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Файл:Английский в научных и инженерных целях. Часть 1. Учебное пособие
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TASK 11. Debate in groups:
Express your personal attitude to such innovations at a university as de-
scribed in the text above.
Give pluses and minuses of the project described in the text.
Provide examples of ventures at your university or another when students
and graduates are being involved into university’s research initiatives.
Use information from your university and other universities websites.
VIDEO TASK
TASK 12. Watch the video “Robotic Fish” about innovations designed at Massachusetts Institute of Technology (MIT) for industrial
purposes.
Before watching discuss the meaning of the words and phrases:
– approach somebody (a company) with
a task
– monitor water
– be cast in a mode
– reconnaissance missions – test different materials
– contamination – refine the technology
– polymer and silicon compounds
While watching make notes to answer the following questions:
1. When an oil company approached the MIT team of mechanical engi-
neers?
2. What was the original problem needed to be solved?
3. What is the fish built of?
4. Why would engineers play with fish colors?
5. What is the evolution of mechanical (robotic) fish?
TASK 13. Discuss in the group:
Has the project’s result discussed in the video solved the original prob-
lem?
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What were other issues under study to be viewed by the MIT scientists?
Why does it happen that research to solve one original problem leads to
investigating some other issues?
What other examples of hybrid research do you know or are engaged in-
to?
Self-studies for SESSION 1:
1. Study active vocabulary list for the Session 1, see Appendix 1.
2. Find information about any innovative project performed at technical
university. Report on it for the group. Use Active vocabulary for Session
1. You may want to investigate the websites of University of Newcastle
(UK), University of Southampton (UK), London Met University (UK),
University of South Florida (USA), MIT (USA).
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SESSION 2. A COMPANY STARTS WITH AN IDEA
TASK 1. Discuss the questions:
What gives the start to a company?
Does a company start with an idea?
What successful R&D companies do you know?
What other companies do you know that started with one person vision
of something possible?
TASK 2. Study the expressions that will help you to describe a company.
A Company:
– offers a wide range of …. – is engaged into production of …
– does research in the field of … – manages its research in …
– has created … – deploys …
– develops and produces … – produces, transports, refines, and
markets …
– develops the next generation of scientific breakthroughs in …
TASK 3. Choose to read information about one of the companies from Table 1 and report to other students about a company’s profile. Use the necessary expressions given above.
Table 1
Companies` Profiles
Company’s Name
Optics, correlative microscopy
Carl Zeiss, Inc.
for materials` analysis
Company’s Profile Research
Research with industrial
lenses and custom-tailored
optics
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Company’s Name
Company’s Profile Research
DuPont
Westinghouse
Krupp
Innovative products and services
for markets including agriculture,
nutrition, electronics, communications, safety and protection,
home and construction, transportation and apparel.
Decorative lighting, cords and
cables for phones and computers,
plus flashlights.
Fuel, services, technology, plant
design and equipment to utility
customers and others in the
worldwide commercial nuclear
electric power industry
Automotive industry, bridge construction, aerospace, chemical
industry
the Freon (CFCs) series,
more environmentally
friendly refrigerants. In the
paint and pigment industry –
synthetic pigments and
paints.
Nuclear technology for safe,
clean and reliable electricity.
Petrochemistry,
Aerospace materials and
special alloys.
Cement, minerals
Advanced technologies
wireless and wireline net-
AT&T
Standard Oil
Products as DSL, Web Hosting,
wireless and TV support
Oil. Oil delivery, equipment installation. Air conditioning and
heating repair services.
works.
Content delivery network
(CDN) infrastructure to
boost delivery of IP video
Special oil additives to prevent sediment formation.
Advanced transportation algorithms.
TASK 4. Grammar focus.
Read about Carl Zeiss, Inc. Translate, comment on the usage of Passive
Voice.
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1. Carl Zeiss VISIONMES lenses are developed for crucial measuring
tasks in industry and feature telecentric optics. For optical metrology at
high precision telecentric optics are essential.
2. Every single lens is manufactured in Germany and quality tested with
the accurateness you can expect from Carl Zeiss.
