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Cambridge University Press

978-0-521-13220-6 Business Advantage Intermediate


Almut Koester Angela Pitt Michael Handford and Martin Lisboa
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Business
Advantage

Students Book
Intermediate
Almut Koester, Angela Pitt,
Michael Handford, Martin Lisboa

in this web service Cambridge University Press www.cambridge.org


Cambridge University Press
978-0-521-13220-6 Business Advantage Intermediate
Almut Koester Angela Pitt Michael Handford and Martin Lisboa
Frontmatter
More information

cambridge university press


Cambridge, New York, Melbourne, Madrid, Cape Town,
Singapore, So Paulo, Delhi, Tokyo, Mexico City
Cambridge University Press
The Edinburgh Building, Cambridge CB2 8RU, UK
www.cambridge.org
Information on this title: www.cambridge.org/9780521132206

Cambridge University Press 2012

This publication is in copyright. Subject to statutory exception


and to the provisions of relevant collective licensing agreements,
no reproduction of any part may take place without the written
permission of Cambridge University Press.

First published 2012

Printed in the United Kingdom at the University Press, Cambridge

A catalogue record for this publication is available from the British Library

ISBN 978-0-521-132206 Intermediate Students Book with DVD


ISBN 978-1-107-637702 Intermediate Teachers Book
ISBN 978-1-107-692640 Intermediate Personal Study Book with Audio CD
ISBN 978-0-521-132213 Intermediate Audio CDs

Cambridge University Press has no responsibility for the persistence or


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this publication, and does not guarantee that any content on such websites is,
or will remain, accurate or appropriate. Information regarding prices, travel
timetables and other factual information given in this work is correct at
the time of first printing but Cambridge University Press does not guarantee
the accuracy of such information thereafter.

Development of this publication has made use of the Cambridge English


Corpus (CEC). The CEC is a computer database of contemporary spoken and
written English, which currently stands at over one billion words. It includes
British English, American English and other varieties of English. It also
includes the Cambridge Learner Corpus, developed in collaboration with the
University of Cambridge ESOL Examinations. Cambridge University Press
has built up the CEC to provide evidence about language use that helps to
produce better language teaching materials.

The Cambridge Advanced Learners Dictionary is the worlds most widely


used dictionary for learners of English. Including all the words and phrases
that learners are likely to come across, it also has easy-to-understand
definitions and example sentences to show how the word is used in context.
The Cambridge Advanced Learners Dictionary is available online at
dictionary.cambridge.org. Cambridge University Press, Third Edition 2008,
reproduced with permission.

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Cambridge University Press
978-0-521-13220-6 Business Advantage Intermediate
Almut Koester Angela Pitt Michael Handford and Martin Lisboa
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success starts here


Business Advantage contains a wealth of expert advice from
global business leaders, thinkers and specialists, and uses
content taken from a corpus of business language as well as
vocabulary from real meetings in real companies. This ensures
that you benefit from learning the skills and the language that
reflect the reality of working in business.
Tom Cummings Anuradha Desai
Founder and Chairman Executive Director
Executive Learning Partnership International Center for Conciliation
IKEA Bryanston Organic & Natural Market

Dr Ursula Knorr Massimo Gai


Head of the Institute for Leadership Commercial Director
and Human Resource Management Consumer Products Division
St. Gallen University, Switzerland Lucart Group

Isuzu Cisco Systems

The case studies that accompany each unit of Business


Advantage have been carefully selected, meaning you will
benefit from seeing how business is done across a wide range
of different industry sectors, in organisations of all sizes (both
profit and not-for-profit), and from all around the world.

