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1. Do you know any other advantages or disadvantages of
globalization?
2. Can you give examples on every point?
3. What are the reasons of the advantages and disadvantages of
globalization?
Exercise 2. What do the following quotes mean? What is your opinion of
them?
1. We have to note that we are moving towards the era of global
competition. (Peter Drucker)
2. One company’s win is the other company’s lost. (The Conventional
Wisdom)
3. In search of excellence, a company should reach a sustainable
world-wide competitive advantage as the key to success, which really
works. (R. Waterman)
4. Live as you will die tomorrow, but manage the brand as if you will
be managing that brand forever. (Tim Ambler)
5. Contagion has become very much a phenomenon, and it’s a
phenomenon of globalization. (Lawrence Summers)
6. Globalization is a fact of economic life. (Carlos Salinas de Gortari)
7. Globalization was a deep trend pushed by technology and right
ideas, as much as anything else. (Jeffrey Sachs)
8. Globalization, far from putting an end to power diplomacy between
States, has, on the contrary, intensified it. (Omar Bongo)
9. Greed and globalization aren’t just America’s fault. (Arlo Guthrie)
10. If you’re totally illiterate and living on one dollar a day, the
benefits of globalization never come to you. (Jimmy Carter)
11. In its current form, globalization cannot be sustained. Democratic
societies will not support it. Authoritarian leaders will fear to impose it.
(John J. Sweeney)
12. In too many instances, the march to globalization has also meant
the marginalization of women and girls. And that must change. (Hillary
Clinton)
13. The 20th Century was the century of Aviation and the century of
Globalization. The next century will be the century of Space. (Wilson
Greatbatch)
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Exercise 3. Answer the following questions.
1. What is globalization?
2. When did globalization appear?
3. What are the main factors in spurring globalization process?
4. What are the advantages of globalization?
5. What are the disadvantages of globalization?
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Unit 10
INNOVATION AND INVENTION
Exercise 1. Read and translate the text.
Innovation and invention
In business terms, innovation is the commercial exploitation of an
invention. This involves dedicating new resources and bringing a new idea
to the market, that is turning an invention into a product.
To be called an innovation, an idea must be replicable at an
economical cost and must satisfy a specific need. Innovation involves
deliberate application of information, imagination and initiative, and
includes all processes by which new ideas are generated and converted into
useful products. In business, innovation often results when ideas are applied
by the company in order to further satisfy the needs and expectations of the
customers.
Innovations are divided into two broad categories:
- evolutionary innovations that are brought about by many incremental
advances in technology or processes,
- revolutionary innovations which are often disruptive and new.
Innovation is synonymous with risk-taking and organizations that
create revolutionary products or technologies take on the greatest risk
because they create new markets.
Companies that put emphasis on innovation and high levels of
research and development (R&D) usually have key differences to other
companies in the way they operate. There is often a more informal
atmosphere within companies that hold innovation and creativity in high
regard. There is likely to be more trust rather than supervision, creating a
more nurturing atmosphere.
Research and technology
Many large companies carry out all the research and development
in their research centres. Companies like Google or Apple have the most
innovative laboratories in the computer industry. They have made many
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new breakthroughs or innovations. Nowadays it is possible to try out the
products before they are released in their final version. This allows the
R&D centre to see what should be improved or modified. Of course, the
high-tech product of today becomes the low-tech product of tomorrow,
because the up-to-date technology gets old very fast as new technologies
are introduced to the market. That is why any new high-tech product
becomes obsolete some day, so if the company doesn’t want to get in that
situation it needs to develop technology that is future-proof.
Patents and intellectual property
Information or knowledge that belongs to an individual or a
company is proprietary. A product developed using such information can be
protected by law. For example, an entrepreneur can:
- Register ownership of an invention or new process and be given a
patent. This can stop competitors from copying the idea for a set number of
years.
- Sue for damages if others copy their work - copyright automatically
arises for authors creating books, films, music or games
- Register a trademark. A trademark is a symbol or phrase that a
company can register with the government to make their company
distinctive.
