国际商务管理概论=International business management

图书信息

作者	尹玮 季可晗
出版社	企业管理出版社有限公司
ISBN	9787516431085
出版时间	2024-10-01
字数	71.0万
分类	经管,励志,管理,管理学

读书简介

本书的编写建立在课题组对MBA核心课程“国际商务管理”长期实践的基础上，充分考虑教材的跨学科性、国际视野和案例的代表性及前瞻性和对学生学术意识与学术能力的培养。教材内容主要涵盖四大模块：*模块从商业全球化、文化全球化与管理全球化导入，涉及全球管理者的环境评估、国际商业伦理、共享价值的创造和可持续发展等内容（1-2章）；第二模块帮助学生理解全球管理的文化情境、跨文化沟通管理、跨文化谈判与决策制定（3-5章）；第三模块重点介绍全球市场营销和品牌运营的理论、模型、案例与策略（6-7章）；第四模块“出海与战略联盟”用大量案例分析跨国企业“出海”的动因、准入模式与全球战略联盟的方式（8-10章）。

目录

序言

Chapter 1 Globalization and Multinational Corporations

Learning Objectives

Opening Case

Understanding Globalization

Correlation between Globalization and Corporations

Conclusion

Chapter 2 CSR,CSV and Sustainability

Learning Objectives

Opening Case

Stakeholder Theory

Corporate Social Responsibility

Creating Shared Value

Sustainability Strategies

Conclusion

Chapter 3 Culture and Management

Learning Objectives

Opening Case

Understanding Culture [2]

Hofstede’s Cultural Dimensions Theory

Societal Culture and Corporate Culture

The Influence of Culture on Decision Making

Conclusion

Chapter 4 Cross-Cultural Communication

Learning Objectives

Opening Case

Understanding Communication Process

Trust in Communication

Cultural Variables in the Communication Process

Context and Channels of Communication

Managing Cross-Cultural Communication

Conclusion

Chapter 5 Cross-Cultural Negotiation

Learning Objectives

Opening Case

Understanding Negotiation

Negotiation Process

Negotiation Styles and Management

Conclusion

Chapter 6 International Marketing Strategies

Learning Objectives

Opening Case

Introduction of International Marketing

STP Marketing Strategy

4Ps Marketing Strategy

Conclusion

Chapter 7 International Branding Strategies

Learning Objectives

Opening Case

The Basic Concepts of Brand

Brand Strategies

Brand Equity and Brand-Related Models

Brand Collaboration [15]

Conclusion

Chapter 8 Reasons and Ways of Going Global

Learning Objectives

Opening Case

Reasons for Going Global

Ways of Globalization

Analysis Models of Going Global

Conclusion

Chapter 9 Entry Modes of Going Global

Learning Objectives

Opening Case

Introduction of Entry Modes

Equity Entry Modes Manifested by Foreign Direct Investment

FDI: Greenfield and Brownfield Investment

FDI: Merger and Acquisition [5]

FDI: Joint Ventures [8]

Non-Equity Entry Modes

Conclusion

Chapter 10 Strategy Alliance of Going Global

Learning Objectives

Opening Case

Introduction of Strategic Alliances

Equity Strategic Alliances

Non-Equity Alliances

Equity Alliances vs.Non-Equity Alliances [7]

Influential Factors of Strategic Alliances [8]

Conclusion