Part Ⅰ International Business 2
Unit 1 2
Text A International Trade Theory（国际贸易理论） 2
Text B A Tale of Two Nations 24
Unit 2 27
Text A Exporting，Importing，and Countertrade（出口、进口与对等贸易） 27
Text B Proust Winery 46
Unit 3 50
Text A Non-export Entry Modes—Strategic Alliances（非出口打入方式——战略联盟） 50
Text B World Wide Pharmaceutical 69
Unit 4 74
Text A Foreign Direct Investment（外国直接投资） 74
Text B Honda in North America 92
Part Ⅱ Environments of International Business 96
Unit 5 96
Text A International Monetary System（国际货币体系） 96
Text B The Fall and Rise of Caterpillar Tractor 117
Unit 6 120
Text A Legal Systems in International Business（国际商务中的法律体系） 120
Text B International Intellectual Property Law 134
Unit 7 142
Text A Intellectual Property and Cyberlaw（知识产权与网络法） 142
Text B Emerging Trends in Business Law Online 162
Unit 8 165
Text A Cultural Environment in International Business（国际商务中的文化环境） 165
Text B Control in Multi-national Corporations 180
Unit 9 186
Text A Regional Economic Integration（区域经济一体化） 186
Text B The Europe Union（EU） 199
Unit 10 202
Text A Demographic Environment（国际商务环境中的人口环境） 202
Text B Micromarketing：A New Marketing Era 216
Part Ⅲ Business Management 220
Unit 11 220
Text A Managerial Importance of Customer Behavior（消费者行为管理的重要性） 220
Text B Competitive Advantages through Customer Orientation 237
Unit 12 241
Text A Products and Branding in Brand Management（名牌产品与品牌管理） 241
Text B A Glimpse into the Past of Selected Brands 262
Unit 13 265
Text A Integrated Marketing Communications（整合营销传播） 265
Text B Are Consumer Goods Companies Getting Too“Pushy”？ 278
Unit 14 280
Text A E-commerce（电子商务） 280
Text B Competing against the Net：Traditional Retailers 297
Unit 15 301
Text A Accounting（会计） 301
Text B Cash Flow Statement 317
Unit 16 321
Text A Restructuring Organizations（公司重组） 321
Text B Reengineering Schlage Lock Company 343
Unit 17 347
Text A Human Resource Management in the Global Firm（全球性企业的人力资源管理） 347
Text B International Labor Relations 360
Appendix Keys to Exercises Ⅰ and Ⅳ（练习Ⅰ和Ⅳ参考答案） 364