Licenciatura em Comunicação Empresarial

Ano letivo 2020/2021

Inglês Empresarial I

Chapter 1 – Working Together

Docentes

Clara Sarmento e Célia Tavares

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 Global Business Speaks English

(2012) By Tsedal Neeley

(Professor of Business Administration in the Organizational Behavior Unit at Harvard Business School)

Ready or not, English is now the global language of business. More and more multinational companies are
mandating English as the common corporate language—Airbus, Daimler-Chrysler, Fast Retailing, Nokia, Renault,
Samsung, SAP, Technicolor, and Microsoft in Beijing, to name a few—in an attempt to facilitate communication
and performance across geographically diverse functions and business endeavors.

Adopting a common mode of speech isn’t just a good idea; it’s a must, even for an American company with
operations overseas, for instance, or a French company focused on domestic customers. Imagine that a group of
salespeople from a company’s Paris headquarters get together for a meeting. Why would you care whether they
all could speak English? Now consider that the same group goes on a sales call to a company also based in Paris,
not realizing that the potential customer would be bringing in employees from other locations who didn’t speak
French. This happened at one company I worked with. Sitting together in Paris, employees of those two French
companies couldn’t close a deal because the people in the room couldn’t communicate. It was a shocking wake-
up call, and the company soon adopted an English corporate language strategy.

Similar concerns drove Hiroshi Mikitani, the CEO of Rakuten—Japan’s largest online marketplace—to mandate
in March 2010 that English would be the company’s official language of business. The company’s goal was to
become the number one internet services company in the world, and Mikitani believed that the new policy—which
would affect some 7,100 Japanese employees—was vital to achieving that end, especially as expansion plans
were concentrated outside Japan. He also felt responsible for contributing to an expanded worldview for his
country, a conservative island nation.

The multibillion-dollar company—a cross between Amazon.com and eBay—was on a growth spree: It had
acquired PriceMinister.com in France, Buy.com and FreeCause in the U.S., Play.com in the UK, Tradoria in
Germany, Kobo eBooks in Canada, and established joint ventures with major companies in China, Indonesia,
Taiwan, Thailand, and Brazil. Serious about the language change, Mikitani announced the plan to employees not
in Japanese but in English. Overnight, the Japanese language cafeteria menus were replaced, as were elevator
directories. And he stated that employees would have to demonstrate competence on an international English
scoring system within two years—or risk demotion or even dismissal.

The media instantly picked up the story, and corporate Japan reacted with fascination and disdain. Honda’s CEO,
Takanobu Ito, publicly asserted, “It’s stupid for a Japanese company to only use English in Japan when the
workforce is mainly Japanese.” But Mikitani was confident that it was the right move, and the policy is bearing
fruit. The English mandate has allowed Mikitani to create a remarkably diverse and powerful organization. Today,
three out of six senior executives in his engineering organization aren’t Japanese; they don’t even speak
Japanese. The company continues to aggressively seek the best talent from around the globe. Half of Rakuten’s
Japanese employees now can adequately engage in internal communication in English, and 25% communicate
in English with partners and coworkers in foreign subsidiaries on a regular basis.
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Adopting a global language policy is not easy, and companies invariably stumble along the way. It’s radical, and
it’s almost certain to meet with staunch resistance from employees. Many may feel at a disadvantage if their
English isn’t as good as others’, team dynamics and performance can suffer, and national pride can get in the
way. But to survive and thrive in a global economy, companies must overcome language barriers—and English
will almost always be the common ground, at least for now.

The fastest-spreading language in human history, English is spoken at a useful level by some 1.75 billion people
worldwide—that’s one in every four of us. There are close to 385 million native speakers in countries like the U.S.
and Australia, about a billion fluent speakers in formerly colonized nations such as India and Nigeria, and millions
of people around the world who’ve studied it as a second language. An estimated 565 million people use it on the
internet.

The benefits of “Englishnization,” as Mikitani calls it, are significant; however, relatively few companies have
systematically implemented an English-language policy with sustained results. Through my research and work
over the past decade with companies, I’ve developed an adoption framework to guide companies in their language
efforts. There’s still a lot to learn, but success stories do exist. Adopters will find significant advantages.

