当代商学概论

Chapter 1　The Foundations of Business　企业基础

Introducti on

Nike

Introduction to Nike

Getting Down to Business

Business Participants and Activities

External Forces That Influence Business Activities

What Is Economics?

Resources: Inputs and Outputs

Economic Systems

Types of Competition

Perfect Competition

Monopolistic Competition

Oligopoly

Monopoly

Measuring the Health of the Economy

Economic Goals

Economic Forecasting

Government’s Role in Managing the Economy

Monetary Policy

Fiscal Policy

Macroeconomics and Microeconomics

Where We’re Headed

Summary of Learning Objectives

Chapter 2　The Challenges of Starting a Business　创办企业的挑战

What Is an Entrepreneur?

Why Become an Entrepreneur?

Distinguishing Entrepreneurs from Small Business Owners

Importance of Small Business to the U.S. Economy

Job Creation

Innovation

Opportunities for Women and Minorities

How Small Businesses Help Large Businesses

What Industries Are Small Businesses In?

Industries by Sector

Should You Start a Business?

Advantages of Small Business Ownership

Disadvantages of Small Business Ownership

Starting a Business

The Business Idea

Ownership Options

The Business Plan

Sections of the Business Plan

How to Succeed in Managing a Business

Help from the SBA　34

Why Do Businesses Fail?

Where We’re Headed

Summary of Learning Objectives

Chapter 3　Business Ethics and Social Responsibility　商业伦理与社会责任

Misgoverning Corporations: An Overview

The Idea of Business Ethics

Why Study Ethics?

The Individual Approach to Ethics

Addressing Ethical Dilemmas

Making Ethical Decisions

Identifying Ethical Issues

Refusing to Rationalize

The Organizational Approach to Ethics

Tightening the Rules

Corporate Social Responsibility

Owners

Employees

Customers

Communities

Stages of Corporate Responsibility

Here’s Your Salad—How About Fries?

Where We’re Headed

Summary of Learning Objectives

Chapter 4　Managing for Business Success　成功经营企业

Chapter 5　Recruiting, Motivating, and Keeping Quality Employees　招募、激励和培养高素质员工

Chapter 6　Developing and Producing Goods and Services　开发和制造优质产品与服务

Chapter 7　Marketing: Providing Value to Customers　市场营销：为客户提供价值

Chapter 8　Business in a Global Environment　全球化背景下的企业经营

Chapter 9　The Role of Accounting in Business　会计在企业中的作用

Chapter 10　Managing Financial Resources　财务资源管理

Chapter 11　Managing Information and Technology　信息技术管理

Appendix A　Introducing Your Business Plan

Appendix B　Estimating Sales　274

Appendix C　Preparing Financial Reports with the Excel Template

本书专为非财经专业的大学生作为商务基础知识学习而写，也十分适用于作为英语专业应用评议方面的双语教材。篇幅适中、概念清晰、语言简练，以及创造性的整合案例教学法是本书的突出特色，在美国、澳大利亚、新加坡和中国香港家和地区的许多高校，深受教师和学生的好评。本书英文版作为国外最畅销的同类教科书之一，一改传统的商学导论(Introduction to Business)课程教材大而全的风格，以概览式的编写方法，在300余页的篇幅内，以当代的热点问题为视角，通过11个专题，将如何创办新企业、当代关键的商业环境背景，以及企业的生产、营销、财务、人力资源和信息系统等主要职能及活动一一作了清晰的阐述。本书除了对理论深入浅出地进行了阐释，还对生词、术语进行了中文翻译、注释，条理清晰、语言平实、通俗易懂。　　作者将Nike公司案例贯穿全书，此创造性的整合案例教学法加深了学生对企业职能及其相互关系的理解，这是本书区别于传统商学导论教材的一大特色。　　本书专为财经专业以外的大学生作为商务基础知识学习而写，也十分适用于作为英语专业应用语言方向的双语教材。作者简介：Karen Collins is an associate professor in the College of Business and Economics at Lehigh University. Dr. Collins developed Lehigh's Introduction to Business course with assistance from an Accenture Faculty Fellowship for Excellence in Teaching. She has served as its coordinator and has taught sections of the course since its inception in 1997. Dr. Collins was honored with an Innovation in Teaching Award for the course from the Middle Atlantic Association of Colleges of Business Administration (AACSB regional association of management education deans and program leaders) and also has received a number of teaching awards including the Deming Lewis Faculty Award for having the strongest influence on the ten-year graduating class, the Stabler Award for Excellence in Teaching for demonstrating superior ability in communicating knowledge to others, and the Coopers and Lybrand Excellence in Teaching and Learning Award given to faculty from four universities who demonstrated innovative teaching techniques. Karen Collins received her Ph.D from Virginia Tech in accounting with minors in organizational behavior and psychology. She has published in leading accounting and management journals such as Accounting, Organizations and Society, Accounting Horizons, and Journal of Vocational Behavior. Her research areas include stress, work/home conflict, and upward mobility of women. Dr. Collins is a CPA and practiced in public accounting in the small business area prior to starting her teaching career.