2 Corporate image zations PR er » corporate makeovers Hon i) er noe avaae Maurice snd Righowd NeDoaiy ‘Company founded in (place/date) 1 15.09-1955 Der g one i Company founded by Mascot vvpe Vs Discus: [Ell Work with a partner. What do you know about McDonald's", the global fast food che How would you describe its corporate image? Complete as much of the information eae eae ore aT) \linets ee | | uk Reading for gist EW Read the text about the McDonald's corporate makeover. cue, 1 Add any missing information you can to your table in Exercise 1 above. 2 Why was the company in trouble at the end of the 1990s? Summarize the reasons in queen > Piipaenmmpreranesoctane TOMS + the way the restaurants look the mena St the corpora value made iyvord AR ids be getute v5 wien 5 Loan qe Reading for detail: ont dle y, ED Use the context to work out the meanings of the following expressions from the text. golden arches (line 14) 5° ess is more’ treatment (line 82) dead-end Mcjob (line 35) 6 corporate scam (lines 87-88) 8 Ceca back-to-basies fruits ofits labours ‘green on the inside green on the outside BSE scare (line 35) in your face (line 114) PR pratfalls (line 45) ‘Starbucksy” image (line 138) greenwash El who or what ar inyour face 1 Ame Jacobsen (line 5) 4 Watford FC (line 90) sbaEE 2 Hemel (line 12) 5 Steve Easterbrook (line 92) 3. Prince (line 46) 6 Jamie Oliver (line 139) [Gi Read the text again. How would you describe the attitude or stance of the writer Peet Peete re towards the subject matter? Why? Find three pieces of evidence in the text to support your view. ‘Search for the keywords building corporate és image to find strategies poring janedl discussion businesses use to [i D 1:17 Listen to the continuation of the ar enhance their image. A i " Sileesintotmeten 1 Why could itbe difficult for McDonald's to m: Pues Gia operating? What challenges might it face? Stace 2 How have the attitudes of McDonald's customers changed with regard to fast food? What — — is responsible for this change? le and answer the questions below. n its commitment to a greener way of 22CSR - CWorrmte Sout Teapowr ivaTHE McMAKEOVER A KHAKI GREEN café restaurant has quietly ‘materialized in Hemel Hempstead, Under subdued lam ight, with the indie roc playing in the background, alunching doctor sts on 2 cury chair modelled on Arne Jacobsen's ‘modernist classic. He could have chosen Rainforest Alince-certiid freshly ground coffee, with British organic milk oa free-range 299, delivered bya lorry powered by biodiesel ram recycled cooking oil, anda bag of carot sticks or fresh fruit. (He couldn't have had a salad because Hemel has sold out But he has lumped for Filet-o-ish, fries and a fzay dink Under its golden arches, and under our very + eyes, MeDonald’s®has been transforming ise ‘And today it announces the fruits ofits labours: financial results for 2012 tat are expected to be excellant around the globe and, in Britain, a triumph, The US-based chain is now selling 2» Mote burgers than at any tne since it rive in Bitain 38 years ago. Sales ae growing almost 2 quickly as inthe 80s boom, and tis yar will help fund a $2n expansion around te globe. Its popularity and profits signal a remarkable 2s comeback. At the end ofthe 1990s, the company ~ founded when Ray Kroc teamed up with Dick ané Mac MeDonalé to open ‘the Des Plaines restaurant in 1955 — was in ‘noubla. Following the MeLibel case, in which + two environmental activists were sued by the corporate giant and (in the end) won, its golden arches had become emblematic of ll that was rotten in capitalism; an obesity crisis in the waster word loomed large; there was disdain »s forthe dead-end MeJob; and Britain's BSE scare recruited an army of vegetarian. From 1999, annual UK sales stagnated at £1bn. In 2005, its profits collapsed by almost two-thirds, from £96.6m to £389, ts restaurants seemed «tted and its dwindling band of customers appeared embarrassed tobe there, McDonald's was dying. ‘wo years later, itis hard to see what, in the ‘wider world, has changed. Last year's headlines «sare a litany of potential PR prtfalls: ‘Fast food is almost as salty asthe sea”, ‘Prince says MeDonald's should be banned’, ‘McDonald's ‘accused of “piracy” by char frm’ are just ‘three, Then there are the stores about a knife «scanner fitted at a McDonald’ in Tottenham, £125 parking fines for folk who dont finish their in Britain) Then there are the new McDonalds replacing the old. Gone are the garish ed signs, the