(…) The full article is available: https://hbr.org/2012/05/global-business-speaks-english

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 WORKING TOGETHER
Background reading

Different Kinds of companies

Companies and corporations

Companies are a very important part of a country’s economy. Businesses produce goods and services, and they
come in every shape and size. Although the vast majority of the world’s companies are small, in many countries
the economy is dominated by large firms. Large businesses differ from small ones in a wide variety of ways. In
many countries there are nationalized companies belonging to the state, as well as private companies. A private
company might be a small firm with just one owner or a very large firm with thousands of shareholders ‘owning’
the firm.
In very large firms the shareholders have very little to do with the day-to-day running of the firm. This is left to the
management. Large companies may be organized into several large departments, sometimes even divisions. The
organizational structure of some companies is very hierarchical with a board of directors at the top and the various
departmental heads reporting to them. Often the only time shareholders can influence the board is at the yearly
shareholders’ meeting.
Some firms may only produce one good or service. Others may produce many different products; in fact, they
may seem like to be a collection of ‘businesses’ inside one company. As a company gets bigger it may expand
geographically. Many large firms are multinationals with manufacturing plants and trading locations in several
different countries spread around the world.

Offices
The physical surroundings of most modern places of work, especially offices, are becoming more and more
similar. Although there are some differences from country to country, one office looks much like another. Office
furniture and equipment tends to be similar – desks, chairs, lamps, filing cabinets, computers, phones,
photocopiers, etc.
The ‘atmosphere’ of the workplace can influence the effectiveness of a company’s employees. Modern offices are
more spacious and better lit, heated, ventilated and air-conditioned than in the past. But of course this is a feature
that varies from firm to firm and may be dependent on the size of the company and its corporate ‘philosophy’. In
some companies, the employees work in large open-plan offices without walls between the departments. In
others, the staff work more privately in individual offices.
Work relations with other people at the place of work include relationships with fellow employees, workers or
colleagues. A great part of work or job satisfaction – some people say the major proportion – comes from ‘getting
on’ with others at work. Work relations will also include those between management and employees. These
relations are not always straightforward, particularly as the management’s assessment of how you’re performing
can be crucial to your future career.

Industrial relations
There will always be matters about which employees will want to talk to the management. In small businesses the
boss will probably work alongside his or her workers. Anything which needs to be sorted out will be done face-to-

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face as soon as a problem arises There will be no formal meetings or procedures. The larger the business, the
less direct contact there will be between employees and management. Special meetings have to be held and
procedures set up, to say when, where, how, and in what circumstances the employees can talk to the
management. Some companies have specially organized consultative committees for this purpose.
In many countries of the world today, particularly in large firms, employees join a trade union and ask the union
to represent them to the management. Through the union all categories of employees can pass on the complaints
they have and try to get things changed. The process through which unions negotiate with management on behalf
of their members is called ‘collective bargaining’. Instead of each employee trying to bargain alone with the
company, the employees join together and collectively put forward their views. Occasionally a firm will refuse to
recognize the right of a union to negotiate for its members and a dispute over union recognition will arise.
Where there is disagreement, bargaining or negotiating will take place. A compromise agreement may be reached.
Where this is not possible, the sides can go to arbitration and bring in a third party from outside to say what they
think should happen. However, sometimes one of the sides decides to take industrial action. The management
can ‘lock out’ the employees and prevent them from coming to work. This used to be quite common, but is rarely
used today.
The main courses of action open to a trade union are: a strike, a ban on working overtime, ‘working to rule’ (when
employees work according to the company rule book), ‘go-slows’ (employees may spend more time doing the
same job) and picketing (employees stand outside the entrance to the business location holding up signs to show
that they are in conflict with the management).
Every country has its own tradition of industrial relations, so it is difficult to generalize. In some businesses, unions
are not welcomed by the management. But in other countries the unions play an important role both in the
everyday working relations in individual companies and also in the social and political life of the country.

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 COMPANY STRUCTURE
Vocabulary

Company Structure

Big companies employing a large workforce have complex internal structures, with separate specialist
departments in charge of different functions.

Exercise: There are nine such departments at this company headquarters. Match each function with the
department responsible for it.

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 PROBLEMS IN THE WORKPLACE / IMPROVEMENTS IN THE
WORKPLACE
Listening

I. You will hear five short recordings about problems in the workplace. For each recording, decide what
the problem was. Write one letter (A-H) next to the number of the recording. Do not use any letter more
than once. You will hear the five recordings twice.

1 ……………………… A. The company tried to operate in too many markets.

2. ……………………… B. The company’s spending priorities were mistaken.

3. ……………………… C. Unsuitable staff were appointed.

4. ……………………… D. The company failed to update its products.

5. ……………………… E. The company’s suppliers were unreliable.

F. The company used inappropriate retailers.

G. A number of new competitors entered the market.

H. The company set its prices at the wrong levels.

II. You will hear five short recordings about improvements in the workplace. For each recording,
decide what improvement has been made. Write one letter (A-H) next to the number of the recording.
Do not use any letter more than once. You will hear the five recordings twice.

1 ……………………… A. Some inefficient equipment was replaced.

2. ……………………… B. A bonus payment system was extended.

3. ……………………… C. A department was moved to new premises.

