UNIT
7
Cultures
TH E PLACE OF ENGLISH
�"f"l
•
.
. ·· ,
l
•
...t.
Before you read
What is the place of the English language in your country? How many
people speak it? Who uses it?
Reading
Read this article from th e Financial Times and answer the questions.
FT
e e 0
LEVEL OF DI FFICULTY
The difficulties of cross-cultural communication
by William Barnes
-i
m
X
-i
to
)>
z
English
has
compared
frequently
to
Latin,
flourished for centuries
"
5
been
speakers - who have never been
which
challenged to acquire the ability
as they think they do.' says this
to
continental
as
an
35
to overcome what may be, by
international norms. their personal
is
.w
language
lt
not
As a first language. English has
amount
already peaked - the number of
to
native speakers is growing, but
75
not nearly as fast as non-native
o f trust or friendship.
speakers. There are many experts
used to be thought i n the
who say that the flllure of English
a guarantee
45
who have forgotten how to switch
between their social personalities.
common
mutual comprehension, let alone
is that non-native speakers may
high days of the British empire
is
be better at using English with
that everything worth knowing
centre of the world shifts east.
each other than native speakers.
could be known in English. We
Graddol,
an
applied
so
uncerta i n ,
as
the
economic
Nevertheless, its current global
are more likely to feel these days
usc appears as strong as ever.
that a language carries with i t
China alone adds 20 million to
it
certain cultural baggage, ways of
the global community of English
that native speakers must be best
thinking that cannot be ex pressed
at communicating in English.
That may not be true. I n fact ,
well in another language.
l i nguist and consultant, observes:
'Conventjonal
wisdom
has
native speakers may be poor at
u s i ng
so
A man
55
Engl i sh as an international
language.
What
is
more,
the
who
runs
a
speakers
ss
native
every
English
have worked
design
year.
Many
speakers
in Asia w i l l
who
not
company in Bangkok thinks that
necessarily accept Mr Graddol's
fore ign-educated Thais often do
warning about the 'native-speaker
problem · ,
while
accept ing
not fit well into his work teams.
presence o f native speakers may
'They think that because they are
hinder communication within a
group of non-native speakers.'
fluent in the "global language",
they somehow know all the
his
idea
that
cross-cultural
communication is a tricky thing.
A matter of more than just
research
secrets of the world. ln acquiring
language.
shows that, whereas intelligibility
an "international" culture. they
Mr
138
docs
a
ambition. l t i s a language that in
David
30
speaking
European. who has
years. They are, he explains . Thais
10
wo rking in Asia will agree that
merely
essent ial skill of any manager with
from its origins. One consequence
often don ' t communicate as well
worked in Asia for more than 30
usagc. lt is likely that any manager
some ways is becoming separated
25
to
'foreign' speakers - may strugg le
lingua franca, as it becomes the
20
clear
becoming a shared resource for
rap idly becoming an i nternational
15
themselves
international language, even after
the collapse of the Roman Empire,
much of the g lobe . English
10
make
65
Graddol
says
c,o
is the most important thing for
have lost some of their cu lt ural
non-native
yardsticks
speakers,
native
and
90
consequently
Scanned for Agus Suwanto
© Pearson Education Li m i te d 2010 PHOTOCOPIABLE
TEXT BANK ... ... UNIT 7
1 Look at how the expressions in italic are
used. True or false?
a) If something flourishes (line 3), it is successful.
a) countries that used to belong to the U K
b) A shared resource (line 6) can only be used by
b) ways o f thinking that belong to a particular
one person.
A lingua franca (line 9) is only spoken by a small
number of people in one country.
The origin (line 1 3) of something is where it
comes from.
A native speaker (line 1 6) of a language learns it
as their first language.
Conventional wisdom (line 19) consists of
opinions that only a few people believe.
Someone's presence (line 26) in a place refers to
the fact that they are there.
If something hinders (line 27) something else, it
helps it.
c)
d)
e)
f)
g)
h)
2 Complete the table with words from
paragraphs 2 and 3, and related words.
noun
adjective
. . . . . . . . a)
convention
present
.......
intelligible
. .
able
.
.
.
. . . .
. . .
5 Find two-word expressions in paragraphs 4
and 5 that mean the following.
.
. .
.
. . .
.
. .
.
. .
b)
. . . .
c)
.......
.
d)
e)
native
.n
person
.
g)
. . . . .. . . . .
foreigner
comprehensible
.......
. .
h)
3 Now match the adjectives in Exercise 2 to
their meanings.
a) understandable (2 expressions)
b) usual
c) relating to an individual
d) referring to someone from a particular place
e) not from the speaker's country
f) not absent
g) capable
4 What is the most important point in
paragraphs 1 and 2? Choose the best
summary.
country, group, etc., that might not be helpful in
another country, etc.
c) a language spoken all over the world
d) way of judging things in a particular country,
group, etc.
e) someone from Europe but not the U K or
Scandinavia
f) the way someone behaves differently depending
on the context
6
What, according to someone in paragraph 5
who manages a team of them, is the problem
for the members of a particular national
group who speak good English?
7 Answer these questions using the words
given and information from paragraphs 6 and
7 of the article. (The first one has been done
for you as an example.)
Is ...
a) the num ber of English speakers rising as fast as it
was? - No, it h«$P.�(l.k�t;l..
b) the centre of economic power moving? ­
Yes, it . . . . . . . . . .
c) English declining as a world language? No, its . . . . . . . . . .
d) the number of English speakers in China rising? Yes, it . . . . . . . . . .
e) David Graddol right about the 'native-speaker'
problem? - Not necessarily, but it's true
that . . . . . . . . . .
Over to you 1
'Non-native speakers may be better at using English
with each other than native speakers.' Do you agree?
Why? I Why not?
Over to you 2
How long will it be before English is replaced as the
world's lingua franca? What will replace it? Give your
reasons.
a) English is like Latin, as it is now spoken
everywhere and is used as a language of
international communication.
b) Most people think that native speakers are the
best speakers of English, but this may not be
true when considering English as a language for
international communication.
c) Some native speakers make great allowances
when they speak with non-native speakers and
are careful to avoid using unusual expressions.
PHOTOCOPIABLE
Scanned for Agus Suwanto
© Pearson Education Limited 2010
139
UNIT
7
Cult u res
LIVI NG A N D WORKI NG A·B.ROAD
�"
.!..
'
lh'
.,
-
Before you read
Would you find it easy to live and work in another country?
Why? I Why not?
Reading
Read this article from the Financial Times and answer the questions.
FT
e e 0
LEVEL OF DIFFICULTY
Moving experiences
-1
'""
by Pauline Harris and S i mon Kuper
X
-1
OJ
)>
z
;::;
I
once
travelled around Japan
with a British friend who was
living there. Each new Japanese
s
without a credit card, you will
will come and that i t happens to
not exist. To survive. you should
a lot of people should help you
emigrate
to find any address in Tokyo? -
documents
made me want to go home. But
possibly need and hire a relocation
says
agent. especially if your company
of M R I
is paying. These people can do
France. Otherwise even calling
35
the Japanese grammar book that
he
carried
60
could
·The language i s fundamental,'
Martine
Ruiz,
Relocation
Manager
in
Lyons.
everything from putting your new
How to learn it? Make a lot of
with you at your rented k i tchen
time. Take a course before you
40
�s
table as you burst into tears.
a plumber will
be a torment.
leave. I n vest in audio or video
tapes. Find a small, local language
' You will do things wrong: it"s
had yet to make. I now see that he
normal,' says
was the perfect expatriate. Many
of Statim Relocation in Madrid.
good. Hire a personal tutor. Carry
'In
a
years later, he is still happy i n
Tokyo.
45
About 200 million people, or 3
our
Soledad Aguirre
intercullllral
programmes.
there ·s
10
trammg
a
school. many of which are quire
bilingual
where.
classic
in
curve at two or three months,
Paris
when
already l i v e outside their home
down and people find themselves
countries,and relocation continues
in this hole.' adds Cathie Estevez
with
of
Swift
an
in
Munich.
its own oddities.
fn
so
Germany,
the excitement has died
Relocation
'The
difficulties
of l i fe in a new country have
the
become a real ity and they feel
it's
hard
tO
arrange for cooked dinners to
be delivered. In the US, without
an American credit h istory. you
ss
also
French
every
teachers
recommend
the
school " : i n other words. living
Service
childcare is hard to come by. I n
Netherlands.
7S
dictionary
Some
ecole flori:o111a/e. Or 'horizontal
per cent of the world's population.
to rise. Each country presents
140
orficial
you
apartment in their names to sitting
the whole country as a friend he
25
more
than
everywhere. try to
and then i nterpret it in the most
20
with
understand the Japanese reasoning
generous way possible. He treated
1s
get through i t .
problem - why was i t impossible
my friend would look up from
10
home again. Knowing that this
might not get a credit card. and
30
a
native
w
local.
instant
friends.
irritating
This
route
work
is
to
your
also
meeting
partner's
colleagues
and
potential mothers- in-law.
they"ve made a bad mistake. B u t
after seven or eight months.
people tend to start feeling at
Scanned for Agus Suwanto
© Pearson
Education
Limited 2010 PHOTOCOPIABLE
r'
�
�
�
\
�
f!A
�
�
�
\
�
\
�
�
�
�
�
�
�
�
�
�
�
r:'
r'
TEXT BANK ... ... UNIT 7
1 Look through the whole article for people
who are mentioned. True or false?
a) The name of the British person living in Japan is
not given.
b) Soledad Aguirre works for an organisation in
Spain that helps people to move to other countries.
c) She thinks that people should be careful not to
make mistakes in other countries from their first
day onwards.
d) Cathie Estevez works in Germany for another
organisation offering intercultural training
programmes.
e) Martine Ruiz works for the same organisation.
f) Her advice is specifically about learning the local
language.
2 What is the main message of paragraph 1?
Choose the best one.
a) Finding addresses in Tokyo is difficult, so you
should always carry a street map with you.
b) Japanese is difficult, so you should always carry a
grammar book with you.
c) Adapting to a new culture is difficult, but you
should always be as open as possible.
3 Find nouns in paragraphs 1 and 2 that mean
the following.
a) someone who lives and works abroad
b) moving to live and work somewhere different
c) things that are strange
d) the services of people, organisations, etc. that
look after children
e) someone's record of repaying loans
f) someone whose job is to help people to move abroad
4 Which of these are not mentioned in
paragraph 2?
Cultural difficulties relating to ...
a) financial services.
b) food.
c) finding work.
d) childcare.
e) finding somewhere to live.
f) meeting people.
5 Use the expressions in the box to replace
those in italic in the extract so as to keep the
same meaning.
•
•
•
•
•
•
be officially recognised as living in the country
use the services of
start crying
be able to live
difficult to obtain
move to the new country
PHOTOCOPIABLE
In Germany, childcare is hard to come bya> . l n the
Netherlands, it's hard to arrange for cooked dinners
to be delivered. In the US, without an American credit
history, you might not get a credit card, and without
a credit card, you will not exisf:b>. To survivec>, you
should emigrated) with more official documents than
you could possibly need and hiree> a relocation agent,
especially if your com pany is paying. These people
can do everything from putting your new apartment
in their names to sitting with you at your rented
kitchen table as you burst into tearsn.
6
Answer these questions using the words
given and information from paragraph 3 of
the article.
When you move abroad,
a) will it be possible to do everything right? No, you will . . . . . . . . . .
b) how might you feel after two or three months?
- In a . . . . . . . . . . This is all part of the . . . . . . . . . that
people follow.
•.•
c) will you definitely feel, after a few months,
that you've done the right thing? - No, you
might . . . .
. . .
.
.
.
d) how will you feel after a few more months,
if your experience is typical? - At . . . . . . . . . .
e) how will knowing what other people feel about
the experience help you? - It should
. . . . . . . . . •
7 In which order is this advice given in
paragraph 4?
a) Buy a self-study language course.
b) Find a language school.
c) Find a one-to-one teacher.
d) If you don't learn the language, even calling
someone to make repairs to your house or flat
will be very difficult.
e) You will meet other people as well!
f) Moving in with someone might be the best way of
learning the language.
g) Take a dictionary everywhere you go.
h) Learning the language is extremely important.
Over to you 1
Give some advice to someone coming to live and work in
your country.
Over to you 2
What advice would you give to someone learning your
language:
a) in your country?
b) outside it?
Scanned for Agus Suwanto
© Pearson Education Limited 2010
141
UNIT
8
H u m a n resources
TH E RAPEUTIC CON S U LTANCY
.
·�·r .
Before you read
Are there any easy ways of telling employees that they are being
fired?
Reading
Read this article from the Financial Times and answer the questions.
FT
e e 0
LEVEL OF DI FFICULTY
Helping workers manage b ad news
---4
by Emma Jacobs
><
---4
tD
)>
z
two words that came to mind
economic
when Professor Binna Kandola, a
Bruce Irvine, Executive D i rector
m
'Anxiety'
and
' paralysis'
5
suggests.
was
redundancies.
frozen,
their
not
take
more
to understand
why
people arc
simply
that
has
work
' I n times of recession, people
45
1s
Sebastian
the difficulties that lie under the
Executive
mental energy goes into worry -
su rface and prevent people from
distributor
gelling on with the task in hand.·
energy that is d i verted from our
job.'
so
So how can managers support
has
take
behaviour
shown
than
not
to
examine
tried-and-tested approach .·
Director of the TCS. 'We try to
Uncertainty is stressfu l . A lot of
fall
He
ways
to
improve.
· Team
leaders may just go back to a
get teams to address some of
will
repeat
been
rather
apart.
marriages
agrees.
work
fright at the economjc downturn
penny of revenue counts.
can behave defensively in order
their
10
and
care
organisations
and
to avoid reality.' says Judith Bell,
then
Irvine
will suffer at a time when every
to
tend
Dr
witnessed
not
lose their
' people
home,
do
work effectively and performance
Such a response is common, he
job,
organ isations
conditions, employees will
the
.to
they ' l l
if
leaders
to
manage anxiety in tough trading
making
imagine that
so
Chief
Parsons.
of
Elysia,
of
Dr
beauty products. will
the
UK
Hauschka
be using
Described as the 'coaches i n
the Grubb Institute to help him
white coats' b y one investment
motivate his staff and survive
an
bank. TCS draws on therapeutic
the downturn. The challenge is
economic downturn? Therapeutic
models to examine employees'
to come up with new ways of
the
workforce
consultancies
through
in
the
behaviour at work. It has worked
UK,
such as the Grubb Institute of
ss
ss
marketing
to
customers
with
less money to spend. Aggressive
with organisations ranging from
the
government bodies to Mars, the
methods
Tavistock Consultancy Service,
offer some interesting answers
food group. and Morgan Stanley,
the investment bank.
productive and cause suspicion
of management - many of his
Behavioural
and
are
Studies
reporting
and
increased
demand for their services.
142
65
she
need
that was
redundancies,
30
fact.
may
harder to motivate them.
says. When managers announce
25
Dr
not performing well
remarks.
20
In
current
says
that,
35
employees and the managers,' he
1s
the
of the Grubb Institute. He says
'Everybody
10
in
climate.'
engineering services organisation
busi ness psychologist, visited an
"
for companies
were
Ms Bell says that, in highly
60
stressful
conditions,
people
'Managing a fearful workforce
often believe that 'aggressive or
is one of the greatest problems
bullying behaviour is justified·.
90
may
be
counter
employees have left companies
that
· treated
them
like
a
machine · .
Scanned for Agus Suwanto
© Pearson Education Limited
2010 P HOTOCOPIABLE
TEXT BANK
1 Look through the whole article to find the
names of:
a) a business psychologist.
6
... ...
UNIT S
Read paragraphs 8 and 9 and answer these
questions.
a) What is the danger for team leaders in an
b) two therapeutic organisations.
c) the Executive Director of one of these
organisations.
d) another director in this organisation.
e) a company and the name of a bank.
f) a company head, and the name of his company.
b)
economic downturn?
Why will Elysia be using the Grubb Institute?
7 What is the key message of the article?
Choose the best summary.
Therapeutic consultancy is used ...
a) for people who are being made redundant.
2 Complete the table by finding grammatically
related words in paragraphs 1 to 4 of the
article.
noun
ad jective
a)
.........
anxious
b)
.........
paralysed
c)
.........
redundant
.........
.........
d)
stressful
e)
energetic
therapy
.........
.........
g)
to assist organisations get through an economic
downturn by helping employees deal with the
psychological challenges.
c) to help managers to make employees redundant
without psychological problems for the managers
or the employees .
Over to you 1
Is it always possible to change the attitudes of people
in difficult situations such as redundancy? Give some
examples to support your opinion .
f)
uncertain
h)
. . . . . .. . . .
fear
b)
3 Now match the adjectives in Exercise 2 to
these definitions.
Over to you 2
What sort of consultancy or coaching would be the
most suitable for improving conditions in your own
organisation? Why?
a) out of work
b) not sure
c) causing worry, tiredness, etc.
d) very worried (2 adjectives)
e) unable to act
f) curing an illness, bad situation, etc.
g) active and hard-working
4 Read paragraphs 1 to 4 and decide if these
statements are true or false.
When redundancies are announced, employees ...
a) think it won't happen to them.
b) have extreme psychological reactions.
c) are unable to do their jobs properly and the
organisation's financial results suffer.
d) bring i n therapeutic consultants to help resolve
the difficulties.
5 Choose the correct alternative. Coaches in
white coots (lines so-51) implies that each
consultant is a combination of:
a) a bus driver and a surgeon.
b) a butcher and a dentist.
c) a trainer and a psychologist.
PHOTOCO PIABLE
Scanned for Agus Suwanto
© Pearson Education Limited 2010
143
UNIT
8
H um a n resou rces
H U MAN CAPITAL PLAN f•i i NG
-..
...;,:
•
•
.'
r
i
"t
"
Before you read
What's the best way of finding the right person for a particular job?
Reading
Read this book review from the Financial Times and answer the questions.
FT
e e e
LEVEL OF DIFFICULTY
The right people for the right jobs
by Morgan Witzel
-t
rn
X
-t
OJ
)>
The Diffe rentiated Workforce: Transforming Talent into Strategic Impact
(by Brian Becker. Mark Huselid and R ichard Beatty: published by Harvard Business Press)
z
�
For years, there has been much
30
talk about the 'war for talent ' .
The idea was that talented people
The
were a scarce resource for which
premise
companies had to compete. But
hiring talented
10
people
is
only
human
requirements
35
must
the
US
human
resources
follow
According to the authors, Sears,
the
on
retailer,
capital
believes
its
measures
carefully
levels
of
financial
performance.
truly effective. I f they are given
The next is to prepare a 'human
believes
its
the wrong jobs, with the wrong
40
that
The book's main impact is to
raise the idea that human capital
Instead,
financial
At M icrosoft, the case is put
quote
Out-of-date
HR
Nathan
Myhrvold.
the
company's former Chief Scientist,
needs to be planned and treated
systematically.
1s
as saying that ' the top software
developers are more productive
policies mean too many businesses
than average software developers
end
not by a factor of 1 0 times or I 00
rigorously,
Princi ple', promoting employees
times or even
to the level of their incompetence­
by 1 0 ,000 times·. As the authors
identify
particular
would
of
even
some
be better advised to plan more
when
companies
10
value
It
has
still more strongly. The authors
hiring and promoting people on
45
method
pred ictive
the strategy.
argue
customer satisfaction and overall
performance i n the future.
of talents will be able to carry out
authors
65
kinds of people with what kinds
how much potential talenl they
The
human
capital plan· that indicates what
pegs i n round holes, no matter
its
and
capital arc responsible for both
from strategy. The first step is to
identify the business's goals and
past performance is not enough.
where
talents
and
and
so
up
following
the
'Peter
I ,000 times, but
skills will be needed and then
or they end up full of clones where
find,
the
every employee is recruited and
enormous vari ation in perfonnance
right people for the right posts.
trained according to a set pattern.
cited by M icrosoft. but d i fferences
among
Differentiating
employees and investing i n the
one are common. especially i n
This
train
is
and
develop
neither
quick
nor
easy. The authors cite a senior
144
that
from
the strategy for reaching them.
the basis of past experience and
2s
starts
half the battle. They must be
have.
20
book
powerful i m pact on a business.
w
found jobs where they can be
things to do, they w i l l be square
15
to fi l l a responsible position i n a
complex work ing environment.
ss
executive at one I B M division
key ones means that talent should
as saying it takes at least two
operate in the right place at the
years to prepare an employee
right
time.
This
can
have
so
comment:
'Few jobs show the
in performance of 20- to 50-to­
s5
knowledge-intensive roles . '
a
Scanned for Agus Suwanto
© Pearson Education limited 2010 PHOTOCOPIABLE
TEXT BANK "'"' UNIT S
1 Find expressions in paragraph 1 to complete
these statements.
a) Someone or something useful that is hard to find
is a . . . . . . . . . .
b) Conflict among companies to recruit the best
people is referred to as . . . . . . . . . .
c) When a particular effort is only part of what is
required to reach a particular goal, it is only
d) People in the wrong jobs are . . . . . . . . . .
e) What people have done in previous jobs and the
way they have done it is their . . . . . . . . . .
�·
\
2 Put these steps into the correct order
according to paragraphs 2 to 4 of the article.
Companies should ...
a) train and develop the people who have been
found.
b) plan human resource requirements carefully.
c) identify the business's goals and the strategy for
reaching them.
d) find the right people for the right posts.
3 Choose the correct alternatives to replace
expressions in italic so as to keep the closest
meaning in the context.
a) The book's main impact ... (line 43)
b)
c)
d)
e)
i) collision
ii) hit
iii) message
... is to raise the idea ... (lines 43-44)
i) lift
ii) examine
iii) hoist
... that h uman capital needs to be planned and
treated systematically. (lines 44-46)
i) methodica lly
ii) superficially
iii) subjectively
Out-of-date HR policies ... (lines 46-47)
i) fashionable
ii) contemporary
iii) no longer relevant
... mean too many businesses end up following
the •Peter Principle', promoting employees to the
level of their incompetence . . (lines 47-50)
i) corruption
ii) inability to perform
iii) irrelevance
. .. or they end up full of clones where every
employee is recruited and trained according to a
set pattern. (lines 51-53)
i) people who are quite like each other
ii) people who differ from each other
iii) people who are exactly the same as each
other.
4 Find adjectives in paragraphs 6 and 7 that
mean the following.
a) very big (8 letters)
b) forecasting the future (10 letters)
c) relating to money (9 letters)
d) strong (8 letters)
e) frequent (6 letters)
f) doing a lot of work (10 letters)
g) relating to jobs where information is important
(9 letters-9 letters)
h) producing a particular result (l l letters)
5 Decide if these statements are true or false
according to the article.
a) Companies should train and develop all their
b)
c)
d)
e)
employees in the same way.
Sears studies its h uman resource function closely.
The review gives figures about the benefit of
human resource planning at Sears.
The figures for Microsoft show that the best
programmers are slightly better than average.
Other companies find differences in performance
that are similar to those at Microsoft.
Over to you 1
What are the arrangements for human capital planning
in your organisation, or one you would like to work for?
Over to you 2
... differences in performance of 20- to 50-to-one are
common, especially in knowledge-intensive roles
(lines 82-85). Do you agree with this? Give some
examples to support your ideas.
.
f)
PHOTOCOPIABLE
Scanned for Agus Suwanto
© Pearson Education Limited 2010
145
UNIT
9
I ntern ati o n a l markets
G ETTI NG I NTO N EW MARKETS
-.":;�,,.
Before you read
What are the leading brands of white goods (refrigerators, washing
machines, etc.) in your country?
Reading
Read this article from the Financial Times and answer the questions.
FT
e e 0
LEVEL OF DIFFICULTY
Panasonic enters European white goods market
by Robin Harding in Tokyo
-I
m
X
-I
OJ
)>
z
;;::
' I n the past, we had
To enter a mature and notoriously
competitive
recession
market
might
especially
during
seem
foolish,
that
'We
don't just
good at co-ordinating divisions,'
this case, we have environmental
In
In the context of Panason ic's
Overseas sales companies were
expected turnover o f Y7 ,750bn
Js
fed
products,
not
suitable.
and refrigerators on the European
divisions i n Japan. After 2000,
market
Panasonic
rcnccts
the
group's
Japanese
w i l l i ngness
.j()
from
a
number
European
brands
such
by
45
financial
¥380bn
-
European
year
loss of
appliance
its structure to cut overlap and
difference. The company's goal is
focus on profi tability - it now
to double current sales of €260m
made money for the past three
dominated
65
this
its forecast net
sales are unli kely to make much
European tastes.
market
($80bn)
changed
radically
closes any business that has not
a
technologies,' said Mr Otsuki.
- and
of
be completely redesigned to meet
The arrival o f such a deep-
ro
always
goods such as washing machines
up
($33 1 m) over the next five years.
10
However,
Panasonic
sees
years - and the company is on the
Europe as a stepping stone for
offensive abroad agai n .
white-goods sales in Russia and
The sale o f white goods
in
as
Europe is o n the direct instructions
Electrolux and Bosch and is set
of Fumio Ohtsubo, Panasonic's
the Middle East. on top of its
markets i n Asia. M r Otsuki said
75
the company was also considering
to be the first of many new areas
President.
that
company. the project has gone
abroad. such as hearing aids i n
China and other Asian markets,
Panasonic
invades.
That
Panasonic is able to make such
146
Europeans.
introduce ordinary products.
from the front, not the top. Yet
pocketed competitor w i l l shake
25
to
said Hitoshi Otsuki, the Director
electronics
20
strict
ofPanason ic 'soverseasoperat ions.
washing
to take risks. The products had to
1s
a
division system, but we were not
market
its
Panasonic's launch of large white
10
:10
machines
loads
when
a
In
the
from
conception
moves renccts the transformation
only
1 8 months. The move to
that
sell
the
almost
company, which
every
electrical
sells
and
electronic
product
in
Japan.
has
imaginable
undergone
over
I0
the
past
so
years.
ss
to
launch
111
white goods in Europe i s
backed
by
the
revamped
while
so
there
of
other
was
products
i n terest
from
buyers. including i n the UK. for
belief
its new fuel cell-based systems
that it has an edge in green
technologies. such as low power
that generate heat and power at
home.
consumption.
Panasonic · s
launch
that
will
appeal
Scanned for Agus Suwanto
© Pearson Education Limited 2010 PHOTOCOPIABLE
TEXT BANK ... ... UNIT 9
1 Look through the whole article to find two
businessmen. Who are they, and what are
their jobs?
�
\
2 Use appropriate forms of expressions from
paragraph 1 of the article to complete the
answers to these questions.
a) Is it easy to make money in the European whiteb)
c)
d)
e)
f)
goods market? - No, ifs very . . . . . . . . . .
Is it wise to try to enter this market? No, it may be . . . . . . . . . .
Is this market growing fast? - No, ies . . . . . . . . . .
Does Panasonic avoid taking risks? No, it has a . . . . . . . . . .
Do most Europeans prefer top-loading washing
machines? - No, they . . . . . . . . . .
Is Panasonic going to sell the same products
as in Japan? - No, the products . . . . . . . . . .
3 Choose the alternative with the closest
meaning to the expression in italic.
a) The arrival of such a deep-pocketed competitor ...
b)
c)
d)
e)
f)
(lines 1 5-16)
i) well-dressed
ii) long-established
iii) well-funded
... will shake up a market ... (lines 1 6-17)
i) stabilise
ii) transform
iii) grow
... dominated by European brands such as
Electrolux and Bosch ... (li nes 1 7-19)
i) where European brands sell the most
ii) where European brands are less successful
iii) where only European brands are sold
... and is set to be the first of many new areas that
Panasonic invades. (lines 19-2 1)
i) withdraws from
ii) starts to sell to in large quantities
iii) does research i n
That Panasonic i s able to make such moves
reflects the transformation that the company, ...
(lines 21-24)
i) shows
ii) denies
iii) contradicts
... which sells almost every electrical and
electronic product imaginable i n Japan, has
undergone over the past 10 years. (lines 24-28)
0 imposed
ii) overcome
iii) been through
5 Read paragraphs 4 and 5 and decide if these
statements are true or false.
a) Panasonic•s Overseas Sales Director decided to
sell white goods to Europe.
b) The project took one and a half years to put into
action.
c) Panasonic•s managers think that it is better at
producing environmentally friendly products than
some other companies.
d) Panasonic's President is quoted talking about
these technologies.
e) One example given of an environmental
technology is in relation to the amount of
electricity that their products use.
f) Panasonic thinks it might be difficult to attract
Europeans to these products because tastes are
different there.
g) The company is expected make a loss this year
but it will be less than a tenth of sales revenue.
h) In five years, the com pany hopes to have sales of
about €520 million in Europe.
6 Find expressions in paragraphs 5 and 6 with
these meanings.
a) an intermediate stage (two words)
b) devices to help people to hear better (two words)
c) devices to produce energy (four words)
d) electricity (one word)
e) in addition to (three words)
f) objective (one word)
g) selling products for the first time (one word)
h) to produce (one word)
Over to you 1
What other consumer goods are modified to reflect
different tastes around the world? (Product size,
characteristics, etc.)
I
i
L..::.�
._:: - -
Over to you 2
What information and advice would you give to a
white-goods manufacturer trying to sell in your country
for the first time? (Main competitors, sales outlets,
pricing, etc.)
4 Read paragraph 3 and answer these
questions.
a) Why was Panasonic less competitive globally?
b) What did it do to compete more effectively?
PHOTOCOPIABLE
Scanned for Agus Suwanto
© Pearson Education limited 2010
147
UNIT
9
I nternational m arkets
B U S I N ESS-TO-BUS I N ESS E-COMMERCE
.�
'- .
.
-,..
·: _:·
..
Before you read
How important is e-commerce in your country for:
a) consumers (for example, eBay and Amazon)?
b) business-to-business?
Reading
Read this article from the Financial Times and answer the questions.
FT
LEVEL OF DIFFICULTY
e e 0
Alibaba
by Kathrin H i l le
Every time a salesperson at online
trading
s
site
Alibaba
signs
up
30
million
triumph. B u t today they have been
model
is
the
assumption
A l i baba's
o f its
business
-
28.7
registered
users
are in its home market. To soften
60
the blow. Alibaba has provided
loans
The key to A l i baba's business
in excess of R m b I bn to
SMEs that would otherwise have
that
struggled to get money.
online
small
and
medium-sized
enterprises (SME) are those that
trading platform for businesses,
can benefit most from the Internet
is being interviewed in the open­
because it gives them access to
geographic
plan office. If Mr M a feels most
buyers they would otherwise only
financial crisis, we were helping
the
world's
largest
35
B u t a bigger change for Mr Ma's
C> s
company i s the group's shifting
focus.
meet at trade shows. With access
China's
we are thinking about helping
closest to what the 44-year-oJd
a l s o reduces their dependency o n
has been doing over the past 1 5
market-dominant clients.
of the I nternet and convincing
Now
SMEs in the other parts of the
world.
Help
them
sell
across
Wal-Mart,
the nations. Help them to sell
these big-size buyers, k i l led a
to China,' he says. ' I n the next
'Companies
45
10
abroad.
this
to a wider pool of customers, i t
-10
products
' Before
it is because their work comes
years: preach ing the importance
like
lot of SME
products on Alibaba 's business-
M a . ' B u t now most o f the S M E
to-business e-commerce website.
buyers and sellers started to do
a global platform for SMEs to
business
exchange products.'
registered users worldwide and
generated
revenues
of
so
-
Although
is
ss
so
others,
far
a
China's
so
economy
faring
better
than
domestic
trade
has
pure China exporting centre to
In
the past
s i x months, Alibaba has made
because of the Internet. So 1 think
43 per cent
intends to hire another 4,500 this
1s
world
believe small is beautiful.'
up from the previous year. The
group employs 1 2 ,000 people and
throughout the
Mr
the world has moved. 1 strongly
2.2bn
renminbi ($322m) i n the first n i ne
months of last year
buyers,' says
1 0 years, we are moving from a
companies to pay for offering their
Today, A l i baba has 36 million
148
leading
which Mr Ma founded in 2003.
comfo11able next to his sales force,
25
China's
consumer e-commerce platform,
of
20
Taobao,
entire sales department cheers i n
Jack M a , founder and chairman
15
of
and
an imp011ant new account, the
asked to keep the noise down, as
10
year. It also controls Yahoo China
big
push
in
this
direction
with a programme called Export
to
China,
which
offers
non­
Chinese sellers vi.rtual Chi nese­
language storefronts.
slowed, affecting a large chunk
Scanned for Agus Suwanto
© Pearson Education Limited 2010 PHOTOCOPIABLE
TEXT BANK .... UNIT 9
1 Look through the whole article and match
the figures to the things that they refer to.
1
a) jack Ma's age
12,000
2 15
3
4
5
6
7
b)
the number of employees at
Alibaba
28.7 million c) the number of years Alibaba
has existed
d) the number of people to be
44
recruited by Alibaba this year
4,500
e) the number of Alibaba's
registered users in China
f ) Alibaba's revenues for the first
36 million
three quarters of last year
$322 million g) the number of Alibaba's
registered users worldwide
2 Find expressions in paragraph 1 of the
article that mean the following.
a) workplace without walls
b) telling people about the benefits of something
c) shout with joy
d) relaxed
\
extract below with an appropriate form of
one of the expressions in the box.
•
supply
•
reduce the negative effects
•
perform
•
part
•
internal (used twice)
•
find it difficult
Although China's economy is so far faringal better
than others, domesticbl trade has slowed, affecting
a large chunkcl of Alibaba's business - 28.7 million
of its registered users are in its homedl market. To
soften the blowel, Alibaba has providedfl loans in
excess of Rmb1bn to SMEs that would otherwise
have struggledsl to get money.
5 Combine the words in the box below to make
expressions from paragraph 6 that refer to
the following.
a) websites in Chinese for companies outside China
who want to sell there (4 words)
e) persuading
b) suppliers not based in China or run by Chinese
g) group of salespeople
c) changing emphasis on different parts of the world
f) between companies rather than consumers
�
4 Replace each expression in italic in the
h) get a new customer
i) be quieter than usual
3 Read paragraphs 2 to 4 and decide if these
statements are true or false.
a) Alibaba's revenues for the whole of last year will
be less than Rmb2 billion.
b) There are nearly seven renminbi (Rm b) to the
dollar.
c) The increase in revenue in relation to the previous
year is more than 40 per cent.
d) By the end of this year, Alibaba will employ nearly
17,000 people.
e) Jack Ma's group only deals with business-to-
business e-commerce.
f) Alibaba gives small businesses access to a larger
number of customers.
g) The customers that SMEs can find on Alibaba
are the same ones that they would meet at trade
fairs.
h) SMEs until now have relied on a few, very large
customers.
i) Large buyers in the past pushed out smaller ones.
j) The world has changed, according to Mr Ma.
