Business Spotlight Win at work! How to be a better negotiator (Vorschau)
BusinessSpotlight BusinessSpotlight Englisch für den Beruf September–Oktober l Ausgabe 5/2013 Easy English Key tips for presentations Win at work! How to be a better negotiator Careers Study abroad and get ahead Head-to-Head English as the EU language? Management The importance of car design Emotions All the vocabulary you need Deutschland: € 12,80 • CH sfr 23,00 A • E • I • L • P (cont.) • SK: € 13,90
- Page 2 and 3: Gut für den Kopf! Besser mit Sprac
- Page 4 and 5: ■ CONTENTS 5/2013 16 Mark Carney
- Page 6 and 7: ■ WORKING WORLD NAMES AND NEWS Lo
- Page 8 and 9: ■ WORKING WORLD NAMES AND NEWS CA
- Page 10 and 11: AFP/Getty Images Death in the fores
- Page 12 and 13: ■ GLOBAL BUSINESS DEFORESTATION D
- Page 14 and 15: ■ GLOBAL BUSINESS HEAD-TO-HEAD En
- Page 16 and 17: Canadian export: Mark Carney takes
- Page 18 and 19: ■ GLOBAL BUSINESS PROFILE Long tr
- Page 20 and 21: Unser Beitrag zu mehr Verständigun
- Page 22 and 23: Stockbyte Money, money, money Die E
- Page 24 and 25: ■ INTERCULTURAL COMMUNICATION MON
- Page 26 and 27: ■ INTERCULTURAL COMMUNICATION MON
- Page 28 and 29: n INTERCULTURAL COMMUNICATION TRAVE
- Page 30 and 31: All in the mind Einem Ergebnis, das
- Page 32 and 33: n BUSINESS SKILLS PSYCHOLOGY AT WOR
- Page 34 and 35: n BUSINESS SKILLS PSYCHOLOGY AT WOR
- Page 36 and 37: ■ BUSINESS SKILLS TOOLBOX Staying
- Page 38 and 39: Human and machine: specialists keep
- Page 40 and 41: n LANGUAGE TEST INFORMATION TECHNOL
- Page 42 and 43: Mehr Sprache können Sie nirgendwo
- Page 44 and 45: ■ LANGUAGE VOCABULARY easy Physio
- Page 46 and 47: n LANGUAGE EASY ENGLISH Updating yo
- Page 48 and 49: ■ LANGUAGE WISE WORDS “We will
- Page 50 and 51: ■ LANGUAGE SHORT STORY A murder o
<strong>Business</strong><strong>Spotlight</strong><br />
<strong>Business</strong><strong>Spotlight</strong><br />
Englisch für den Beruf<br />
Septem<strong>be</strong>r–Ok<strong>to</strong><strong>be</strong>r l Ausga<strong>be</strong> 5/2013<br />
Easy English<br />
Key tips for<br />
present<strong>at</strong>ions<br />
<strong>Win</strong> <strong>at</strong> <strong>work</strong>!<br />
<strong>How</strong> <strong>to</strong> <strong>be</strong> a <strong>be</strong>tter negoti<strong>at</strong>or<br />
Careers<br />
Study abroad<br />
and get ahead<br />
Head-<strong>to</strong>-Head<br />
English as the<br />
EU language?<br />
Management<br />
The importance<br />
of car design<br />
Emotions<br />
All the<br />
vocabulary<br />
you need<br />
Deutschland: € 12,80 • CH sfr 23,00<br />
A • E • I • L • P (cont.) • SK: € 13,90
Gut für<br />
den Kopf!<br />
Besser mit Sprachen. Land und Leute<br />
verstehen – und ne<strong>be</strong>n<strong>be</strong>i die Sprache<br />
lernen. Jeden Mon<strong>at</strong> neu.<br />
4<br />
Magazine<br />
zum Preis<br />
von 3!*<br />
Bestellen Sie jetzt Ihr Lieblingsmagazin!<br />
www.spotlight-verlag.de/4fuer3 +49 (0)89/8 56 81-16<br />
* Kennenlern-Angebot für Neu-Abonnenten: 4 Ausga<strong>be</strong>n eines Magazins Ihrer Wahl zum Preis von 3<br />
(€ 18,60 / SFR 27,90 – <strong>Business</strong> <strong>Spotlight</strong> € 34,50 / SFR 51,75).
■ EDITORIAL<br />
Successful design<br />
Design plays an important<br />
role in many areas of business. It is<br />
also a key <strong>to</strong>pic in this issue of<br />
<strong>Business</strong> <strong>Spotlight</strong>. In our Tech -<br />
nology fe<strong>at</strong>ure (p. 78), we look <strong>at</strong><br />
how spider silk is now <strong>be</strong>ing used<br />
<strong>to</strong> design medical technologies. On<br />
Ian McMaster, edi<strong>to</strong>r-in-chief<br />
a different note, our Head-<strong>to</strong>-<br />
Head section (p. 14) asks how the EU should design its<br />
language policy. Specifically: should English <strong>be</strong> the EU’s official<br />
language? Two experts deb<strong>at</strong>e the <strong>to</strong>pic. And in our <strong>Business</strong><br />
Skills article (p. 30), Bob Dignen looks <strong>at</strong> the psychological<br />
fac<strong>to</strong>rs th<strong>at</strong> you need <strong>to</strong> consider <strong>to</strong> design an effective negoti<strong>at</strong>ing<br />
str<strong>at</strong>egy.<br />
Design also plays a vital role in the car industry.<br />
<strong>How</strong>ever, as Vicki Sussens reports in our Management fe<strong>at</strong>ure<br />
(p. 72), many experts <strong>be</strong>lieve th<strong>at</strong> manufacturers have lost their<br />
way and are “simply producing <strong>to</strong>o many cars th<strong>at</strong> are ugly,<br />
look largely the same — and are not wh<strong>at</strong> people want”. The<br />
key <strong>to</strong> success, as in other sec<strong>to</strong>rs, is <strong>to</strong> make sure th<strong>at</strong> you have<br />
a clear and distinctive brand. Carmakers th<strong>at</strong> fail <strong>to</strong> do so have<br />
only themselves <strong>to</strong> blame for their troubles.<br />
Sprachen lernen –<br />
Menschen treffen<br />
Sprachkurse in allen Weltsprachen<br />
<br />
<strong>be</strong>ruflich und priv<strong>at</strong><br />
<br />
Gruppen- und Einzeltraining<br />
<br />
und Inhouse-Training<br />
The <strong>be</strong>auty<br />
of design:<br />
Porsche’s<br />
356B Coupé<br />
If you were designing the perfect career, it would<br />
almost certainly include a period of time spent studying abroad.<br />
In the first part of our two-part Careers series (p. 64), we look <strong>at</strong><br />
the many possiblities th<strong>at</strong> are open <strong>to</strong> <strong>to</strong>day’s students.<br />
Porsche AG<br />
KERN AG<br />
IKL <strong>Business</strong> Language Training & Co. KG<br />
Leipziger Straße 51, 60487 Frankfurt / Main<br />
kern.frankfurt@kerntraining.com<br />
☎ (0 69) 7 56 07 39-0<br />
www.kerntraining.com<br />
Ian McMaster, edi<strong>to</strong>r-in-chief<br />
Contact: i.mcmaster@spotlight-verlag.de<br />
5/2013<br />
<br />
Aachen · Augsburg · Berlin · Bielefeld · Bochum · Bonn<br />
Braunschweig · Bremen · Darmstadt · Dortmund · Dresden<br />
Duisburg · Düsseldorf · Essen · Frankfurt / Main · Freiburg<br />
Friedrichshafen · Hamburg · Hannover · Heilbronn · Ingolstadt<br />
Kaiserslautern · Karlsruhe · Kassel · Kiel · Köln · Leipzig<br />
Mainz · Mannheim · Mönchen gladbach · München · Münster<br />
Nürn<strong>be</strong>rg · Offenbach · Saarbrücken · Schweinfurt · Stuttgart<br />
Ulm · Weil a. Rh. · Wiesbaden · Wuppertal · Würzburg
■ CONTENTS 5/2013<br />
16 Mark Carney<br />
30 Making deals<br />
WEF<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
WORKING WORLD<br />
6 Names and News<br />
The l<strong>at</strong>est from the world of business<br />
all levels<br />
LANGUAGE TEST<br />
38 Inform<strong>at</strong>ion Technology<br />
Vocabulary for the digital world<br />
all levels<br />
GLOBAL BUSINESS<br />
10 Deforest<strong>at</strong>ion<br />
<strong>How</strong> big business is destroying Sum<strong>at</strong>ra’s forests<br />
➤14 Head-<strong>to</strong>-Head<br />
Should English <strong>be</strong> the EU’s official language?<br />
16 Profile<br />
Mark Carney, the new Bank of England head<br />
21 Behind the Headlines<br />
INTERCULTURAL COMMUNICATION<br />
22 Money and Banking<br />
<strong>How</strong> culture influences our financial values<br />
27 Looking Back<br />
Carol Scheunemann on guns in America<br />
28 Travel Tips<br />
<strong>Win</strong>e-tasting in California, unusual places <strong>to</strong> stay<br />
English on the Move Between terminals<br />
BUSINESS SKILLS<br />
➤30 Psychology <strong>at</strong> Work<br />
<strong>How</strong> <strong>to</strong> <strong>be</strong>come a <strong>be</strong>tter negoti<strong>at</strong>or<br />
Survival Guide <strong>to</strong> cut out and keep<br />
36 Toolbox<br />
Staying polite<br />
37 Say It in Style<br />
Syllable stress in long words<br />
advanced<br />
advanced<br />
advanced<br />
advanced<br />
medium<br />
medium US<br />
medium<br />
easy<br />
medium<br />
medium<br />
medium<br />
medium<br />
LANGUAGE SECTION<br />
44 Vocabulary Physiotherapy<br />
45 Grammar <strong>at</strong> Work Comparing options<br />
➤46 Easy English Presenting a project upd<strong>at</strong>e<br />
48 Wise Words Deborah Capras on politics and lies<br />
50 Short S<strong>to</strong>ry A murder of crows<br />
52 Transl<strong>at</strong>ion False friends and more<br />
53 Language Cards Pull out and practise<br />
➤55 SKILL UP! Emotional times<br />
56 English for… Document management<br />
58 Legal English Telephoning with clients<br />
59 Economics and Finance Quantit<strong>at</strong>ive easing<br />
60 Teacher Talk Interview with Stephanie Ashford<br />
62 Products Wh<strong>at</strong>’s new?<br />
63 Key Words Vocabulary from this issue<br />
CAREERS<br />
➤64 Studying Abroad<br />
Why this is such a valuable experience<br />
68 Tips and Trends<br />
Zero-hours contracts, managers with deep voices<br />
70 Leisure Time<br />
Art exhibitions, books, pho<strong>to</strong>graphy and DVDs<br />
easy<br />
medium<br />
easy<br />
medium<br />
medium<br />
medium<br />
medium<br />
medium<br />
advanced<br />
medium<br />
medium<br />
medium<br />
medium<br />
medium<br />
Multimedia learning with <strong>Business</strong> <strong>Spotlight</strong><br />
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38 Test your IT English<br />
72 Car design<br />
Digital Vision<br />
PR<br />
MANAGEMENT<br />
➤72 The Car Industry<br />
Are <strong>to</strong>o many ugly cars <strong>be</strong>ing produced?<br />
76 Wh<strong>at</strong> Happened Next<br />
The theory of shareholder value<br />
77 Executive Eye<br />
Adrian Furnham on staff appraisals<br />
TECHNOLOGY<br />
78 Spider Silk<br />
Medical uses for a miracle m<strong>at</strong>erial<br />
82 Trends<br />
“Smart” clothing, flying electric bicycles<br />
83 Language Focus<br />
Hydraulic fracturing, or “fracking”<br />
PEOPLE<br />
86 My Working Life<br />
Madina Baibolova, est<strong>at</strong>e agent in Kazakhstan<br />
REGULAR SECTIONS<br />
3 Edi<strong>to</strong>rial<br />
42 SprachenShop<br />
71 Classified Ads<br />
84 Feedback / Impressum<br />
85 Preview<br />
advanced<br />
advanced<br />
medium<br />
advanced<br />
medium<br />
advanced<br />
easy<br />
➤ Cover <strong>to</strong>pics<br />
55 Words for<br />
feelings<br />
GUIDE<br />
LANGUAGE IN BUSINESS SPOTLIGHT<br />
Articles in the magazine use the style, spelling, punctu<strong>at</strong>ion and<br />
pronunci<strong>at</strong>ion of British English unless otherwise marked.<br />
US American style, spelling, punctu<strong>at</strong>ion and pronunci<strong>at</strong>ion<br />
are used in these articles.<br />
easy Approxim<strong>at</strong>ely <strong>at</strong> CEF level A2<br />
medium Approxim<strong>at</strong>ely <strong>at</strong> CEF levels B1–B2<br />
advanced Approxim<strong>at</strong>ely <strong>at</strong> CEF levels C1–C2<br />
All articles are marked with their level of language difficulty.<br />
CEF stands for the Council of Europe’s “Common European<br />
Frame<strong>work</strong> of Reference for Languages”.<br />
ifml.: informal word or phrase; vulg.: vulgar word or phrase;<br />
sl.: slang word or phrase; non-stand.: non-standard word or phrase;<br />
UK: chiefly UK usage; US: chiefly North American usage<br />
Cover pho<strong>to</strong>graph: Goodshoot<br />
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Our audio product offers more than 70 minutes of texts,<br />
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www.business-spotlight.de 5
■ WORKING WORLD NAMES AND NEWS<br />
London success s<strong>to</strong>ry:<br />
<strong>to</strong>p lawyer Camilla Baldwin<br />
BRITAIN<br />
Expensive tears<br />
medium<br />
hey all cry in here,” says divorce lawyer<br />
“TCamilla Baldwin. The 47-year-old heads<br />
her own exclusive practice in the posh London<br />
district of Mayfair, with clients who include<br />
politicians, hedge-fund managers and aris<strong>to</strong>cr<strong>at</strong>s.<br />
Baldwin, who charges £450 an hour for her<br />
services, set up her practice in 2005 <strong>at</strong> home,<br />
so th<strong>at</strong> she could both <strong>work</strong> and meet the needs<br />
of her two small children. Now her firm employs<br />
14 other people, all but one of them female.<br />
“It’s not intentionally women-only,” she<br />
<strong>to</strong>ld the Financial Times. “Men don’t really<br />
want <strong>to</strong> do family law.”<br />
Baldwin says she enjoys her <strong>work</strong> <strong>be</strong>cause<br />
she feels she can help people. Her meeting<br />
room is designed <strong>to</strong> look elegant but comfortable.<br />
“It’s important it doesn’t look like a<br />
boardroom,” she explains. “Men don’t want <strong>to</strong><br />
discuss the failure of their marriage in a boardroom.”<br />
Despite her commitment <strong>to</strong> family law, Baldwin<br />
says dealing with other people’s marital<br />
problems can <strong>be</strong> stressful. “It’s like a conveyor<br />
<strong>be</strong>lt of upset people. Sometimes I get <strong>to</strong> the end<br />
of the day and I’ve got b<strong>at</strong>tle f<strong>at</strong>igue.”<br />
And then there are the tears. <strong>How</strong> does Baldwin<br />
s<strong>to</strong>p people from crying? “I tell them how<br />
expensive I am.”<br />
Listen <strong>to</strong> this text on <strong>Business</strong> <strong>Spotlight</strong> Audio<br />
Kriegsmüdigkeit, Frontkoller<br />
Sitzungszimmer des Vorstands<br />
Engagement, Eins<strong>at</strong>z<br />
Fließband<br />
Scheidungsanwalt/-anwältin<br />
als Fachanwalt/-anwältin für<br />
Familienrecht praktizieren<br />
Ehe-<br />
no<strong>be</strong>l, vornehm<br />
Praxis; hier: Kanzlei<br />
kräftig, stramm<br />
unglücklich; aufgebracht<br />
b<strong>at</strong>tle f<strong>at</strong>igue [(bÄt&l fE)ti:g]<br />
boardroom [(bO:dru:m]<br />
commitment [kE(mItmEnt]<br />
conveyor <strong>be</strong>lt [kEn(veIE <strong>be</strong>lt]<br />
divorce lawyer [dI(vO:s )lO:jE]<br />
family law: do ~ [)fÄmli (lO:]<br />
marital [(mÄrIt&l]<br />
posh [pQS]<br />
practice [(prÄktIs]<br />
strapping [(strÄpIN] ifml.<br />
upset [)Vp(set]<br />
The White House<br />
“I’m not the strapping young<br />
Muslim socialist I used <strong>to</strong> <strong>be</strong>”<br />
US President Barack Obama, 52, making a joke <strong>at</strong> the 2013<br />
White House Correspondents’ Dinner<br />
6 www.business-spotlight.de
Over<strong>work</strong>ed and underpaid?<br />
American reporters<br />
Digital Vision<br />
Best and worst jobs in the U.S.<br />
TOP FIVE<br />
1. Actuary<br />
2. Biomedical engineer<br />
3. Software engineer<br />
4. Audiologist<br />
5. Financial planner<br />
WORST FIVE<br />
196. Oil-rig <strong>work</strong>er<br />
197. Ac<strong>to</strong>r<br />
198. Enlisted military personnel<br />
199. Lum<strong>be</strong>rjack<br />
200. Newspaper reporter<br />
Sources: CareerCast.com; Poynter.org<br />
U.S.<br />
And the loser is...<br />
advanced US<br />
Wh<strong>at</strong>’s the worst job in the U.S. in 2013? Hint: it’s not<br />
trash collec<strong>to</strong>r. The worst job in the U.S., according<br />
<strong>to</strong> CareerCast.com, is newspaper reporter.<br />
CareerCast, which has <strong>be</strong>en collecting job-market st<strong>at</strong>istics<br />
for 25 years, lists 200 jobs in descending order,<br />
from <strong>be</strong>st <strong>to</strong> worst. Its d<strong>at</strong>a come from the Bureau of Labor<br />
St<strong>at</strong>istics, the Occup<strong>at</strong>ional Safety and Health Administr<strong>at</strong>ion,<br />
and trade associ<strong>at</strong>ions.<br />
“There are reasons why newspaper reporter is <strong>at</strong> the<br />
bot<strong>to</strong>m,” says CareerCast’s publisher, Tony Lee. “Some of<br />
them are reasons th<strong>at</strong> really haven’t changed in 25 years<br />
and some of them are new phenomena,” Lee <strong>to</strong>ld<br />
Poynter.org. Among the old reasons are rel<strong>at</strong>ively low pay,<br />
high stress, and unpredictable <strong>work</strong>ing hours. New phenomena<br />
include increased <strong>work</strong> responsibilities — reporters<br />
are often also required <strong>to</strong> produce blogs or videos<br />
and <strong>to</strong> <strong>be</strong> active on social-net<strong>work</strong>ing sites — and general<br />
uncertainty about the future of the print industry.<br />
78% 50%<br />
Percentage of Bri<strong>to</strong>ns<br />
who <strong>be</strong>lieve it is the<br />
government’s job <strong>to</strong> help<br />
poor children get ahead.<br />
Percentage of Americans<br />
who <strong>be</strong>lieve it is the<br />
government’s job <strong>to</strong> help<br />
poor children get ahead.<br />
Sprachkurse<br />
im Ausland<br />
Sources: The Guardian; YouGov-Cambridge think tank (www.yougov.polis.cam.ac.uk)<br />
actuary [(ÄktSueri*]<br />
biomedical engineer<br />
[)baIoU)medIk&l endZI(nI&r*]<br />
descending [di(sendIN]<br />
enlisted military personnel<br />
[In)lIstId (mIlEteri p§:sE)nel*]<br />
get ahead [)get E(hed]<br />
lum<strong>be</strong>rjack [(lVmb&rdZÄk*]<br />
oil rig [(OI&l rIg]<br />
publisher [(pVblIS&r*]<br />
think tank [(TINk tÄNk]<br />
trade associ<strong>at</strong>ion<br />
[(treId EsoUsi)eIS&n*]<br />
trash collec<strong>to</strong>r<br />
[(trÄS kE)lekt&r*] US<br />
unpredictable [)Vnpri(dIktEb&l]<br />
5/2013<br />
Aktuar(in), Versicherungsm<strong>at</strong>hem<strong>at</strong>iker(in)<br />
Ingenieur(in) für Biomedizintechnik<br />
absteigend<br />
Militärangehörige; (einfache)<br />
Sold<strong>at</strong>en/Sold<strong>at</strong>innen<br />
vorwärtskommen, Erfolg ha<strong>be</strong>n<br />
Holzfäller(in)<br />
Bohrinsel<br />
Herausge<strong>be</strong>r(in)<br />
Expertenkommission<br />
Wirtschafts-, Fachverband<br />
Müllmann/-frau<br />
unvorhersehbar<br />
* This symbol marks standard US pronunci<strong>at</strong>ion th<strong>at</strong> differs from standard<br />
UK pronunci<strong>at</strong>ion.<br />
Karrierefak<strong>to</strong>r Fremdsprachen<br />
Sprachreisen mit <strong>be</strong>ruflichem<br />
Mehrwert!<br />
EF Educ<strong>at</strong>ion First bringt Sprachkurse im Ausland und<br />
Net<strong>work</strong>ing am 11. Ok<strong>to</strong><strong>be</strong>r in der eintägigen Konferenz<br />
„Careers Beyond Borders“ in Chicago zusammen.<br />
Sprachinteressierte aus aller Welt sind dazu eingeladen,<br />
mit hochrangigen Gastrednern ü<strong>be</strong>r Karrierethemen zu<br />
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Königsallee 92a<br />
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Lehel Carré<br />
Gewürzmühlstr. 11<br />
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<strong>be</strong>yondborders
■ WORKING WORLD NAMES AND NEWS<br />
CANADA<br />
On the rocks<br />
easy<br />
<strong>How</strong> do you like your whisky? Fans of Mad Men seem<br />
<strong>to</strong> prefer Canadian — Canadian Club, th<strong>at</strong> is. Canadian<br />
Club is rye whisky. It’s the favourite drink of Don<br />
Draper, the protagonist in the popular TV show about<br />
the 1960s advertising industry.<br />
Draper’s love of Canadian Club has increased sales<br />
for the drink. So has another TV series, Boardwalk Empire,<br />
set during the Prohibition years of the 1920s. “It<br />
has made a huge impact on the brand,” says company<br />
represent<strong>at</strong>ive Tish Harcus. She <strong>to</strong>ld The Glo<strong>be</strong> and<br />
Mail th<strong>at</strong> Canadian Club even provided a case of<br />
1960s-style bottles <strong>to</strong> the production company. “When<br />
you’re w<strong>at</strong>ching Mad Men, all the bottles you see are<br />
straight from Walkerville, Ontario.” Such product<br />
placement (see <strong>Business</strong> <strong>Spotlight</strong> 2/2006) is valuable,<br />
amc<br />
Mad about it:<br />
Don Draper drinks<br />
Canadian Club<br />
