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corporations -Matsushita, Philip Morris, IBM or General
Electric is generally based on other things: their depth of
technical expertise, their marketing skills. And time and again
these characteristics enable them 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 rival. Perhaps Akio Morita of Sony occupies
a similar place in the annals of modern business.
I. Make notes about the text using the following
headings:
Innovator
Berkey
__________
__________
__________
__________
Developer
Casio
________
________
________
________
Product
hand-held calculator
____________
____________
____________
____________
II. Discuss the main points made by the author.
1. Several well-known companies are mentioned what are the
reasons for their success?
2. Speak about the connection between Disney, Ford, General
Electric and Sony.
3. Can you name any companies which were
a) innovators b) imitators
