讲话应阐明概念与激发兴趣。
KISS——保持（Keep），讲演（It, 此处指Public Speaking
——译者注），简短（Short），简明（Simple）。
关于谈判的微型课程
1.了解你的对手。
性格，过去，能力，智谋。
2.了解你自己。
性格，过去，能力，智谋。
当双方的愿望发生冲突时，便会气氛紧张，这时有些人
可以比其他人更好地处理矛盾。最好不要以你自己的性格为
理由欺骗自己。要么努力提高你处理冲突的能力，要么努力
学习如何补偿这方面的短处。
3.做好准备工作
充分理解可能达成的协议方案的影响。
4.提前决定你的战略与底限。
不要陷入不惜一切代价“获取胜利”的险境。
5.每一次谈判后及时总，为下一次谈判获取经验。
在哪些方面我应有所改进？我可以从对手那里学到什
么？
关于从事国际业务的微型课程
1.了解东道国的文化、价值观念、习俗与信仰。不要假
设东道 主会分享你的价值观念。
2.当你在国外时，你是客人，东道主是主人，且拥有权
力。
3.你是一个外国人，你永远也不能真正了解东道主。
4.跨国公司以其跨越国界传送经验并避错误的能力而获
得竞争优势。
5.国际投资为长期投资。衡量国际投资的回收也应是长
期的。
6.若不尊重东道国及其人民，你将很难成功。如果你不
尊重他们，他们是会知道的。
7.在国际商务中，制定一个符合商业道德的决策，余地
很大。你务必自律！
附：
1997 年美国《新闻周刊》对美国著名商学院最新排名，仅供
读者参考。
University of Pennsylvania (Wharton)
University of Michigan
Northwestern University (Kellogg)
Harvard University
University of Virginia (Darden)
Columbia University
Stanford University
The University of Chicago
Massachusetts Institute of Technology (MIT, Sloan)
Dartmouth College (Amos Tuck)
Duke University (Fuqua)
University of California, Los Angeles (Anderson)
University of California at Berkeley (Haas)
New York University (Stern)
Indiana University
Washington University (Olin)
Carnegie Mellon University
Cornell University (Johnson)
University of North Carolina at Chapel Hill (Kenan
Flagler)
University of Texas at Austin
四、文献目录
BIBLIOGRAPHY
DAY 1: MARKETING
Assael, Henry. Consumer Behavior Marketing Action.
Boston: Kent Publishing, 1981, p.471 (paper towel
perceptual mapping).
"The Deal Maker." U.S. News World Report, February 8,
1998, p.78 (Ralph Lauren).
Koselka, Rita. "How to Print Money." Forbes, December
24, 1990,p.118 (Vlassis).
Kotler, Philip (Northwestern). Marketing Management
Analysis, Planning and Control. Englewood Cliffs, N.J.:
Prentice - Hall, 1984.
Maxwell, John C., Jr. "Coffee Sales Climb in '89."
Advertising Age, April 16, 1990, p.64 (coffee market
shares).
Morgensen, Gretchen. "The Trend Is Not Their Friend."
Forbes, September 16, 1991, P.118 (brand extensions).
Newton, Derek A. Sales Force Management: Text and Cases.
Boston: Irwin, 1990, pp.7-9 (salesman historical periods).
Paley, Norton. Manager's Guide to Competitive Marketing
Strategies. New York: American Marketing Association, 1989,
pp. 18-19 (Xerox), pp. 46-47 (segmentation selection).
Schifrin, Matthew. "Mom's Cooking Was Never Like This."
Forbes, August 19, 1991, pp. 50, 54 (premium dog food
sales).
Silbiger, Steven. "Study of the General and Gourmet
Coffee Markets." Sponsored by Westway Merkuria, Inc.,
EnglewoodCliffs, N.J., July 1989.
—, and Mark Parry. "Cafe Blason," Case UVA-M-369,
copyright ?1990 by the Darden Graduate Business School
Foundation, Charlottesville, Virginia.
Willoughby, Jack. "The Last Iceman." Forbes, July 13,
1987, p.196 (vacuum tubes).
DAY 2: ETHICS
Freeman, R.Edward, and Daniel R. Gilbert, Jr. "The
Problem of Relativism: When in Rome..." Chapter 2,
Corporate Strategy and the Search for Ethics. Englewood
Cliffs, N.J.: Prentice-Hall, 1988, pp.24-41. Adapted by
permission of Prentice Hall.
Friedman, Milton (Chicago). "The Social Responsibility
Is to Increase Profits." The New York Times, September 13,
1970.
DAY 3: ACCOUNTING
Stern, Richard I. "McDonnell Douglas' Make-or-Break
Year." Forbes, January 7, 1991, p.37 (McDonnell Douglas
income statement).