4. ……………………… D. Training opportunities were increased.

5. ……………………… E. A system of cost control was implemented.

F. Some software was upgraded.

G. A number of specialist staff were recruited.

H. A system of promotion was introduced.

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 PROBLEMS IN THE WORKPLACE
Vocabulary

Speaker 1
1 employment agency A house or building and the land on which it stands.
to supply A local office, shop or group that is part of a larger organization with a main
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office elsewhere.
staff A person who buys something from a shop, pays for a service or
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orders something from a company.
branch A supply of something that a country, an organization or a person has and
4
can use, especially to increase their wealth.
to invest An organization that provides information about available jobs and finds
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employees for companies.
to rent The central office of an organization that controls all the regional
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offices.
7 premises The workers or employees of an organization.
8 resource To buy property, shares, securities, etc to sell again to make a profit.
9 head office To pay money for the use of land, or an office, machinery, etc.
10 customer To provide a person or an organization with a product or a service.
Speaker 2
1 to manufacture Any of the parts of which something is made.
2 component The activity of making or growing something.
3 to source To make goods to sell from raw materials.
production To obtain (parts or materials) from another business, country, or
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locale for manufacture.
Speaker 3
Manufactured or prepared items or raw materials that are for sale.
A person or company that offers the same or better goods and services as
another and therefore competes for the same customers.
To sell at a lower price than or to work for lower wages or fees than a
competitor.
To aim to sell to a particular group of people.
A person who buys goods and services for his/her own use and not for
resale.
Expensive or above the normal value.
Increased worth.
Speaker 4
Purchase of a product by a consumer to replace a prior purchase that has
been consumed.
The desire of consumers to obtain goods and services.
Speaker 5
To establish in business by providing capital, equipment, or other
backing.
Shops that do not belong to a chain.
The amount of goods or services sold.

Dictionaries: www.thefreedictionary.com
Oxford Dictionary of Business. 1993. Oxford:

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 IMPROVEMENTS IN THE WORKPLACE
Vocabulary

Speaker 1
An increase, as in size, number, value, or strength; extension or
expansion.

Specialist knowledge or skill.

Speaker 2
To make something as large as possible (e.g. profit); to make the best use of
something (e.g. resources).

A store of facts and information logically arranged and held ready for use in a
computer.

The process of teaching someone to do a job or of learning to do a job.

Speaker 3
Spending; the money spent.

To choose a person or a group of people for a job or position of

responsibility.

An inefficient use of time, energy and resources.

A request to make, supply or deliver goods; the goods supplied.

The difference between the cost price and the selling price of things.

Speaker 4
To have enough money to buy or pay for something.

Money given or received in recompense for worthy behaviour or high

productivity.

Money in the form of banknotes and coins.

Something, such as the expectation of a reward, that induces action or

motivates effort.

Speaker 5
The control or routine organization of a company or particular business
(abbr.) activity.

To replace (a software program) with a more recently released, enhanced version;

to replace (a hardware device) with one that provides better performance.

Dictionaries: www.thefreedictionary.com
Oxford Dictionary of Business. 1993. Oxford: OUP

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 PEOPLE AND WORKPLACES
Vocabulary

People and Workplaces

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PEOPLE AND WORKPLACES
Exercises

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JOB TITLES
Exercises

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 EXCELLENT WORKING CONDITIONS / EVERY OFFICE HAS ONE
Vocabulary and Exercises

Excellent Working Conditions

Imagine that you have just been offered your first job. Some of the advertised working conditions are listed
below. Match each of the words in bold letters with one of the definitions in the grid below.

 A subsidized staff restaurant

 Compulsory union membership (you have to join)
 Staff warm-up exercises before work every day
 Frequent department social events
 Ten days paid holiday per year
 Guaranteed six days off per month (including weekends)
 A high turnover of staff
 Open-plan, air conditioned offices with individual cubicles
 Possible transfer to a branch in another city
 A company pension plan
 A yearly medical check-up with the company doctor
 Pay guaranteed to keep pace with inflation

Word /Phrase Definition / Explanation

many people often leave the job and many new people start
when a doctor or nurse checks to see if you are healthy
activities that you do with other people for enjoyment
small separate areas of an office with one person working in each
the company (or government) gives money to help pay for something
days when the company pays you but you don't have to work
(your pay rises) at the same speed as all the shop prices also rise
a system of collecting money from workers to pay for a pension
you must do it
gentle, easy activity that you do before trying something more difficult
regular days in the week or month when you don't have to work
when you move to another office / factory in the same company

Now decide for yourself if each of the conditions above is good (write "G") or bad (write "B"). When you have
decided, compare your ideas with other class members and discuss any that you disagree about.

