Unit 1Career Management1
Text A： Career Management and Development / 3
Text B： How to Create Employee Loyalty / 8
Unit 2Marketing15
Text A： The 7Ps of Marketing / 17
Text B： Brand Rehab / 25
Unit 3Corporate Culture31
Text A： Corporate Culture： Cornerstone of Success / 33
Text B： Building a “Googley” Workforce / 39
Unit 4Competition45
Text A： Porters Five Forces Model： Analyzing the Competition / 47
Text B： Nike Through the Lens of Porters Five Forces / 54
Unit 5Merger and Acquisition61
Text A： Essence of Merger and Acquisition / 63
Text B： Why a YahooAOL Merger Makes Sense / 70
Unit 6Entrepreneurship77
Text A： Entrepreneurship： the Fundamentals / 79
Text B： Four Personality Traits of Successful Entrepreneurs / 84
Unit 7Innovation89
Text A： Innovation： Definition, Concepts and Examples / 91
Text B： Googles Prototype SelfDriving Car / 95
Unit 8Finance99
Text A： How Stocks Work / 101
Text B： Rate Cut Adding to Global Uncertainty / 106
Unit 9Accounting111
Text A： Balance Sheet, Income Statement, and Statement of Cash Flows / 113
Text B： Interim Report： Chairmans Letter / 118
Unit 10Economics123
Text A： GDP： the Definition / 125
Text B： IMF World Economic Outlook / 129
Unit 11International Trade133
Text A： Two Leading Debates in International Trade / 135
Text B： China Moves up the Exports Value Chain / 141
Unit 12ECommerce149
Text A： Electronic Commerce： into the Third Wave / 151
Text B： Understanding ECommerce Versus MCommerce / 156
Unit 13Quality161
Text A： Principles of Quality / 163
Text B： Quality Management for the Future / 167
Unit 14Operation173
Text A： Enterprise Resource Planning / 175
Text B： Beating the Supply Chain Challenge： Interview with SMTC Corporation / 180
Unit 15Globalization185
Text A： Understanding Your “Globalization Penalty” / 187
Text B： Walmarts Foreign Expansion / 19２
Key to Exercises196
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