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Unit One Operations Strategy 1

Part One Theory 1

Text A Operations Strategy—an Overview 1

Text B Competitive Priorities 8

Part Two Practice 14

Part Three Supplement 20

Four Steps to Find New Customers 20

Unit Two Corporate Culture 23

Part One Theory 23

Text A Culture：Your Environment for People at Work 23

Text B How Toyota Is Rejuvenating the Idea of Corporate Culture 29

Part Two Practice 34

Part Three Supplement 40

Create a Positive Corporate Culture 40

Unit Three Human Resource Management 43

Part One Theory 43

Text A Human Resource Management 43

Text B Performance Appraisal 49

Part Two Practice 55

Part Three Supplement 62

“Peter”and“Deborah”Are Top CEO Names 62

Unit Four International Marketing 65

Part One Theory 65

Text A Marketing 65

Text B Internet Marketing 71

Part Two Practice 76

Part Three Supplement 81

Web Marketing Strategy 81

Unit Five E-commerce 84

Part One Theory 84

Text A Electronic Commerce 84

Text B Online Shopping 91

Part Two Practice 96

Part Three Supplement 102

Selling Online Can Create New Income Streams 102

Unit Six Financing 105

Part One Theory 105

Text A Corporate Finance 105

Text B Asian-Pacific Companies Take Equities Route to Refinance 111

Part Two Practice 117

Part Three Supplement 123

China’s Banks in Drive to Boost Funds 123

Unit Seven Foreign Exchange Market 126

Part One Theory 126

Text A Foreign Exchange Market 126

Text B World Bank and IMF at Odds over Hot Money Flows 132

Part Two Practice 137

Part Three Supplement 143

The Dispute of the Exchange Rate between USA and China 143

Unit Eight International Logistics 146

Part One Theory 146

Text A Logistics 146

Text B Supply Chain Management 153

Part Two Practice 158

Part Three Supplement 164

DHL Signs EUR 17m.Contract with Skanska 164

Unit Nine International Trade 167

Part One Theory 167

Text A International Trade 167

Text B Economics of Free Trade 173

Part Two Practice 178

Part Three Supplement 184

Trade Barriers 184

Unit Ten Cross-cultural Communication 186

Part One Theory 186

Text A Potential Hot Spots in Cross-cultural Communication 186

Text B Cross-cultural Solutions for International Business 191

Part Two Practice 196

Part Three Supplement 202

Communicating in a Diverse Workplace 202

Unit Eleven Improvement and Innovation 205

Part One Theory 205

Text A Business Process Improvement 205

Text B Business Innovation 211

Part Two Practice 215

Part Three Supplement 221

Innovation Can Reduce Impact of Global Crisis 221

Unit Twelve Intellectual Property 224

Part One Theory 224

Text A What Is Intellectual Property？ 224

Text B Patent and/or Trademark That New Product 231

Part Two Practice 236

Part Three Supplement 242

US and UK Highlight Progress on Patents Cooperation 242