DAY 4: ORGANIZATIONAL BEHAVIOR
"Active Listening," Case UVA-OB-341, copyright ?1986
by the Darden Graduate Business School Foundation,
Charlottesville, Virginia.
Beer, Michael. "Note on Performance Appraisal," Case
478-019, College, copyright 1977 by the President and
Fellows of Harvard College; all rights reserved.
Byrne, John A. "Business Fads: What's In-and Out."
Business Week, January 20, 1986, p.55 (MBA buzzwords).
Edwards, Jeffrey R. "Assessing Your Behavior Pattern,"
Case UVAOB-360, copyright 1987 by the Darden Graduate
Business School Foundation, Charlottesville, Virginia,
p.3 (Types A and B).
French, John R. P., and Bertram Raven. "The Bases of
Social Power," Group Dynamics, ed. Darwin Cartwright.
Evanston, Il.: Row, Peterson, 1960, pp.607-623 (power).
Gabarro, John J., and John P. Kotter. "Managing Your
Boss." Harvard Business Review, Vol. 57, No. 1
(January/February 1980), pp.92-100. Copyright ?1980 by
the President and Fellows of Harvard College; all rights
reserved.
Hackman, J. Richard, and Greg R. Oldham. "Development
of Job Diagnostic Surveys." Fournal of Applied Psychology,
Vol. 60, 1975, pp.159-170.
Hogan, Eileen A. "One Model for Action Planning," Case
UVAOB-261R. Copyright ?1983 by the Darden Graduate
Business School Foundation, Charlottesville, Virginia.
Kepner, Charles H., and Benjamin B. Tregoe. The Rational
Manager: A Systematic Approach to Problem Solving and
Decision Making. New York: McGraw-Hill, 1965, p.55
(deviations, want got gaps).
Kotter, John P., and Leonard A. Schlesinger. "Choosing
Strategies for Change." Harvard Business Review, Vol. 57,
No.2 (March/April 1980), pp.106-144. Copyright ?1980 by
the President and Fellows of Harvard College; all rights
reserved (strategies for change).
Levine, Joshua. "Dare e togliere (give and tade away)."
Forbes, October 28, 1991, p.115 (Armani).Tannenbaum,
Robert, and Warren H. Schmidt. "How to Choose a Leadership
Pattern." Harvard Business Review, Vol. 51, No. 3(May/June
1973), pp. 162-173. Copyright 1973 by the President and
Fellows of Harvard College; all rights reserved.
Zierden, William E. "A Framework for Understanding
Organizations," Darden School Case UVA-OB-187, copyright?
1982 by the Darden Graduate Business School Foundation,
Charlottesville, Virginia (the basic organization model).
DAY 5: QUANTITATIVE ANALYSIS
"Cash Flow and the Time Value of Money," Case 9-177-
012, copyright 1976 by the President and Fellows of
Harvard College; all rights reserved.
Frey, Sherwood C. "Assessment and Use of Probability
Distributions," Case UVA-Q-294, copyright 1983 by the
Darden Graduate Business School Foundation,
Charlottesville, Virginia.
—. "Probability Assessment with the Aid of Historical
Data," Case UVA-Q-288, copyright 1983 by the Darden
Graduate Business School Foundation, Charlottesville,
Virginia.
"An Introduction to Decision Analysis," Case 181-046,
copyright 1980 by the President and Fellows of Harvard
College; all rights reserved.
"Notes on Decision Diagrams," Case 9-171-035,
copyright 1970 by the President and Fellows of Harvard
College; all rights reserved.
Oksman, Warren, and Sherwood C. Frey. "Introduction to
Analytical Probability Distributions," Case UVA-Q-205,
copyright 1980 by the Darden Graduate Business School
Foundation, Charlottesville, Virginia.
Pfeifer, Phillip E. "Forecasting Using Data," Case
UVA-QA-381, copyright 1988 by the Darden Graduate
Business School Foundation, Charlottesville, Virginia.
Que Corporation, Using 1-2-3, Carmel, Ind.: Que
Corporation, 1987, p.514 (regression).
DAY 6: FINANCE
Cooper, Carol. "The Forbes 500." Forbes, April 27, 1992,
p. 193 (Chemical Bank layoffs).
Dreman, David. "Bye-bye to Beta." Forbes, March 30, 1992,
p. 148 (beta).
"Japanese Firms Pull Southland Corp. from Chapter 11."
Los Angeles Times, March 6, 1991, p.D2 (Ito-Yokado Group
buys 7-Eleven).
Ross, Stephen A. (Yale), and Randolph W. Westerfield
(Wharton). Corporate Finance. St. Louis: Times
Mirror/Mosby College Publishing, 1988.
The Value Line Survey. "Caterpillar Inc." May 15, 1992,
p. 1346.
DAY: 7 OPERATIONS
Byrne, John A. "Business Fads: What's In-and Out."
