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Part ¢ñ International Business Unit 1 2 Text A International Trade Theory (¹ú¼ÊóÒ×ÀíÂÛ) 2 Text B A Tale of Two Nations 26 Unit 2 29 Text A Exporting£¬Importing£¬and countertrade (³ö¿Ú¡¢½ø¿ÚÓë¶ÔµÈóÒ×) 29 Text B Proust Winery 50 Unit 3 53 Text A Non export Entry Modes¡ªStrategic Alliances (·Ç³ö¿Ú´òÈ뷽ʽ¡ª¡ªÕ½ÂÔÁªÃË) 53 Text B World Wide Pharmaceutical 74 Unit 4 80 Text A Foreign Direct Investment (Íâ¹úÖ±½ÓͶ×Ê) 80 Text B Honda in North America 100 Part ¢ò Environments of International Business Unit 5 104 Text A International Monetary System (¹ú¼Ê»õ±ÒÌåϵ) 104 Text B The Fall and Rise of Caterpillar Tractor 127 Unit 6 131 Text A Legal Systems in International Business (¹ú¼ÊÉÌÎñÖеķ¨ÂÉÌåϵ) 131 Text B International Intellectual Property Law 147 2 бà¹ú¼ÊÉÌÎñÓ¢ÓïÔĶÁ½Ì³Ì Unit 7 155 Text A Intellectual Property and Cyberlaw (֪ʶ²úȨÓëÍøÂç·¨) 155 Text B Emerging Trends in Business Law Online 177 Unit 8 181 Text A Cultural Environment in International Business (¹ú¼ÊÉÌÎñÖеÄÎÄ»¯»·¾³) 181 Text B Control in Multi national Corporations 198 Unit 9 204 Text A Regional Economic Integration (ÇøÓò¾­¼ÃÒ»Ì廯) 204 Text B The Europe Union (EU) 218 Unit 10 221 Text A Demographic Environment (¹ú¼ÊÉÌÎñ»·¾³ÖеÄÈË¿Ú»·¾³) 221 Text B Micromarketing£ºA New Marketing Era 236 Part ¢ó Business Management Unit 11 240 Text A Managerial Importance of Customer Behavior (Ïû·ÑÕßÐÐΪ¹ÜÀíµÄÖØÒªÐÔ) 240 Text B Competitive Advantages through Customer Orientation 259 Unit 12 262 Text A Products and Branding in Brand Management (ÃûÅƲúÆ·ÓëÆ·ÅƹÜÀí) 262 Text B A Glimpse into the Past of Selected Brands 285 Unit 13 289 Text A Integrated Marketing Communications (ÕûºÏÓªÏú´«²¥) 289 Text B Are Consumer Goods Companies Getting Too¡°Pushy¡±£¿ 303 Unit 14 306 Text A E commerce (µç×ÓÉÌÎñ) 306 Text B Competing against the Net£ºTraditional Retailers 324 Unit 15 329 Text A Accounting (»á¼Æ) 329 Text B Cash Flow Statement 346 3 Contents Unit 16 351 Text A Restructuring Organizations (¹«Ë¾ÖØ×é) 351 Text B reengineering Schlage Lock Company 375 Unit 17 379 Text A Human Resource Management in the Global Firm (È«ÇòÐÔÆóÒµµÄÈËÁ¦×ÊÔ´¹ÜÀí) 379 Text B International Labor Relations 393