| Communication Before you read ‘Think about the biggest company in your country. What i its reputation? Reading Read the article fram the Financial Times by Paul Argenti and do the exercises that follow. EL Time for communication to move towards centre stage Paul Argenti “The last few years have seen the big- integration, collaboration and pa- companies that ignore evolving zest collapse in confidence in nershipamong corporate leadership, __social values. JPMorgan Chase has Dusiness in almost acentury~tothe human capital, finance, sales and done a fabulous job reflecting its point where probably the least legal teams. corporate responsibility initiatives ‘5 trusted spokespeople on the planet as Another change in communica- «5 on its website and in advertising, today are corporate executives. tion by leading companies is the eStratogy must drive communi- When intense mistrust prevails, rethinking of key themes. This was ation As Jon Iwata, IBM's senior whatever a company docs says the main finding of research by the _vice-president for marketing and something about it,everything com- Tuck School of Business at Dar- communications, puts it: “Lincoln 1 municates, and communication « mouth, conducted with Doremus, 2 7 said, “Character is the tree; reputa- affects everything. business-to-business communica- tion isthe shadow.’ I’m afraid too ‘This is changing the definition of —_tions agency. It found that the many people in PR, marketing and communication. Communication best-in-class companies have been advertising spend more time manip- day is more ofatwo-way dialogue guided by six themes: lulating the shadow than tending to 1s and tis hasbeen sided by theriseof 4 a Focus om value and values 75 the treo.” social media like Facebook and Stakeholders demand value for ‘d Shifting from the problem to ‘Twitter and the explosion of infor. money when buying goods and ser- the solution. Stakeholders are most mation-shating online. Today's vices, but they also expect t0 see a receptive to realistic and optimistic best-in-class companies, such as strong set of corporate values in the plans, and are often ready to pay 2» Dellinthe US and Philips in Europe, so companies with Which they do busi- «less attention to problems of the donot justengage in dialogue. They ness. Walmart, Hyundai and BMW past year. use the atest echnology as asource have used this theme in their adver e Not communicating is a com- of ideas, opinions and competitive tising and communications. ‘munication in itself You either tell intelligence, for product develop- 'b Evolve. sense of responsibil- your tory or have it tld for you. as ment, employee engagement and 45 ity Corporate responsibilty today is ssf Re-evaluate positioning, The media monitoring, not just about philanthropy or being crisis has led to disruption in how ‘In addition to rethinking the defi--_green, It is about companies being companies are thought of by con- nition of communication, the best responsible across all business prac-_stituencies, which provides a ‘companies are rethinking its strue- tices. NGOs, consumers employees tremendous opportunity to reposi- wo ture, There is a greater need for and investors are ready to punish so tion, rebrand and redevelop. 114 © Pearson Education Limited 2011 pworocoPiasLe RH OnnanannanannnnranmrannarntrnrnrannmanranmraaaAerneaAanwewwwrvvervnwvnevwowvewvvvevvvevvvvvvvwvvvuvuvuds 1. Find words from the article (lines 1-44), and related words, to complete the table. Verb Noun collaborate collapse define engage explode find prevalence research 2 True or false? (lines 1-44). 4) Thereis great mistrust of companies at the moment. 1b) When there i mistrust, everything that companies dois misunderstood. 9. Corporate communication is seen as increasingly two-way, 4) The best companies have just continued to use their traditional public relations departments in order to communicate. ©) Inthelr new approach to communication, companies have been paying attention to five things in particular 3. Find expressions (lines 45-65) that refer to the following: 4) a subject that can be used indifferent forms of communication (5 letters)) 1) what people expect when they buy a company’s products (5 letters) what they expect to see as guiding a company’s behaviour (6 letters) ) employees, shareholders, suppliers and, above all in this context, customers (12 letters) ©) giving money to charity (12 letters) f)_ having good environmental polices (5 letters, 5 letters) {things that society as a whole thinks are important (6 letters, 6 letters) fh) actions that have not been taken before (11 letters) Phorocopiag.s © Pearson Education Limited 2011 TEXT BANK =» UNIT 4 Imagine company board meetings where directors say these things (1-6). Which point a-f (lines 45-90) is each director most closely referring to? 1. ‘We have to have a press conference and be open about our quality problems ~if we don’t talk about it and journalists get on to the story, we're in big trouble!” 