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Unit 1 Business ＆ Industry 1

Text A Start a Business 1

Text B Entrepreneurship in China—Let a Million Flowers Bloom 10

Supplementary Reading 21

Building Excitement——Can China Avoid a Bubble? 21

Unit 2 Capital Markets 28

Text A Banking Industry 28

Text B Stock Exchange 36

Supplementary Reading 44

American Stock Markets—Reversal of Fortune 44

Unit 3 International Marketing 48

Text A Business Planning—Marketing Planning 48

Text B Supporting Offline Campaign Launches With Online Marketing 56

Supplementary Reading 62

Online-coupon Firms—Groupon Anxiety 62

Unit 4 International Investment and Credit 68

Text A A Financial Marriage 68

Text B How to Promote and Regulate International Investments? 74

Supplementary Reading 80

Moving Toward a Global Currency 80

Unit 5 Business Elite 87

Text A The Resurrection of Steve Jobs—That Which Does Not Kill the Boss of Apple Seems to Make Him Stronger 87

Text B Ann Moore：The CEO of Time 93

Supplementary Reading 98

Steve Jobs and the iPad of Hope—Apple's Innovation Machine Churns Out Another Game-changing Device 98

Unit 6 E-Commerce 107

Text A In E-Commerce,More Is More 107

Text B The Alibaba E-Commerce Empire 114

Supplementary Reading 119

Online Shopping：Selling Becomes Sociable 119

Unit 7 Economic Globalization and Multinational Corporation 125

Text A Globalization vs.Economic Sovereignty 125

Text B The World's Top Choice—China Remains the Most Popular Destination for Foreign Direct Investment 133

Supplementary Reading 138

McDonald's Eyes Growing Presence in Local Market 138

Unit 8 Economic Regulations and Law 145

Text A U.S.Sets 21 st Century Goal：Building a Better Patent Office 145

Text B Anti-trust Law Treats"All Firms Equally"Over 140 Cases Handled;Rules in Line With International Principles 152

Supplementary Reading 159

China E-commerce Giant Launches Campaign to Fight Online Piracy 159

Unit 9 Economic Crisis 165

Text A The Great Depression 165

Text B U.S.Subprime Mortgage Crisis 173

Supplementary Reading 179

10 Ways to Manage Your Money in Economic Crisis 179

Unit 10 Human Resources Management 185

Text A Capturing the State of Human Resources in An Annual Report 185

Text B The Tech Effect On Human Resources 193

Supplementary Reading 200

Risk Management and Human Resources Team Up to Cut Absence Costs 200

Unit 11 Advertising and Publicity 212

Text A Internet Advertising 212

Text B Beijing Tries to Push beyond"Made in China" 218

Supplementary Reading 226

The Harder Hard Sell 226

Unit 12 Training 240

Text A Training the Trainer 240

Text B Training Needs Assessment:A Must for Developing an Effective Training Program 247

Supplementary Reading 257

An Innovative Method for Role-specific Quality-training Evaluation 257

Unit 13 Corporate Culture 264

Text A What is Corporate Culture? 264

Text B Four Steps to Go Green Like eBay—Starting With Employees 272

Supplementary Reading 277

The Fall of a Corporate Queen 277

Unit 14 Business Ethics and Corporate Social Responsibility 284

Text A The Corporate Responsibility Commitment 284

Text B Controversial Chemical Poses Challenge for Colgate-Palmolive 291

Supplementary Reading 299

Toyota Recall:Five Critical Lessons 299

Unit 15 WTO ＆ China 307

Text A A Closer Look at WTO 307

Text B Now the Time to Build a"Golden Bridge" 313

Supplementary Reading 321

WTO Spirit A Win-Win for All 321

Key to Exercises 327

References 341