Thanks to the innovative Theory-Practice-Skills approach and Intermediate


the substantial input into the lessons and activities from the Students Book with DVD 978 0521 13220 6
Personal Study Book with Audio CD 978 1107 69264 0
world of business, success starts with Business Advantage. Teachers Book
Audio CDs
978 1107 63770 2
978 0521 13221 3
plus online material

www.cambridge.org/elt/businessadvantage

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Cambridge University Press
978-0-521-13220-6 Business Advantage Intermediate
Almut Koester Angela Pitt Michael Handford and Martin Lisboa
Frontmatter
More information

map of the course

Topic: Business Lesson focus Language Input: output:


environment reading/Listening speaking/Writing
unit 1: 1.1 Theory Dimensions of culture Present tenses Hofstedes Five Dimensions Ask questions about
culture and its culture of work
impact 1.2 Practice / Case Relocation and Vocabulary of Boston Scientific interview Solve repatriation
study repatriation intercultural with Bob Neidermire, General problems
communication Manager
1.3 Skills Beginning a business Introductions; small Recordings of small talk in Make successful small
relationship talk; keeping a three organisations talk
conversation going
unit 2: 2.1 Theory Disruptive Technology Harvard Business Review Create a joint venture
technology and technologies terminology extract; interview with Dr to deal with a disruptive
business Kamal Munir, Cambridge technology
Judge Business School,
University of Cambridge
2.2 Practice / Case Creating a product Passives Local Motors article from the Draw up plans to
study through an online Sunday Times introduce new
community technology
2.3 Skills Telephone Making arrangements; Recordings of formal Telephone for
communication checking information and informal telephone information and make
conversations changes to a plan
Writing 1 Making first contact First contact through Language in business Emails between a Make first contact via
business emails emails; building a Scandinavian buyer and a email
business relationship seller in Asia
Watch sequence 1 on the DVD to find out more about Business environment.

Topic: Managing Lesson focus Language Input: output:


people reading/Listening speaking/Writing
unit 3: 3.1 Theory Herzbergs Motivation- Quantifiers An article from NetMBA Deal with demotivation
motivation Hygiene Theory in a company
3.2 Practice / Case Building a positive Articles; vocabulary Creativ Interview with Pia Presentation on your
study work environment for pay and working Orskov, Human Resources ideal job or workplace
conditions Manager
3.3 Skills Conducting a Vocabulary and Recording from a Participate in a
performance review language for a performance review in a performance review
performance review business support consultancy
unit 4: human 4.1 Theory HR planning Future tenses Interview with Dr Ursula Plan HR resources
resources Knorr, St. Gallen University
4.2 Practice / Case Recruiting and Vocabulary of skills, Emirates Bank International Design a training
study keeping staff motivation and Extract from an article programme
training published by INSEAD
4.3 Skills Job interviews Collocations for job An advertisement for a hotel Take part in a job
interviews; asking job and a recording of a job interview
questions interview
Writing 2 Covering letter for a Writing a covering Vocabulary to highlight Advertisement for a position Write a covering letter
job application letter skills and achievements at Procter & Gamble in China for a job application
Watch sequence 2 on the DVD to find out more about managing people.

4 map of the course

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Cambridge University Press
978-0-521-13220-6 Business Advantage Intermediate
Almut Koester Angela Pitt Michael Handford and Martin Lisboa
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Topic: Managing Lesson focus Language Input: output:


cultures reading/Listening speaking/Writing
unit 5: 5.1 Theory Organisational Word partnerships to Interview with Professor Find solutions for a
organisations structures talk about organisation Achim Weiand, Neu-Ulm matrix problem
and their University of Applied
structures Sciences, Germany
5.2 Practice / Case Reorganising a Modals for possibility Cisco Systems, Inc. Extract Allocate budgets across
study company to increase and probability from Organizational Change departments
performance and Advanced Services for
Operational Success
5.3 Skills Briefing Explaining, checking Recording of a meeting Taking part in a briefing
and clarifying between a division manager session
and a new employee
unit 6: 6.1 Theory Lifecycle of an Adverbs of degree Online article about Larry Apply Greiners theory
managing organisation Greiners Organisational to company situations
organisations Growth Cycles by Accel-Team
6.2 Practice / Case Company Past tenses (past Bryanston Organic & Natural Describe the history of
study development simple and present Market Interview with Konrad an organisation
perfect) Hauptfleisch, COO
6.3 Skills Starting a meeting Going over the agenda Recording of a meeting Prepare an agenda and
of a meeting between a manufacturing open a meeting
company and a consultant
Writing 3 Everyday business External emails Formal and informal Business emails between Write external emails in
emails style organisations or companies an appropriate style
Watch sequence 3 on the DVD to find out more about managing cultures.

