- 作 者：王瑞昀主编
- 出 版 社：北京：对外经济贸易大学出版社
- 出版年份：2010
- ISBN：9787811346268
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Unit One Franchise Business 1
Text A Making Your Franchise the Next McDonald's 2
Text B Case Study:25 Years of Franchising in Ireland 14
Text C Franchising—A Safe Haven in Tough Times 21
Unit Two The Real Estate Business 24
Text A Finding Good Deals in Real Estate 25
Text B Getting Started Right in Real Estate Investing 35
Text C World's Priciest Cities to Own a Home 44
Unit Three Security in E-commerce Era 47
Text A OECD:Providing Consumer Protection in Electronic Commerce 48
Text B Case Study:MFP Security—How the IT Guy Is Becoming the Security Guy 59
Text C A New Era of Attacks 66
Unit Four Credit Card 70
Text A How Credit Cards Work 71
Text B The New Rules of Credit Cards 81
Text C OECD Warns Protectionism will Worsen Financial Crisis 87
Unit Five Creation of Corporate Culture 91
Text A From Factory to Family:The Creation of a Corporate Culture 92
Text B Case Study:IBM Finds Profit in Diversity 102
Text C Become a Company That Invents New Ideas 109
Unit Six Cultural Difference in Business 113
Text A Advice on Cross-cultural Business 114
Text B Case Study:Cultural Differences Complicate a Georgia Drug Sting Opera 124
Text C The Impact of Culture on Branding 131
Unit Seven Mergers ＆ Acquisitions 134
Text A Want to Grow?Think Merger 135
Text B M ＆ A Execution—A Case Study on Deals That Went Wrong 146
Text C 2009:A Busy Year for Mergers and Acquisitions in China 151
Unit Eight Telecommuting 154
Text A Telework 155
Text B Case Study:Making Telecommuting Work 166
Text C Potential Drawbacks of Telework 173
Unit Nine Business and Customer-centeredness 178
Text A Daily Life,Not Markets:Customer-centered Design 179
Text B Reebok and Its Customization Strategy 191
Text C Secrets of Silk Production 196
Unit Ten Business Ethics 201
Text A Business Ethics 203
Text B Corporate Ethics:Right Makes Might 212
Text C Can I Ask for More Money? 220
Unit Eleven Corporate Social Responsibility 226
Text A Competitive Advantage and Corporate Social Responsibility 228
Text B Nestlé's Milk District Model:Economic Development for A Value-added Food Chain and Improved Nutrition 241
Text C The New Business 250
Unit Twelve Piracy 253
Text A A Nation of Pirates:Panicked by Digital Plunder,the Entertainment Industry Fights Back 254
Text B Battles against Music Piracy:Recording Industry's Campaign against Internet Piracy in China 267
Text C Piracy Issue at APEC 274