UNIT 9

Innovations and Changes

READING

Changes are most of the times welcomed, especially when they bring profit. Changes mean new
ideas which lead to new products.
Creativity is said to be useless without innovation and is essentially about generating, not judging,
ideas, while innovation is the successful implementation of those ideas on a commercial basis. It is
important not to criticize ideas before they are fully formed, because it would be counter-
productive. Evaluation comes in during the innovation stage, where good ideas are turned into a
commercial proposition. This teaches us that we cannot be both creative and innovative at the same
time.
Are there conditions for creativity in business? Of course there are and psychologists think that one
should be a risk-taker due to the fact that those who are reluctant to take risks do not innovate. They
also advise us to be illogical, because logic kills off ideas before they have a chance to develop.
Another thing they encourage us to do is to let ourselves be stupid from time to time because, great
ideas often start out as stupid ideas. It is important, they say, to regularly re-think things because we
have the chance to break up problems into parts and put them back together in a different way.
Nevertheless we must take advantage of lucky breaks as the most creative people never ignore an
opportunity.
It is managers that strongly believe that everything that will not sell is not worth inventing and it is
an expensive waste of time coming up with ideas you cannot exploit. It is an even more expensive
waste if the competitors can exploit them. In addition, it is commonly known that there is not much
point in doing the research if another company is going to end up making a profit. Here is where
lateral thinking comes in. It refers to looking at the problem in a different and unusual way. There
are many ways one can create a climate for creativity in business, and now companies see these
creative strategies as vital to their survival.
Changes and innovations are two distinct concepts that must not be confused, and where one cannot
exist without the other. People say that the West creates and the East innovates. It is true and we
have no reasons not to believe them. Opposites can co-exist very well as long as they remain
opposites.

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GRAMMAR
Collocations
Adjectives can be
qualitative showing a quality that someone or something possesses
- an attractive area
- a popular hotel
- a bright beach
or classifying that is classify the following noun
- a single room
- a separate entrance
Classifying adjectives are ungradable and formulas such as:
a very separate room
or very single room are not acceptable.

The usual order of adjectives is

1. qualitative 2. classifying
a large double bed
a special free offer

If there are more than two adjectives the order is:

1. subjective opinion 2. qualifier
(size, age, shape)
3. colour 4. origin
5. what the noun is made of 6. what kind?
what for?

ex a nice big old Chinese silk carpet

the beautiful 18th century wooden table
Compound adjectives are linked by a hyphen: - self-contained hotel
- out-of-the way resort
- up-market hotel

Exercises
1. Read the following advertising leaflet

A lovely self-contained hotel situated right beside a long sandy beach within
a few minutes walk from the resort centre. Pleasantly furnished in a simple
style, its rooms are designed to meet all demands. Staff are friendly and
helpful and top family attractions include its well run childrens amenities
and excellent entertainment programmes. Sports grounds and shopping
facilities are good and the bars in the proximity are more than welcoming.
Busses take regularly tourists to other resorts along the coast.

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Find the adjectives which accompany the nouns: hotel, beach, style, staff, programmes. Are the
collocations used effectively?
Rewrite the advertising leaflet conveying the same impression but using your own words.
Incorporate such adjective as: large, comfortable, popular, superb, friendly, informal, good
(reputation).

2. Read the two ads for the LONDON INTERCONTINENTAL HOTELS from page 4 and decide
which is more appealing. Explain why. What does one achieve while the other does not.

3. Write suitable adjectives for the following nouns:

- room
- view
- staff
- entertainment
- transport

4. Write a short description of the rooms of the Transylvania Hotel. Use effective words to reach the
audience.

5. Match the words to form compound adjectives. Then add nouns and convert them into full
sentences.
1. air -price a. season
2. cut -visual b. hotel
3. purpose -built c. room
4. brand -contained d. furniture
5. audio -conditioned e. equipment
6. off -new f. dam
7. self -peak g. strategy

6. In English there are many fixed expressions consisting of two words linked by and. The order of
the two words is fixed, and therefore cannot be changed. For example supply and demand cannot be
reversed. Look at the examples below and correct them if necessary.
- void and null
- error and trial
- wear and tear
- quiet and peace
- conditions and terms
- hard and fast
- figures and facts
- neat and tidy
- profit and loss
Now use the fixed expressions in the sentences:
- The two parties negotiated the . . . . . . . . . . . . . . . . . . . . of the contract
- Any one can claim an allowance for a motor car in respect of . . . . . . . . . . . . . . .
- They threw the contract away as it was . . . . . . . . . . . . . . . . . . . .
- Their presentation was based on . . . . . . . . . . . . . . .

