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Cambridge University Press978-0-521-18184-6 – Business Advantage AdvancedMartin Lisboa and Michael HandfordFrontmatterMore information
© in this web service Cambridge University Press www.cambridge.org
Student’s BookAdvanced
Martin Lisboa and Michael Handford
BusinessAdvantage
Cambridge University Press978-0-521-18184-6 – Business Advantage AdvancedMartin Lisboa and Michael HandfordFrontmatterMore information
© in this web service Cambridge University Press www.cambridge.org
c a m b r i d g e u n i v e r s i t y p r e s s
Cambridge, New York, Melbourne, Madrid, Cape Town, Singapore, São Paulo, Delhi, Mexico City
Cambridge University PressThe Edinburgh Building, Cambridge CB2 8RU, UK
www.cambridge.orgInformation on this title: www.cambridge.org/9780521181846
© Cambridge University Press 2012
This publication is in copyright. Subject to statutory exceptionand to the provisions of relevant collective licensing agreements,no reproduction of any part may take place without the written permission of Cambridge University Press.
First published 2012
Printed in Dubai by Oriental Press
A catalogue record for this publication is available from the British Library
ISBN 978-0-521-18184-6 Student’s Book with DVDISBN 978-0-521-17932-4 Teacher’s BookISBN 978-1-107-63783-2 Personal Study Book with Audio CDISBN 978-1-107-66634-4 Audio CDs
Cambridge University Press has no responsibility for the persistence oraccuracy of URLs for external or third-party internet websites referred to inthis publication, and does not guarantee that any content on such websites is,or will remain, accurate or appropriate. Information regarding prices, traveltimetables and other factual information given in this work is correct atthe time of first printing but Cambridge University Press does not guaranteethe accuracy of such information thereafter.
Cambridge University Press978-0-521-18184-6 – Business Advantage AdvancedMartin Lisboa and Michael HandfordFrontmatterMore information
© in this web service Cambridge University Press www.cambridge.org
The case studies that accompany each unit of Business Advantage have been carefully selected, meaning you will bene� t from seeing how business is done across a wide range of di� erent industry sectors, in organisations of all sizes (both pro� t and not-for-pro� t), and from all around the world.
Business Advantage contains a wealth of expert advice from global business leaders, thinkers and specialists, and uses content taken from a corpus of business language as well as vocabulary from real meetings in real companies. This ensures that you bene� t from learning the skills and the language that re� ect the reality of working in business.
Piaggio Trashy Bags
GE HealthcareAlibaba
success starts here
www.cambridge.org/elt/businessadvantage
Professor Jane Wei-SkillernLecturer in Organizational BehaviorStanford Graduate Business School
Dr Fons TrompenaarsPresident of Trompenaars Hampden- Turner and expert on intercultural communication
Sir James Dysoninventor, entrepreneur and founder of Dyson
Dr Helen HaughSenior Lecturer in Community Enterprise Cambridge Judge Business School, University of Cambridge
Thanks to the innovative Theory-Practice-Skills approach and the substantial input into the lessons and activities from the world of business, success starts with Business Advantage.
