Unit One Globalization of Economy 1 1 Reading for Background Information I 2 Reading for Understanding I The Perils of More Globalization 2 3 Reading for Communicative Tasks I0 4 Reading for More Information II Globalization under Fire 11 5 Reading for Business Tips 17 How to Take Your Small Business Global 17 Unit Two Trade Protectionism 18 1 Reading for Background Information 18 2 Reading for Understanding 18 Obama' s Tire Tariff Draws Beijing' s Ire 19 China Expresses Deep Concern over U. S. Trade Protectionism 21 3 Reading for Communicative Tasks 29 4 Reading for More Information 29 China Irks U.S. with Computer Security Rules 29 5 Reading for Business Tips 34 Introduction to Trade Barriers 34 UnitThree Marketing 36 1 Reading for Background Information 36 2 Reading for Understanding 36 Dialing Into Mobile Marketing 36 3 Reading for Communicative Tasks 45 4 Reading for More Information 46 Pulling the Trigger on Trigger Marketing 46 Reading for Business Tips 51 Developing Your Marketing Mix 5l Unit Four E-Commerce 53 1 Reading for Background Information 53 2 Reading for Understanding 53 E-Commerce Companies Must Globalize to Thrive 54 3 Reading for Communicative Tasks 64 4 Reading for More Information 64 Why E-Business Is Now Everyone's Business 64 5 Reading for Business Tips 70 E-Commerce Tips for Small Businesses 70 Unit Five Business Ethics 72 1 Reading for Background Information 72 2 Reading for Understanding 72 Just Good Business 73 3 Reading for Communicative Tasks 82 4 Reading for More Information 82 Ethics Must Be Global, Not Local 82 5 Reading for Business Tips 86 Building Self-discipline 86 Unit Six Entrepreneurship 89 1 Reading for Background Information 89 2 Reading for Understanding 89 Magic Formula 90 3 Reading for Communicative Tasks I00 4 Reading for More Information 101 The More the Merrier I01 5 Reading for Business Tips 107 Top 5 tips to Become a Productive Student Entrepreneur 107 Unit Seven Banldng lO9 1 Reading for Background Information 109 2 Reading for Understanding I09 Bank Closings Top 100 for Year: Most Failures Since 1992 ll0 3 Reading for Communicative Tasks I19 4 Reading for More Information 120 A Special Report on International Banking 120 Reading for Business Tips 124 Finance Investment —— Safe Internet Banking 124 Unit Eight Cross-C:uitural Business 126 1 Reading for Background Information 126 2 Reading for Understanding 127 The Strategy for Managing Across Cultures 127 3 Reading for Communicative Tasks 139 4 Reading for More Information 140 Cross-Cultural Differences 140 5 Reading for Business Tips 145 Ten Key Factors for MNC Success 145 Unit Nine Management and Adwinistration 146 1 Reading for Background Information 146 2 Reading for Understanding 146 Forms of Business Organization 147 3 Reading for Communicative Tasks 155 4 Reading for More Information 155 The Best Leadership Is Good Management 155 5 Reading for Business Tips 159 Styles of Leadership 159 Reference Key for Exercises 160
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