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1、企业全球化经营与跨文化管理（Enterpriseglobalizationmanagementandcross-culturalmanagement）FormergeCEOJackWelch(JackWelch)oncesaid:"therealityofglobalizationhasbecomeanotallowtoignore.Successforenterprises(performance)ofonlyonestandard:theinternationalmarketshare.Succes
2、sfulcompaniesoftendependonallovertheworldtofindmarketsandwin."Astheworld'sacceleratingeconomicglobalization,themarketisnolongeramarketwithinthecountry,customersarenolongertheonewithinacountryofconsumers,enterprisesfacetheexternalbusinessenvironmenthasbec
3、ometheworld,beyondnationalborders.Onlysuccessintheworldmarketcanbecalledarealsuccess.Enterprises"goout",thedevelopmentofglobalizationhasbecomeaninevitabledevelopmenttrend.Globalizationmanagement,enterpriseisfacingonebyonewithhisorherhomecountryhasalotofd
4、ifferencesbetweentheproductionandoperationenvironment,includingeconomicenvironment,politicalenvironment,legalenvironment,socialenvironment,culturalenvironmentandsoon.Buttheculturalenvironmentfortheenterprise'soperation,itsinfluenceisomni-directional,whol
5、esystem,wholeprocess.Thisisbecausethecultureisthesumofsociallife,itincludessuchasgeneralbehavior,beliefs,values,language,andlifestylefactorssuchassocialmembers,itisalsoanareapeople'svalues,characteristicsorbehavioralcharacteristics.Inthebusinessoperation
6、ofdifferentculturalbackgrounds,themostimportantthingistounderstandthedifferencebetweenconsumers'ideas,valuesandsocialneeds.Becauseitselfisabusinessinordertomeetcustomerdemand,whenthedemandtoagreatextent,onthebasisoftheculture,theenterpriseshouldtrytounde
7、rstandtoexploretheculturalnormsofthemarket.Thusitcanbeseenthatthecross-culturaldifferenceoftheenterprise'soperatingenvironmentistheinevitableproblemthatenterprisesmustencounterintheglobaloperation.Therefore,thesuccessorfailureofcross-culturalmanagementis
8、thekeytothesuccessorfailureofenterpriseglobalization.One,cross-culturalmanagementisthecoreofenterprise'sglobalizationmanagementCross-culturalmanagementisalsoknownas"cross-culturalmanagement",namelyinglobaloperations,thesub
