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Cambridge University Press978-0-521-18184-6 – Business Advantage AdvancedMartin Lisboa and Michael HandfordFrontmatterMore information

© in this web service Cambridge University Press www.cambridge.org

Student’s BookAdvanced

Martin Lisboa and Michael Handford

BusinessAdvantage

http://www.cambridge.org/9780521181846

http://www.cambridge.org




c a m b r i d g e u n i v e r s i t y p r e s s

Cambridge, New York, Melbourne, Madrid, Cape Town, Singapore, São Paulo, Delhi, Mexico City

Cambridge University PressThe Edinburgh Building, Cambridge CB2 8RU, UK

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© Cambridge University Press 2012

This publication is in copyright. Subject to statutory exceptionand to the provisions of relevant collective licensing agreements,no reproduction of any part may take place without the written permission of Cambridge University Press.

First published 2012

Printed in Dubai by Oriental Press

A catalogue record for this publication is available from the British Library

ISBN 978-0-521-18184-6 Student’s Book with DVDISBN 978-0-521-17932-4 Teacher’s BookISBN 978-1-107-63783-2 Personal Study Book with Audio CDISBN 978-1-107-66634-4 Audio CDs

Cambridge University Press has no responsibility for the persistence oraccuracy of URLs for external or third-party internet websites referred to inthis publication, and does not guarantee that any content on such websites is,or will remain, accurate or appropriate. Information regarding prices, traveltimetables and other factual information given in this work is correct atthe time of first printing but Cambridge University Press does not guaranteethe accuracy of such information thereafter.






The case studies that accompany each unit of Business Advantage have been carefully selected, meaning you will bene� t from seeing how business is done across a wide range of di� erent industry sectors, in organisations of all sizes (both pro� t and not-for-pro� t), and from all around the world.

Business Advantage contains a wealth of expert advice from global business leaders, thinkers and specialists, and uses content taken from a corpus of business language as well as vocabulary from real meetings in real companies. This ensures that you bene� t from learning the skills and the language that re� ect the reality of working in business.

Piaggio Trashy Bags

GE HealthcareAlibaba

success starts here

www.cambridge.org/elt/businessadvantage

Professor Jane Wei-SkillernLecturer in Organizational BehaviorStanford Graduate Business School

Dr Fons TrompenaarsPresident of Trompenaars Hampden- Turner and expert on intercultural communication

Sir James Dysoninventor, entrepreneur and founder of Dyson

Dr Helen HaughSenior Lecturer in Community Enterprise Cambridge Judge Business School, University of Cambridge

Thanks to the innovative Theory-Practice-Skills approach and the substantial input into the lessons and activities from the world of business, success starts with Business Advantage.

AdvancedStudent’s Book with DVD 978 0 521 18184 6Personal Study Book with Audio CD 978 1 107 63783 2Teacher’s Book 978 0 521 17932 4Audio CDs 978 1 107 66634 4plus online material






4 mAp of the course

map of the course

Topic: International marketing

Lesson focus Language Input:reading / Listening

output:speaking / Writing

unit 1: market entry strategies

1.1 Theory An overview of market entry strategies

Market entry terms and concepts

Interview with Dr Dennis De, ESB Business School / An Introduction to International Marketing by Keith Lewis and Matthew Housden, University of Greenwich

Select an appropriate market entry strategy for a private university

1.2 Practice / Case study

Entering the global market

Adding emphasis to explanations

Quintessentially Group Interview with Paul Drummond, Co-founder and Group Commercial Director

Select a franchise partner in a new country market

1.3 Skills Brainstorming Strategies for moving discussions forward

Recording of a management training session on brainstorming

Brainstorm a new brand slogan

unit 2: standardisation and differentiation

2.1 Theory Different approaches to international marketing

Word formations and word partnerships

Two perspectives on international marketing − Dr Marieke de Mooij, University of Navarra and Dr Jim Blythe, University of Glamorgan

Adapt advertisements to fit different cultures


Standardisation and differentiation of a product in different markets

Language to describe brands, products and markets

Piaggio Vietnam interview with Costantino Sambuy, CEO

Decide where to position a brand in a specific market

2.3 Skills Time management The language of time management

Extract of a lecture by Randy Pausch, Virginia University / meeting extract to discuss time management at an IT company

Advise an employee on better time management

Writing 1 Writing notes for presentation slides

Create effective notes for presentations

Language for preparing presentation slides

Presentation materials from Eye to Eye Television

Prepare and deliver a welcome presentation

Watch sequence 1 on the DVD to find out more about International marketing.

