Unit 1 Business Environment........................................................... 1
Reading..............................................................................................2
1.1 Internal environment...........................................................................................3
1.2 External environment..........................................................................................5
Case Study Road, Trade and Exchange¡ªChina and ASEAN Countries
Forge Closer Community............................................................................15
Assignments.....................................................................................................................18 Unit 2 Entrepreneurship.................................................................19
Reading.............................................................................................................................20
2.1 The definition of entrepreneurship...................................................................21
2.2 Entrepreneurs¡¯ personalities..............................................................................22
2.3 The stages of creating a venture........................................................................23
2.4 Entrepreneurship and leadership.......................................................................25
2.5 The reasons for rapid growth of entrepreneurship............................................25
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 Opportunities..................................39
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 opportunity......................42
3.3 How to identify and evaluate the risks..............................................................44
3.4 Advice to potential entrepreneurs.....................................................................46
3.5 Business opportunities in China.......................................................................47
Case Study WeRide to Provide Driverless Minibus Services........................................53
Assignments.....................................................................................................................55
Unit 4 Establishing a Business........................................................57
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 ideas....................................................................................................59
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 Sectors........................................................................................72
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 structure......................................86
Case Study Corporate Governance Overview of Huawei.............................................92
Assignments.....................................................................................................................95
Unit 6 Recruiting and Training Employees....................................97
Reading.............................................................................................................................98
6.1 Significance and strategies of recruitment........................................................98
6.2 Recruitment methods and selection................................................................100
6.3 Training new employees.................................................................................105
Case Study Human Resources Development of Tencent.............................................112
Assignments...................................................................................................................114
Unit 7 Employee Motivation..........................................................115
Reading...........................................................................................................................116
7.1 The concept of employee motivation..............................................................116
7.2 Intrinsic motivation and extrinsic motivation.................................................116
7.3 Theories of employee motivation...................................................................118
7.4 Four tools for motivating employees..............................................................121
7.5 Specific actions to increase employee motivation..........................................124
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 culture....................................................................136
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 culture............................................................145
8.7 Limitations of corporate culture......................................................................146
Case Study A True Global Culture...............................................................................151
Assignments...................................................................................................................153
Unit 9 Production and Product.....................................................155
Reading...........................................................................................................................156
9.1 Factors of production......................................................................................156
9.2 Classification of products...............................................................................159
9.3 Process of new product development.............................................................162
9.4 Product life cycle............................................................................................165
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 marketing..........................................................................178
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 decisions........................................................189
Case Study Nostalgia Marketing: Case Studies of Brands Sparking Cherished
Memories..................................................................................................195
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 Responsibility......................................237
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
performance..................................................................................................243
13.6 The development of corporate social responsibility in China......................244
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 globalization..................................................................254
14.2 Key factors to be considered when entering the international market..........255
14.3 Reasons for going to the international market..............................................257
14.4 The challenges and opportunities of going to the international market........259
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-business..............................................................................270
15.2 The differences between e-business and e-commerce..................................272
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
