Unit 1 Business Environment. 1
Reading2
1.1 Internal environment.3
1.2 External environment5
Case Study Road， Trade and Exchange—China and ASEAN Countries
Forge Closer Community15
Assignments.18 Unit 2 Entrepreneurship.19
Reading.20
2.1 The definition of entrepreneurship.21
2.2 Entrepreneurs’ personalities22
2.3 The stages of creating a venture23
2.4 Entrepreneurship and leadership.25
2.5 The reasons for rapid growth of entrepreneurship25
2.6 Top ten causes of entrepreneurial failure .28
Case Study Zdeer Banks on Smart Technologies to Expand Presence in
Wellness Segment.34
Assignments.37 Unit 3 Discovering Business Opportunities39
Reading.40
3.1 How to find the opportunity that’s right for you 40
3.2 How to decide whether or not to pursue a business opportunity42
3.3 How to identify and evaluate the risks44
3.4 Advice to potential entrepreneurs.46
3.5 Business opportunities in China.47
Case Study WeRide to Provide Driverless Minibus Services53
Assignments.55
Unit 4 Establishing a Business57
Reading.58
4.1 Taking the right approach to making real money.58
4.2 Generating ideas for your business.59
4.3 Determining your personal and business goals and evaluating your
business ideas59
4.4 Choosing the right business organization.61
4.5 Registering a business name and getting your licenses as appropriate.66
4.6 Writing a business plan.67
Case Study Geek Founder Zheng Yong Sees Massive Potential of Robots in
Industrial Sectors72
Assignments.75
Unit 5 Organizational Structure.77
Reading.78
5.1 Significance of organizational structure.78
5.2 Types of organizational structures .80
5.3 Formal and informal organizations.86
5.4 Keys to erecting an effective organizational structure86
Case Study Corporate Governance Overview of Huawei.92
Assignments.95
Unit 6 Recruiting and Training Employees97
Reading.98
6.1 Significance and strategies of recruitment98
6.2 Recruitment methods and selection100
6.3 Training new employees.105
Case Study Human Resources Development of Tencent.112
Assignments.114
Unit 7 Employee Motivation115
Reading.116
7.1 The concept of employee motivation116
7.2 Intrinsic motivation and extrinsic motivation.116
7.3 Theories of employee motivation.118
7.4 Four tools for motivating employees121
7.5 Specific actions to increase employee motivation124
Case Study China’s Greenland Offers Staff Bonuses to Hit Developer’s Annual
Sales Target.132
Assignments.133
Unit 8 Corporate Culture .135
Reading.136
8.1 The concept of corporate culture136
8.2 Factors affecting corporate culture.136
8.3 Types of organizational culture.140
8.4 The importance of corporate culture.142
8.5 Strong culture and weak culture.144
8.6 National culture and corporate culture145
8.7 Limitations of corporate culture146
Case Study A True Global Culture.151
Assignments.153
Unit 9 Production and Product.155
Reading.156
9.1 Factors of production156
9.2 Classification of products.159
9.3 Process of new product development.162
9.4 Product life cycle165
Case Study A Look Inside Alibaba’s Smart Factory That Gives Micro Merchants
Fast-Fashion Speed.172
Assignments.175
Unit 10 Marketing.177
Reading.178
10.1 The definition of marketing178
10.2 The concept of marketing.180
10.3 The functions of marketing.183
10.4 Marketing mix 186
10.5 Marketing environment.189
10.6 Three key marketing strategy decisions189
Case Study Nostalgia Marketing: Case Studies of Brands Sparking Cherished
Memories195
Assignments.198
Unit 11 Financial Management .199
Reading.200
11.1 The importance of financial management.200
11.2 The functions of financial management .201
11.3 Financial management objectives.202
11.4 Contents of financial management.204
11.5 Accounting and financial management systems.207
Case Study What’s Behind Luckin Coffee’s Massive Stock Plunge?.214
Assignments.217
Unit 12 Financing.219
Reading.220
12.1 The time frame of financing sources .220
12.2 Debt financing .222
12.3 Equity financing .224
12.4 How to choose the appropriate financing sources .227
Case Study Chinese Uber-like Manbang Group Plans Overseas IPO.234
Assignments.236
Unit 13 Corporate Social Responsibility237
Reading.238
13.1 The definition of corporate social responsibility .238
13.2 The history of corporate social responsibility 239
13.3 The importance of corporate social responsibility in business.240
13.4 How can a business be socially responsible?241
13.5 The relation between socially responsible actions and economic
performance243
13.6 The development of corporate social responsibility in China244
Case Study JD’s Popular Free-Range Chicken Program Helps Farmers，
Delights Customers.250
Assignments.252 vii
Unit 14 Going to the International Market.253
Reading.254
14.1 The background of globalization254
14.2 Key factors to be considered when entering the international market255
14.3 Reasons for going to the international market257
14.4 The challenges and opportunities of going to the international market259
14.5 The modes of going to the international market.260
Case Study Chery in Overseas Markets.266
Assignments.268
Unit 15 E-business 269
Reading.270
15.1 The history of e-business270
15.2 The differences between e-business and e-commerce272
15.3 The advantages and disadvantages of e-business.275
15.4 Major considerations in e-business.278
15.5 How to create an e-business enterprise.279
Case Study LightInTheBox Provides Value to Consumers Across the World.284
Assignments.287
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