International

Business

Management

國(guó)際商務(wù)管理概論

尹瑋季可晗主編

企業(yè)管理出版社

ENTERPRISEMANAGEMENTPUBLISHINGHOUSE

尹瑋

“國(guó)際商務(wù)管理”課程團(tuán)隊(duì)負(fù)責(zé)人和主

講教師，中國(guó)海洋大學(xué)外國(guó)語(yǔ)學(xué)院副教授，碩

士生導(dǎo)師。畢業(yè)于英國(guó)華威大學(xué)，曾多次獲得

全國(guó)外語(yǔ)教學(xué)比賽一等獎(jiǎng)。主講山東省一流

課程和研究生優(yōu)質(zhì)課程各一門(mén)，是中國(guó)海洋大

學(xué)教師發(fā)展促進(jìn)團(tuán)隊(duì)專(zhuān)家，榮獲“校東升課程

教學(xué)卓越獎(jiǎng)”兩次、“校級(jí)教學(xué)成果獎(jiǎng)”三次。

參與教育部重大課題一項(xiàng)，主持省部級(jí)和校級(jí)

教學(xué)改革項(xiàng)目二十多項(xiàng)，發(fā)表教學(xué)論文十余

篇，主編教材四部。

季可晗

自由譯者。畢業(yè)于中國(guó)海洋大學(xué)，翻譯

碩士。目前從事教育服務(wù)行業(yè)，具有豐富的課

程設(shè)計(jì)經(jīng)驗(yàn)。

International

Business

Management

國(guó)際商務(wù)管理概論

尹瑋季可晗主編

企業(yè)管理出版社

ENTERPRISEMANAGEMENTPUBLISHINGHOUSE

圖書(shū)在版編目（CIP）數(shù)據(jù)

國(guó)際商務(wù)管理概論=InternationalBusiness

Management:英文/尹瑋，季可晗主編.--北京：企

業(yè)管理出版社，2024.10.--ISBN978-7-5164-3108-5

Ⅰ.F740.4

中國(guó)國(guó)家版本館CIP數(shù)據(jù)核字第20240YJ113號(hào)

書(shū)??名：國(guó)際商務(wù)管理概論=InternationalBusinessManagement:英文

書(shū)??號(hào)：ISBN978-7-5164-3108-5

作??者：尹瑋季可晗

責(zé)任編輯：蔣舒娟

出版發(fā)行：企業(yè)管理出版社

經(jīng)??銷(xiāo)：新華書(shū)店

地??址：北京市海淀區(qū)紫竹院南路17號(hào)郵編：100048

網(wǎng)??址：電子信箱：26814134@

電??話：編輯部（010）68701661發(fā)行部（010）68417763（010）68414644

印??刷：北京億友數(shù)字印刷有限公司

版??次：2024年10月第1版

印??次：2024年10月第1次印刷

規(guī)??格：787毫米×1092毫米1/16?

印??張：23.5印張

字??數(shù)：539千字

定??價(jià)：82.80元

版權(quán)所有?翻印必究·印裝有誤?負(fù)責(zé)調(diào)換

序

言PREFACE

在這個(gè)日新月異的時(shí)代，商業(yè)世界的版圖正以前所未有的速度重構(gòu)，全球化、

數(shù)字化轉(zhuǎn)型、可持續(xù)發(fā)展等議題交織成網(wǎng)，企業(yè)不再僅僅追求短期的經(jīng)濟(jì)利益，更加

注重長(zhǎng)期的社會(huì)價(jià)值創(chuàng)造和可持續(xù)發(fā)展。商業(yè)環(huán)境瞬息萬(wàn)變，技術(shù)革新層出不窮，市

場(chǎng)競(jìng)爭(zhēng)日益激烈，對(duì)企業(yè)的戰(zhàn)略思維、運(yùn)營(yíng)管理、創(chuàng)新能力提出了更高要求。作為培

養(yǎng)未來(lái)商業(yè)領(lǐng)袖的重要搖籃，MBA（工商管理碩士）教育承載著塑造時(shí)代精英、引

領(lǐng)商業(yè)變革的使命，面臨著前所未有的挑戰(zhàn)與機(jī)遇，它不僅要傳授傳統(tǒng)的商業(yè)管理知

識(shí)，如財(cái)務(wù)管理、市場(chǎng)營(yíng)銷(xiāo)、運(yùn)營(yíng)管理等，更要培養(yǎng)學(xué)生的創(chuàng)新思維、全球視野、領(lǐng)

