Business Advantage - Assets - Cambridge University...

Cambridge University Press978-0-521-13220-6 – Business Advantage IntermediateAlmut Koester Angela Pitt Michael Handford and Martin LisboaFrontmatterMore information

© in this web service Cambridge University Press www.cambridge.org

Student’s BookIntermediate

Almut Koester, Angela Pitt,Michael Handford, Martin Lisboa

BusinessAdvantage

http://www.cambridge.org/9780521132206

http://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

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© Cambridge University Press 2012

This publication is in copyright. Subject to statutory exception and to the provisions of relevant collective licensing agreements, no reproduction of any part may take place without the written permission of Cambridge University Press.

A catalogue record for this publication is available from the British Library

ISBN 978-0-521-132206 Intermediate Student’s Book with DVDISBN 978-1-107-637702 Intermediate Teacher’s BookISBN 978-1-107-692640 Intermediate Personal Study Book with Audio CDISBN 978-0-521-132213 Intermediate Audio CDs

Cambridge University Press has no responsibility for the persistence or accuracy of URLs for external or third-party internet websites referred to in this publication, and does not guarantee that any content on such websites is, or will remain, accurate or appropriate. Information regarding prices, travel timetables and other factual information given in this work is correct at the time of first printing but Cambridge University Press does not guarantee the accuracy of such information thereafter.

Development of this publication has made use of the Cambridge English Corpus (CEC). The CEC is a computer database of contemporary spoken and written English, which currently stands at over one billion words. It includes British English, American English and other varieties of English. It also includes the Cambridge Learner Corpus, developed in collaboration with the University of Cambridge ESOL Examinations. Cambridge University Press has built up the CEC to provide evidence about language use that helps to produce better language teaching materials.

The Cambridge Advanced Learner’s Dictionary is the world’s most widely used dictionary for learners of English. Including all the words and phrases that learners are likely to come across, it also has easy-to-understand definitions and example sentences to show how the word is used in context. The Cambridge Advanced Learner’s Dictionary is available online at dictionary.cambridge.org. © Cambridge University Press, Third Edition 2008, reproduced with permission.

IntermediateStudent’s Book with DVD 978 0521 13220 6Personal Study Book with Audio CD 978 1107 69264 0Teacher’s Book 978 1107 63770 2Audio CDs 978 0521 13221 3plus online material

The case studies that accompany each unit of Business Advantage have been carefully selected, meaning you will benefi t from seeing how business is done across a wide range of diff erent industry sectors, in organisations of all sizes (both profi t and not-for-profi 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 benefi t from learning the skills and the language that refl ect the reality of working in business.

IKEA Bryanston Organic & Natural Market

Cisco SystemsIsuzu

success starts here

www.cambridge.org/elt/businessadvantage

Anuradha DesaiExecutive DirectorInternational Center for Conciliation

Tom CummingsFounder and ChairmanExecutive Learning Partnership

Massimo GaiCommercial DirectorConsumer Products DivisionLucart Group

Dr Ursula KnorrHead of the Institute for Leadership and Human Resource ManagementSt. Gallen University, Switzerland

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.

Printed in the United Kingdom at the University Press, Cambridge

First published 2012






IntermediateStudent’s Book with DVD 978 0521 13220 6Personal Study Book with Audio CD 978 1107 69264 0Teacher’s Book 978 1107 63770 2Audio CDs 978 0521 13221 3plus online material

The case studies that accompany each unit of Business Advantage have been carefully selected, meaning you will benefi t from seeing how business is done across a wide range of diff erent industry sectors, in organisations of all sizes (both profi t and not-for-profi 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 benefi t from learning the skills and the language that refl ect the reality of working in business.

IKEA Bryanston Organic & Natural Market

Cisco SystemsIsuzu

success starts here

www.cambridge.org/elt/businessadvantage

Anuradha DesaiExecutive DirectorInternational Center for Conciliation

Tom CummingsFounder and ChairmanExecutive Learning Partnership

Massimo GaiCommercial DirectorConsumer Products DivisionLucart Group

Dr Ursula KnorrHead of the Institute for Leadership and Human Resource ManagementSt. Gallen University, Switzerland

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.