strip lighting the tacky plastic seats and sinister clowning Ronald. An appealing dark geen log 2s cabin-style building as popped up as a drive ‘through in Enfils business park. From Eltham High Street in south-east London to Camberley in Surrey ae sleek green McDonalds, all colourful retro mademism inside, By the end +» of last year, 140 outlets had been reimaged’ This year, another 200 will be given what MeDonali’s cals the ‘less is more’ treatment. ‘What is going on? Has McDonalds become «8 green-on-the-ouside, green-on-the-inside 15 modern restaurant its record profits a sign that ithas won back our trust? Oris its apparent reinvention one of the cleverest corporate scams of our time? ‘Ayoung accountant from Watford and father 12 of three, who love cricket, Watford FC and quarter-pounders with cheese (in oughly that order, has some answers. Steve Easterbrook hhecame Chief Executive of McDonalas UK in April 2006. He is widely credited with 1 their change in fortunes and chuckles at ‘the suggestion that McDonale’s was like ‘the Conservative partyin its desperation to neutralize the negative perceptions clinging to its name, ‘The business did stall ata time when se the society around us was changing as fast as it has ever done,’ he sas. ‘We had begun to look tired. We hadn't reed al the signals that had been sent tous, that todo business in 2007, or ‘more important in 2010 and 2020, you've got ‘esto act ina different way: you've got tobe more approachable,” Trditionally, McDonald's bosses have been a lkely to engage publicly with ther customers 488 to open theit suppliers’ chicken sheds to ‘ve the world, but Easterbrook has dane beth. ‘marching on to Newsnight to debate fast food and allowing ordinary customers to inspect the company’s supply chain, ‘We haven't wanted tobe to in yout face with the communication 1s ofthe says. ‘Hammering big corporate messages to people is boring. We've tried to have @ more conversational tone . [customers] don't want tobe lectured or preached at but they are interested Easterbrook says McDonald's success is because of both its green moves anda back torbasics focus on burgers. He argues that the restaurant has attracted mora customers by extending its opening hours to 6am in 1 many places) improving core food {chicken breast nits chicken burgers and nuggets, switching from fiter to freshly ground coffee and only using Rainforest Aliance-cetifed beans and British organic milk ‘At our core +0 we're a burger business. Bu also we're a modern, contemporary business, he says, ‘and “reimaging” the resteurantsis the most visible ‘way to show customers that you are “with it” Back in a sleek ‘teimaged’ McDonald's in ‘as Chancery Lane, central London, young diners ‘ate both cynical and untroubled by their burger ‘meals. Daren Collings, 20, is impressed by the new, ‘Starbucks’ image. He and his friends ate concerned by Jamie Oliver's exposé of sw battery chickens and want McDonalds to do ‘more about its wast, but ae stil seduced by its convenience - and its burgers. The whole conept of MeDonals is burger, chips and Coke. That's what iti, he says, No one is vas eating 2 salad, although Alex Roberts, 17, 2 student from Luton, reckons that McDonald's has moved with the times with its green initiatives. They are changing, but they are going to sell he stuff that sels, lke Big Macs, vs he says. still makes you fet, doesnt it?” ‘its golden FT aed alt Mat _[e| become emblematic Cola) dal was rotten in capitalism’ TheBusiness 202 Corporate image een eat Vereen nitiatives orporate PR cause-related marketing community investment corporate philanthropy eco-efficiency Discussion Ell Fill in the spaces in the quotations about corporate social responsibility (CSR) below With one of the following nouns. brand environment hypocrisy profits responsibilty ‘The business of business should not be about anaaenancdene eae ba ‘money, it should be about __. It able, to find out about the citizenship of should be about public good, not private greed ain) E whethertitedonatte right things socal, economicaly - and environmentally CSR has built-in incentives for © Procton ano cantewunorg because wien businesses face & conflict ass between making money and social responsibility, making money tends ‘There is one an only one socal responsiblity of to prevail. business — to use its resources and engage in © conse sono. ewrercnavn ND PLANTINORET activities designed to increase its _so 4 long ait stays within the rules