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Файл:Устные темы. Учебное пособие по английскому языку для инженерных специальностей ИТТСУ ТИУ, ТМН, ТПВ, ТПЛ, ТПТ разных форм обучения
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5. Operational innovation marketing is the final stage of
a) marketing system
b) system that purifies water
c) tourism system
6. Are there any key objectives of operational innovation marketing?
a) yes
b) no
c)i don’t know
Text 8
Innovative Organizations
Ex.№1. Study the active vocabulary:
1. Capabilities - возможности [ˌkeɪ.pəˈbɪl.ɪ.ti]
2. Attempts - попытки [əˈtempt]
3. Encouraged - поощряется [ɪnˈkʌr.ɪdʒd]
4. Failure - Отказ [ˈfeɪljə(r)]
5. Rather - вернее [ˈrɑːðə(r)]
6. Evidence - свидетельство [ˈevɪdəns]
7. Commissioning schemes - схемы ввода в эксплуатацию [skiːm]
8. Adopters - усыновители [əˈdɒptəz]
9. Bespoke - сделанный на заказ [bɪˈspəʊk]
10. Promote - продвигать [prəˈməʊt]
The most effective, efficient and leading edge organizations
are those that innovate and encourage innovation. Innovative
organizations require a strong leadership team to approve the
importance of innovation and create a culture for it. A development of strong capabilities for innovation leadership need
to be started early in the career development process. In an
innovative culture, the staff is given freedom to innovate and
experiment. In an innovative culture, risks are managed and
the organization understands and accepts that future success
is built on a series of learning from unsuccessful attempts. Collaboration with outside parties to generate and
adopt innovations is encouraged. Success will depend on
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strong leadership. We can take learning from market leaders
to help us identify key leadership behaviors to promote innovation as explained below:
Lead continuous innovation and improve-
ment. Develop and communicate an encouraging story.
Encourage partnerships and collaboration. Staff
should be exposed to new viewpoints and ideas that can be
adapted in the organization. To do this, the organization
should create partnerships and collaboration with different
parts within or outside the organization.
Promote innovation. Organization should consid-
er innovation as a core part of its role, and time is allocated
for its employees to innovate. Different organizations have
created bespoke labs or prototyping space that staff can use to
develop and undertake early testing of ideas.
Recognize and promote the success of adopters and
diffusers of innovation. Commissioners and providers are encouraged to reflect various forms of innovation in their commissioning schemes – which may include goals on putting
new inventions into practice, adopting changes already proven elsewhere, or spreading proven changes within an organization or to other providers.
Reward innovative thinking. Innovation must be
viewed as part of a deliberate process. Management should
recognize that innovation can happen at all levels in an organization and staff who seek new and better ways of doing
things should be rewarded.
Use and share knowledge. Many organizations
support staff to join knowledge communities to share the ideas and initiatives among innovators and potential
adopters. Staff who have access to diverse and timely information are stimulated to generate new ideas and use best
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available evidence to inform decisions by creating effective
networks for sharing ideas, knowledge and experience.
Manage risk and tolerate failure. Organizations
supporting an innovative culture recognize that not all ideas
will work through testing and evaluation. Innovative organizations assess and manage risk actively, making sure to fully
understand the risks that are present in their current system. Failure is viewed as part of the learning process rather
than something to punish.
Promote learning and development. Organizations
provide their staff with the necessary specific tools and techniques of improvement to support radical rethinking of services. They create and develop the capability to innovate and
build.
Ex.№2.Which of the following statements are true (T) and
which are false (F)?
