Unit 1International Trade
Part ⅠLead-in Activities
Part ⅡIntensive Reading
Text AFree Trade Under Fire
Part ⅢSupplementary Reading
Text BMain Street Meets the Global Economy
Unit 2Pricing
Part ⅠLead-in Activities
Part ⅡIntensive Reading
Text APricing New Products
Part ⅢSupplementary Reading
Text BHow to Sell a Price Increase to Your Customers
Unit 3Branding
Part ⅠLead-in Activities
Part ⅡIntensive Reading
Text AThe Power of Branding
Part ⅢSupplementary Reading
Text BWhat Great Brands Do
Unit 4Products
Part ⅠLead-in Activities
Part ⅡIntensive Reading
Text AA New-product Innovator
Part ⅢSupplementary Reading
Text BProduct Life Cycle
Unit 5Customer Behavior
Part ⅠLead-in Activities
Part ⅡIntensive Reading
Text ASituational Influence
Part ⅢSupplementary Reading
Text BWhat is Consumer Behavior?
Unit 6Corporate Culture
Part ⅠLead-in Activities
Part ⅡIntensive Reading
Text ASouthwest Airlines’ Team Culture
Part ⅢSupplementary Reading
Text BCulture in Small Businesses
Unit 7Crisis Management
Part ⅠLead-in Activities
Part ⅡIntensive Reading
Text AHow Toyota’s Crisis Management Failures Added to the Billion-dollar Settlement
Part ⅢSupplementary Reading
Text BVW Crisis Communication and Public Trust
Unit 8Leadership
Part ⅠLead-in Activities
Part ⅡIntensive Reading
Text ANap Rooms Gone Bad
Part ⅢSupplementary Reading
Text BThree Issues That Should Preoccupy Managers in the Next 50 Years
Unit 9Urbanization
Part ⅠLead-in Activities
Part ⅡIntensive Reading
Text AMass Urbanization Could Lead to Unprecedented Human Creativity
—But Only if We Do It Right
Part ⅢSupplementary Reading
Text BUrbanization: Some are More Equal Than Others
—China’s Need for a New Urbanization Policy Reaches a Critical Point
Unit 10Work Culture
Part ⅠLead-in Activities
Part ⅡIntensive Reading
Text AAmazon Only Perfected What American Work Culture
Created
Part ⅢSupplementary Reading
Text BThe Happiness Machine
Unit 11Cross-cultural Communication
Part ⅠLead-in Activities
Part ⅡIntensive Reading
Text AFactors Affecting Cross-cultural Business Communication
Part ⅢSupplementary Reading
Text BDiversity in the Workplace and How to Aid Intercultural Communication Workplace Diversity
Unit 12Human Resources Management
Part ⅠLead-in Activities
Part ⅡIntensive Reading
Text ADid HR Cause the Downfall of Enron?
Part ⅢSupplementary Reading
Text BHR Evolves into “Human Capital Management”