Учебное пособие по английскому языку для студентов неязыковых вузов специальности "Государственное и муниципальное управление". Касторнова О.Н. - 19 стр.

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19
As we all know, it was Apple that developed
the personal computer market. But Apple's
leadership quickly disappeared when IBM came on
the scene. Apple then jumped to the lead by
introducing the graphical user interface. Its
windows and mice brought personal computing
within the reach of everyone. But it is Microsoft
that does this now.
The business world is not kind to pioneers.
Even if you know how a market will develop,
timing is a matter of luck - or of quite exceptional
skill.
There are two closely related lessons. One is
that being first is not often very important. The
other is that innovation is rarely a source of
competitive advantage on its own. Individuals and small companies can make a
great deal of money out of good new ideas.
The success of large well-known corporations - Matsushita, Philip Morris,
IBM or General Electric is generally based on other things: their power of
technical expertise, their marketing skills. And time and again these
characteristics make them possible to develop the innovative concept far more
effectively than the innovators themselves.
This is not to say that there is no role in business for the great innovator.
After all, General Electric was built on the extraordinary creativity of Thomas
Edison’s mind, the Ford motor company on the abilities of its eponymous
founder. The imagination of Walt Disney created a company that is still without
parallel or competitor. Perhaps Akio Morita of Sony occupies a similar place in
the history of modern business.
Make notes about the first four paragraphs of the article. Use the
following headings:
Innovator Developer Product
Berkey Casio hand-held calculator
Answer these questions about the article.
1. What is the main point made by the writer?
2. Several well-known companies are mentioned. What reasons are given for
their success?
3. What is the connection between Disney, Ford, General Electric and Sony?
4. Look at the picture. What innovation does the word it refer to?
Reading II: Read about three machines you can buy to make your life
easier. Which machine is ...
a) the most useful?
b) the cheapest?
c) the most useful for cooking ideas?
PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
                                              As we all know, it was Apple that developed
                                       the personal computer market. But Apple's
                                       leadership quickly disappeared when IBM came on
                                       the scene. Apple then jumped to the lead by
                                       introducing the graphical user interface. Its
                                       windows and mice brought personal computing
                                       within the reach of everyone. But it is Microsoft
                                       that does this now.
                                              The business world is not kind to pioneers.
                                       Even if you know how a market will develop,
                                       timing is a matter of luck - or of quite exceptional
                                       skill.
                                              There are two closely related lessons. One is
                                       that being first is not often very important. The
                                       other is that innovation is rarely a source of
         competitive advantage on its own. Individuals and small companies can make a
         great deal of money out of good new ideas.
                The success of large well-known corporations - Matsushita, Philip Morris,
         IBM or General Electric is generally based on other things: their power of
         technical expertise, their marketing skills. And time and again these
         characteristics make them possible to develop the innovative concept far more
         effectively than the innovators themselves.
                This is not to say that there is no role in business for the great innovator.
         After all, General Electric was built on the extraordinary creativity of Thomas
         Edison’s mind, the Ford motor company on the abilities of its eponymous
         founder. The imagination of Walt Disney created a company that is still without
         parallel or competitor. Perhaps Akio Morita of Sony occupies a similar place in
         the history of modern business.
                  Make notes about the first four paragraphs of the article. Use the
         following headings:
                 Innovator         Developer              Product
                Berkey             Casio                hand-held calculator
         Answer these questions about the article.
             1. What is the main point made by the writer?
             2. Several well-known companies are mentioned. What reasons are given for
                their success?
             3. What is the connection between Disney, Ford, General Electric and Sony?
             4. Look at the picture. What innovation does the word it refer to?
                Reading II: Read about three machines you can buy to make your life
         easier. Which machine is ...
                a) the most useful?
                b) the cheapest?
                c) the most useful for cooking ideas?


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