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Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
Business Advantage Student’s Book Intermediate Almut Koester, Angela Pitt, Michael Handford, Martin Lisboa
© in this web service Cambridge University Press
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Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
cambridge university press
Cambridge, New York, Melbourne, Madrid, Cape Town, Singapore, São Paulo, Delhi, Tokyo, Mexico City Cambridge University Press The Edinburgh Building, Cambridge CB2 8RU, UK www.cambridge.org Information on this title: www.cambridge.org/9780521132206 © 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. First published 2012 Printed in the United Kingdom at the University Press, Cambridge A catalogue record for this publication is available from the British Library ISBN 978-0-521-132206 ISBN 978-1-107-637702 ISBN 978-1-107-692640 ISBN 978-0-521-132213
Intermediate Student’s Book with DVD Intermediate Teacher’s Book Intermediate Personal Study Book with Audio CD 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.
© in this web service Cambridge University Press
www.cambridge.org
Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
success starts here 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 benefit from learning the skills and the language that reflect the reality of working in business.
IKEA
Isuzu
Tom Cummings Founder and Chairman Executive Learning Partnership
Anuradha Desai Executive Director International Center for Conciliation
Dr Ursula Knorr Head of the Institute for Leadership and Human Resource Management St. Gallen University, Switzerland
Massimo Gai Commercial Director Consumer Products Division Lucart Group
Bryanston Organic & Natural Market
Cisco Systems
The case studies that accompany each unit of Business Advantage have been carefully selected, meaning you will benefit from seeing how business is done across a wide range of different industry sectors, in organisations of all sizes (both profit and not-for-profit), and from all around the world.
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.
Intermediate Student’s Book with DVD Personal Study Book with Audio CD Teacher’s Book Audio CDs plus online material
978 0521 13220 6 978 1107 69264 0 978 1107 63770 2 978 0521 13221 3
www.cambridge.org/elt/businessadvantage © in this web service Cambridge University Press
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Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
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
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 t venture to deal with a disruptive technology
2.2 Practice / Case study
Creating a product through an online community
ives
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 make changes to a plan
Making first
First through business emails
Language in business emails; building a business relationship
Emails between a Scandinavian buyer and a seller in Asia
Make first via email
unit 2: technology and business
Writing 1
Watch sequence 1 on the DVD to find out more about Business environment. Topic: Managing people
Lesson
focus
Language
Input: reading/Listening
output: speaking/Writing
unit 3: motivation
3.1 Theory
Herzberg’s MotivationHygiene Theory
Quantifiers
An article from NetMBA
Deal with demotivation in a company
3.2 Practice / Case study
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 consultancy
Participate in a performance review
4.1 Theory
HR planning
Future tenses
Interview with Dr Ursula Knorr, St. Gallen University
Plan HR resources
4.2 Practice / Case study
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 ment for a hotel job and a recording of a job interview
Take part in a job interview
Covering letter for a job application
Writing a covering letter
Vocabulary to highlight skills and achievements
ment for a position at Procter & Gamble in China
Write a covering letter for a job application
unit 4: human resources
Writing 2
Watch sequence 2 on the DVD to find out more about managing people.
4
map of the course
© in this web service Cambridge University Press
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Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
Topic: Managing cultures
Lesson
focus
Language
Input: reading/Listening
output: speaking/Writing
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,
Find solutions for a matrix problem
5.2 Practice / Case study
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
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
6.2 Practice / Case study
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
Everyday business emails
External emails
Formal and informal style
Business emails between organisations or companies
Write external emails in an appropriate style
unit 6: managing organisations
Writing 3
Watch sequence 3 on the DVD to find out more about managing cultures. Topic: Managing operations
Lesson
focus
Language
Input: reading/Listening
output: speaking/Writing
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
7.2 Practice / Case study
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
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
8.2 Practice / Case study
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 group emails
Emails to a group of people
Dos and don’ts; structuring information
Internal emails
Write an email to staff in a department
unit 8: Quality management
Writing 4
Watch sequence 4 on the DVD to find out more about managing operations.