ofthe game ‘ANITA RODDICK, FOUNDER OF THE BODY SHOP 1 © sco racovan eonowsr Ethic isthe new competitive © sen rosnson. £0 oF wovnrancoumIEnTeoor EX compare your ideas with a partner before checking your answers on page 120. Which ‘quotations are for CSR and which are against? To what extent do you agree with each one? 24 BusinListening [Ed Some of the main activities big companies undertake in order to demonstrate CSR are listed below: What do you think each type involves? Try and complete the defi 1 Eco-efficiency was a phrase coined by the Business Council for Sustainable Development to describe the need for companies to 2. Corporate philanthropy ~ donating to charities is a simple and reputation-enhancing way for # company to 3 Cause-related marketing is a partnership between @ company and a charity where the charity's logo is used in The charity gains money and profile and the company benefits by associating itself Sponsoring awards - through award schemes, companies position themselves Codes of conduet ~ corporate codes of conduct are explicit statements of ‘Community investment - many companies develop community projects in the vicinity of their sites, 10 D 1:18-1:23 Listen and complete the definitions according to the speakers. How different are they from your own definitions? [El Which specific CSR initiatives by large companies does the speaker mention? List the ‘company names next to the fields of activity 1-6 above. Make notes of any additional information given about each initiative. Reading [Gl Read the extract from an article below about the negative aspects of CSR and match each word/phrase in bold in the text with its definition. IF CSR is imposed from above, | legal requirements; fow delver on CSR: then we run the risk of reducing. | thei promises. IC clear that they . its ole merely (o a toenisie PR now need to move to implementing exercise. CSR inatves can simply | genuine CSR programmes, Ott POSING = imapeneee mes tess the fepoosbllies ot Sealey. | foremmpl, may be econonicly | TNE TAU | sis scat ta envionment sound bts biel? We he Ines Mid ssetods yan Wick erie baw © pale. hath | tarice t CSR but only tweet | of COR. ac a ci eine aa lo | | rum the risk 2) to void something difficult or unpleasant 1 2 smokescreen b) something you do or say as a way of hiding your real feelings, 3 sidestep intentions or activities 4 pay lip service ©) to reveal something that is usually hidden and that is not what 5 tokenistic people claim itis 6 expose the fraud 4) doing something in order to make people believe that you are | being fair, although this is not really true ©) to be ina situation where something bad could happen 1) when someone complies with a certain obligation or expectation but to the minimum possible extent and tokenistic PR exercises can you think of? ‘What examples of smokescreens, paying lip ser iscussion and presentation Inten research Work in groups. Prepare a presentation on one of the CSR initiatives of the big multinational companies mentioned in Exercise 3 to give to the class. ‘Search for the keywords FISEASSSEEOREN 1 Evaluate the effectiveness of the initiatives as you understand them. Do you think they are owlones or Bite delivering real benefits both to the companies and to society? What are their strengths tofind the top COR and weaknesses? ‘companies in the UK, 2 How do you think the companies in question could do more to avoid charges of ‘tokenism’ in ‘the US or your county. their CSR policy? What suggestions would you make to improve and/or extend the initiatives Search for SR policy ‘and what benefits would these bring? pale 3 Asa class, vote for what you think is the best existing CSR initiative. EEE Group A tir to page 114, Group B tur to page 116. Group C tur to page 119, | heBusiness20 25GCOTAROTALS WRASSE > future forms CETL Sen ra TRE Cy ) > tentative language Review of future forms Work with a partner. Look at the Did you know? box and list as many structures as Perot you can think of for talking about the future, Then exchange your ideas about the future know’ events below. English has no future 1 your plans and intentions for work and study for the next few months (what you're doing tent, since the form vides a0) of the ver cannot be 2 what youl be doing for Christmas/the summer holidays next year 3a current news story and how you think it mill develop in the future 4 the likely results of the next big political or sporting event in your country (what you think illzvon't and might happen 5 what you hope you mill have done and will have achieved in your car modified to express future time. However, there are over 100 different alternative er and in your life by ‘ways of expresting the future! These include the time you reach retirement age using modal verbs, 9 eS eee Recog! g longer future forms Constructions, © bounelir Bee i El The extracts below from journalistic texts contain examples of alternative future verge of forms, Identify and underline the structure used to indicate the future. Mark the expressions as C (certain), P (probable) or T (tentative). 