2 Part1 . 기업환경 Week 경영학배움터 (The Future of Business) 6인공역 2판 Chapter 1 Each day in America thousands of new businesses are born and a rare few will become the next Microsoft or e-Bay. Most will never see their first anniversary. The survivors are those that understand trends that affect all businesses, and then successful adapt to those trends.

기업이란 무엇인가? 기업은 1 … 일상생활의 토대가 되는 제품과 서비스 제공 Chapter 1 기업이란 무엇인가? 1 소비자가 원하는 제품이나 서비스를 제공함으로써 이익을 창출하는 조직체 기업은 … 일상생활의 토대가 되는 제품과 서비스 제공 … 생활의 질을 결정하는 직업, 제품, 서비스 제공 Businesses meet the needs of consumers by providing countless goods and services that are desired by customers. Goods are tangible items manufactured by businesses. Services are intangible offerings that can’t be held, touched, or stored. Thus, businesses create the goods and services and services that are the basis of our standard of living. The standard of living is measured by the output of goods and services people can buy with the money they have. The U.S. has one of he highest standards of living in the world. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

이익 1 수입(매출) 비용 이익 소비자에게 제품을 팔거나 서비스를 제공하여 벌어들인 돈 Chapter 1 이익 1 소비자에게 제품을 팔거나 서비스를 제공하여 벌어들인 돈 수입(매출) - 서비스 제공이나 제품 판매 전체 과정에서 발생하는 금전적 지출 비용 When a company uses its resources intelligently, it can often increase sales, hold costs down, and earn a profit. There is generally a direct relationship between risks and profit. = 매출에서 비용을 뺀 금액 이익 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

미국은 정부를 제외한 비영리단체가 전체 경제규모의 28%를 차지 정부는 규모와 영향력 면에서 가장 큰 비영리단체 Chapter 1 비영리단체 1 영리추구가 아닌 다른 목적을 가진 조직체 미국은 정부를 제외한 비영리단체가 전체 경제규모의 28%를 차지 정부는 규모와 영향력 면에서 가장 큰 비영리단체 Not all organizations strive to make a profit. A not-for-profit organization exists to achieve some goal other than the usual business goal of profit. Examples are The United Way, the American Cancer Society, and the Sierra Club. Most hospitals, zoos, museums, and charities are also not-for-profit organizations. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

생산요소 1 천연자원 노동 자본 기업가정신 지식 Chapter 1 Factors of production are the resources used to create goods and services. Four traditional factors of production are common to all productive activity: natural resources, labor, capital, and entrepreneurship. A fifth factor, knowledge, is gaining in importance. Knowledge is the combined talents and skills of the workforce. 지식 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

기업과 경제는 어떻게 움직이는가? 2 거시경제학은 경제 전체를 통합적으로 연구 Chapter 1 기업과 경제는 어떻게 움직이는가? 2 한 사회가 유한한 자원을 이용하여 어떻게 제품과 서비스를 창출하고 분배하는가를 연구하는 학문 거시경제학은 경제 전체를 통합적으로 연구 The resources of a person, a firm, or a nation are limited. Hence, economics is the study of choices—what people, firms, or nations choose from among the valuable resources. Macroeconomics looks at aggregate data—data considered as a whole. In contrast, microeconomics focuses on individual parts of the economy, such as households or firms. For example, a company such as Ford would consider such macroeconomic factors as unemployment rate, and interest rates. From a microeconomic viewpoint, Ford would judge consumer demand for new cars versus the existing supply, current prices and sales incentives. 미시경제학은 개별 경제주체의 경제행위에 초점을 둠 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

기업과 경제는 어떻게 움직이는가? 2 무엇을 생산할까? 경제학적 관심사 얼마나 생산할까? 어떻게 생산할까? 누구를 위해 생산할까? 의사결정 주체: 시장 정부 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

기업과 경제는 어떻게 움직이는가? 2 기업의 의사결정 제품 및 서비스 가격 고용수준 임금수준 생산규모 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

