| Change is the only constant in business. Change, in and of itself, does not alter the essential content of this first course in business. We believe that the essence of success in business lies in developing vision and values--and em- bodying them in planning, managing, and decision mak- ing. Our textbook reflects this belief by presenting the best mix of traditional approaches and emerging practices. We are determined to avoid faddish trends that soon will dis- appear, but we embrace reliable, newer ideas that grew out of needs that traditional practices did not satisfy. Our book is grounded in solid business principles. We designed it and its supporting materials to approach busi- ness the way you teach it. We are professors as well aspractitioners: we teach students how business reallyworks because we work in business every day. A student s first course in business must provide asolid foundation for future course work. This task--tospark interest and involvement while developing a solidbase of knowledge--requires an easy-to-use teaching toolthat lays a solid conceptual foundation. Since these stu-dents soon will be at work in business, they need skills:how to find a job, work on a quality improvement team,or cope with downsizing. Indeed, since students can nowexpect to change careers at least four times over thecourse of their working lives, it s apparent that self-management and lifelong learning are keys to success.Throughout the text, as well as in the Careers Appendix,we emphasize to students the advantages of developingthe skills and attitudes that will enable them to competeand succeed in a business world of constant change. We respond to the experience of this generation ofstudents, one for whom information and communicationtechnologies are a given. Today s students are pragmaticwhen it comes to their education. Our aim is to interestand involve them all, regardless of background or genderor age. They will see themselves represented in thesepages--in the examples, exercises, and illustrations. Since we began work on this book, instructors aroundthe country have kept reminding us:~ TO SUPPORT their goals and those of their students by presenting an involving, real-world introduction to the business process, its functions, its environment, and its concepts and vocabulary.~ TO DEVELOP students knowledge-worker skills-- in teamwork, communication, and tolerance; in prob- lem-solving, decision-making, critical thinking, and |
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