4 Corporate Citizenship企业公民 72
Text A Global Corporate Citizenship Initiative全球企业公民行动 72
Text B Profits and Poverty利润与贫困 90
Unit 5 Consumer Behavior消费者行为 96
Text A ACNielsen Survey Unveils“the Five Faces of Chinese Consumers”AC尼尔森调查揭示中国消费者的“五张面孔” 96
Text B Consuming Passion：Human Psychology Shapes the Shopping Experience消费激情：购物行为体验源于购物者的心理活动 109
Unit 6 Global Brands全球品牌 118
Text A Brands Across Borders—Advertising Foreign Brands in Asia 让品牌跨越国界——在亚洲推介国外品牌 118
Text B Cell Phones：The Big Boys Are Back in China 手机：国际品牌再掀抢占中国市场高潮 128
Unit 7 GIobalization全球化 135
TextA WhattheNewAsiaMeansforMultinationals？跨国公司的新亚洲战略是什么？ 135
Text B Benefits of Globalization全球化带给人们的好处 149
Unit 8 Pricing定价 157
Text A Which Price Is Right？（1）什么样的价格最合适？ 157
Text B Which Price Is Right？（2）什么样的价格最合适？ 171
Unit 9 Business Strategy企业战略 179
Text A Here Is How Michael E.Porter Regards the Business Landscape 著名经济学家迈克尔 E.波特谈企业战略 179
Text B Smart Strategies：Putting Ideas to Work 战略的优劣在于是否付诸实施 200
Unit 10 Merger and Acquisition兼并与收购——并购 215
Text A Procter Said to Reach a Deal to Buy Gillette in$57 Billion Accord 宝洁收购吉列：耗资570亿美金 215Text B New Path for Pork Giant肉类加工业的发展新路程 228
Unit 11 New Economy新经济 239
Text A The New Economy：Fact or Fiction？新经济：事实抑或神话？ 239
Text B New Rules for the New Economy新经济，新规则 253
Unit 12 Service Economy服务经济 265
Text A Now that Wal-Mart Is America's Largest Corporation,the Service Economy Wears the Crown沃尔玛跃居美国最大型公司，服务经济引人注目 265
Text B Service So Good.It's an“Experience”. 服务经济要成为“体验经济” 278
Key to Exercises练习参考答案 290