商务英语阅读教程(新编MBA系列教材)
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品牌: 李明斐
基本信息·出版社：大连理工大学出版社
·页码：303 页
·出版日期：2005年
·ISBN：7561127804
·条形码：9787561127803
·包装版本：1
·装帧：平装
·开本：16开
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内容简介《商务英语阅读教程》主要为MBA学生编写，也适合一般经济管理专业的研究生以及英语水平四级以上的经济管理专业的本科生。
本教程充分考虑了MBA学生的课程体系和知识体系，所选的英文文章大都与专业课程所涉及的内容相关，如“新惠普的诞生”、“安然丑闻”以及“减少‘非典’带来的经济损失”等。阅读与专业课程相关的英文文章，比较容易使学生增强学习英语的兴趣和信心，不仅使他们提高英语阅读能力，也促使他们运用工商管理综合知识思考管理中的现实问题。
文章选编的原则是既有时事性,反映时代的特征,涉及近年来国际国内发生的大事；又有专业性，符合工商管理专业学生的特点。
本教程力求在编排格式上取得突破，注重格式新颖，使用方便。
编辑推荐本教程为新编MBA系列教材之一。主要为MBA学生编写，也适合一般经济管理专业的研究生以及英语水平四级以上的经济管理专业的本科生。书中所选的英文文章大都与专业课程所涉及的内容相关，如"新惠普的诞生"、"安然丑闻"以及"减少'非典'带来的经济损失"等。这些内容不仅使学习者提高英语阅读能力，也促使学习者运用工商管理综合知识思考管理中的现实问题。
目录
U n i t 1
Strategy and Marketing
战略与市场营销
Textl TheEssenceofStrategy……………2
Text 2 A New Hewlett-Packard……………18
Text 3 One Country．Two Colas……………30
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文摘书摘
第2—3页
Levels of Strategy
By Stephen P．Robbins＆Mary Coulter
If an organization produced a single product or service，managers could develop a single strategic plan that covered everything it did．But many organizations are in diverse lines of business． Moreover，these multi-business companies also have diverse functional departments such as finance and marketing that support each of their businesses．As a result，we need to differentiate between corporate-level，business-level，and functional-level strategy
Corporate-level strategy：This strategy seeks to answer the question： What business or businesses should we be in?Corporate--level strategy determines the roles that each business unit in the organization will play．At a company like PepsiCo，top management"s corporate-level strategy integrates the strategies of its Pepsi，T-Up International，Taco Bell，Pizza Hut，KFC，and Frito-Lay divisions．
Business-level strategy：This strategy seeks to answer the question：How should we compete in each of our businesses?When an organization is in a number of different businesses，planning can be facilitated by creating strategic business units．A strategic business unit(SBU)represents a single business or~rouoinR of related businesses．Each SBU will have its own unique mission，competitors，and strategy．This distinguishes an SBU from the other businesses of the parent organization．The SBU concept of planning separates business units based on the following principles： (1)The organization is managed as a"portfolio"of businesses．each business unit serving a clearly defined product and market segment with a clearly defined strategy． (2)Each business unit in the portfolio develops a strategy tailored to its capabilities and competitive needs but consistent with overall organization"s capabilities and needs． (3)The total portfolio is managed to serve the interests of the organization as a whole-to achieve balanced g
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