Учебное пособие по английскому языку для студентов неязыковых вузов специальности "Государственное и муниципальное управление". Касторнова О.Н. - 18 стр.

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3. The petless leash (ошейник), invented by two scientists from Illinois, can
mew (мяукать) or bark (лаять) depending on whether you want a non-
existent cat or dog.
4. Glow-in-the-dark (светящаяся в темноте) toothpaste was invented in
America as a road safety aid.
5. Ice cubes (кубики) that crackle (трещат) louder according to the strength
of your drink have been developed in Japan.
6. Economy Class passengers could be carried in pressurized containers in
the holds of jets, says a Washington design firm.
7. Chocolate shock absorbers can reduce the effects of a vehicle travelling
over bumpy surfaces because the chocolate becomes a gel when
electrified, say Michigan scientists.
Reading I: Discuss these questions. Then read the article.
1. Do you think it is better to innovate or imitate products and services?
2. Can you name any companies which were a) innovators? b) imitators?
Why the last shall be first
Have you heard of Berkey or Ampex? Gablinger or Chux? Perhaps you
should have, because each occupies an important place in the history of product
innovation. Berkey produced the first hand-held electronic calculators, Ampex
the first video recorders. Gablinger developed low-alcohol beer and Chux sold
the first not reusable nappies.
Or perhaps you should not, because none of these companies made a
commercial success of their innovations. Today the calculators we use are
probably made by Casio, our video recorder comes from Matsushita, our low-
alcohol beer is Miller Lite, our nappies are made by Proctor & Gamble. In each
of these markets the innovator was swept away.
Xerox looks like an exception to this sorry catalogue. The company was
first into the photocopier market and, even if its dominance was finally
challenged by Canon, it remains a large and successful company today. But
Xerox was also a pioneer in fax machines and personal computers. Each of these
sooner or later proved to be a success but not for Xerox Corporation.
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              3. The petless leash (ошейник), invented by two scientists from Illinois, can
                 mew (мяукать) or bark (лаять) depending on whether you want a non-
                 existent cat or dog.
              4. Glow-in-the-dark (светящаяся в темноте) toothpaste was invented in
                 America as a road safety aid.




              5. Ice cubes (кубики) that crackle (трещат) louder according to the strength
                 of your drink have been developed in Japan.
              6. Economy Class passengers could be carried in pressurized containers in
                 the holds of jets, says a Washington design firm.
              7. Chocolate shock absorbers can reduce the effects of a vehicle travelling
                 over bumpy surfaces because the chocolate becomes a gel when
                 electrified, say Michigan scientists.
               Reading I: Discuss these questions. Then read the article.
              1. Do you think it is better to innovate or imitate products and services?
              2. Can you name any companies which were a) innovators? b) imitators?

                                   Why the last shall be first
                 Have you heard of Berkey or Ampex? Gablinger or Chux? Perhaps you
         should have, because each occupies an important place in the history of product
         innovation. Berkey produced the first hand-held electronic calculators, Ampex
         the first video recorders. Gablinger developed low-alcohol beer and Chux sold
         the first not reusable nappies.
                Or perhaps you should not, because none of these companies made a
         commercial success of their innovations. Today the calculators we use are
         probably made by Casio, our video recorder comes from Matsushita, our low-
         alcohol beer is Miller Lite, our nappies are made by Proctor & Gamble. In each
         of these markets the innovator was swept away.
                Xerox looks like an exception to this sorry catalogue. The company was
         first into the photocopier market and, even if its dominance was finally
         challenged by Canon, it remains a large and successful company today. But
         Xerox was also a pioneer in fax machines and personal computers. Each of these
         sooner or later proved to be a success but not for Xerox Corporation.


         18
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