Career express business English comprehensive course.4

Unit 1 Corporate Innovation
Section Ⅰ Opening Case Apple Sends a New Signal to Consumers 2
Section Ⅱ Related Theories 4
Section Ⅲ Case Study Products and Services: Innovation Matters
A Case Study of Google Inc. 5
Section Ⅳ Focus on Skills 11
Section Ⅴ Business Humor A Car as Collateral 15

Unit 2 International Operations16
Section Ⅰ Opening Case Logitech~ Global Operations 17
Section Ⅱ Related Theories 19
Section Ⅲ Case Study How the Swedish Retailer Became a Global Cult Brand
A Case Study of IKEA 21
Section Ⅳ Focus on Skills 27
Section Ⅴ Business Humor True Definition of Globalization 30

Unit 3 Strategic Management
Section Ⅰ Opening Case What Does Geely Gain from the Volvo Deal？ 32
Section Ⅱ Related Theories 34
Section Ⅲ Case Study The Strategy of Eastman Kodak Company A Case Study 36
Section Ⅳ Focus on Skills 43
SectionⅤ Business Humor You Must Be an Engineer 46

Unit 4 International Marketing 48
SectionⅠ Opening Case The Market Segmentation of P&G 49
Section Ⅱ Related Theories 51
SectionⅢ Case Study Focusing on Marketing Strategy with Segmentation and
Differentiation A Case Study of FedEx Corp. 52
Section Ⅳ Focus on Skills 57
SectionⅤ Business Humor Managers and Engineers 61
Unit 5 E-Commerce62
Section Ⅰ Opening Case E-Commerce: Challenges of Amazon in Book Publishing 63
Section Ⅱ Related Theories 66
Section ⅢCase Study Electronic Commerce at eBay 69
Section Ⅳ Focus on Skills 74
Section Ⅴ Business Humor The Phone 77

Unit 6 International Franchising78
Section Ⅰ Opening Case KFC —— Gold Standard in Franchising 79
Section Ⅱ Related Theories 81
Section Ⅲ Case Study Kremed~ —— The Rise and Fall of Krispy Kreme Is a Cautionary Tale of Ambition, Greed, and Inexperience. 83
Section Ⅳ Focus on Skills 90
Section Ⅴ Business Humor A Beggar's Franchising 93

Unit 7 Global Supply Chain Management94
Section Ⅰ Opening Case DelI's Selling Computer Directly to Customers 95
Section Ⅱ Related Theories 98
Section Ⅲ Case Study Supply Chain Management Practices
—— A Case Study of Wal-Mart 101
Section Ⅳ Focus on Skills 107
Section Ⅴ Business Humor The Shredder 110

Unit 8 Venture Investment111
Section Ⅰ Opening Case IDG in China 1"12
Section Ⅱ Related Theories 114
Section Ⅲ Case Study KPCB: The World Leading Venture Capital Firm
—— A Case Study of KPCB 116
Section Ⅳ Focus on Skills 123
Section Ⅴ Business Humor A Doctor's Wise Investment 127


Unit 9 International Service Outsourcing
Unit 10 INtercultural Business Communication
Glossary