PHOTOCOPIABLE
(3 words)
d) a website that has users all over the world
(2 words)
e) a website used only by companies based in China
that want to sell abroad (4 words)
f) a period when banks do not lend, businesses go
bust, people lose their jobs, etc. (2 words)
virtual
storefronts
shifting
sellers
pure
platform
non-Chinese
language
global
geographic
centre
financial
exporting
crisis
Chinese
China
·:·; :)):: :.
0�1
' �/: /?/\''! ·'
':,·:·: : :�:·::'·:// :. .
·. :
,' . / ·
. } .:,;:.:.·
· ·,'
:�j;;i ; 1:t
jJ
focus
. ,, .
Over to you 1
Imagine that you work for an SME. Would you use the
Internet to buy supplies, equipment, etc. from another
SME that you had never heard of in another country?
What guarantees would you require?
Over to you 2
In what ways has the Internet made it easier for small
companies to do business, apart from e-commerce?
Scanned for Agus Suwanto
© Pearson Education Limited 2010
I
people (3 words)
149
UNIT
10
Eth i cs
-··r-. .,/;
ETH ICAL CVS
.
:.�
Before you read
In some places, employers are using Google to check the information
in job applicants' CVs. Is this reasonable? Why? I Why not?
Reading
Read this article from th e Financial Times and answer the questions.
FT
e e 0
LEVEL OF D I FFICULTY
Beware the risky business of resume fraud
by Jonathan Guthrie
-f
m
X
-f
tiJ
)>
z
Recent research by the Chartered
Institute of Educational Assessors
"
s
banker
or lied on a curriculum vitae.
d i rector.'
applicants
clements applicants may safely
The level of lying i s increasing
close up suspicious gaps in their
leave out. Date of birth is one. I f
you arc over 4 0 , you w i l l increase
35
Third,
need the money' i n an application
oo
employmelll history. In one case
competition for jobs rises. lt was
investigated by Krol l . a candidate
the same during the downturn
turned out to have spent a three­
o f the early 1990s. A journalist
month gap in prison for fraud.
your chance of an interview by
c.s
leaving this out. You w i l l not get
the job, but at least there will be
How can the honest candidate
.w
for a new job. There are other
free coffee and biscuits.
compete? A newspaper job advcrt­
What troubles me most about
isemem can auract up to 700
lying on resumes is that those
e x p lai ned a year of total inactivity
applicants, reports Owen Morgan
by telling possible employers that
of
he had been writing a guide to the
consultancy. A junior HR officer
academic
will typically reduce these to a
Patrick l mbardc l l i , Asia boss of
wild nowcrs of the Pyrenees.
�5
Penna,
a
human
10
resources
Charles Thomas of Kroll, a
long list, spending no more than
company whose services include
I 5 seconds examining each CY.
who
have
done
very
good
at their jobs.
qualifications
it
I nterContinental
75
exposed
as
are
often
Hotels,
false
only
The
of
were
during
job
Or they may simply do a key­
routine
applicants, says that inaccuracies
word search on CYs submitted
was
Colleagues described Neil Taylor,
background
checks
on
electronically.
Kerwin
groups. First, there arc honest
counsellor
HR
mistakes, typically made when
Fairplace,
on CYs divide into three main
so
at
Hack, a
therefore
suggests
candidates mix up dates. Second,
using phrases from the job ad i n
the CY.
ss
when
to
the
he
board.
fake degree got h i m a
£ 1 1 5 ,000 salary as the Chief
Executive of a large UK hospital
group, as highly competen t ' .
•
When
Hack,
Ko
checks
promoted
whose
consultancy
there is deliberate lying about
qualifications. Mr Thomas says:
'A I ie told 20 years ago to get a
150
investment
has become a successful finance
was entirely fake. Another friend
25
from using the words 'I rea lly
he swi tches jobs, even though he
his degree from a top university
20
redundant
reality. So he tells it again when
found that 30 per cent of job
colleague admjtted to me then that
15
job can become part of the liar's
applicants embellished the truth
as unemployment increases and
10
JO
I
he
last encountered Mr
was
discouraging
a
Scanned for Agus Suwanto
© Pearson Education Li m ited 2010 PHOTOCOPIABLE
TEXT BANK ... ... UNIT 10
1 Look through the whole article and find
these expressions related to lying.
a) Someone who tells lies is a I. . . . . . . . . . . . . . . . . . . . . . . . .
b) If someone 'improves' their exam results,
previous job performance, etc., they
•
. . . . . . . . . . . . . . . . . . . . . t. . . . . . . . . . . . . . . . . . . . . . . .
e
.
. .
•
t. . . . . . . . . . . . . . . . . . . . . . . . .
•
c) Something that is not true or genuine is
fa. . . . . . . . . . . . . . . . . . . . . . or fa . . . . . . . . . . . . . . . . . . . . . . . .
.
.
.
d) A period on a CV that is not explained may look
like a r. . . . . . . . . . . . . . . . . . . . . . 9· · · · · · · · · · · · · · · · · · · · · · · · .
.
.
2 Look through the whole article again and
find six examples of lying on CVs and the
people responsible for them.
3 Look at paragraph 1. Why is the amount of
lying on CVs increasing?
4 Read paragraph 2 and answer these
questions.
a) What are the three types of false information
on CVs?
b) Which of these involve actual lies?
c) What can be done to see if lying has occurred
(two possible expressions of two words each)?
5 Read paragraph 3 and decide if these
statements are true or false.
a) A newspaper job advertisement might get over
b)
c)
d)
e)
7 Use appropriate forms of the expressions
in the box to replace those in italic in
the extract below so as to keep the same
meaning.
700 applications.
All the applications are looked at in detail.
The applications are reduced to a long list.
The CVs in the applications may only by looked at
by doing word searches on a computer.
It isn't good to use expressions from a job
advertisement in the application.
•
•
university
make (someone) a director
show to be
bother
extremely good at (one's) job
What troublesa> me most about lying on resumes is
that those who have done it are often very good at
their jobs. The academich> q ualifications of Patrick
lmbardelli, Asia boss of I nterContinental Hotels,
were exposed asc> false only during routine checks
when he was promoted to the boardd>. Colleagues
described Neil Taylor, whose fake degree got him a
£1 1 5,000 salary as the chief executive of a large U K
hospital group, a s 'highly competent'e>.
Over to you 1
Is it acceptable in your country to leave out one's date of
birth and marital status (single, married, divorced, etc.)
from your CV? Why? I Why not?
Over to you 2
How much should employers take account of each of the
following when considering someone for a job?
a) The overall look of their CV
b) Their experience
c) Their qualifications
d) Their performance at the job interview
Give your reasons.
6 Read paragraph 4. What two things should
applicants leave out from their CV?
PHOTOCOPIABLE
Scanned for Agus Suwanto
© Pearson Education Limited 2010
151
UNIT
10
Eth i cs
,:
WHISTLE BLOWERS
-
..J......!!
Before you read
A whistleblower is an employee who tells the authorities about wrongdoing in their organisation.
What cases of whistleblowing have you heard about or could you imagine in these industries?
a) airlines b) chemicals c) cars d) banking
Reading
Read this article from the Financial Times and answer the questions.
FT
e e 0
LEVEL OF D I FFICULTY
What whistleblowers should know
b y Michael Skapinker
The House o f Commons Treasury
they did not expect. Long after
Committee has been examining
the
the management of UK banks
5
about all the injustices you have
In evidence to the committee, Paul
them.'
the story, not for yourself.'
Mr Moore was i n a far stronger
position
.w
blow
the
Mr Moore followed that advice,
10
which is why his intervention at
whistle
the Treasury committee was so
HBOS employee. H e was Head
devastating. But he made plenty
Group
Regu latory
Risk.
of enemies
previously
along
the
way. A
unpublished
review
the
That meant that it was his job
res ignation of Sir James Crosby as
to point out the risks the bank
of his departure by accountants
led
to
75
was running. HBOS made him
KPMG accused h i m
Services Authority. the regulator
redundant after a restructuring.
matters
of the UK banking industry. I t
He
way ' .
was S i r James, at that time HBOS
under
Chief Executive, who had forced
laws and reached a 'substantial'
Deputy Chairman of the Financial
Mr Moore out of h i s job at the
45
so
Accountability
Project,
organisation
that
whistleblowers, has a
anyone
else
a
whi stleblowcr
order
that
happened.
but
gagging
to suffer. It warns that whistleenormous
would
' We l l , they
wouldn't they?'
The
first
dramatic
Moore's
lesson
response:
say
that,
of whistle­
blowing is that people will try
to
s5
discredit
you
so,
hard
as
it is, keep your cool. The second
i s : after every discussion, e-mail
Public Interest Disclosure law.
The
lesson
management
oo
for
is
even
corporate
c learer.
When you start receiving polite
e-mails telling you the company
or incompetence, but they need
oo
of 'stating
overly
a note repeating your concerns.
pointing out cases of corruption
think hard before
Mr
an
whistleblowers
against
employer's
you do because you are going
so
prevented
Whistlcblowers are essential i n
wrongdoing:
an
protection
of
an
'pay
dismissal
in
have no force under the UK's
orders
55
message
thinking
exposing
blowers
unfair
settlement. He had agreed to a
had
US
supports
for
him talking publicly about what
Few whist leblowers enjoy such
sweet revenge. The Government
for
sued
gagging
bank.
152
to
advocate for
an
than most. He was not just any
of
Mr Moore's evidence to the
committee quickly
JO
It advises whisteblowers on how to
deal with the media: ' Do not talk
been through . Be
it was expanding too fast.
25
65
your
will remember what you did to
ago to HBOS, the U K bank, that
20
forgotten
brave actions, your former bosses
J5
time of his warnings three years
15
has
leading up to the banking crisis.
Moore spoke publicly for the first
10
public
to know how to go about i t .
is
Whist leblowers can b e extremely
pay attent ion. You may see the
bitter
about
their
The Government Accountability
for their actions - often a price
Project recognises the dangers.
something
wrong,
same words 1n a parliamentary
experiences.
professional and personal price
doing
95
report.
Scanned for Agus Suwanto
© Pearson Education limited 2010 PHOTOCOPIABLE
TEXT BANK
�.
I.
1 Look through the whole article and match
the people and organisations to their
descriptions.
1
a) a body in the U K
Paul Moore
2 Sir James Crosby
3
b)
House of Commons c)
Treasury Committee
4 H BOS
d)
5
e)
the FSA
6 the Government
Accountability
Project
f)
7
g)
KPMG
parliament that looks
at problems in the
economy and finance
industry
an accountancy firm who
wrote a report about Mr
Moore's actions at H BOS
the Chief Executive of
H BOS and then Deputy
Chairman of the FSA
before he had to resign
the bank where Mr
Moore worked
Head of Group
Regulatory Risk at H BOS
until he was made
redundant
the organisation in the
U K that oversees banks
to make sure that they
are managed properly
a US charity that
supports whistleblowers
2 Answer the questions using information from
paragraphs 1 to 4 and the words shown.
a) What did Paul Moore warn H BOS management
about three years ago? - That it was . . . . . . . . . .
.. ..
UNIT 10
4 Look at paragraphs 5 to 7 and find:
a) a noun used to talk about someone not doing
their job properly.
b) an adjective describing the negative feelings of
many whistle blowers.
c) a plural noun referring to the bad treatment that
they often receive.
d) a noun meaning someone who expresses a
particular opinion.
e) a formal noun referring to a time when someone
speaks at a meeting, etc.
f) an adjective to say that something is very
effective.
g) an adverb to say that something is done too
much, too intensely, etc.
h) a verb used to say that someone should not be
believed.
5 Look at paragraphs 5 to 7 again and find
three pieces of advice for being an effective
wh istleblower.
Over to you 1
What sort of legal protection do whistleblowers receive
in your country?
Over to you 2
Why are whistleblowers so often badly treated by their
colleagues, even if everyone knows that the company is
doing something wrong?
b) What happened to him? - He was forced . . . . . . . . . ;
he was made . . . . . . . . . .
c) Where did he give evidence about his
experiences? - To the . . . . . . . . . .
d) How did he get his revenge? - His former boss
at H BOS . . . . . . . . . from his job at the FSA.
e) What happens to most whistleblowers? - They
. . . . . . . . . for their actions and pay an . . . . . . . . . .
f) What happens in the long run? - People forget
. . . . . . . . . , but the whistle blower's bosses . . . . . . . . . .
3 Decide if these statements are true or false.
If ...
a) a company undergoes restructuring (line 46), it
reorganises.
b) an employer sues for unfair dismissal (line 47),
they lose their job without getting extra money.
c) someone in a legal dispute reaches a substantial
settlement (lines 49-50), they get a little money.
d) there is a gagging order (line 5 1) after an
agreement between two sides, the people
involved cannot talk about it.
PHOTOCO PIABLE
Scanned for Agus Suwanto
© Pearson Education Limited 2010
1 53
UNIT
11
Leaders h i p
?: .
TH E NORDIC LEAD E RS H I P STYLE
. .·
Before you read
Which one of each of these pairs of characteristics do you associate with a Nordic or Scandinavian style of leadership?
a) high-profile/low-profile
b) consultation before making decisions I telling people what to do without consulting them
c) symbols of power such as large offices I modest lifestyle
Reading
Read this article from t h e Financial Times a n d answer the questions.
FT
e e 0
LEVEL OF DIFFICULTY
J orma 0 llila
-i
m
X
-i
OJ
)>
z
b y R i chard M i lne
"
5
I ndeed, Mr Ollila says he is most
The concern for what he calls
group of the continent's leading
of all 'a people manager' . For
'the human role' above thjngs like
industrialists,
example,
Ollila
is
oo
skills and strategy comes across
in
approach to business. He echoes
the
operational
58-year-old
Finn,
of both
largest
company,
style
and
Shell,
Europe's
group.
He
is
is
Js
1 992, he
Nordic
General
Electric,
in
criticising
some companies' sole focus on
treat
Royal
Dutch
internal conOicts. He argues that
shareholder value. 'The current
management has to take such a
crisis will lead to a rethink
task seriously, instead of making
t h e corporate world. I t i s n o t just
biggest
oil
Head
of
Roundtable
40
its people and deal with
of
it ·an annexe i n the annual report ' .
A s CEO, he fe lt his role was 'to
continent's leading 50 or so chief
get everybody involved, create a
to work in the background.' says
low-key
style contrasts sharply with his
record. D uring his
so
Values are not the only Nordic
should
75
the
adopt.
Nordic
He
way
that
but protecting people from
expecting
negative aspects and providing
anything
other
than
part of a team with an average age
industrial conglomerate into a
global mobile phone powerhouse.
under 40 who then turned Nokia
around. ' I t was an entrepreneurial
to globalisation
its
everyone w i t h a good education
at best.' Most fondly,
turned what was once a struggling
being open
argues
o f capitalism
-
however, he talks of his time as
ss
or
first two years without anybody
he
He has long had a focus on
mid-term
Iong-tem1 profitab i l i t y but it is
also about certain values. '
much. 'We could work for the
survival
1 5 years as
of Nokia.
short-term,
111
thing Mr Ollila thinks the world
and then: run ' .
by the fact that nobody expected
As well as masking his level of
his
about
10
M r Ollila was helped at the start
Mr Ollila. in what could almost be
today.
65
sense of urgency. who does what,
45
h i s mission statement.
Chief Executive
for the
phone
Industrialists, a grouping of the
i n O uence
passion
Jack Welch, the former boss of
still found time to set out values
on how the group should behave.
the
his
mobile
also
European
who
Nokia,
of
executives or chairmen. ' We like
154
was
the company's CEO in
the
25
Nokia
suits
world's
20
although
in trouble when he took over as
Chairman
15
Jonna
JO
hardly a household name. This
the
10
he says.
the social aspects of business.
Despite chairing two of Europe's
largest companies and heading a
so
- provides the answers that are
needed.
task. It was extremely rewarding,'
Scanned for Agus Suwanto
© Pearson Education Limited 2010 PHOTOCOPIABLE
TEXT BANK ... ... UNIT 11
1 Find expressions in paragraphs 1 and 2 that
refer to the following.
a) the way that someone works
b) someone who is very well known
c) heads of companies
d) behaviour that is not meant to be noticed
e) an unsuccessful group of companies
f) a very important business person working in
industry
g) a sentence that describes a com pany's main
purpose
h) a dynamic company
2 Decide if these statements are true or false.
If ...
c)
d)
e)
a) Nobody expected Nokia to do more than H!.IY.f.v..g.,
at best.
b) Mr Ollila talks of his time as part of a team with
f. . . . . . . . . . . . . . . . . . . . . . . . .
c) He approached the work like an
e. . . . . . . . . . . . . . . . . . . . . . . . .
d) He talks about the Nordic approach to business
with p. . . . . . . . . . . . . . . . . . . . . . . . .
e) What he says about business is an
. . . . . . . . . . . . . . . . . . . of what Jack Welch has said.
f) Companies should not f. . . . . . . . . . . . . . . . . . . . . . . .
� . . . . . . . . . . . . . . . . . . . on shareholder value.
e
.
a) something suits (line 6) something else,
b)
5 Complete these sentences with appropriate
forms of words used in paragraphs 4 to 6 of
the article. The first one is done for you as
an example.
it helps it to succeed.
you work in the background (line 1 7) ,
you want to be seen.
something masks (line 20) something else,
it hides it.
something contrasts with (line 22) something
else, they are the same.
you turn something into (lines 2 5-26) something
else, you transform it.
3 Look at paragraph 3. What did Jorma Ollila
focus on at Nokia?
a) stechnical skills
b) people management
c) competitive strategy
.
. .
.
.
.
.
.
.
g) The way that companies are managed needs to
be r. . . . . . . . . . . . . . . . . . . . . . . . .
h) We need to think less about how to make a
p. . . . . . . . . . . . . . . . . . . . . and more about the
a . . . . . . . . . . . . . . . . . . . . . . of human values.
i) There should be o. . . . . . . . . . . . . . . . . . . . . . . .
towards globalisation but we should give
p. . . . . . . . . . . . . . . . . . . . . . to people against
its negative effects.
.
.
.
.
.
.
.
Over to you 1
Would it be easy to apply similar Nordic approaches
to management in your country? Why? I Why not?
Over to you 2
Is it always possible for managers to work in the
background? Why? I Why not?
4 Which of these management tasks is not
mentioned in paragraph 3?
How a company should ...
a) decide salary levels.
b) treat its people.
c) manage disagreements.
d) involve people.
e) create a sense that things had to be done quickly.
f) pay performance-related bonuses.
g) allocate tasks.
PHOTOCOPIABLE
Scanned for Agus Suwanto
© Pearson Education Limited 2010
155
UNIT
11
Leaders h i p
-��
LEADERS H I P I N D I FFICU LT TIMES
-=
·
'�'
·
Before you read
What should leaders do and say during difficult times for their
company? Should they tell their employees how bad things are, or
should they sound optimistic?
Reading
Read this article from t h e Financial Times a n d answer t h e questions.
FT
LEVEL OF DIFFICULTY
e e e
The challenges facing leadership
by Rob Goffee and Gareth Jones
Leadership is more important than
York at the time of the te1Torist
ever. Organisations that are well
attacks of 200 l
led have a much better chance
5
just
and
constructively reshaping events.
in the right place at the right time,
Second, a strong focus may be a
required for survival. Leaders will
your eye off critical processes
that New York would be back.
leadership
and
smart
this.
First,
always
a
development
organisations
since
know
leadership
contextual
35
is
leading
pharmaceutical
60
40
of U K retailer Tesco, recently
actions are l i kely to be painful.
that
the
unpopularity
65
expense o f team or organisational
lf people must leave,
opportunity for them to further
cohesion.
develop their popular brand i n
they must leave with dignity.
Michael 0 'Leary, Ch iefExccuti ve
in their company. The old
of low-cost airline Ryanair, goes
idea of ' managing by walking
even further. He welcomes the
on
But they should not come at the
of
Finally,
the financial services business.
a real sense of what is going
including
cutbacks and cost control. These
Finance
the retail banks represented an
in a
prioritisation,
Director
Higginson,
said
company
need to be foc used on hard-nosed,
tough
Tn much the same way, Andrew
-
i s vital. Effective leaders have
sensing
situations
and building team cohesion will
10
require social closeness to ensure
a company-wide sense that 'we are
recession. In his view, it will k i l l
a l l in t h i s together ' . The criticism
truth: you need to be in a position
off poor operators and show what
targeted at some senior business
to collect soft data, to know
a great business Ryanair i s .
around'
contained
one
great
45
Each
what is happening on the shop
floor
before
the
B u s i ness leaders will also be
of
5o
leaders
rewrite
tested by their capacity to make
the
sense of a difficult situation.
Rudolph Giuliani. Mayor of New
entirely
both
it.
danger
leaders, for example, stems from
these
examples
that
effective
demonstrates
management
i n formation system tells you.
156
not
proactively
he also offered New Yorkers hope
is different from leading
25
involves
but
for the future - he assured them
shi pyard - the ability to adapt
20
reacting
This is not the occasion to take
in
15
leadersh i p
of surviving in difficult times.
of
10
30
55
, was not only
read context
In
is
the fact that they continue to pay
themselves bonuses while others
suffer. B u t strong ' i dentification
and
times,
with the troops' should not limit
business
the ability of leaders to step back
difficult
that
75
leaders are trapped and become
Skilled
reactive.
so
and see the bigger picture.
Scanned for Agus Suwanto
© Pearson Education Limited 2010 PHOTOCOPIABLE
•
�
1..
TEXT BANK
1 There are three main points in the article.
Look through the whole article and find the
first word that introduces each point.
2 Match the adjectives (1-6) to the nouns (a-f)
that they relate to in the article.
1
a) processes
vital
2 soft
3
b) leadership
c) data
smart
4 critical
5 effective
e) ability to adapt
6 contextual
f) leaders
d) organisations
3 Now match the phrases from Exercise 2 to
their meanings.
i) related to the human or emotional rather than the
ii)
iii)
iv)
v)
vi)
factual or statistical
extremely important capacity to change
extremely important ways of doing things
ways of leading that depend on when or where
something occurs
leaders who produce results
intelligent companies, etc.
��
UNIT 11
7 Complete the table with words from
paragraphs 5 and 6 and related words.
noun
adjective
focus
.. .. . . . . . . .
toughness
. . . . . . . . .
pain
. . . . . . . . .
a)
b)
c)
d)
dignified
e)
· · · · · · · · ·
cohesive
. . . . . . . . .
organisation
· · · · · · · · ·
g)
. . . . . . . . .
f)
close
8 What is the danger when a leader is too
close to the workforce?
Over to you 1
Think of someone who provided leadership through
difficult times. What was the most important aspect of
their leadership style?
Over to you 2
What, if anything, should be done about leaders
who continue to receive bonuses even when their
organisations are in trouble?
4 Look at paragraphs 2 and 3 and find three
leaders, their jobs and their organisations.
5 Now match the leaders in Exercise 4 to their
ideas.
a) He thinks that declining economic activity is
a good thing as it will eliminate the weaker
companies in his industry.
b) He said that the city would recover.
c) He says that the banking crisis is good for his
company because it will be more able to offer
financial services.
6 Look at paragraph 4. Which adjective refers
to someone who only acts following events,
and which adverb describes the actions of
someone who tries to anticipate events?
What expression is used in relation to each
of these types of leadership?
PHOTOCOPIABLE
Scanned for Agus Suwanto
© Pearson Education Limited 2010
157
UNIT
12
Co m petition
TAKI NG ON _COM PETITORS
L
· ' �. ,.-· �
'+'1 1'1r'_..
-
Before you read
Think of situations where a new competitor might be able to do better
than existing companies. For example, what i mprovements could a new
competitor bring to the way these products and services are sold?
a) fast food
b) cars
c) consumer electronics
Reading
Read this article from the Financial Times and answer the questions.
FT
LEVEL OF DIFFICULTY
e e 0
Best Buy 's competitive threat to rivals
by Tom Braithwaite .i n London
--l
m
><
--l
IXJ
)>
z
Best
Buy,
the
electronics
world's
retailer, has
largest
w i l l start to stock laptops at each
sent
of its
a
shockwave through the troubled
JO
European market with a plan to
;;r::::
s
such as Germany's MedjaMarkt
operate
a
arc
time
when
struggling
margins
and
consumer
it
15
will
be
under
the
Plans for the roll-out of Best
Buy's trademark 'big box' format,
spending.
However,
time
with stores trading under its own
over
40
for
'tech
stress'
suffered
65
' Except for the accent, we couldn ' t
tell the difference between the
people we were talking to
US retailer, and Charles Dunstone,
M innesota
Best Buy's European operation is
his
firing on all cylinders.
The UK will be the launchpad
next
by
increasingly
together
link
Anderson, Chief Executive of the
counterpart
the
com pi icated electronic products:
name. were being made by Brad
before
job
Mr Anderson.
shoppers, attempting to buy and
retailers
depressed
good
said
US and the U K , he was struck by
the
brand.
the U K .
worries
terribly
After consumer research i n the
oo
earphone
in
with
some
will continue to
the
By announcing a tie-up with
at
year, although
the people
in
we
were talking to i n Londo n . '
earphone.
both
and
10
M r Dunstone, w h o h a s al ready
brought
men
Best
Buy's
successful
Geek Squad, a team of roaming
have dodged questions as to how
,
Carphone Warehouse i n the U K .
many Best Buy-branded stores
technical service specialists, to
20
of a 50-per-cent share in the joint
the joint venture would open. M r
the
venture will open up a new avenue
Anderson did acknowledge there
the U S group's
45
£ 1 . 1 b n purchase
of growth for a company that has
923 stores in the U S , as well as
smaller
25
158
a
consumer,'
venture will inherit earphone's
at
that o u r industry i s n o t doing
market last year. The new joint
stores. which
Currys and Comet
a t t h e heart of t h e deal. ' I t h i n k
its successful entry into the PC
open stores across the continent.
35
ss
following
The US group will take on brands
and France's Fnac, as well as
10
2,400 stores,
operations
in
Canada
so
75
UK.
added:
'Consumers
in Europe are really ready for
was an ' i ncentive to develop a
someone to come and try to do a
meaningful business in Europe as
better job.'
rapidly as we possibly can'.
and China, and plans to open u p
B u t he was keener to talk about
i n Mexico a n d Turkey. Over the
next three months, earphone
the less tangible aspects of selling
consumer electronics - which l i e
Scanned for Agus Suwanto
© Pearson Education Li m ited 2010 PHOTOCOPIABLE
�
�
\
TEXT BANK
1 Look through the whole article and match
each company (1-7) to its description (a-f).
1
�
Best Buy
2 earphone
a) a French retailer of consumer
b)
Warehouse
3 MediaMarkt c)
�
�
4 Comet
d)
5 Currys
e)
',
�
6 Geek Squad f)
�
�
\
7
If ...
b)
c)
�
d)
�
e)
�
�
�
�
�
�
�
f)
3
place, it has a big effect.
a competitor takes on (line 6) others, it competes
with them for the first time.
you struggle (line 1 1) with something, it is hard
to do.
margins are depressed (line 1 1), the profit for
each product sold is more than before.
there are worries (line 1 2) over something, people
are optimistic.
something is firing on all cylinders (line 16), it is
working less well than it could.
Look at paragraphs 2 and 3 and answer the
questions.
a) Will the joint venture involve building new stores
b)
c)
d)
e)
f)
g)
h)
UNIT 12
5 Find these expressions in paragraph 3.
a) an adverb meaning 'fast'
b) an adjective used to say that something is worth
doing
c) a verb meaning 'avoid' (give the infinitive)
d) a verb meaning 'admit'
e) a noun used to talk about someone i n an
organisation with the same job as someone in
another
f) a noun referring to the size and shape of
something
g) a noun referring to the first stage in a process
h) a noun used to talk about a reason for doing
something
i) a noun referring here to the introduction of a new
chain of stores
a) an event sends a shockwave (lines 2-3) through a
�
�
Fnac
2 Look at how the expressions in italic are
used in the article. True or false?
�
�
electronics
a German retailer of consumer
electronics
a US company that wants to get
into the European market
a team of technical experts who
travel round fixing computers,
etc.
a U K company that is i n a joint
venture with Best Buy
a UK retailer of consumer
electronics (two companies)
��
immediately?
Will the joint venture operate under the Best Buy
brand?
Will it extend this activity?
Why has Best Buy entered into a joint venture?
How much is Best Buy investing and what does
this give them?
How are Best Buy and earphone going to work
together in the U K?
Has earphone Warehouse already started selling
PCs?
Does Best Buy already have stores in Mexico and
Turkey?
6 Find expressions in paragraphs 4 and 5 that
mean the following.
a) travelling
b) more willing
c) concrete characteristics
d) complex
e) are the main reason for
f) anxiety when dealing with electronic products
7 Which of these possible reasons for the joint
venture are not given in the article?
Best Buy ...
a) can offer lower prices than competitors.
b) thinks that some European competitors may go
out of business soon.
c) thinks it can offer a better service to people who
are confused when buying electronics.
d) wants to expand in Europe.
e) wants to use the U K as a launchpad for new
stores in Turkey.
Over to you 1
Do you suffer from 'tech stress' when buying electronic
products? If so, what are the main causes?
Over to you 2
Retailers often have trouble breaking into new markets.
What are some of the possible reasons for this?
4 Now put your answers to the questions in
Exercise 3 in the correct order to make a
summary of that part of the article.
�
�
PHOTOCOPIABLE
Scanned for Agus Suwanto
© Pearson Education Limited 2010
159
UNIT
12
Com petition
--�
BREAKI NG U P MONO POLI ES
.·.
; ;�:
Before you read
Think of two or three important industries in your country. What is the
competitive situation in each? Are there any monopolies (situations
where there is only one possible supplier)?
Reading
Read this article from the Financial Times and answer the questions.
FT
e e 0
LEVEL OF DIFFICULTY
Tide slowly begins to turn against private monopolies
by Adam Thomson
-f
m
X
-f
o::J
)>
z
:::-::::
Try asking for a foreign beer i n
invest igator
any fi n e restaurant
Commission for Latin America
in
Mexico
and the chances are that it w i l l
n o t stock a single one. Instead,
beer from just one of the two big
economy
lack
overwhel ming.
is
the
two
big
40
media
the
regulated,' he
to the public i nterest.' So what.
are
the
by
said. 'They do not always respond
the
10
i f anything, has changed since
problems, argues Ms Shatan, has
then? Surprisingly, perhaps, some
observers are starting to sec small
but important improvements.
is still largely in the hands of
were privatised i n the late 1980s
Telmcx
and early 1 990s at a time when
in
the
case
of fixed­
state-owned
companies
One example is the banking
1s
sector.
Changes
law
to
stop
case of cellular telephony. The
bad state. 'Raising money was
bundling products together and
paint market is overwhelmingly
almost the only consideration,'
now
associated with just one name:
she says. 'Not much thought was
i n formation in a way that allows
given to how they were going to
50
to Ccmex , the cement giant.
is
in
everywhere
Mexico,
notoriously
potential
companies
private
hands,
in
passed
Another
many
into
in
cases
keeping their monopolistic status
and
economists say that it has become
simply
them
customers
to
provide
easily
to
compare products between banks.
behave and operate afterwards.'
In practice, these state-owned
you
competition
absent.
so
obliges
banks
the
have
45
forced
in
public finances were in a very
look
ss
area
is
portability
telecommunications,
the
ability of customers from one
company to switch providers
At the same time, regulations and
while retaining the same number.
one of the principal reasons for
regulators
This year. Cofetel, the telecoms
the
sectors of the
country's
relatively
low
growth over the past decade. I t
has
high
also
led
to
prices
unnecessarily
and
a
lack
of innovation. they say.
As
160
of
'The regulators have been
captured
I ,000
Almost
30
One
i nterview last year, he told the
Ff:
to do with the way more than
difficult not to hand money over
25
65
Mexican
competition
telecommunications and
companies. Te lecommunications
Comex. Build a house, and it is
w
of
the
ment's
transport min ister. agrees. In an
'The
that result from
never from both. Television
line services, and Telcel in the
15
111
Mexican brewers - and almost
Tc levisa,
Economic
it i n a recent interview:
distortions
by TV Azteca and
the
and the Caribbean (Eclac), put
35
the restaurant will offer you a
dominated
10
at
Claudia
Shatan.
55
governing
strategic
economy
regulator.
were
Academics say that
the
result
today is often one of institutional
finally
forced
all
providers to introduce the change.
only set up as an afterthought.
90
potentially
creating
far
more
competition between carriers.
weakness.
an
Even Luis Tellez, the govern-
Scanned for Agus Suwanto
© Pearson Education limited 2010 PHOTOCOPIABLE
TEXT BANK ........ UNIT 12
1 Look through the whole article to find names
of companies in these industries in Mexico.
(In some cases, no company is named.)
5 Replace the words in Italic with nouns from
Exercise 3.
a) It was when state com panies were bought by
i nvestors.
a) cement
b) banking
b) There hasn't been enough of it, and the Mexican
c) paints
economy is suffering.
c) Not much of this was given to how companies
would act after they were sold by the state.
d) mobile telecommunications
e) fixed-line telecommunications
f) beer
g) television
d) This and this were not in people's minds when the
2 Look at how the expressions in italic are
used. True or false?
a) If something is notoriously absent (line 23),
b)
c)
d)
e)
people don't mind about it not being there.
The principal (line 2 5) reasons for doing
something are the main ones.
A decade (line 2 7) is a period of 20 years.
If prices are unnecessarily high (lines 28-29),
there is no way of avoiding this.
When there is a lack (line 29) of something, there
is a lot of it.
f) Innovation (line 30) is the development of new
ideas, products, etc.
. . . . . . . . .
verb
a)
distort
c)
compete
d)
. . . . . . . . .
consider
. . . . . . . . .
a) when you think of something that you should
b)
c)
d)
e)
f)
h)
i)
have thought of earlier
when the situation gets better
when systems, organisations, etc. do not work
effectively
what is best for people as a whole
researchers and teachers in universities and
similar institutions
rules for effective com petition
people whose job is to ensure that there is
effective competition
people who watch a particular situation
groups of industries that make up the economy
as a whole
j) companies whose behaviour is governed by
b)
. . . . . . . . .
privatisation
6 Find words or expressions in paragraphs 4
and 5 that mean the following.
g)
3 Complete the table with expressions from
paragraph 3 and related expressions.
noun
companies were sold off.
e) They have led to the market not being as efficient
as it should be.
behaviour
. . . . . . . . .
e)
operation
. . . . . . . . .
f)
4 Now match the nouns in Exercise 3 to their
meanings.
a) the way people act
b) the way something works
c) when state-owned businesses are sold off
d) when thought is given to something
particular rules
7 Which two improvements for consumers are
mentioned in paragraphs 6 and 7?
Over to you 1
How easy is it to transfer a mobile phone number
between networks in your country? What do you have to
do? Has it become easier?
Over to you 2
Are there activities where a monopoly might be the best
solution? (Railways, healthcare, etc.)
e) when something does not work as it normally
would because of a negative influence
f) when com panies try to be more successful than
others in a particular market
PHOTOCOPIABLE
Scanned for Agus Suwanto
© Pearson Education Limited 2010
161