Topic: Competition and entrepreneurship

Lesson focus Language Input: reading/Listening

output: speaking/Writing

unit 3: competition within industries

3.1 Theory Porter’s Five Forces Theory of Competition

Different ways of making comparisons

Interview with Dr Alex Muresan, London Metropolitan University

Analyse and present an industry’s competitive forces


Competition within an industry

Noun phrases The UK budget hotel industry article from Daily Mail

Present a hotel chain to potential investors

3.3 Skills Making a sales pitch Persuasive language Extract from a sales presentation by Bizantra

Make a persuasive e-presentation of a product or service

unit 4: entrepreneurship

4.1 Theory Ways of fostering entrepreneurship

Language for giving informal advice

Interview with Dr Shai Vyakarnam, Cambridge Judge Business School, University of Cambridge

Propose a project to foster entrepreneurship in schools


Entrepreneurship in action

Quantifying data Jack Ma ( Alibaba) Extract from The Inside Story Behind Jack Ma and the Creation of the World’s Biggest Online Marketplace

Explore ideas for starting a business in China

4.3 Skills Collaborative and aggressive negotiation strategies

Negotiating language Extract from a negotiation between a manufacturer and a supplier

Negotiate on price

Writing 2 Business plan and executive summary

The structure of a business plan

Key features of an executive summary

Advice on writing a business plan from Royal Bank of Canada

Write an outline business plan

Watch sequence 2 on the DVD to find out more about competition and entrepreneurship.






mAp of the course 5

Topic: Management and leadership



unit 5: crisis management

5.1 Theory Dealing with crisis events

Comparison of strategy and tactics

Extract from The Black Swan – The Impact of the Highly Improbable by Dr Nassim Nicholas Taleb

Decide tactics to deal with crisis events


Successfully dealing with a crisis

Financial terms Ceramic Fuel Cells Ltd Interview with Brendan Dow, Managing Director

Prepare for ‘What if … ? scenarios

5.3 Skills Dealing with conflict Conflictual idioms and metaphors

Extract from a meeting between a restaurant manager and drinks supplier

Deal with a conflictual situation

unit 6: Leadership 6.1 Theory Leadership styles and qualities

Describing leadership styles and behaviour

Extract from ‘Leadership that gets results’ by Daniel Goleman in Havard Business Review

Choose a leader to fit a specific type of organisation


A business leader Understanding proverbs Interview with Nikki King, UK Businesswoman of the Year

Advising an organisation on leadership

6.3 Skills Motivating staff Transactional and transformational language

Extract from a team-building meeting in a hotel

Motivate a staff member

Writing 3 Write effective emails

Email exchanges Features of effective emails

Emails from a chain of correspondence amongst colleagues

Write a fast email exchange between colleagues

Watch sequence 3 on the DVD to find out more about management and leadership.

Topic: Globalisation



unit 7: International communication

7.1 Theory Culture in international business

Key intercultural words and concepts

Interview with Dr Fons Trompenaars, President of Trompenaars Hampden-Turner

Explore and present a work culture


Internationalising a company

Linking ideas and information

Rakuten an article on their English language policy from The Japan Times

Develop an English language policy for an international company

7.3 Skills Conducting successful intercultural communication

Collaborative turn-taking Extracts from interviews with business experts

Make recommendations to improve communication in an international company

unit 8: International outsourcing

8.1 Theory Avoiding outsourcing pitfalls

Outsourcing language Extract from a journal article by Jérôme Barthélemy, ESSEC Business School

Discuss cases of extreme outsourcing


Offshore outsourcing Modifiers and intensifiers Business Processing Association Philippines Interview with Gigi Virata, Senior Executive Director

Resolve misunderstandings between client and outsourcing provider

8.3 Skills Dealing with Q&A Inviting and replying to questions

The Q&A session from an annual shareholder meeting

Deal with a Q&A session discussing staff redundancies

Writing 4 Follow-up emails

Responding to emails Reminding, explaining and requesting

Email from a sales company in USA to a client in China

Write an email to a potential client

Watch sequence 4 on the DVD to find out more about Globalisation.






