企業概論

New To This Edition

This new sixth edition takes efficiency and student-friendly design to an entirely new level, with more than 150 Figures That Teach. These unique diagrams, infographics, and other exhibits address the challenge of getting students to read long passages of text by presenting vital concepts visually. This edition also includes a dozen of the most essential exhibits that encourage students to go online and watch an in-depth video presentation that explains the exhibit in more detail.

NEW! Show students the concepts in action: New Figures That Teach. This edition features more than 150 highly functional business visuals, including more than 60 that are new in this edition. These visual learning tools are designed to convey essential concepts as efficiently and effectively as possible. This value-added approach to visuals is in sharp contrast to texts that try to entertain students with decorative photos, cartoons, or fractured page designs, which disrupt the flow of reading and thereby force students to spend even more time reading. 

NEW! Bring the concepts to life: New Vignettes and Case Studies 
This edition features new vignettes and case studies from two apparel companies at opposite ends of the business universe: 

•Nike (Chapter 4: Ethics and Corporate Social Responsibility). The Nike story explores the company’s evolution into a leader of sustainable manufacturing and the lessons it has learned along the way to becoming a champion of better conditions for contract factory workers.
•Red Ants Pants (Chapter 13: The Art and Science of Marketing). Red Ants Pants, in contrast, is the story of how a woman frustrated with the lack of heavy-duty work clothes for women turned frustration into inspiration and founded a successful company that is still run out of a storefront in White Sulphur Springs, Montana, but has passionately devoted customers around the world.