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1、国际化是指熟悉国际经济政治和跨国公司；2、规范化是指学习规范的理论和研究方法。什么是规范化研究，主要包括:(1)实证(positive)研究：主要要是基于对现实的解释、说明从而预测将来；(2)规范(normative)研究：主要是设计将来应该应该如何，怎么样做才是最佳的。两者结合：光解释和预测是不够的，还必须说明什么人是好的选择。3、本土化是指了解现实的问题和尝试提出解决方案。Casesandexercisesarenotthesamething.Acaseis:Aresourceforgroupdiscussion,whosepurposeistohelppeopletoacquiretheaptitudeto:ThinkDiscussExchangepointsofviewHereisatypicaloutlineoftheinformationwhichacasewillcover.Ofcourse,thisoutlinecandifferfromonecasetoanother.(1)TheIssue:Descriptionoftheproblemathand(2)TheCharacter(s):Descriptionofperson(s)incharge,suchastimespentinthecompany,executive(s)towhomhe/shereports,etc.(3)TheCompany:Backgroundofthecompanyandthebusinessunitconcerned,includinghistory,keynumbers,organizationalstructure,geographicscope,corporatephilosophy,products,etc.(4)TheIndustry:Size(domestically,worldwide,orincountriesconcerned),keytrends(technical,social,economic,political),customergroups,competition,productsandmarkets,strategiesandkeysuccessfactors,etc.(5)TheOptions:Whatarethedifferentoptionstosolvetheissuehighlightedbythecase(e.g.managementsystems,informationsystems,costing/pricing).Whataretheprosandconsofeachoption?1、Backgroundpresentationorintroduction2、Identificationofproblemorissues3、Usinginformationsuchasfacts,practices,datatodescribe4、UsingModeltoanalyze5、Presentthesolutionofissues6、Conclusion,implications,andsuggestion1.TheScope&FrameworkofInternationalBusiness&Cross-BorderManagement2.InternationalBusiness3.MNCs4.Internationalization5.Cross-BorderStrategyInternationalBusinessandInternationalizationInternationalbusiness:TheoriesandPracticesCross-borderstrategicmanagementandmajorissues;keyissuesneededtobediscussedInternationalbusinesstakesplacewhenbusinesscarriedoutacrossnationalborders.Internationalbusinessasafieldofmanagementeducationdealswiththespecialfeaturesofbusinessactivitiesthatcrossborders.Theseactivitiesmaybemovementsofgoods,services,capital,orpersonnel;transfersoftechnology,knowledge,information,ordata.AnEnterprise(a)comprisingentitiesintwoormorecountries,regardlessofthelegalformandfieldsofactivityoftheseentities,(b)whichoperatesunderasystemofdecision-making,permittingcoherentpoliciesandacommonstrategythroughoneormoredecision-makingcenters,(c)inwhichtheentitiesaresolinked,byownershiporotherwise,thatoneormoreofthemmaybeabletoexerciseasignificantinfluenceovertheactivitiesofothers,and,inparticular,toshareknowledge,resourcesandresponsibilitieswiththeothers.Inessence,thisdefinitionpaysmoreattentionontheimportanceofstrategicandorganizationalintegrationand,thereby,managementintegrationofoperationslocatedindifferentcountriesisregardedasthekeydifferentiatingcharacteristicofanMNC.WhatreallydifferentiatestheMNCisthatitcreatesaninternalorganizationtocarryoutkeycross-bordertasksandtransactionsinternallyratherthandependingontradethroughtheopenmarkets.1.StructuralCriterion(1)Operationslocation(2)Valueactivities’facilitiesandrelationship(3)Ownership2.Transnationality3.Attitudetowardinternationalbusiness(ethnocentric,polycentric,andgeocentric)1998年依据国外资产排名1998年依据跨国指数排名1997年依据国外资产排名1997年依据跨国指数排名公司名称国别行业(Industry)跨国指数341231SeagramCompanyCanadaBeverage/Media94.8572523ThomsonCorporationCanadaMedia/Publishing94.610394NestleSASwitzerlandFood/beverages94.2824747ElectronicsABSwedenElectricalequipment/electronics92.76957737BritishAmericanTobaccoPlcUnitedKingdomFood/tobacco916268911HolderbankFinanceGlarusSwitzerlandConstructionmaterials90.5127185UnileverNetherlands/UKFood/beverage90.1158142ABBSwitzerlandElectricalequipment89.17199424SmithklineBeechamPlcUKPharmaceuticals82.39810NewNewSCASwedenPaper80.8管理视角1-3：全球最大的100家跨国公司的行业分布Theindustrycompositionofthetop100TNCsin1999（1）电子、电气设备、计算机（Electronics/electricalequipment/computers）（2）汽车与零部件（Motorvehicleandpart）（3）石油开采、炼制、分销（PetroleumExploration/refining/distribution）（4）食品、饮料、烟草（Food/beverage/tobacco）（5）化工、医药（Chemicals/pharmaceuticals）（6）多元化（Diversified）（7）电信（Telecommunications）（8）贸易（Trading）（9）零售（Retailing）（10）公用事业（Utilities）组织设计母国取向东道国取向世界取向组织的复杂性母国采取复杂的组织形式变化且独立复杂性和相互依赖性逐渐增加决策权总部权威相对集中在总部在总部和子公司之间协作以达成目标评价和控制采用母国标准由当地决定寻求全球性和地区性的标准奖励和惩罚总部较高,子公司较低变化较大；对公司绩效可采用或高或低的奖励达到全球或地区目标的执行官受到奖励沟通；信息流对子公司沟通量大；命令、指挥、建议。与总部沟通较少；子公司之间的信息流也较少母子公司之间双向沟通。子公司领导为母公司管理团队成员国籍所有者国籍东道国国籍完全国际化的公司，但认同其国家利益人员聘用(雇佣，人员配备，人力开发)雇佣并开发母国人员，任命其担任在世界各地的子公司主要职位开发具有东道国国籍的人员并任命其担任母公司在该国的子公司的主要职位在世界各地培养子公司职位的最佳人选Internationalizationistheprocessbywhichfirmsincreasetheirawarenessoftheinfluenceofinternationalactivitiesontheirfuture,andestablishandconducttransactionswithfirmsfromothercountries.Internationalizationhasbothoutwardlookingandinwardlookingdimension.Theoutward-lookingperspectiveincorporatesanawarenessofthenatureofcompetitioninforeignmarkets,andincludesthefollowingmodesofactivities:a.Exportingb.Actingaslicensortoaforeigncompanyc.Establishingjointventuresoutsidethehomecountrywithforeigncompaniesd.Establishingoracquiringwholly-ownedbusinessesoutsidethehomecountryInternationalizationaffectsfirmsinequallyimportantwaysfromaninward-lookingperspective,whichincorporatesanawarenessoftheimpactofMultinationalCorporat