기업과 경제는 어떻게 움직이는가? 2 경제의 순환 Chapter 1 Another way to see how sectors of the economy interact is to examine the circular flow of input and outputs among households, businesses, and governments. Households provide inputs to businesses, which convert these inputs into outputs for consumers. In return consumers receive income from rent, wages, interest, and ownership profits. Businesses receive income from consumer purchases. Governments supply publicly provided goods and services that benefit individuals and businesses. Government purchases from businesses also contribute to business profits. Government receives taxes from individuals and businesses to complete the flow. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

소비자가 구매하는 생필품의 평균적인 가격 수준을 나타내는 지수 Chapter 1 인플레이션의 측정 4 소비자가 구매하는 생필품의 평균적인 가격 수준을 나타내는 지수 소비자물가지수 (소매물가지수) (CPI) 생산자물가지수 (도매물가지수) (PPI) 생산업체나 도매상이 구입하는 원자재, 에너지, 중간제품, 완제품의 평균적인 가격 수준을 나타내는 지수 Inflation is most commonly measured by looking at changes in the consumer price index. Major components of the CPI, which are weighed by importance, are food, clothing, transportation, housing, health, and recreation. Changes in wholesale prices are another important indicator of inflation. The producer price index measures the price paid by producers and wholesalers for such commodities as raw materials, partly finished goods, and finished products. Inflation penalizes people who live on fixed incomes. It also hurts savers, since as prices rise, the purchasing power of a nest egg of savings deteriorates. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

거시경제 목표의 달성 5 경기안정정책 통화정책 경기부양정책 정부지출 재정정책 세입 Chapter 1 To reach macroeconomic goals, countries must often choose among conflicting alternatives. Sometimes political needs override economic ones. The government must try to guide the economy to a sound balance of growth, employment, and price stability. The two main tools it uses are monetary policy and fiscal policy. Monetary policy refers to a government’s programs for controlling the amount of money circulating in the economy and interest rates. The Federal Reserve System (the Fed), the central banking system, prints money and controls how much of it will be in circulation. When the Fed increases or decreases the amount of money in circulation, it affects interest rates. With contractionary policy the Fed tightens the money supply by raising interest rates. The result is slower economic growth and higher unemployment. With expansionary policy, the Fed loosens growth in the money supply, which stimulates the economy. Fiscal policy is the government’s program of taxation and spending. Taxes are the major source of revenue for the government. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

수요와 공급의 균형 6 균형점 수요량과 공급량이 같아지는 점 Chapter 1 When supply and demand intercept on the demand and supply curve, they cross at a certain quantity and price. At this point, the quantity demanded equals the quantity supplied. This is the point of equilibrium, the balance between the amount consumers will buy and the amount the manufacturers will supply. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

경제와 경쟁환경의 최근 동향 8 장기적인 관계 형성 거시경제와 미시경제의 인재 양성 동향 사회주의 경제체제의 변화 Chapter 1 경제와 경쟁환경의 최근 동향 8 정부 지출의 증가 사회주의 경제체제의 변화 인재 양성 장기적인 관계 형성 거시경제와 미시경제의 동향 Today companies are focusing on relationship management, which involves building, maintaining, and enhancing interactions with customers to develop long-term satisfaction through mutually beneficial partnerships. Creating and building long-term relationships require a world-class workforce. Leading companies place a strong emphasis on training and the use of technology to improve worker productivity. A key trend in macroeconomics is the entrepreneurial spirit among many citizens of former command economies. Russia and China have inched away from planned economies. Today, China has a population of 1.3 billion and they all want more and better goods and services. Another trend is the return of big government in the United States. Government spending was up 13.9 percent in the 2002-2003 fiscal year, and has risen every year since 1965. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

글로벌경쟁의 원리 글로벌비젼 1 국제비즈니스 기회의 인식 및 반응 외국경쟁자의 위협을 인지 국제적 유통네트웤을 효과적으로 이용 Chapter 1 글로벌경쟁의 원리 1 글로벌비젼 국제비즈니스 기회의 인식 및 반응 외국경쟁자의 위협을 인지 국제적 유통네트웤을 효과적으로 이용 The word global refers to a boundless mobility and competition in social, business, and intellectual arenas. Having a global vision has become a business imperative. Having a global vision means recognizing and reacting to international business opportunities, being aware of threats from foreign competitors, and effectively using international networks to obtain raw materials and move finished products to the customer. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