Topic: Managing Lesson focus Language Input: output:


operations reading/Listening speaking/Writing
unit 7: 7.1 Theory SCM and logistics Vocabulary to describe Interview with Professor Oleg Make decisions about a
supply chain people in the SC Zaikin of Warsaw School of supply-chain strategy
management Computer Science, Poland
(scm) 7.2 Practice / Case The role of the Using conditionals Extracts on IKEA from The Change a supply chain
study customer in SCM Times 100
7.3 Skills Negotiating skills Language for Negotiation between a Take part and negotiate
negotiating British pharmaceutical in a logistics meeting
company and their German
supplier
unit 8: 8.1 Theory Kaizen Present perfect and What is Kaizen?, an article Apply Kaizen to
Quality present perfect by Steve Hudgik, Internet everyday work situations
management continuous Marketing Manager for
Graphic Products, Inc.
8.2 Practice / Case Kaizen in practice Linking words Isuzu Interview with Daiichiro Solve problems in a
study Sakamoto, Vehicle Plant kaizen system
Operations Manager
8.3 Skills Managing and Language for chairing An internal sales meeting in a Take part in and chair
participating in and participating in manufacturing company a meeting about
meetings meetings controversial topics
Writing 4 Writing group Emails to a group of Dos and donts; Internal emails Write an email to staff in
emails people structuring information a department
Watch sequence 4 on the DVD to find out more about managing operations.

map of the course 5

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Cambridge University Press
978-0-521-13220-6 Business Advantage Intermediate
Almut Koester Angela Pitt Michael Handford and Martin Lisboa
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Topic: Marketing Lesson focus Language Input: output:


reading/Listening speaking/Writing
unit 9: 9.1 Theory The 4Ps of marketing Marketing terminology Marketing Mix, an article from Plan a market strategy
marketing the Learn Marketing website
strategy 9.2 Practice / Case Marketing strategy in Speculating about the Lucart Group Interview with Analyse a strategic
study the paper industry past and hypothetical Massimo Gai, Commercial marketing mistake
situations Director of the Consumer
Products Division
9.3 Skills Organising and Language to signpost a Introductions of Give the introduction
creating interesting presentation, persuade presentations: Kevin Beeston to a presentation on
presentations and raise interest of Serco and J.H. Crawford, marketing strategy
AmericanDutch author on
sustainability
unit 10: 10.1 Theory CRM as a part Compounds Customer relationship Present proposals to
customer of business management, a guide deal with CRM problems
relationship management by Ellen Bothwick on
management Businessballs, a learning and
(crm) development website
10.2 Practice / Case A value-centred Past simple, past Ramblers Way Farm Interview Deal with customers
study approach to CRM continuous and past with Tom Chappell, founder questions and
perfect of Toms of Maine founder and complaints
CEO of Ramblers Way Farm
10.3 Skills Building a business Positive and supportive An internal meeting Use language for
relationship language relationship-building
with co-workers and
customers
Writing 5 Responding to Dealing with Structuring the A letter of complaint and the Write a letter
written complaints complaints response and using response responding to a
polite language complaint
Watch sequence 5 on the DVD to find out more about marketing.

Topic: Accounting Lesson focus Language Input: output:


and finance reading/Listening speaking/Writing
unit 11: 11.1 Theory Reading financial Terminology of profit Interview with Andriy Advise on a balance
accounting statements and loss accounts and Tatarchuk, Enmark Leasing sheet
balance sheets
11.2 Practice / Case Cash-flow problems Modals for obligation Article from the advice Solve a cash-flow
study and advice website of the New South problem
Wales Trade & Investment,
Australia
11.3 Skills Presenting facts and Verbs for changes and A sales directors presentation Make a presentation
figures trends to his department based on a graph
unit 12: 12.1 Theory Investing Comparisons Article from Bloomberg Make decisions
finance Business about investment
opportunities
12.2 Practice / Case Looking for Verbs taking gerunds Talpa Products Interview with Develop a business plan
study investment and/or infinitives Sharon Wright, founder of
Talpa Products and inventor
of MagnaMole
12.3 Skills Making and refusing Language for polite An internal meeting in a sales Set up a new company
requests requests and refusals department
Writing 6 Describing charts, Writing about Adverbs and adjectives Newspaper article about the Write a summary based
graphs and statistics changes and trends for changes and trends property market, graphs on information in
graphs
Watch sequence 6 on the DVD to find out more about accounting and finance.