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 Every Office Has One

Here are ten common types of company employees that favor an office habitat. Can you match them to
their typical behavior on the right?

Stereotype / Person How he / she behaves

1. The Boffin ..can't stop working, even on free days.
2. The Perfectionist ..tries to get away with doing as little as possible.
3. The Slacker ..makes sure everybody else has to keep the rules.
4. The Gossip ..always agrees with the boss.
5. The Trouble Causer ..has very high standards. Often it isn't necessary.
6. The Stickler For Regulations ..wants to know about everybody's personal lives.
7. The Workaholic ..makes junior workers work very hard.
8. The Slave Driver ..knows all the theories, but not so good in practice.
9. The Technology Freak ..cannot do his / her work without the latest gadgets.
10. The Yes-Man ..always starts unnecessary arguments.

Q: Do you think these descriptions are negative or positive?

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 SMALL COMPANIES
Vocabulary

Read the text and then decide which word best fits each space. Circle the right answers
below.

Why do some small companies stay small?

It is often assumed that if a small company fails to (0) …expand…, it is because of external
factors. So it may come as something of a surprise to discover that many small companies have only
themselves to (1) ………. for their lack of growth. In fact, if you run a small business, you shouldn’t
waste much time wondering whether you have (2) ………. to investment capital; still less, analysing
fluctuations in (3) ………. exchange rates. You are more likely to (4) ………. the main barrier to
greater success by looking in the mirror.
This is a conclusion that can be (5) ………. from a recent study based on interviews with the
owner-managers of 40 small businesses. The research makes the reason (6) ……….: management
behaviour, however well intentioned, is often the (7) ………. of the problem. This was the
overwhelming view (8) ………. by the managers surveyed: the main barrier to growth was the fact
that day-to-day issues (9) ………. all their time. The problems that many larger businesses face —
lack of funds and insufficient government support — were of relatively minor (10) ………. for these
small companies.
The survey shows that while owner-managers often work very hard running their business,
many never take it on to the next (11) ………. . The reason is that they are too busy (12) ……….
their sales, marketing and finance functions. Limited resources may (13) ………. to this, but many
owner-managers are unwilling to delegate even insignificant decisions. As a result, without realising
it, they create a style of working that (14) ………. them from moving forward. One of the most
important lessons for managers is learning to let go - very few people can do everything themselves.
Instead they need to hire staff able to take (15) ………. some of their responsibilities.

0 A expand B increase C enlarge D broaden

1 A condemn B accuse C charge D blame
2 A admission B entry C access D entrance
3 A currency B money C cash D banknote
4 A specify B categorise C identify D allocate
5 A achieved B drawn C acquired D obtained
6 A clear B distinct C resolved D defined
7 A foundation B ground C base D root
8 A notified B expressed C informed D addressed
9 A caught B occupied C held D contained
10 A significance B meaning C definition D sense
11 A place B grade C position D stage
12 A watching for B looking after C bringing up D waiting on
13 A support B aid C contribute D assist
14 A avoids B obstructs C prevents D evades
15 A over B across C down D along

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 SMALL COMPANIES
Word formation

Read the text below. Use the word given in capitals at the end of each line to form a word that fits in
the same line. There is an example at the beginning (0). Write your answers below.

LOCAL SHOPS

A recent report has come up with some (0) …surprising… findings. 0 SURPRISE
It
shows that many people still prefer to do their shopping in
(1) ……………… shops. They say they particularly like the 1 TRADITION
(2) ……………… attention they get from local salespeople, who take 2 PERSON
the trouble to get to know their customers and are always
(3) ……………… when they serve them. Many particularly like to 3 CHEER
buy (4) ……………… appliances from a local shop because they feel 4 ELECTRIC
that if the products develop any (5) ……………… faults, they can 5 ANNOY
take them back to a shopkeeper who they know and who they feel
will be (6) ……………… . 6 HELP
Another reason people give for preferring their local shops to the
larger stores is that they distrust (7) ……………… salespeople they 7 PERSUADE
say they meet in the big stores. So it seems that people are more
(8) ……………… than we have been led to believe. The report will 8 SELECT
make (9) ……………… reading to all of us who would hate to lose 9 COMFORT
our local shops. It would indeed be (10) ……………… if they were 10 DEPRESS
to disappear.

Answers:

1. 6.

2. 7.

3. 8.

4. 9.

5. 10.

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 SMALL COMPANIES
Open cloze

Complete the following article by writing the missing words below. Use only ONE word for each space.
The exercise begins with an example (0).

The Fish and Chip Shop

Harry Ramsden’s is a remarkable establishment in Yorkshire, in the North of

England. It looks more (0) ...like… a cinema or fire station than a world-famous
restaurant, and it (1) ………. a symbol of a certain attitude (2) ………. food in the
North of England.