導(dǎo)力，以及解決復(fù)雜問(wèn)題的能力。

基于這樣的時(shí)代需求，我們精心編撰了這套MBA核心課程系列教材，旨在為廣

大學(xué)子搭建起一座通往成功彼岸的堅(jiān)實(shí)橋梁，讓他們?cè)谥R(shí)的海洋中遨游，在實(shí)踐的

田野上耕耘，最終成長(zhǎng)為能夠駕馭復(fù)雜商業(yè)環(huán)境、引領(lǐng)行業(yè)創(chuàng)新的杰出領(lǐng)導(dǎo)者。

本系列教材緊扣MBA核心課程的要求，融合了現(xiàn)代管理理論與實(shí)踐，將商業(yè)

智慧的要素逐一呈現(xiàn)。本系列教材共十二本，涵蓋了MBA教育的核心領(lǐng)域，從基礎(chǔ)

理論到前沿實(shí)踐，從微觀管理到宏觀戰(zhàn)略，形成了一個(gè)系統(tǒng)完整、邏輯嚴(yán)密的知識(shí)

框架。本系列教材涵蓋了MBA教育的核心課程，包括“管理經(jīng)濟(jì)學(xué)”“組織行為

學(xué)”“數(shù)據(jù)、模型與決策”“運(yùn)營(yíng)管理”“會(huì)計(jì)學(xué)”“營(yíng)銷(xiāo)管理”“公司理財(cái)”“戰(zhàn)

略管理”“創(chuàng)新創(chuàng)業(yè)管理”“管理信息系統(tǒng)——大數(shù)據(jù)賦能與模式創(chuàng)新”“國(guó)際商務(wù)

1

組織行為學(xué)

管理概論”“人力資源管理與開(kāi)發(fā)”。這些課程不僅傳授基礎(chǔ)理論，還強(qiáng)調(diào)理論與

實(shí)踐的結(jié)合，旨在培養(yǎng)具有國(guó)際視野和本土洞察力的商業(yè)領(lǐng)袖。

在教材內(nèi)容設(shè)計(jì)上，我們注重知識(shí)、能力和素養(yǎng)的平衡，學(xué)術(shù)嚴(yán)謹(jǐn)性和實(shí)踐相關(guān)

性的平衡，以及中國(guó)根基和全球視野的平衡。每一本教材緊密?chē)@MBA教育的核心

目標(biāo)，聚焦于特定的管理學(xué)領(lǐng)域，深入剖析該領(lǐng)域的核心概念、框架和策略。同時(shí)，

本系列教材既注重理論深度，又強(qiáng)調(diào)實(shí)踐應(yīng)用，每個(gè)主題不僅提供了深入淺出的理論

背景，同時(shí)搭配了豐富的實(shí)例分析，讓學(xué)習(xí)者能夠觸摸到理論的脈搏，理解其在現(xiàn)實(shí)

商業(yè)環(huán)境中的應(yīng)用。通過(guò)這種方式，我們希望學(xué)習(xí)者在解決實(shí)際問(wèn)題時(shí)，能夠運(yùn)用書(shū)

中提供的理念與工具，進(jìn)行有效的思考與行動(dòng)，力求讓學(xué)習(xí)者在學(xué)習(xí)過(guò)程中實(shí)現(xiàn)知識(shí)