2 ‘Our customers are getting real value for money when they buy our products, and they also have the reassurance of knowing they are dealing with «a socially responsible organisation!” 3. ‘We mustn't let this crisis go to waste! It gives us the chance to reposition ourselves as the most environmentally aware energy company in the world, 4 ‘Corporate social responsibility isn’t something we can just leave to the CSR people — it involves all ofus!” 5. ‘Let's not keep talking about our past problems. Instead, let's look forward to the exciting new possibilities that exist for the future!” 6 “There's too much emphasis here on public relations and slick advertising. we behave responsibly, our corporate image will take care ofits? 5. Choose the best summary for the whole article. 2) Corporate communication is a speciality that is, best left to the PR department and advertising agencies. ») Everything a company does communicates something about it, and executives are becoming Increasingly aware ofthis, ©) Whatever company does, people will always misinterpret its actions, and companies just have to try to limit the damage. Over to you 1 “Lincoln said, ‘Characters the tre; reputation is the shadow. I'm afraid too many people in PR, marketing and advertising spend more time manipulating the shadow than tending tothe tree.” How frit possible to ‘manipulate the tuth about an organisation's character? Over to you 2 Think about your organisation or one you would tke to work for. In what ways can each department show that it is responsible? How can this be communicated? 1151 | Communication untr Before you read ‘ Do you tweet? Why? / Why not? Reading Read the article from the Financial Times by Jonathan Moules and do the exercises that follow. To tweet or not to tweet is a business question Jonathan Moules Is there a commercial use for social protested to Glasses Direct but had finding personnel, improving staff networking sites such as Twitterand used the phrase “glassesdirect” in _ productivity and finding new eus- Facebook? This is an important his tweet, which Carruthers tracked tomers. Vena Ramphal claims she question for many company owners, down through a search. “I found that would never have created her busi- who have found themselves devot” 35 tweet, saw he was a director of pho «8 ness venture, Divining Femininity, ing precious resources to keeping tography, so probably needed some without Twitter ~ because it was online followers updated through __specs.andtried to figureout what we through chatting on the network that Twitter tweets, while wondering if could do,” Carruthers says. Within a she hooked up with her co-founders, there isabotiom-line benefit to their couple of hours, Glasses Direct had Her success is all the more sur- 10 businesses 40 made a basic pair of replacement % prising since, as a relationship avid Carruthers, userexperience frames and had them in the Twitter- coach, she had avoided social net- manager at Glasses Direct, the _er’shands te following day. Working sites, believing that they online spectacles retailer, claims that But while such heroic tales of were inferior to face-to-face com- using Twitter is one of the most customer service can only help with _ munication. “I have been very 1s enjoyable elements of his working 4s Glasses Direct’ profile online, Car- 75 pleasantly surprised,” she says. Her dlay as it puts him in direct contact ruthers admits that Twitter is nota new business will run weekend with customers, “Luse it as an financially important area for the workshops for women to explore ‘engaging way of talking to custom- business. Alan Stevens, whoadvises different aspects of femininity. The ers,” he says, “We're extremely company owners on social media founders marked the launch with a 1» proud of our customer service here, 50 use through his business, Media tweet, and were surprised to have tnd this is another way of making Coach, says: “I have alot of exam- more than 300 people view their sure customers are happy,” ples of people who are using Twitter posting inthe first few hours. Twitter is an excellent way to incredibly well and thousands more provide immediate feedback to cus- that are using italy.” 2s tomers, according to Carruthers. He Even the founders of Twitter are cites a recent example where he famous for failing to come up with a fame aeross someone using Twitter Way to monetise their ingenious and ‘to.complain about not being able to addictive network. However, many get his glasses fixed before an companies use the technology 10 2» impoetant business trip. He had not «i solve business challenges, such as THETA negcemnentmeaneen FSET © Pearson Education Limited 2011 PHOTOCOPIABLE1 Match words from each column to make expressions from lines 1-22. 1. social line benefit 2 boitom- spectacles manager 3 user networking retailer 4 online experience sites 2 Now match the expressions above to the people and things mentioned in the article that relate to them. 2) an Increase in profit for businesses in general b) David Carruthers Glasses Direct d) Facebook or Twitter 3. Use appropriate forms of expressions from es 1-42 to complete these statements. 1 2) you spend lot of time and maney on something, that you could use for something else, you toit, b) something allows you to communicate with, people, it soem YOU. with them, 0) something is an interesting method for doing something, itis an of doing it. ) you are very happy with your achievements, you BFE seers sv rnees OF TEM. @) you reply straightaway to someone in relation ‘to what they have told you, you them with : you find something after a lot of looking, YOU server 8) you find an answer about the correct thing to do ina particular situation, you out todo, 4 True or false? (lines 43-68) Twitter. 2) ‘isthe direct cause of greatly increased profits atGlasses Direct. ») is used wisely by many people, but not all. ©) has made a at of money forts founders «) is used to solve four particular business challenges. ©) was used by Vena Ramphal to find partners for her naw business. 1) allowed her to found her business but she could have done it in other ways 2s well. TEXT BANK ++ UNIT 5 Find an expression (lines 68-82) that: a) ‘efers to making contact with people and doing things together: to someone. (3 words) 1) refers to something that is not just surprising, but especially so because of a particular reason, (4 words) Is used to describe something that is less good. than something else, (1 word) 4) is used to describe communication between people who are in the same room, rather than ‘ver the Internet. (3 words) @) ‘refers to a training course with active participants. (1 word) 4) refers to an occasion when something is seen or available to buy for the fist time. (1 word) @) means a message sent on Twitter. (1 word) Over to you 1 In what ways could Twitter be of use in your line of business, or a business that you are interested in? Over to you 2 \Will scat networking eventually replace face-to-face socialising completely? Why? / Why not?DINW LXaL Before you read hich do you think are the top ten brands in the world at the moment, in terms oftheir value? Make a list. Reading ead this article from the Financial Times by John Gappar and do the exercises ‘hat follow. EE LEVEL OF DIFFICULTY 9 @@ Big names prove worth in crisis John Gapper For companies whose financial value depends heavily on the health of their brands. the severity and abrupiness of the recession was a 5 challenge. The abruptness with which many consumers stopped spendin: large companies reduced capital investment, caused a shock te the system, Many compa- jes experienced not only the Financial erisis, but also a crisis of contidence. Marketers and advertising ag ccies preach the gospel that the ‘companies that emerse best out of recessions are those that maintain their marketing budget and protect bands when the going gets tough In practice, few companies were eer tain enough of the Future to comply. Yet som a the Doomsday scenarios about the value of brands in the post- recession world have not come to pass. Emerging trom the recession. % luxury goods companies and many other consumer brand companies are enjoying a eebound, value of any brand ~the premium commanded by prod ucts and services with strong reputations and identities ~ has not ‘been eliminated by the erisis. Even those companies that did not invest heavily in their brands inthe worst times are regaining some confi- denee. “Brands outperform in good times and when there is a recession they do go down, but they come out the other side with a sustainable ” says Joanna Seddon, chief executive of MBO, the organi sation that compiles the ranking The nature of brands continues to evolve. Technology rather than marketing is nov the defining char= acteristic of seven of the top 10 brands, with Coca-Cola, MeDon ald’s and Marlboro making. up the bother three. Google remains the world’s most valable brand, but ‘edging up close behind it are two ‘other technology companies, [BM and Apple. Both of these outran Microsol, whose brand value was stable during the year. The resu ence in Apple uider Steve Jobs, through the iPod. the Phone and now the iPad, continues unabated and, on present trends. it could be pressing Google for first place within year oF two, Thats tribute fo.a company that inspires devotion Tt may also be 4 refleetion of the ‘value of inspirational leadership. and the way in which consumers identify some of the world’s most valuable brands, such as Oracle and Starbucks, with founders who >» embody their qualities. Larry Ellison of Oracle and Howard Schultz of Starbucks are noc only the founders but keepers ofthe flame, The social media boom led by contpanies such 18 as Facebook and Twitter as well as the rise in smartphones led by AApple— has had a broader impact on the top 100. It has boosted mobile operators such as Verizon and "ATT, despite the complaints of iPhone users about AT&T's 3G ation limited 20LL pworocopiaate1 Complete this table with words and grammatically related words from lines 112, oun [adjective = abruat onfident healthy nance I severe | valuable 2. Now match the adjectives above to their meanings. 2) ingood condi 5) very dificult ©) worth aot of money 4) ‘eling good about the future ) very sudden 1 relating to money 3. Use forms of expressions from lines 13-27 to correct these statements. a) Ifyou say that something is true and that people should actin accordance withit, you preach the bible about it. ) sf conditions become difficult ina particular situation, the journey gets hard. ©) Aseries of very bad events that might happen is a fateful narrative, 4) A formal way of saying that something has happened is to say that it has come past. ©) fa company does well after a period of doing badly it undergoes a bounce. 4 True or false? (lines 13-42) ®) The value of brands was completely destroyed during and after the recession. ») Companies that did nat invest in their brands have been totally eliminated, ©) The value of brands goes down during recessions. ) Companies with valuable brands do better than those without in the long eun, TEXT BANK =» UNIT2 5 Which of the brand(s) mentioned in lines. 43-82 a) ‘relate to technology-based companies or their products? ») relate to non-technology companies? ©) is top in the rankings? @) is technology-based, and below three other technology companies? ©) are names of products related ta a technology company? have grown partly because ofthe success of other brands? 6 Find expressions that refer to (lines 43-82)... 4) the thing that people think about most in relation toa brand. (8 letters, 14 letters) b) aperiod of success following a period of decline. (10 letters) ©) makes you admire a person, brand, etc. (letters) 4) a feeling of complete admiration, respect, ete. letters) ©) company founders who are still building their companies. (7 letters, letters, 3 letters, 5 letters) ) companies such as Facebook and Twitter. Gletters, 5 =) Over to you 1 Look again atthe list of brands that you made before you read the article. Compare it with the answers to question 5. Were there any surprises for you? Ifso, deseribe them, Over to you 2 Which ofthe above brands wil still be important 10 years from now, and which will have declined? Give your reasons.unt 2 | International marketing Before you read What are the top soft dink brands in your country? Which ae international and which local? Reading Read this article from the Financial Times by Jonathan Birchall and do the exercises that follow. Coca-Cola targets more $1bn China brands Jonathan Birchall Coca-Cola already owns two of Pulpy Milky, entering a | billion- China over the next three years. China's three best-selling sparkling case market where competitors ‘Muhtar Kent, chief executive, tirinks but by 2020 it wants to have include Wahaha, Danone’s former ss noted that at a meeting with Wang our more Sn brands in what has 32 joint venture partner. Coke and Qishan, China's vice-premier for 5 become its third-largest market by Sprite already each sell more than economic affsirs, Coca-Cola had revenue, The ambitious target Sibn annually and Coca-Cola is been praised for being the only US fellects Coca-Cola's confidence that forecasting that its Yuan Ye tea brand company to have a pavilion at last its long-term plans to more than ti- and its Ice Dew bottled water—both «© year’s Shanghai World's Expo. Mr ple sales in China are secure both 5 launched last year ~ will also be ‘Kent says he regards the potential vo from domestic rivals and from $ibn China brands by 2020, in spite obstacles to Coca-Cola’s China potential political pitfalls. of facing strong competition from ambitions coming from broader Coca-Cola's revenues have grown Taiwan's Tingyi, which has about “political pressures as China's growth byacompound annual rate of 19 per half the total ready-to-drink tea could sill fll short of expectations. cent over the past five years and it +0 market. He does not see this, including the 1 elaims to be widening its lead over In terms of political challenges, _ threat of potential nationalist reac- its rivals. Itsaysithas double Pepsi-. the world’s largest soft drinks tion to Coca-Cola’s US brand CCola’stotal sales in China,supporied company sufferedablow thisMarch identity. “Everyone's walking inparticularby its stronger presence whenChina's ministry of commeree 7 around with Nikes, and drinking in till drinks, water and juices. The _« blocked its planned $2.4bn takeover Coke and wearing Oakleys. I think » company has also continued to of China's largest juice company, there's a difference between that and fexpand its range of non-carbonated —-Huiywan. Since the setback, Coca-_the view of the US ~ people don't drinks where itcompetes with both Cola has continued the kind of worry ataconsumerlevel,at a brand local and international brands, high-level commitment to China 15 level,” says Doug Jackson, head of ‘thas launched Glaceau enhanced 50 demonstrated by its sponsorship of Cke"s China business unit. 25 water, a3 Well as its frst dairy and the Beijing Olympics, recently juice drink, Minute Maid Super announcing plans to invest $2bn in 120 © Pearson Education Limited 2011 pHorocoPiABLEwwe wr wre wervevrvurvvvvvv vv wevvVvHeUvEKBEKBTUvBeHoOKwoKHeUEs 1 Look through the whole article and find all the brands and company names mentioned. 2. Now look at your answers to question 1 and find: a) twoUS soft drinks companies. b) a french company (the article does not specifically say that itis French). 9. a Chinese company with which the company above had a joint venture. & a Chinese juice company. ©) aTaiwanese company. ) two brands of water. @) a brand of tea, 1) a brand of flavoured milk drink. 1) two non-drink brands, used here in their plural forms. 3. Look at lines 1-23 and say if these statements are true or false. 8) Coca-Cola owns the three best-selling sparking drinks in China. b) Coca-Cola makes more than a billion dollars in sales in China from each of these brands. ) China is Coca-Cola’ biggest overseas market. 4) Coca-Cola's aim is to sell more than four times as much in China as it does now. ©) Coca-Cola’ sales in China have grown by nearly afifth each year for the past five years. f)PepsiCola's sales in China are more than half of Coca-Cola's. 8) Coca-Cola until now has only sold Coke in China. 4 Match the verbs 1-7 with the things that they go with a-g in lines 24-53. 1 enter a) ablow 2 launch b) a takeover 3 suffer 0 acommitment 4 block ¢) brands 5 continue @) plans 6 demonstrate £) acommitment 7 announce 8) amarket PHorocopiaste © Pearson Education Limited 2011 TEXT BANK >> UNIT2 5. Now match the verbs 1-7 in Exercise 4 with their meanings i-vii, as they are used in the article. D startselting ii) give information about Hi) prevent 1y) negatively experience ¥) show YW) go into wil. cary on 6 Choose the best alternative summary for the final paragraph. Coca-Cola's chief executive thinks that. a) Coca-Cola will definitely suffer if there is nationalist resistance tothe company's future ‘expansion in China 1) the design of Coca-Cola’ stand atthe Shanghai World Expo was highly appreciated by the Chinese, 9. people thinkin terms of brand rather than nationalities, and Coca-Cola wil not unduly suffer from nationalist resistance to foreign companies. Over to you 1 How many ofthe brands mentioned inthe article do you know? How strong are they in your country? What do you thnk of them? Over to you 2 Has there been resistance to particular foreign brands ‘in your country because of their national origi Give some background and explain how this resistance came about. 1913 Building relationships (emo) eat Before you read Would you be Reading Read this article from the Financial Times by Rhymer Righy and do the exercises that follow. 122 The careerist: Pro bono work Rhymer Righy Pro bono work is usually thought of as the preserve of lawyers, but ‘organisations as varied as advertising agencies and professional services firms also donate their staff's time to ‘200d causes ~ either for free or for reduced fees. Although employees should do pro bona work for selfless reasons, your gond deeds can also be sewarced in terms of your career. How does pro bono work add to iy experience? If you are relatively junior, it ean be a very good way to step up. “People who do pro bono work inthe Accenture Development Part- nerships typically take on more senior roles than they would in corporate roles.” says Royee Bell, senior executive at the consultancy firm, “You getto see aft of nuts and bolts and it’s very good to get o side the normal cosy corporate world. You'd think that someone ‘who sets up an IT system in Chad would have a broader view than a ing to do pro bono work that, to work without being paid? Why? / Why not? person who has only worked in Clifford Chance, the law firm, says Fortune 200 companies.” ‘that her inspiration for starting the ‘Newham Asian Women’s Project What about opportunities for ss probono scheme came from reading building relationships? about forced marriages: “It gotta the Pro bono work often brings together point where I couldnt just rurn the people from different paris of page. T wanted to do something ‘organisations who might not other- about i.” She says itis also one way wise meet. Phil Georgiadis, « of bridging the divide between chairman of Walker Media, the Canary Wharf and the less privi- London agency, says it can cut _leged areas that surround it, through hierarchies, foo. “I'm about Pro bono work ean be rewarding to do some work for the Great _in other ways, too. Mr Georgiadis ‘Ormond Street Hospital for Children «5 says you can be freer to be more ‘and 1'llenlist a couple of graduates creative with work done for chari- {to work with me ~ that'll be the _ies:“"You often bave the opportunity account team. So suddenly you have todosome really interesting market- a graduate who is reporting directly ing and you have more freedom than {othe chairman, which is very rare,’ 70 you might have with, say, a breakfast he explains, “cereal.” MrBell adds that Accenture Development Partnership projects What about Job satisfaction? tend to be smaller and shorter than Using your professional skills inthe their corporate counterparts: "It’s service of good causes often adds a 75 much easier to see overall results kind of ethical dimension to your and understand the positive effect of ccareer and can be very motivating. what you are doing.” Maya Mehta, a senior associate at PORAARARARRANRARNAANAANANRARAANRAAHRARARD, © Pearson Education Limited 2011 pHorocoPiABLE~-- er ere ee eer weve VEVUBMEUEwrUuUvvoWwe 1 Look through the whole article and match these people with the organisations that they work for and the pro bono projects that ‘they mention. 1 Royce Bell a) Cliford ') the Great Chance Ormond street Hospital for Children 2 Phil Georgiadis b) Accenture i) the Newham Development Asian Women's Partnerships Project, 3 MayaMehta Walker iid) an IT system Media in chad Choose the correct alternatives (lines 1-10). 1. ‘Pro bone’, meaning for good’, comes from which language? a) Greek b) French ¢) Latin 2. Working for reduced fees or no fee at alli. a) limited tothe legal profession. ) only common inlaw and advertising. 9 Found in a range of professional services. 3 Normally, if you donate your time, you 2) charge frit ) don't charge fort charge twice as much as for other work. 4 This article uses ‘donate’ to mean... a) always charging nothing at all ») charging nothing or sometimes charging areduced fee, 6) occasionally charging the full rate. 5 The opposite of ‘seiess'is. a) selfish. b) selfhelp. c) self-service 6 Which of these words is least similar in meaning 10 ‘deeds’? a) doings b) acts ¢) thoughts 7. The reward for doing pro bono work comes in the form of a) better career prospects. b) more jab satisfaction. Qa better salary for your current job. TEXT BANK + UNITS 3. Where are these aspects of doing pro bono work mentioned in the article (lines 11-45)? Which are not mentioned? You may have the chance of. a) seeing very practical aspects of projects. b) working with the chairman, even if you are a recent graduate recruit, 9) getting 2 more rounded way of looking at things than you would in a large company. 4) improving healthcare in the developing world. @) doing work with more responsibility. §)_working on projects in the developing world. 8) understanding how hierarchies work. 4 Match the verbs with the expressions that they go with (lines 46-77). 1 use 2) the divide 2 bridge b) anethical dimension 3 add ©) professional skis 4 start ) more freedom 5 have ©) the project 6 have ) the positive effect 7 see ®) the opportunity 8 understand by) the overall results 5 Now match the opinions (a-e) to the people ‘who might have expressed them (1-4). (One of these people relate to two of the opinions.) (lines 46-77). 1 Rhymer Rigby 8) “couldn't just ignore this social problem." ) ‘You really have a chance to work independently. 9 You get id see the results of your own work more easily’ @) ‘itgives you the ‘opportunity to know that you're doing good.” ©) ‘Itallows us the chance to have contact with some of our neighbours.” 2 Royce Bell 3. Phil Georgiadis 4 Maya Mehta Over to you 1 Think about your organisation or one you would like to work for. What pro bono projects would it be advantageous forthe organisation to carry out? Over to you 2 Identify an area In which you personally might like to do pro bono work. Discuss the main points of your campaign. 123,3 | Building re unit lationships Delica ies a Ly Before you read What advice would you give toa business visitor on building relationships in your country? Reading Read this article fram the Financial Times by isabel Gorst and do the exercises that follow. BE Hot and cold Isabel Gorst ‘When Russia frst opened up t for- ‘eign investors in the 1990s, some puzzled international business peo- ple would take psychologists into 5 egotiations to help fathom what sas going on. Two decades later. the Russian business world seems out- wardly accessible. Russian ‘companies have built flashy corpo- to rate headquarters and have teams of English-speaking managers with western MBAs, But deep down, Russian business culture ~ a mix of the authoritarian and the free~ ts wheeling — remains alien to foreigners. For their part, many Russian business people still egand outsiders with suspicion and prefer to work — and play — within close- sn knit circles. “The western practice of compart mentalising work and personal life has not caught on in Russia, where business aries on round the clock. as Russian laws are unclear and dan- gerously open to interpretation, 30 ‘business people prefer to strike deals ‘on a comradely handshake rather ei alll 124 reception awaits Moscow’s visitors than rely on written contract, vw Ivan Korsak, the trade commis sioner at the Belgian embassy in Moscow, says: “Fifty per cent of doing business in Russia is about selling a product, and the ss restis about building relationships. “The fist thing is to convince Rus- sians you have a value-added product and that you are a person they can trust Price is secondary 10 all that.” he says Responsibility for decision-mak- ing rests atthe highest level in most Russian organisations. Doing a deat in Russia is about building trust with ‘one of two people at the top, says Daniel Wolfe, a Moscow-based. entrepreneue, “It's better to spend ‘ime figuring out how to get an audi tence with them than on devising flow charts and power-point presen- tations to sell your product. Russian business people prefer face-to-face meetings, reflecting fan ingrained suspicion that ss welecommunications are tapped Nonetheless, fixing high-level éte- LeveLor a-téte can be frustrating. All too often, advance requests for appoint- ments will be brushed aside with “Let's call each other when you arrive”. “It's always a muddle right up tothe Last moment, but inthe end. everything always works out.” says ‘one expatriate hanker in Moscow. s Russians address each other by first ames and patronymics, leaving surnames aside, Nicknames add ‘another layer of complexity provid~ ing fertile ground for gaffes. The +0 Vladimir met in a boardroom can tur into Volodya by lunch or Vova ina late night bar. Russians know their language is difficult and are Forgiving of foreigners’ mistakes. vs Exteral appearances matter a lt. If you have to choose, a big ear is more impressive than 2 faney office suite. Business attire is a formal suit and tie. Clean shoes ~ the more ‘expensive the better ~ are an abso~ lute must, Chunky timepieces are part of the business kit, ‘© Pearson Education Limited 2011 PHOTOCOPIABLEHUVUVUUYUHBVUHOVUHUVUYUUUUUUUUUUUvUvUndvvoUUd eee 1 Imagine that each paragraph has a heading. Put the headings in the correct order. a) The use of names b) The importance of appearances ©) Arranging meetings @) Building trust ©) The ((naccessibility of Russia f) Personal and professional ife g) Talking to the right person 2. Find words (lines 1-20) that mean: 2) understand, (6 eters) ) seemingly (9 eters) 6) open, (10 letters) 4) attractive but notin good taste, (6 etter) ©) managed by a powerful person whose decisions sire not questioned. (13 letters) 8) very sliferent and hard to understand, ( eters) 2) uncertainty about the honesty fathers’ motives. (9 letters) ‘h) describing a group, etc. where people know each other very well and others init difcuit to enter (5 letters, 4 letters) 3. True or false? (lines 21-64), t ) you compartmentalise two things, you keep them together. ') something catches on, alot of people start doit. ©) allawis open to interpretation, it may have several meanings. ) you strike a deal, you make one. ©) price is secondary it's the most important thing. ) a request is brushed aside, it is ignored, 8) a plan works out, itis not realised, 4 Match the two parts of these expressions. (lines 52-82). 1 ingrained appearances 2 high-level banker 3 advance office suite 4 expatriate requests 5. extemal suspicion 6 fancy timepieces 7 chunky tetea-tate worocoptaate © Pearson Education Limited 2011, TEXT BANK >» UNIT3 5 Now match the expressions above to these examples of them (a-g). 