【正文】 G, KFC, CocaCola, Dell and GM are some of the most successful . panies selling consumer products in China. And the spending power of young Chinese consumers is fueling Western brands. According to a recent survey which asked the young Chinese students to name the world’s coolest brands. Nike was way out ahead. How does Nike build such a booming business in China? What marketing tactics have helped make Nike the icon for most of the young Chinese? Exercises: Work in small groups. Select Nike or any one of the powerful foreign brands that you are interested in and go to the related Websites. Find necessary information about the brand and the pany. Pool the information together and exchange opinions with your team members. Then develop an oral presentation on the above topic. 案例分析之七 CrossCultural Communication Topic The given material involves crosscultural munication. The rapid drive toward globalization has made crosscultural munication more important. Crosscultural exchanges, especially crosscultural business, may fail to arrive at their purposes satisfactorily or even result in great losses if those concerned lack proper knowledge of and insights into cultural differences and skills in crosscultural munication. For English and Business majors, awareness of cultural differences and crosscultural munication skills are musts. Background and Gist The given material is adapted from an academic essay carried in Harvard Business Review October, 2020. The authors were the first to elaborate the concept of “Cultural Intelligence” (CQ) academically. The essay has induced many researches on CQ along with training programs on crosscultural munication skills, especially in profession of business management. The essay first defines the concept of “CQcultural intelligence” as against the concepts of “IQ” and “EQ”. Then it identifies three ponents of cultural intelligence. Following that is a summary of six CQ profiles which most managers fit. In the last part, the essay suggests six steps for cultivating CQ. As a piece of academic writing, Text A is characterized by the use of formal language with long sentences, learned words and technical terms. Attention should also be drawn to the frequent use of various data as support of views, the most 22 important aspect of a research paper. Ⅰ . Individual Work： Read and Think 1. Scan the case on the provided material and try to get some ideas about the following questions. a. What is CQ defined as? b. What are the three ponents of CQ? c. How do the CQ ponents work together? d. What are the six CQ profiles? e. What are the six steps to cultivating CQ? 2. Scan the text again and write down 1520 key terms related to CQ. Ⅱ . Team Work: Analyze and Discuss 1. Please tell your classmates about your experience in a new culture. Then discuss what level of CQ you are at. 2. Which of the six profiles fits you best? Ⅲ . Application practice Find definitions of IQ and EQ, and pare them with the definition of CQ. Then find a case or cases to show the importance of EQ and CQ in business. References: l Q 。D? c. Why do panies still outsource Ramp。 though bining them properly raises a host of difficult technical issues. Meanwhile, the truth about global poverty and inequality presumably lies somewhere between the extremes suggested by the two methodologies. Ⅰ . Individual Work： Read and Think 1. Scan the case on the provided material and try to get some ideas about the following questions. a. What are the assumptions made about rising global inequality? Are they true? Why or why not? b. What can you make of the two charts? Please explain in detail. c. What are the methodologies adopted by economists concerning the global inequality issue? Why do big differences exist between them? d. Is the fear that the global capitalism is making progress at the expense of the poor nations reasonable? Why or why not? e. Give the anizational structure of this article. 2. Scan the text again and write down 1520 key terms related to Global inequality. Ⅱ . Team Work: Analyze and Discuss 1. In your opinion, which one is a better research methodology, using data from national accounts or using data from household surveys? State your reason. 2. How do you account for the gap between developed countries and developing countries? Is it getting better or worse? What can be done to narrow the gap? 3. Why dose there exist a widening gap between urban and rural arease in China? What can be done to narrow the gap? Ⅲ . Application practice When Globalization Suffers, the Poor Take the Heat As hostilities hinder trade, investment, and foreign students’ ability to study 15 abroad, living standards could plummet. It is the international movement of people and of capital that is put in greatest jeopardy by events of the past few years. Owner of capital are reluctant to invest in developing nations when there is great uncertainty caused by war and terrorism. Rich countries are less willing to admit young male students and immigrants to study and work, especially those from Muslim nations or other countries with known hostility and resentment toward the US and other Western nations. The antiglobalization may get its wish for a breakdown in the world economic order because of sharp reduction in the international moveme