Chapter 1 Cross-boarder Management:Driving Forces for Going out跨国经营的驱动因素Introduction导读 2
Ideas in Focus概念述要 3
Voice of Practitioners实践者之声 8
The Right Way to Go Global:An Interview with Whirlpool CEO David WhitwamInsights from Scholars学者之见 14
When You Shouldn't Go Global 23
Cases in Practice案例实践 23
DataClear:Go Global or Not 30
Buzz-In各抒己见 30
Chapter 2 The Environment Challenges:Responding to the Diverse Forces Simultaneously外部环境的挑战：和风细雨 四通八达Introduction导读 32
Ideas in Focus概念述要 33
Voice of Practitioners实践者之声 45
How to Win Friends and Influence in China without Paying for Them 48
Insights from Scholars学者之见 48
Multinationals on Trial 58
Cases in Practice案例实践 58
Oxford Instrument in China 61
Buzz-In各抒己见 61
Chapter 3 The Competitive Challenges:Reinforcing the Building Blocks for Worldwide Advantages竞争的挑战：建立优势 奠定竞争基石Introduction导读 64
Ideas in Focus概念述要 65
Voice of Practitioners实践者之声 71
The Road to Global Readiness:Why companies in developing nations need to hone their skills against local rivals?Insights from Scholars学者之见 74
How Global Companies Win out 82
Cases in Practice案例实践 82
Can Anything Stop Toyota? 90
An inside look at how it's reinventing the auto industry 90
Buzz-In各抒己见 90
Chapter 4 The Collaborative Challenges:Creating Wealth through Working with Others合作的挑战：借力联手 创造财富Introduction导读 92
Ideas in Focus概念述要 93
Voice of Practitioners实践者之声 99
Friend?Foe?Both? 109
The confusing world of corporate alliances 109
Insights from Scholars学者之见 109
Collaborate with Your Competitors and Win 117
Cases in Practice案例实践 117
Wahaha vs.Danone 122
Buzz-In各抒己见 122
Chapter 5 The Organizational Challenges:Searching for the Right Structural Fit组织的挑战：寻求匹配的组织架构Introductions导读 124
Ideas in Focus概念述要 125
Voice of Practitioners实践者之声 137
Leading Organizational Change:An Interview with the CEO of P＆G 147
Insights from Scholars学者之见 147
Small or Big:This Is a Question 151
Cases in Practice案例实践 151
Globalization:Restructuring Citigroup Credit Card 153
Buzz-In各抒己见 153
Chapter 6 The Management Challenges:Ensuring Continual Renewal管理的挑战：成事在人 持续创新Introduction导读 156
Ideas in Focus概念述要 157
Voice of Practitioners实践者之声 166
Zhang Ruimin on Raising Haier 176
Insights from Scholars学者之见 176
International Management Development 186
Cases in Practice案例实践 186
Avon in Global Markets:Managing and Developing a Global Workforce 190
Buzz-In各抒己见 190
Chapter 7 The Ethical Challenges:Being a Good Corporate Citizen伦理的挑战：优秀的企业公民Introduction导读 192
Ideas in Focus概念述要 193
Voice of Practitioners实践者之声 201
A Big Stage for Small Loans:Muhammad Yunus hopes to use his newfound status to get world governments behind microfinanceInsights from Scholars学者之见 204
The Ethical Mind:A Conversation with Psychologist Howard Gardner 214
Cases in Practice案例实践 214
Is The Body Shop an Ethical Business? 217
Buzz-In各抒己见 217
Chapter 8 The Future Challenges:The Evolving Multinationals未来的挑战：跨国企业的演进Introduction导读 220
Ideas in Focus概念述要 221
Voice of Practitioners实践者之声 237
Google's View on the Future of Business:An Interview with CEO Eric SchmidtInsights from Scholars学者之见 245
The Future of the Multinational Enterprise in Retrospect and in ProspectCases in Practice案例实践 251
Boarders Are So 20th Century:High-tech transnationals take"stateless"to the next levelBuzz-In各抒己见 254
附录1 重要网站信息 255
附录2 近年进入500强的中国企业名单 256
参考文献 257