與能力的雙重提升，并通過(guò)最前沿的知識(shí)和實(shí)踐案例，幫助學(xué)習(xí)者構(gòu)建起一套完整的

商業(yè)知識(shí)結(jié)構(gòu)。

本系列教材不僅適用于MBA學(xué)生，也適合于EMBA（高級(jí)管理人員工商管理碩

士）、EDP（高級(jí)經(jīng)理人發(fā)展課程）學(xué)員以及廣大對(duì)商業(yè)管理感興趣的專(zhuān)業(yè)人士。我

們相信，無(wú)論是正在規(guī)劃商業(yè)生涯的初學(xué)者，還是在商業(yè)領(lǐng)域摸爬滾打多年的資深人

士，都能在這一系列教材中找到值得汲取的養(yǎng)分。我們建議學(xué)習(xí)者按照教材的邏輯順

序規(guī)劃學(xué)習(xí)，同時(shí)結(jié)合線上資源和實(shí)際案例，不斷深化理解和應(yīng)用。教師在使用本套

教材時(shí)，可以根據(jù)學(xué)生的具體情況和需求，靈活調(diào)整教學(xué)方法和進(jìn)度。

同時(shí)，對(duì)于使用這套教材的教師和學(xué)生，我們期待你們的寶貴意見(jiàn)，以幫助我們

不斷改進(jìn)，更好地服務(wù)于教育事業(yè)。我們也期待與廣大師生、業(yè)界精英及社會(huì)各界人

士攜手合作，共同推動(dòng)MBA教育事業(yè)的發(fā)展，為中國(guó)乃至全球的商業(yè)繁榮貢獻(xiàn)智慧

和力量。我們深知，MBA教育是一場(chǎng)沒(méi)有終點(diǎn)的旅程，它要求我們不斷探索、勇于

創(chuàng)新，以適應(yīng)快速變化的商業(yè)環(huán)境。因此，本系列教材的出版只是一個(gè)新的起點(diǎn)，我

們將持續(xù)關(guān)注商業(yè)領(lǐng)域的新動(dòng)態(tài)、新趨勢(shì)，不斷更新和完善教材內(nèi)容，確保學(xué)生始終

站在時(shí)代的前沿。

我們相信，通過(guò)不懈努力，這套MBA核心課程系列教材將成為培養(yǎng)未來(lái)商業(yè)領(lǐng)