according <strong>to</strong> Cheryl Hudson, brand manager for Canadian<br />
Club. In recent years, the drink was seen as something<br />
for old men. But thanks <strong>to</strong> the TV shows,<br />
younger people and women are drinking more Canadian<br />
Club. “[In] these his<strong>to</strong>rical periods — we were the<br />
brand th<strong>at</strong> was there,” Hudson says.<br />
brand [brÄnd]<br />
brand manager<br />
[(brÄnd )mÄnIdZE]<br />
case [keIs]<br />
civil service examin<strong>at</strong>ion<br />
[)sIv&l (s§:vIs IgzÄmI)neIS&n]<br />
coroner [(kQrEnE]<br />
impact: make an ~ on sth.<br />
[(ImpÄkt]<br />
product placement<br />
[)prQdVkt (pleIsmEnt]<br />
pulse [pVls]<br />
rye whisky [)raI (wIski]<br />
sales [seI&lz]<br />
set [set]<br />
surgery [(s§:dZEri]<br />
take (an examin<strong>at</strong>ion)<br />
[teIk]<br />
th<strong>at</strong> is [)DÄt (Iz]<br />
Alamy<br />
Marke<br />
Produktmanager(in),<br />
Marken<strong>be</strong>treuer(in)<br />
Kiste<br />
Einstellungstest für<br />
den Öffentlichen<br />
Dienst<br />
Gerichtsmediziner(in)<br />
sich auf etw. auswirken<br />
Produktpl<strong>at</strong>zierung;<br />
Schleichwerbung<br />
Puls<br />
Roggenwhisky<br />
Abs<strong>at</strong>z<br />
hier: spielen<br />
Chirurgie; chirurgische<br />
Behandlung<br />
(eine Prüfung) ablegen<br />
das heißt<br />
Wh<strong>at</strong> they said…<br />
“I like <strong>work</strong>: it fascin<strong>at</strong>es me. I can sit<br />
and look <strong>at</strong> it for hours”<br />
Jerome K. Jerome (1859–1927), British writer (Three Men in a Bo<strong>at</strong>)<br />
“The taxpayer: th<strong>at</strong>’s someone who <strong>work</strong>s<br />
for the federal government but doesn’t<br />
have <strong>to</strong> take the civil service examin<strong>at</strong>ion”<br />
Ronald Reagan (1911–2004), former US president<br />
“The easiest job in the world has <strong>to</strong> <strong>be</strong><br />
coroner. Surgery on dead people. Wh<strong>at</strong>’s<br />
the worst thing th<strong>at</strong> could happen? If<br />
everything went wrong, may<strong>be</strong> you’d get<br />
a pulse”<br />
Denise Miller, 50, US actress<br />
“Do not wait for leaders. Do it<br />
alone, person <strong>to</strong> person”<br />
Mother Teresa (1910–97), missionary and winner of the<br />
No<strong>be</strong>l Peace Prize<br />
5/2013
➡<br />
➡<br />
RWANDA<br />
End of the road<br />
medium<br />
Aurelie Mukankwiro could soon <strong>be</strong> out of a job. She is one of Rwanda’s “typewriter<br />
typists” — women who sit <strong>be</strong>side busy streets and type letters, CVs and<br />
business proposals for people who do not have computers or printers.<br />
Mukankwiro, a 37-year-old mother of three, <strong>work</strong>s <strong>to</strong>gether with two other women<br />
<strong>at</strong> a bus st<strong>at</strong>ion in Kigali, the Rwandan capital. “I like meeting people every day<br />
and getting <strong>to</strong> learn a little bit about their lives,” she <strong>to</strong>ld The Guardian.<br />
Like her two colleagues, Mukankwiro trained <strong>at</strong> a church typing school and<br />
<strong>work</strong>ed in local government offices. They lost their jobs when computers were introduced<br />
and they were unable <strong>to</strong> use them. Redundancy prompted the three typists<br />
<strong>to</strong> set up their own business <strong>at</strong> the bus st<strong>at</strong>ion, where they charge <strong>be</strong>tween 200<br />
and 300 Rwandan francs (€0.24 <strong>to</strong> €0.36) per page.<br />
Now their business is thre<strong>at</strong>ened, as a computer company offering internet and<br />
printing services has just opened nearby. Typist Marie Gorette Nimukuze, 35, admits<br />
th<strong>at</strong> increased access <strong>to</strong> computers is taking away business. “More and more<br />
people are learning how <strong>to</strong> use computers so, in the future, they won’t need us anymore.”<br />
Another thre<strong>at</strong> comes from the police. “When the police come, we have <strong>to</strong><br />
run,” Mukankwiro says. “It’s government policy — they want people <strong>to</strong> rent houses<br />
instead of <strong>be</strong>ing on the street. But it’s hard for us <strong>to</strong> <strong>be</strong> able <strong>to</strong> afford <strong>to</strong> do th<strong>at</strong><br />
with wh<strong>at</strong> we’re earning.”<br />
www You’ll find more s<strong>to</strong>ries online: www.business-spotlight.de/news<br />
0<br />
The num<strong>be</strong>r of days of<br />
paid holiday guaranteed<br />
<strong>work</strong>ers in the United<br />
St<strong>at</strong>es. In the EU,<br />
<strong>work</strong>ers are legally<br />
entitled <strong>to</strong> <strong>at</strong> least 20<br />
days of paid holiday per<br />
year. Canada and<br />
Japan guarantee<br />
<strong>work</strong>ers <strong>at</strong> least ten days<br />
of paid leave a year.<br />
Sources: The Glo<strong>be</strong> and Mail; Center for Economic and<br />
Policy Research (www.cepr.net)<br />
The num<strong>be</strong>r of Americans <strong>work</strong>ing from<br />
home <strong>at</strong> least one day a week rose from 9.2<br />
million (7 per cent) in 1997 <strong>to</strong> 13.4 million<br />
(9.4 per cent) in 2010.<br />
Sources: The Wall Street Journal; U.S. Census Bureau<br />
(www.census.gov)<br />
WIRTSCHAFT | TECHNIK | SPRACHEN<br />
The num<strong>be</strong>r of British people paying in<strong>to</strong><br />
pension schemes has fallen from 12.2 million<br />
in 1967 <strong>to</strong> 8.2 million in 2011.<br />
Sources: The Daily Telegraph; Office for N<strong>at</strong>ional<br />
St<strong>at</strong>istics (www.st<strong>at</strong>istics.gov.uk)<br />
access [(Äkses]<br />
Zugang<br />
CV (curriculum vitae) [)si: (vi:] Le<strong>be</strong>nslauf<br />
legally entitled: <strong>be</strong> ~ <strong>to</strong> sth. gesetzlichen<br />
[)li:g&li In(taIt&ld]<br />
Anspruch auf etw.<br />
ha<strong>be</strong>n<br />
out of a job: <strong>be</strong> ~<br />
seinen Job los sein<br />
[)aUt Ev E (dZQb]<br />
pension scheme Alterssicherungs -<br />
[(penS&n ski:m]<br />
system<br />
prompt sb. <strong>to</strong> do sth.<br />
jmdn. veranlassen,<br />
[)prQmpt tE (du:]<br />
etw. zu tun<br />
redundancy [ri(dVndEnsi]<br />
Ar<strong>be</strong>itslosigkeit<br />
research [ri(s§:tS]<br />
Forschung<br />
Rwanda [ru(ÄndE]<br />
Ruanda<br />
typewriter typist<br />
Schreibmaschinen-<br />
[(taIpraItE )taIpIst]<br />
schrei<strong>be</strong>r(in)<br />
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5/2013<br />
Gr<strong>at</strong>is Infos anfordern: 0800 22 55 888 • www.akad.de
AFP/Getty Images<br />
De<strong>at</strong>h in the<br />
forest<br />
Während Umweltschützer vor einer K<strong>at</strong>astrophe warnen, fällt<br />
auf Sum<strong>at</strong>ra und Borneo mehr und mehr Regenwald dem<br />
weltweiten Bedarf an Biokrafts<strong>to</strong>ff, Pflanzenölen, Papier und<br />
dem Abbau von Bodenschätzen zum Opfer. Gibt es noch eine<br />
Rettung? JOHN VIDAL geht dieser Frage nach. advanced<br />
P<strong>at</strong>h of destruction:<br />
industrializ<strong>at</strong>ion in Borneo
DEFORESTATION GLOBAL BUSINESS ■<br />
Our small plane had <strong>be</strong>en flying low over Sum<strong>at</strong>ra<br />
for three hours, but all we had seen was an<br />
industrial landscape of palm and acacia trees<br />
stretching 50 kilometres in every direction. Blue<br />
smoke from newly cleared land drifted eastward<br />
over giant plant<strong>at</strong>ions. Long drainage canals dissected<br />
the land. The only sign of life was excav<strong>at</strong>ors loading trees<br />
on <strong>to</strong> barges <strong>to</strong> take <strong>to</strong> pulp mills.<br />
The end is in sight for the gre<strong>at</strong> forests of Sum<strong>at</strong>ra and<br />
Borneo, as well as the animals and people who depend on<br />
them. Thirty years ago, the world’s third- and sixth-largest<br />
islands were full of tigers, elephants, rhinos, orang-utan<br />
and exotic birds and plants, but they have <strong>be</strong>en destroyed<br />
in a single gener<strong>at</strong>ion by global agribusiness and the pulp<br />
and paper industries.<br />
with <strong>to</strong>ilet paper,<br />
biofuels and vegetable oil <strong>to</strong> make everyday foods such<br />
as margarine, cream cheese and chocol<strong>at</strong>e, but worried scientists<br />
and environmental groups warn th<strong>at</strong> one of the 21st<br />
century’s gre<strong>at</strong>est ecological disasters is rapidly unfolding.<br />
Official figures show more than half of Indonesia’s rainforest,<br />
the third-largest sw<strong>at</strong>he in the world, has <strong>be</strong>en felled<br />
in a few years; permission has <strong>be</strong>en given <strong>to</strong> convert up <strong>to</strong><br />
70 per cent of wh<strong>at</strong> remains in<strong>to</strong> palm or acacia plant<strong>at</strong>ions.<br />
In May, the Indonesian government renewed a mor<strong>at</strong>orium<br />
on the felling of rainforest, but nearly a million<br />
hectares are still <strong>be</strong>ing cut each year. The last pristine areas,<br />
in provinces such as Aceh and Papua, are now prime<br />
targets for giant logging, palm and mining companies.<br />
The <strong>to</strong>ll on wild animals across an area nearly the size<br />
of Europe is huge, say scientists, who warn th<strong>at</strong> many of<br />
Indonesia’s species could <strong>be</strong> extinct in the wild within 20<br />
<strong>to</strong> 30 years. Orang-utan num<strong>be</strong>rs are falling rapidly, only<br />
250 <strong>to</strong> 400 tigers remain and fewer than 100 rhinos are<br />
left in the forests, according <strong>to</strong> the Intern<strong>at</strong>ional Union for<br />
Man-made plant<strong>at</strong>ions:<br />
taming the rainforest<br />
AFP/Getty Images<br />
Conserv<strong>at</strong>ion of N<strong>at</strong>ure. Millions of hectares are nominally<br />
protected, but the forest is fragmented. N<strong>at</strong>ional parks are<br />
surrounded by plant<strong>at</strong>ions; illegal loggers <strong>work</strong> with<br />
impunity and corruption is widespread in government.<br />
“This is the fastest, most comprehensive transform<strong>at</strong>ion of<br />
an entire landscape th<strong>at</strong> has ever taken place anywhere in<br />
the world, including the Amazon. If it continues <strong>at</strong> this r<strong>at</strong>e,<br />
all th<strong>at</strong> will <strong>be</strong> left in 20 years is a few fragmented areas of<br />
n<strong>at</strong>ural forest surrounded by huge man-made plant<strong>at</strong>ions.<br />
There will <strong>be</strong> increased floods, fires and droughts but no<br />
animals,” said Yuyun Indradi, a political forest campaigner<br />
with Greenpeace in Jakarta.<br />
deforest<strong>at</strong>ion<br />
has <strong>be</strong>en accompanied by rising violence. Last year,<br />
more than 600 major land conflicts were recorded in the<br />
palm plant<strong>at</strong>ions. Many turned violent as communities th<strong>at</strong><br />
had lost their traditional forest fought multin<strong>at</strong>ional companies<br />
and security forces. More than 5,000 instances of<br />
human-rights abuse were recorded, with 22 de<strong>at</strong>hs and<br />
hundreds of injuries.<br />
4<br />
Sum<strong>at</strong>ra’s forests and wildlife have <strong>be</strong>en destroyed<br />
in a gener<strong>at</strong>ion by global industries<br />
acacia tree [E(keISE tri:]<br />
Akazie<br />
barge [bA:dZ]<br />
Lastkahn<br />
biofuel [(baIEUfju:El]<br />
Biokrafts<strong>to</strong>ff<br />
cleared [klIEd]<br />
gerodet<br />
comprehensive [)kQmprI(hensIv]<br />
umfassend, durchgreifend<br />
conserv<strong>at</strong>ion of n<strong>at</strong>ure<br />
N<strong>at</strong>urschutz<br />
[kQnsE)veIS&n Ev (neItSE]<br />
cream cheese [)kri:m (tSi:z]<br />
Frischkäse<br />
deforest<strong>at</strong>ion [di:)fQrI(steIS&n]<br />
Abholzung<br />
dissect sth. [daI(sekt]<br />
etw. zerschneiden<br />
drainage canal [(dreInIdZ kE)nÄl]<br />
Entwässerungskanal<br />
drought [draUt]<br />
Dürre<br />
excav<strong>at</strong>or [(ekskEveItE]<br />
Bagger<br />
extinct [Ik(stINkt]<br />
ausges<strong>to</strong>r<strong>be</strong>n<br />
fell sth. [fel]<br />
etw. fällen<br />
human-rights abuse [)hju:mEn (raIts E)bju:s] Menschenrechtsverletzung<br />
impunity: with ~ [Im(pju:nEti]<br />
logger [(lQgE]<br />
logging company [(lQgIN )kVmpEni]<br />
mining company<br />
[(maInIN )kVmpEni]<br />
plant<strong>at</strong>ion [plA:n(teIS&n]<br />
prime target [)praIm (tA:gIt]<br />
pristine [(prIsti:n]<br />
pulp mill [(pVlp mIl]<br />
species [(spi:Si:z]<br />
sw<strong>at</strong>he [sweID]<br />
<strong>to</strong>ll [tEUl]<br />
unfold [Vn(fEUld]<br />
w<strong>at</strong>chdog group<br />
[(wQtSdQg gru:p]<br />
straffrei, ungestraft<br />
Holzfäller(in)<br />
Holzunternehmen<br />
Bergbau-, Minengesellschaft<br />
Plantage<br />
vorrangiges Ziel<br />
un<strong>be</strong>rührt<br />
Zells<strong>to</strong>fffabrik<br />
Art(en)<br />
Landstrich; hier auch: Gebiet<br />
Tribut<br />
(sich) entfalten; hier: im<br />
Gange sein<br />
Organis<strong>at</strong>ion, die etw.<br />
kritisch ü<strong>be</strong>rwacht<br />
5/2013<br />
www.business-spotlight.de 11
■ GLOBAL BUSINESS DEFORESTATION<br />
Devast<strong>at</strong>ion: fisherman<br />
walking through a pe<strong>at</strong> forest<br />
“The legacy of deforest<strong>at</strong>ion has <strong>be</strong>en conflict, increased<br />
poverty, migr<strong>at</strong>ion <strong>to</strong> the cities and the erosion of habit<strong>at</strong><br />
for animals. As the forests come down, social conflicts are<br />
exploding everywhere,” said A<strong>be</strong>dnego Tarigan, direc<strong>to</strong>r<br />
of Walhi, Indonesia’s largest environmental group.<br />
could<br />
come quickly. Aceh, which was badly hit by the tsunami<br />
in 2004, will lose more than half its trees if a new government<br />
plan <strong>to</strong> change land use is pushed through. A single<br />
Canadian mining company is seeking <strong>to</strong> exploit 1.77 million<br />
hectares for mining, logging and palm plant<strong>at</strong>ions.<br />
Large areas of central Sum<strong>at</strong>ra and Kalimantan are <strong>be</strong>ing<br />
felled as coal, copper and gold mining companies move<br />
in. Millions of hectares of forest in West Papua are expected<br />
<strong>to</strong> <strong>be</strong> converted in<strong>to</strong> palm plant<strong>at</strong>ions.<br />
“Papuans, some of the poorest citizens in Indonesia, are<br />
<strong>be</strong>ing utterly exploited in legally questionable oil-palm land<br />
deals th<strong>at</strong> provide huge financial opportunities for intern<strong>at</strong>ional<br />
inves<strong>to</strong>rs <strong>at</strong> the expense of the people and forests<br />
of West Papua,” said Jago Wadley, a forest campaigner<br />
with the Environmental Investig<strong>at</strong>ion Agency.<br />
Despite a promise from the government <strong>to</strong> extend a<br />
mor<strong>at</strong>orium on deforest<strong>at</strong>ion for two years, Indonesia is<br />
still cutting down its forests faster than any other country.<br />
Loopholes in the law mean th<strong>at</strong> the mor<strong>at</strong>orium cov-<br />
ers only new licences and<br />
primary forests, and excludes<br />
key land areas containing<br />
pe<strong>at</strong> as well as<br />
existing concessions th<strong>at</strong><br />
are tiger and elephant habit<strong>at</strong>s.<br />
“No one seems able<br />
<strong>to</strong> s<strong>to</strong>p the destruction,”<br />
said Greenpeace Intern<strong>at</strong>ional’s<br />
forest spokesman,<br />
Phil Aikman.<br />
The conflicts often arise<br />
when companies are grant -<br />
ed logging or plant<strong>at</strong>ion<br />
permission th<strong>at</strong> overlaps with community-managed traditional<br />
forests and protected areas such as n<strong>at</strong>ional parks.<br />
Nine villages have <strong>be</strong>en in conflict with the giant paper<br />
company APRIL (Asia Pacific Resources Intern<strong>at</strong>ional<br />
Limited), which has permission <strong>to</strong> convert, with others,<br />
450,000 hectares of deep pe<strong>at</strong> forests on the Kampar<br />
Peninsula in central Sum<strong>at</strong>ra. Because the area contains as<br />
much as 1.5 billion <strong>to</strong>nnes of carbon dioxide, it has global<br />
importance in the fight against clim<strong>at</strong>e change.<br />
“We would die for this [forest] if necessary. This is a m<strong>at</strong>ter<br />
of life and de<strong>at</strong>h. The forest is our life. We depend on<br />
it when we want <strong>to</strong> build our houses or bo<strong>at</strong>s. We protect<br />
it. The permits were handed out illegally, but now we have<br />
no option but <strong>to</strong> <strong>work</strong> for the companies or hire ourselves<br />
out for pitiful wages,” said one village leader who was<br />
afraid <strong>to</strong> give his name.<br />
AFP/Getty Images<br />
officials of illegally<br />
taking their land. APRIL, which strongly denies involvement<br />
in corruption, announced plans <strong>to</strong> <strong>work</strong> with<br />
London-based Fauna and Flora Intern<strong>at</strong>ional <strong>to</strong> res<strong>to</strong>re<br />
20,000 hectares of degraded forest land.<br />
Eighty kilometres away, near the <strong>to</strong>wn of Rengit, villagers<br />
w<strong>at</strong>ched in horror last year when their community<br />
forest was burned down — they <strong>be</strong>lieve this was done by<br />
people in the pay of a large palm-oil company. “Life is ter-<br />
<strong>at</strong> the expense of<br />
auf Kosten von<br />
[)Ät Di Ik(spens Qv]<br />
based: …-~ [<strong>be</strong>Ist]<br />
mit Sitz in…<br />
billion [(bIljEn]<br />
Milliarde(n)<br />
carbon dioxide [)kA:bEn daI(QksaId] Kohlendioxid (CO 2 )<br />
come down [)kVm (daUn]<br />
hier: dem Kahlschlag zum<br />
Opfer fallen<br />
copper [(kQpE]<br />
Kupfer<br />
degraded [di(greIdId]<br />
degradiert, ökosystemisch<br />
schlecht<br />
deny sth. [di(naI]<br />
etw. abstreiten<br />
exploit sth. [Ik(splOIt]<br />
etw. erschließen<br />
grant sth. [grA:nt]<br />
legacy [(legEsi]<br />
limited [(lImItId]<br />
loophole [(lu:phEUl]<br />
overlap with sth.<br />
[)EUvE(lÄp wID]<br />
pe<strong>at</strong> [pi:t]<br />
pitiful [(pItIf&l]<br />
poverty [(pQvEti]<br />
primary forest [(praImEri )fQrIst]<br />
res<strong>to</strong>re sth. [ri(stO:]<br />
utterly [(VtEli]<br />
etw. gewähren, erteilen<br />
Vermächtnis<br />
etwa: GmbH<br />
Schlupfloch<br />
sich mit etw. ü<strong>be</strong>rschneiden<br />
Torf<br />
erbärmlich<br />
Armut<br />
Primär-, Urwald<br />
etw. wiederherstellen<br />
völlig<br />
12 www.business-spotlight.de 5/2013
In danger: the<br />
Sum<strong>at</strong>ran tiger<br />
and orang-utan<br />
are losing their<br />
terri<strong>to</strong>ry and<br />
could soon<br />
<strong>be</strong>come extinct<br />
Despite a mor<strong>at</strong>orium, Indonesia is still cutting down<br />
its forests faster than any other country<br />
S<strong>to</strong>ckbyte<br />
Pho<strong>to</strong>disc<br />
rible now. We are ruined. We used <strong>to</strong> get resin, wood,<br />
tim<strong>be</strong>r and fuel from the forest. Now we have no option<br />
but <strong>to</strong> <strong>work</strong> for the palm-oil company. The company <strong>be</strong><strong>at</strong><br />
us. The fire was deli<strong>be</strong>r<strong>at</strong>e. This forest was everything for<br />
us. We used it as our supermarket, building s<strong>to</strong>re, chemist’s<br />
shop and fuel supplier for gener<strong>at</strong>ions of people. Now we<br />
must put plastic on our roofs,” said one man from the village<br />
