本書是用英語寫成的國際商務(wù)方面的專著。本書以國際商務(wù)研究主線，分析國內(nèi)外企業(yè)的跨國經(jīng)營管理經(jīng)驗(yàn)，涉及到經(jīng)濟(jì)、財(cái)務(wù)、營銷知識、商務(wù)管理技能、國際商務(wù)慣例、國際商務(wù)文化等。旨在使讀者了解世界主要國家和地區(qū)的經(jīng)濟(jì)社會狀況、不同國家的文化背景、歷史底蘊(yùn)、民族風(fēng)俗、人文地理風(fēng)情、民族感情等多方面環(huán)境因素
Introduction
Chapter 1 Managing Diversity
1.1 Indian Cultural Study
1.2 Japanese Business System
1.3 Israel's Cultural Analysis
Chapter 2 Internationalization Strategy Study
2.1 Foreign Company Cases Study
2.2 Domestic Company Cases Study
Chapter 3 Global Management Issues
3.1 Private Branding in International Markets
3.2 The Importance of Country-of-origin
3.3 Japanese Approach to New Product Development
3.4 Major Factors Affecting International Pricing
3.5 The MNCs' Negotiating Position with Host Governments
Chapter 4 Operation in Global Markets
4.1 Sample Question 1
4.2 Sample Question 2
Bibliography
《商務(wù)溝通（英文版）》：
The right choice of a new market might not be enough."The international
marketer must be something of an educator also"(Terpstra&Sarathy,2000).Starbucks was a really excellent educator.It has achieved great SUCCESS in educating consumers about the benefits of its coffee drinks and even fostered a coffee culture in some markets such as Shanghai，China.Starbucks opened itsfirst store in Shanghai in 2000.Since then，its coffee drinks have becOme reallv hot in this modern coastal city,although Chinese people traditionally drink teainstead of coffee.In order to promote coffee to the local population who areless familiar with coffee than Japanese people and Singaporeans，Shanghai Starbucks has sent 300 staff to host 1 50 lectures to introduce the history and basic knowledge of coffee.Customers can apply for the lectures at every outlet(China Daily，2002).Customers can also get direct instructions from a coffee master when they drink coffee in any Starbucks store.Nowadays，sipping a cup of Starbucks coffee is not only a fashionable Western.style experience，but also
a symbol of social status and refined taste for most young Shanghainese and white.collar workers in Shanghai.In a lot of modern love stories，especiallvnet literature，Starbucks stores have even been described as one of the mostromantic appointment places for young lovers.Today,if you still have no idea of Starbucks，you are probably out of date.
2.1.2.4 The Political-Legal Environment
The political-legal environment also has a great impact on a company'sglobal operation.Such an impact can be either favorable or unfavOrable.Most companies hope to do business in a foreign country with few politicaluncertainties and excellent business policies towards foreign companies.Nocompany would like to encounter government restrictions on its products or marketing activities.Most companies hope that foreign and internationallaws will serve their global activities very well.No company will prefer the experience of breaking a local law unconsciously.In order to seize political-legal opportunities and avoid political-legal risks of global business，the various complex political factors and legal factors should be carefully analyzed.
According to Terpstra and Sarathy(2000)，the political environment inwhich international marketing is conducted comprises three dimensions：thehost-country environment，the international environment，and the home.countryenvironment.
(1)To analyze the host-country environment，international marketers
should pay more attention to the host-country'S national interests and controlmechanism.A good strategy should be able to help a company to fit in withthe national interests of the host country.For example，a company can improveits political status by proving that it will make more contributions to increaseemployment and income in the host-country.If a company is perceived tocontribute quite little to the host-country,and even threat the national interestsof the host country,it will encounter a lot of difficulties and probably stop itsbusiness in this country.Host-country controls such as entry restrictions，pricecontrols，quotas and tariffs，exchange control and expropriation must not beignored especially when a company evaluates opportunities abroad and choosestarget markets.
(2)From the perspective of the international political environment，it isnot enough to just focus on the circumstances in a single foreign host.country.A broader analysis is needed to examine"the combined politics of the home，host and third countries"(Monye，1 997).A nation'S membership in internationalorganizations such as NATO，WTO and IMF should also be noticed.
(3)Companies sometimes neglect the political influence from their home or marketing activities.Most companies hope that foreign and internationallaws will serve their global activities very well.No company will prefer the
experience of breaking a local law unconsciously.In order to seize political-legal opportunities and avoid political-legal risks of global business，the various
complex political factors and legal factors should be carefully analyzed.
According to Terpstra and Sarathy(2000)，the political environment inwhich international marketing is conducted comprises three dimensions：thehost-country environment，the international environment，and the home.countryenvironment.
(1)To analyze the host-country environment，international marketers
should pay more attention to the host-country'S national interests and controlmechanism.A good strategy should be able to help a company to fit in withthe national interests of the host country.For example，a company can improveits political status by proving that it will make more contributions to increaseemployment and income in the host-country.If a company is perceived tocontribute quite little to the host-country,and even threat the national interestsof the host country,it will encounter a lot of difficulties and probably stop itsbusiness in this country.Host-country controls such as entry restrictions，pricecontrols，quotas and tariffs，exchange control and expropriation must not beignored especially when a company evaluates opportunities abroad and choosestarget markets.
(2)From the perspective of the international political environment，it isnot enough to just focus on the circumstances in a single foreign host.country.A broader analysis is needed to examine"the combined politics of the home，host and third countries"(Monye，1 997).A nation'S membership in internationalorganizations such as NATO，WTO and IMF should also be noticed.
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