袖的重要力量，助力每一位學(xué)子在商海中乘風(fēng)破浪，智馭未來(lái)。

最后，衷心感謝所有參與本套教材編寫(xiě)、審校、出版的專(zhuān)家、學(xué)者和工作人員，

是你們的辛勤付出和卓越貢獻(xiàn)，讓這份承載著夢(mèng)想與希望的成果得以面世。愿每一位

讀者都能從中汲取智慧與力量，開(kāi)啟屬于自己的輝煌篇章！

是為序。

2

CONTENTS

Chapter1GlobalizationandMultinationalCorporations

LearningObjectives1

OpeningCase1

UnderstandingGlobalization2

1.IntroductionofGlobalization3

2.GlobalEnvironmentandRisks6

3.InternationalInstitutionsandRegionalTradingBlocs10

4.Anti-Globalization13

CorrelationbetweenGlobalizationandCorporations15

1.CorporationsinGlobalization15

2.BenefitsofGlobalizationforCorporations15

3.ChallengesofGlobalizationforCorporations16

4.InterdependenceofCorporations17

5.China’sRoleinGlobalization18

Conclusion20

Chapter2CSR,CSVandSustainability

LearningObjectives21

OpeningCase21

StakeholderTheory23

1.IntroductionofStakeholderTheory23

2.TypesofStakeholders24

CorporateSocialResponsibility30

1.IntroductionofCorporateSocialResponsibility30

3

2.WhatCSRMeanstoBusiness30

3.ThePurposesofBusinessActivity31

4.TypesofCorporateSocialResponsibility33

CreatingSharedValue42

1.IntroductionofCreatingSharedValue42

2.FromCSRtoCSV42

3.HowtoCreateSharedValue43

SustainabilityStrategies46

1.UnderstandingofSustainabilityStrategies46

2.TheUnitedNationsSustainableDevelopmentGoals47

3.MultinationalEnterprises’EnvironmentalRegulation51

4.Environmental,Social,andCorporateGovernance(ESG)54

5.DifferencesamongCSR,CSVandSustainability59

Conclusion60

Chapter3CultureandManagement

LearningObjectives61

OpeningCase62

UnderstandingCulture64

1.CultureandItsCharacteristics64

2.CultureInfluenceandStereotypes68

3.CultureDiffusionandCultureShock72

4.CultureGap/ConflictsandCultureMutualLearning75

Hofstede’sCulturalDimensionsTheory78

1.Individualismvs.Collectivism79

2.UncertaintyAvoidance80

3.PowerDistance81

4.Masculinityvs.Femininity82

5.Short-andLong-TermOrientation83

4

6.Indulgencevs.Self-Restraint84

SocietalCultureandCorporateCulture86

1.SocietalCulture87

2.CorporateCulture89

3.SocietalCulturevs.CorporateCulture90

TheInfluenceofCultureonDecisionMaking91

1.CulturalVariablesinDecisionMakingProcess91

2.BenefitsofMulti-CulturalTeam92

3.Culture’sNegativeEffectsonManagement93

4.TheRequirementsforMultinationalManagers95

Conclusion98

Chapter4Cross-CulturalCommunication

LearningObjectives99

OpeningCase99

UnderstandingCommunicationProcess100

1.CommunicationProcess101

2.CulturalNoisesinInterculturalCommunication103

TrustinCommunication104

1.ImportanceofTrust104

2.WaysofCultivatingTrust106

CulturalVariablesintheCommunicationProcess108

1.VerbalVariablesinCommunication108

2.Non-VerbalVariablesinCommunication110

3.OtherVariablesinCommunication113

ContextandChannelsofCommunication114

1.High-ContextCulture114

2.Low-ContextCulture115

3.CommunicationChannels116

5

ManagingCross-CulturalCommunication117

1.DevelopingCulturalSensitivity118

2.CarefulEncoding118

3.SelectiveTransmission119

4.CarefulDecodingofFeedback120

5.SuggestionsforManagers120

Conclusion124

Chapter5Cross-CulturalNegotiation

LearningObjectives125

OpeningCase125

UnderstandingNegotiation127

1.Introduction127

2.GlobalManagersinInternationalNegotiations128

NegotiationProcess129

1.Preparation130

2.RelationshipBuilding137

3.ExchangeofTask-RelatedInformation139

4.Persuasion142

5.ConcessionsandAgreements144

NegotiationStylesandManagement146

1.FiveNegotiationStyles146

2.ManagingNegotiation149

Conclusion152

Chapter6InternationalMarketingStrategies

LearningObjectives153

OpeningCase153

6

IntroductionofInternationalMarketing156

1.KeyBenefitsofInternationalMarketing156

2.ChallengesinInternationalMarketing158

STPMarketingStrategy159

1.IntroductionofSTPMarketingStrategy159

2.Segmentation160

3.Targeting167

4.Positioning170

5.CaseStudyforSTPMarketingStrategy175

4PsMarketingStrategy178

1.Understandingthe4PsMarketingStrategy178

2.InternationalProductStrategy180

3.InternationalPricingStrategy187

4.InternationalPlacementStrategy195

5.InternationalPromotionStrategy202

Conclusion210

Chapter7InternationalBrandingStrategies

LearningObjectives211

OpeningCase211

TheBasicConceptsofBrand212

1.UnderstandingofBrand213

2.BrandLoyalty214

BrandStrategies219

1.SingleBrandStrategy219

2.Multi-BrandStrategy221

3.SingleBrandStrategyvs.Multi-BrandStrategy224

7

BrandEquityandBrand-RelatedModels226

1.BrandEquity226

2.DavidAaker’sBrandEquityModel227

3.MDSFramework237

BrandCollaboration239

1.CooperativeMethodsofBrandCollaboration240

2.CooperativePartnersofBrandCollaboration247

Conclusion250

Chapter8ReasonsandWaysofGoingGlobal

LearningObjectives251

OpeningCase251

ReasonsforGoingGlobal253

1.ReactiveReasons253

2.ProactiveReasons255

WaysofGlobalization261

1.Gradual

Globalization261

2.Born-Global266

3.Gradual

Globalization

vs.Born-Global271

AnalysisModelsofGoingGlobal272

1.OLIModel273

2.VRIOFramework284

Conclusion292

Chapter9EntryModesofGoingGlobal

LearningObjectives293

OpeningCase293

8

IntroductionofEntryModes294

1.UnderstandingofEntryModes295

2.ClassificationofEntryModes295

EquityEntryModesManifestedbyForeignDirectInvestment297

1.UnderstandingofForeignDirectInvestment297

2.MainEquityEntryModesManifestedbyForeignDirect

Investment298

3.BenefitsofForeignDirectInvestment299

FDI:GreenfieldandBrownfieldInvestment300

1.GreenfieldInvestment300

2.BrownfieldInvestment303

FDI:MergerandAcquisition306

1.UnderstandingofMergerandAcquisition306

2.HorizontalMergerandAcquisition309

3.VerticalMergerandAcquisition314

4.ConcentricMergerandAcquisition316

5.ConglomerateMergerandAcquisition318

FDI:JointVentures321

1.UnderstandingofJointVentures322

2.AdvantagesandDisadvantagesofJointVentures322

3.RisksofJointVentures323

Non-EquityEntryModes326

1.Exporting327

2.Licensing328

3.Franchising330

4.TurnkeyOperations332

5.OffshoreOutsourcing333

Conclusion336

9

Chapter10StrategyAllianceofGoingGlobal

LearningObjectives337

OpeningCase337

IntroductionofStrategicAlliances340

1.StrategicAlliances340

2.AdvantagesandDisadvantagesofStrategicAlliances341

3.GlobalStrategicAlliances342

EquityStrategicAlliances343

1.UnderstandingofEquityStrategicAlliances343

2.ClassificationofEquityStrategicAlliances343

3.LimitationsofEquityStrategicAlliances346

Non-EquityAlliances347

1.UnderstandingofNon-EquityStrategicAlliances348

2.ClassificationofNon-EquityStrategicAlliances348

3.LimitationsofNon-EquityStrategicAlliances353

EquityAlliancesvs.Non-EquityAlliances354

1.EquityAlliancesandNon-EquityAlliances354

2.SuggestionsforManagers355

InfluentialFactorsofStrategicAlliances356

1.InfluentialFactors356

2.RelationshipsandCompatibility357

3.HarmonyandOrganizationalCulture358

4.InteractionbetweenPartners358

5.GovernmentPolicies358

Conclusion362

10

LearningObjectives

Chapter1

GlobalizationandMultinationalCorporations

LearningObjectives

Bycompletingthischapter,youwill:

1Understandsuchtermsasglobalizationandanti-globalization.

2Familiarizewiththecomponentsofaglobalizedenvironment.

3Differentiatebetweenmultinationalcorporationsandsmallandmediumenterprises.

4Acknowledgetherelationshipbetweenglobalizationandmultinationalcorporations,

aswellastheadvantagesglobalizationofferstothesecorporations.

5UnderstandChina’sroleinglobalization.

OpeningCase

WeLiveinaWorldofGlobalization1

AccordingtotheAmericaneconomistFredericMishkin,theperiodfrom1870to1914

wasthefirstwaveofglobalizationineconomics.Inhisfamousbookpublishedin1919,The

EconomicConsequencesofPeace,JohnMaynardKeyneswrotefondlyofthisera:

“Whatanextraordinaryepisodeintheeconomicprogressofmanthatagewaswhich

cametoanendinAugust,1914...AninhabitantofLondoncouldorderbytelephone,sipping

hismorningteainbed,thevariousproductsofthewholeearth,insuchquantityashemight

1.au/

/knowledge/professor_analysis/the-case-for-globalization

·1·

InternationalBusinessManagement

seefit,andreasonablyexpecttheirearlydeliveryuponhisdoorstep;hecouldatthesame

momentandbythesamemeansadventurehiswealthinthenaturalresourcesandnew

enterprisesofanyquarteroftheworld,andshare,withoutexertionoreventrouble,intheir

prospectivefruitsandadvantages;orhecoulddecidetocouplethesecurityofhisfortunes

withthegoodfaithofthetownspeopleofanysubstantialmunicipalityinanycontinentthat

fancyorinformationmightrecommend.”

Today,likepeoplelivedonehundredyearsago,weliveinatotallyglobalizedworld

whereweareconnectedwithpeoplefrommanydifferentcountries.Eventhoughwelivein

onecountry,wealsoliveinoneworldandweareconnectedtoothercountriesinawhole

rangeofways.WeareeatingMcDonaldandKFCfromtheUnitedStates,wearingjeansand

sweatersfromChina,drinkingthefair-tradecoffeefromColumbiaandBrazil,watchingthe

televisionfromJapanwhichisplayingmoviesfromSouthKorea.Thechocolateontableis

fromBelgium,thetableandchairsarefromSweden,andthephoneisfromFinland.

Peopletraveltoothercountriesforholidaysandwork,othersmigratetodifferent

countriestolive.Nevertheless,there’snoneedforthemtobeconcernedaboutlosingtouch

witheachother,becausetheinternetandmobilephonesmeanthatwecancommunicatewith

peopleallovertheworld.Humankindisembracinganewerglobaleraofdigitization.Through

mutualunderstanding,cooperation,andasharedvision,wecancollectivelyshapeafuturethat

transcendsbordersandcelebratesdiversity.Asglobalcitizens,wearecraftingafuturethatis

morecloselyknitandrichlydiverse.

QuestionsforDiscussion

1Pleaseprovideexamplesfromthetextthatillustratetheinterconnectednessoftoday’s

globalizedworld.

2WhatarethedifferencesbetweenthefirstwaveofglobalizationdescribedbyJohn

MaynardKeynesandtheglobalizedlifestylewecurrentlyexperience,asoutlinedinthetext?

3Doyoubelievethatglobalization,withitsfar-reachingimpact,alwaysbenefits

everyoneinvolved?Forinstance,willtheintroductionofhigh-qualityanddeliciousfastfood

fromglobalchainslikeKFCaffectlocalrestaurants?

4Consideryourself,howcanyoumaximizetheopportunitiespresentedbyglobalization

inyourcareer?

UnderstandingGlobalization

UnderstandingGlobalizationencompassesamultifacetedexplorationofthe

interconnectednessthatcharacterizesourmodernworld.Globalization,definedastheprocess

·2·

Chapter1GlobalizationandMultinationalCorporations

ofincreasedintegrationandinterdependenceamongeconomies,cultures,andsocieties

worldwide,hasbecomeadefiningfeatureofthe21stcentury.Thissectiondelvesintothe

variousdimensionsofglobalization,fromitsdefinitionandtheglobalenvironmentitfosters

totherisksitentailsandthereactionsitelicits.Throughexamininginternationalinstitutions,

regionaltradingblocs,andthephenomenonofanti-globalization,thebookaimstoprovidea

comprehensiveunderstandingoftheforcesshapingourglobalizedworld.

1.IntroductionofGlobalization1

(1)WhatIsGlobalization?

AccordingtotheInternationalMonetaryFund,economic“globalization”isahistorical

processresultingfromhumaninnovationandtechnologicalprogress.Theterm“globalization”

gainedprominenceinthe1980s,reflectingvarioustechnologicaladvancementsthatfostered

increasedinternationalinteractions.Itdenotesthegrowingintegrationofeconomies

worldwide,particularlythroughthecross-bordermovementofgoods,services,andcapital.

Thisintegrationischaracterizedbyintricatenetworksofinternationallinkagesthatconnect

countries,institutions,andindividualsinaninterdependentglobaleconomy.Furthermore,

globalizationencompassesbroadercultural,political,andenvironmentaldimensions.

Visualizingglobalizationresemblesthethreadsofanimmensespiderwebthathas

evolvedovermillennia,withthenumberandextentofthesethreadsexpandingovertime.

People,finance,tangiblegoods,ideas,andevendiseasesanddisasterstraversethesesilken

strands,doingsowithgreaterfrequencyandvelocitythaneverbeforeinthemodernage.

Additionally,thetermsometimesencompassesthemovementofpeople(labor)andknowledge

(technology)acrossinternationalborders.

(2)WhenDidGlobalizationBegin?

Globalizationcanbetracedbacktoancienttimes,withoneoftheearliestexamples

beingtheSilkRoad,whichflourishedbetween50B.C.E.and250C.E.Thisnetworkoftrade

routesspanningChina,CentralAsia,andtheMediterraneanfacilitatedtheexchangeofideas,

products,andcustoms.Technologicaladvancements,suchasimprovementsinmetallurgy

leadingtocoinage,enhancedtransportationinfrastructurelikeroadsconnectingmajorempires,

andincreasedagriculturalproductivity,allcontributedtotheexpansionoftradealongtheSilk

1ChaneyL.(2013).InterculturalBusinessCommunication.Pearson.

/resource/globalization/

/searchcio/definition/globalization

/external/np/exr/ib/2008/053008.htm

/agenda/2019/01/how-globalization-4-0-fits-into-the-history-of-globalization/

·3·

InternationalBusinessManagement

Road.BesidestangiblegoodslikeChinesesilk,Romanglass,andArabianspices,intangible

culturalelementslikeBuddhistbeliefsandt