The car park beside (3) ………. unique place has up to sixteen coaches in
(4) ………. at any time. Numerous cars, too, (5) ………. every type, size and age,
are also parked there. Outside the building, a queue stretches around the side.
Those waiting to be seated appear rather anxious, (6)
………. if they were children waiting to go into a theme park. (7) ………. is a sense
of excitement. Harry Ramsden’s is (8) ………. merely a restaurant: it is an event.
Inside the vast carpeted dining room, elegant glass lights illuminate tables
(9) ………. are laid with simple blue-checked table cloths, ordinary plates, cups and
saucers (10) ………. bottles of sauce. Everyone is there (11) ………. enjoy the
favourite food of the area — fish and chips, cooked to perfection (12) ………. a
unique environment. This simple meal has been served to film stars, politicians and
miners alike.
Harry Ramsden’s is an English celebration of simple, value-for-money food,
served stylishly and enjoyed (13) ………. all. More Harry Ramsden’s restaurants
(14) ………. opened since the original one, (15) ………. in Britain and abroad.

Answers:

1. 6. 11.

2. 7. 12.

3. 8. 13.

4. 9. 14.

5. 10. 15.

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 WORKING ON TEAMS
Background Information

The Basics of Working on Teams

What is a team?

In the best of all possible worlds, teams are formed deliberately and carefully to meet work needs that an individual
or a group of individuals cannot meet as effectively. Although many groups are called "teams", not every work
group is a team. In a work group, performance is a function of what its members do as individuals. The focus in a
work group is individual goals and accountabilities. A team's performance is measured primarily by the products
produced collectively by the team.

Teams share certain characteristics, including a clearly defined purpose (mission) and goals. Teamwork is defined
by a shared commitment both to the team's process (how the team works together) and to its product (what work
the team accomplishes). This commitment to team process is demonstrated through the development and use of
team norms and ground rules, a willingness to pay attention to group process, and a sense of mutual accountability
both to the members of the team as individuals and the team as a whole.

Types of teams

Project teams are usually time-limited teams formed to complete a particular task. When the team completes its
task, it disbands. Standing teams (sometimes called "intact" teams) are formed as on- going organizational units.
Teams that bring together members from different departments or functions are called cross-functional teams.

What makes a team successful?

There are several factors identified as key to a team's success. They include:

 Shared understanding of the team's mission

 Commitment to the team's goals
 Clearly defined roles and responsibilities
 Agreed-upon groundrules
 An established decision-making model
 Effective group process including commitment to open communication, mutual
accountability and appropriate self-evaluation

Working on a successful team (sometimes called a high-performing team) can be an exciting and empowering
experience. When a team is working well, each member knows that he or she is part of something bigger than
the individuals involved - that the team is greater than the sum of its parts. Team members in high-performing
teams have a sense that the team can overcome obstacles and realize its goals. Communication is open;
members can state their opinions knowing that differences of opinion are valued. Most importantly, successful
teams don't just "feel good", they get their work done, meeting deadlines and achieving their goals.

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 WARMING UP - WORKING IN GROUPS

I - How do you feel about working in groups in your English classes? Do you agree or
disagree with the following? Tick the answer that suits you best:

QUESTIONS YES NO DEPENDS

1. I like being able to discuss ideas with my colleagues.

2. I think it’s a waste of time.
3. I hardly ever speak in English when I work in a group.
4. I always try to speak in English when I work in a group.
5. It’s nice to be able to make mistakes without the teacher correcting
me all the time.
6. I hate making mistakes and I want to be corrected when I do.
7. Working in groups allows me to know my colleagues better.
8. I feel more comfortable speaking in a small group than in front of the
whole class.
9. I prefer to be able to choose the colleagues I work with.
10. It’s hard work for students.
11. It’s easy for the teacher: he/she doesn’t do much while we work.
12. I learn mistakes from my colleagues.
13. I improve my communication skills
14.
15.

II - Now get into groups and compare your answers. Negotiate a statement about working in groups,
taking on board all the different points of view from the different members of the group. Then select a
spokesperson to present your group statement to the class.

Good morning/Good evening. ____

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 STAFF MOTIVATION
Debate and writing

Chris Powell is boss of Suffolk company CJ Electrical

Motivating your staff

Team building exercises and trips to boost staff morale can cost a company thousands of pounds.

But many bosses think a well-planned 'freebie' can deliver a real return for their business, through better team
bonding, staff loyalty and higher productivity. Let’s read and talk about why a small electrical business in the
UK has just splashed-out £8,000 to take their staff to Spain for the weekend...

DEBATE AND WRITING ACTIVITY

Just a nice guy?

