企业进行对外直接投资和跨国经营,是当代生产社会化发展的必然趋势。随着世界经济日趋一体化,企业的经营活动也从国际化拓宽到全球化。对于从事企业全球化经营的管理人员来说,在他们的国际生产和销售过程中会遇到许多不可控因素,其中有些因素是很难预测的,因而出现一些失误在所难免。但是,也有一些失误是人为造成的,是完全可以避免的。对于企业全球化经营中常见的许多谬误,究其原因不难发现,一些管理人员忽略了一个很简单的道理,即不同国家和地区的消费者由于所处的政治、经济、社会、文化、历史、生活习惯及价值观等不同因而在 It is an inevitable trend for the socialized development of contemporary production that enterprises conduct direct foreign investment and transnational management. As the world economy becomes more and more integrated, the business activities of enterprises have also broadened from internationalization to globalization. For managers engaged in global operations of the enterprise, they encounter many uncontrollable factors in their international production and sales. Some of them are difficult to predict and some mistakes are inevitable. However, there are some mistakes that are caused by man and are totally avoidable. For many of the common fallacies in the globalization of enterprises, the reason is not difficult to find that some managers ignore the simple truth that consumers in different countries because of their political, economic, social, cultural, historical , Living habits and values ​​so different