Part �� International Business Unit 1 2 Text A International Trade Theory (���H�Q����Փ) 2 Text B A Tale of Two Nations 26 Unit 2 29 Text A Exporting��Importing��and countertrade (���ڡ��M���c�����Q��) 29 Text B Proust Winery 50 Unit 3 53 Text A Non export Entry Modes��Strategic Alliances (�dz��ڴ��뷽ʽ��������“��) 53 Text B World Wide Pharmaceutical 74 Unit 4 80 Text A Foreign Direct Investment (���ֱ��Ͷ�Y) 80 Text B Honda in North America 100 Part �� Environments of International Business Unit 5 104 Text A International Monetary System (���H؛���wϵ) 104 Text B The Fall and Rise of Caterpillar Tractor 127 Unit 6 131 Text A Legal Systems in International Business (���H�̄��еķ����wϵ) 131 Text B International Intellectual Property Law 147 2 �¾����H�̄�Ӣ�Z��x�̳� Unit 7 155 Text A Intellectual Property and Cyberlaw (֪�R�a���c�W�j��) 155 Text B Emerging Trends in Business Law Online 177 Unit 8 181 Text A Cultural Environment in International Business (���H�̄��е��Ļ��h��) 181 Text B Control in Multi national Corporations 198 Unit 9 204 Text A Regional Economic Integration (�^�򽛝�һ�w��) 204 Text B The Europe Union (EU) 218 Unit 10 221 Text A Demographic Environment (���H�̄խh���е��˿ڭh��) 221 Text B Micromarketing��A New Marketing Era 236 Part �� Business Management Unit 11 240 Text A Managerial Importance of Customer Behavior (���M���О��������Ҫ��) 240 Text B Competitive Advantages through Customer Orientation 259 Unit 12 262 Text A Products and Branding in Brand Management (���ƮaƷ�cƷ�ƹ���) 262 Text B A Glimpse into the Past of Selected Brands 285 Unit 13 289 Text A Integrated Marketing Communications (���ϠI�N����) 289 Text B Are Consumer Goods Companies Getting Too��Pushy���� 303 Unit 14 306 Text A E commerce (����̄�) 306 Text B Competing against the Net��Traditional Retailers 324 Unit 15 329 Text A Accounting (��Ӌ) 329 Text B Cash Flow Statement 346 3 Contents Unit 16 351 Text A Restructuring Organizations (��˾�ؽM) 351 Text B reengineering Schlage Lock Company 375 Unit 17 379 Text A Human Resource Management in the Global Firm (ȫ������I�������YԴ����) 379 Text B International Labor Relations 393