Английский для социологов. Астафурова Т.Н. - 45 стр.

of money and some of them losing money hand over fist. Yet in 1992
Branson’s music business alone sold for £ 560 million.
       Or take Nicolas Hayek, the man who invented the Swatch and
brought the Swiss watch-making industry back from the dead. Hayek
took on Japanese market leaders, Seiko and Citizen, and beat them on
quality and price. Today he sells 28 million Swatches a year and has
built a £1.6bn company in the process. The Swatch is a 20th century
icon. And, incredibly, though the price on a new one has never
increased, some or the highly collectable early designs are now classed
as art and fetch more than £ 20,000 — not bad for a plastic watch!
       So what is it that makes a good entrepreneur? Clearly, not the
same thing that makes a good manager. For good managers tend to
come from fairly conventional backgrounds. They’re the bright kids
everyone knew would do well, born organizers, who rise through the
ranks to reach the top of large corporations. But the budding
entrepreneur is more likely to be an outsider, a troublemaker, a rebel,
who drops out of college to get a job, discovers a flair for building
companies from nothing, gets bored quickly and moves on. Most of
all, they’ll be a master of risk-management. For risk doesn’t mean the
same thing to the entrepreneur as it does to the rest of us. The king of
corporate raiders, Sir James Goldsmith, sums it up best: «The ultimate
risk,» he says, «is not taking a risk.» And that’s probably how he got to
be a dollar billionaire.


                2. FEAR, GREED AND DEDICATION
                         (THE OBSERVER)


                                     ‘Fear, greed, dedication and luck —
                                   all play their part. The rest follows’.

     Last week I discussed the reasons for businesses going bust and
concluded that the ultimate problem often lies in the fact that the
founder of the business is not cut out to start up and develop his own
operation. Sometimes this is due to a lack of knowledge, skill or
business experience; sometimes to personal weaknesses.
     So let us attempt to analyse the character traits of an entrepreneur.
Although entrepreneurs are a diverse species, there are clearly some
common factors.Permit me to quote from The British Entrepreneur—

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