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- All the letters written by the secretary are . . . . . . . . . . . . . . . .
- The participants discussed the . . . . . . . . . . . . . . . accounts
- We rely more on . . . . . . . . . . . . . . system then or any other device
- After having worked so many hours a day they think about some . . . . . . . .
- They vary according to circumstances . . . . . . . . . . . . . . . . .
- The rules applied are not. . . . . . .

SPEAKING
The job interview

Interviewing arrangements. The purpose of the interview. Guidelines for conducting an

interview. Assessment criteria. The applicants preparation for the interview. Sample
interview. Exercises.

Interviewing arrangements

The interviewing arrangements depend on the type of interview adopted- that is, individual
interviews, an interviewing panel, a selection board etc. In all cases, however, the procedures
undertaken should conform to the following pattern:
--The candidate must be notified on the premises where the interview is due to take place, time and
contact person. In addition, candidates should be advised on all the issues pertaining to the
interview.
--Applicants should be shown to a quiet and comfortable room where to wait for the interview with
reading material available.
--The interviewers and/or the interviewing panel must be informed in advance about the
forthcoming event.
--During the interview time must be allowed to inform the candidates about the company and the
job, and to discuss conditions of employment.
--Candidates should be told what action will be taken at the end of the interview.

The purpose of the interview

The interview is a face-to-face verbal exchange which seeks to reveal as much information as
possible about a person etc, within a limited amount of time. It is further intended to shed light upon
the aplicants personality, character, educational background, qualifications etc.

The purpose of an interview is, therefore, to obtain and assess information about a candidate that
will enable the interviewer or the panel appointed to make a valid prediction on his professional
performance in comparison with the predictions made for the other candidates. Moreover,
interviewing involves evaluation and prediction of the capabilities and abilities of the candidate in
relation with the job requirements. Basically, the interview is a verbal exchange in which both
parties reach a decision: to offer or not to offer the job, to accept or reject the offer.

Although at first sight the interview can be regarded as a conversation in which the candidate is
tactfully guided towards an apparently free talk, this conversation is carefully planned, directed
and conducted to achieve the main objective, that is to assess a candidates potential with regard to
a prospective job. The plan according to which the interview is conducted must be both rigorous
and flexible, depending on the circumstances arising during the meeting.

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Good interviewers know what they are looking for and how to obtain the information, because they
know very well the job specifications. When conducting an interview it is essential to have read the
application form thoroughly, and decide upon the line of questions which could best supply the
required information. Sometimes a biographical approach is the best procedure.

On the other hand, the interviewers are fully aware of their aims. One is to provide the candidate
with adequate information about the company and the job, and the second is to project a good image
of the company.

Guidelines for conducting an interview

The structure of the interview is determined by its purposes or its basic needs:
a) to establish whether the candidate is suitable for the job,
b) to provide the candidate with an accurate description of the job, and
c) to enable the candidate to gather information in order to make the best employment decision.
Therefore, the interview should be as interactive as possible.

Interviewing is a process which requires both special training and practice, and is based on
thoroughly acquired skills. In order to ensure an effective course to the interview, the following
points should be observed:
--adequate attention should be paid to pre-interview arrangements
--a system should be worked out to match the purpose of the interview
--the information gained must be retained
--the same information should be sought from all candidates
--the same rapport must be maintained with all candidates
--the interview should not measure what cannot be measured
--candidates should be given equal opportunities.

However, there are a few things which must be avoided during an interview:
--chaotic questioning, that is jumping from one topic to another
--engaging in yes/no questions
--talking in excess
--making various judgments and communicating them
--allowing superficial impressions affect the overall judgment
--putting pressure on the candidate
--being manipulated by candidates

The quality of an interview depends strongly upon the quality of the questions posed, and the area
covered by the questions.
In conducting it apply a basic sequence that includes: an introduction, general questions, specific
questions and recapitulation. The introduction should take care of the purpose of the meeting and
establish an appropriate rapport. Notes can be taken during an interview to show interest and to
record conclusions. Eye contact facilitates access to clues.