미국에게 글로벌 비즈니스의 중요성 1 미국은 산업생산재의 1/5, 농산물의 1/3을 수출한다 Chapter 1 미국에게 글로벌 비즈니스의 중요성 1 미국은 산업생산재의 1/5, 농산물의 1/3을 수출한다 미국의 전체잡의 1/16은 수출과 관련되있다 미국은 외국에 7310억 달러이상 수출한다 미국 기업이익의 1/3이 무역이나 해외투자에서 발생한다. 수출은 미국경제성장의 1/3을 설명한다 Over the past two decades, world trade has climbed from $200 billion a year to more than $4 trillion. Foreign competition in the domestic market now occurs in almost every industry, and has created vast, new business opportunities for many U.S. firms. About 85 percent of all U.S. exports of manufactured goods are shipped by 250 companies. Only the very large multinational companies have attempted to compete worldwide. However, more small companies are now aggressively pursuing international markets. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

국제무역의 주요지표 1 수출 수입 무역수지 수지균형 환율 Chapter 1 The value of international trade is over $4.6 trillion a year and growing. Exports are goods and services made in one country and sold to others. Imports are goods and services that are bought from other countries. The U.S. is the largest exporter and importer in the world. The difference between the value of a country’s exports and the value of its imports is the country’s balance of trade. A country that exports more than it imports is said to have a favorable balance of trade, or a trade surplus. A country that imports more than it exports is said to have an unfavorable balance of trade, or a trade deficit. Balance of payments is a summary of a country’s international financial transactions showing the difference between the country’s total payments to and its total receipts from other countries. The exchange rate is the price of one country’s currency in terms of another country’s currency. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

WHY NATIONS TRADE 2 절대적우위 비교우위 한국가가 제품을 낮은 원가에 생산, 판매 Chapter 1 WHY NATIONS TRADE 2 절대적우위 한국가가 제품을 낮은 원가에 생산, 판매 한국가가 특정제품의 유일한 공급자 비교우위 One might argue that the best way to protect workers and the domestic economy is to stop trade with other nations. However, nations are good at producing different things. In that case you benefit by exporting things you do well. Economists refer to this specialization concept as advantage. 한국가가 쉽고 싸게 생산할 수 있는 제품에 특화하여 이를 다른 제품에 특화하고 있는 국가의 제품과 교환하는 것 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

글로벌화의 혜택 2 해외국가의 빈곤탈피 일인당소득증대 생산성, 소득수준 향상 글로벌 경쟁이 가격을 인하시키고 인플레이션이 Chapter 1 글로벌화의 혜택 2 해외국가의 빈곤탈피 일인당소득증대 생산성, 소득수준 향상 글로벌 경쟁이 가격을 인하시키고 인플레이션이 덜 위협적이게 됨 개방경제가 혁신을 유발시킴 수출직업이 보다 수지맞음 미국내 노동자의 단지 일부분이 가난한 나라의 노동자와 경쟁관계에 있음 Globalization has been the engine that creates jobs and wealth. Benefits of globalization are shown here. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

글로벌 시장 6 왜 “글로벌화하나?” 추가적인 이윤 획득 독특한 제품과 기술적우위를 확대 배타적인 시장정보 획득 Chapter 1 글로벌 시장 6 원가절감의 가능성 성숙기 국내시장과 과잉설비 배타적인 시장정보 획득 독특한 제품과 기술적우위를 확대 추가적인 이윤 획득 왜 “글로벌화하나?” Companies decide to enter the global marketplace for a number of reasons, with earning additional profits as the most important one. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

국내기업이 홰외기업을 인수하거나 조인하여 새로운 법인 설립 글로벌시장 진입 6 라이센싱 제조,특허,지식의 사용허용에 대한 법적절차 제조계약 해외업체에 의한 개인상표생산 조인트벤처 국내기업이 홰외기업을 인수하거나 조인하여 새로운 법인 설립 수출 국내애서 생산된 제품을 홰외 구매자에게 판매. 직접투자 해외공장이나 회사의 적극적 소유 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