4 map of the course

map of the course

Topic: Business environment

Lesson focus Language Input: reading/Listening

output: speaking/Writing

unit 1: culture and its impact

1.1 Theory Dimensions of culture Present tenses Hofstede’s Five Dimensions Ask questions about culture of work

1.2 Practice / Case study

Relocation and repatriation

Vocabulary of intercultural communication

Boston Scientific interview with Bob Neidermire, General Manager

Solve repatriation problems

1.3 Skills Beginning a business relationship

Introductions; small talk; keeping a conversation going

Recordings of small talk in three organisations

Make successful small talk

unit 2: technology and business

2.1 Theory Disruptive technologies

Technology terminology

Harvard Business Review extract; interview with Dr Kamal Munir, Cambridge Judge Business School, University of Cambridge

Create a joint venture to deal with a disruptive technology


Creating a product through an online community

Passives Local Motors article from the Sunday Times

Draw up plans to introduce new technology

2.3 Skills Telephone communication

Making arrangements; checking information

Recordings of formal and informal telephone conversations

Telephone for information and makechanges to a plan

Writing 1 Making first contact First contact through business emails

Language in business emails; building a business relationship

Emails between a Scandinavian buyer and a seller in Asia

Make first contact via email

Watch sequence 1 on the DVD to find out more about Business environment.

Topic: Managing people



unit 3:motivation

3.1 Theory Herzberg’s Motivation-Hygiene Theory

Quantifiers An article from NetMBA Deal with demotivation in a company


Building a positive work environment

Articles; vocabulary for pay and working conditions

Creativ Interview with Pia Orskov, Human Resources Manager

Presentation on your ideal job or workplace

3.3 Skills Conducting a performance review

Vocabulary and language for a performance review

Recording from a performance review in a business support consultancy

Participate in a performance review

unit 4: human resources

4.1 Theory HR planning Future tenses Interview with Dr Ursula Knorr, St. Gallen University

Plan HR resources


Recruiting and keeping staff

Vocabulary of skills, motivation and training

Emirates Bank International Extract from an article published by INSEAD

Design a training programme

4.3 Skills Job interviews Collocations for job interviews; asking questions

An advertisement for a hotel job and a recording of a job interview

Take part in a job interview

Writing 2 Covering letter for a job application

Writing a covering letter

Vocabulary to highlight skills and achievements

Advertisement for a position at Procter & Gamble in China

Write a covering letter for a job application

Watch sequence 2 on the DVD to find out more about managing people.






map of the course 5

Topic: Managing cultures



unit 5:organisations and their structures

5.1 Theory Organisational structures

Word partnerships to talk about organisation

Interview with Professor Achim Weiand, Neu-Ulm University of Applied Sciences, Germany

Find solutions for a matrix problem


Reorganising a company to increase performance

Modals for possibility and probability

Cisco Systems, Inc. Extract from Organizational Change and Advanced Services for Operational Success

Allocate budgets across departments

5.3 Skills Briefing Explaining, checking and clarifying

Recording of a meeting between a division manager and a new employee

Taking part in a briefing session

unit 6: managing organisations

6.1 Theory Lifecycle of an organisation

Adverbs of degree Online article about Larry Greiner’s Organisational Growth Cycles by Accel-Team

Apply Greiner’s theory to company situations


Company development

Past tenses (past simple and present perfect)

Bryanston Organic & Natural Market Interview with Konrad Hauptfleisch, COO

Describe the history of an organisation

6.3 Skills Starting a meeting Going over the agenda of a meeting

Recording of a meeting between a manufacturing company and a consultant

Prepare an agenda and open a meeting

Writing 3 Everyday business emails

External emails Formal and informal style

Business emails between organisations or companies

Write external emails in an appropriate style

Watch sequence 3 on the DVD to find out more about managing cultures.

