Author Description

This text stands apart from other entries in the market for its ability to make the fundamentals of business understandable, functional, and relevant to students with little or no business background. The authors believe the key to unlocking Introduction to Business for novice students lies in their unique, engaging pedagogy based on consistency, active learning, and currency.Gaspar et al., is the first cross-functionally authored text in the marketplace. Each author--a recognized authority in his field--brings his own expertise to the course while keeping the discussion focused and concise for introductory level students. The text presents a balanced and consistent voice across each of the unique content areas, enabling students to quickly gain an understanding of concepts, practices, and relationships across businesses without unnecessary or disjointed narrative. Recognizing that contemporary business, regardless of where it is conducted, will be heavily influenced by rapid globalization, advances in technology, and enforcement of ethical standards, the authors focus on these three hot button themes--Global Business, Technology and Business, and Ethics in Business--throughout the text. In addition, the strategies and operations of three major companies--DaimlerChrysler, McDonald's, and Sony--reflecting three dynamic regions of the world, i.e., Europe, North America, and Asia respectively, are also spotlighted throughout the text. Each chapter includes at least one case featuring one these companies and how it has responded to or been influenced by the theme of that chapter. The use of consistent examples for these case studies is intended to heighten student interest and underscore the relevancy of the themes in each chapter. A variety of tools to keep the text current including a faculty newsletter providing frequent updates, case updates through the student and faculty websites, and links to recent articles in the news will be available. Learning Objectives are listed at the opening of each chapter, repeated again at the beginning of each major section of the chapter, and again in the end-of-chapter summary.Chapter Opening Vignettes introduce concepts in a brief story. Within the chapter, reference is made to the vignette to connect the opening story to chapter content.Reality Check questions follow the learning objectives in each chapter--encouraging the reader to consider how that section's learning objective relates to real life.Case in Point Boxes examine the strategies and operations of three major global companies--DaimlerChrysler, McDonald's, and Sony--and how they related to chapter topics. Each company represents a dynamic region of the world, Europe, North America, and Asia, respectively. Questions accompany each box to encourage critical thinking, and the continuous, integrated coverage allows students to see how companies are both interrelated and relevant.Theme Boxes help students see how the key themes of the text, Global Business, Technology and Business, and Ethics in Business, are relevant to the specific topic of each chapter. These boxes spotlight a variety of large and small companies and are accompanied by questions.Portfolio Projects in every chapter ask students to complete a variety of projects such as developing a plan for opening a business, or selecting a real business to research, track, and analyze throughout the course. These projects can be assigned individually or as group work, and help students understand and apply what they are learning to their own lives.