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Chapter 1　Cross-boarder Management:Driving Forces for Going out跨国经营的驱动因素Introduction导读 2

Ideas in Focus概念述要 3

Voice of Practitioners实践者之声 8

The Right Way to Go Global:An Interview with Whirlpool CEO David WhitwamInsights from Scholars学者之见 14

When You Shouldn't Go Global 23

Cases in Practice案例实践 23

DataClear:Go Global or Not 30

Buzz-In各抒己见 30

Chapter 2 The Environment Challenges:Responding to the Diverse Forces Simultaneously外部环境的挑战：和风细雨 四通八达Introduction导读 32

Ideas in Focus概念述要 33

Voice of Practitioners实践者之声 45

How to Win Friends and Influence in China without Paying for Them 48

Insights from Scholars学者之见 48

Multinationals on Trial 58

Cases in Practice案例实践 58

Oxford Instrument in China 61

Buzz-In各抒己见 61

Chapter 3 The Competitive Challenges:Reinforcing the Building Blocks for Worldwide Advantages竞争的挑战：建立优势 奠定竞争基石Introduction导读 64

Ideas in Focus概念述要 65

Voice of Practitioners实践者之声 71

The Road to Global Readiness:Why companies in developing nations need to hone their skills against local rivals?Insights from Scholars学者之见 74

How Global Companies Win out 82

Cases in Practice案例实践 82

Can Anything Stop Toyota? 90

An inside look at how it's reinventing the auto industry 90

Buzz-In各抒己见 90

Chapter 4 The Collaborative Challenges:Creating Wealth through Working with Others合作的挑战：借力联手 创造财富Introduction导读 92

Ideas in Focus概念述要 93

Voice of Practitioners实践者之声 99

Friend?Foe?Both? 109

The confusing world of corporate alliances 109

Insights from Scholars学者之见 109

Collaborate with Your Competitors and Win 117

Cases in Practice案例实践 117

Wahaha vs.Danone 122

Buzz-In各抒己见 122

Chapter 5 The Organizational Challenges:Searching for the Right Structural Fit组织的挑战：寻求匹配的组织架构Introductions导读 124

Ideas in Focus概念述要 125

Voice of Practitioners实践者之声 137

Leading Organizational Change:An Interview with the CEO of P＆G 147

Insights from Scholars学者之见 147

Small or Big:This Is a Question 151

Cases in Practice案例实践 151

Globalization:Restructuring Citigroup Credit Card 153

Buzz-In各抒己见 153

Chapter 6 The Management Challenges:Ensuring Continual Renewal管理的挑战：成事在人 持续创新Introduction导读 156

Ideas in Focus概念述要 157

Voice of Practitioners实践者之声 166

Zhang Ruimin on Raising Haier 176

Insights from Scholars学者之见 176

International Management Development 186

Cases in Practice案例实践 186

Avon in Global Markets:Managing and Developing a Global Workforce 190

Buzz-In各抒己见 190

Chapter 7 The Ethical Challenges:Being a Good Corporate Citizen伦理的挑战：优秀的企业公民Introduction导读 192

Ideas in Focus概念述要 193

Voice of Practitioners实践者之声 201

A Big Stage for Small Loans:Muhammad Yunus hopes to use his newfound status to get world governments behind microfinanceInsights from Scholars学者之见 204

The Ethical Mind:A Conversation with Psychologist Howard Gardner 214

Cases in Practice案例实践 214

Is The Body Shop an Ethical Business? 217

Buzz-In各抒己见 217

Chapter 8 The Future Challenges:The Evolving Multinationals未来的挑战：跨国企业的演进Introduction导读 220

Ideas in Focus概念述要 221

Voice of Practitioners实践者之声 237

Google's View on the Future of Business:An Interview with CEO Eric SchmidtInsights from Scholars学者之见 245

The Future of the Multinational Enterprise in Retrospect and in ProspectCases in Practice案例实践 251

Boarders Are So 20th Century:High-tech transnationals take"stateless"to the next levelBuzz-In各抒己见 254

附录1　重要网站信息 255

附录2　近年进入500强的中国企业名单 256

参考文献 257