AdvancedStudent’s Book with DVD 978 0 521 18184 6Personal Study Book with Audio CD 978 1 107 63783 2Teacher’s Book 978 0 521 17932 4Audio CDs 978 1 107 66634 4plus online material
Cambridge University Press978-0-521-18184-6 – Business Advantage AdvancedMartin Lisboa and Michael HandfordFrontmatterMore information
© in this web service Cambridge University Press www.cambridge.org
4 mAp of the course
map of the course
Topic: International marketing
Lesson focus Language Input:reading / Listening
output:speaking / Writing
unit 1: market entry strategies
1.1 Theory An overview of market entry strategies
Market entry terms and concepts
Interview with Dr Dennis De, ESB Business School / An Introduction to International Marketing by Keith Lewis and Matthew Housden, University of Greenwich
Select an appropriate market entry strategy for a private university
1.2 Practice / Case study
Entering the global market
Adding emphasis to explanations
Quintessentially Group Interview with Paul Drummond, Co-founder and Group Commercial Director
Select a franchise partner in a new country market
1.3 Skills Brainstorming Strategies for moving discussions forward
Recording of a management training session on brainstorming
Brainstorm a new brand slogan
unit 2: standardisation and differentiation
2.1 Theory Different approaches to international marketing
Word formations and word partnerships
Two perspectives on international marketing − Dr Marieke de Mooij, University of Navarra and Dr Jim Blythe, University of Glamorgan
Adapt advertisements to fit different cultures
2.2 Practice / Case study
Standardisation and differentiation of a product in different markets
Language to describe brands, products and markets
Piaggio Vietnam interview with Costantino Sambuy, CEO
Decide where to position a brand in a specific market
2.3 Skills Time management The language of time management
Extract of a lecture by Randy Pausch, Virginia University / meeting extract to discuss time management at an IT company
Advise an employee on better time management
Writing 1 Writing notes for presentation slides
Create effective notes for presentations
Language for preparing presentation slides
Presentation materials from Eye to Eye Television
Prepare and deliver a welcome presentation
Watch sequence 1 on the DVD to find out more about International marketing.
Topic: Competition and entrepreneurship
Lesson focus Language Input: reading/Listening
output: speaking/Writing
unit 3: competition within industries
3.1 Theory Porter’s Five Forces Theory of Competition
Different ways of making comparisons
Interview with Dr Alex Muresan, London Metropolitan University
Analyse and present an industry’s competitive forces
3.2 Practice / Case study
Competition within an industry
Noun phrases The UK budget hotel industry article from Daily Mail
Present a hotel chain to potential investors
3.3 Skills Making a sales pitch Persuasive language Extract from a sales presentation by Bizantra
Make a persuasive e-presentation of a product or service
unit 4: entrepreneurship
4.1 Theory Ways of fostering entrepreneurship
Language for giving informal advice
Interview with Dr Shai Vyakarnam, Cambridge Judge Business School, University of Cambridge
Propose a project to foster entrepreneurship in schools
4.2 Practice / Case study
Entrepreneurship in action
Quantifying data Jack Ma ( Alibaba) Extract from The Inside Story Behind Jack Ma and the Creation of the World’s Biggest Online Marketplace
Explore ideas for starting a business in China
4.3 Skills Collaborative and aggressive negotiation strategies
Negotiating language Extract from a negotiation between a manufacturer and a supplier
Negotiate on price
Writing 2 Business plan and executive summary
The structure of a business plan
Key features of an executive summary
Advice on writing a business plan from Royal Bank of Canada
Write an outline business plan
Watch sequence 2 on the DVD to find out more about competition and entrepreneurship.
Cambridge University Press978-0-521-18184-6 – Business Advantage AdvancedMartin Lisboa and Michael HandfordFrontmatterMore information
© in this web service Cambridge University Press www.cambridge.org
mAp of the course 5
Topic: Management and leadership
Lesson focus Language Input: reading/Listening
output: speaking/Writing
unit 5: crisis management
5.1 Theory Dealing with crisis events
Comparison of strategy and tactics
Extract from The Black Swan – The Impact of the Highly Improbable by Dr Nassim Nicholas Taleb
Decide tactics to deal with crisis events
5.2 Practice / Case study
Successfully dealing with a crisis
Financial terms Ceramic Fuel Cells Ltd Interview with Brendan Dow, Managing Director
Prepare for ‘What if … ? scenarios
5.3 Skills Dealing with conflict Conflictual idioms and metaphors
Extract from a meeting between a restaurant manager and drinks supplier
Deal with a conflictual situation
unit 6: Leadership 6.1 Theory Leadership styles and qualities
Describing leadership styles and behaviour
Extract from ‘Leadership that gets results’ by Daniel Goleman in Havard Business Review
Choose a leader to fit a specific type of organisation
6.2 Practice / Case study
A business leader Understanding proverbs Interview with Nikki King, UK Businesswoman of the Year
Advising an organisation on leadership
6.3 Skills Motivating staff Transactional and transformational language
Extract from a team-building meeting in a hotel
Motivate a staff member
Writing 3 Write effective emails
Email exchanges Features of effective emails
Emails from a chain of correspondence amongst colleagues
Write a fast email exchange between colleagues
Watch sequence 3 on the DVD to find out more about management and leadership.
