Organizational Behavior

Author: Sun Jianmin
Publisher:
Publish Date: 2006-03-31
Features: With the gradual maturation of MBA education, case teaching is no longer unfamiliar to people. Many institutions, especially the first batch of MBA pilot schools, have widely adopted the case teaching model. Case teaching and case writing have become important works highly valued and vigorously promoted by the National MBA Teaching Guidance Committee. To meet teaching needs, China Renmin University Press has reached an agreement with Harvard Business School Press to introduce and publish Harvard Business School cases. Around ten courses related to MBA teaching have been selected, including: Strategic Management, Human Resource Management, Marketing Management, Corporate Finance, Leadership, Organizational Behavior, Supply Chain Management, Technology and Operations Management, Financial Reporting and Control, and Business, Government, and International Economics. Both Chinese and English versions are being launched simultaneously. First, Harvard professors selected and recommended cases from among thousands of options, and then Chinese professors selected cases from the recommended list. Further adjustments were made during the translation process, and the final cases were determined. For many years, China Renmin University Press has been dedicated to building the brand of business and economics books, especially as a market leader in higher education textbooks, we have always strived to provide more and better products for Chinese management teaching and practice. With the expansion of the Chinese MBA market, the increase in the number of students, the improvement in their quality, and the maturation of the teaching staff, we have found that the shortage and low quality of case teaching materials have become a significant problem. Based on extensive market research, Harvard Business School cases have become our top choice for introducing cases for MBA teaching. After all, Harvard University was one of the earliest to start MBA education, with its MBA program having nearly a century of history. Harvard cases sell 6 million copies annually, and their case teaching method is gradually being familiarized with and adopted by universities worldwide. As a university press committed to serving higher education, we deeply feel that the introduction of Harvard cases is of great significance for the advancement of business management education theory and practice in our country. In fact, we introduced and published a set of Harvard Business School cases in 2002, divided into Business Basics and Practical Application series, totaling 21 titles, which caused a great response at the time. However, due to constraints, the cases were not selected based on course settings, making it inconvenient for teachers to use them in teaching. Based on this, we have developed this set of cases specifically for MBA core courses. During the operation of this case set, we widely solicited the opinions and suggestions of teachers and found that simply introducing and publishing some cases could not meet the actual needs of teaching. For many teachers, how to teach Harvard cases is a challenge. At the same time, during the preliminary research and preparation work, we also realized that the promotion of cases is no longer limited to the traditional sense of book promotion. It has gone beyond the traditional concept of simple book publishing and has become the promotion of teaching concepts and methods. It requires us to provide more and long-term follow-up services and change traditional publishing models. This book compiles classic cases including: "JetBlue Airways: Starting from Scratch," "Alaska Airlines and Flight 261," "Novartis: Divisional Model," and "Specialty Medical Chemicals Company," among others.