of Bayesjaya, who also asked not <strong>to</strong> <strong>be</strong> named.<br />
adopt sth. [E(dQpt]<br />
chemist’s shop [(kemIsts SQp] UK<br />
deli<strong>be</strong>r<strong>at</strong>e [di(lIbErEt]<br />
denuding [di(nju:dIN]<br />
embarrassed: <strong>be</strong> ~<br />
[Im(bÄrEst]<br />
fuel [(fju:El]<br />
impacted: <strong>be</strong> ~ by sth.<br />
[Im(pÄktId]<br />
migrant labour [)maIgrEnt (leIbE]<br />
pending... [(pendIN]<br />
pollution [pE(lu:S&n]<br />
postpone sth. [pEUst(pEUn]<br />
rampant [(rÄmpEnt]<br />
reforest<strong>at</strong>ion [ri:)fQrI(steIS&n]<br />
resin [(rezIn]<br />
slash and burn [)slÄS En (b§:n]<br />
sustainability [sE)steInE(bIlEti]<br />
tim<strong>be</strong>r [(tImbE]<br />
etw. einführen<br />
Apotheke<br />
absichtlich (her<strong>be</strong>igeführt)<br />
Kahlschlag<br />
in Verlegenheit gebracht<br />
werden<br />
Brenns<strong>to</strong>ff<br />
von etw. <strong>be</strong>troffen sein<br />
Wanderar<strong>be</strong>iter(innen)<br />
solange ... <strong>be</strong>steht<br />
Umweltverschmutzung<br />
etw. aufschie<strong>be</strong>n<br />
ungezügelt<br />
Wiederaufforstung<br />
Harz<br />
Brandrodung<br />
Nachhaltigkeit<br />
(Bau-)Holz<br />
Kuala<br />
Cenaku in the province of Riau, has spent ten years fighting<br />
oil-plant<strong>at</strong>ion companies th<strong>at</strong> were awarded a giant<br />
concession. “May<strong>be</strong> 35,000 people have <strong>be</strong>en impacted by<br />
their plant<strong>at</strong>ions. Everyone is very upset. People have died<br />
in protests. I have not accepted defe<strong>at</strong> yet. These conflicts<br />
are going on everywhere. Before the companies came we<br />
had a lot of n<strong>at</strong>ural resources, like honey, r<strong>at</strong>tan, fish,<br />
shrimps and wood,” Ali said.<br />
“We had all we wanted. Th<strong>at</strong> all went when the companies<br />
came. Everything th<strong>at</strong> we depended on went. Deforest<strong>at</strong>ion<br />
has led <strong>to</strong> pollution and health problems. We are<br />
all poorer now. I blame the companies and the government,<br />
but most of all the government,” he continued.<br />
Greenpeace and other groups accuse the giant pulp and<br />
palm companies of destroying tens of thousands of hectares<br />
of rainforest a year, but the companies claim th<strong>at</strong> they are<br />
the forest defenders and without them, the ecological destruction<br />
would <strong>be</strong> worse. “There has <strong>be</strong>en a rampant escal<strong>at</strong>ion<br />
of the denuding of the landscape but it is mostly<br />
by migrant labour and palm-oil growers. Poverty and illegal<br />
logging, along with migrant labour, have caused the deforest<strong>at</strong>ion,”<br />
said APRIL’s spokesman, David Goodwin.<br />
“Wh<strong>at</strong> APRIL does is not deforest<strong>at</strong>ion,” Goodwin adds.<br />
“In establishing acacia plant<strong>at</strong>ions in already distur<strong>be</strong>d forest<br />
areas, it is contributing strongly <strong>to</strong> reforest<strong>at</strong>ion. Last<br />
year, APRIL planted more than 100 million trees. Deforest<strong>at</strong>ion<br />
happens <strong>be</strong>cause of highly organized illegal logging,<br />
slash-and-burn practices by migrant labour,<br />
unregul<strong>at</strong>ed tim<strong>be</strong>r oper<strong>at</strong>ions. There has <strong>be</strong>en an explosion<br />
of palm-oil concessions.”<br />
The company would not say how much rainforest it and<br />
its suppliers fell each year but internal papers seen by The<br />
Observer show th<strong>at</strong> it planned <strong>to</strong> deforest 60,000 hectares<br />
of rainforest in 2012 but postponed this pending the mor<strong>at</strong>orium.<br />
It admits th<strong>at</strong> it has a concession of 20,000<br />
hectares of forest th<strong>at</strong> it has permission <strong>to</strong> fell and th<strong>at</strong> it<br />
takes up <strong>to</strong> one third of its tim<strong>be</strong>r from “mixed tropical<br />
hardwood” for its giant pulp and paper mill in Riau.<br />
The pressure is<br />
now on other large palm-oil and paper companies after<br />
Asia Pulp and Paper (APP), one of the world’s largest such<br />
companies, was persuaded this year by intern<strong>at</strong>ional and<br />
local Indonesian groups <strong>to</strong> end all rainforest deforest<strong>at</strong>ion<br />
and <strong>to</strong> rely solely on its plant<strong>at</strong>ions for its wood. The company,<br />
which admits <strong>to</strong> having felled thousands of hectares<br />
of Sum<strong>at</strong>ran forest in the past 20 years, had <strong>be</strong>en embarrassed<br />
and financially hurt when other global firms, including<br />
Adidas, Kraft, M<strong>at</strong>tel, Nestlé, Carrefour and Unilever,<br />
dropped APP products th<strong>at</strong> had <strong>be</strong>en made out of wood<br />
from rainforests.<br />
“We thought th<strong>at</strong> if we adopted n<strong>at</strong>ional laws <strong>to</strong> protect<br />
the forest th<strong>at</strong> this would <strong>be</strong> enough. But it clearly was not.<br />
We realized something was not right and th<strong>at</strong> we needed a<br />
much higher standard. So now we will s<strong>to</strong>p the deforest<strong>at</strong>ion,<br />
wh<strong>at</strong>ever the cost. We are now convinced th<strong>at</strong> the<br />
long-term <strong>be</strong>nefits will <strong>be</strong> gre<strong>at</strong>er,” said Aida Greenbury,<br />
APP’s sustainability direc<strong>to</strong>r. “Yes. We got it wrong. We<br />
could not have done worse.”<br />
■BS<br />
© Guardian News & Media 2013<br />
5/2013<br />
www.business-spotlight.de 13
■ GLOBAL BUSINESS HEAD-TO-HEAD<br />
English as the EU language?<br />
Englisch als einheitliche Amtssprache der EU? Das sieht zumindest das Wunschbild vor, das Bundespräsident<br />
Joachim Gauck von Europa h<strong>at</strong>. VICKI SUSSENS h<strong>at</strong> dazu einen Skeptiker und einen Befürworter gehört. advanced<br />
NO!<br />
“It could intensify<br />
the linguistic<br />
hegemony of<br />
English”<br />
ROBERT PHILLIPSON<br />
Joachim Gauck’s promotion of English as a unifying<br />
language for the EU is irresponsible. The German<br />
president uses the words “lingua franca” and “common<br />
language” without defining them. He ignores the<br />
complexities of managing linguistic diversity n<strong>at</strong>ionally<br />
and intern<strong>at</strong>ionally. Demanding th<strong>at</strong> English <strong>be</strong>come the<br />
official EU language could intensify the linguistic hegemony<br />
of English and condemn all other languages <strong>to</strong> secondclass<br />
st<strong>at</strong>us.<br />
“There is no more emotional <strong>to</strong>pic in the EU than the<br />
language issue,” as Wilhelm Schönfelder, then Head of<br />
Mission for Germany <strong>at</strong> the EU, <strong>to</strong>ld the Süddeutsche Zeitung.<br />
Language policy has always <strong>be</strong>en politically sensitive<br />
in the EU.<br />
There are many lingua francas in use in Europe. The<br />
original lingua franca was a hybrid form of communic<strong>at</strong>ion<br />
based largely on Italian, with elements of French,<br />
Greek, Arabic, etc. It evolved as the language of trade in<br />
the eastern Mediterranean during the Renaissance. It was<br />
not a complete language serving all st<strong>at</strong>e functions.<br />
Gauck assumes th<strong>at</strong> English is universally relevant “in all<br />
situ<strong>at</strong>ions and <strong>at</strong> all ages”. This ignores the fact th<strong>at</strong> English<br />
proficiency varies widely in different EU countries. It<br />
is nonsense <strong>to</strong> write th<strong>at</strong> English or French will help you<br />
in places like Portugal or Hungary, where 95 per cent of<br />
the popul<strong>at</strong>ion know no English.<br />
The Tre<strong>at</strong>y of Rome (1957) promoted the n<strong>at</strong>ional<br />
language system <strong>to</strong> the supran<strong>at</strong>ional level. Because EU<br />
law must <strong>be</strong> made known in the main language of each<br />
mem<strong>be</strong>r st<strong>at</strong>e, the EU now has 24 official languages. The<br />
languages spoken or written by staff in EU institutions will<br />
depend on the context. To communic<strong>at</strong>e internally with<br />
mem<strong>be</strong>r st<strong>at</strong>es or with the public, they may need <strong>to</strong> use one<br />
language, a few, many or all the languages.<br />
Although Gauck was probably not referring <strong>to</strong> this level<br />
of EU functioning, one wonders whether he is aware<br />
th<strong>at</strong> market forces have led <strong>to</strong> English gradually replacing<br />
French as primus inter pares when it comes <strong>to</strong> drafting<br />
policy documents in the Commission. This is a significant<br />
development, <strong>be</strong>cause it means th<strong>at</strong> EU texts are now<br />
mainly developed in English, meaning English ideas get<br />
transl<strong>at</strong>ed in<strong>to</strong> other languages. This move <strong>to</strong>wards<br />
monolingualism and monoculturalism thre<strong>at</strong>ens the st<strong>at</strong>us,<br />
cultural universes and cosmologies of other languages th<strong>at</strong><br />
have evolved over centuries.<br />
The VolkswagenStiftung has recently published an excellent<br />
book on the possible thre<strong>at</strong> English poses <strong>to</strong> German:<br />
Deutsch in der Wissenschaft: Ein politischer und wissenschaftlicher<br />
Diskurs. It shows th<strong>at</strong> researchers are usually<br />
cre<strong>at</strong>ive in their own n<strong>at</strong>ive language, even if they have<br />
good foreign-language skills. “Getting by” in a foreign language<br />
is not wh<strong>at</strong> is needed in complex EU negoti<strong>at</strong>ions,<br />
in high-level business transactions or in intellectually demanding<br />
activities in higher educ<strong>at</strong>ion and research.<br />
It is a myth th<strong>at</strong> a single language in a country or, in<br />
Gauck’s proposal, a region, guarantees peace and harmony.<br />
Europe’s strong tradition of imposing monolingualism<br />
has failed <strong>to</strong> get rid of minority languages.<br />
ROBERT PHILLIPSON is a professor <strong>at</strong> Copenhagen <strong>Business</strong><br />
School and author of books on language policy, linguistic imperialism,<br />
language rights and multilingual educ<strong>at</strong>ion.<br />
assume sth. [E(sju:m]<br />
von etw. ausgehen<br />
business school<br />
<strong>be</strong>triebswirtschaftliche Hoch-<br />
[(bIznEs sku:l]<br />
schule<br />
diversity [daI(v§:sEti]<br />
Vielfalt<br />
draft sth. [drA:ft]<br />
etw. abfassen<br />
evolve (sth.) [i(vQlv]<br />
sich entwickeln; etw. entwickeln<br />
get by [)get (baI]<br />
klarkommen<br />
impose sth. [Im(pEUzIN]<br />
etw. auferlegen, aufdrängen<br />
lingua franca [)lINgwE (frÄNkE] Lingua Franca, Verkehrssprache<br />
monolingualism [)mQnEU(lINgwElIzEm] Einsprachigkeit<br />
negoti<strong>at</strong>ion [nI)gEUSi(eIS&n]<br />
Verhandlung<br />
pose a thre<strong>at</strong> [)pEʊz E (θret]<br />
eine Bedrohung darstellen<br />
proficiency [prE(fIS&nsi]<br />
Kenntnisse<br />
research [ri(s§:tS]<br />
Forschung<br />
researcher [ri(s§:tSE]<br />
Forscher(in)<br />
second-class st<strong>at</strong>us: condemn sth. <strong>to</strong> ~ etw. zur Zweitklassigkeit<br />
[)sekEnd )klA:s (steItEs]<br />
verdammen<br />
sensitive [(sensEtIv]<br />
heikel, sensi<strong>be</strong>l<br />
Tre<strong>at</strong>y of Rome [)tri:ti Ev (rEUm] Römische Verträge<br />
14 www.business-spotlight.de 5/2013
©European Union 2013<br />
Gauck’s vision: everyone<br />
speaking one language<br />
YES!<br />
“English has<br />
<strong>be</strong>come a<br />
language spoken<br />
by millions in<br />
the EU”<br />
JOHN WHITEHEAD<br />
Let’s not fool ourselves: we know the his<strong>to</strong>rical reasons<br />
why English has <strong>be</strong>come such a widely spoken<br />
language. Firstly, as a result of the British Empire,<br />
which came <strong>to</strong> an end some 50 years ago, but<br />
which leaves a powerful legacy. Secondly, the global dominance<br />
of the US since then. No wonder English seems <strong>to</strong><br />
have a whiff of imperialism for some.<br />
<strong>How</strong>ever, German president Joachim Gauck is right <strong>to</strong><br />
<strong>be</strong>lieve th<strong>at</strong> Europe has nothing <strong>to</strong> fear from English <strong>be</strong>coming<br />
the main language of communic<strong>at</strong>ion. A large part<br />
of its success is th<strong>at</strong> English is constantly evolving through<br />
contact with other languages. It is partly German anyway:<br />
words such as “zeitgeist” or “u<strong>be</strong>rcool” have long <strong>be</strong>en absor<strong>be</strong>d<br />
in<strong>to</strong> the language.<br />
English is not a British neocolonial <strong>to</strong>ol <strong>to</strong> gain power,<br />
but a language th<strong>at</strong> <strong>be</strong>longs <strong>to</strong> the world as much as <strong>to</strong> us<br />
in the UK. It opens doors and cre<strong>at</strong>es prosperity for people<br />
across the glo<strong>be</strong>. It does not seek <strong>to</strong> elbow out mother<br />
<strong>to</strong>ngues, but <strong>to</strong> coexist and continue <strong>to</strong> evolve alongside<br />
other languages. Herr Gauck would <strong>be</strong> pleased <strong>to</strong> know<br />
th<strong>at</strong> we have Germany <strong>to</strong> thank for the words “dollars”,<br />
“glitz” and “wanderlust” — three things th<strong>at</strong> bring the UK<br />
a gre<strong>at</strong> deal.<br />
The British Council encourages the use of English, but<br />
not <strong>at</strong> all costs. Above the drive <strong>to</strong> promote a single language<br />
comes respect for the global diversity of cultures and<br />
their languages. In our recent “Language Rich Europe” report,<br />
we recommend using the particular position of English<br />
in Europe <strong>to</strong> support multi- and plurilingualism.<br />
The right of children <strong>to</strong> a high-quality educ<strong>at</strong>ion in a language<br />
they understand is also fundamental. But more is not<br />
always <strong>be</strong>tter. English, like many useful things such as medicines<br />
and sharp objects, can have its side effects. Imagine<br />
you are an Italian economics professor <strong>at</strong> a prestigious<br />
university in Italy, and suddenly, you are <strong>to</strong>ld th<strong>at</strong> you have<br />
<strong>to</strong> deliver your lectures in English. Imagine you are a fiveyear-old<br />
child on your first day <strong>at</strong> school and you do not<br />
understand wh<strong>at</strong> the teacher says <strong>be</strong>cause she is speaking<br />
in wh<strong>at</strong>, for you, is a new language called English — it will<br />
take you a long time <strong>to</strong> learn anything.<br />
No one is forcing anyone <strong>to</strong> speak English, but there’s<br />
no denying the fact th<strong>at</strong> it has <strong>be</strong>come a language spoken<br />
by millions of people in EU countries. More than th<strong>at</strong>, it<br />
has <strong>be</strong>come a shared cultural asset, which everyone in<br />
Europe can make use of and contribute <strong>to</strong>. I sometimes feel<br />
th<strong>at</strong> speaking English is r<strong>at</strong>her like slipping on a new co<strong>at</strong>:<br />
some may come <strong>to</strong> feel completely comfortable wearing it,<br />
while others won’t.<br />
■BS<br />
JOHN WHITEHEAD is the direc<strong>to</strong>r of the British Council in<br />
Germany. He has <strong>work</strong>ed for the British Council for more than 20<br />
years, including in L<strong>at</strong>in America, North Africa and East Asia.<br />
plus Find reading-comprehension exercises in <strong>Business</strong> <strong>Spotlight</strong> plus<br />
<strong>at</strong> all costs [Ät )O:l (kQsts]<br />
contribute <strong>to</strong> sth. [kEn(trIbju:t tu]<br />
cultural asset [)kVltS&rEl (Äset]<br />
elbow sth. out [)elbEU (aUt]<br />
glitz [glIts]<br />
lecture: deliver a ~ [(lektSE]<br />
legacy [(legEsi]<br />
multi- and plurilingualism<br />
[)mVlti En )plUEri(lINgwElIzEm]<br />
prestigious [pre(stIdZEs]<br />
prosperity [prQ(sperEti]<br />
side effect [(saId E)fekt]<br />
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um jeden Preis<br />
zu etw. <strong>be</strong>itragen<br />
Kulturgut<br />
etw. gewaltsam verdrängen<br />
Glanz<br />
eine Vorlesung halten<br />
Vermächtnis<br />
Viel- und Mehrsprachigkeit<br />
renommiert<br />
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Ne<strong>be</strong>nwirkung<br />
etw. ü<strong>be</strong>rstreifen<br />
es kann nicht <strong>be</strong>stritten<br />
werden, dass...<br />
Hauch, Spur<br />
5/2013<br />
www.business-spotlight.de 15
Canadian export:<br />
Mark Carney<br />
takes charge <strong>at</strong> the<br />
Bank of England<br />
Rocking<br />
Getty Images<br />
Zum ersten Mal seit Gründung der Bank of England vor ü<strong>be</strong>r 300 Jahren steht ein Nichtbrite an ihrer Spitze.<br />
MARGARET DAVIS <strong>be</strong>richtet von der <strong>be</strong>eindruckenden Laufbahn und den neuen Aufga<strong>be</strong>n des kanadischen<br />
Bankenchefs, den die Presse gerne mit einem Rockstar oder Größen aus der Fußballwelt vergleicht. advanced<br />
The last time a Canadian got so much <strong>at</strong>tention,<br />
he was playing a guitar in the Intern<strong>at</strong>ional<br />
Space St<strong>at</strong>ion. But although Mark Carney has<br />
<strong>be</strong>en descri<strong>be</strong>d as a “rock star banker”, he’s no<br />
Chris Hadfield, the astronaut who won millions<br />
of hearts with his recordings from space. Still, as the<br />
youngest man and first non-Brit <strong>to</strong> head the Bank of<br />
England, the 48-year-old Carney brings a combin<strong>at</strong>ion of<br />
energy, charm and experience <strong>to</strong> his new role as the bank’s<br />
governor.<br />
And as if “rock star” wasn’t enough, British newspapers<br />
brought out the football metaphors. The Guardian headed<br />
one s<strong>to</strong>ry with “Mark Carney: a Sven for Threadneedle<br />
Street?” — a reference <strong>to</strong> Sven-Göran Eriksson, who<br />
replaced Kevin Keegan as manager of the England n<strong>at</strong>ional<br />
football team in 1999–2000. (The Bank of England is<br />
known as the “Old Lady of Threadneedle Street” <strong>be</strong>cause<br />
of its loc<strong>at</strong>ion in th<strong>at</strong> street in the City of London.) British<br />
Chancellor of the Exchequer George Osborne has even descri<strong>be</strong>d<br />
Carney as “the central banking equivalent of Sir<br />
Alex Ferguson or Pep Guardiola”.<br />
Carney was born on 16 March 1965 in the tiny <strong>to</strong>wn of<br />
Fort Smith, Northwest Terri<strong>to</strong>ries; his family moved <strong>to</strong> Edmon<strong>to</strong>n,<br />
Al<strong>be</strong>rta, when he was six. His f<strong>at</strong>her was a highschool<br />
principal and l<strong>at</strong>er a professor of educ<strong>at</strong>ion <strong>at</strong> the<br />
University of Al<strong>be</strong>rta, while his mother is a former teacher.<br />
After high school, Carney studied <strong>at</strong> Harvard University,<br />
Chancellor of the Exchequer<br />
[)tSA:nsElEr Ev Di Iks(tSekE] UK<br />
City of London [)sIti Ev (lVndEn] UK<br />
governor [(gVv&nE]<br />
principal [(prInsEp&l]<br />
Finanzminister(in)<br />
Londoner Finanzdistrikt<br />
hier: Präsident(in)<br />
Rek<strong>to</strong>r(in)<br />
16 www.business-spotlight.de 5/2013
