国际商务误区 Blunders in International Business mobi 下载 fb2 夸克云 azw3 网盘 pdf pmlz

Mistakes in business, errors no one wants to admit, and stories of disasterand cris~s no one cares to recount can illustrate valuable lessons andstrategies for coping with similar situations in the future.David Ricks continues to uncover many informative, entertaining blundersthat will make this book hard to put down.

Preface

1 Introduction

The Role of Culture

The Role of CommunicatioF

Structure

:2 Production

Location/Layout

Product

Package

Color

Summary

3 Name s

Product Names

Company Names

Summary

4 Marketlng

Promotions

Pricing

Summary

5 Translation

Carelessness

Multiple Meanings

Idioms

Summary

6 ManInt

Cultural Differences

Poor Personnel Choices

Labor Relations

Summary

7 StrItiMnwnt

Entry Mode

Supply Problems

Complex Problems

Additional Mistakes

Summary

8 ther Ar sof Int natlonal lsln

Legal

Finance

Market Research

Summary

9 Lsont rned

Adaptation

Nationalism

Promotion

Translation

Market Research

Conclusion

Notes

Index of Companies

Index of Places

Index of Products

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书籍介绍

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.