Business Week, January 20, 1986, p.54 (CPM).
"Constructing and Using Process Control Charts," Case
9-686-118, copyright 1986 by the President and Fellows
of Harvard College; all rights reserved (SPC).
Davis, Edward W. "Material Requirements Planning," Case
UVAOM-279, copyright 1980 by the Darden Graduate Business
School Foundation, Charlottesville, Virginia.
Freeland, James R. "Managing Inventories," Case UVAOM-
623, copyright 1987 by the Darden Graduate Business
School Foundation, Charlottesville, Virginia.
Landel, Robert D. Managing Productivity Through People:
An Operations Perspective, Chapter 3. Englewood Cliffs,
N.J.: Prentice - Hall, 1986; and Case UVA-OM-528, copyright
?1984 by the Darden Graduate Business School Foundation,
Charlottesville, Virginia (queuing theory).
"A Note on Quality: The Views of Deming, Juran and
Crosby," Case 9-678-011, copyright 1986 by the President
and Fellows of Harvard College; all rights reserved.
Savage, Sam L. The ABC'S of Optimization Using What's
Best! Oakland, Calif.: Holden-Day, Inc., 1986, p. I-17
(linear programming example).
Smitka, Michael J. Competitive Ties: Subcontracting in
the Japanese Automotive Industry. New York: Columbia
University Press, 1991, p. 145 (JIT in Japan).
DAY 8: ECONOMICS
Baldwin, William. "Creative Destruction." Forbes, July
13, 1987, p.49 (Schumpeter).
Banks, Howard. "The World's Most Competitive Economy."
Forbes, March 30, 1992, pp.84, 85 (U.S. trade deficits and
productivity).
Country Profiles 1991-1992, United States and Lebanon.
The Economic Intelligence Unit, London (economic
statistics).
Dornbusch, Rudiger (MIT/Chicago), and Stanley Fischer
(MIT/Chicago). Macroeconomics. New York: McGraw-Hill,
1987.
Linden, Dana Wechsler. "Dreary Days in the Dismal
Science." Forbes, January 21, 1991, p.68 (chapter lead).
McConnell, Campbell R. Economics. New York: McGraw-Hill,
1981, pp.453-455 (elasticity).
Rosenblum, John. "Country Analysis and General
Managers," Case 9-379-050, copyright 1987 by the
President and Fellows of Harvard College; all rights
reserved.
Samuelson, Paul A. (MIT). Economics. New York:
McGraw-Hill, 1980.2
Sowell, Dr. Thomas. "Galbraith Strikes Again." Forbes,
May 25, 1992, p.140.
Stern, Richard L., "The Graying Wild Ones." Forbes,
January 6, 1992, p.40 (Harley-Davidson).
DAY 9: STRATEGY
Allan, Gerald B., and John S. Hammond III. "Note on the
Use of Experience Curves in Competitive Decision Making,"
Case 175-174, copyright 1975 by the President and Fellows
of Harvard College; all rights reserved.
Bartlett, Christopher A. "Global Competition and MNC
Managers," Case 9-385-287, copyright 1985 by the
President and Fellows of Harvard College; all rights
reserved.
Bourgeois, L.J. "Note on Portfolio Techniques for
Corporate Strategic Planning," Case UVA-BP-292,
copyright 1988 by the Darden Graduate Business School
Foundation, Charlottesville, Virginia.
Germane, Gayton E. (Stanford). The Executive Course.
Reading, Mass.: Addison-Wesley Publishing, 1987,
pp.367-70 (linkages).
Montana, Patrick, and Bruce Charnov. Management. New
Yord: Barron's 1987, p.97 (Alice).
Paley, Norton. Manager's Guide to Competitive Marketing
Strategies. New York: American Management Association,
1989, p.6 (P&G Bounce).
Pascale, Richard T., and E. Tatum Christiansen. "Honda
(A), (B)," Cases 9-384-049, 050, copyright 1983 by the
President and Fellows of Harvard College; all rights
reserved (two versions of Honda).
Porter, Michael E. Competitive Strategy: Techniques for
Analyzing Industries and Competitors. New Your: The Free
Press,1980, pp.39, 75-82 (signaling).
Quinn, James Brian. "Strategic Change: Logical
Incrementalism." Sloan Management Review, MIT, Fall 1978,
pp. 7-22.
Romm, Joseph, J. "The Gospel According to Sun Tzu."
Forbes, December 9, 1991, p.162.
"The World's Billionaires." Forbes, July 22, 1991,
pp.138-139 (Sony rivalry).
Case Sources:
Darden Graduate School of Business
Educational Materials Service
University of Virginia, Box 6550
Charlottesville, VA 22906-6550
Attn: Ann Morris, Director
804-924-3009, FAX 804-924-4859
Harvard Business School Case Services
Harvard Business Review
Publishing Division
Boston, MA 02163
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