3. The Carl Zeiss Research Award has been presented every two years
since 1990 in honor of outstanding achievements in international optical
research.
4. The 2011 Research Award has been won by Professor James G. Fujimo-
to from the MIT in Cambridge (USA). He has been honored for the development of optical coherence tomography (OCT).
Read about DuPont. Translate the sentences paying attention to –ing
forms.
1. DuPont announced that it has acquired Innovalight, Inc., a company
specializing in advanced silicon inks and process technologies that increase the efficiency of crystalline silicon solar cells.
2. The acquisition further strengthens DuPont’s position as a clear leader
in materials for the solar energy market, enabling a broader and more integrated photovoltaic (PV) materials and technology offering from
DuPont.
3. According to industry estimates, Selective Emitter technology could
represent 13 % of crystalline silicon solar cell production by 2013 and
up to 38 % by 2020.
4. “Innovalight brings in-depth knowledge of solar devices, silicon tech-
nology and Selective Emitter technology, and DuPont adds expertise in
materials science, manufacturing capabilities and global market access,”
said Conrad Burke, founder and general manager – Innovalight.
5. As part of their centennial celebration, the American Society of Safety
Engineers (ASSE) is honoring 100 women for making an impact on
workplace safety.
6. The 100 women are pioneers in advancing the cause of occupational
safety, health and the environment.
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7. Among those being recognized is former DuPont chemist Stephanie
Kwolek.
Read about Westinghouse. Pay attention to complex nouns, translate.
1. Westinghouse long-life compact fluorescent bulbs (CFLs) come in a va-
riety of shapes and sizes that last up to 10,000 hours.
2. Twist designs include both mini-twist and standard twist light bulbs.
3. CFL features include excellent color rendition and a range of color tem-
peratures, in addition to offering dimmable, 3-way, colored, coated and
specialty bulbs.
4. Westinghouse 24" contemporary ceiling fans are available in chrome,
espresso and gun metal finishes.
5. They feature a limited lifetime warranty and are available in the Origami
and Quince collections.
6. Westinghouse offers a truly comprehensive program of lighting hard-
ware, glassware and accessories.
7. From support braces and boxes to customizable mini-pendant kits or
unique pull chains to hard-to-find glass, you’ll find it all under the Westinghouse brand.
Source: official websites of the companies
TASK 6. Grammar focus. Develop word families out of the words given below.
1. manufacture 5. possess a vision
2. produce 6. collaborate
3. custom (-built) 7. facilitate
TASK 8. Discuss the following:
How do ideas come to you?
What brainstorming techniques do you know?
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Why would a company possess special department for developing
techniques to generate ideas and headhunting?
What do you know about think-tanks?
TASK 9. Read about IDEO company’s strategies to develop ideas.
Text A.
IDEO’s Tools for Innovation
One of IDEO’s most useful creativity tools is the Tech Box, a combination library, database, Web site, and organizational memory of parts, mechanisms, and materials. As IDEO’s innovators discover new technologies in
one industry, the Tech Box allows their knowledge to be distributed throughout the company so that it can be applied on projects in other industries.
The Tech Box really is in daily use. It’s a creativity amplifier for IDEO
and customers. And IDEO has created specialized Tech Boxes for their clients as they become aware of the central role of knowledge management in
innovation.
So for many corporations the experience of working with IDEO is a
wake-up call.
Table. IDEO Method Cards inspire great design
Method cards are one tool IDEO use to help explore new approaches in design.
They are used to take a new view, enhance creativity, communicate among a team,
avoid a roadblock or turn a corner. IDEO have hundreds of techniques they employ during their total immersion “Deep Dives”. Here are four:
CARD SORT
HOW: On separate cards, name possible features, functions, or design attributes.
Ask people to organize the cards spatially, in ways that make sense to them.
WHY: This helps to expose people`s mental models of a device or system. Their
Organization reveals expectations and priorities about the intended functions.
EXAMPLE: In a project to design digital phone service, a card-sorting exercise
enabled potential users to influence the final menu structure and naming.