Chris Powell runs an electrical business in Ipswich. Recently he took seventeen of his staff to the Barcelona Grand
Prix for the weekend. They stayed in a four star hotel, had slap up meals and a tour of Barcelona's football stadium.
Don't you wish for a boss like that? Is he really just a nice guy or does he, perhaps, have other motives too?

What was the effect?

Matt Brown, one of Chris's electricians, went on the trip and had a great time. When he returned he was full of
enthusiasm. "We were all in high-spirits and now there are loads of in-jokes when you go into the yard in the
morning." "It really brought the team together."

Just think... What do Matt's comments tell you about the way the trip affected the workforce. Do you think
it was worthwhile?

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 STAFF MOTIVATION
Debate and writing (cont.)

How does it motivate?

There is a range of theories about how people are motivated. If you ask people, their first response is usually
'money' but evidence shows that the list is far longer. Matt and his mates were clearly influenced by a weekend
in Barcelona - they'd even chipped in a little to pay for it but they were still working together in a way they hadn't
before.

Just think... Make a list of factors that help to motivate people. Think of ISCAP and work out how
we might increase student motivation.

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Working well as a team...

Matt said it brought the team together. Lots of businesses need people to work well together. The office where
people are always falling out won't get the job done because they all depend on each other. The trip to Barcelona
helped people to work together because they had fun together and got to know each other better. Many
businesses use strategies to draw the staff together. Carphone Warehouse has lots of young staff who need to
work well as a team if every store is to meet the needs of the customers. They hold lots of social events and on
the last Friday of the month - when everyone has run out of money for the month - the company pays for drinks
in the local bar. It seems to work, as the company has been growing successfully for years.

Just think... Explain why team work is important in both service and manufacturing businesses.
Suggest ways in which it might build a stronger team working spirit.

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 MEN AND WOMEN WORKING TOGETHER
A riddle

A French teacher was explaining to her class that in French, unlike English, nouns are designated as either
masculine or feminine. "House" is feminine - "la maison." "Pencil is masculine - "le crayon." A student asked,
"What gender is 'computer'?

Instead of giving the answer, the teacher split the class into two groups male and female - and asked them to
decide for themselves whether "computer" should be a masculine or a feminine noun. Each group was asked to
give four reasons for their recommendation.

The men's group decided that "computer" should definitely be of the feminine gender ("la computer"), because:
No one but their creator understands their internal logic;
The native language they use to communicate with other computers is incomprehensible to everyone else;
Even the smallest mistakes are stored in long-term memory for later review; and
As soon as you make a commitment to one, you find yourself spending half your salary on accessories for it.

The women's group, however, concluded that computers should be masculine ("le computer") because:
In order to do anything with them, you have to turn them on;
They have a lot of data but still can't think for themselves;
They are supposed to help you solve problems, but half the time they are the problem; and
As soon as you commit to one, you realize that if you had waited a little longer, you could have gotten a better
model.

What do you think happened at the end of the class? Turn the page 90º to your left to find out.

Which gender characteristics are implied in each segment?

Write F for females and M for males.

COMING HOME
diligent idle

SPEAKING
roundabout straightforward

WATCHING A ROMANTIC MOVIE

callous sympathetic

BUSINESS TRIP
confined unfettered

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ON A DIET
tenacious wavering

DATE AT 20.00
fussy plain

TRAVELLING
down-to-earth whimsical

TALKING
confrontational cooperative

SEDUCING
brash subtle

TO THE TOILET
gregarious individualistic

HANDBAG
profligate Spartan

SHOPPING
fickle goal-oriented

www.bozzetto.com www.bozzetto.com/flash/fem_male.htm

ADJECTIVES Neg. / Pos. / SYNONYMS

Depends
brash 1. accommodating
2. aggressive belligerent
callous 1. busy
2. capricious caring
confined 1. changeable cheeky
2. clubby collaborative
confrontational 1. delicate direct
2. driven egoistic
cooperative 1. enterprising extravagant
2. fastidious firm
diligent 1. flighty forthright free
2. house-bound
immoderate impulsive
down-to-earth 1.
independent indirect
2.
indolent industrious
fickle 1.
insensitive kind
2. lazy limited
fussy 1. matter-of-fact picky
2.

23
goal-oriented 1. practical rambling
2. refined
gregarious 1. selfish severe simple
2. sociable stark
idle 1. strong-willed thick-
2. skinned unadorned
individualistic 1. uncertain unsure volatile
2.
plain 1.
2.
profligate 1.
2.
roundabout 1.
2.
Spartan 1.
2.
straightforward 1.
2.
subtle 1.
2.
sympathetic 1.
2.
tenacious 1.
2.
unfettered 1.
2.
wavering 1.
2.
whimsical 1.
2.