6 map of the course

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Cambridge University Press
978-0-521-13220-6 Business Advantage Intermediate
Almut Koester Angela Pitt Michael Handford and Martin Lisboa
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Topic: Strategies Lesson focus Language Input: output:


and decision- reading/Listening speaking/Writing
making
unit 13: 13.1 Theory SWOT analysis SWOT terminology SWOT analysis, a factsheet on Create a SWOT analysis
Decision the website of the Chartered
making Institute of Personnel and
Development
13.2 Practice / Case Strategic planning Reported speech International Center for Solve problems
study Conciliation Interview with experienced by a
Anuradha Desai, Executive restaurant
Director
13.3 Skills Dealing with Proposing solutions; An internal meeting to Create a strategy for an
problems idioms for problems discuss customer complaints NPO
and solutions
unit 14: 14.1 Theory The five disciplines of Delexicalised verbs Interview with Tom Apply theory of learning
the learning learning organisations Cummings, co-founder and organisations to
organisation Chairman, Executive Learning workplace problems
Partnership
14.2 Practice / Case Managing learning Collocations Unilever Article by the team Organise an e-learning
study for knowledge- of knowledge management platform
management experts
programmes
14.3 Skills Taking an active part Giving an opinion, An external meeting Negotiate a deal
in negotiations agreeing and between a vehicle
disagreeing manufacturer and their
supplier
Writing 7 Business proposals Responding to a Language for offers Email requesting a proposal Write a proposal for a
request for a proposal and proposals training course
Watch sequence 7 on the DVD to find out more about strategies and decision-making.

Authors thanks
We are enormously grateful to all those people who contributed, Almut: Many thanks to Winnie Cheng, Seunghee Choi, Astrid
supported and put up with us during the writing process. Particular Jensen, Ian McMaster, Anne Pauwels and Michael and Sharron
thanks go to all the team at Cambridge University Press: to the senior Pritchard for providing texts and data. Very special thanks to my
editor Neil Holloway, who has played several roles in the project a husband Terry Pritchard for help with data, ideas and activities and
clear-minded editor, a motivating guide, a critical reader, and a solid his patience, support and encouragement throughout this project.
supporter and helper; to Chris Capper, the commissioning editor, Angela: Special thanks to Susan, Amelia and Mabel for their good-
for being a firm guiding hand who led the project with skill and humoured intelligent sense and to Michael for his patience; thank
diplomacy; to Laurence Koster for coming to the rescue at various you to the staff and students at Neu-Ulm University of Applied
stages of the project, providing detailed feedback and keeping his Sciences, and to all my family for reminding me that there is life
eye on the ball; to Joy Godwin, who has been an enormous help beyond the keyboard.
with her experience and judgement of what will work and with her
voice of calm and good sense; to Alison Bewsher for her eagle-eyed Michael: Thank you to my wife Mayu and my children Julia and
treatment of the proofs and intelligent suggestions; to Chris Doggett Maya for being so understanding and loving. Thanks to my students
for helping to track down all the permissions that have retained the at the University of Tokyo and trainees at Isuzu and JCG, to Mike
books authenticity. McCarthy, Ronald Carter and Hiro Tanaka for their support and
encouragement, and to Graham Webb and Simon Gibbs for their
Our thanks go to all the interviewees, who kindly gave us their time insights. And to my fellow authors for such an interesting and
and valued expertise: Bob Neidermire, Dr Kamal Munir, Pia Orskov, Dr educational journey.
Ursula Knorr, Professor Achim Weiand, Konrad Hauptfleisch, Professor
Oleg Zaikin, Daiichiro Sakamoto, Massimo Gai, Tom Chappell, Andriy Martin: A big thank you to my wife Manuela for her support, ideas
Tatarchuk, Sharon Wright, Anuradha Desai and Tom Cummings. and knowledge of the Havaianas brand. To my children, Max and
Nico for their sense of humour and knowledge of life. Thanks are
We would like to thank our students, colleagues, friends and family, also very much in order to the numerous students, colleagues and
who have helped so much to make this book what it is. friends in business and academia whose ideas and suggestions have
added real value to the material.