map of the course
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Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
Topic: Marketing Lesson
focus
Language
Input: reading/Listening
output: speaking/Writing
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
9.2 Practice / Case study
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
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
10.2 Practice / Case study
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 ive language
An internal meeting
Use language for relationship-building with co-workers and customers
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
unit 10: customer relationship management (crm)
Writing 5
Watch sequence 5 on the DVD to find out more about marketing. Topic: ing Lesson and finance
focus
Language
Input: reading/Listening
output: speaking/Writing
unit 11: ing
11.1 Theory
Reading financial statements
Terminology of profit and loss s and balance sheets
Interview with Andriy Tatarchuk, Enmark Leasing
Advise on a balance sheet
11.2 Practice / Case study
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
12.1 Theory
Investing
Comparisons
Article from Bloomberg Business
Make decisions about investment opportunities
12.2 Practice / Case study
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
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
unit 12: finance
Writing 6
Watch sequence 6 on the DVD to find out more about ing and finance.
6
map of the course
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Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
Topic: Strategies and decisionmaking
Lesson
focus
Language
Input: reading/Listening
output: speaking/Writing
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
13.2 Practice / Case study
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
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
14.2 Practice / Case study
Managing learning
Collocations for knowledgemanagement 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
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
unit 14: the learning organisation
Writing 7
Watch sequence 7 on the DVD to find out more about strategies and decision-making.
Authors’ thanks We are enormously grateful to all those people who contributed, ed 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 er 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 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, and encouragement throughout this project. Angela: Special thanks to Susan, Amelia and Mabel for their goodhumoured 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 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 , 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. map of the course
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Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
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 first 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 find 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 effective written business communications.
What is included in each lesson? Introduction You are introduced to the main content in a -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 confident 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.
8
IntroDuctIon
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Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
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.
Almut Koester University of Birmingham, UK
Angela Pitt Neu-Ulm University of Applied Sciences,
Michael Handford University of Tokyo, Japan
Martin Lisboa Foundation Campus, Lucca / University of Pisa, Italy
IntroDuctIon
© in this web service Cambridge University Press
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Business Advantage Student’s Book Intermediate Almut Koester, Angela Pitt, Michael Handford, Martin Lisboa
© in this web service Cambridge University Press
www.cambridge.org
Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
cambridge university press
Cambridge, New York, Melbourne, Madrid, Cape Town, Singapore, São Paulo, Delhi, Tokyo, Mexico City Cambridge University Press The Edinburgh Building, Cambridge CB2 8RU, UK www.cambridge.org Information on this title: www.cambridge.org/9780521132206 © 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. First published 2012 Printed in the United Kingdom at the University Press, Cambridge A catalogue record for this publication is available from the British Library ISBN 978-0-521-132206 ISBN 978-1-107-637702 ISBN 978-1-107-692640 ISBN 978-0-521-132213
Intermediate Student’s Book with DVD Intermediate Teacher’s Book Intermediate Personal Study Book with Audio CD 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.
© in this web service Cambridge University Press
www.cambridge.org
Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
success starts here 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 benefit from learning the skills and the language that reflect the reality of working in business.
IKEA
Isuzu
Tom Cummings Founder and Chairman Executive Learning Partnership
Anuradha Desai Executive Director International Center for Conciliation
Dr Ursula Knorr Head of the Institute for Leadership and Human Resource Management St. Gallen University, Switzerland
Massimo Gai Commercial Director Consumer Products Division Lucart Group
Bryanston Organic & Natural Market
Cisco Systems
The case studies that accompany each unit of Business Advantage have been carefully selected, meaning you will benefit from seeing how business is done across a wide range of different industry sectors, in organisations of all sizes (both profit and not-for-profit), and from all around the world.
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.
