ThemeGallery PowerTemplate,www.themegallery.com,Unit Seven Friendship in Business Activity,目录,1,2,Reading Skill,Text A,Text B,Reading Practice,Text C,Introduction,Introduction,Introduction,Words and Expressions,Words and Expressions,Words and Expressions,Notes,Notes,Notes,Exercises,Exercises,Exercises,3,Key,Text A,Introduction,Many companies have found strategic partners to be useful in entering international markets. Nonetheless, recent history suggests that international strategic alliances have a high likelihood of failure. To decrease this probability, companies must prepare their firm to collaborate. This requires understanding their partners objectives as well as the criteria used by their partners in selecting collaborators. Understanding these criteria prior to partners formation can increase the likelihood of partner success.,I. Reading Practice,How to Find the Right International Trade Partners,Text A,How to find highly productive agents, distributors and joint ventures in the foreign market still remains an enigma for many companies. Often, many are relying on luck instead of strategy in identifying their international representation. Many companies get into exporting almost by chance: Most export sales are simply a spin-off from domestic markets. Similarly, the relationships between most agents and distributors are born from random inquiries or chance meetings at trade exhibitions . When asked how they obtained their international representation, many companies have no recollection whatsoever of howor whythe relationship began. Strange as it may seem, the same is true of joint venture relationships.,I. Reading Practice,Text A,With the growing use of the internet, one could be fooled into thinking that the odds of success in finding that top-performing trade partner will be increased. The key is to remember at all times that promotional materials could not provide real and clean “information.” The internet can be used to provide indicators of how to contact them and what they provide; however, these benefits in no way eliminate the more conventional, strategic wisdom that highly successful international sales organizations depend on. Surprisingly, this hit-and-miss approach to international expansion is not exclusive to small- and medium-sized companies. Many well-recognized large companies spin the same wheel of chance. Experienced international executives and substantial budgets for foreign expansion will contribute to success, given the right opportunities. The problem is that the “right opportunities” are rarely “given.”,I. Reading Practice,Text A,Perhaps people have a shopping list of “must have” traits. If so, they are not alone. The most common characteristics people want in their partners include honesty, intelligence, sense of humor, stability, communication, and common hobbies and interests. Though men and women might seek similar traits in a partner, research has demonstrated that each gender focuses on different qualities. Men typically want a relationship that allows autonomy, while women look for a sense of connection. In order to find the right international partners, think about the traits and behaviors your company prefer. Most company automatically think of superficial traits such as height or eye color. Though these traits may be important to you, other traits may also be more important when it comes to having a healthy, long-term relationship. Here is a list of some important qualities to consider:,I. Reading Practice,Text A,1: Focus on Your International Trade Objectives If you consider export sales to be nothing more than “icing on the cake,” then thats all they will ever be. Its necessary to treat international business relationships with the same degree of attention and care as you do your domestic ones. Avoid a soft, non-pragmatic approach to foreign trade partners. Low expectations born of previous poor performance by agents and distributors have led many companies to settle for figures that in no way reflect a meaningful market share. Dont accept underperformance and mediocrity from your international representatives.,I. Reading Practice,Text A,2: Define Your Ideal International Partners Many companies will cooperate with the first seemingly viable company that expresses interest in representing them. Undoubtedly, this is a mistake. When agents and distributors emerge from nowhere and stand alone without comparison, they will always appear to be “golden opportunities.” Avoid the pressure of hasty decisions. It will take you some time to identify and write down what you consider to be the essential qualities of a top-performing trade partner. You should identify and analyze the specific elements that have made your company successful domestically. From this analysis, a profile of the ideal trade partner will begin to emerge and can be used to qualify all would-be agents and distributors.,I. Reading Practice,Text A,3: Analyze Yourself Next, Do Your