1.Organisations that innovate and encourage innovation are
the leading edge
2.The stuff is strictly controled in innovative culture
3.The organization should create partnerships and collaboration with different parts within or outside the organization to
expose staff to new viewpoints
4.Innovation must be viewed as part of a deliberate process
5.Not many organizations support staff to join knowledge
communities to share the ideas and initiatives among innovators and potential adopters
6.Failure is viewed as something that worth punishing
7.Innovations must be encouraged
8.Organization should consider innovation as a core part of its
role
9.Organisations usually take risks without making sure that it
worths it
10. Google prefers not to cooperate with smaller companies
143
Ex.№3. Insert expressions from the list below into appro-
priate spaces in the sentences:
a) bespoke
b) deliberate
c) organization
d) capability
e) leadership
1. A development of strong capabilities for innovation
_____ need to be started early in the career development process.
2. Staff should be exposed to new viewpoints and ideas
that can be adapted in the _____.
3. Different organizations have created _____labs or prototyping space that staff can use to develop and undertake early testing of ideas.
4. Innovation must be viewed as part of a _____process.
5. They create and develop the _____to innovate and
build.
Ex. № 4. Answer the questions:
1. Who are the most effective, efficient and leading edge
organization?
2. How many key leadership behaviors exist?
3. When should we start developing strong innovative
leadership skills?
4. How and why do companies encourage innovative
thinking?
5. Why do many organizations support employees to join
knowledge communities?
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Теxt 9
Examples of Innovative Organizations
Ex.№1. Study the active vocabulary:
1.Hatches - штрих [hætʃ]
2.Brainstorming - мозговой штурм [ˈbreɪnˌstɔː.mɪŋ]
3.Snap up - схватить [snæp] [ʌp]
4.Substantial - существенный [səbˈstænʃl]
5.Consistently - последовательно [kənˈsɪs.tənt]
6.Primary goal - Главная цель [ˈpraɪməri] [ɡəʊl]
7.Destination - назначения [ˌdes.tɪˈneɪ.ʃən]
8.Researchers - исследователи
9.Initial - исходный [ɪˈnɪʃl]
10.Pacing programs - программы стимуляции [ˈprəʊ.ɡræm]
The search leader, Google, has earned a reputation as one of
the most innovative companies in the world of technology. A
few ways how Google hatches new ideas:
Open Office Hours: Managers discuss new ideas
two/three times a week. Google’s personalized home page is
one success born from this approach.
Free Thinking Time: Google gives all engineers one
day a week to develop their own pet projects, no matter how
far from the company’s central mission. Google News is an
example of this process.
Big Brainstorms: As it has grown, Google has cut
brainstorming sessions. A concept is discussed for 10
minutes. The aim is to build the initial idea with at least one
complementary idea per minute.
The Ideas List: Anyone at Google can post thoughts
for new technologies or businesses on an ideas mailing list.
145
Acquire Good Ideas: Although Google prefers to
develop technology in-house, it has also been willing to snap
up small companies with interesting initiatives.
3M, is a company whose name is synonymous with innovation. 3M has three approaches to a new product development:
projects which are spearheaded by employees and are not
overseen by management; traditional development, in which
business managers and researchers work together to create
new products or improve existing ones; and pacing programs,
which consist of a small number of products and technologies
the company thinks will produce substantial profits fast and
are thus given extra attention and resources. The process
works, 3M has achieved its goal of getting 30 percent of sales
from products less than four years also consistently that is
considering raising the bar. 3M culture supports innovation
and risk taking to come up with new ideas and new products. At 3M, innovation is a primary goal supported by top
management and spread throughout the organization. Managers also recognize the importance of staying in
touch with customers. Strong cross-functional coordination
and communication helps identify customer needs, turn new
ideas into new products, and get them to the marketplace fast.
What is innovative about Starbucks ? It is innovative because it gets you to think about more than just coffee. Starbucks has made coffee a side item to its main offering; the store is a destination. It has translated the purchase of
coffee into a place to go to read, relax, hang out, a destination
unto itself where items like Starbucks only music CD specials
can be marketed and sold. You may think you go to Starbucks
just to get coffee but you really go because the brand of Starbucks is in your brain.
146
Ex.№2.Which of the following statements are true (T) and
which are false (F)?