6 mAp of the course

Topic: Design, technology and innovation



unit 9: Affordable innovation

9.1 Theory Affordable innovation through reverse innovation

Concepts of innovation Article Made in India for the World from Business Today, India

Debate low-cost innovation solutions

9.2 Practice / case study reverse

Low-cost reverse innovation in practice

Word partnerships GE Healthcare interview with Professor Vijay Govindarajan, Chief Innovations Officer

Develop a reverse innovation marketing strategy

9.3 Skills Dealing with criticism Direct, indirect, negative and constructive criticism

Extract from a marketing meeting Make and take criticism

unit 10: Design and invention

10.1 Theory Design in business Noun–noun word partnerships

Interview with Dr Clare Brass, Royal College of Art

Design a solution to an everyday problem


A design-led company Multiple adjectives / Making analogies

Dyson An article about Dyson and an extract from an interview with Sir James Dyson, founder

Explain unusual inventions to potential investors

10.3 Skills Communicating negative information in a positive light

Understand euphemisms Extracts of a presentation given by the Sales Director of a large telecommunications company to managers

Communicate negative information and bad news in a positive way

Writing 5 Writing for meetings

Notes, minutes and agenda

Structure and style in meeting minutes

Extracts from and agenda for a meeting at a large Management Consultancy

Produce an agenda, notes and minutes of an issue affecting the workforce

Watch sequence 5 on the DVD to find out more about Design, technology and innovation.

Topic: Trade, finance and the economy

Lesson focus Language Input: reading / Listening

output: speaking / Writing

unit 11: the economic environment

11.1 Theory Government influence on the economic environment

Word partnerships and verb patterns

Interview with Tatiana Damjanovic, University of Exeter

Assess impact of government and central bank action on a family household


Managing economic and financial risk

Economic and financial terms and phrases

Unilever Extract from company annual report

Advise a company on managing financial risk

11.3 Skills Presenting charts and statistics

Language for structuring and describing

Extracts from a presentation on Driving International Success: Reaching Auto Consumers Globally by Josh Crandall, President of Netpop Research

Represent data on a chart and present it on a slide

unit 12: International trade

12.1 Theory Free trade or protectionism?

Inversion Extracts from Making Globalization Work by Joseph Stiglitz

Debate arguments for and against free trade


The impact of signing a free trade agreement

Terms of economic convergence and divergence

NAFTA Office of Mexico in Canada Interview with Carlos Piñera, Chief Representative

Look at reasons for and against joining a free trade association from business and government perspectives

12.3 Skills Managing meetings Language for negotiating problems

Extracts from a meeting at a business training provider

Overcome problems in meetings

Writing 6 Reporting statistical information

Describing graphs with financial and economic data

Trends, developments and changes

Financial information on leading oil companies

Write a report

Watch sequence 6 on the DVD to find out more about trade, finance and the economy.






mAp of the course 7

Topic: 21st-century enterprise

Lesson focus Language Input: reading / Listening

output: speaking / Writing

unit 13: sustainable development

13.1 Theory The triple bottom line Topic vocabulary Extracts from The Triple Bottom Line: What Is It and How Does It Work? by Dr Timothy F. Slaper and Tanya J. Hall

Use the triple bottom line to discuss impacts on stakeholders


The sustainable city Contrasting language Masdar City promotional presentation

Develop a sustainable city

13.3 Skills Problem-solving Suggestions and advice Extracts from a discussion at a pharmaceutical company

Discuss solutions to problems in a meeting

unit 14: social enterprise

14.1 Theory Perspectives on social enterprise

Word partnerships Interviews with Professor Jane Wei-Skillern, Stanford Graduate Business School and Dr Helen Haugh, Cambridge Judge Business School, University of Cambridge

Discuss funding for a social enterprise in crisis


A social enterprise in action

Referencing Trashy Bags Extracts from company website

Compete for a work placement opportunity

14.3 Skills Conference calls Managing a conference call and interrupting language

A conference call between employees of RESNA

Participate in a conference call to discuss branding

Writing 7 Writing a covering letter for a CV

Job applications Error correction Career advice from a job recruitment agency

Write a CV covering letter

Watch sequence 7 on the DVD to find out more about 21st-century enterprise.

Authors’ thanksWe are enormously grateful to all those people who contributed, supported and put up with us during the writing process. Particular thanks go to all the team at Cambridge University Press. To our editor Neil Holloway, who has played several roles in the project – a clear-minded editor, a motivating guide, a critical reader, and a solid supporter and helper. To Chris Capper, the publisher, for being a firm guiding hand who led the project with skill and diplomacy. To Lyn Strutt for copy-editing with great skill, enthusiasm and a keen eye for detail. To Laurence Koster for a great job with the DVD. To Chris Doggett and Kay George for helping to track down all the permissions that have retained the book’s authenticity.

