Module One Introduction to Foreign-Related Companies 1
Ⅰ．Introduction to Foreign-Related Companies 1
1．Tuning-in 1
2．Foreign-Related Companies and Their Developments 2
Ⅱ．Functional Management of Foreign-Related Companies 7
1．Tuning-in 7
2．Different Functions in Companies 8
Ⅲ．Procedures of Establishing Foreign-Related Companies in China 11
1．Requirements of Establishing Joint Ventures and Foreign Companies in China 11
2．Procedures of Establishing Joint Ventures and Foreign Companies in China 12
Supplementary Reading How Chinese Companies Go Abroad 16
案例分析及实训任务 星巴克灵活的国际市场经营方式 19
Module Two Strategic Management 21
Ⅰ．What Is Strategic Management？ 21
1．Tuning-in 21
2．Strategic Management 22
Ⅱ．Tasks ofStrategic Management 23
1．Developing Vision and Mission Statements 24
2．Establishing Objectives 27
3．A Situational Analysis 28
4．Generate,Evaluate and Select Strategies 36
5．Implement Strategies 50
6．Strategy Evaluation 53
案例分析及实训任务 从卡夫食品有限公司战略看未来发展 56
Module Three Human Resource Management 59
Ⅰ．Introduction to Human Resource Management 59
1．Tuning-in 59
2．Human Resource Management 61
Ⅱ．Tasks of Human Resource Management 61
1．Recruiting Employees 62
2．Training Employees 69
3．Employees'Performance Appraisal 73
4．Employee Movement Management 77
5．Establishing Employee Compensation Plans 79
6．Dealing with Labor Relations 84
Supplementary Reading Managing Human Resource in International Business 85
案例分析及实训任务 卓越亚马逊的“全员持股” 88
Module Four Marketing Management 91
Ⅰ．Introduction to Marketing 91
1．Tuning-in 91
2．Evolvement of Marketing 94
3．Holistic Marketing 95
4．Process of Marketing 96
Ⅱ．MainTasks of Marketing 97
1．Marketing Research 97
2．Environment and Consumer Analysis 100
3．Market Segmentation and Selection 105
4．Product Strategy 108
5．Pricing Strategy 112
6．Distribution Strategy 118
7．Promotion 123
Supplementary Reading Brand Strategy 128
案例分析及实训任务 周大福：一线品牌三线突围——金字塔式产品体系，助攻下一个战略高地 132
Module Five Operations Management 135
Ⅰ．Introduction to Operations Management 135
1．Tuning-in 135
2．Operations Management 136
Ⅱ．Operations Management in Manufacturers 139
1．Tuning-in 139
2．Location Strategy 139
3．Layout Strategy 143
4．Procurement Management 145
5．Production Planning 149
6．Inventory Management 152
7．Just-in-Time（JIT）Production and Lean Production 154
Ⅲ．Operations Decisions for Companies in Service Industry 157
1．Tuning-in 157
2．The Characteristics of Service 157
3．Operations Decisions in Service Companies 157
案例分析及实训任务 顺丰速运：“收1派2”背后的流程再造 163
案例分析及实训任务 A快餐店的经营问题 165
Module Six Enterprise Ethics and Social Responsibility 167
Ⅰ．What Is Business Ethics and Why Is It Important？ 167
Ⅱ．What Are the Main Ethical Problems in Commercial Environment 168
1．Ethical Problems in HRM 169
2．Ethical Problems in Marketing 169
3．Ethical Problems in Accounting 171
4．Ethical Problems in Environment 172
5．Ethical Problems in International Business 172
Ⅲ．Managing Business Ethics and Corporate Social Responsibility 173
1．Managing Business Ethics 173
2．Corporate Social Responsibility 175
案例分析及实训任务 联想的“公益创投” 181
参考文献 183