1 The disastrous results look bound to reinforce accusations that the US and British governments grossly underestimated the scale ofthe problem. [C] 2. Mortgage rates seem unlikely to be cut any time soon. (1) 5 Until recently workers in farflung manufacturing facilites were not asked what they thought of the companies they were supplying. That may be about to change. L] 4 Sayako Industries, recently voted the smartest company on the planet, is poised to take over its long time rival, Venezia. L) 5. Following a spate of appalling sales figures and a brace of profit warnings, INN-signia, the hotels to pubs chain, appears on the verge of collapsing. C] 6 Biggleswade Cereals is expected to announce a major acquisition later this week. C] 7 Last week’s potentially fatal fu outbreak should not fect fullyear profits, the Dorchester Group announced yesterday. [1] 8 Newcomer South-West Retail could just overtake veteran Sell-By Jeans inthe lucrative teenage-to-wenties clothing market. C] 9. Its ikely t be an old-style battle between old and new. [) 10 Traverse may end their blockade soon. [1] EE Decide on the degree of certainty indicated by the future forms in the box. Put each one into the correct column in the table. be poised to will probably be on the verge of be on thebrink of may beset to should be going to bebound to could be certain to Almost certain (8 expressions) Probable (3 expressions) ‘Tentative (3 expressions) be on the point of be likely to might IED Replace the expressions in the sentences in Exercise 2 with an appropriate alternative future form from the table which expresses the same meaning. 26 Business 20tative language err pest English has no future tense, since the form of the verb cannot be modified to express future time. However, ‘there ae over 100 Gitferent alternative ways of expressing the future! These include Using modal vers, e.9 will, may and ther constructions, eg. bound to ison the verge of. > Gemma and paces eens 26 Corporate image Pe eer eet erty Review of future forms IE Work with a partner. Look at the Did you know? box and lst as many structures as you can think of for talking about the future. Then exchange your ideas about the future events below. 1 your plans and intentions for work and study for the next few months (what you're doing and going to do) what youl be doing for Christmas/the summer holidays next year ‘current news story and how you think it milf develop inthe fature the likely results of the next big political or sporting event in your country (what you think willavon't and might happen) what you hope you will have done and will have achieved in your career and in your life by the time you reach retirement age EA The extracts below from journalistic texts contain examples of alternative future forms. Identify and underline the structure used to indicate the future, Mark the expressions as C (certain), P (probable) or T (tentative), 1. The disastrous results look bound to reinforce accusations that the US and British governments grossly underestimated the scale ofthe problem. (¢] 2. Mortgage rates seem unlikely to be cut any time soon, C] 3. Until recently workers in far-flung manufacturing facilities were not asked what they thought of the companies they were supplying, That may be about to change. 