PROFILE GLOBAL BUSINESS ■<br />
where he got a BA in economics — and played backup<br />
goalie for the university’s ice-hockey team. He went on <strong>to</strong><br />
do a master’s and a doc<strong>to</strong>ral degree in economics, both <strong>at</strong><br />
Oxford University. It was here th<strong>at</strong> he met his British-born<br />
wife, Diana Fox, in 1991; the couple<br />
has four daughters.<br />
Margaret Meyer, Carney’s doc<strong>to</strong>ral<br />
supervisor <strong>at</strong> Oxford, was impressed<br />
by the young Canadian’s intellect.<br />
“Wh<strong>at</strong> really distinguished<br />
Mark Carney from other students<br />
was his intellectual vers<strong>at</strong>ility and<br />
the rapidity with which he was able <strong>to</strong> get up <strong>to</strong> speed with<br />
new approaches and new techniques,” Meyer <strong>to</strong>ld The<br />
Guardian. “He has a very agile mind.”<br />
Carney spent 13 years with investment bank Goldman<br />
Sachs in London, Tokyo, New York and Toron<strong>to</strong>, <strong>be</strong>fore<br />
<strong>be</strong>coming deputy governor of the Bank of Canada in August<br />
2003. In Novem<strong>be</strong>r 2004, he left the bank and <strong>be</strong>came<br />
senior associ<strong>at</strong>e deputy minister of finance <strong>at</strong> the<br />
Canadian Department of Finance. In February 2008, Carney<br />
was appointed governor of the Bank of Canada. Three<br />
years l<strong>at</strong>er, he was on the shortlist for the <strong>to</strong>p position <strong>at</strong><br />
the Intern<strong>at</strong>ional Monetary Fund, the job won by former<br />
French finance minister Christine Lagarde (see Profile in<br />
<strong>Business</strong> <strong>Spotlight</strong> 3/2011). L<strong>at</strong>er th<strong>at</strong> year, Carney’s fellow<br />
central bankers chose him as chairman of the Financial Stability<br />
Board (FSB), a three-year term.<br />
cy and financial stability. Although Canada went in<strong>to</strong> recession<br />
in 2009, it did not last as long nor have such a<br />
strong impact as in the other G7 countries — and only<br />
Germany has had a stronger recovery. Unlike in the US,<br />
The banking world’s rock star? Pep<br />
Guardiola? Or George Clooney in a suit?<br />
Britain and the eurozone, there were no bank failures or<br />
taxpayer bailouts in Canada after the global banking crisis<br />
of 2008–09. At least some of the credit lies with Bank<br />
of Canada governor Carney, who made radical cuts <strong>to</strong><br />
interest r<strong>at</strong>es and kept them low for another year after the<br />
economy was showing signs of recovery. It was a policy<br />
th<strong>at</strong> the chairman of the US Federal Reserve Bank, Ben<br />
Bernanke, copied two years l<strong>at</strong>er.<br />
Carney is moving <strong>to</strong> a very different situ<strong>at</strong>ion <strong>at</strong><br />
the 319-year-old Bank of England. The British banking system<br />
is much larger and more complex than Canada’s, as<br />
is the British economy. The new governor is clearly aware<br />
of the potential problems. In a speech he gave in Washing<strong>to</strong>n,<br />
DC, this spring, Carney descri<strong>be</strong>d Britain as having a<br />
“crisis” economy. He also warned against infl<strong>at</strong>ed expect<strong>at</strong>ions<br />
of his own role. “Some people may <strong>be</strong> expecting<br />
central banks <strong>to</strong> do <strong>to</strong>o much,” he said. “If we want <strong>to</strong> talk<br />
about ultim<strong>at</strong>e sources of growth, sustainable fiscal policy<br />
is a necessary condition. Sustainable growth comes from<br />
the priv<strong>at</strong>e sec<strong>to</strong>r, not from the IMF, Bank of Canada or<br />
anyone else.”<br />
Meanwhile, the British press is unlikely <strong>to</strong> <strong>be</strong> handing<br />
out awards <strong>to</strong> Carney any time soon. He has <strong>be</strong>en descri<strong>be</strong>d<br />
as an “interloper” and his salary (which includes<br />
a £10,000 monthly housing allowance) has <strong>be</strong>en widely<br />
criticized. Indeed, Carney’s pay package of £874,000<br />
(about €1 million) is three times th<strong>at</strong> of his predecessor, Sir<br />
4<br />
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doc<strong>to</strong>ral degree: do a ~<br />
promovieren<br />
[)dQktErEl di(gri:]<br />
doc<strong>to</strong>ral supervisor<br />
Betreuer(in) einer Dok<strong>to</strong>r-<br />
[)dQktErEl (su:pEvaIzE] UK<br />
ar<strong>be</strong>it<br />
fellow... [(felEU]<br />
...-Kollege/-Kollegin<br />
get up <strong>to</strong> speed with sth.<br />
sich mit etw. vertraut<br />
[get )Vp tE (spi:d wID] ifml.<br />
machen<br />
* This symbol marks standard N. Am. pronunci<strong>at</strong>ion th<strong>at</strong> differs from standard UK pronunci<strong>at</strong>ion.<br />
In demand as a speaker and ch<strong>at</strong>-show guest in<br />
Canada, Carney is known for his ability <strong>to</strong> explain complex<br />
financial concepts in words th<strong>at</strong> ordinary people can<br />
understand, as well as for his self-deprec<strong>at</strong>ing sense of humour.<br />
Of course, it doesn’t hurt th<strong>at</strong> he looks a bit like<br />
George Clooney. Informed th<strong>at</strong> he had <strong>be</strong>en chosen “most<br />
trusted Canadian” by Reader’s Digest magazine, he commented,<br />
“It’s hard <strong>to</strong> say th<strong>at</strong> without laughing, isn’t it?”<br />
A banker as a n<strong>at</strong>ion’s most-trusted citizen? Wh<strong>at</strong> might<br />
seem like a bad joke in Britain or the US can <strong>be</strong> unders<strong>to</strong>od<br />
in the context of Canada’s record of solid monetary polihousing<br />
allowance [(haUzIN E)laUEns] Wohngeld, Mietzuschuss<br />
hurt [h§:t]<br />
schaden<br />
impact [(ImpÄkt]<br />
Auswirkung(en)<br />
infl<strong>at</strong>ed [In(fleItId]<br />
ü<strong>be</strong>rzogen<br />
interest r<strong>at</strong>e [(IntrEst reIt]<br />
Zinss<strong>at</strong>z<br />
interloper [(IntElEUpE]<br />
Eindringling<br />
predecessor [(pri:dIsesE]<br />
Vorgänger(in)<br />
recovery [ri(kVvEri]<br />
(Konjunktur-)Erholung<br />
self-deprec<strong>at</strong>ing [)self (deprEkeItIN] selbstironisch<br />
senior associ<strong>at</strong>e deputy minister ranghohes Ministeriums-<br />
[)si:nj&r E)soUSiEt )depjEti (mInIst&r*] mitglied, dem später oft<br />
Can.<br />
die Leitung ü<strong>be</strong>rtragen wird<br />
some of the credit lies with...<br />
ein Teil des Verdienstes<br />
[(sVm Ev DE )kredIt )laIz wID] gebührt ...<br />
sustainable [sE(steInEb&l]<br />
zukunftsfähig; auch: nachhaltig<br />
term [t§:m]<br />
Amtszeit<br />
vers<strong>at</strong>ility [)v§:sE(tIlEti]<br />
Vielseitigkeit<br />
5/2013<br />
www.business-spotlight.de 17
■ GLOBAL BUSINESS PROFILE<br />
Long tradition:<br />
the Bank of England<br />
Rotherwick, the wife of a hereditary peer. Fox Carney,<br />
who prefers <strong>to</strong> do her food shopping on her bicycle, is anything<br />
but the glamorous trophy wife one might expect <strong>at</strong><br />
a wealthy banker’s side. A development economist, she was<br />
the vice president of research for Canada 2020, a progressive<br />
think tank, <strong>be</strong>fore moving <strong>to</strong> London. She also has her<br />
own website, where she tests eco-products.<br />
Mervyn King, and considerably higher than his earnings <strong>at</strong><br />
the Bank of Canada, which were somewhere <strong>be</strong>tween<br />
$Can 432,000 and $Can 508,000 (€319,000 <strong>to</strong><br />
€375,000).<br />
The new governor’s wife has also felt the bite of the<br />
British media. Diana Fox Carney comes from a wealthy<br />
British farming family; her older sister is Lady Tania<br />
assistant professor<br />
[E)sIstEnt prE(fesE]<br />
colourfully: put sth. ~ [(kVlEf&li]<br />
drain sth. [dreIn]<br />
eco-warrior [(i:kEU )wQriE]<br />
feel the bite of sb./sth.<br />
[)fi:&l DE (baIt Qv]<br />
figure sth. out [)fIgEr (aUt] ifml.<br />
hereditary peer<br />
[hE)redEt&ri (pIE]<br />
persuasive: <strong>be</strong> ~ with sb.<br />
[pE(sweIsIv]<br />
rotten [(rQt&n]<br />
run: have a gre<strong>at</strong> ~ [rVn]<br />
Carney’s wife has <strong>be</strong>en<br />
called an “eco-warrior who<br />
thinks banks are rotten”<br />
swamp [swQmp]<br />
tabloids: the ~ [(tÄblOIdz]<br />
think tank [(TINk tÄNk]<br />
unapologetic: <strong>be</strong> ~ about sth.<br />
[)VnE)pQlE(dZetIk]<br />
vice president of research<br />
[vaIs )prezIdEnt Ev ri(s§:tS] N. Am.<br />
Assistenzprofessor(in);<br />
Hochschulassistent(in)<br />
etw. anschaulich ausdrücken<br />
etw. trockenlegen<br />
Umweltaktivist(in)<br />
die Bissgkeit von<br />
jmdm./etw. zu spüren<br />
<strong>be</strong>kommen<br />
etw. herausfinden<br />
Mitglied des erblichen<br />
Adels<br />
jmdm. gegenü<strong>be</strong>r ü<strong>be</strong>rzeugend<br />
auftreten<br />
verfault; hier: niederträchtig,<br />
verdor<strong>be</strong>n<br />
etwa: eine Reihe von großartigen<br />
Erfolgen ha<strong>be</strong>n<br />
Sumpf<br />
die Boulevardpresse<br />
Denkfabrik<br />
zu etw. stehen<br />
Bereichsleiter(in)<br />
Forschung<br />
Adrian Pings<strong>to</strong>ne<br />
The Daily Telegraph was not impressed. A Telegraph<br />
s<strong>to</strong>ry about Fox Carney was headlined “New Bank of<br />
England Governor Mark Carney’s wife: an eco-warrior<br />
who says banks are rotten”. Fox Carney is unapologetic<br />
about her views and says most people realize th<strong>at</strong> she and<br />
her husband do not always agree on policy questions. “We<br />
have separ<strong>at</strong>e opinions, and I think people accept th<strong>at</strong>,”<br />
she <strong>to</strong>ld the CBC. “It’s my career and though we are married,<br />
we are not entirely one.”<br />
Although the Bank of England is far more influential, in<br />
one area, Carney will have less power than he had<br />
as governor of the Bank of Canada, where he<br />
could set interest r<strong>at</strong>es without <strong>be</strong>ing required <strong>to</strong><br />
consult colleagues. At the Bank of England, Carney’s<br />
is just one vote on a monetary policy committee.<br />
“In the UK, Carney will have one vote and<br />
will need <strong>to</strong> <strong>be</strong> persuasive with his colleagues,”<br />
says Avery Shenfeld, chief economist <strong>at</strong> the Canadian<br />
Imperial Bank of Commerce. “Th<strong>at</strong>’s a new<br />
task for him. He has <strong>to</strong> lead a majority on a policy committee<br />
<strong>to</strong> vote with him, which his predecessor Mervyn<br />
King was not always able <strong>to</strong> do,” Shenfeld <strong>to</strong>ld The Toron<strong>to</strong><br />
Star.<br />
Ian Lee, an assistant professor <strong>at</strong> the Sprott School of<br />
<strong>Business</strong> in Ottawa, puts it more colourfully. “He’s had<br />
such a gre<strong>at</strong> run in Canada and deservedly so, but I just<br />
think he’s going <strong>to</strong> <strong>be</strong> up <strong>to</strong> his neck in allig<strong>at</strong>ors and trying<br />
<strong>to</strong> figure out how <strong>to</strong> drain the swamp,” Lee comments.<br />
“If a year or two years from now things aren’t progressing<br />
or <strong>be</strong>coming significantly <strong>be</strong>tter, it will <strong>be</strong> very easy for<br />
the tabloids <strong>to</strong> blame Mark Carney.”<br />
■BS<br />
For more inform<strong>at</strong>ion<br />
WEBSITES<br />
■ Mark Carney interviewed by CBC News early in 2013:<br />
www.cbc.ca/player/News/World/ID/2382346411/<br />
■ Mark Carney is a popular guest on Canadian television. Here<br />
he appears on George Stroumboulopoulos Tonight, a CBC<br />
ch<strong>at</strong> show, in 2011: www.cbc.ca/strombo/mobile-video/markcarney-1.html<br />
■ Diana Fox Carney’s website, Eco Products th<strong>at</strong> Work:<br />
http://ecoproductsth<strong>at</strong><strong>work</strong>.com<br />
MARGARET DAVIS is a Canadian journalist. She is the<br />
edi<strong>to</strong>r of the Careers and Global <strong>Business</strong> sections of<br />
<strong>Business</strong> <strong>Spotlight</strong>. Contact her <strong>at</strong>: m.davis@spotlightverlag.de<br />
18 www.business-spotlight.de 5/2013
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BUSINESS PRESS GLOBAL BUSINESS ■<br />
Behind the headlines<br />
Headlines in the English-language media are often difficult <strong>to</strong> understand <strong>be</strong>cause they use jargon and<br />
wordplay, and leave out words. Here, we look <strong>at</strong> the meaning of recent business headlines.<br />
advanced<br />
Financial Times<br />
The Guardian<br />
Exxon <strong>to</strong>ast: This is a play on words. “Exxon” is short for<br />
the Exxon Mobil Corpor<strong>at</strong>ion, a US multin<strong>at</strong>ional oil and<br />
gas company. “Exxon” also sounds like “eggs on”, and<br />
“eggs on <strong>to</strong>ast” is a popular breakfast. The slang phrase<br />
“you’re <strong>to</strong>ast” means “you are in trouble”. This refers <strong>to</strong><br />
Exxon’s bad first-quarter results. The breakfast symbolism<br />
can <strong>be</strong> taken further. The idiom “<strong>to</strong> e<strong>at</strong> somebody for<br />
breakfast” can mean “<strong>to</strong> defe<strong>at</strong> somebody thoroughly”.<br />
Here, Exxon’s rival, Chevron had <strong>be</strong>tter quarter results.<br />
In simple English: Exxon Mobil Corpor<strong>at</strong>ion is in trouble.<br />
The Economist<br />
From Trafalgar <strong>to</strong> Taksim: From Trafalgar Square in London,<br />
where miners protested in April against policies introduced<br />
by Margaret Th<strong>at</strong>cher, <strong>to</strong> Taksim Square in Istanbul,<br />
the scene of public demonstr<strong>at</strong>ions against Prime Minister<br />
Recep Tayyip Erdoğan’s growing authoritarianism.<br />
the politics of the square: This refers <strong>to</strong> political demonstr<strong>at</strong>ions,<br />
which typically <strong>be</strong>gin in public squares.<br />
puts the wind up power: The UK idiom “<strong>to</strong> put the wind<br />
up someone”, here, people in power, means <strong>to</strong> alarm them.<br />
In simple English: From Trafalgar Square <strong>to</strong> Taksim<br />
Square, public demonstr<strong>at</strong>ions are alarming governments.<br />
The Wall Street Journal<br />
Shrink wrapping: This is a play on words. “Shrink” is an<br />
informal term for “psychotherapist”. The s<strong>to</strong>ry is about<br />
the American Psychi<strong>at</strong>ric Associ<strong>at</strong>ion’s l<strong>at</strong>est Diagnostic<br />
and St<strong>at</strong>istical Manual of Mental Disorders (DSM), which<br />
psychologists say turns normal forms of <strong>be</strong>haviour in<strong>to</strong><br />
disorders. “Shrink-wrap” cre<strong>at</strong>es an air-tight wrapping.<br />
An “air-tight” theory has no arguments against it. If one<br />
“wraps something up”, one completes it. By comparing<br />
the list <strong>to</strong> a shrink-wrapped parcel, the headline shows<br />
scepticism.<br />
In simple English: Psychi<strong>at</strong>rists have completed something.<br />
argument [(A:gjumEnt]<br />
corpor<strong>at</strong>ion [)kO:pE(reIS&n]<br />
impose sth. on sb./sth. [Im(pEUz Qn]<br />
manual [(mÄnjuEl]<br />
mental disorder [)ment&l dIs(O:dE]<br />
miner [(maInE]<br />
put the wind up sb.<br />
[)pUt DE (wInd Vp] UK ifml.<br />
quarter [(kwO:tE]<br />
shrink-wrap (sth.)<br />
[(SrINk rÄp]<br />
tariff [(tÄrIf]<br />
thoroughly [(TVrEli]<br />
wrapping [(rÄpIN]<br />
wrap sth. up [)rÄp (Vp]<br />
Streit<br />
Unternehmen; etwa: AG<br />
jmdn./etw. mit etw. <strong>be</strong>legen<br />
Handbuch; hier: Diagnosek<strong>at</strong>alog<br />
psychische Störung<br />
Berg-, Gru<strong>be</strong>nar<strong>be</strong>iter(in)<br />
jmdm. Angst machen<br />
Quartal<br />
Schrumpffolie;<br />
etw. einschweißen<br />
Zoll(gebühr)<br />
gründlich, gänzlich<br />
Verpackung<br />
etw. unter Dach und Fach bringen<br />
EU: Here, the European Commission (EC).<br />
readies: If you “ready” something, you prepare <strong>to</strong> make it<br />
happen.<br />
solar tariffs: These refer <strong>to</strong> the anti-dumping tariffs the EU<br />
wants <strong>to</strong> impose on Chinese solar-panel equipment. Antidumping<br />
tariffs are typically imposed on imported products<br />
th<strong>at</strong> are <strong>be</strong>ing sold <strong>be</strong>low cost, thereby thre<strong>at</strong>ening<br />
local industries.<br />
in China fight: This tells us th<strong>at</strong> there is a fight going on<br />
rel<strong>at</strong>ed <strong>to</strong> China, but doesn’t give details. The headline<br />
could <strong>be</strong> read <strong>to</strong> mean th<strong>at</strong> the EU’s action caused the fight.<br />
In fact, however, this is just one development in an ongoing<br />
argument with China about trade.<br />
In simple English: The EC is preparing anti-dumping tariffs<br />
in an (ongoing) disagreement with China.<br />
www Are you confused by the language in the press? Keep your<br />
English up <strong>to</strong> d<strong>at</strong>e <strong>at</strong> www.business-spotlight.de/news<br />
5/2013<br />
www.business-spotlight.de 21
S<strong>to</strong>ckbyte<br />
Money, money,<br />
money<br />
Die Einstellung der Menschen zu Geld, Vermögen und allem, was damit zusammenhängt,<br />
ist von Kultur zu Kultur unterschiedlich. Auch das persönliche Sicherheits<strong>be</strong>dürfnis eines<br />
jeden Einzelnen spielt da<strong>be</strong>i eine entscheidende Rolle, wie ROBERT GIBSON darlegt. medium<br />
Cash or charge?<br />
The answer varies from<br />
culture <strong>to</strong> culture
MONEY AND BANKING INTERCULTURAL COMMUNICATION ■<br />
With increasing globaliz<strong>at</strong>ion, you might expect<br />
th<strong>at</strong> <strong>at</strong>titudes <strong>to</strong> money and financial<br />
services are <strong>be</strong>coming more standardized<br />
across the world. In fact, a person’s cultural<br />
background still has a striking effect on<br />
how they use money and on how banking <strong>work</strong>s. Basic<br />
<strong>at</strong>titudes about uncertainty and taking risks, as well as<br />
religious <strong>be</strong>liefs and the level of corruption perceived in a<br />
society, all influence our rel<strong>at</strong>ionship <strong>to</strong> money. Before we<br />
look more closely <strong>at</strong> these cultural differences, take a moment<br />
<strong>to</strong> think about your personal <strong>at</strong>titudes.<br />
Wh<strong>at</strong> do you do with your money?<br />
1. In which situ<strong>at</strong>ions do you use the following means of<br />
payment?<br />
a) cash<br />
b) debit or credit card<br />
c) cheque<br />
d) bank transfer<br />
e) PayPal<br />
f) money transfer via mobile phone<br />
2. <strong>How</strong> much of your money have you put in the following?<br />
a) current account<br />
b) savings account<br />
c) government bonds<br />
d) shares<br />
e) property<br />
f) gold<br />
g) antiques and <strong>work</strong>s of art<br />
<strong>How</strong> you answer these questions is obviously a m<strong>at</strong>ter<br />
of personal preference, but there are also tendencies<br />
within cultures. In Britain and the US, credit cards are<br />
widely used in restaurants and even for paying small<br />
amounts in shops. Their acceptance is more limited in<br />
Germany, where it is, for instance, <strong>be</strong>st <strong>to</strong> check whether<br />
a taxi driver will accept your credit card <strong>be</strong>fore getting in<strong>to</strong><br />
his cab.<br />
While cheques are still a popular means of payment for<br />
goods and services in Britain, bank transfers are the norm<br />
in Germany. ATMs are now prevalent in Germany but<br />