Intermediate Student’s Book with DVD Personal Study Book with Audio CD Teacher’s Book Audio CDs plus online material
978 0521 13220 6 978 1107 69264 0 978 1107 63770 2 978 0521 13221 3
www.cambridge.org/elt/businessadvantage © in this web service Cambridge University Press
www.cambridge.org
Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
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
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 t venture to deal with a disruptive technology
2.2 Practice / Case study
Creating a product through an online community
ives
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 make changes to a plan
Making first
First through business emails
Language in business emails; building a business relationship
Emails between a Scandinavian buyer and a seller in Asia
Make first via email
unit 2: technology and business
Writing 1
Watch sequence 1 on the DVD to find out more about Business environment. Topic: Managing people
Lesson
focus
Language
Input: reading/Listening
output: speaking/Writing
unit 3: motivation
3.1 Theory
Herzberg’s MotivationHygiene Theory
Quantifiers
An article from NetMBA
Deal with demotivation in a company
3.2 Practice / Case study
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 consultancy
Participate in a performance review
4.1 Theory
HR planning
Future tenses
Interview with Dr Ursula Knorr, St. Gallen University
Plan HR resources
4.2 Practice / Case study
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 ment for a hotel job and a recording of a job interview
Take part in a job interview
Covering letter for a job application
Writing a covering letter
Vocabulary to highlight skills and achievements
ment for a position at Procter & Gamble in China
Write a covering letter for a job application
unit 4: human resources
Writing 2
Watch sequence 2 on the DVD to find out more about managing people.
4
map of the course
© in this web service Cambridge University Press
www.cambridge.org
Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
Topic: Managing cultures
Lesson
focus
Language
Input: reading/Listening
output: speaking/Writing
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,
Find solutions for a matrix problem
5.2 Practice / Case study
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
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
6.2 Practice / Case study
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
Everyday business emails
External emails
Formal and informal style
Business emails between organisations or companies
Write external emails in an appropriate style
unit 6: managing organisations
Writing 3
Watch sequence 3 on the DVD to find out more about managing cultures. Topic: Managing operations
Lesson
focus
Language
Input: reading/Listening
output: speaking/Writing
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
7.2 Practice / Case study
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
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
8.2 Practice / Case study
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 group emails
Emails to a group of people
Dos and don’ts; structuring information
Internal emails
Write an email to staff in a department
unit 8: Quality management
Writing 4
Watch sequence 4 on the DVD to find out more about managing operations.
map of the course
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Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
Topic: Marketing Lesson
focus
Language
Input: reading/Listening
output: speaking/Writing
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
9.2 Practice / Case study
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
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
10.2 Practice / Case study
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 ive language
An internal meeting
Use language for relationship-building with co-workers and customers
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
unit 10: customer relationship management (crm)
Writing 5
Watch sequence 5 on the DVD to find out more about marketing. Topic: ing Lesson and finance
focus
Language
Input: reading/Listening
output: speaking/Writing
unit 11: ing
11.1 Theory
Reading financial statements
Terminology of profit and loss s and balance sheets
Interview with Andriy Tatarchuk, Enmark Leasing
Advise on a balance sheet
11.2 Practice / Case study
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
12.1 Theory
Investing
Comparisons
Article from Bloomberg Business
Make decisions about investment opportunities
12.2 Practice / Case study
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
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
unit 12: finance
Writing 6
Watch sequence 6 on the DVD to find out more about ing and finance.
6
map of the course
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Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
Topic: Strategies and decisionmaking
Lesson
focus
Language
Input: reading/Listening
output: speaking/Writing
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
13.2 Practice / Case study
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
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
14.2 Practice / Case study
Managing learning
Collocations for knowledgemanagement 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
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
unit 14: the learning organisation
Writing 7
Watch sequence 7 on the DVD to find out more about strategies and decision-making.
Authors’ thanks We are enormously grateful to all those people who contributed, ed 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 er 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 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, and encouragement throughout this project. Angela: Special thanks to Susan, Amelia and Mabel for their goodhumoured 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 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 , 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. map of the course
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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 first 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 find 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 effective written business communications.
What is included in each lesson? Introduction You are introduced to the main content in a -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 confident 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.
8
IntroDuctIon
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Cambridge University Press 978-0-521-13220-6 – Business Advantage Intermediate Almut Koester Angela Pitt Michael Handford and Martin Lisboa Frontmatter More information
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.
Almut Koester University of Birmingham, UK
Angela Pitt Neu-Ulm University of Applied Sciences,
Michael Handford University of Tokyo, Japan
Martin Lisboa Foundation Campus, Lucca / University of Pisa, Italy
IntroDuctIon
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