BLUNDERS IN INTERNATIONAL RICKS D. Księgarnia

This new edition of Blunders in International Business is significantly updated and revised, full of interesting anecdotes, including dozens of new international business blunders. David Ricks has uncovered many informative and entertaining blunders that will make this book hard to put down. Features blunders from well-known corporations American Express, McDonalds, Toyota, GM, Sharwoods, Jolly Green Giant, Bacardi, Puff, AOL, BMW, and many others. Conserves its well-liked, concise format. Several well-known blunders from previous editions have been replaced in order to update the lessons learned.

Table of Contents
Preface
1. Introduction
The Role of Culture
The Role of Communication
Structure
2. Production
Location Layout
Product
Package
Color
Summary
3. Names
Product Names
Company Names
Summary
4. Marketing
Promotions
Pricing
Summary
5. Translation
Carelessness
Multiple Meanings
Idioms
Summary
6. Management
Cultural Differences
Labor Relations
Summary
7. Strategic Management
Entry Mode
Supply Problems
Complex Problems
Additional Mistakes
Summary
8. Other Areas of International Business
Legal
Finance
Market Research
Summary
9. Lessons Learned
Adaptation
Nationalism
Promotion
Translation
Market Research
Conclusion
Notes
Index of Companies
Index of Places
Index of Products

430 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.