글로벌시장에의 진입 6 구상무역 지불금의 일부나 전체를 제품이나 서비스로 제공하는 국제적 무역형태 Chapter 1 International trade does not always involve cash. Countertrade is a fast-growing way to conduct international business. Roughly 30 percent of all international business involves countertrade. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

다국적기업 8 회사본부의 위치와 관계없이 자원, 재화, 서비스, 기술을 국가경계를 넘어 이동시키는 기업 다국적기업 . Chapter 1 다국적기업 8 회사본부의 위치와 관계없이 자원, 재화, 서비스, 기술을 국가경계를 넘어 이동시키는 기업 . 다국적기업 Some multinational corporations, such as Exxon and General Motors, are larger than the GDP of all but 22 nations in the world. Multinational corporations engage heavily in international trade, and take political and cultural differences into account. Coca-Cola has 80 percent of its sales outside the United States. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

다국적우위 8 무역문제의 극복 규제문제를 회피 생산을 한 공장에서 다른 공장으로 이동 전세계의 새로운 기술활용 노동비용의 절감 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

글로벌 경쟁에서의 트랜드 9 글로벌 경쟁에서의 트랜드 시장확대 자원취득 인터넷의 영향 기술적변화 정부활동 Chapter 1 Market expansion: The limited size of domestic markets often motivates managers to seek markets beyond their national frontiers. Economies of large-scale manufacturing demand big markets. Resource acquisition: Companies are going to the global marketplace to acquire resources needed to operate efficiently. These resources include cheap or skilled labor, scarce raw materials, technology, or capital. Impact of the Internet: Opening an e-commerce site on the Internet immediately puts a company in the international marketplace. Technological Change: New technology in transportation systems and the expanded nature of information process fosters continued growth in international trade. Markets no longer have geographic boundaries, and coordination of global business strategies is a workable reality. Government Actions: Governments, working with t he WTO, have significantly lowered barriers to world trade. Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

윤리: 무엇이 옳고 그른지를 판단하기 위한 윤리적 규범들의 집합 어떤 철학과 개념이 개인의 윤리기준을 형성하는가? 공리주의: 사람은 최대다수의 최대행복을 창출하게끔 행동하여야 한다 정의: 사회에 널리 퍼져있는 규범들에 따를 때 공정하다고 판단되는 행위를 말한다 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

조직이 윤리적 행위에 영향을 끼치는 방법 경영자들과 관리자들의 모범사례를 통한 지도 경영윤리 교육프로그램의 제공 조직이 윤리적 행위에 영향을 끼치는 방법 경영자들과 관리자들의 모범사례를 통한 지도 경영윤리 교육프로그램의 제공 공식적 윤리규범의 제정: 동료 임직원, 고객, 납품업체를 향해 임직원이 보여야 할 책임과 행동의 관점에서 회사가 임직원들에게 기대하는 행위에 대한 지침서 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

기업의 사회적 책임 사회적 책임: 사회 전체의 복리를 위한 기업체의 관심으로서 법이나 계약이 요구하는 선을 넘어서는 자발적이고 광범위한 의무들로 구성 기업의 사회적 책임 피라미드: 경제적 책임, 법적 책임, 윤리적 책임, 박애적 책임 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

이해관계자에 대한 책임 직원에 대한 책임: 청결하고 안전한 작업환경 제공, 권한위임을 통한 자긍심 제고 고객에 대한 책임: 훌륭하고 안전한 제품과 용역을 제공 사회에 대한 책임: 훌륭한 기업시민, 환경보호, 훌륭한 직장 제공, 자선행위 투자자에 대한 책임: 적절한 수익 보장, 사회적 투자 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved

기업윤리와 사회적 책임의 최근 동향 전략적 기증: 자선행위를 기업의 사명이나 목표에 가깝게 연계시키며, 자선행위의 대상을 회사가 활동하는 지역 내에서 선정 고용인과 피고용인의 새로운 사회적 계약: 피고용인들도 어려움의 일부를 감내하고 조직에 가치를 보탤 방법을 찾는다 국제적 차원의 경영윤리와 책임: 해당국가의 관습을 이해, 의사결정에 해당국가의 이해관계자들도 참여시켜야, 납품업자들이 인권침해에 관여하지 않도록 관리 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved