AFTER VIEWING
A Critical Thinking: Inferring Meaning
Students infer the meaning of a quote from the video.
Explain that there is no single, correct answer here.
Cucinelli’s quote could be interpreted in different ways.
Have students work in pairs to discuss their ideas about
the meaning of the quote.
Discuss the meaning of the quote as a class. Ask
students to support their interpretations with
explanations. Ask students whether they agree with
Cucinelli and why.
B Critical Thinking: Synthesizing
Students draw on information from both the reading
passage and the video to answer the question.
Read the question aloud. Have students discuss their
ideas in pairs. Encourage them to go back to the
reading passage to recall information, if necessary. Note
that students are asked to discuss both similarities and
differences.
Discuss ideas as a class. Elicit similarities and differences
from the class. Use a Venn diagram to write their ideas
on the board.
ANSWER KEY
AFTER VIEWING
A Answers will vary. Possible answer:
I think he means that taking time to enjoy beauty
and nature keeps us fulfilled and makes us better
workers.
B Answers will vary. Possible answers:
Both companies operate quite differently than
most other fashion companies. They are similar in
that they are both based in small towns instead of
big cities, and they keep production local. Unlike
Zara, Brunello Cucinelli is made for a high-end
market. We didn’t learn a lot about how Zara
treats its employees, so perhaps they are different
in this regard too.
Ideas for … EXPANSION
Ask students to compare the work culture at Brunello
Cucinelli with that of a typical business in their home
countries. Have students work in groups. Tell them to first
explain the typical work culture in their own countries.
Then ask students to discuss what they find appealing
or not appealing about Brunello Cucinelli. Ask group
members to each decide whether they would like to
work there.
36 UNIT 4
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Writing
OVERVIEW
In this section, students learn how to write a comparative
essay. The lesson starts by introducing useful vocabulary for
describing similarities and differences. It then explains how
to write sentences using initial phrases before teaching
how to organize a comparative essay. In the Writing Task,
students apply these lessons by writing and revising a
comparative essay comparing two companies in the same
industry. Students begin by brainstorming the similarities
and differences with their two chosen companies
and organizing this information into a Venn diagram.
Students research online for additional information before
organizing their information into an outline. They then
draft their essays, improve their drafts, and correct common
mistakes related to the use of sentences with initial phrases.
MIN
0
EXPLORING WRIT TEN ENGLISH
S
(pages 86–87)
A Vocabulary for Writing
Students review some useful language for describing
similarities and differences.
Have students work individually to put the phrases in
the correct category.
Have them form pairs to compare answers.
Check answers as a class. If time permits, elicit example
sentences for each term using the topics of Zara and Gap.
Language for Writing: Using Sentences with
Initial Phrases
The Language for Writing box introduces ways to use
initial phrases in sentences. Students were introduced
to initial phrases in the Reading Skill section earlier in
the unit. Initial phrases are useful for both creating
sentence variety and emphasizing certain information
in a sentence. Note that the box offers more examples
of initial phrases, including an example of a short time
phrase with no verb.
B Using Sentences with Initial Phrases
Students practice rewriting a sentence to contain an
initial phrase.
If necessary, use question 1 as an example. Elicit a new
sentence, and write it on the board.
Have students complete the activity individually.
Have them form pairs to compare answers.
Check answers as a class by eliciting new sentences
from students.
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ANSWER KEY
EXPLORING WRITTEN ENGLISH
LANGUAGE FOR WRITING
A Similarities: both, equally, have in common, in
the same way (that), likewise, similarly, the same is
true for
Differences: although, conversely, however, in
contrast (to), instead (of), on the contrary, on the
other hand, whereas, unlike
B Answers will vary. Possible answers:
1. When H&M opened for business in 1947, it only
sold women’s clothes.
2. In 2009, Karl-Johan Persson became H&M’s CEO.
3. Until the spring of 1971, BRS distributed shoes for
a Japanese shoemaker.
4. When BRS’s relationship with the Japanese
shoemaker ended, the company’s name was
changed to Nike.
Writing Skill: Organizing a Comparative Essay
The Writing Skill box explains that there are two ways to
organize a comparative essay: the block method and
the point-by-point method. The block method involves
discussing one subject and then the other. For example,
one paragraph is about Zara, then the next is about Gap.
With the point-by-point method, the paragraphs are
broken up by topic—for example, marketing, production,
and sales strategies. A point-by-point essay typically has
at least three body paragraphs, while a block method
essay will only have two body paragraphs. Note that the
thesis statement is a general statement about similarities
and/or differences.
C Critical Thinking: Analyzing
Students write an outline for a block method essay using
the planning notes provided.
Review the block method briefly. Have students work
on the exercise individually.
Have them form pairs to check their answers.
Discuss answers as a class. Elicit example content
from students. Write the outline on the board, or have
volunteers write their details on the board.
RETHINKING BUSINESS 37
 I
0M N
ANSWER KEY ANSWER KEY
6

WRITING TASK (page 89)

WRITING SKILL
C Answers will vary. Possible answers:
Organization method: Block
Notes for introduction: Apple and Samsung
are both highly successful tech companies; Apple
founded in Silicon Valley; Samsung founded in
Korea
Thesis statement: Although Apple and
Samsung are both highly successful, these tech
companies have each taken a different approach
in reaching that success.
Body Paragraph 1
Topic sentence: Apple’s approach to marketing
and developing new products has worked well
for the company.
Details: direct marketing, taking time to create
innovative products
Body Paragraph 2
Topic sentence: Samsung refined its own
unique approach to marketing and product
development, which has also led to success.
Details: social media, celebrity endorsements;
respond quickly to consumer interest
Notes for conclusion: quite a different approach
to marketing and product development; both
have been successful
38 UNIT 4
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WRITING TASK
A Brainstorming
A Answers will vary. Possible answers:
Read the Goal box aloud so students will be familiar
with the writing task before brainstorming. The aim is to
compare two businesses in the same industry. Remind
students that when they are brainstorming, the most
important thing is to list as many ideas as possible
without worrying too much about how good the
ideas are.
Encourage students to choose businesses that
they know. If necessary, review the basics of a Venn
B Answers will vary. Possible answers:
diagram. Point out that this type of graphic organizer is
especially useful when comparisons are being made.
Allow time for students to brainstorm and write notes.
Allow them to do research online, if necessary.
Remind them that short notes are OK. Allow students
time to work individually and write their ideas.
Have them discuss their ideas in pairs.
B Body Paragraph 1
Planning
Students identify the three points of comparison that
they want to write about before completing the outline
of their essay.
Allow students time to complete their outlines
individually. Provide assistance as needed.
C First Draft
Have students write first drafts of their essays based on
their outlines.
Allow students time to complete the task individually.
Provide assistance as needed. Refrain from error
correction at this point.
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Industry: Technology
Company 1: Apple
Company 2: Samsung
Similarities: household names, dominate mobile
phone industry
Differences: marketing strategies, product
development
Organization Method: block
Notes for Introduction: products, history
Thesis Statement: Although the two companies
have certain features in common, they differ in
terms of history, marketing styles, and the way
they develop their products.
Topic Sentence: Apple is a hugely influential
company in the tech world.
Details: history (Silicon Valley), marketing
strategies (TV ads), product development (takes
long time)
Body Paragraph 2
Topic Sentence: Today, as a large conglomerate
owning multiple companies, Samsung is one of
the largest businesses in Korea.
Details: history (trading company), marketing
strategies (celebrity endorsements), product
development (quicker than Apple)
Notes for conclusion: both leaders, but different
strategies; they challenge each other to make
better products
RETHINKING BUSINESS 39
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REVISING PRAC TICE (page 90)
The Revising Practice box provides a model essay that
has some sections missing and a small number of errors.
Students complete an exercise to revise the model essay
that will also demonstrate how they can improve their
own drafts.
Allow students time to analyze the draft and complete
the exercise.
Check answers as a class. Ask students to identify each
change and explain how it makes the revised draft
stronger.
D Revised Draft
Students should apply the revision techniques used
in the Revising Practice box to their own drafts, where
applicable.
Explain to students that they will be using the
questions as a guide for checking and improving their
drafts.
Go over the checklist questions carefully to make sure
students understand them.
Allow students time to revise their essays.
EDITING PRAC TICE
The Editing Practice box trains students to spot and
correct common errors related to initial phrases. As a
class, go over the information in the box carefully to
make sure students understand what to look out for.
Allow students time to complete the exercise
individually.
Check answers as a class by asking students to read
their corrected sentences aloud and explain the errors.
ANSWER KEY
REVISING PRACTICE
1. b, c, a
2. a. Founded in 1976 in the heart of Silicon Valley,
Apple …
b. Founded in 1938 by Lee Byung-Chul, …
c. Finally, likewise whereas / while …
EDITING PRACTICE
1. In 1975, Steve Wozniak and Steve Jobs built the first
Apple computer.
2. Founded in 1949, Adidas is now one of the world’s
leading sports brands.
3. Offering innovative tech products, Samsung is one
of the most successful business in Korea.
40 UNIT 4
E Final Draft
Have students apply the skills taught in Editing Practice to
their own revised drafts and check for any other errors.
Allow students time to edit their drafts.
Walk around, and monitor students as they work.
Provide assistance as needed.
Collect their work once they have completed it.
For the next class, show anonymous examples of good
essays and common errors.
Ideas for … EXPANSION
Have students work in groups of three to help review
and edit each other’s essays further. Ask each group
member to read another’s essay and try to do the
following:
Correct one error in grammar, spelling, etc.
Give one compliment.
Give one piece of feedback to help improve the essay.
Allow students time to read each other’s essays, take
notes, and then discuss their feedback.
MIN
0 that when animals, people, or robots work cooperatively
UNIT REVIEW
S
1
For all questions in the unit review, allow students to
work in pairs or groups. For question 4, refer students to
the Vocabulary Index at the back of the Student Book,
and have them write definitions or example sentences
for each vocabulary item.
Allow students time to look back over the unit and
note their answers to questions 1 to 3 before they start
their discussion.
For question 4, elicit example sentences or definitions
for each vocabulary item from the class.
ANSWER KEY
UNIT REVIEW
Answers will vary. Possible answers:
1. Zara’s headquarters are in a small town. Zara
embraces stock shortages. Zara’s advertising is
minimal. Zara does not outsource production. Zara
produces items in small quantities.
2. Brunello Cucinelli is a high-end brand. Brunello
1
Cucinelli’s main product is cashmere.
3. the block method and the point-by-point method
4. Answers will vary.
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ACADEMIC TR ACK
Life Science / Sociology
ACADEMIC SKILLS
READING Understanding complex sentences
WRITING Writing a summary essay
GRAMMAR Avoiding plagiarism
(I)—Paraphrasing
CRITICAL THINKING Evaluating Sources
UNIT OVERVIEW
The theme of this unit is collaboration, with a specific
focus on what is known as swarm intelligence—the idea
in self-organizing systems, there are advantages for both
individuals and the group.
READING: The study of a phenomenon known as
the smart swarm has provided insights leading to the
development of a wide range of new technology.
VIDEO: An experiment in a science lab illustrates how
ants are able to work together to choose a new home
for their colony.
WRITING: Students draw on what they have read and
watched to write an essay that summarizes the content
The short passage on the page defines collaboration and
of the unit’s reading passage. The unit prepares them for
gives an overview of how humans have continued to
the writing task by introducing vocabulary for discussing
collaborate throughout history.
collaboration and by teaching them to understand and
Allow time for students to read the passage, study the
break down complex sentences. Students then learn
photo, and answer the questions individually.
how to paraphrase to avoid plagiarism before reviewing
Check answers as a class.
how to write a summary. Finally, they are taken through
the steps of brainstorming, outlining, drafting, and
editing their essays.
MIN
0
S
THINK AND DISCUSS (page 93)
The photo shows a bobsled (or bobsleigh) team working
together to push their bobsled at the beginning of a
race. The title and questions help prepare students for
the subject matter covered in the unit.
Have students study the picture, title, and caption.
Discuss the photo as a class. Why is a bobsled team a
useful example of teamwork? (The picture shows the
5
start of the race, where unison of movement and tight
teamwork are especially important.)
Discuss the two questions as a class. Note that both
questions focus on examples of human teamwork. Ask
students to use their own personal experiences to support
their answers. After leading a brainstorming session for
question 1, use a graphic organizer such as a T-chart to list
advantages and disadvantages for question 2.
ANSWER KEY
THINK AND DISCUSS
Answers will vary. Possible answers:
1. In my case, I work in teams at work to solve issues
or problems that our clients are having. I think
families are teams, too. Families always have to
work together to make decisions and work through
tensions if they want to live happily together.
2. Large groups will have a diverse range of ideas and
opinions, most likely, so this is good for considering
different sides of a situation. However, it’s hard to
come to an agreement in a large group, so that’s
one disadvantage.
0
MIN
S
EXPLORE THE THEME (pages 94–95)
ANSWER KEY
EXPLORE THE THEME
A Answers will vary. Possible answers:
1. The people in the photo are all working together
to build a tower made of humans.
2. Early humans collaborated when finding food
and raising children. They did this to survive.
3. Modern examples of collaboration are common
in the business world. People in organizations
collaborate to be productive.
B accomplish, collectively, complex
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