Exercise 2. Find English equivalents of the following words and
expressions in the text:
изобретение, воспроизводимый, определенная потребность,
применение, инициатива, сгенерированный, ожидания, эволюционный,
продвижения (прогресс), революционный, ключевое отличие,
исследовательский центр, инновационный, центр исследований и
разработок, модифицированный, устарелый (выведенный из
употребления), патент, интеллектуальная собственность,
зарегистрировать, копировать, авторские права, торговая марка.
Exercise 3. Translate the following expressions from the text into
Russian:
commercial exploitation, dedicate new recourses, bring new ideas to the
market, satisfy a specific need, applied by the company, disruptive, risk-
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taking, carry out a research, industry, breakthrough, release a product,
high-tech/low-tech product, up-to-date technology, introduced to the
market, future-proof, proprietary, protected by law, ownership, sue for.
Exercise 4. Put a tick next to the sentence if you think it’s true, and
correct it if it’s false.
1. There is no difference between an invention and an innovation.
2. In business, innovation is applied to satisfy needs and expectations
of customers.
3. Organizations that create revolutionary products don’t take on any
risk.
4. There is a very formal atmosphere within companies with high
levels of R&D.
5. Large companies usually carry out their researches in the research
centres.
6. All the high-tech products become obsolete some day.
7. Law doesn’t protect an entrepreneur from coping his/her innovation.
8. To get a patent you have to register your invention.
Exercise 5. Fill in the gaps using words from the list:
a) allows, attached to, consists of, enables, designed to, operated by,
powered by, runs on.
The Trackster is ..... find people trapped in damaged buildings after
an earthquake or an explosion. It ..... the rescue team to search for victims
from a safe distance. The Trackster ..... a small body with four tracks. It is
..... a hand-held control panel. This sends a radio signal to the robot. The
Trackster ..... an electronic motor which is ..... a ten-volts portable battery.
A video camera is ..... the front of the robot – this ..... the rescue team to see
if there is anyone in the building.
b) device, designed, prototypes, owns, portable, develop, transmits, patent,
allows.
Eighteen-year-old Ryan Patterson has ..... a glove that can translate
a sign language into text for people who can't hear or speak. It uses
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electronic sensors to read the hand movements of the person who is wearing
it. Then it ..... the data to a ..... device that displayes the text on screen. The
..... only translate an alphabet, but there is a programme which ..... the user
to adapt hand movements. Ryan has build two ..... using a leather golf
glove. Now he has a ..... on the device, which means that he ..... the idea. He
is now thinking about starting his own company so he can ..... the design
and market it.
Exercise 6. Translate into English the following sentences.
а) Коммерциализация – это процесс вовлечения
интеллектуальной собственности в экономической оборот,
использование интеллектулаьной собственности для получения
прибыли.
Общеизвестно, что только 2-3% от общего количества новых
разработок и изобретний приносят больше средств чем затрачено на
процесс изготовления и патентования. Это вызванно тем, что процесс
передачи новых разработок в производство является очень
трудоемким и длительным.
б) Наличие патента не гарантирует достижение коммерческого
успеха. Как правило, патент приносит доходы только тогда, когда
продукт, подкрепленный наличием патента, пользуется успехом на
рынке.
Коммерческий успех зависит также от целого ряда других
факторов:
внешний вид продукта,
наличие финансовых средств для продвижения продукта на
рынок,
эффективность стратегии маркетинга,
цена продукта в сравнении с ценой конкурирующих или
заменяющих продуктов и т.д.
Для продвижения запатентованного изобретения на рынок
имеется ряд способов:
Самостоятельная коммерциализация запатентованного
изобретения;
Продажа (уступка) патента другим лицам;
Лицензирование патента другим лицам;
Создание совместного предприятия с другими предприятиями.
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В любом случае решение о способе коммерциализации носит
индивидуальный характер и основывается на конкретных условиях.
Тем не менее, продавать патент, как правило, не рекомендуется, и
патентовладельцы обычно предпочитают сохранять за собой право
собственности на их изобретения и выдавать лицензии.
Лицензирование целесообразно, если предприятие, владеющее
патентом, либо вообще не имеет возможности производить
продукцию, либо изготовлять ее в количестве, достаточном для
удовлетворения потребностей конкретного рынка.
с) Интеллектуальная собственность (ИС) - это результат
творения человеческого разума. К объектам ИС относятся
изобретения, литературные и художественные произведения,
символика, названия и изображения, используемые в коммерческих
целях.
