CONTENTS
Unit 1 Management
Part One Warmup (2)
Part Two Reading 1 Managing Oneself (2)
Reading 2 A Brief History of Management (9)
Quiz Effective Management (17)
Part Three Exercises (18)
Part Four Case Study 1 Bill Gates and Microsoft (23)
Case Study 2 The Expansion of Blue Streak (24)
Part Five Skillsbuilding (24)
Unit 2 Organizational Behavior
Part One Warmup (28)
Part Two Reading 1 Introduction to Organizational Behavior (28)
Reading 2 Contemporary Theories of Motivation (35)
Selfassessment (39)
Part Three Exercises (40)
Part Four Case Study 1 Nestlés CEO on Managing Change (44)
Case Study 2 Carol Bernick, President of AlbertoCulver,
North America (45)
Part Five Selfassessment (47)
Unit 3 Marketing Management
Part One Warmup (49)
Part Two Reading 1 A Framework for Marketing Management (50)
Reading 2 Strategic Planning and Marketing Management (54)
Quiz (60)
Part Three Exercises (62)
Part Four Case Study 1 Develop a Marketing Plan (67)
Case Study 2 Marketing Spotlight—GE (68)
Part Five Practical Quiz (69)
Unit 4 Human Resources Management
Part One Warmup (73)
Part Two Reading 1 Tomorrows HR Today (73)
Reading 2 Career Development (79)
Quiz (83)
Part Three Exercises (86)
Part Four Case Study 1 Virtual Teamwork at IBM (91)
Case Study 2 Managers and HR Professionals at Sands Corporation:
Friends or Foes? (92)
Part Five Skillsassessment (94)
Unit 5 Strategic Management
Part One Warmup (96)
Part Two Reading 1 What is Strategy and Why is it Important? (97)
Reading 2 Strategy Formulation: Situation Analysis And Business Strategy (101)
Quiz (105)
Part Three Exercises (106)
Part Four Case Study 1 Basic Concepts of Strategic Management (111)
Case Study 2 Microsoft and Red Hat Linux:Contracting Business Models (112)
Part Five Skillsbuilding (114)
Unit 6 Corporate Culture
Part One Warmup (117)
Part Two Reading 1 Building a Corporate Culture That Promotes Good
Strategy Execution (118)
Quiz for Culture (124)
Reading 2 The International Business Context-Cultural Views
Toward Management and Managers (126)
Part Three Exercises (132)
Part Four Case Study 1 Southwest Airlines Team Culture (137)
Case Study 2 DaimlerChryslers Diverse Cultures (140)
Part Five Developing Competencies (141)
Unit 7 Business Communication
Part One Warmup (144)
Part Two Reading 1 Understanding Business Communication (145)
Listening Skills:Selfassessment (148)
Reading 2 Oral Presentation (149)
Selfassessment (153)
Part Three Exercises (154)
Part Four Case Study 1 Facing a Communication Dilemma at Hallmark (159)
Case Study 2 The Key to Giving Speeches (160)
Part Five Quiz (161)
Unit 8 Economic Globalization
Part One Warmup (165)
Part Two Reading 1 Globality (166)
Reading 2 Globalization:The Debate (168)
Quiz (173)
Part Three Exercises (174)
Part Four Case Study 1 WalMart and International EDI (179)
Case Study 2 Cultural Effects of Economic Globalization (180)
Part Five Quiz (182)
Unit 9 Managerial Economics
Part One Warmup (186)
Part Two Reading 1 Managerial Economics (187)
Reading 2 Demand Forecasting (190)
Quiz (196)
Part Three Exercises (198)
Part Four Case Study 1 Maximize Profit of Maximize Market Share? (203)
Case Study 2 Constained Maximization in the Toy Business and
Why Frisbees are Called Frisbees. (206)
Part Five Quiz (207)
Unit 10 Ecommerce
Part One Warmup (212)
Part Two Reading 1 Ecommerce Overview of Electronic Commerce (213)
Reading 2 EGrocers Check out (219)
Miniquiz The Basics of Ecommerce (225)
Part Three Exercises (227)
Part Four Case Study 1 Value Chain Management Using Ecommerce (232)
Case Study 2 Starwave (232)
Part Five Terminology Quiz (233)