2) a one-to-one meeting with the head of Gazprom b) a Hugo Boss suit and leather shoes altogether ‘worth $1500 ©) the idea, impossible to get rid of, that phone conversations are tapped @) three very attractive connecting offices in an expensive business park ©) Rolex watches one centimetre thick 1 a French executive working for SocGen bank in Moscow 8) asking to see the head of Gazprom three weeks before your visit Over to you 1 Look at the headings in question 1 above. Put your advice to a business visitor to your country under these headings. (You can repeat some of the advice you gave in Before you read! above if you wish.) Over to you 2 “t's not what you knowl’ who you knows tis true of your country and others that you know? If so, in what ways? Ifnot, why not? OINVE 1X31unr 4 | Success Cool SPAT ECO at Before you read Whos the most sucessful businesswoman in your country? Hw did she become succesful? Reading Read ths article from the Financial Times by Lucy Kellaway and do the exercises tht follow. FT LeveL oF A guide to being a successful female boss FY tscyKetaway BE Sepa rrecnisaiesl | ue eae victoria | useage Zen sWnomenhateccatnes "Goce Ecce Apples hs Son aur be | tnt vod'nic mie coer in cceticlcnahDaeret et 7 Rene ue exbiag- efor 20 2 stresofthelsuceess Thenumber the past thee yours of 529. per ope her busine whe sae f+ chewomm opicosiniation, _scOncmiguiparhuec ute, Cig tues wile mos Be Sp comscatiiarice a becmrorrms mac: Cee aa eae ete fi dene Rested of Kate henttaceicwomehinetes nat arena You mist folly yourpeson-The waitin na cheat oe sane fe wih i Stewtacaine ictepeascet faraumcayb Ceckeewans ay colnet sane eat ih [>| uterganeamcetieteyeorst — tecyeteclaereaweiss senitgnar man be baie, For Stal plins oftarek ui makigeoaeetmnomere, Seb Duet and fee alk oer Bi Sgro ain Deke geece eee eae i There wat only coe dscrdantmenteager Mice teaae |” prem cme mili ; note. This was sounded by Dong Last week I went to see The Sep- in the meantime they have a choice. Se sticknceiene erate as, ano eT AppimryaChbcsemanifcane «© liewAmcicat Wepre codes ain ug, feat sl Clircctiisninasite "oeanntatue erases « Meme satis elon x iu Sawant Sonneeae aa eee i woman inthe world“ never miss,” _trilliantly inthe most highly evolved are wrong. no one Wil notice utomniTomauciuts ouentonenmean na Zifcaamgecscet ica Me Euinged eet omene reminc gies Siefiaelaocceae pecanaea sane! Wasi Dont ietsos | folerayos aa maps St PEvuUuUUvUUUUUUUUUeUEUVvvUUueveUuUUveuUuUue ea 1. In lines 1-23, find reasons given by top women executives for their success. f a) work b) have follow 4) believe in ) tyto 1) believe in D tytobe h) never ) never ) amalways 2 Now match each reason above to the executive who gave it and the company that she works for. (In some cases, no particular person or company is mentioned.) 3. Which three of the above reasons are ‘discordant’? Why? 4 Which alternative could be used to replace the expression in italics without changing the meaning? 1. Yet Sister Dong, as she is sometimes known, has achieved results. a) fabricated b) objectiied produced 2. GRE has achieved shareholder returns in the past three years of 529.5 per cent 4) return on sales) retum on equity return on assets 3. im china, a) hatred b) indifference ©) liking 4. autocracy is considerable .. a) authoritarian management ) democratic management ©) Scandinavian-style management 5. ..and hasn't evolved to include such soppy practices as mentoring or 360-degree feedback. a) emotional) strong «) soapy 6 ..the Sister-Dong-never-wrong approach can work quite brilliantly in the mast highty evolved ‘and most competitive of industries: fashion. 4) backward b) developed ©) complicated the fondness for. TEXT BANK >» UNIT 5. Use correct forms of expressions from the lines 46-67 to complete these statements: ) Someone not that attractive or likeable is b) People wio work under someone else's authority are thelr ©) Ifyou stay ina job when you might be expected not to, you there ) Someone rejected by an organisation is ®) Someone destroyed by an organisation is by it 1) Ifyou achieve something difficult, you 8) IF you manage people by making them feel afraid, you h) Fyou talk about something constantly, you it, ‘If people don't pay attention to something, they don’t it, 6 Which statement sums up the article best? Western ideas about management success... a) are all wrong. ) may be right, or they may be wrong, but some women succeed in totally different ways, ©) may be right, but we dan't really know. INV 1X3. Over to you 1 Go through the answers a-jto question 1 above What do you think of each ofthe secrets of success? Give yourreasons, Over to you 2 “in China, . the fondness for autocracy is considerable.’ Is this tre in your country’s companies? Why? / Why not?