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 Unit 1 Corporate Innovation
  Section I Opening Case Apple Sends a New Signal to Consumers
  Section II Related Theories
  Section III Case Study Products and Services: Innovation Matters — A Case Study of Google Inc.
  Section IV Focus on Skills
  Section V Business Humor A Car as Collateral
 Unit 2 International Operations
  Section I Opening Case Logitech’s Global Operations
  Section II Related Theories
  Section III Case Study How the Swedish Retailer Became a Global Cult Brand — A Case Study of IKEA
  Section IV Focus on Skills
  Section V Business Humor True Definition of Globalization
 Unit 3 Strategic Management
  Section I Opening Case What Does Geely Gain from the Volvo Deal?
  Section II Related Theories
  Section III Case Study The Strategy of Eastman Kodak Company — A Case Study
  Section IV Focus on Skills
  Section V Business Humor You Must Be an Engineer
 Unit 4 International Marketing
  Section I Opening Case The Market Segmentation of P&G
  Section II Related Theories
  Section III Case Study Focusing on Marketing Strategy with Segmentation and Differentiation — A Case Study of FedEx Corp.
  Section IV Focus on Skills
  Section V Business Humor Different Aspects of Marketing
 Unit 5 E–Commerce
  Section I Opening Case E–Commerce: Challenges of Amazon in Book Publishing
  Section II Related Theories
  Section III Case Study Electronic Commerce at eBay
  Section IV Focus on Skills
  Section V Business Humor The Phone
 Unit 6 International Franchising
  Section I Opening Case KFC — Gold Standard in Franchising
  Section II Related Theories
  Section III Case Study Kremed! — The Rise and Fall of Krispy Kreme Is a Cautionary Tale of Ambition, Greed, and Inexperience.
  Section IV Focus on Skills
  Section V Business Humor A Beggar’s Franchising
 Unit 7 Global Supply Chain Management
  Section I Opening Case Dell’s Selling Computer Directly to Customers
  Section II Related Theories
  Section III Case Study Supply Chain Management Practices — A Case Study of Wal-Mart
  Section IV Focus on Skills
  Section V Business Humor The Shredder
 Unit 8 Venture Investment
  Section I Opening Case IDG in China
  Section II Related theories
  Section III Case Study KPCB: The World Leading Venture Capital Firm — A Case Study of KPCB
  Section IV Focus on Skills
  Section V Business Humor A Doctor’s Wise Investment
 Unit 9 International Service Outsourcing
  Section I Opening Case Focusing on Core Competencies
  Section II Related Theories
  Section III Case Study A Chinese Outsourcing Company in Japanese Market
  Section IV Focus on Skills
  Section V Business Humor Outsourcing
 Unit 10 Intercultural Business Communication
  Section I Opening Case Key to VW’s Success in America Is Cultural Understanding
  Section II Related Theories
  Section III Case Study Euro Disney: From Dream to Nightmare — A Case Study of Disney
  Section IV Focus on Skills
  Section V Business Humor The New Manager
 Glossary
 Useful Expressions