1] 4. Sayako Industries, recently voted the smartest company on the planet, is poised to take over its long-time rival, Venezia. C] 5. Following a spate of appalling sales figures and a brace of profit warnings, INN signia, the hotels to pubs chain, appears on the verge of collapsing. C1] 6 Biggleswade Cereals is expected to announce a major acquisition later this week. 7 Last week's potentially fatal flu outbreak should not affect full-year profits, the Dorchester Group announced yesterday. C] 8 Newcomer SouthsWest Retail could just overtake veteran SelL-By Jeans in the lucrative teenage-to-wenties clothing market. [] 9. Its likely to be an old-style battle between old and new. C 10. Traverse may end their blockade soon. [] Decide on the degree of certainty indicated by the future forms in the box. Put each ‘one into the correct column in the table. be poised to will probably be on the verge of be on the brink of may beset to should be going to beboundto could becertain to Almost certain (8 expressions) Probable (3 expressions) ‘Tentative (3 expressions) ‘be on the point of, be likely to ‘might IZ Replace the expressions in the sentences in Exercise 2 with an appropriate alternative future form from the table which expresses the same meaning.Using future forms [Ei Read the article below from a grocery trade magazine and fill in the spaces with a suitable form of the verb in brackets. To help you make an appropriate choice, consider how likely the ‘event is to happen. Zim i. _. ss ‘Over the coming months look out for widespread changes across the grocery sector. Three of the major supermarkets appear to be planning image makeovers to woo back customers from the lower-cost retailers. Any time now FReSH Foodstores. w (unveil) its newsformat stores featuring separate delicatessen and organic food ‘pods’. With their new logos and signage and a contemporary colour scheme, the newlook FReSH stores (2)____ (shake up) the competition, ‘Meanwhile, industry rumours suggest that market leader Right Ways, (3) _— (respond to) is rivals plans by launching its own revamped stores. The speculation is that it has its own image makeover planned. These plans } (4) (focus on) smartening up the stores and checkout areas as these were recently found to be in need of improvement. Although RightWays efforts in this area haven’ always been as successful as it might have hoped, this new strategy (5) _____{just/work). Finally, market challenger My Grocer has its own plans afoot. We can‘ give you the details right now, but if all goes well it (6) ___ (close) the gap with RightWays. Competition watch out! a | rr piste Tentative language Is used in academic bate to present ideas {as ideas rather than definite answers, 9 This ems to indicate (this is what think my research proves) rather than This proves. Tentative expressions are also employed when ‘the speaker wants to soften a message and present it as ‘objective! rather than personal ‘pinion, e.g. when ‘giving criticism or bad ews. Typical tentative language includes limiting words, e.9, possibly and probably, ‘oftening verbs, e.9, ‘appears and indicates ‘and modals, eg. could ‘and may. > Grammar en Internet PEN ey Search forthe keywords tentative language to read more about this. \What seem to be the ‘eit common ways of sounding tentative? cn carbon footprint signage Tentative language [Gi Read the Did you know? box about tentative language, then writ Using the expressions in brackets so that they sound more tentative. 1 In today’s modern business world far too much emphasis is placed on corporate image. (tend to) Intoday’s modem business world far too much emphasis tends to be placed on corporate 2 What? Leave the new marketing assistant in charge of the corporate rebranding can't believe you'e trivializing such a serious matter! (appear to be) the sentences below 3. The response to our survey showed that brand recognition in many of our target markets is poor and weaker than the competition. (seems to indicate) 4 Given our image, itis going to be impossible to break into the American market. (may/ prove challenging) 5 Our consumers are going to demand more information about our carbon footprint. (appears likely) 6 The Board have lost confidence in your abilities to lead the department, (have expressed concern/are concerned about) 7 There are parts of the report on our CSR projects that need rewriting. (might/benefit from) Speaking EX Work with a partner. Look at the situations below and take turns to break the news to your partner using tentative language. Take a few minutes to prepare and make notes about ‘why the situation happened. Keep talking until you have ticked off and used at least four of the tentative expressions in the box. Dilikely Cprove challenging Clseemto [tend to Clappear to ibe concemediexpress concern L]benefit from [Tindicate 1. Explain why this year’s sales results are so bad. 2 Tell someone that their contract is not going to be extended. 