1. Google has earned a reputation as one of the most innovative companies in the world of technology
2. Managers in Google discuss new ideas once a week.
3.Google doesnt encourage its workers to do their own pro-
jects
4.Anyone at Google can post thoughts for new technologies
or businesses on an ideas mailing list
5.Google has removed brainstorming sessions from their
methods
6.Anyone at Google can post thoughts for new technologies
or businesses on an ideas mailing list.
7.One of 3M three approaches to a new product is traditional
development
8.3M has achieved its goal of getting 30 percent of sales from
products less than three years
9.Managers always try to understand the customers better
10.One of main reasons why people go to Starbucks is because it's a very famous brand
Ex.№3. Insert expressions from the list below into appro-
priate spaces in the sentences:
a) consider
b) work
c) adopt
d) development
e) provide
1. A development of strong capabilities for innovation leadership need to be started early in the career _________ process.
147
2. Collaboration with outside parties to generate and _____
innovations is encouraged.
3. Organization should ________ innovation as a core part of
its role, and time is allocated for its employees to innovate.
4.Manage risk and tolerate failure. Organizations supporting
an innovative culture recognize that not all ideas will
______through testing and evaluation.
5. Organizations ____their staff with the necessary specific
tools and techniques of improvement to support radical rethinking of services.
Ex. № 4. Answer the questions:
1.Why does google give its specialists time one day a week?
2.The purpose of the brainstorming session ?
3. Which companies have similar principles?
4. What innovation companies do you know?
5. Why is Starbucks an innovation?
Text 10
SETTING UP A BUSINESS
Many large businesses in the UK are public limited
companies (plc), which means that the public can buy and sell
their shares on the stock exchange. Examples include Marks
& Spencer, British Telecom and the National Westminster
Bank. The minimum share capital for a public limited com-
pany is £50,000, so many new businesses are likely to take
one of the following forms.
148
The simplest way of starting a business. You are self-
employed and entirely responsible for all aspects of the management of your business.
Two or more people starting a business together can
set up a partnership. All partners are responsible for the debts
of the partnership, and profits and losses are shared between
them.
A company can be formed with a minimum of two
people becoming its shareholders. They must appoint a director and a company secretary. If the company goes out of
business, the responsibility of each shareholder is limited to
the amount that they have contributed; they have limited liability. Such a company has Ltd (Limited) after its name. In
the US, businesses take the same basic forms. However,
American companies are registered or incorporated with the
authorities in the state where they have their headquarters,
The abbreviations Inc and Corp refer to such companies. To
sell shares to the public they must apply to the Securities Exchange Commission.
Text 12
The main forms of business organization
Business is the production, distribution, and sale of goods and
services for the benefit of the buyer and the profit of the seller. The main forms of business organization are as follows.
1. Individual Proprietorship
This is the simplest way of starting a business. You are selfemployed and fully responsible for all the aspects of the management of your business.
2. Partnership
Two or more people starting a business together can set up a
partnership. All partners are responsible for the debts of the
partnership and profits and losses are shared between them.
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3. Public and private companies
A company is usually formed for the purpose of conducting
business that is separate from its owners,the shareholders.
The main difference is between public and private companies.
Private companies cannot sell shares to or raise money from
the general public.
Other types of companies are:
1) Associated company, which is a company over which an-
other company has substantial influence;
2) Holding company, a company that owns another company
or other companies and which is sometimes referred to as the
parent company
3) Subsidiary company, a company controlled by a holding
company, usually because the holding company owns more
than 50 per cent of the subsidary company's shares.
4.The Corporation
The major simple forms of integration are the following:
• A vertical integration characterizes companies that engage
in the different steps in manufacturing or marketing a product.
• A horizontal combination brings under one control compa-
nies engaged in the sale of the same or similar products.
•A complementary combination takes place when companies,
selling allied but not competitive products, combine.
• A conglomerate combination involves firms in widely di-
verse industries, such as a motor company owning a food
manufacturer or book publisher.
•Of great economic importance are multinational corporations. Such companies maintain extensive business activities
and large-scale production facilities throughout the world.
5. Franchising
Franchising is a form of business in which a product or service may be provided by people or firms who have obtained a
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