Our thanks go to all the interviewees, who kindly gave us their time and valued expertise: Dr Dennis De, Paul Drummond, Costantino Sambuy, Andrew Guy, Dr Alex Muresan, Dr Shai Vyakarnam, Brendan Dow, Nikki King, David Prasher, Dr Fons Trompenaars, Professor Hiro Tanaka, Charlie Peppiatt, Tim Rabone, Gigi Virata, Professor Vijay Govindarajan, Dr Clare Brass, Sir James Dyson, Dr Tatiana Damjanovic, Carlos Piñera, Professor Jane Wei-Skillern, Dr Helen Haugh.

We would like to thank our students, colleagues, friends and family, who have helped so much to make this book what it is.

Martin: Thanks to my wife Manuela and my children Max and Nico for their good sense of humour and understanding of life outside the world of Business Advantage. Thanks are also very much in order to the numerous students, colleagues and friends in business and academia whose ideas and suggestions have added real value to the material.

Michael: I owe a debt of gratitude to Martin, my co-author, and to Neil Holloway and Chris Capper, for their considerable support and understanding. Also, thanks to my wife Mayu and daughters Maya and Julia for keeping me going, and to my students and teachers for educating me.






8 IntroDuctIon

Introduction

What is Business Advantage and how can it help you?

Welcome to Business Advantage Advanced. Business Advantage gives you the theory, practice and skills that will lead you to success in international business.

Business Advantage Advanced is the third book in the Business Advantage series. It is aimed at students who wish to progress through the C1–C2 level.

How is the course organised?

There are 14 units in each book. The unit topics at the Advanced level have been chosen to provide you with key themes of business taught on a general management training course or on an academic Business Studies course. Each unit is divided into four lessons.

� Theory Presented by professors and lecturers from business schools and universities – you will gain new

understanding of key business principles and ideas.

� Practice A case study based on texts and interviews with managers in real companies – you will learn how

business theory is applied in practice in the real world.

� Skills Based on real recorded communications in companies – you will understand how business people

really speak to help you perform successfully at work.

� Writing Based on authentic material which will enable you to produce a variety of eff ective written business

communications (every two units).

What is included in each lesson?

Introduction You are introduced to the main content in a user-friendly format. We use your personal experiences, visual images and quizzes to prepare you carefully.

Language focus To improve and broaden your vocabulary and grammatical range. The language syllabus covers the main tenses and grammatical structures appropriate to your level plus key vocabulary and phrases. The language presented is drawn extensively from research and actual examples of English used in business taken from the Cambridge English Corpus – one of the world’s largest databases of authentic written and spoken language. You can be confi dent that the language presented is real language used in business today.

Reading or Listening Introduces and develops theories, topics and ideas about business that are useful in both English and your own language. You also have the chance to improve your speaking skills through discussion questions at the end of each section.






IntroDuctIon 9

Output Each lesson builds to a final Output section. This is usually a group task where you have to use the language and ideas presented to solve a problem or deal with a business dilemma or issue.

Critical analysis and Intercultural analysis Every unit also includes at least one Critical analysis and Intercultural analysis section. Critical analysis will help you develop questioning skills that are necessary in the academic and business world. Intercultural analysis will help you develop an understanding of your own culture and other cultures – a vital skill in today’s business world.

Transferable skill You will also find a Transferable skill section in each unit which will provide you with some very useful tools, such as speed-reading techniques, that will improve the way you learn and the way you work.

What is on the DVD?

The DVD in the Student’s Book contains video case studies to watch after every two units. You can use the DVD for extra listening practice and to find out more about the business topics in Business Advantage. There are documentaries filmed at companies as well as round-table discussions filmed with MBA students from the Cambridge Judge Business School, University of Cambridge. When you see in your Student’s Book, ask your teacher about watching the DVD sequence in class, or watch it at home on your computer or TV.

The video case studies are accompanied by worksheets available on the Business Advantage website: www.cambridge.org/elt/businessadvantage

What is in the Personal Study Book?

The Personal Study Book gives you extra practice of the grammar, vocabulary and skills you have covered in the Student’s Book. There are also additional reading activities focusing on inspirational business leaders and thinkers, together with further case studies on a variety of organisations.

Where can I find more activities?

Ask your teacher about the Professional English Online website for extra activities to do in class: www.cambridge.org/elt/pro

Martin Lisboa is a teacher, presenter and author. His interests span EAP, Business ELT, Business Studies and doing business. He has an MBA from the OU Business School and has taught in Mexico, the UK and Italy. Martin set up his own executive language school in London, and was Senior Lecturer at London Metropolitan University and Assistant Director (Marketing) at the British Council, Milan.

Michael Handford PhD (Nottingham) works at the University of Tokyo, where he is professor of the Institute for Innovation in International Engineering Education. He is the author of The Language of Business Meetings (Cambridge University Press), and has worked as a communication consultant with several multinational companies.




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