Assessment criteria

The criteria used should obviously coincide with the points drawn up in the job specification.
Whether professional interviewers are employed for the interview or not the following criteria are
generally used: qualification and training, experience, knowledge and skills, overall impression,

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which regards appearance, manner and speech health, and finally, personality characteristics
(leadership, drive, dependability, self-reliance, sociability), etc.

The applicants preparation for the interview

The applicant must be prepared for an interview that may last twenty minutes or perhaps half an
hour. Several steps need to be taken:
--research the employer
--know your CV and anticipate questions
--have questions at hand, such as: Please describe the job duties, or Why is the position open?
--Dress neatly in compliance with the requirements imposed by the job
--Allow yourself thinking time before you speak
--Address the questioner
--Listen attentively
--Speak clearly, deliberately and with meaning
--Keep your answers short, simple and to the point.

Sample interview

The fragment below is intended to illustrate the type of questiones posed, answers, overall
tone and attitude of those involved in an interview.

Paula: My first job was as an office junior at Lets Go Holidays.

Interviewer And what did you do after that?
Paula After a year I went to work as a tour guide in India.
Interviewer What then?
Paula After three years I decided to come home.
Interviewer Back to the travel trade business?
Paula Yes. I became manager of the Newton branch of Global Travel Agency.
Interviewer And when did you move here, to Funtours?
Paula Ive been working here since 3 March 1996.
Interviewer And what does your job involve?
Paula I travel a lot, and meet a lot of new people. At the moment I am working on the
sales figures.

(From Jacob M., English for International Tourism, Longman,1997)

Exercises

1. Write down what information you and the interviewer might want to find out during a
job interview.
2. By what means do you hope to project a positive image.
3. Briefly comment on the body language that you plan to make use of.

(The section The job interview was taken from S. Irimiea, 2000, Written and oral
communication, Pages 185-189)

WRITING
The Report

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Functions. Types of reports. Parts of a report. Characteristics of good reports. Sample
report. Useful language. Exercises

Functions

A report is an informative formal piece of writing which objectively and accurately describes an
event, process, etc. Reports are mainly written to put together accurately, concisely and briefly,
important data or to transmit the findings regarding a particular matter. Different audiences,
circumstances, purposes and events call for different types of reports. Reports are generally written
for a variety of reasons but, above all, they are guides to management and organisations as they
may be requested by the management to explore an area of concern. As such they may be routine
reports, annual reports, monthly sales reports etc.

In many cases whatsoever, reports follow a written proposal. However, reports may also precede a
proposal and serve as part of the background information on which the proposal is based.

Types of Reports

According to the purpose of the document and the requirements dictated by the audience, reports
can be categorised into the following types: assessment reports, informative reports, survey reports
and proposal reports.
-Assessment reports present and evaluate the positive /negative features of a process, event, plan,
person etc. thereby including a personal opinion and a recommendation.
-Informative reports present information concerning a project, a meeting, an event that has taken
place, etc. Thus, its primary function is to inform on a specified subject matter.
-Survey reports present and analyse information collected from surveys, questionnaires, adding the
conclusions which derive logically from the exposed information. Recommendations or suggestions
may also be attached to reports, depending on the specific aim and the requirements of the report.
-Proposal reports reflect plans, projects, decisions etc submitted for approval to a superior, a
manager, a board etc.

Some written reports may be shorter, only a page or two following the memo pattern or may have a
long formal letter format. These reports usually start with information indicating who the report is
written to, who it is composed by, the subject, and the date:
To:
From:
Subject:
Date:
Parts of a report

Reports usually consist of the three basic parts, that is:

1. an introductory paragraph, in which both purpose and content are clearly stated,
2. a main body supplying the relevant information in details and
3. a conclusion which summarises the information conveyed.

However, most short formal reports have a format similar to this:

Title page or heading

1. TERMS OF REFERENCE Terms of reference/ objectives

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 states why the report was drawn up.

2. PROCEDURE This represents the part in which

the method used to collect information.
Data is mentioned.

3. FINDINGS This section points out what has been

discovered
4. CONCLUSIONS AND RECOMMENDATIOS
It summarises the report and attaches
suggestions for the future.

