CHAPTER 1 第1章
The Dynamics of
Business and Economics 2 商业与经济的动力
Enter the World of
Business 进入商业世界
Competition Is
Good for Business 3 竞争有益于企业
Introduction 4 引言
The Nature of
Business 4 企业的本质
The Goal of
Business 4 企业的目标
The People and
Activities of Business 5 企业的参与者和主要活动
Why Study
Business? 7 为什么学习商学
The Economic
Foundations of Business 8 企业的经济基础
Economic Systems 9 经济体制
The
Free-Enterprise System 12 自由企业制度
The Forces of
Supply and Demand 13 供给与需求的力量
The Nature of
Competition 14 竞争的本质
Economic Cycles
and Productivity 16 经济周期和生产力
The American
Economy 19 美国经济
A Brief History of
the American Economy 20 美国经济简史
The Role of the
Entrepreneur 22 企业家的作用
The Role of
Government in the American Economy 23 政府在美国经济中的作用
The Role of Ethics
and Social Responsibility in Business 24 商业伦理与社会责任在企业中的作用
Can You Learn
Business in a Classroom? 25 在课堂上学习商业知识，可能吗
So You Want a Job
in the Business World 26
Review Your
Understanding 26
Revisit the World
of Business 27
Learn the Terms 27
Check Your
Progress 27
Get Involved 28
Build Your Skills:
The Forces of Supply and Demand 28
Solve the Dilemma:
Mrs. Acres Homemade Pies 29
Build Your
Business Plan: The Dynamics of Business and
Economics 29
See for Yourself
Videocase: Redbox Succeeds by Identifying Market Need 30
Team Exercise 30
Appendix A 附录 A
Guidelines for the
Development of the Business Plan 31 商业计划撰写指南
CHAPTER 2 第2章
Business Ethics
and Social Responsibility 34 商业伦理与社会责任
Enter the World of
Business 进入商业世界
Antibacterial Soap
Faces Regulatory and Consumer Pressure 35 抗菌肥皂面临监管部门和消费者的双重压力
Introduction 36 引言
Business Ethics
and Social Responsibility 36 商业伦理与社会责任
The Role of Ethics
in Business 38 伦理在企业中的作用
Recognizing
Ethical Issues in Business 39 认识企业中的伦理问题
Fairness and
Honesty 44 公正与诚实
Making Decisions
about Ethical Issues 48 就伦理问题做出决定
Improving Ethical
Behavior in Business 48 改善企业的道德行为
The Nature of Social
Responsibility 51 社会责任的本质
Social
Responsibility Issues 54 社会责任问题
Unemployment 60 失业
So You Want a Job
in Business Ethics and Social
Responsibility 62
Review Your
Understanding 62
Revisit the World
of Business 63
Learn the Terms 63
Check Your Progress 63
Get Involved 63
Build Your Skills:
Making Decisions about Ethical Issues 64
Solve the Dilemma:
Customer Privacy 65
Build Your Business
Plan: Business Ethics and Social Responsibility 65
See for Yourself
Videocase: The Challenge of Building Trust in Business 65
Team Exercise 66
Appendix B 附录 B
The Legal and
Regulatory Environment 67 法律与监管环境
CHAPTER 3 第3章
Business in a
Borderless World 82 无边界世界中的商业
Enter the World of
Business 进入商业世界
Chinese Smartphone
Company Faces Challenges in Expansion 83 中国智能手机公司面临扩张
Introduction 84 引言
The Role of
International Business 84 国际商务的作用
Why Nations Trade 85 为什么要进行国际贸易
Trade between
Countries 86 国家之间的贸易
Balance of Trade 86 贸易余额
International
Trade Barriers 88 国际贸易壁垒
Economic Barriers 88 经济壁垒
Ethical, Legal,
and Political Barriers 89 道德、法律和政治壁垒
Social and
Cultural Barriers 93 社会与文化壁垒
Technological
Barriers 95 科技壁垒
Trade Agreements,
Alliances, and Organizations 95 贸易协定、联盟与组织
General Agreement
on Tariffs and Trade 95 关税及贸易总协定
The North American
Free Trade Agreement 96 北美自由贸易协定
The European Union
97 欧洲联盟
Asia-Pacific
Economic Cooperation 99 亚太经济合作组织
Association of
Southeast Asian Nations 100 东南亚国家联盟
World Bank 101 世界银行
International
Monetary Fund 101 国际货币基金组织
Getting Involved
in International Business 102 参与国际商务
Exporting and
Importing 102 出口和进口
Trading Companies 103 贸易公司
Licensing and
Franchising 103 授权与特许经营
Contract
Manufacturing 104 合同制造
Outsourcing 104 外包
Offshoring 104 离岸外包
Joint Ventures and
Alliances 105 合资企业与联盟
Direct Investment 105 直接投资
International
Business Strategies 106 国际商务战略
Developing
Strategies 107 发展战略
Managing the
Challenges of Global Business 107 管理全球商业挑战
So You Want a Job
in Global Business 108
Review Your
Understanding 108
Revisit the World
of Business 109
Learn the Terms 109
Check Your
Progress 109
Get Involved 110
Build Your Skills:
Global Awareness 110
Solve the Dilemma:
Global Expansion or Business as Usual? 111
Build Your
Business Plan: Business in a Borderless World 111
See for Yourself
Videocase: Walt Disney around the Globe 112
Notes 113 注释
Glossary 119 术语表
Photo Credits 122 图片版权
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