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 WORKING WITH FAMILY
Listening and word formation

You will hear an interview with a married couple who run a business together. For each question1-8,
mark one letter (A, B or C) for the correct answer.

1 According to the interviewer, why are family-run businesses considered to be so important to the
economy?
A They are more successful.
B There are more of them.
C Their productivity is higher.

According to the interviewer, how long on average does a family-run business last?
A 15 years
B 22 years
C 70 years

What does Jill say can put a strain on a couple’s relationship?

A working long hours
B sharing the same office
C taking too much time off

Why does Jill think childcare issues are not a problem for them?
A They no longer have young children to care for.
B They don’t need to explain work issues to each other.
C They have agreed to share childcare responsibilities.

What does Scott do to help him relax?

A He takes the dog for a walk.
B He plays golf at weekends.
C He listens to music.

The only things Scott and Jill disagree about are

A financial matters.
B artistic matters.
C technical matters.

What does Scott miss about his previous job?

A his male colleagues
B eating out at lunchtime
C help with correspondence

Over the next few years Jill wants to

A export to other countries.
B take on more permanent staff.
C concentrate on design work.

25
 DRESS CODES
Reading and discussion

Dress Code

Fill in the gaps in the following sentences with the correct form of the word in capitals. Use
your dictionary if you are uncertain about spelling.

A businessman sacked his own son because of (0) ….laziness…, LAZY

incompetence and (1) ……………….. . Stuart Bidwell received HONEST
dozens of letters of (2) ……………….. about his work during COMPLAIN
the ten years he was his father’s (3) ……………….. . “He got EMPLOY
(4) ……………….. warnings,” said Stephen Bidwell, Stuart’s NUMBER
father, and the (5) ……………….. of the company. “He was MANAGE
absolutely (6) ……………….. at his job and he didn’t USE
even have the right (7) ……………….. .” Eventually he was QUALIFY
asked to hand in his (8) ……………….. after being caught making RESIGN
phone calls to a girlfriend in Australia. His (9) ……………….. REFUSE
to resign forced his father to sack him, (10) ……………….. FAIR
according to Stuart, who is now suing his father.

Do dress codes still matter?

Dress codes are about conformity. Dressing in a particular way identifies an individual with a particular group or
function. Nowhere is this more obvious than in the workplace. But just because civil servants or the new Tory
leader, David Cameron, no longer have to wear ties while on the job does not mean the starched-collar rigidity of
the past has been consigned to the Pathé newsreels.
This week, the Commonwealth Bank of Australia apologised after criticism that a "grooming guide" it issued to its
staff was too prescriptive. The booklet included advice on how often staff should cut their hair, what underwear
was best and the length at which ties should be worn. The Finance Sector Union of Australia worries the bank's
employees could face disciplinary action if the guidelines became company policy and were breached.

26
Casual Dress Code

Establishing a casual dress code is an inexpensive way to improve the morale of employees. The casual dress
code is appreciated by most employees in its own right, but it also serves as a symbol of management's attitude
toward meeting employee needs.

There is one strong argument against casual clothing at work, and it only applies to specific employees. Certainly,
employees with client contact should wear business attire, as should those who can be seen by clients in the
course of everyday business. Casual dress codes only should apply to employees who cannot be seen, or who
rarely are seen, by clients.

Dress Code and discrimination

Where organisations provide a uniform or require a specific dress code, they should try to avoid including items
that may conflict with the requirements of some religions.

Some religions, for example, require women to dress modestly. By adopting a flexible approach and consulting
with staff affected by the dress code, it is possible to agree on a code that meets the needs of the business and
of individual employees.
Where it is practical and safe to do so, staff may welcome the chance to wear clothing consistent with their religion.

27
 DRESS CODE GUIDELINES
Discussion and Vocabulary exercises

DRESS CODE GUIDELINES

The jumbled list of items of clothing below has been taken from a company dress code. There are DOs and
DON’ts for everyone, some for men and some for women. Try to place them where you think they belong.

Group DOs DON’Ts

Everyone

Men

Women

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Anything denim (jeans, shirts, skirts and dresses)
Athletic shoes Banded-collar shirt
Blouses/sweaters/knit top Chambray Shirts
Clean and pressed clothes Collared shirts
Corduroys Halter tops Khaki shirts Khaki pants
Leggings/stirrup pants
Longer skirts/dresses without nylons in the summer months
Mini-skirts Muscle shirts
Non-collared shirts Overalls
Polo/golf shirts
Shirts with slogans
Shorter skirts/dresses with nylons year-round
Shorts
Shorts shorter than mid-thigh Slacks
Sleeveless anything (except when worn with a jacket or sweater)
Sport coats
Strapless sun dresses Suits
Sweaters with collared shirt underneath Sweatsuits/sweat pants
Tank tops
Thong-type sandals Ties (optional) Torn/ripped/clothing T-shirts
Tube tops Turtlenecks Velcro sandals
V-neck sweater with t-shirt underneath

29
 CLOTHES
Vocabulary

Read the text and then decide which word best fits each space. Circle the right answers
below.