Name:
Research Assistant Date

Long reports, however, according to many authors, and especially to the authors of Harraps
American Business Writing Handbook (1988) integrate the following parts:

Preliminary materials

-Title page This contains all the identifying information (title of the report, company reader, date,
and the writers name). It is sometimes, depending on the company formats, followed by a blank
sheet of paper.
Some reports may also include:
-A letter of authorisation which comes from the person who authorised the report and mainly
outlines the purpose and the importance of the matter.
-A letter of transmittal which indicates who the report is written for. It may have the format
of a memo or a regular letter comprising a list with all the persons entitled to receive a copy of the
report.
-Table of contents This page is designed to list the topics and all the materials. All preliminary
pages are numbered with Roman numerals, whilst the pages in the body of the report make use of
Arabic numerals.
-Summary The summary conveys the reader a quick, concise overview of the aim, main points of
the report, and results. It is usually one half to one page long, but its length is generally in
proportion with the length of the report. As a rule, it does not contain figures, data, or graphs.

The body of the report falls into:

-Introduction It mainly states clearly and concisely the reason for writing the report, its purpose,
methods used for data collection, sources, definitions, and a brief survey of the report organisation.
It is essential that this part should be carefully planned and written as it occupies a front position,
and is, consequently, the first section to be read. It also indicates the writers knowledge of the
subject matter and his ability to transmit a message in a pertinent and effective business style.

-Body This section represents the central part of the report. It is the largest section and its size is
given by the number of points presented. It comprises all the pertinent data collected and examined,
sequenced logically, it states or substantiates the points or arguments, and presents the results of the
research. Illustrations or other relevant auxiliary materials may be included in this section as well.
This part is usually fragmented into smaller text units in consonance with the points presented, each
smaller section dealing with one point. The sections and sub-sections bear subheadings and sub-

8
subheadings which reflect their content in order to facilitate the readers quick access to the
information delivered.
-The conclusions represent the final section of the report. They should be written clearly and
concisely, perhaps in a series of numbered points or statements. They should be the logical outcome
of all the information and data supplied in the body.

-Recommendations are not always required and may be omitted sometimes. Nevertheless, they
represent suggestions, which indicate a starting point for a possible next stage of the process, or
research.

Supplementary material

This is the last section of the report intended to list all the sources used and all substantiating data
that could not appear in the body, such as: bibliography and appendixes.

Characteristics of good reports

- Heading The report should have a brief, accurate subject heading. In addition, if the text is
divided into smaller parts, each part may have a title to suggest the point or the points discussed.
-Style The style of the report is dictated by the readership and its expectations. However, business
reports are usually addressed to managers, committees etc, that is to readers, who impose certain
business relationships. Therefore, the style of the report should be formal, including: complex
sentences, non-colloquial English, advanced vocabulary, frequent use of passives, a wide range of
sentence connectors etc.
-Aim The aim of the written text, alongside the full background of the report and/or the reason
why it has been produced should be stated clearly in the introductory section, so as to eliminate any
possible misunderstanding or confusion.
-Identification of readership Both drafting and writing follow a prior identification of the
readership, as this will enable the writer to better select what is relevant and delete the redundant,
unnecessary information.
-Sequencing bits of information or points In order to make the information fully comprehensible
to the reader, it must be logically sequenced and structured according to appropriate subdivisions
and subheadings.
-Linking of information and text cohesion The relationships between various sentences of the
text should be expressed and signalled clearly and unambiguously.
-Focus The writer must clearly emphasise what is relevant to the reader, thus drawing the latters
attention to important points. He can achieve this, firstly by arranging the points effectively, and
secondly, by using adequate sentence connectors.
-Tone The choice of tone goes hand in hand with the choice of the right style and the adequate
language. Failure to use the proper tone may often result in communication disruptions, rejections
and refusals. However, the writers may choose from a tentative, decisive or neutral tone.
-Sentence length Sentences must neither be too long, as they might hinder comprehension, nor too
short as they may indicate a simplistic mind. Perhaps the average length of a sentence is around 20-
25 words with two or three clauses.
-Language Both grammar and spelling must be correct in an effective report, and formal.
-Conclusion The conclusion should be clear, showing a direct link with the introduction, and
should contain no new or surprising elements.