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SCENARIOS
HOW: Illustrate a character-rich story line describing the context of use for a
product or service. WHY: This process helps to communicate and test the essence of a design idea within its probable context of use. It is essentially useful
for evaluation of service concepts. EXAMPLE: Designing a website, the IDEO
team drew up scenarios to highlight the ways particular design ideas served different user needs.
STILL-PHOTO SURVEY
HOW: Follow a planned shooting script and capture pictures of specific objects,
activities, etc. WHY: The team can use this visual evidence to uncover patterns
of behavior and perception related to a particular product or context. EXAMPLE:
For a tap design, the team documented all the situations in which people accessed water.
CHARACTER PROFILES
HOW: Based on observations of a real process, develop character profiles to represent archetypes and the details of their behavior of lifestyles.
WHY: This is a useful way to bring a typical customer to life and to communicate
the value of difference concepts to various target groups. EXAMPLE: In order to
understand different types of customers and how to target them IDEO developed
four characters for a pharmacy wanting to reach the male-beauty-product market.
IDEO – is a design and innovation consultancy based in Palo Alto, California, United
States. The company helps design products (Human centered design), services, environments, and digital experiences. Additionally, the company has become increasingly involved in management consulting
Source: A CSC Whiter Paper. European Office of Technology and Innovation
Text B.
What Innovation Is. How Companies Develop Operating Systems
for Innovation
Hundreds of patterns of invention and technological evolution have been
extracted and codified. This knowledge has been incorporated into procedures
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that guide innovators toward breakthrough solutions, direct the evolutionary
path of development and help anticipate future limitations or roadblocks.
Today, it is reported that dipping into this knowledge base encourages
thinking and prodding at technical systems until solutions to deep-seated
roadblocks are identified, problems that limit a product from developing
along a desirable line of evolution in a market.
Despite the fact that there is little commercial value within the vast majority of individually filed patents, the rigorous criteria applied by patent officers helps ensure that the overall body of knowledge represented by the patent base continues to grow in value – at least to inventors.
In any case, individual patents rarely represent a complete solution. Often, multiple patented inventions, often from very different disciplines, form
the basis for commercially viable products and services.
Table 3
Altshuller defined five levels of invention by studying the patent base
1. Apparent or conventional solutions: 32 %
Small invention inside the paradigm:
2.
Improvement of an existing system, usually with some compromise
Substantial invention inside technology platform:
3.
Essential improvement of existing system
Invention outside technology platform:
4.
New generation of design using science, not technology
Discovery:
5.
Major discovery, new science, basis for new technology platforms
Source: A CSC Whiter Paper. European Office of Technology and Innovation
45 %
18 %
4 %
1 %
TASK 10. Paraphrase the phases given below, translate them.
distribute knowledge
be a wake-up call
test the essence of a design idea
intended functions
communicate among a team
avoid a roadblock
turn a corner
develop a character
document a situation
communicate the value
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TASK 11. Give feedback on the idea generating techniques you have just
read about.
Why are the methods described above so commonly used by designers,
especially in industrial design?
Which can be used in research?
Which can be applied in classroom when teaching students?
VIDEO TASK
TASK 12. Watch the video on Peugeot company profile dedicated to
th
the company’s 200
anniversary.
Before watching, get acquainted with the vocabulary:
coffee mills, saws
sizzle
blade
revolutionize something
introduce know-how
industrial revolution
benefit the company
swiftness
flexibility
launch the manufacture
take on new profession
locomotion
chassis
oil driven engine
Answer the questions while watching the video:
1. For how many years does the company (Peugeot) make automobiles?
2. What steel works was the company famous for?
3. What year was the symbol of Peugeot first introduced?
4. What does Peugeot lion symbolize?
5. What were the other articles made of steel the company used to pro-
duce?
6. When did Arnold Peugeot bring the know-how from Great Britain?
7. What was the know-how about and how did it benefit the company?
8. When did Peugeot launch the manufacture of the bicycles?
9. What was Peugeot revolution in bicycles?
10. When and what was the second revolution of Arnold Peugeot?
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