SELLING CLOTHES
I find that working in the clothing department of a good quality store is a (1) ………. and
interesting job. I started in the department where I work as a sales assistant, but last year I was (2)
………. and put (3)
………. charge of the department. Since I have been running the department, I have tried to strike a
balance between the quite (4) ………. clothes we carry and the very up-to-date, ‘trendier’ styles. We
have customers with a range of tastes and I (5) ………. pleasure in knowing that we manage to satisfy
the needs of all of them. It is of course essential to display the clothes (6) ………., so that the customers
will find them appealing. I also have to make sure that my (7) ………. are professional in their approach
to their work. On the one hand, good salespeople have to be (8) ………. but, at the same time, they
have to have plenty of patience. It can be very frustrating when customers change their (9)
……….several times before they finally buy something. There are times when every salesperson just
has to hold their (10) ………. because some customers can be irritating. Having said that, I must admit
that the majority of our customers are polite and very (11) ………. of the quality of service we offer. (12)
……….far the most difficult time for us is the sales period, when the department is full of shoppers who
are determined to take (13) ………. of the special prices. We just don’t stop all day long and at times
we all wonder how we are going to (14) ………. through the day. When the sales are over, though, the
department quietens down and we can take a break.

1 A various B varied C mixed D different

2 A promoted B advanced C raised D upgraded
3 A on B with C at D in
4 A original B traditional C typical D old
5 A have B feel C take D hold
6 A attractively B beautifully C efficiently D successfully
7 A workers B employers C staff D people
8 A persuasive B persuading C pushing D decisive
9 A views B minds C decisions D opinions
10 A breathe B mouth C tongue D words
11 A grateful B appreciative C admiring D pleased
12 A So B At C By D In
13 A opportunity B chance C advantage D benefit
14 A go B get C survive D manage

30
 CLOTHES
Word formation

Read the text below. Use the word given in capitals at the end of each line to form a
word that fits in the same line. There is an example at the beginning (0). Write your
answers below.

DRESS CODES

UK companies have received (0) …criticism… from a business 0 CRITIC

forum for what their report refers to as a rather narrow-minded
attitude towards the dress code for office workers. This follows a
case in which a male (1) ……….. working in the post room of a 1 EMPLOY
large (2) ……….. in the United Kingdom received a 2 ORGANIZE
(3) ……….. for wearing jeans to work. Whilst the report 3 SUSPEND
accepts that there is a need for people dealing with
(4) ……….. to look well dressed, it questions whether employees 4 CUSTOM
who work behind the scenes necessarily need to dress formally.
The authors of the report made a (5) ……….. between the UK 5 COMPARE
and other European nations where employers seem (6) ……….. 6 CONCERN
about the need for their workers to wear smart clothes in
the office. Their (7) ……….. is based on research that claims 7 ARGUE
workers are far more (8) ……….. when they have the 8 PRODUCT
(9) ……….. to dress in a way that they feel most 9 FREE
(10) ……….. in. 10 COMFORT

Answers:

1. 6.

2. 7.

3. 8.

4. 9.

5. 10.

31
 GRAMMAR CHECKPOINT
Key word transformation

For questions 1-8, complete the second sentence so that it has a similar meaning to the first
sentence, using the word given. Do not change the word given. You must use between two and
five words, including the word given. Here is an example (0):

0. A very friendly taxi driver drove us. into DRIVEN

town.
We ....................................................................................... a very friendly
taxi driver.

1. My views on this subject are exactly the same as yours. DIFFERENCE

There ............................................................................... my views on this subject and yours.

2. Sara knew that her brother had to leave by 5 o’clock. NECESSARY

Sara knew that ....................................................................... her brother to leave by 5 o’clock.

3. ‘What’s the height of the mountain?’ Lee asked his father. HIGH

Lee asked his father ........................................................................................................ was.

4. The secretary said that they had run out of paper for the photocopier. LEFT

The secretary said that there wasn’t ............................................................ for the photocopier.

5. I wished I’d done more to help. HAVING

I regretted .......................................................................................................... more to help.

6. They will be selling tickets for the concert during the lunch hour. SALE

Tickets for the concert will ...................................................................... during the lunch hour.

7. We played tennis despite the cold weather. EVEN

We played tennis ............................................................................................................ cold.

8. The manager had the respect of everyone in the office. UP

Everyone in the office ......................................................................................... the manager.

32