unit

Cultures
A

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before you watch

Think about the place where you work. What is the culture of the business? The culture will be reflected by the priority which is given to different factors. Think about the following ideas: how important are they in your business? They are probably all important, but which factors are most important?
short-term profits long-term profits short-term expansion of the business long-term expansion of the business customer satisfaction quality control shareholder dividends employee protection technological development environmental responsibility social responsibility (including employees, customers, competitors and society as a whole)

Think about other businesses you know. Is their business culture different from yours?
comprehension
Martha Maznevski is Professor of International Management at IMD, a leading global business school in Switzerland. She talks about the importance of cultural intelligence in business today. Cultural intelligence is the ability 1___________ both the 2___________ and the cultural aspects of a situation; and to be able 3___________ the business aspects for results in a way that 4___________ within the culture.

Martha Maznevski starts with a definition of cultural intelligence. Complete her definition using the words in the box.
to manage works effectively business aspects to look at

Part 1

How does Martha Maznevski explain this definition? Choose the best explanation.
1 Dont try to change, behave in a normal way for your own culture. 2 Look at the differences between your culture and the other culture. 3 Look for a business strategy which uses the characteristics of the other culture. 4 Try to copy the behaviour of the other culture.

comprehension

Part 2

In Part 2 Martha Maznevski says there are three components to cultural intelligence. Complete the words she uses.
kkkkledge kkills kkkkfulness

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Pearson Education 2010

Market Leader Intermediate 3rd Edition

unIT 7 CulTures

Martha Maznevski says there are two aspects of knowledge: specific knowledge and general knowledge. look at the actions below. Mark them (s) if they are useful for specific knowledge or (G) if they are useful for general knowledge.
1 Watching films from the country you will visit. ( ) 2 Reading magazines about international business. ( ) 3 Reading guide books of the country you will visit. ( ) 4 Looking at maps of the country you will visit. ( ) 5 Looking at national newspapers from the country you will visit. ( ) 6 Learning about world religions. ( ) 7 Talking to people from different parts of the world. ( ) 8 Learning about the history of your own culture. ( ) 9 Learning about historical events involving your own country and the country you will
visit. ( )

10 Researching your own companys earlier activities in the country you will visit. ( )

comprehension

Part 3

In Part 3 Martha Maznevski talks about the second and third components of cultural intelligence. The second component includes both competences and skills. look at the abilities below. Mark them (C) if they are useful competences or (s) if they are useful skills.
1 You are a clear speaker and an effective communicator. ( ) 2 You have an open mind and you are not fixed in your ideas. ( ) 3 You are humble and try to understand other peoples point of view. ( ) 4 You are good at finding compromises in situations of conflict. ( ) 5 You are curious to learn about other people. ( ) 6 You are good at standing back and looking at situations from a distance. ( ) 7 You have personal integrity, so your behaviour is predictable and reliable. ( ) 8 You can adjust your language and behaviour when speaking with different groups of
people. ( )

The third component Martha Maznevski talks about is mindfulness. How does she define this?
1 Mindfulness is the ability to watch other peoples behaviour and copy them. 2 Mindfulness is the ability to watch your own behaviour and learn which actions are
appropriate and which are not appropriate.

3 Mindfulness is the ability to make other people change their minds so that they agree
with you.

4 Mindfulness is the ability to reflect another culture and the behaviour of that culture.

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Pearson Education 2010

Market Leader Intermediate 3rd Edition

unIT 7 CulTures
general comprehension

If you have not travelled to other cultures, compare the culture of your generation with your grandparents generation. Think about what Martha Maznevski has said and your own behaviour when you are with your grandparents or other people of a similar age. Think about the following questions:
1 Do older people see the world in the same way that you see it? 2 Do older people behave in the same way that you behave? 3 Do older people use language in the same way that you use it? 4 How do you adjust your behaviour and communication when in contact with older
people?

Think also about the culture of young people in your community.

vocabulary

use the words from the box to complete the sentences below. Four of the words are not used.
effect culture intelligence component integrity curiosity interaction expectation engage achieve gallery history aspect affect

1 The rise in sea level is one ___________ of global warming. 2 I need to replace one ___________ of my stereo system. 3 What is your ___________ of stock prices in the next few months? 4 How will reduced prices ___________ your sales? 5 The French Revolution was an important event in European ___________. 6 The Hermitage in St Petersburg contains a magnificent art ___________. 7 James Bond is a fictional ___________ officer. 8 In Thai ___________, it is very rude to touch someone on the head. 9 In the jungle we can watch the ___________ between animals of different species. 10 Negotiation is an important ___________ of international business.

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Pearson Education 2010

Market Leader Intermediate 3rd Edition