were slow <strong>to</strong> take off when introduced.<br />
In Ghana, Susu collec<strong>to</strong>rs provided microfinancing long<br />
<strong>be</strong>fore the term was dreamed of. Men with co<strong>at</strong>s of many<br />
pockets collected and looked after people’s money. Today,<br />
in many parts of Africa and India, mobile-phone technology<br />
has revolutionized the way th<strong>at</strong> people are able <strong>to</strong><br />
transfer money. Breadwinners <strong>work</strong>ing in <strong>to</strong>wns traditionally<br />
had <strong>to</strong> use inefficient postal services <strong>to</strong> send money <strong>to</strong><br />
their families in rural areas. Now, they can transfer the<br />
money via mobile phone instantly and reliably.<br />
Wh<strong>at</strong> you do with your savings is also influenced by<br />
your <strong>at</strong>titude <strong>to</strong> risk. This varies according <strong>to</strong> your personal<br />
preferences and <strong>to</strong> the general <strong>at</strong>titudes prevalent in the<br />
society in which you live. If you are in an environment<br />
where uncertainty avoidance (see “Key concepts”, p. 24) is<br />
high, you are more likely <strong>to</strong> avoid risky investments. On<br />
the other hand, if uncertainty avoidance is low, you may<br />
prefer high-risk investments with potential for higher<br />
yields. The economic context in which you oper<strong>at</strong>e will<br />
also <strong>be</strong> important. If there is high infl<strong>at</strong>ion and interest<br />
r<strong>at</strong>es are low, you may prefer <strong>to</strong> invest in property, gold or<br />
<strong>work</strong>s of art.<br />
Digital payment<br />
The consumer research group Eye Square (see “For more<br />
inform<strong>at</strong>ion”, p. 26) has investig<strong>at</strong>ed the fac<strong>to</strong>rs th<strong>at</strong> influence<br />
the acceptance of digital payment systems across<br />
the glo<strong>be</strong>. They have identified three main fac<strong>to</strong>rs: culture,<br />
institutions and technology.<br />
Cultural fac<strong>to</strong>rs include people’s <strong>at</strong>titudes <strong>to</strong> trust and<br />
the level of corruption in a society. To use the system, people<br />
need access <strong>to</strong> the relevant financial institutions. Tech-<br />
4<br />
Despite globaliz<strong>at</strong>ion, cultural<br />
background affects ideas<br />
about money and banking<br />
access [(Äkses]<br />
antique [Än(ti:k]<br />
ATM (au<strong>to</strong>m<strong>at</strong>ed teller machine)<br />
[)eI ti: (em]<br />
<strong>at</strong>titude [(ÄtItju:d]<br />
bank transfer [(bÄNk )trÄnsf§:]<br />
breadwinner [(bred)wInE]<br />
consumer research<br />
[kEn(sju:mE ri)s§:tS]<br />
current account<br />
[)kVrEnt E(kaUnt] UK<br />
debit card [(debIt kA:d]<br />
dream of sth. [(dri:m Qv]<br />
Zugang<br />
Antiquität<br />
Geldau<strong>to</strong>m<strong>at</strong><br />
Einstellung<br />
Ü<strong>be</strong>rweisung<br />
Ernährer(in), Hauptverdiener(in)<br />
Verbraucherforschung<br />
Girokon<strong>to</strong><br />
Lastschrift-, Bankkarte (Karte für<br />
bargeldlosen Zahlungsverkehr)<br />
hier: auch nur an etw. denken<br />
environment [In(vaI&rEnmEnt]<br />
government bond [)gVv&nmEnt (bQnd]<br />
interest r<strong>at</strong>e [(IntrEst reIt]<br />
investig<strong>at</strong>e sth. [In(vestIgeIt]<br />
perceive sth [)pE(si:v]<br />
property [(prQpEti]<br />
reliably [ri(laIEbli]<br />
rural [(rUErEl]<br />
share [SeE]<br />
take off [)teIk (Qf]<br />
transfer (money) [)trÄns(f§:]<br />
uncertainty avoidance<br />
[Vn(s§:t&nti E)vOId&ns]<br />
yield [ji:&ld]<br />
Umfeld<br />
Sta<strong>at</strong>sanleihe<br />
Zinss<strong>at</strong>z<br />
etw. untersuchen<br />
etw. wahrnehmen<br />
Immobilie(n)<br />
zuverlässig, sicher<br />
ländlich<br />
Aktie<br />
hier: sich durchsetzen<br />
(Geld) ü<strong>be</strong>rweisen<br />
Unsicherheitsvermeidung<br />
Rendite<br />
5/2013<br />
www.business-spotlight.de 23
■ INTERCULTURAL COMMUNICATION MONEY AND BANKING<br />
Key concepts<br />
Uncertainty avoidance<br />
Geert Hofstede, an intercultural expert from the Netherlands,<br />
defines uncertainty avoidance as “the extent <strong>to</strong> which mem<strong>be</strong>rs<br />
of a culture feel thre<strong>at</strong>ened by ambiguous or unknown situ<strong>at</strong>ions”.<br />
In his research, he found th<strong>at</strong> Britain and the US had<br />
rel<strong>at</strong>ively low levels of uncertainty avoidance, and Switzerland,<br />
Germany and Austria higher uncertainty avoidance. Here are<br />
some of the fe<strong>at</strong>ures of cultures with low and high uncertainty<br />
avoidance, as descri<strong>be</strong>d by Hofstede and his colleagues:<br />
Low uncertainty avoidance<br />
■ Uncertainty is a normal fe<strong>at</strong>ure of life, and each day is accepted<br />
as it comes<br />
■ Fast acceptance of new products and technology<br />
■ Risky investments<br />
■ Few laws, most of a general character, or unwritten rules<br />
High uncertainty avoidance<br />
■ Uncertainty is a continuous thre<strong>at</strong> th<strong>at</strong> must <strong>be</strong> fought<br />
■ Hesitancy <strong>to</strong>wards new products and technology, such as innov<strong>at</strong>ive<br />
payment methods<br />
■ Conserv<strong>at</strong>ive investments<br />
■ Many precise laws or unwritten rules<br />
Cultures with high uncertainty avoidance seek security. May<strong>be</strong><br />
this is why people in Switzerland and Germany tend <strong>to</strong> have<br />
more insurance policies than people in the UK. The recent financial<br />
crisis has shown how the reluctance of Germans <strong>to</strong><br />
specul<strong>at</strong>e in vol<strong>at</strong>ile investments, such as hedge funds, saved<br />
the country from some of the disastrous effects experienced in<br />
the US and Britain. The German experiences of hyperinfl<strong>at</strong>ion<br />
in the 1920s and currency reform after the Second World War<br />
may well have influenced the n<strong>at</strong>ional psyche, making people<br />
cautious about wh<strong>at</strong> they do with their money.<br />
nological fac<strong>to</strong>rs include the degree of internet and mobilephone<br />
usage and the costs and availability of digital payment<br />
systems.<br />
According <strong>to</strong> the research, Germans tend <strong>to</strong> use cash in<br />
restaurants and pay for online services by invoice or Pay-<br />
Pal. Germany is a high uncertainty-avoidance culture, with<br />
a rel<strong>at</strong>ively low level of trust in the financial sec<strong>to</strong>r and in<br />
technology. Cash is readily available <strong>be</strong>cause of the large<br />
num<strong>be</strong>r of branches of banks and ATMs.<br />
Americans, with lower uncertainty avoidance, tend <strong>to</strong><br />
have gre<strong>at</strong>er trust in and acceptance of new technology and<br />
the financial sec<strong>to</strong>r. They may well use credit cards even for<br />
small purchases, like a cup of coffee. Payments using online<br />
apps are also popular.<br />
Russia is characterized by high levels of corruption and<br />
high uncertainty avoidance. Especially after the financial<br />
crises of recent years, there is little confidence in banks.<br />
Many people keep considerable amounts of cash <strong>at</strong> home.<br />
ambiguous [Äm(bIgjuEs]<br />
branch [brA:ntS]<br />
currency reform [(kVrEnsi ri)fO:m]<br />
fe<strong>at</strong>ure [(fi:tSE]<br />
hesitancy [(hezItEnsi]<br />
insurance policy [In(SUErEns )pQlEsi]<br />
invoice [(InvOIs]<br />
purchase [(p§:tSEs]<br />
readily available [)redIli E(veIlEb&l]<br />
reluctance [ri(lVktEns]<br />
research [ri(s§:tS]<br />
uncertainty avoidance<br />
[Vn(s§:t&nti E)vOId&ns]<br />
vol<strong>at</strong>ile [(vQlEtaI&l]<br />
African transaction: mobile banking is<br />
popular where banks are rare<br />
unklar<br />
Filiale<br />
Währungsreform<br />
Merkmal<br />
Zögern; hier: zögerliche<br />
Akzeptanz<br />
Versicherungspolice<br />
Rechnung<br />
(Ein-)Kauf<br />
leicht erhältlich<br />
Zurückhaltung, Abneigung<br />
Forschung(sar<strong>be</strong>it)<br />
Unsicherheitsvermeidung<br />
vol<strong>at</strong>il, schwankungsanfällig<br />
Getty Images<br />
24 www.business-spotlight.de
Put th<strong>at</strong> on my card:<br />
charging a small purchase<br />
iS<strong>to</strong>ckpho<strong>to</strong> (2)<br />
Talking openly about money is a taboo in some<br />
cultures but acceptable in others<br />
Cash is used widely for payment, and even if goods are<br />
ordered on the internet, they may <strong>be</strong> paid for in cash in a<br />
personal meeting.<br />
Kenya is an example of an African country where there<br />
are few bank branches and ATMs per capita. For this<br />
reason, banking by mobile phone using M-Pesa is very<br />
popular. (“M” stands for “mobile” and pesa is Swahili<br />
for “money”.) This system allows users with a n<strong>at</strong>ional<br />
ID card or passport <strong>to</strong> deposit, withdraw or transfer funds<br />
using a mobile device.<br />
deposit (money) [di(pQzIt]<br />
gambling [(gÄmblIN]<br />
ID card [)aI (di: kA:d]<br />
instalment [In(stO:lmEnt]<br />
intermediary [)IntE(mi:diEri]<br />
loan [lEUn]<br />
mobile device [(mEUbaI&l di)vaIs] UK<br />
mortgage [(mO:gIdZ]<br />
safe-keeping [)seIf (ki:pIN]<br />
Swahili [swE(hi:li]<br />
<strong>to</strong>pic [(tQpIk]<br />
withdraw (money) [wID(drO:]<br />
(Geld) einzahlen<br />
Glücksspiel<br />
Ausweis<br />
R<strong>at</strong>en, Teilzahlung<br />
Vermittlungsinstanz<br />
Kredit, Darlehen<br />
Mobilgerät<br />
Hypothek<br />
Verwahrung<br />
Suaheli<br />
Thema<br />
(Geld) abhe<strong>be</strong>n<br />
Religion and money<br />
Religion can also influence <strong>at</strong>titudes <strong>to</strong> money. For example,<br />
Islamic Sharia law prohibits the acceptance or payment<br />
of interest on loans. Islamic banking is based on the<br />
principle of risk-sharing and safe-keeping. Interest is not<br />
charged but clients share losses and profits with the bank.<br />
The bank acts as an intermediary.<br />
If, for instance, someone needs a mortgage <strong>to</strong> buy a<br />
house, the bank may buy the property and then resell it <strong>to</strong><br />
the buyer, who pays the bank in instalments. Transactions<br />
must <strong>be</strong> ethically acceptable and not involve alcohol, pork<br />
or gambling.<br />
Talking about money<br />
All cultures have <strong>to</strong>pics th<strong>at</strong> are taboo for convers<strong>at</strong>ion<br />
with business partners and reserved for family mem<strong>be</strong>rs or<br />
friends. For instance, in many business situ<strong>at</strong>ions, it may<br />
<strong>be</strong> <strong>be</strong>st <strong>to</strong> avoid talking about politics or priv<strong>at</strong>e m<strong>at</strong>ters.<br />
Wh<strong>at</strong> are taboo <strong>to</strong>pics for you? <strong>How</strong> would you react if<br />
someone asked you how much you earn?<br />
4<br />
5/2013<br />
www.business-spotlight.de 25
■ INTERCULTURAL COMMUNICATION MONEY AND BANKING<br />
Islamic banking:<br />
a m<strong>at</strong>ter of religion<br />
In France, many people<br />
consider it poor taste <strong>to</strong><br />
talk about financial <strong>to</strong>pics<br />
like your salary, how much<br />
tax you pay or the cost of<br />
your holiday. Some comment<strong>at</strong>ors<br />
say th<strong>at</strong> this has<br />
origins in French his<strong>to</strong>ry,<br />
with money <strong>be</strong>ing a <strong>to</strong>pic<br />
for the common people and<br />
bourgeoisie but not for<br />
nobles. In the US, on the<br />
other hand, many people<br />
find it acceptable <strong>to</strong> talk<br />
about money. This <strong>at</strong>titude<br />
may <strong>be</strong> explained by the<br />
fact th<strong>at</strong> wealth is often<br />
seen as a sign of hard<br />
<strong>work</strong>, a positive value according<br />
<strong>to</strong> the Protestant<br />
<strong>work</strong> ethic.<br />
There are also considerable<br />
differences in how<br />
acceptable it is <strong>to</strong> display<br />
one’s wealth. In some<br />
cultures, modesty is a positive<br />
value, while in others,<br />
it is seen as good <strong>to</strong> show<br />
wh<strong>at</strong> you have. This is a<br />
tendency in Russia and<br />
China, both high powerdistance<br />
cultures (see <strong>Business</strong> <strong>Spotlight</strong> 2/2013), in which<br />
st<strong>at</strong>us symbols are often important.<br />
Meanwhile, is it appropri<strong>at</strong>e <strong>to</strong> give money as a present?<br />
This is often a controversial <strong>to</strong>pic, as doing so can <strong>be</strong> seen<br />
as impersonal and unimagin<strong>at</strong>ive. Many people prefer <strong>to</strong><br />
give a gift voucher instead. In China, however, parents and<br />
close friends give children money in a red envelope <strong>to</strong><br />
celebr<strong>at</strong>e Chinese New Year.<br />
■BS<br />
Getty Images<br />
For more inform<strong>at</strong>ion<br />
BOOKS<br />
■ Banking Cultures of the World, edited by Leo Schuster (Fritz<br />
Knapp Verlag)<br />
■ Cultures and Organiz<strong>at</strong>ions: Software of the Mind, Geert Hofstede<br />
et al. (McGraw-Hill)<br />
■ An Introduction <strong>to</strong> Global Financial Markets, Stephen<br />
Valdez, Philip Molyneux (Palgrave Macmillan)<br />
WEBSITES<br />
■ Eye Square is a consumer and media research company:<br />
www.eye-square.com<br />
■ Corruption Perceptions Index (CPI) produced by Transpa r-<br />
ency Intern<strong>at</strong>ional: www.transparency.org/cpi2012/results<br />
appropri<strong>at</strong>e [E(prEUpriEt]<br />
bourgeoisie [)bUEZwA:(zi:]<br />
common people [(kQmEn )pi:p&l]<br />
Corruption Perceptions Index (CPI)<br />
[kE(rVpS&n pE)sepS&nz )Indeks]<br />
edit sth. [(edIt]<br />
gift voucher [(gIft )vaUtSE]<br />
high power distance [)haI (paUE )dIstEns]<br />
modesty [(mQdEsti]<br />
noble [(nEUb&l]<br />
research [ri(s§:tS]<br />
senior consultant [)si:niE kEn(sVltEnt]<br />
angebracht<br />
Bourgeoisie, Bürgertum<br />
niederes Volk<br />
Korruptionswahrnehmungsindex<br />
etw. herausge<strong>be</strong>n<br />
Geschenkgutschein<br />
mit hoher Machtdistanz<br />
Bescheidenheit<br />
Adlige(r)<br />
Forschung<br />
leitende(r) Ber<strong>at</strong>er(in)<br />
Listen <strong>to</strong> Ro<strong>be</strong>rt Gibson on <strong>Business</strong> <strong>Spotlight</strong> Audio<br />
plus You’ll find a rel<strong>at</strong>ed quiz in <strong>Business</strong> <strong>Spotlight</strong> plus<br />
www Read Ro<strong>be</strong>rt Gibson’s blog <strong>at</strong> www.business-spotlight.de/blogs<br />
ROBERT GIBSON is a senior consultant for intercultural<br />
business competence <strong>at</strong> Siemens AG in Munich<br />
(www.siemens.com) and the author of Intercultural<br />
<strong>Business</strong> Communic<strong>at</strong>ion (Cornelsen). Contact:<br />
gibson.rob@siemens.com<br />
26 www.business-spotlight.de 5/2013
LOOKING BACK INTERCULTURAL COMMUNICATION ■<br />
“Supporters of firearms say th<strong>at</strong> President Obama may<br />
turn out <strong>to</strong> <strong>be</strong> the <strong>be</strong>st gun salesman in his<strong>to</strong>ry”<br />
CAROL SCHEUNEMANN ON FIREARMS IN THE UNITED STATES<br />
medium US<br />
Gun-control policy<br />
has backfired<br />
In dieser Kolumne schrei<strong>be</strong>n unsere Mitar<strong>be</strong>iter ü<strong>be</strong>r ihre Heim<strong>at</strong>.<br />
CAROL SCHEUNEMANN kommt aus Arizona, wo priv<strong>at</strong>er Waffen<strong>be</strong>sitz locker<br />
gehandhabt wird und strengere Gesetze oft das Gegenteil <strong>be</strong>wirken.<br />
During a school trip <strong>to</strong> the desert, a<br />
gun may have saved my friend P<strong>at</strong>ty’s<br />
life. We’d s<strong>to</strong>pped for a picnic lunch<br />
when we heard her screaming from<br />
<strong>be</strong>hind a bush. The sheriff pushed<br />
past the group, unholstering his pis<strong>to</strong>l<br />
as he ran. Then he blasted <strong>to</strong> bits a<br />
coiled r<strong>at</strong>tlesnake near P<strong>at</strong>ty’s feet.<br />
I’m from Arizona. Thanks <strong>to</strong> the<br />
st<strong>at</strong>e’s Wild West his<strong>to</strong>ry perhaps,<br />
Arizona’s firearms regul<strong>at</strong>ions are<br />
very relaxed. There’s no registr<strong>at</strong>ion,<br />
you don’t need a license, and it’s OK<br />
<strong>to</strong> carry a concealed weapon.<br />
Arizonans aren’t alone in their love<br />
of guns. The N<strong>at</strong>ional Shooting Sports<br />
Feder<strong>at</strong>ion, a U.S. trade organiz<strong>at</strong>ion<br />
of the firearms industry, called<br />
2012 “a year of his<strong>to</strong>ric growth.”<br />
Gunmaker Smith & Wesson saw a 43<br />
percent rise in gun sales. California’s<br />
Sacramen<strong>to</strong> Bee newspaper counted<br />
twice as many gun shops as McDonald’s<br />
restaurants in the region.<br />
President Barack Obama has <strong>be</strong>en<br />
trying <strong>to</strong> push through a far-reaching<br />
action plan <strong>to</strong> reduce gun violence,<br />
but in April, the U.S. Sen<strong>at</strong>e shot<br />
down a proposal <strong>to</strong> extend background<br />
checks and make it illegal <strong>to</strong><br />
sell assault weapons. Supporters of<br />
firearms say th<strong>at</strong> Obama may turn<br />
out <strong>to</strong> <strong>be</strong> the <strong>be</strong>st gun salesman in<br />
his<strong>to</strong>ry. His gun-control policy has<br />
backfired.<br />
Why? Yes, there’s the “gun lobby,”<br />
with its huge political influence, and<br />
campaign financing from groups such<br />
as the N<strong>at</strong>ional Rifle Associ<strong>at</strong>ion. But<br />
in truth, Americans are buying up<br />
firearms like crazy <strong>to</strong> jump the gun on<br />
any laws th<strong>at</strong> might make it harder <strong>to</strong><br />
get weapons.<br />
amendment [E(mendmEnt] US<br />
Zus<strong>at</strong>zartikel zur Verfassung<br />
assault weapon [E(sO:lt )wepEn]<br />
Sturmgewehr<br />
backfire [(bÄk)faI&r*]<br />
sich ins Gegenteil verkehren<br />
background check [(bÄkgraUnd tSek]<br />
Zuverlässigkeitsü<strong>be</strong>rprüfung<br />
blast sth. <strong>to</strong> bits [)blÄst tE (bIts*]<br />
etw. (durch Schüsse) zerfetzen<br />
coiled [kOI&ld]<br />
zusammengerollt<br />
concealed [kEn(si:&ld]<br />
verborgen, verdeckt<br />
constitution [)kA:nstE(tu:S&n*]<br />
Verfassung<br />
feder<strong>at</strong>ion [)fedE(reIS&n]<br />
Verband<br />
firearm [(faI&rA:rm*]<br />
Schusswaffe<br />
jump the gun on sth. [)dZVmp DE (gVn A:n*] ifml. einer Sache zuvorkommen<br />
r<strong>at</strong>tlesnake [(rÄt&lsneIk]<br />
Klapperschlange<br />
rifle [(raIf&l]<br />
Gewehr<br />
shoot sth. down [)Su:t (daUn]<br />
etw. abschießen; hier: ablehnen<br />
unholster sth. [Vn(hoUlst&r*]<br />
etw. aus dem Halfter nehmen<br />
* This symbol marks standard US pronunci<strong>at</strong>ion th<strong>at</strong> differs from standard UK pronunci<strong>at</strong>ion.<br />
Gun supporters like <strong>to</strong> refer <strong>to</strong> the<br />
US Constitution’s Second Amendment,<br />
which gives Americans the right <strong>to</strong><br />
<strong>be</strong>ar arms. Half of the country’s citizens<br />
<strong>be</strong>lieve th<strong>at</strong> protecting the right <strong>to</strong><br />
own guns is more important than controlling<br />
who has them.<br />
Criminals, so the argument goes,<br />
don’t buy firearms in a shop. Never<br />
mind th<strong>at</strong> children as young as four<br />
kill friends, rel<strong>at</strong>ives, or themselves —<br />
as happened this spring in Arizona,<br />
Florida, Kentucky, New Jersey, and<br />