Before engaging upon the difficult task of writing, it is always helpful to know the audience and the
purpose of your report, as they will determine the role you will play as a composer, the level of

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detail required, method of exposition, arrangement of information, types of examples, range of
vocabulary, emphasis etc.

Many formal reports are addressed to a group of people with a variety of backgrounds. In order to
better understand the target audience and its specific needs a brief scrutiny of the following points
should be considered:
Who are the readers?
What is their background?
What are their expectations?
How familiar are they with the issue?

With a clear statement of the purpose, the audience and the own role in mind, the writer can dive
into the processes of researching and experimenting. Thus, the stage of data collection should be
followed by a correct interpretation and organisation of the items to be examined. The next step is
to carefully plan the draft, choose the adequate format and tone.

The tone of the reeport bears a great significance. First of all, it tells something about the writing
skills of the author, and then it indicates the rapport between the sender of the message and the
reader. It also mirrors the respect or disregard shown to the person who will read it.

In the business world and especially in any work environment the professional or work
relationships between superiors, subordinates and peers must be carefully observed. This concern
is further reflected in the tone of the comminication carried out in an organisation. Thus, all items
of business communication fall under three categories: upward, downward and horizontal
communication.
The first type of communication, the upward communication, refers to the way in which a
subordinate addresses his superior, employing a respectful, tentative tone. The functions of
this communication are rather to put forward ideas and to suggest courses of action.
Question forms and longer sentences are the main characteristics of this form.
The downward type of communication is suited for the way in which a superior contacts
a subordinate. In this case the tone is firm, direct and decisive, as this is supposed to cover
such functions as issuing orders, stating decisions etc. One can notice the frequent use of
imperatives( Please comment....), modals and of statements rather than questions( I would
like .. as opposed to:Could I have...).
Horizontal communication is the role relationship very much used between peers, that is
two people of equal authority and status.

However, the choice of the tone cannot be separated from that of the language used.

Sample report
To: P. Jones, Marketing Director, Sunflower Cosmetics Ltd.
From: Tom Smith, Consumer Research Institute
Subject: Consumer Survey: Tiger Lily Products
Date: 20th January 1999

Purpose
The aim of this report is to present the findings of a survey conducted to investigate the consumer
awareness and opinion of the Tiger Lily product range. The data included in this report are the
results of a questionnaire survey obtained from a random sample of 1,000 men and women carried
out on 15th January. The subjects addressed were aged 18-40.

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 Consumer Awareness of the Product Range
From the total number of respondents thirty per cent reported that they were familiar with the
product range as they had seen it on television or displayed in stores. The remaining seventy per cent
were unaware of the product range. This result suggests that the advertising campaign conducted in
this respect failed to attract the attention of consumers and produce the desired effect.

Packaging
A great number of the respondents aware of the product range agreed that the packaging was
unattractive and unable to persuade the potential buyer to purchase the product. The remaining
respondents stated that they preferred to buy competitors products, as they were more attractive.

Quality and Price

Of the thirty per cent persons who knew the product twenty admitted that they did not repurchase it
because the price was too high and the product itself did not meet their expectations.

Conclusion
On the basis of the findings above it would seem that a large percentage of the consumers are
unaware of the product range. In addition, those who sampled the product are unsatisfied with the
quality, the price and the packaging of the products. Therefore, our recommendation is that your
company reconsider the quality, the prices and the packaging of the product range. We also suggest
that the company launch a new advertising campaign to increase consumer awareness.

Useful language

Whenever communication is involved, three basic elements are to be considered: the sender, the
message and the receiver. Further on, the message is composed of facts, language and tone.
Therefore, a skillful writer should master and employ the adequate language to suit the reader, a
language which is, most frequently, formal. Once the writer adopts the right language, this in its
turn will gear the entire tone of the piece of business communication.
Nevertheless, Evens V.(1998) suggests a number of useful formulas for report writing:

-To begin reports:

---The purpose/aim/intention of this report is to examine/assess/evaluate the results of a survey in
which.....,
---This report outlines the results of a survey conducted/carried out to determine/discover establish
the reaction/popularity/attitudes/opinion of
---As requested, this survey report contains information compiled from....
---The data included in this report was gathered/obtained by means of a questionnaire/a telephone
survey/door-to-door interviews...
-To conclude reports
---To conclude/To sum up/ In conclusion, the survey clearly shows ...
---On the basis of these findings, it would seem that..., The results of this survey
indicate/suggest/demonstrate/reveal that...
-To express facts and figures
---A significant proportion/percentage of the consumers interviewed.. reported/replied
---Over half/one third of those asked...preferred/chose
---Of the people who were questioned/interviewed/ asked...were of the opinion
---The majority /minority of those who responded...felt/believed that...
-To express generalisations:
---On the whole/mainly/In general terms/ generally speaking....
---Most consumers prefer/feel ...a demonstrated/proved/shown/illustrated by the fact that.....
---This fact suggests/indicates/ confirms /points out.

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Exercises

1. Devise a questionnaire with the title A Question of Service envisaging a particular hotel.
Incorporate the questions:
Were you met by the Hotel Lobby Manager?
Were you addressed by name in the restaurant?
Did you receive your morning call on time?
Would you choose to stay in this hotel again?

Then write a report on the findings.

2. Look at the grid below representing a questionnaire survey :

Hotel Survey: Summer Period

Hotel: Belvedere
Period: May 4-June 30
Rooms booked: 420
Respondents: 100

x = indicates the most common result

Excellent Good Fair Poor

Location x
Room comfort x
General comfort x
Cleanliness x
Food x
Staff attentiveness x
Bar service x
Waiter service x
Sports facilities x
Overall x
Write a report on the data given by the questionnaire.

3. Read the two sentences and indicate which best supports the following recommendation?

While the implementation of the new system has determined a few administrative
problems, it has also contributed to a significant drop in absenteeism.

While the introduction of the new system has caused a significant drop in absenteeism, it
has also determined a few administrative problems.

It is therefore recommended that that the new programme should be continued.

4. Below you will read two versions taken from the final sections of two reports. In which the
ideas are expressed more logically and clearly, and what is the difference between the two
versions ?

To conclude although Mr Adams performs his duties extremely efficiently

and with exceptional responsibility, he seems to have had certain problems

12
 with the members of the staff. It is therefore recommended that he should
not be promoted to a higher position at this time.

To sum up, although Mr Adams seems to have had certain problems with
members of the staff, he performs his duties extremely efficiently and with
an exceptional responsibility. It is therefore recommended that he should
not be promoted at a higher position at this time.

5. Look at the extract below and rewrite it in a more acceptable and effective way.

The vocational training courses have been so far the responsibility of the
personnel department. They could, however, be run by another company
more efficiently. The personnel department and the officer in charge have
not contributed effectively to the organisation of the courses. The
advertising campaign has not informed the personnel and advised on the
usefulness and efficiency of the courses.

6. The report below cannot be sent as it is. Please rewrite it organising the sections
logically and correctly, using adequate linking words or phrases, adopting the right
style and making use of the right words.

To: Transport Manager Ref. AMG/241

From: Transport Supervisor Date: 21.4 98

Services Provided by Autocheck Company

Ref. your phone call about the maintenance of our vehicles .
As I said over the phone, in the past few month I noticed that the services provided by the
Autocheck Company are not good, on the contrary they are getting worse and worse. This
caused other problems to our company, such as a drop in the sales as we could not deliver
our goods on time.
Our maintenance people have also checked their work and found that it is under the usual
standards.
We have two trucks which have not used for a week because the Autocheck people in
charge did not show up when we called them, although it says in their contract that theyll
get here in 24 hours.
These are a some of the problems weve been having though before this the work they did
on our vehicles was O.K.
Weve made many complaints to their company but nobody has done anything about it, and
weve got no reply from the manager either (we have attached all the letters we sent to the
manager). And anytime one of our reps tried to get in touch with him (either personally face
to face or over the phone the secretary said he was out.
All in all, I think you should look at this matter and see the contract we have with
Autocheck ASAP and if you think it is the case ask the legal dept. About it.

(From Doherty M, Knapp L, and Swift S,Write for

Business,1987, pg.6)

7. Your manager is considering introducing flexitime in your office. Write him a report
exposing the advantages and disadvantages.

8. You were asked to investigate the reasons which account for the poor standard of
cleaning in your department. Write the report and address it to the manager.

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