Правовые системы позволяет охранять объекты ИС, например, с
помощью патентов, авторского права и товарных знаков, что
позволяет людям добиваться признания или получать финансовое
вознаграждение за свои изобретения или произведения.
Speaking
Exercise 1. Explain in English the definition of the following words and
expressions. Use a glossary.
Innovation, invention/inventor/to invent, develop/developer, R&D
centre, high-tech/low-tech product, revolutionary, evolutionary, patent,
copyright, proprietary, future-proof, to register, breakthrough, to apply, to
release a product, to introduce to the market, trademark, intellectual
property.
Exercise 2. Use the notes below to describe the stages of inventing and
launching of a new product in a logical order.
1. build a prototype
2. patent the device
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3. test the prototype
4. have an idea
5. make modifications
6. build a better prototype
7. offer the invention to the company
8. find a company to produce the device
9. design a product
10. launch the product
Exercise 3. Read about the real inventions and innovations below. What
is your opinion of each one? Are they revolutionary inventions? Do you
think they need to be massively produced? Are they going to be
marketable? Who are their target consumers? Give your reasons.
1. In a study conducted by a joint team from the University of Dundee
and the University of Edinburgh, researchers have discovered a naturallyoccurring protein that will allow ice-cream to better withstand warm
temperatures. As such, it can melt at a far slower pace than ice cream
normally does.
2. A ring-shaped dog shower, it lets you bathe your dog by simply
moving the hoop through the length of their body. To use, simply attach the
Woof Washer 360 to a garden hose, pour some dog shampoo on the
integrated compartment, and you’re ready. As soon as you get your dog in
place, just slide the switch to get the water streaming, which comes out of
the multiple holes set up around the ring. The soap is designed to mix with
the water automatically, so what sprays out is a sudsy solution, which
combines with the massaging water pressure to scrub dirt, grime, and all on
its own.
3. LiquiGlide is a custom coating that makes the inside of containers
super-slippery, ensuring their contents come out with very little resistance.
Created by a group of MIT students, it’s a liquid-impregnated coating that
acts as a barrier between the contents and the inside of the container,
ensuring any viscous liquid will not be able to cling to the side of any bottle
or container and comes out smoothly.
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4. The Castrol Nexcel, a new system that turns oil changes into a 90second process. It’s an entirely new container for both the oil and filter that
will have to be integrated into a new car. Oil change becomes as simple as
taking out the old container and swapping in a new one – just like changing
a battery. (источник: http://www.coolthings.com/tag/cool-inventions/)
Exercise 4. You are at a meeting with potential investors who would like
to find a good project to invest in. Make a presentation of some existing or
nonexistent invention with a simple business plan to persuade investors to
invest in your project. Speak about design, usage, patent, competitive
advantage of the invention, target consumers, target market, how much
money is necessary to launch the product, how long it will take to get
returns on the investments, etc.
Exercise 5. What do the following quotes mean? What is your opinion of
them?
1. Innovation distinguishes between a leader and a follower. (Steve
Jobs)
2. The heart and soul of the company is creativity and innovation.
(Bob Iger)
3. Innovation has nothing to do with how many R & D dollars you
have. When Apple came up with the Mac, IBM was spending at least 100
times more on R & D. It's not about money. It's about the people you have,
how you're led, and how much you get. (Steve Jobs)
4. There is no innovation without failure. (Brene Brown)
5. Companies have too many experts who block innovation. True
innovation really comes from perpendicular thinking.
6. A man with a new idea is a crank – until the idea succeeds. (Mark
Twain)
7. A country without a patent office and good patent laws is just a
crab, and can’t travel any way but sidewalks and backwards. (Mark Twain)
8. The biggest rick is not taking any risk… In a world that is changing
really quickly, the only strategy that is guaranteed to fail is not taking ricks.
(Mark Zuckerberg)
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Exercise 6. Answer the following questions.
1. What is an invention?
2. What is an innovation?
3. What is a high-tech product?
4. How do innovative companies differ from other companies?
5. What is R&D centre?
6. What is a proprietary?
7. What is a patent?
8. What is a copyright?
9. What is a trademark?
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