Tennessee — with loaded guns th<strong>at</strong><br />
had <strong>be</strong>en poorly hidden.<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
In good hands?<br />
Shoot first,<br />
ask questions l<strong>at</strong>er<br />
Last Decem<strong>be</strong>r, in New<strong>to</strong>wn, Connecticut,<br />
a young man <strong>to</strong>ok his mother’s<br />
rifle, shot her dead, then killed 20<br />
schoolchildren and six adults. In response,<br />
gun supporters said teachers<br />
needed guns. Teachers? Seriously?<br />
Guns are the <strong>to</strong>ols of the police and<br />
military. But two-thirds of U.S. gun<br />
owners say they have weapons so<br />
they can take self-defense in<strong>to</strong> their<br />
own hands. To me, th<strong>at</strong> thought is as<br />
worrying as a coiled r<strong>at</strong>tlesnake. ■BS<br />
CAROL SCHEUNEMANN studied politics<br />
and languages <strong>at</strong> the University of Arizona.<br />
She now lives in Munich. Contact:<br />
c.scheunemann@spotlight-verlag.de<br />
5/2013<br />
www.business-spotlight.de 27
n INTERCULTURAL COMMUNICATION TRAVEL TIPS<br />
Where <strong>to</strong> go and wh<strong>at</strong> <strong>to</strong> do<br />
Sie planen eine Geschäfts- oder Urlaubsreise? SARAH GOUGH empfiehlt Ihnen Orte und Ereignisse, die<br />
Sie nicht verpassen sollten, und gibt Ihnen noch weitere interessante Inform<strong>at</strong>ionen. medium<br />
Wh<strong>at</strong>’s on?<br />
n It’s wine harvest season in the northern<br />
hemisphere. Why not head <strong>to</strong> California’s<br />
wine regions? Go <strong>to</strong> wine tastings<br />
and take winery <strong>to</strong>urs while travelling<br />
through some of the st<strong>at</strong>e’s most<br />
<strong>be</strong>autiful landscapes. The US is the<br />
world’s fourth-largest wine producer,<br />
after Spain, France and Italy, with California<br />
producing about 90 per cent.<br />
<strong>Win</strong>e means big business here: 330,000<br />
jobs, $22 billion (€18 billion) retail<br />
value in the US and $1.43 billion in export<br />
revenue (figures for 2012). The<br />
st<strong>at</strong>e has 4,600 grape growers (who<br />
harvested 4.02 million <strong>to</strong>ns of grapes in<br />
2012) and 3,800 wineries. One of the most famous<br />
events of the season is the Sonoma County Harvest<br />
Fair (4–6 Oc<strong>to</strong><strong>be</strong>r), a three-day festival of wine<br />
semi nars and tasting. W<strong>at</strong>ch the movie Sideways<br />
<strong>be</strong>fore you go. www.discovercaliforniawines.com<br />
Hard <strong>work</strong>: harvest<br />
season in California<br />
n Travel on <strong>to</strong> New Mexico and visit the Albuquerque Intern<strong>at</strong>ional<br />
Balloon Fiesta (5–13 Oc<strong>to</strong><strong>be</strong>r), one of the largest<br />
such festivals in the world. Visual highlights are the mass<br />
ascensions, during which all participants (usually around<br />
500) take off in two waves. www.balloonfiesta.com<br />
California <strong>Win</strong>e Institute<br />
Unusual: stay in<br />
a caravan<br />
Places <strong>to</strong> stay<br />
In the country<br />
Stay in a traditional th<strong>at</strong>ched<br />
cottage, a caravan or even a<br />
stranded bo<strong>at</strong>. Under the<br />
Th<strong>at</strong>ch offers unusual and<br />
<strong>be</strong>autiful holiday homes,<br />
mostly in the UK and Ireland.<br />
Owned and run by an architectural his<strong>to</strong>rian, the company<br />
buys and res<strong>to</strong>res traditional and unusual<br />
housing, placing gre<strong>at</strong> value on sustainability. Any<br />
profits are reinvested in new housing and conserv<strong>at</strong>ion<br />
projects. www.undertheth<strong>at</strong>ch.co.uk<br />
In <strong>to</strong>wn<br />
Citadines Apart’hotel offers fully serviced rental apartments<br />
in many European, Middle Eastern and Asian<br />
cities. A good altern<strong>at</strong>ive <strong>to</strong> a hotel if you are staying<br />
longer than a couple of nights. www.citadines.com<br />
DID YOU KNOW?<br />
Danes are the most honest hotel guests, Colombians<br />
the most dishonest. These are some of the results of<br />
a survey done for booking service Hotels.com on wh<strong>at</strong><br />
people “borrow” from hotels. Favourites are linen and<br />
<strong>to</strong>wels, followed by books and magazines. The Chinese<br />
apparently like <strong>to</strong> steal furnishings, such as lamps.<br />
ascension [E(senS&n]<br />
billion [(bIljEn]<br />
conserv<strong>at</strong>ion [)kQnsE(veIS&n]<br />
furnishings [(f§:nISINz]<br />
grape grower [(greIp )grEUE]<br />
harvest (sth.) [(hA:vIst]<br />
housing [(haUzIN]<br />
linen [(lInIn]<br />
res<strong>to</strong>re sth. [ri(stO:]<br />
retail value [(ri:teI&l )vÄlju:]<br />
revenue [(revEnju:]<br />
survey [(s§:veI]<br />
sustainability [sE)steInE(bIlEti]<br />
th<strong>at</strong>ch [TÄtS]<br />
th<strong>at</strong>ched cottage [)TÄtSt (kQtIdZ]<br />
winery [(waInEri]<br />
Aufstieg<br />
Milliarde(n)<br />
Erhaltung; hier: Denkmalschutz<br />
Einrichtungsgegenstände<br />
Weinbauer/-bäuerin<br />
Ernte; etw. ernten<br />
Behausung(en)<br />
Leinen; hier: Bettwäsche<br />
etw. restaurieren<br />
Verkaufswert im Einzelhandel<br />
Einnahmen<br />
Umfrage, Studie<br />
Nachhaltigkeit<br />
Stroh; Strohdach<br />
strohgedecktes Haus auf dem Land<br />
Weingut, Weinkellerei<br />
28 www.business-spotlight.de 5/2013
Guides<br />
These books are “as much travelogues as travel<br />
guides”, says Hilary Bradt, co-founder of Bradt<br />
Travel Guides. The company values its authors’ personal<br />
views and interests. The choice of destina -<br />
tions is large, including<br />
Africa, South America, Asia,<br />
Australia and the British Isles.<br />
W<strong>at</strong>ch out for the fun Eccentric<br />
series (Eccentric London,<br />
for example). Bradt also organizes<br />
group <strong>to</strong>urs <strong>to</strong> exotic<br />
places, such as Madagascar.<br />
www.bradtguides.com<br />
Sie<strong>be</strong>nsachen<br />
hier: Flugtafel<br />
Angestellte(r)<br />
Mitgründer(in)<br />
Luxus-<br />
Abflug<strong>be</strong>reich<br />
Preisnachlass<br />
Augenzeuge/-zeugin<br />
sich festhalten<br />
E<strong>be</strong>ne<br />
Gepäckwagen, Kofferkuli<br />
Reise<strong>be</strong>richt, -<strong>be</strong>schreibung<br />
<strong>be</strong>longings [bi(lQNINz]<br />
board [bO:d]<br />
clerk [klA:k]<br />
co-founder [(kEU )faUndE]<br />
deluxe [dE(lVks]<br />
departures [di(pA:tSEz]<br />
discount [(dIskaUnt]<br />
eyewitness [(aI)wItnEs]<br />
hold tightly [)hEUld (taItli]<br />
level [(lev&l]<br />
luggage trolley [(lVgIdZ )trQli] UK<br />
travelogue [(trÄvElQg]<br />
DK produces well-written and<br />
inform<strong>at</strong>ive travel guides <strong>to</strong><br />
most destin<strong>at</strong>ions in the world.<br />
Enjoy the many maps, as well as<br />
<strong>be</strong>autiful pho<strong>to</strong>s and illustr<strong>at</strong>ions.<br />
The guides include all the classic travel tips as well as clearly<br />
presented background inform<strong>at</strong>ion. Books in the Eyewitness<br />
series are the most detailed, while the Eyewitness Top<br />
10 are more compact. The Back Roads series is very good<br />
for driving holidays. www.dk.co.uk<br />
App<br />
HotelTonight: This app lists lastminute<br />
hotel offers in <strong>to</strong>wns and<br />
cities around the world. Hotels<br />
give the company their unsold<br />
rooms with discounts of up <strong>to</strong> 70<br />
per cent. The app is free, easy <strong>to</strong><br />
use and has clear room c<strong>at</strong>egories: basic, solid, deluxe<br />
and charming. Most rooms are in the US and Canada,<br />
but the num<strong>be</strong>r of offers in the rest of the world is growing.<br />
www.hotel<strong>to</strong>night.com<br />
English on the Move<br />
Between terminals<br />
An einem un<strong>be</strong>kannten Flughafen ist der Wechsel zwischen<br />
Terminals oft gar nicht einfach. KEN TAYLOR <strong>be</strong>gleitet Sie.<br />
easy<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
The inform<strong>at</strong>ion desk<br />
Inform<strong>at</strong>ion-desk clerk: Good morning. <strong>How</strong> may I help you?<br />
Claudia: I’m not quite sure where <strong>to</strong> go. I’m booked on a flight<br />
<strong>to</strong> New York and I can’t see it up on the board.<br />
Clerk: May I see your ticket, madam? Hmmm. Yes. Your flight<br />
is from Terminal 3 <strong>at</strong> 11.40. This is Terminal 2.<br />
Claudia: Oh, right. It’s lucky I left plenty of time <strong>to</strong> get there!<br />
Wh<strong>at</strong>’s the <strong>be</strong>st way of getting <strong>to</strong> Terminal 3 from here?<br />
Clerk: You can c<strong>at</strong>ch bus 7 outside Departures or you can get<br />
the transit train on the next level.<br />
Claudia: I’ve got this luggage trolley. Which would <strong>be</strong> <strong>be</strong>st?<br />
Clerk: I’d take the transit. It s<strong>to</strong>ps right <strong>at</strong> Departures in<br />
Terminal 3. Just take the lift over there <strong>be</strong>side the coffee<br />
shop and th<strong>at</strong> will take you up <strong>to</strong> the transit train.<br />
Claudia: Thanks. You’ve <strong>be</strong>en very helpful.<br />
The transit train<br />
Claudia: Excuse me. Is this the transit <strong>to</strong> Terminal 3?<br />
Airport employee: Yes, madam. Let me help you with th<strong>at</strong> trolley.<br />
It looks r<strong>at</strong>her heavy.<br />
Claudia: Thanks. Does it take long?<br />
Airport employee: Just a few minutes. Are you in a hurry?<br />
Claudia: No, no. I just haven’t <strong>be</strong>en on this <strong>be</strong>fore.<br />
Recorded message: Doors closing. Please hold tightly. This<br />
transit is for Terminals 3 and 4.<br />
Airport employee: Where are you flying <strong>to</strong>?<br />
Claudia: I’m visiting my son in New York. Most of this luggage<br />
is for him! He’s studying there for a year.<br />
Airport employee: Th<strong>at</strong> sounds like fun.<br />
Recorded message: The transit is approaching the s<strong>to</strong>p for<br />
Terminal 3. Please hold tightly — and make sure th<strong>at</strong> you<br />
have all your <strong>be</strong>longings with you when you leave the transit.<br />
Doors opening.<br />
Airport employee: Let me take the trolley off for you. There<br />
you are. Have a good flight.<br />
Claudia: Thanks for your help.<br />
nBS<br />
5/2013<br />
www.business-spotlight.de 29
All in the<br />
mind<br />
Einem Ergebnis, das von allen Beteiligten akzeptiert wird, gehen<br />
oft harte, langwierige Verhandlungen voraus. BOB DIGNEN <strong>be</strong>fasst<br />
sich mit unterschiedlichen Eigenschaften von Verhandlungsführern<br />
und deren Einfluss auf den Verhandlungsprozess.<br />
medium<br />
Hemera
PSYCHOLOGY AT WORK BUSINESS SKILLS n<br />
Negoti<strong>at</strong>ions are <strong>at</strong> the heart of our daily <strong>work</strong>ing<br />
lives. From informal convers<strong>at</strong>ions <strong>to</strong><br />
agreeing on where <strong>to</strong> go for lunch <strong>to</strong> multimillion-dollar<br />
business deals, we negoti<strong>at</strong>e in<br />
order <strong>to</strong> collabor<strong>at</strong>e successfully and reach organiz<strong>at</strong>ional<br />
goals. Successful negoti<strong>at</strong>ors need str<strong>at</strong>egic,<br />
technical, intercultural and interpersonal skills. In this article,<br />
we focus on seven key psychological success fac<strong>to</strong>rs,<br />
examining the <strong>at</strong>tributes th<strong>at</strong> drive communic<strong>at</strong>ion str<strong>at</strong>egies<br />
and the language choices th<strong>at</strong> deliver the <strong>be</strong>st results.<br />
You’ll <strong>be</strong> asked <strong>to</strong> reflect on your own psychology and r<strong>at</strong>e<br />
yourself on some key characteristics.<br />
Before you read further, think about how you would answer<br />
the following questions:<br />
n Wh<strong>at</strong> fac<strong>to</strong>rs make negoti<strong>at</strong>ions difficult?<br />
n Wh<strong>at</strong> psychological <strong>at</strong>tributes do effective negoti<strong>at</strong>ors<br />
possess?<br />
n Which aspects of your psychology make you a good<br />
(and bad) negoti<strong>at</strong>or?<br />
As you read on, compare your answers <strong>to</strong> these questions<br />
with the points th<strong>at</strong> are made in the article.<br />
1. Why is negoti<strong>at</strong>ing so difficult?<br />
A negoti<strong>at</strong>ion, which involves people trying <strong>to</strong> find a<br />
mutually acceptable solution <strong>to</strong> their different interests, is<br />
a process with clear phases:<br />
n A prepar<strong>at</strong>ion phase, with a focus on determining one’s<br />
own needs and interests.<br />
n A meeting, in which we should carefully observe our<br />
counterparts, first building the rel<strong>at</strong>ionship and then<br />
Aufnahme<br />
(Ver-)Handeln<br />
Schwierigkeit<br />
zusammenar<strong>be</strong>iten<br />
Zusammenar<strong>be</strong>it<br />
Engagement; hier: Bereitschaft<br />
Konkurrenz<br />
einer Sache zugrunde liegen<br />
Gesprächspartner(in)<br />
Gegenvorschlag<br />
sich auf etw. einlassen<br />
etw. <strong>be</strong>urteilen<br />
Rückzugs-<br />
Ziel<br />
für <strong>be</strong>ide Seiten<br />
(um etw.) verhandeln, (etw.)<br />
aushandeln<br />
Verhandlung<br />
Verhandlungsführer(in)<br />
jmds. Profil erstellen<br />
Psyche<br />
assimil<strong>at</strong>ion [E)sImE(leIS&n]<br />
bargaining [(bA:gInIN]<br />
challenge [(tSÄlIndZ]<br />
collabor<strong>at</strong>e [kE(lÄbEreIt]<br />
collabor<strong>at</strong>ion [kE)lÄbE(reIS&n]<br />
commitment [kE(mItmEnt]<br />
competition [)kQmpE(tIS&n]<br />
core: <strong>be</strong> <strong>at</strong> the ~ of sth. [kO:]<br />
counterpart [(kaUntEpA:t]<br />
counterproposal [(kaUntEprE)pEUz&l]<br />
engage with sth. [In(geIdZ wID]<br />
evalu<strong>at</strong>e sth. [i(vÄljueIt]<br />
fallback [(fO:lbÄk]<br />
goal [gEUl]<br />
mutually [(mju:tSuEli]<br />
negoti<strong>at</strong>e (sth.) [nI(gEUSieIt]<br />
negoti<strong>at</strong>ion [nI)gEUSi(eIS&n]<br />
negoti<strong>at</strong>or [nI(gEUSieItE]<br />
profile sb. [(prEUfaI&l]<br />
psychological make-up<br />
[saIkE)lQdZIk&l (meIk Vp]<br />
psychology [saI(kQlEdZi]<br />
r<strong>at</strong>e sb. [reIt]<br />
root [ru:t]<br />
sense of self [)sens Ev (self]<br />
sustainable [sE(steInEb&l]<br />
hier: Mentalität<br />
jmdn. <strong>be</strong>werten<br />
hier: Ursache<br />
Gefühl von der eigenen Identität<br />
tragfähig<br />
spending time listening in order <strong>to</strong> properly understand<br />
their position.<br />
n In the next phase, we can present our own interests and<br />
wants, and enter in<strong>to</strong> an explor<strong>at</strong>ory process of proposal<br />
and counterproposal.<br />
n A final phase of bargaining brings both parties <strong>to</strong> a negoti<strong>at</strong>ed<br />
agreement.<br />
“Start out with an ideal<br />
and end up with a deal”<br />
Karl Albrecht, American executive management<br />
consultant<br />
All this sounds simple, but we know th<strong>at</strong> negoti<strong>at</strong>ing is<br />
far from easy. One level of complexity comes from the fact<br />
th<strong>at</strong> negoti<strong>at</strong>ions often involve the assimil<strong>at</strong>ion and transfer<br />
of a gre<strong>at</strong> deal of technical inform<strong>at</strong>ion, and the coordin<strong>at</strong>ion<br />
of often very different business interests. But on<br />
another level, the complexity of negoti<strong>at</strong>ion involves psychology.<br />
Any discussions with another human <strong>be</strong>ing bring in<strong>to</strong><br />
play our sense of self: will others accept and respect us for<br />
wh<strong>at</strong> we are? Negoti<strong>at</strong>ions also test our willingness <strong>to</strong><br />
engage with other people’s sense of self: do we have the curiosity<br />
and commitment <strong>to</strong> really try <strong>to</strong> understand them?<br />
To add <strong>to</strong> the complexity, these fundamental challenges<br />
take place in a context characterized by both collabor<strong>at</strong>ion<br />
and competition.<br />
2. Psychological profile of a successful<br />
negoti<strong>at</strong>or<br />
Donald O. Clif<strong>to</strong>n, the f<strong>at</strong>her of strengths-based psychology<br />
and the cre<strong>at</strong>or of the Clif<strong>to</strong>n StrengthsFinder ® , produced<br />
a list of 34 positive <strong>at</strong>tributes with which we can<br />
profile negoti<strong>at</strong>ors. From this list, I have identified seven<br />
key <strong>at</strong>tributes th<strong>at</strong> I <strong>be</strong>lieve are <strong>at</strong> the core of the psychological<br />
make-up of people who are able <strong>to</strong> negoti<strong>at</strong>e successfully<br />
in a range of professional contexts and with a<br />
wide variety of counterparts.<br />
a) Being analytical. People with this <strong>at</strong>tribute show gre<strong>at</strong> <strong>at</strong>tention<br />
<strong>to</strong> detail, <strong>to</strong> objectivity and <strong>to</strong> logic. They want <strong>to</strong><br />
get <strong>to</strong> the root of problems, and <strong>to</strong> take the <strong>be</strong>st course of<br />
action. This is extremely useful <strong>at</strong> the planning stage of a<br />
negoti<strong>at</strong>ion, when thinking about one’s own interests, one’s<br />
ideal and fallback positions, as well as those of one’s counterparts.<br />
Analytical excellence also enables individuals <strong>to</strong><br />
evalu<strong>at</strong>e the proposals and argument<strong>at</strong>ion of others, <strong>to</strong> remain<br />
objective during discussions th<strong>at</strong> have the potential<br />
for conflict and <strong>to</strong> secure an agreement th<strong>at</strong> is both realistic<br />
and sustainable. Useful analytical <strong>be</strong>haviours (with<br />
4<br />
5/2013<br />
www.business-spotlight.de 31
n BUSINESS SKILLS PSYCHOLOGY AT WORK<br />
You <strong>be</strong>come like a<br />
poker player w<strong>at</strong>ching<br />
the other players<br />
examples of the language th<strong>at</strong> you can<br />
use) include:<br />
n St<strong>at</strong>ing the objective truth: The situ<strong>at</strong>ion<br />
we face is simply th<strong>at</strong>…<br />
n Focusing on facts: Do you have the<br />
figures for… ?<br />
n Discovering hidden logic: If this is so,<br />
does it mean th<strong>at</strong>… ?<br />
Be forceful: you can<br />
inspire respect<br />
for your positions<br />
<strong>to</strong>ckbyte<br />
R<strong>at</strong>e yourself: <strong>How</strong> analytical are you?<br />
(low) 0 1 2 3 4 5 6 7 8 9 10 (high)<br />
Ask yourself: Wh<strong>at</strong> risks might this <strong>at</strong>tribute and its associ<strong>at</strong>ed<br />
communic<strong>at</strong>ion style pose for a negoti<strong>at</strong>ion? Note<br />
down your answers and compare them with the comments<br />
on page 35.<br />
b) Being structured. Analytical excellence without a propensity<br />
<strong>to</strong> <strong>be</strong> structured and organized can lead <strong>to</strong> endless detail,<br />
a chaos of facts th<strong>at</strong> frustr<strong>at</strong>es and confuses everyone<br />
concerned. Psychologist Clif<strong>to</strong>n characterizes this structured<br />
<strong>at</strong>tribute, which he calls “arranger”, like this: “You<br />
are a conduc<strong>to</strong>r. When faced with a complex situ<strong>at</strong>ion involving<br />
many fac<strong>to</strong>rs, you enjoy managing all of the variables,<br />
aligning and realigning them until you are sure you<br />
have arranged them in the most productive configur<strong>at</strong>ion<br />