3. Explain why there has been a recent outbreak of food poisoning, 4° Tell someone that they will have to relocate to Alaska if they want to keep their job There appears to have been a recent outbreak of food poisoning in our kitchens. Please don’t be alarmed because the infection doesn’t seem to be a serious one and those affected have tended t0 recover fairly quickly. However, the health and safety officers expressed concern with regard to the overall levels of hygiene in the kitchen premises.Corporate image — Pee cat Ee Ca’ ‘Fective delegation MONDAY _| (“TUESDAY _] [“WEDNESOAY | [THURSDAY FRIDAY, er © roleplay: practise elegating and feedback iM Discussion Work with a partner. Tell the story in the cartoon. What points are made about managing the working week? Ei Research shows that our moods and aptitudes follow a pattern each week. Which days of the week do you imagine are best for doing the following? holding meetings doing sport finding a new job making redundancies + asking for a rise : brainstorming : + getting important jobs done + setting goals : El Work with a partner. Student A, read about Monday, Tuesday and Wednesday on page 114, Student B, read about Thursday, Friday and the weekend and holidays on page 116. Share what you have learned, and compare it with the ideas you discussed in Exercise 2. Give ‘examples from your own experience which support or contradict what you have read. Prioritizing and delegating Il write a ‘to do’ list of at least eight tasks that you could do in the next week. Decide which items on your list are urgent and important (A), urgent but not important (B), brainstorm important but not urgent (C) or not important and not urgent (D). delegate Paired Comparison Analysis tasks which have to be done as soon as possible. tasks which lead to achieving an important objective.) Important ee Urgent A research [reer gaat ‘Search for the keywords Paired Comparison Analysis to learn how {0 use this decision making tool to establish priorities. [Ei Use the Paired Comparison Analysis from Internet research to pris important (A) tasks on your ‘to do’ list. ize the urgent and cussion [Gl Work with a partner. Discuss your ‘to do’ list. Think about the questions below. Which items would you be reluctant to delegate? Which items could you delegate toa trusted friend or team member? Which items could you delegate to an inexperienced team member? Are there items you could afford to ignore? ‘What are the advantages of delegation for managers and their teams? Brainstorm a list What are the reasons why many people are reluctant to delegate? Brainstorm a lst 28° TheBusiness 20stening Ed D 124-128 Read the guidelines for effective delegation, and then listen to five extracts from a meeting. Margarita is delegating a cost-cutting project to Robin, a member of her team. Match each extract with steps 3-7 in effective delegation. © Define the task and check itis SMART (Specific, Measurable, Achievable, Realistic, Time-bound) © centiy the person who can do the job. ‘© Explain the reasons why you are delegating the task to them. (_] results you expect. (] will do the job, and what resources are naeded. (] 1es, review dates and feedback strategies. (_] ‘Communicate details to other people who need to know. (] Human Resources? jou can that? 9 10 new procedures. TEX D 1:24-1:28 Listen again and complete the sentences. 1 Tike you —___ ‘ways of reducing our travel costs 2 Is that something youtl be ° 3 Think about how much time youll need, and ____what you decide, | 4 Tsuggest you every two weeks oF 50, OK? | 5 Til Kim____ youre the projec. | 6 Td appreciate it you could confidential | 7 Tthought Td Estelle Some of your paperwork does | that? | 8 Asa first step, could you ‘with proposals we can | El Work with a partner. You are assigning tasks to your team. Take turns asking and answering these questions. Can I have someone to help me? When do you want it for? How much initiative can I take? What should I tell my colleagues? 1 What do you want me to do? 2 Why me? 3. How do I know if I've done it right? 4 Does anyone else know about this? Roleplay DD in groups of three, take turns as A, B and C to practise delegating, using the seven steps from Exercise 7. Student A: Delegate one of the tasks from your ‘to do’ lst in Exercise 4 to Student B. Student B: Be yourself and react naturally. ‘Ask questions if necessary. Student C: Monitor the conversation and give feedback after the meeting. Point out effective delegating behaviour as well as giving constructive criticism, eee nar ‘heBusiness26 29