Topic: Globalisation
Lesson focus Language Input: reading/Listening
output: speaking/Writing
unit 7: International communication
7.1 Theory Culture in international business
Key intercultural words and concepts
Interview with Dr Fons Trompenaars, President of Trompenaars Hampden-Turner
Explore and present a work culture
7.2 Practice / Case study
Internationalising a company
Linking ideas and information
Rakuten an article on their English language policy from The Japan Times
Develop an English language policy for an international company
7.3 Skills Conducting successful intercultural communication
Collaborative turn-taking Extracts from interviews with business experts
Make recommendations to improve communication in an international company
unit 8: International outsourcing
8.1 Theory Avoiding outsourcing pitfalls
Outsourcing language Extract from a journal article by Jérôme Barthélemy, ESSEC Business School
Discuss cases of extreme outsourcing
8.2 Practice / Case study
Offshore outsourcing Modifiers and intensifiers Business Processing Association Philippines Interview with Gigi Virata, Senior Executive Director
Resolve misunderstandings between client and outsourcing provider
8.3 Skills Dealing with Q&A Inviting and replying to questions
The Q&A session from an annual shareholder meeting
Deal with a Q&A session discussing staff redundancies
Writing 4 Follow-up emails
Responding to emails Reminding, explaining and requesting
Email from a sales company in USA to a client in China
Write an email to a potential client
Watch sequence 4 on the DVD to find out more about Globalisation.
Cambridge University Press978-0-521-18184-6 – Business Advantage AdvancedMartin Lisboa and Michael HandfordFrontmatterMore information
© in this web service Cambridge University Press www.cambridge.org
6 mAp of the course
Topic: Design, technology and innovation
Lesson focus Language Input: reading/Listening
output: speaking/Writing
unit 9: Affordable innovation
9.1 Theory Affordable innovation through reverse innovation
Concepts of innovation Article Made in India for the World from Business Today, India
Debate low-cost innovation solutions
9.2 Practice / case study reverse
Low-cost reverse innovation in practice
Word partnerships GE Healthcare interview with Professor Vijay Govindarajan, Chief Innovations Officer
Develop a reverse innovation marketing strategy
9.3 Skills Dealing with criticism Direct, indirect, negative and constructive criticism
Extract from a marketing meeting Make and take criticism
unit 10: Design and invention
10.1 Theory Design in business Noun–noun word partnerships
Interview with Dr Clare Brass, Royal College of Art
Design a solution to an everyday problem
10.2 Practice / Case study
A design-led company Multiple adjectives / Making analogies
Dyson An article about Dyson and an extract from an interview with Sir James Dyson, founder
Explain unusual inventions to potential investors
10.3 Skills Communicating negative information in a positive light
Understand euphemisms Extracts of a presentation given by the Sales Director of a large telecommunications company to managers
Communicate negative information and bad news in a positive way
Writing 5 Writing for meetings
Notes, minutes and agenda
Structure and style in meeting minutes
Extracts from and agenda for a meeting at a large Management Consultancy
Produce an agenda, notes and minutes of an issue affecting the workforce
Watch sequence 5 on the DVD to find out more about Design, technology and innovation.
Topic: Trade, finance and the economy
Lesson focus Language Input: reading / Listening
output: speaking / Writing
unit 11: the economic environment
11.1 Theory Government influence on the economic environment
Word partnerships and verb patterns
Interview with Tatiana Damjanovic, University of Exeter
Assess impact of government and central bank action on a family household
11.2 Practice / Case study
Managing economic and financial risk
Economic and financial terms and phrases
Unilever Extract from company annual report
Advise a company on managing financial risk
11.3 Skills Presenting charts and statistics
Language for structuring and describing
Extracts from a presentation on Driving International Success: Reaching Auto Consumers Globally by Josh Crandall, President of Netpop Research