possible.”<br />
Organized thinking can help <strong>to</strong> gener<strong>at</strong>e a clear and focused<br />
use of language, which provides a solid and logical<br />
pl<strong>at</strong>form for negoti<strong>at</strong>ion. This is particularly important<br />
when <strong>work</strong>ing in a foreign language and when there are<br />
different expect<strong>at</strong>ions regarding the negoti<strong>at</strong>ing process.<br />
Useful <strong>be</strong>haviours include:<br />
n Working <strong>to</strong> a clear agenda: First, I would suggest th<strong>at</strong> we…<br />
n Cre<strong>at</strong>ing a road map for the discussion: OK, I think we can<br />
now move on <strong>to</strong>…<br />
n Finding connections <strong>be</strong>tween parts: Should we look <strong>at</strong> these<br />
two things <strong>to</strong>gether?<br />
R<strong>at</strong>e yourself: <strong>How</strong> structured are you?<br />
(low) 0 1 2 3 4 5 6 7 8 9 10 (high)<br />
Ask yourself: Wh<strong>at</strong> risks might this <strong>at</strong>tribute and its associ<strong>at</strong>ed<br />
communic<strong>at</strong>ion style pose for a negoti<strong>at</strong>ion? Note<br />
down your answers and compare them with the comments<br />
on page 35.<br />
c) Being driven. Negoti<strong>at</strong>ors who are determined <strong>to</strong> produce<br />
excellent results are more likely <strong>to</strong> invest the energy required<br />
<strong>to</strong> reach them. They don’t give up easily. They have<br />
huge reserves of energy and are resilient. A n<strong>at</strong>ural competitive<br />
edge spurs them on. Clif<strong>to</strong>n says of this <strong>at</strong>tribute:<br />
“It brings you the energy you need <strong>to</strong> <strong>work</strong> long hours<br />
without burning out.” Useful <strong>be</strong>haviours include:<br />
n Setting the bar high: I want <strong>to</strong> find the <strong>be</strong>st solution for<br />
both parties.<br />
n Overcoming difficulties: We’re making progress with…<br />
n Not giving up: Can we go through this just one more time?<br />
R<strong>at</strong>e yourself: <strong>How</strong> driven are you?<br />
(low) 0 1 2 3 4 5 6 7 8 9 10 (high)<br />
Ask yourself: Wh<strong>at</strong> risks might this <strong>at</strong>tribute and its associ<strong>at</strong>ed<br />
communic<strong>at</strong>ion style pose for a negoti<strong>at</strong>ion? Note<br />
down your answers and compare them with the comments<br />
on page 35.<br />
d) Being emp<strong>at</strong>hetic. Negoti<strong>at</strong>ors are unlikely <strong>to</strong> arrive <strong>at</strong> the<br />
<strong>be</strong>st deal unless they properly understand their counterparts:<br />
how they see the world, how flexible they can <strong>be</strong> on<br />
key points, wh<strong>at</strong> needs they have for respect or recognition<br />
agenda [E(dZendE]<br />
align sth. [E(laIn]<br />
burn out [)b§:n (aUt]<br />
competitive edge [kEm)petEtIv (edZ]<br />
conduc<strong>to</strong>r [kEn(dVktE]<br />
driven [(drIv&n]<br />
emp<strong>at</strong>hetic [)empE(TetIk]<br />
pose a risk [)pEUz E (rIsk]<br />
propensity [prEU(pensEti]<br />
realign sth. [)ri:E(laIn]<br />
resilient [ri(zIliEnt]<br />
road map [(rEUd mÄp]<br />
set the bar high [)set DE )bA: (haI]<br />
spur sb. on [)sp§:r (Qn]<br />
<strong>work</strong> long hours [)w§:k lQN (aUEz]<br />
Tagesordnung, Punkteplan<br />
etw. ausrichten, justieren<br />
sich völlig verausga<strong>be</strong>n<br />
hier: Führungsrolle<br />
Dirigent(in)<br />
engagiert, ehrgeizig<br />
einfühlsam, emp<strong>at</strong>hisch<br />
ein Risiko darstellen<br />
Neigung, Hang<br />
etw. neu ausrichten<br />
<strong>be</strong>lastbar<br />
(Fahr-)Plan, Wegweiser<br />
die Messl<strong>at</strong>te hoch anlegen<br />
jmdn. antrei<strong>be</strong>n<br />
lange ar<strong>be</strong>iten<br />
32 www.business-spotlight.de 5/2013
and so on. Understanding others demands close observ<strong>at</strong>ion and a high<br />
level of concentr<strong>at</strong>ion. You need <strong>to</strong> listen closely <strong>to</strong> the other person’s<br />
words and <strong>to</strong> the <strong>to</strong>ne with which they are said. You need <strong>to</strong> w<strong>at</strong>ch for<br />
facial expressions th<strong>at</strong> show feelings. You <strong>be</strong>come like a poker player trying<br />
<strong>to</strong> discover which cards are held by the other player. Your intention is<br />
<strong>to</strong> understand and cre<strong>at</strong>e a rel<strong>at</strong>ionship. Useful <strong>be</strong>haviours include:<br />
n Clarifying wh<strong>at</strong> others say: When you say “difficult”, wh<strong>at</strong> do you mean?<br />
n Checking on feelings: <strong>How</strong> would you feel if we… ?<br />
n Signalling appreci<strong>at</strong>ion: I can understand th<strong>at</strong>…<br />
R<strong>at</strong>e yourself: <strong>How</strong> emp<strong>at</strong>hetic are you?<br />
(low) 0 1 2 3 4 5 6 7 8 9 10 (high)<br />
Ask yourself: Wh<strong>at</strong> risks might this <strong>at</strong>tribute and its associ<strong>at</strong>ed communic<strong>at</strong>ion<br />
style pose for a negoti<strong>at</strong>ion? Note down your answers and compare<br />
them with the comments on page 35.<br />
e) Being curious. Curious people tend never <strong>to</strong> <strong>be</strong> s<strong>at</strong>isfied, never convinced<br />
th<strong>at</strong> they know everything th<strong>at</strong> they need <strong>to</strong> know. There is always an<br />
angle th<strong>at</strong> needs <strong>to</strong> <strong>be</strong> explored in case it can unlock some extra advantages.<br />
Curiosity is a form of restlessness, a deep <strong>be</strong>lief th<strong>at</strong> other people<br />
always have something <strong>to</strong> offer you. In the context of a negoti<strong>at</strong>ion, this<br />
<strong>at</strong>tribute means th<strong>at</strong> questions are asked and different dimensions of the<br />
negoti<strong>at</strong>ion are fully explored. Useful <strong>be</strong>haviours include:<br />
n Asking open questions: Wh<strong>at</strong> do you think is the <strong>be</strong>st method?<br />
n Testing assumptions: Why do you <strong>be</strong>lieve th<strong>at</strong>… ?<br />
n Exploring options: So is there a possibility for us <strong>to</strong>… ?<br />
R<strong>at</strong>e yourself: <strong>How</strong> curious are you?<br />
(low) 0 1 2 3 4 5 6 7 8 9 10 (high)<br />
Ask yourself: Wh<strong>at</strong> risks might this <strong>at</strong>tribute and its associ<strong>at</strong>ed communic<strong>at</strong>ion<br />
style pose for a negoti<strong>at</strong>ion? Note down your answers and compare<br />
them with the comments on page 35.<br />
A cre<strong>at</strong>ive-writing class was<br />
asked <strong>to</strong> write a short essay<br />
containing the following elements:<br />
religion, royalty, sex<br />
and mystery. The prize-winning<br />
essay read: “‘My God!’ said<br />
the queen. ‘I’m pregnant.’”<br />
A cre<strong>at</strong>ive-writing class was<br />
asked <strong>to</strong> write a short essay<br />
containing the following elements:<br />
religion, royalty, sex<br />
and mystery. The prize-winning<br />
essay read: “‘My God!’ said<br />
the queen. ‘I’m pregnant.’”<br />
A cre<strong>at</strong>ive-writing class was<br />
asked <strong>to</strong> write a short essay<br />
containing the following elements:<br />
religion, royalty, sex<br />
and mystery. The prize-winning<br />
essay read: “‘My God!’ said<br />
the queen. ‘I’m pregnant.’”<br />
ENGLISCH LERNEN IST EIN WITZ?<br />
Ja, mit diesem Spiel, in dem die Spieler Witze,<br />
Reime, Zungenbrecher und lustige Zit<strong>at</strong>e zum<br />
Besten ge<strong>be</strong>n. Und da Spielen ja eine ernste<br />
Angelegenheit ist, versuchen alle sich das<br />
Lachen zu verkneifen, denn das gibt Extrapunkte.<br />
Für 3 – 8 Spieler ab 12 Jahren. Mit 400 Witzen,<br />
Zungenbrechern und Reimen, 252 Kärtchen<br />
mit 504 Voka<strong>be</strong>ln und 1 Spielanleitung mit<br />
ausführlichem Voka<strong>be</strong>lteil.<br />
In Zusammenar<strong>be</strong>it mit:<br />
4<br />
f) Being flexible. I recently met a “rel<strong>at</strong>ionship manager” who <strong>work</strong>s for a<br />
global insurer in London. When I asked him how he dealt with his clients<br />
when negoti<strong>at</strong>ing, he said he was a “chameleon”, changing his hue in order<br />
<strong>to</strong> engage and manage clients in the most professional way. Flexibility<br />
was a necessary part of his psychology. Clif<strong>to</strong>n expresses flexibility as<br />
a willingness <strong>to</strong> adapt <strong>to</strong> the needs of the moment, even if it pulls you away<br />
from your plans: “Flexible people don’t resent sudden requests or unforeseen<br />
de<strong>to</strong>urs. You expect them. They are inevitable. Indeed, on some levangle<br />
[(ÄNg&l]<br />
appreci<strong>at</strong>ion [E)pri:Si(eIS&n]<br />
assumption [E(sVmpS&n]<br />
chameleon [kE(mi:liEn]<br />
clarify sth. [(klÄrEfaI]<br />
de<strong>to</strong>ur [(di:tUE]<br />
engage sb. [In(geIdZ]<br />
hue [hju:]<br />
inevitable [In(evItEb&l]<br />
insurer [In(SUErE]<br />
open question<br />
[)EUpEn (kwestSEn]<br />
resent sth. [ri(zent]<br />
restlessness [(restlEsnEs]<br />
Blickwinkel, Gesichtspunkt<br />
Verständnis; Wertschätzung<br />
Annahme, Vermutung<br />
[wg. Aussprache]<br />
etw. klarstellen<br />
Umweg<br />
jmdn. einbinden<br />
Far<strong>be</strong>, Farb<strong>to</strong>n<br />
unvermeidlich<br />
Versicherungsgesellschaft<br />
offene Frage (die nicht mit „ja“ oder „nein“ zu<br />
<strong>be</strong>antworten ist)<br />
etw. ü<strong>be</strong>lnehmen<br />
Ruhelosigkeit<br />
JETZT BESTELLEN!<br />
www.sprachenshop.de/spiele<br />
oder im Buch- und Spielwarenhandel<br />
3 19,95 (UVP)<br />
5/2013<br />
Mehr Inform<strong>at</strong>ionen auf<br />
www.grub<strong>be</strong>media.de
n BUSINESS SKILLS PSYCHOLOGY AT WORK<br />
Ingram Publishing<br />
fulness can also inspire your negoti<strong>at</strong>ing counterparts <strong>to</strong><br />
accept your position. Useful forceful <strong>be</strong>haviours include:<br />
n Expressing certainty: I’m sure/certain th<strong>at</strong>…<br />
n Highlighting a personal perspective: My view on this is...<br />
n Rejecting altern<strong>at</strong>ives firmly: It is simply not an option <strong>to</strong>…<br />
R<strong>at</strong>e yourself: <strong>How</strong> forceful are you?<br />
(low) 0 1 2 3 4 5 6 7 8 9 10 (high)<br />
Be curious: ask<br />
questions and look<br />
for new angles<br />
el you actually look forward <strong>to</strong> them.” Flexibility is essential<br />
during a negoti<strong>at</strong>ion. We need <strong>to</strong> use analytical and organiz<strong>at</strong>ional<br />
excellence <strong>to</strong> prepare, but we also need the<br />
courage <strong>to</strong> abandon our script <strong>to</strong> take any opportunity.<br />
Useful <strong>be</strong>haviours:<br />
n Signalling openness: I’m happy <strong>to</strong> look <strong>at</strong> this in a very different<br />
way.<br />
n Inviting altern<strong>at</strong>ives: Do you see another way <strong>to</strong> do this?<br />
n Changing the process: Let’s s<strong>to</strong>p here and just go <strong>to</strong> the fac<strong>to</strong>ry<br />
<strong>to</strong> see things for ourselves!<br />
R<strong>at</strong>e yourself: <strong>How</strong> flexible are you?<br />
(low) 0 1 2 3 4 5 6 7 8 9 10 (high)<br />
Ask yourself: Wh<strong>at</strong> risks might this <strong>at</strong>tribute and its communic<strong>at</strong>ion<br />
style pose for a negoti<strong>at</strong>ion? Note down your<br />
answers and compare them with the comments on page 35.<br />
g) Being forceful. A German consultant once <strong>to</strong>ld me: “You<br />
will never get anyone <strong>to</strong> <strong>be</strong>lieve wh<strong>at</strong> you say unless you<br />
are confident about it yourself.” Clif<strong>to</strong>n descri<strong>be</strong>s this important<br />
psychological <strong>at</strong>tribute like this: “You have confidence<br />
not only in your abilities but in your judgement.<br />
When you look <strong>at</strong> the world, you know th<strong>at</strong> your perspective<br />
is unique. And <strong>be</strong>cause no one sees exactly wh<strong>at</strong> you<br />
see, you know th<strong>at</strong> no one can make your decisions for<br />
you. This lends you an aura of certainty.”<br />
Negoti<strong>at</strong>ors must <strong>be</strong> open, flexible and curious. But they<br />
need <strong>to</strong> balance this with forcefulness, a sense of inner<br />
conviction th<strong>at</strong> keeps the focus on key objectives. Force-<br />
abandon one’s script<br />
von seinen Vorga<strong>be</strong>n<br />
[E)bÄndEn wVnz (skrIpt]<br />
abweichen<br />
blend (sth.) [blend]<br />
Mischung; etw. mischen<br />
confident: <strong>be</strong> ~ about sth. [(kQnfIdEnt] sich ü<strong>be</strong>r etw. sicher sein<br />
consultant [kEn(sVltEnt]<br />
Ber<strong>at</strong>er(in)<br />
derive from sth. [di(raIv frQm] von etw. entstammen<br />
detached [di(tÄtSt]<br />
distanziert<br />
highlight sth. [(haIlaIt]<br />
etw. hervorhe<strong>be</strong>n<br />
invite sth. [In(vaIt]<br />
um etw. ersuchen<br />
look forward <strong>to</strong> sth. [)lUk (fO:wEd tu] etw. mit Freude entgegensehen<br />
objective [Eb(dZektIv]<br />
Ziel(setzung)<br />
reject sth. [ri(dZekt]<br />
etw. ablehnen<br />
striking [(straIkIN]<br />
auffallend<br />
unique [ju(ni:k]<br />
einzigartig<br />
Ask yourself: Wh<strong>at</strong> risks might this <strong>at</strong>tribute and its communic<strong>at</strong>ion<br />
style pose for a negoti<strong>at</strong>ion? Note down your<br />
answers and compare them with the comments on page 35.<br />
3. A blended psychology for success<br />
Wh<strong>at</strong> is most striking about these psychological <strong>at</strong>tributes<br />
is th<strong>at</strong> they demand of negoti<strong>at</strong>ors a most challenging<br />
blend. There are big differences <strong>be</strong>tween these three<br />
groups: analytical and structured; emp<strong>at</strong>hetic, curious and<br />
flexible; and driven and forceful. Such groups of <strong>at</strong>tributes<br />
typically derive from very different senses of self: one<br />
is more detached, one more person-oriented and the other<br />
more dominant and power-seeking. Getting the optimum<br />
balance of these <strong>at</strong>tributes is exceptionally difficult.<br />
Perhaps this is why we continue <strong>to</strong> find negoti<strong>at</strong>ing successfully<br />
so challenging.<br />
nBS<br />
For more inform<strong>at</strong>ion<br />
ARTICLE<br />
n “A Question of Emotion”, Bob Dignen, <strong>Business</strong> <strong>Spotlight</strong><br />
5/2009<br />
BOOKS<br />
n The Psychology of Negoti<strong>at</strong>ions in the 21st Century Workplace:<br />
New Challenges and New Solutions, Barry M. Goldman,<br />
Debra L. Shapiro (eds.) (Routledge)<br />
n The Social Psychology of Bargaining and Negoti<strong>at</strong>ion,<br />
Jeffrey Z. Rubin, Bert R. Brown (Academic Press)<br />
WEBSITES<br />
n Introduction <strong>to</strong> the Clif<strong>to</strong>n StrengthsFinder ® list of personal<br />
<strong>at</strong>tributes: www.strengthsquest.com/content/143324/<br />
themes-full-description.aspx<br />
n The psychology of negoti<strong>at</strong>ion: www.champtrainer.com/<br />
documents/the_psychology_of_negoti<strong>at</strong>ion.pdf<br />
n The fine art of negoti<strong>at</strong>ion: www.psychology<strong>to</strong>day.com/<br />
articles/200701/the-art-negoti<strong>at</strong>ion<br />
Do exercises on this <strong>to</strong>pic on <strong>Business</strong> <strong>Spotlight</strong> Audio<br />
www W<strong>at</strong>ch our <strong>Business</strong> with Bob series of videos for more tips on<br />
how <strong>to</strong> improve your communic<strong>at</strong>ion skills: www.businessspotlight.de/videos/bob<br />
BOB DIGNEN is a direc<strong>to</strong>r of York Associ<strong>at</strong>es<br />
(www.york-associ<strong>at</strong>es.co.uk), which specializes in language,<br />
communic<strong>at</strong>ion and intercultural training. He<br />
is the author of many business English books, including<br />
Effective Intern<strong>at</strong>ional <strong>Business</strong> Communic<strong>at</strong>ion<br />
(Collins). Contact: bob.dignen@york-associ<strong>at</strong>es.co.uk<br />
34 www.business-spotlight.de 5/2013
SURVIVAL GUIDE BUSINESS SKILLS n<br />
Negoti<strong>at</strong>ing styles<br />
Here are more language suggestions for negoti<strong>at</strong>ions. Remem<strong>be</strong>r, you should use only the<br />
lan guage th<strong>at</strong> you feel comfortable with in your <strong>work</strong> situ<strong>at</strong>ions.<br />
medium<br />
1. Being analytical<br />
St<strong>at</strong>ing the objective truth<br />
n The reality of the situ<strong>at</strong>ion is th<strong>at</strong>…<br />
Focusing on facts<br />
n Here are some figures which show th<strong>at</strong>…<br />
Discovering hidden logic<br />
n Wh<strong>at</strong> do these figures really tell us?<br />
Be careful not <strong>to</strong> come across as <strong>to</strong>o detailed or confront<strong>at</strong>ional<br />
in your focus on facts. Explain why facts are important<br />
<strong>to</strong> you and give positive feedback when others provide d<strong>at</strong>a:<br />
n This is excellent. Thank you for the figures.<br />
2. Being structured<br />
Working <strong>to</strong> a clear agenda<br />
n So, following our agenda, let’s <strong>be</strong>gin with…<br />
Cre<strong>at</strong>ing a road map for the discussion<br />
n Wh<strong>at</strong> would <strong>be</strong> useful <strong>to</strong> discuss next?<br />
Finding connections <strong>be</strong>tween parts<br />
n Are these two areas rel<strong>at</strong>ed?<br />
Be careful not <strong>to</strong> seem inflexible with your focus on structure.<br />
You can ask questions th<strong>at</strong> negoti<strong>at</strong>e the agenda, or say clearly<br />
why you think it is important <strong>to</strong> have a clear structure:<br />
n I think discussing it in this way will allow us <strong>to</strong>…<br />
3. Being driven<br />
Setting the bar high<br />
n I think we can achieve a lot <strong>to</strong>day…<br />
Overcoming difficulties<br />
n I’m sure we can solve this if we…<br />
Not giving up<br />
n We may need a little more time on this, so…<br />
achieve sth. [E(tSi:v]<br />
agenda [E(dZendE]<br />
appreci<strong>at</strong>ion [E)pri:Si(eIS&n]<br />
assertive [Eˈsɜːtɪv]<br />
assumption [E(sVmpS&n]<br />
clarify sth. [(klÄrEfaI]<br />
driven [(drIv&n]<br />
emp<strong>at</strong>hetic [)empE(TetIk]<br />
highlight sth. [(haIlaIt]<br />
invite sth. [In(vaIt]<br />
negoti<strong>at</strong>e (sth.)<br />
[nI(gEUSieIt]<br />
open question<br />
[)EUpEn (kwestSEn]<br />
pushy [(pUSi]<br />
reject sth. [ri(dZekt]<br />
road map [(rEUd mÄp]<br />
set the bar high [)set DE )bA: (haI]<br />
etw. erreichen<br />
Tagesordnung, Punkteplan<br />
Verständnis; Wertschätzung<br />
<strong>be</strong>stimmend<br />
Annahme, Vermutung<br />
etw. klarstellen<br />
engagiert, ehrgeizig<br />
einfühlsam, emp<strong>at</strong>hisch<br />
etw. hervorhe<strong>be</strong>n<br />
um etw. ersuchen<br />
(um etw.) verhandeln, (etw.)<br />
aushandeln<br />
offene Frage (die nicht mit<br />
„ja“ oder „nein“ zu <strong>be</strong>antworten<br />
ist)<br />
aufdringlich; hier: dominant<br />
etw. ablehnen<br />
(Fahr-)Plan, Wegweiser<br />
die Messl<strong>at</strong>te hoch anlegen<br />
Be careful not <strong>to</strong> appear pushy with your driven focus. Using<br />
some less direct terms, such as “perhaps”, “may<strong>be</strong>”, “may”,<br />
“might” or “could”, will make you seem less dogm<strong>at</strong>ic.<br />
