国际商务误区 Blunders in International Business

书籍目录

Preface1  Introduction  The Role of Culture  The Role of CommunicatioF  Structure:2  Production  Location/Layout  Product  Package  Color  Summary3 Name s  Product Names  Company Names  Summary4 Marketlng  Promotions  Pricing  Summary5 Translation  Carelessness  Multiple Meanings  Idioms  Summary6  ManInt   Cultural Differences   Poor Personnel Choices   Labor Relations   Summary7 StrItiMnwnt   Entry Mode   Supply Problems   Complex Problems   Additional Mistakes   Summary8  ther Ar sof Int natlonal lsln     Legal   Finance   Market Research   Summary9  Lsont rned   Adaptation   Nationalism   Promotion   Translation   Market Research   ConclusionNotesIndex of CompaniesIndex of PlacesIndex of Products

作者简介

This new edition of "Blunders in International Business" is significantly updated and revised, full of interesting anecdotes, including dozens of new international business blunders. David Ricks has uncovered many informative and entertaining blunders that will make this book hard to put down. This book features blunders from well-known corporations American Express, McDonalds, Toyota, GM, Sharwoods, Jolly Green Giant, Bacardi, Puff, AOL, BMW, and many others. It conserves its well-liked, concise format. It includes several well-known blunders from previous editions have been replaced in order to update the lessons learned.

 国际商务误区 Blunders in International Business下载