Represent data on a chart and present it on a slide
unit 12: International trade
12.1 Theory Free trade or protectionism?
Inversion Extracts from Making Globalization Work by Joseph Stiglitz
Debate arguments for and against free trade
12.2 Practice / Case study
The impact of signing a free trade agreement
Terms of economic convergence and divergence
NAFTA Office of Mexico in Canada Interview with Carlos Piñera, Chief Representative
Look at reasons for and against joining a free trade association from business and government perspectives
12.3 Skills Managing meetings Language for negotiating problems
Extracts from a meeting at a business training provider
Overcome problems in meetings
Writing 6 Reporting statistical information
Describing graphs with financial and economic data
Trends, developments and changes
Financial information on leading oil companies
Write a report
Watch sequence 6 on the DVD to find out more about trade, finance and the economy.
Cambridge University Press978-0-521-18184-6 – Business Advantage AdvancedMartin Lisboa and Michael HandfordFrontmatterMore information
© in this web service Cambridge University Press www.cambridge.org
mAp of the course 7
Topic: 21st-century enterprise
Lesson focus Language Input: reading / Listening
output: speaking / Writing
unit 13: sustainable development
13.1 Theory The triple bottom line Topic vocabulary Extracts from The Triple Bottom Line: What Is It and How Does It Work? by Dr Timothy F. Slaper and Tanya J. Hall
Use the triple bottom line to discuss impacts on stakeholders
13.2 Practice / Case study
The sustainable city Contrasting language Masdar City promotional presentation
Develop a sustainable city
13.3 Skills Problem-solving Suggestions and advice Extracts from a discussion at a pharmaceutical company
Discuss solutions to problems in a meeting
unit 14: social enterprise
14.1 Theory Perspectives on social enterprise
Word partnerships Interviews with Professor Jane Wei-Skillern, Stanford Graduate Business School and Dr Helen Haugh, Cambridge Judge Business School, University of Cambridge
Discuss funding for a social enterprise in crisis
14.2 Practice / Case study
A social enterprise in action
Referencing Trashy Bags Extracts from company website
Compete for a work placement opportunity
14.3 Skills Conference calls Managing a conference call and interrupting language
A conference call between employees of RESNA
Participate in a conference call to discuss branding
Writing 7 Writing a covering letter for a CV
Job applications Error correction Career advice from a job recruitment agency
Write a CV covering letter
Watch sequence 7 on the DVD to find out more about 21st-century enterprise.
Authors’ thanksWe are enormously grateful to all those people who contributed, supported and put up with us during the writing process. Particular thanks go to all the team at Cambridge University Press. To our editor Neil Holloway, who has played several roles in the project – a clear-minded editor, a motivating guide, a critical reader, and a solid supporter and helper. To Chris Capper, the publisher, for being a firm guiding hand who led the project with skill and diplomacy. To Lyn Strutt for copy-editing with great skill, enthusiasm and a keen eye for detail. To Laurence Koster for a great job with the DVD. To Chris Doggett and Kay George for helping to track down all the permissions that have retained the book’s authenticity.
Our thanks go to all the interviewees, who kindly gave us their time and valued expertise: Dr Dennis De, Paul Drummond, Costantino Sambuy, Andrew Guy, Dr Alex Muresan, Dr Shai Vyakarnam, Brendan Dow, Nikki King, David Prasher, Dr Fons Trompenaars, Professor Hiro Tanaka, Charlie Peppiatt, Tim Rabone, Gigi Virata, Professor Vijay Govindarajan, Dr Clare Brass, Sir James Dyson, Dr Tatiana Damjanovic, Carlos Piñera, Professor Jane Wei-Skillern, Dr Helen Haugh.
We would like to thank our students, colleagues, friends and family, who have helped so much to make this book what it is.
Martin: Thanks to my wife Manuela and my children Max and Nico for their good sense of humour and understanding of life outside the world of Business Advantage. Thanks are also very much in order to the numerous students, colleagues and friends in business and academia whose ideas and suggestions have added real value to the material.
Michael: I owe a debt of gratitude to Martin, my co-author, and to Neil Holloway and Chris Capper, for their considerable support and understanding. Also, thanks to my wife Mayu and daughters Maya and Julia for keeping me going, and to my students and teachers for educating me.
