Reseña

The expansive process of globalization has influenced the modern businessmen to acquire
managerial skills that are not only focused on selling products because the circumstances
surrounding the current business situations demand many other abilities from the
managers and they have to be applied when it’s time to negotiate with the commercial
partners of the border countries, regional, international and multinational companies.
This implies, among many other things, to know the culture, consumer habits and social
habits, without leaving aside the different ways of negotiating according the region or
country where we’re at.
Other very important abilities are the ones related to the day to day topics, this means
that the global manager always has to be familiar with the situations of the daily life,
along with the proficiency of foreign languages. Both competencies are essential and the
universities are making all the efforts to prepare the best XXI century professionals.
This book was designed under these criteria, it’s been written in english and spanish
because they have been recognized as the business languages, and it covers the latest
business topics such as the importance of the country brands in the international contexts;
the importance of the wine industry and its growth strategies in high production countries
analyzing the case of Spain; the economical, structural and institutional potential of Asia,
and the cooperation among nations and regions for a mutual growth.
The goal of this book is to be useful for the university students of Ecuador, especially for
the students of Universidad Internacional del Ecuador (UIDE), who are acquiring the
necessary knowledge from the science in order to become, in a near future, the directors
or managers that will run the destiny of the country.