本系列教材主要有以下几个特点:(1)教材种类丰富。本系列教材首批推出7本商务知识双语教材,组成“英语专业工商管理双语教学教材系列”,包括《管理》(Jeff Madura著)、《运营管理与创新》(David Needle著)、《市场营销》(Louis Boone & David Kurtz著)、《会计与财务管理》(Jeff Madura著)、《人力资源管理》(Jeff Madura著)、《商业伦理与社会责任》(Jeff Madura著)以及《创办新企业》(Jeff Madura著),国内同类题材教材较少。(2)版本较新。本系列教材选摘自国外*新教材,内容涵盖了相应学科的*新理念和*新的真实案例。(3)内容规范、简洁,语言难易得当,适合双语教学。本系列教材简要地概述各职能领域*重要的基本概念、基本原理和主要理论,在每本书后加入了这门学科的相关重要术语,并对术语的词头进行了中文释义。
对于商务英语类专业的双语教学来说,该系列丛书内容诚意略得当,语言准确流畅,是一套值得信赖的英语专业工商管理双语教学的系列教材。希望此系列教材能够丰富商务英语类专业的课程设置,满足广大师生的需求,同时也希望我国

Part1 Selecting a Form of Business Ownership
1 Sole Proprietorship 7
Characteristics of Successful Sole Proprietors 8
Advantages of a Sole Proprietorship 8
Disadvantages of a Sole Proprietorship 8
Decision Making: Deciding on the Sole Proprietor Form of Business 9
2 Partnership lo
Advantages of a Partnership 10
Disadvantages of a Partnership 11
S-Corporations 11
Limited Liability Company (LLC) 11
Decision Making: Deciding on the Partnership Form of Business 12
3 Corporation 12
How Stockholders Earn a Return 13
Private versus Public Corporations 13
Advantages of a Corporation 14
Disadvantages of a Corporation 15
Comparing Forms of Business Ownership 18
How Business Ownership Can Change 18
Decision Making: Deciding on the Corporation Form of Business 19
4 How Ownership Can Affect Return and Risk 20
Impact of Ownership on the Return on Investment 20
Impact of Ownership on Risk 21
Cross Functional Teamwork: Sources of Risk across Business Functions 22
Decision Making: Deciding Whether to Add Partners to Reduce Risk 23
5 Obtaining Ownership of an Existing Business 23
Assuming Ownership of a Family Business 23
Purchasing an Existing Business 23
Franchising 24
Self Scoring Exercise: Do You Have the Skills Necessary to Succeed in Business? 25
Decision Making: Deciding Whether to Establish Franchises 27
Global Business: Ownership of Foreign Businesses 27
College Health Club: Business Ownership at CHC 28
Summary 29
Key Terms 3o
Review & Critical Thinking Questions 31
Discussion Questions 31
It's Your Decision: Ownership at CHC 31
Investing in a Business 32
Case: Deciding the Type of Business Ownership 32
Video Case: Organization of Annie s Homegrown Business
Internet Applications 33
Dell's Secret to Success 33
In-Text Study Guide 34
Part2 Entrepreneurship and Business Planning
6 Creating a New Business
Online Resources for Creating a Business 41
Pros and Cons of Being an Entrepreneur 41
Entrepreneurial Profile 42
Decision Making: Deciding Whether to Create a New Business 43
7 Assessing Market Conditions
Demand 44
Competition 45
Small Business Survey: Competition 46
Global Business: Assessing a Market from a Gtobal Perspective 47
Labor Conditions 48
Regulatory, Conditions 48
Small Business Survey: Impact of Regulations on Small Businesses 49
Summary of Market Conditions 49
Decision Making: How to Capitalize on Market Conditions 50
8 Developing a Competitive Advantage 5o
Key Advantages 50
Small Business Survey: Quality as a Competitive Advantage 52
Using the Internet to Create a Competitive Advantage 52
Expenses of a Web-Based Business 54
Using SWOT Analysis to Develop a Competitive Advantage 54
Small Business Survey: Technology as a Competitive Advantage 55
Decision Making: Developing a Competitive Advantage 55
9 Developing the Business Plan 55
Assessment of the Business Environment 56
Management Plan 57
Marketing Plan 59
Financial Plan 60
Online Resources for Developing a Business Plan 62
Summary of a Business Plan 62
Cross Functional Teamwork: Industry Effects across Business Functions 65
Assessing a Business Plan 65
Small Business Survey: What Are the Major Concerns of Small Businesses? 66
Decision Making: Deciding on a Business P/an 66
10 Risk Management by Entrepreneurs 67
Reliance on One Customer 68
Reliance on One Supplier 68
Reliance on a Key Employee 68
Small Business Survey: What Is the Cost of Employee Injuries? 70
Exposure to E-risk 70
Decision Making: How to Manage Risk 71
College Health Club: Developing a Business Plan 71
Summary 74
Key Terms 75
Review & Critical Thinking Questions 75
Discussion Questions 76
It's Your Decision: Industry Exposure and Business Planning at CHC 77
Investing in a Business 77
Case: Planning a Business 78
Video Case: Caribou Coffee 78
Internet Applications 79
Dell's Secret to Success 79
In-Text Study Guide 80
Part 3 Creating and Pricing Products
11 Background on Products 86
Product Line 86
Product Mix 86
Small Business Survey: Product Choices as a Competitive Advantage 87
Improving the Convenience of the Product 89
Product Lift Cycle 90
Decision Making: Deciding the Product Line and Mix 91
12 Identifying a Target Market 92
Factors That Affect the Size of a Target Market 92
Small Business Survey: Identifing the Target Market 92
GLobaL Business: Targeting Foreign Countries 95
The Use of E-Marketing to Expand the Target Market 95
Decision Making: Deciding on the Target Market 96
13 Creating New Products 96
Use of Marketing Research to Create New Products 97
Small Business Survey: New Products as a Competitive Advantage 98
Small Business Survey: What Are the Keys to Creating Successful Products? 99
Use of Research and Development to Create Products 99
Steps Necessary to Create a New Product 100
Cross FunctionaL Teamwork: Interaction among Product Dedsions and Other Business Decisions 103
Decision Making: Creating a New Product 104
14 Product Differentiation
Unique Product Design 105
UniquePackaging 105
Unique Branding 106
Summary of Methods Used to Differentiate Products 108
Decision Making: Differentiating the Product 108
Pricing Strategies 108
Pricing According to the Cost of Production 109
Pricing According to the Supply of Inventory 109
Pricing According to Competitors Prices 109
Small Business Survey: Pricing as a Competitive Advantage 111
Example of Setting a Product's Price 111
Break-Even Point 113
Cross Functional Teamwork: ReLationship between Pricing and Production Strategies 114
Pricing Technology-Based Products 114
Decision Making: Pricing a Product 115
15 Additional Pricing Decisions 115
Discounting 115
Sales Prices 116
Credit Terms 116
Decision Making: Offering Sales Prices 117
College Health Club: CHC's Product Differentiation, Discounting, and Credit Decisions
Summary 118
Key Terms 119
Review & Critical Thinking Questions 120
Discussion Questions 120
It's Your Decision: Pricing Decisions at CHC 121
Investing in a Business 122
Case: Marketing T-Shirts 122
Video Case: Marketing at Burton Snowboards 123
Internet Applications 123
DeU's Secret to Success 123
In-Text Study Guide 124
Answers to In-Text Study Guide 128
Glossary 129