Cambridge University Press978-0-521-18184-6 – Business Advantage AdvancedMartin Lisboa and Michael HandfordFrontmatterMore information
© in this web service Cambridge University Press www.cambridge.org
8 IntroDuctIon
Introduction
What is Business Advantage and how can it help you?
Welcome to Business Advantage Advanced. Business Advantage gives you the theory, practice and skills that will lead you to success in international business.
Business Advantage Advanced is the third book in the Business Advantage series. It is aimed at students who wish to progress through the C1–C2 level.
How is the course organised?
There are 14 units in each book. The unit topics at the Advanced level have been chosen to provide you with key themes of business taught on a general management training course or on an academic Business Studies course. Each unit is divided into four lessons.
� Theory Presented by professors and lecturers from business schools and universities – you will gain new
understanding of key business principles and ideas.
� Practice A case study based on texts and interviews with managers in real companies – you will learn how
business theory is applied in practice in the real world.
� Skills Based on real recorded communications in companies – you will understand how business people
really speak to help you perform successfully at work.
� Writing Based on authentic material which will enable you to produce a variety of eff ective written business
communications (every two units).
What is included in each lesson?
Introduction You are introduced to the main content in a user-friendly format. We use your personal experiences, visual images and quizzes to prepare you carefully.
Language focus To improve and broaden your vocabulary and grammatical range. The language syllabus covers the main tenses and grammatical structures appropriate to your level plus key vocabulary and phrases. The language presented is drawn extensively from research and actual examples of English used in business taken from the Cambridge English Corpus – one of the world’s largest databases of authentic written and spoken language. You can be confi dent that the language presented is real language used in business today.
Reading or Listening Introduces and develops theories, topics and ideas about business that are useful in both English and your own language. You also have the chance to improve your speaking skills through discussion questions at the end of each section.
Cambridge University Press978-0-521-18184-6 – Business Advantage AdvancedMartin Lisboa and Michael HandfordFrontmatterMore information
© in this web service Cambridge University Press www.cambridge.org
IntroDuctIon 9
Output Each lesson builds to a final Output section. This is usually a group task where you have to use the language and ideas presented to solve a problem or deal with a business dilemma or issue.
Critical analysis and Intercultural analysis Every unit also includes at least one Critical analysis and Intercultural analysis section. Critical analysis will help you develop questioning skills that are necessary in the academic and business world. Intercultural analysis will help you develop an understanding of your own culture and other cultures – a vital skill in today’s business world.
Transferable skill You will also find a Transferable skill section in each unit which will provide you with some very useful tools, such as speed-reading techniques, that will improve the way you learn and the way you work.
What is on the DVD?
The DVD in the Student’s Book contains video case studies to watch after every two units. You can use the DVD for extra listening practice and to find out more about the business topics in Business Advantage. There are documentaries filmed at companies as well as round-table discussions filmed with MBA students from the Cambridge Judge Business School, University of Cambridge. When you see in your Student’s Book, ask your teacher about watching the DVD sequence in class, or watch it at home on your computer or TV.
The video case studies are accompanied by worksheets available on the Business Advantage website: www.cambridge.org/elt/businessadvantage
What is in the Personal Study Book?
The Personal Study Book gives you extra practice of the grammar, vocabulary and skills you have covered in the Student’s Book. There are also additional reading activities focusing on inspirational business leaders and thinkers, together with further case studies on a variety of organisations.
Where can I find more activities?
Ask your teacher about the Professional English Online website for extra activities to do in class: www.cambridge.org/elt/pro
Martin Lisboa is a teacher, presenter and author. His interests span EAP, Business ELT, Business Studies and doing business. He has an MBA from the OU Business School and has taught in Mexico, the UK and Italy. Martin set up his own executive language school in London, and was Senior Lecturer at London Metropolitan University and Assistant Director (Marketing) at the British Council, Milan.
Michael Handford PhD (Nottingham) works at the University of Tokyo, where he is professor of the Institute for Innovation in International Engineering Education. He is the author of The Language of Business Meetings (Cambridge University Press), and has worked as a communication consultant with several multinational companies.