Topic: Managing operations



unit 7:supply chain management (scm)

7.1 Theory SCM and logistics Vocabulary to describe people in the SC

Interview with Professor Oleg Zaikin of Warsaw School of Computer Science, Poland

Make decisions about a supply-chain strategy


The role of the customer in SCM

Using conditionals Extracts on IKEA from The Times 100

Change a supply chain

7.3 Skills Negotiating skills Language for negotiating

Negotiation between a British pharmaceutical company and their German supplier

Take part and negotiate in a logistics meeting

unit 8: Quality management

8.1 Theory Kaizen Present perfect and present perfect continuous

What is Kaizen?, an article by Steve Hudgik, Internet Marketing Manager for Graphic Products, Inc.

Apply Kaizen to everyday work situations


Kaizen in practice Linking words Isuzu Interview with Daiichiro Sakamoto, Vehicle Plant Operations Manager

Solve problems in a kaizen system

8.3 Skills Managing and participating in meetings

Language for chairing and participating in meetings

An internal sales meeting in a manufacturing company

Take part in and chair a meeting about controversial topics

Writing 4 Writing group emails

Emails to a group of people

Dos and don’ts; structuring information

Internal emails Write an email to staff in a department

Watch sequence 4 on the DVD to find out more about managing operations.






6 map of the course

Topic: Marketing Lesson focus Language Input: reading/Listening


unit 9:marketing strategy

9.1 Theory The 4Ps of marketing Marketing terminology Marketing Mix, an article from the Learn Marketing website

Plan a market strategy


Marketing strategy in the paper industry

Speculating about the past and hypothetical situations

Lucart Group Interview with Massimo Gai, Commercial Director of the Consumer Products Division

Analyse a strategic marketing mistake

9.3 Skills Organising and creating interesting presentations

Language to signpost a presentation, persuade and raise interest

Introductions of presentations: Kevin Beeston of Serco and J.H. Crawford, American–Dutch author on sustainability

Give the introduction to a presentation on marketing strategy

unit 10: customer relationship management (crm)

10.1 Theory CRM as a part of business management

Compounds Customer relationship management, a guide by Ellen Bothwick on Businessballs, a learning and development website

Present proposals to deal with CRM problems


A value-centred approach to CRM

Past simple, past continuous and past perfect

Ramblers Way Farm Interview with Tom Chappell, founder of Tom’s of Maine founder and CEO of Ramblers Way Farm

Deal with customers’ questions and complaints

10.3 Skills Building a business relationship

Positive and supportive language

An internal meeting Use language for relationship-building with co-workers and customers

Writing 5 Responding to written complaints

Dealing with complaints

Structuring the response and using polite language

A letter of complaint and the response

Write a letter responding to a complaint

Watch sequence 5 on the DVD to find out more about marketing.

Topic: Accounting and finance



unit 11:accounting

11.1 Theory Reading financial statements

Terminology of profit and loss accounts and balance sheets

Interview with Andriy Tatarchuk, Enmark Leasing

Advise on a balance sheet


Cash-flow problems Modals for obligation and advice

Article from the advice website of the New South Wales Trade & Investment, Australia

Solve a cash-flow problem

11.3 Skills Presenting facts and figures

Verbs for changes and trends

A sales director’s presentation to his department

Make a presentation based on a graph

unit 12: finance

12.1 Theory Investing Comparisons Article from Bloomberg Business

Make decisions about investment opportunities


Looking for investment

Verbs taking gerunds and/or infinitives

Talpa Products Interview with Sharon Wright, founder of Talpa Products and inventor of MagnaMole

Develop a business plan

12.3 Skills Making and refusing requests

Language for polite requests and refusals

An internal meeting in a sales department

Set up a new company

Writing 6 Describing charts, graphs and statistics

Writing about changes and trends

Adverbs and adjectives for changes and trends

Newspaper article about the property market, graphs

Write a summary based on information in graphs

Watch sequence 6 on the DVD to find out more about accounting and finance.






map of the course 7

Topic: Strategies and decision-making



unit 13:Decision making

13.1 Theory SWOT analysis SWOT terminology SWOT analysis, a factsheet on the website of the Chartered Institute of Personnel and Development

Create a SWOT analysis


Strategic planning Reported speech International Center for Conciliation Interview with Anuradha Desai, Executive Director

Solve problems experienced by a restaurant

13.3 Skills Dealing with problems

Proposing solutions; idioms for problems and solutions

An internal meeting to discuss customer complaints

Create a strategy for an NPO

unit 14: the learning organisation

14.1 Theory The five disciplines of learning organisations

Delexicalised verbs Interview with Tom Cummings, co-founder and Chairman, Executive Learning Partnership

Apply theory of learning organisations to workplace problems


Managing learning Collocations for knowledge-management programmes

Unilever Article by the team of knowledge management experts

Organise an e-learning platform

14.3 Skills Taking an active part in negotiations

Giving an opinion, agreeing and disagreeing

An external meeting between a vehicle manufacturer and their supplier

Negotiate a deal

Writing 7 Business proposals Responding to a request for a proposal

Language for offers and proposals

Email requesting a proposal Write a proposal for a training course

Watch sequence 7 on the DVD to find out more about strategies and decision-making.

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 the senior 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 commissioning editor, for being a firm guiding hand who led the project with skill and diplomacy; to Laurence Koster for coming to the rescue at various stages of the project, providing detailed feedback and keeping his eye on the ball; to Joy Godwin, who has been an enormous help with her experience and judgement of what will work and with her voice of calm and good sense; to Alison Bewsher for her eagle-eyed treatment of the proofs and intelligent suggestions; to Chris Doggett 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: Bob Neidermire, Dr Kamal Munir, Pia Orskov, Dr Ursula Knorr, Professor Achim Weiand, Konrad Hauptfleisch, Professor Oleg Zaikin, Daiichiro Sakamoto, Massimo Gai, Tom Chappell, Andriy Tatarchuk, Sharon Wright, Anuradha Desai and Tom Cummings.

We would like to thank our students, colleagues, friends and family, who have helped so much to make this book what it is.

Almut: Many thanks to Winnie Cheng, Seunghee Choi, Astrid Jensen, Ian McMaster, Anne Pauwels and Michael and Sharron Pritchard for providing texts and data. Very special thanks to my husband Terry Pritchard for help with data, ideas and activities and his patience, support and encouragement throughout this project.

Angela: Special thanks to Susan, Amelia and Mabel for their good-humoured intelligent sense and to Michael for his patience; thank you to the staff and students at Neu-Ulm University of Applied Sciences, and to all my family for reminding me that there is life beyond the keyboard.

Michael: Thank you to my wife Mayu and my children Julia and Maya for being so understanding and loving. Thanks to my students at the University of Tokyo and trainees at Isuzu and JCG, to Mike McCarthy, Ronald Carter and Hiro Tanaka for their support and encouragement, and to Graham Webb and Simon Gibbs for their insights. And to my fellow authors for such an interesting and educational journey.

Martin: A big thank you to my wife Manuela for her support, ideas and knowledge of the Havaianas brand. To my children, Max and Nico for their sense of humour and knowledge of life. 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.






8 IntroDuctIon

Introduction

What is Business Advantage and how can it help you?

Welcome to Business Advantage Intermediate. Business Advantage gives you the theory, practice and skills that will lead you to success in international business.

Business Advantage Intermediate is the fi rst book in the Business Advantage series. It is aimed at students who wish to progress through the B1 level.

How is the course organised?

There are 14 units in each book. The unit topics have been carefully researched and chosen to provide you with a comprehensive foundation in the main areas of business you would expect to fi nd on a general management training course or on an academic Business Studies course. Each unit is divided into three lessons – Theory, Practice and Skils – and there is a Writing lesson after every two units.

� 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.

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.






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 or 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 using a decision-making tool, 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 of real organisations to watch after every two units, and the reactions of MBA students from the Cambridge Judge Business School, University of Cambridge. You can use the DVD for extra listening practice and to find out more about the business topics in Business Advantage. 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 in the Teacher’s Book and 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

We hope you enjoy learning with Business Advantage and wish you every success.

Angela PittNeu-Ulm University of Applied Sciences, Germany

Martin LisboaFoundation Campus, Lucca / University of Pisa, Italy

Almut KoesterUniversity of Birmingham, UK

Michael HandfordUniversity of Tokyo, Japan




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