Unit 1 International Trade
Part I Lead-in Activities
Part II Intensive Reading
Text A Free Trade under Fire
Part III Supplementary Reading
Text B Main Street Meets the Global Economy
Unit 2 Pricing
Part I Lead-in Activities
Part II Intensive Reading
Text A Pricing New Products
Part III Supplementary Reading
Text B How to Sell a Price Increase to Your Customers
Unit 3 Branding
Part I Lead-in Activities
Part II Intensive Reading
Text A The power of branding
Part III Supplementary Reading
Text B What Great Brands Do
Unit 4 Products
Part I Lead-in Activities
Part II Intensive Reading
Text A A New-product Innovator
Part III Supplementary Reading
Text B Product life cycle
Unit 5 Customer behavior
Part I Lead-in Activities
Part II Intensive Reading
Text A Situational influence
Part III Supplementary Reading
Text B What is consumer behavior?
Unit 6 Corporate Culture
Part I Lead-in Activities
Part II Intensive Reading
Text A Southwest Airlines’ Team Culture
Part III Supplementary Reading
Text B Culture in Small Businesses
Unit 7 Crisis Management
Part I Lead-in Activities
Part II Intensive Reading
Text A How Toyota's Crisis Management Failures Added To The
Billion-Dollar Settlement
Part III Supplementary Reading
Text B VW Crisis Communication and Public Trust
Unit 8 Leadership
Part I Lead-in Activities
Part II Intensive Reading
Text A Nap Rooms Gone Bad
Part III Supplementary Reading
Text B Three Issues That Should Preoccupy Managers in the Next
50 Years
Unit 9 Urbanization
Part I Lead-in Activities
Part II Intensive Reading
Text A Mass Urbanization Could Lead to Unprecedented Human Creativity
—But Only if We Do it Right
Part III Supplementary Reading
Text B Urbanization: Some are More Equal Than Others
—China’s need for a new urbanization policy reaches a critical point
Unit 10 Work Culture
Part I Lead-in Activities
Part II Intensive Reading
Text A Amazon Only Perfected What American Work Culture
Created
Part III Supplementary Reading
Text B The Happiness Machine
Unit 11 Cross-cultural Communication
Part I Lead-in Activities
Part II Intensive Reading
Text A Factors Affecting Cross-cultural Business Communication
Part III Supplementary Reading
Text B Diversity in the Workplace and How to Aid Intercultural
Communication
Unit 12 Human Resources Management
Part I Lead-in Activities
Part II Intensive Reading
Text A Did HR Cause the Downfall of Enron?
Part III Supplementary Reading
Text B HR Evolves Into ‘Human Capital Management