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Cambridge University Press
978-0-521-13220-6 Business Advantage Intermediate
Almut Koester Angela Pitt Michael Handford and Martin Lisboa
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Introduction

What is Business Advantage and how can it help you?


Welcome to Business Advantage Intermediate. Business Advantage gives you the theory, practice and skills
that will lead you to success in international business.
Business Advantage Intermediate is the first book in the Business Advantage series. It is aimed at students
who wish to progress through the B1 level.

How is the course organised?


There are 14 units in each book. The unit topics have been carefully researched and chosen to provide
you with a comprehensive foundation in the main areas of business you would expect to find on a
general management training course or on an academic Business Studies course. Each unit is divided
into three lessons Theory, Practice and Skils and there is a Writing lesson after every two units.
Theory
Presented by professors and lecturers from business schools and universities you will gain new
understanding of key business principles and ideas.
Practice
A case study based on texts and interviews with managers in real companies you will learn how
business theory is applied in practice in the real world.
Skills
Based on real recorded communications in companies you will understand how business people
really speak to help you perform successfully at work.
Writing
Based on authentic material which will enable you to produce a variety of effective written business
communications.

What is included in each lesson?


Introduction
You are introduced to the main content in a user-friendly format. We use your personal experiences,
visual images and quizzes to prepare you carefully.

Language focus
To improve and broaden your vocabulary and grammatical range. The language syllabus covers the
main tenses and grammatical structures appropriate to your level plus key vocabulary and phrases. The
language presented is drawn extensively from research and actual examples of English used in business
taken from the Cambridge English Corpus one of the worlds largest databases of authentic
written and spoken language. You can be confident that the language presented is real language used in
business today.

Reading or Listening
Introduces and develops theories, topics and ideas about business that are useful in both English and
your own language. You also have the chance to improve your speaking skills through discussion
questions at the end of each section.

8 IntroDuctIon

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Cambridge University Press
978-0-521-13220-6 Business Advantage Intermediate
Almut Koester Angela Pitt Michael Handford and Martin Lisboa
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Output
Each lesson builds to a final Output section. This is usually a group task where you have to use the
language and ideas presented to solve a problem or deal with a business dilemma or issue.

Critical analysis and Intercultural analysis


Every unit also includes at least one Critical analysis or Intercultural analysis section. Critical analysis will
help you develop questioning skills that are necessary in the academic and business world. Intercultural
analysis will help you develop an understanding of your own culture and other cultures a vital skill in
todays business world.

Transferable skill
You will also find a Transferable skill section in each unit which will provide you with some very useful
tools, such as using a decision-making tool, that will improve the way you learn and the way you work.

What is on the DVD?


The DVD in the Students Book contains video case studies of real organisations to watch after every
two units, and the reactions of MBA students from the Cambridge Judge Business School, University of
Cambridge. You can use the DVD for extra listening practice and to find out more about the business
topics in Business Advantage. When you see in your Students Book, ask your teacher about watching
the DVD sequence in class, or watch it at home on your computer or TV.
The video case studies are accompanied by worksheets available in the Teachers Book and on the
Business Advantage website: www.cambridge.org/elt/businessadvantage

What is in the Personal Study Book?


The Personal Study Book gives you extra practice of the grammar, vocabulary and skills you have covered
in the Students Book. There are also additional reading activities focusing on inspirational business
leaders and thinkers, together with further case studies on a variety of organisations.

Where can I find more activities?


Ask your teacher about the Professional English Online website for extra activities to do in class:
www.cambridge.org/elt/pro

We hope you enjoy learning with Business Advantage and wish you every success.

Almut Koester Angela Pitt


University of Birmingham, UK Neu-Ulm University of Applied Sciences, Germany

Michael Handford Martin Lisboa


University of Tokyo, Japan Foundation Campus, Lucca / University of Pisa, Italy

IntroDuctIon 9

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