国际商务误区 Blunders in International Business

2006-3  

Blackwell Pub  

Ricks, David A.  

182  

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.

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

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