4. Being emp<strong>at</strong>hetic<br />
Clarifying wh<strong>at</strong> others say<br />
n Are you saying th<strong>at</strong>… ?<br />
Checking on feelings<br />
n So, do you feel th<strong>at</strong>… ?<br />
Signalling appreci<strong>at</strong>ion<br />
n Th<strong>at</strong> sounds good <strong>to</strong> me.<br />
Be careful not <strong>to</strong> come across as <strong>to</strong>o soft with your strong<br />
focus on feelings. Try <strong>to</strong> include some forceful communic<strong>at</strong>ion<br />
str<strong>at</strong>egies (see <strong>be</strong>low) alongside more emp<strong>at</strong>hetic ones.<br />
5. Being curious<br />
Asking open questions<br />
n Which are… ? / <strong>How</strong> is… ?<br />
Testing assumptions<br />
n Can we <strong>be</strong> sure th<strong>at</strong>… ?<br />
Exploring options<br />
n Couldn’t we… ?<br />
Be careful not <strong>to</strong> appear <strong>to</strong>o tactical and aggressive with your<br />
frequent use of questions.<br />
6. Being flexible<br />
Signalling openness<br />
n May<strong>be</strong> we can look <strong>at</strong> this differently.<br />
Inviting altern<strong>at</strong>ives<br />
n Shall we rethink this for a moment?<br />
Be careful not <strong>to</strong> seem <strong>to</strong>o open so th<strong>at</strong> people don’t see you<br />
as unstructured. You can give a reason why you think it is<br />
important <strong>to</strong> <strong>be</strong> flexible — and, <strong>at</strong> times, show willingness <strong>to</strong><br />
stay with the plan:<br />
n Why don’t we continue as planned and then look <strong>at</strong> this<br />
again after lunch?<br />
7. Being forceful<br />
Expressing certainty<br />
n There is no doubt th<strong>at</strong>…<br />
Highlighting a personal perspective<br />
n My own view on this is th<strong>at</strong>…<br />
Rejecting altern<strong>at</strong>ives firmly<br />
n Th<strong>at</strong> is impossible <strong>be</strong>cause…<br />
Be careful not <strong>to</strong> come across as <strong>to</strong>o assertive. Combine forceful<br />
communic<strong>at</strong>ion str<strong>at</strong>egies with some of the more flexible<br />
and curious ones above.<br />
nBS<br />
5/2013<br />
www.business-spotlight.de 35
■ BUSINESS SKILLS TOOLBOX<br />
Staying polite<br />
In dieser Rubrik nutzt KEN TAYLOR Erfahrungen, die er in vielen Organis<strong>at</strong>ionen und<br />
in verschiedenen Ländern sammeln konnte, und <strong>be</strong>antwortet häufig gestellte<br />
Fragen zur Kommunik<strong>at</strong>ion im intern<strong>at</strong>ionalen Geschäftsle<strong>be</strong>n.<br />
medium<br />
Image Source<br />
1. <strong>How</strong> can I say no <strong>to</strong> people in speech or in writing<br />
without offending them?<br />
The <strong>be</strong>st way is <strong>to</strong> avoid using the word “no”. Instead,<br />
use the phrase “I’m afraid” <strong>to</strong> start your refusal and<br />
follow it up with a reason for th<strong>at</strong> refusal. Look <strong>at</strong> the<br />
following examples:<br />
■ Can you come <strong>to</strong> the meeting on Thursday?<br />
■ I’m afraid not. I’m away on a business trip then.<br />
■ Will the new system <strong>be</strong> up and running as planned?<br />
■ I’m afraid it’s taking a little longer than we originally<br />
thought.<br />
With the phrase “I’m afraid”, you can soften the effect<br />
of a neg<strong>at</strong>ive answer. The implic<strong>at</strong>ion is th<strong>at</strong> the<br />
“no” is not meant personally and th<strong>at</strong>, in other circumstances,<br />
it would have <strong>be</strong>en a “yes”.<br />
To soften the “no” even further, you might add an<br />
altern<strong>at</strong>ive solution <strong>to</strong> the problem:<br />
■ Can you come <strong>to</strong> the meeting on Thursday?<br />
■ I’m afraid not. I’m away on a business trip then. Shall<br />
I see if someone else from my team can come instead?<br />
Sometimes, you actually want <strong>to</strong> emphasize your neg<strong>at</strong>ive<br />
response. Then, all you need <strong>to</strong> do is say no, but<br />
add the phrase “I’m afraid not” <strong>to</strong> make the response<br />
more polite:<br />
■ Will the new system <strong>be</strong> up and running as planned?<br />
■ No, I’m afraid not. It’s taking a little longer than we<br />
originally thought.<br />
2. <strong>How</strong> can I use email <strong>to</strong> instruct someone politely?<br />
You can do this by correctly positioning the word<br />
“please” in your instruction. Let’s look <strong>at</strong> three examples<br />
and see the difference in meaning <strong>be</strong>tween them:<br />
■ Could you send the report by Friday, please?<br />
When you put “please” <strong>at</strong> the end of the sentence, this<br />
is a polite request — not an instruction or an order.<br />
■ Please, could you send the report by Friday?<br />
“Please” <strong>at</strong> the start of a sentence is generally seen as<br />
an order. But, when speaking, your <strong>to</strong>ne of voice can<br />
make it in<strong>to</strong> a request.<br />
■ Could you please send the report by Friday?<br />
This is the clearest way of showing th<strong>at</strong> the sentence<br />
is a polite instruction or order. In an email, I would use<br />
this sentence construction.<br />
3. <strong>How</strong> can I signal disagreement in a meeting?<br />
There are certain words and phrases th<strong>at</strong> you can use<br />
<strong>to</strong> signal disagreement politely. Putting one of these<br />
phrases <strong>at</strong> the start of a sentence acts like a flashing red<br />
light, warning the listeners th<strong>at</strong> disagreement will follow.<br />
Some of the most common words and phrases<br />
used in this way are “actually”, “<strong>to</strong> <strong>be</strong> honest”, “in<br />
fact” and “as a m<strong>at</strong>ter of fact”. Here are some examples<br />
of how they are used:<br />
appoint sb. sth. [E(pOInt]<br />
consultancy [kEn(sVltEnsi]<br />
emphasize sth. [(emfEsaIz]<br />
flash [flÄS]<br />
follow sth. up with sth.<br />
[)fQlEU (Vp wID]<br />
frankly speaking [)frÄNkli (spi:kIN]<br />
head of finance [)hed Ev (faInÄns]<br />
implic<strong>at</strong>ion [)ImplI(keIS&n]<br />
in other circumstances<br />
[In )VDE (s§:kEmstÄnsIz]<br />
offend sb. [E(fend]<br />
order book [(O:dE bUk]<br />
phrase [freIz]<br />
put it bluntly: <strong>to</strong> ~ [)pUt It (blVntli]<br />
refusal [ri(fju:z&l]<br />
up and running: <strong>be</strong> ~<br />
[)Vp En (rVnIN]<br />
jmdn. zu etw. ernennen<br />
Ber<strong>at</strong>ungsfirma<br />
etw. unterstreichen<br />
blinken<br />
etw. auf etw. folgen lassen<br />
offen gesagt<br />
Finanzchef(in)<br />
Implik<strong>at</strong>ion, Folgerung<br />
unter anderen Gege<strong>be</strong>nheiten<br />
jmdn. verletzen, vor den<br />
Kopf s<strong>to</strong>ßen<br />
Auftragsbuch<br />
Ausdruck, Wendung<br />
um es ganz offen zu sagen<br />
Ablehnung<br />
in Betrieb sein<br />
■ I propose we invest in the equipment immedi<strong>at</strong>ely.<br />
■ To <strong>be</strong> honest, I think we should wait until our order<br />
books are fuller.<br />
■ Are we agreed th<strong>at</strong> Mark <strong>be</strong> appointed head of finance?<br />
■ Actually, I think th<strong>at</strong> Sarah would <strong>be</strong> the <strong>be</strong>tter choice.<br />
If you want <strong>to</strong> signal strong disagreement, you could<br />
use one of the following phrases: “frankly speaking”<br />
or “<strong>to</strong> put it bluntly”.<br />
■BS<br />
KEN TAYLOR is the direc<strong>to</strong>r of Taylor Consultancy<br />
Ltd, an intern<strong>at</strong>ional communic<strong>at</strong>ion consultancy in<br />
London, and the author of 50 Ways <strong>to</strong> Improve Your<br />
Telephoning and Teleconferencing Skills (Summer<strong>to</strong>wn).<br />
Contact: KTaylor868@aol.com<br />
36 www.business-spotlight.de 5/2013
Say it correctly: some tips for<br />
pronouncing long words<br />
SAY IT IN STYLE BUSINESS SKILLS ■<br />
Syllable stress in<br />
long words<br />
Bei vielsilbigen Wörtern ist es nicht immer ganz einfach zu<br />
wissen, welche Sil<strong>be</strong> am stärksten <strong>be</strong><strong>to</strong>nt wird. Zum Glück<br />
gibt es Regeln, wie ANNA HOCHSIEDER erklärt. medium<br />
Coms<strong>to</strong>ck<br />
With long words, it is often difficult <strong>to</strong> know where <strong>to</strong><br />
place the stress. Read the following paragraph aloud,<br />
paying particular <strong>at</strong>tention <strong>to</strong> the words in bold:<br />
■ James went in<strong>to</strong> politics <strong>at</strong> the age of 20. He’s a real<br />
political animal. He says th<strong>at</strong> <strong>be</strong>ing a politician is a<br />
<strong>to</strong>ugh job, but it’s the only career he has ever considered.<br />
Which syllable carries the main stress in each of the three<br />
words in bold? If you pronounced the words correctly, you<br />
may have noticed th<strong>at</strong> the syllable with the main stress is<br />
a different one in each case:<br />
■ politics [(pQlEtIks] – political [pE(lItIk&l] – politician<br />
[)pQlE(tIS&n]<br />
Such stress shift is quite common in multisyllabic words of<br />
Greek or L<strong>at</strong>in origin. Here are some more examples of<br />
words from the same word family with shifting syllable<br />
stress:<br />
■ n<strong>at</strong>ional – n<strong>at</strong>ionality – n<strong>at</strong>ionaliz<strong>at</strong>ion<br />
■ pho<strong>to</strong>graph – pho<strong>to</strong>grapher – pho<strong>to</strong>graphic<br />
■ diplom<strong>at</strong> – diplomacy – diplom<strong>at</strong>ic<br />
Note th<strong>at</strong> the vowel sound can also change when the syllable<br />
stress shifts:<br />
■ pho<strong>to</strong>graph [(fEUtEgrA:f] – pho<strong>to</strong>grapher [fE(tQgrEfE] –<br />
pho<strong>to</strong>graphic [)fEUtE(grÄfIk]<br />
Here are some more examples with particularly noticeable<br />
changes in vowel sounds:<br />
■ major [(meIdZE] – majority [mE(dZQrEti]<br />
■ mobile [(mEUbaI&l] – mobility [mEU(bIlEti]<br />
<strong>How</strong> do you know which syllable in a long word carries<br />
the main stress? Here are four useful rules <strong>to</strong> remem<strong>be</strong>r:<br />
1. Words th<strong>at</strong> end in -ion, -ian or -ic have the main stress<br />
on the syllable <strong>be</strong>fore the last one:<br />
■ educ<strong>at</strong>ion, technician, specific<br />
2. Words ending in -ical have the same stressed syllable as<br />
words ending in -ic:<br />
■ economic – economical<br />
■ his<strong>to</strong>ric – his<strong>to</strong>rical<br />
3. Multisyllabic words th<strong>at</strong> end in -y have the main stress<br />
two syllables <strong>be</strong>fore the last one:<br />
■ possibility, reality, sociology, economy, pho<strong>to</strong>graphy<br />
4. Words for the people who <strong>work</strong> in a particular field often<br />
have the same stress p<strong>at</strong>tern as the rel<strong>at</strong>ed word ending<br />
in -y:<br />
■ biology – biologist<br />
■ geography – geographer<br />
If you remem<strong>be</strong>r these rules, you should <strong>be</strong> able <strong>to</strong> read the<br />
following sentences aloud without any problems:<br />
■ Philosophical thinking is critical thinking — and nobody<br />
will deny the importance of <strong>be</strong>ing able <strong>to</strong> think<br />
critically. Philosophy is the oldest academic subject<br />
and is taught <strong>at</strong> most universities. Nevertheless,<br />
career opportunities for philosophers are limited. ■BS<br />
Practise your pronunci<strong>at</strong>ion on <strong>Business</strong> <strong>Spotlight</strong> Audio<br />
www Learn more phrases <strong>at</strong> www.business-spotlight.de/skills<br />
academic subject<br />
[ÄkE)demIk (sVbdZekt]<br />
animal: political ~<br />
[(ÄnIm&l] ifml.<br />
deny sth. [di(naI]<br />
in bold [In (bEUld]<br />
p<strong>at</strong>tern [(pÄt&n]<br />
pronounce [prE(naUns]<br />
shift [SIft]<br />
stress (sth.) [stres]<br />
syllable [(sIlEb&l]<br />
vowel [(vaUEl]<br />
Studienfach<br />
Person, die ein starkes Interesse<br />
an politischen Themen h<strong>at</strong><br />
etw. leugnen<br />
fettgedruckt<br />
Muster<br />
etw. aussprechen<br />
Verschiebung; sich verschie<strong>be</strong>n<br />
Be<strong>to</strong>nung; etw. <strong>be</strong><strong>to</strong>nen<br />
Sil<strong>be</strong><br />
Vokal<br />
ANNA HOCHSIEDER is a Munich-based teacher of<br />
English as a Second Language who writes on language<br />
issues in <strong>Spotlight</strong> and <strong>Business</strong> <strong>Spotlight</strong>.<br />
Contact: a.hochsieder@googlemail.com<br />
5/2013<br />
www.business-spotlight.de 37
Human and machine:<br />
specialists keep<br />
the systems going<br />
Get with the<br />
Ein Ar<strong>be</strong>itspl<strong>at</strong>z ohne Computer? Heute fast undenkbar! A<strong>be</strong>r können Sie auch <strong>be</strong>i den<br />
englischen Fach<strong>be</strong>griffen für Hardware und Software mithalten? Mit den Übungen von<br />
CAROL SCHEUNEMANN und HILDEGARD RUDOLPH testen Sie Ihr Wissen.<br />
all levels<br />
Digital Vision
iS<strong>to</strong>ckpho<strong>to</strong><br />
INFORMATION TECHNOLOGY LANGUAGE TEST n<br />
THE SITUATION:<br />
Deepak Vajpayee is a software<br />
developer from New<br />
Delhi, India. He’s <strong>be</strong>en hired<br />
<strong>to</strong> <strong>work</strong> for BerlinerShop, a<br />
webshop for souvenirs from<br />
Berlin. Because Deepak<br />
doesn’t speak much German,<br />
he and his colleagues communic<strong>at</strong>e<br />
in English. We’ll<br />
accompany him on his first<br />
day <strong>at</strong> <strong>work</strong>.<br />
1.<br />
Starting with hardware (10 points)<br />
Deepak goes through some computer basics in English with the receptionist,<br />
Ruth Bach. Choose words from the box <strong>to</strong> complete the sentences.<br />
cord n drive n hardware n keyboard n keys n moni<strong>to</strong>r n mouse<br />
n ports n printer n <strong>to</strong>uchpad<br />
The a) ________ of a computer includes parts th<strong>at</strong> you can <strong>to</strong>uch, such as the<br />
display, or b) ________. You enter letters by pressing the c) ________ on the<br />
d) ________. To open a drop-down menu, use the e) ________ or, on a lap<strong>to</strong>p,<br />
the f) ________. Connect external devices, such as a scanner or g) ________,<br />
by using the h) ________. Software programs are installed on the computer’s<br />
i) hard ________. And electricity gets <strong>to</strong> the computer through a j) ________.<br />
easy<br />
2. Dealing with documents (12 points)<br />
easy<br />
Ruth needs help using the word-processing program. Choose the correct verbs <strong>to</strong> complete the sentences.<br />
Ruth:<br />
Deepak:<br />
Ruth:<br />
Deepak:<br />
Ruth:<br />
Deepak, could you help me <strong>to</strong> a) cre<strong>at</strong>e / form<strong>at</strong> a new file?<br />
Yes, of course. First b) open / edit your list of documents in the <strong>to</strong>olbar. Then c) switch / click on “file”<br />
and d) roll down / scroll down <strong>to</strong> “new”. e) Write / Delete the name of the file in this box, then press<br />
the f) enter / erase key. This will g) save / s<strong>to</strong>re the file.<br />
OK. <strong>How</strong> can I h) cut and paste / save and quit text?<br />
First, i) merge / mark the section you want <strong>to</strong> j) hide / remove, hold the CTRL and X keys and move<br />
the cursor <strong>to</strong> the place where the text should go. k) Insert / Download the text with CTRL and V.<br />
Oops! Th<strong>at</strong> was the wrong section! Can I l) shortcut / undo it?<br />
3. Working on websites (12 points)<br />
medium<br />
Deepak is talking about the company website during a meeting with the marketing team. Unscramble the<br />
words <strong>to</strong> complete the text.<br />
Deepak: Our tests show the site <strong>work</strong>s with every a) ________ (werrobs) and th<strong>at</strong> people find us with any<br />
b) search ________ (gineen). We have <strong>to</strong> inform website users th<strong>at</strong> we put c) ________ (oskicoe) on their<br />
computers, but then we can measure the activity, or d) ________ (f<strong>at</strong>cirf), such as the num<strong>be</strong>r of e) ________<br />
(sitvis) — people coming <strong>to</strong> the site — and the f) ________ (apeg) views. We empty the g) ________ (chaec),<br />
th<strong>at</strong> is, the memory, every hour, so the site h) ________ (oslad) quickly. We use i) open- ________ (userco)<br />
software and free HTML j) ________ (deco), so our costs are low. Users can k) ________ (sopt) images or<br />
videos, and we can l) ________ (tresma) these <strong>to</strong> transfer quickly. Any questions so far?<br />
4<br />
4<br />
5/2013<br />
www.business-spotlight.de 39
n LANGUAGE TEST INFORMATION TECHNOLOGY<br />
4. Using software (9 points)<br />
medium<br />
Deepak is talking <strong>to</strong> Ralf Herzog, a marketing assistant. Combine one word from each box <strong>to</strong> cre<strong>at</strong>e terms<br />
for the services and applic<strong>at</strong>ions they are referring <strong>to</strong>.<br />
Ingram Publishing<br />
document<br />
online<br />
programming<br />
social<br />
user<br />
voice<br />
web<br />
wireless<br />
word<br />
banking<br />
connection<br />
experience<br />
language<br />
management<br />
media<br />
processing<br />
recognition<br />
research<br />
a) ________ ________ Ralf: “I’ll transfer the money for the new software.”<br />
b) ________ ________ Deepak: “You might want <strong>to</strong> move your financial records<br />
<strong>to</strong> a cloud service.”<br />
c) ________ ________ Ralf: “Before we do anything else, I have <strong>to</strong> make<br />
changes <strong>to</strong> this text file.”<br />
d) ________ ________ Ralf: “I just talk — the software understands me.”<br />
e) ________ ________ Deepak: “Do we have a hotspot in the office?”<br />
f) ________ ________ Ralf: “Yes. Oh, look! We have 1,000 followers.”<br />
g) ________ ________ Deepak: “I think it’s important <strong>to</strong> look system<strong>at</strong>ically<br />
for inform<strong>at</strong>ion on our rivals as well.”<br />
h) ________ ________ Ralf: “By the way, I find our site a bit difficult <strong>to</strong><br />
navig<strong>at</strong>e.”<br />
i) ________ ________ Deepak: “Well, I can make it more interactive with<br />
JavaScript.”<br />
5. Going mobile (9 points)<br />
medium<br />
BerlinerShop is <strong>work</strong>ing on bringing its services <strong>to</strong> cus<strong>to</strong>mers on the go. Deepak is reading a report on this<br />
trend. Fill in the missing vowels <strong>to</strong> complete the terms in bold.<br />
A study by TechBest Consultancy has shown th<strong>at</strong> the use of a) sm_rtph_n_s such as the iPhone and Samsung<br />
Galaxy, as well as of the slightly larger b) t_bl_ts, is expected <strong>to</strong> grow <strong>at</strong> a r<strong>at</strong>e of 75 per cent by 2016. In fact,<br />
c) m_b_l_ _cc_ss — internet on the go — is encouraging business development by allowing companies <strong>to</strong> reach<br />
their cus<strong>to</strong>mers anywhere. The fl<strong>at</strong>, interactive surface of a d) t_ _ch scr_ _n encourages immedi<strong>at</strong>e reactions,<br />
and firms can present their logos as background images, or as e) w_llp_p_r. Cre<strong>at</strong>ing f) _pps has also <strong>be</strong>come<br />
more efficient, as these can <strong>be</strong> viewed across g) m_lt_pl_ d_v_c_s, in other words, on different pieces of electronic<br />
equipment. Various oper<strong>at</strong>ing systems, or h) pl_tf_rms, on the market allow companies <strong>to</strong> save d<strong>at</strong>a on<br />
web-based i) cl_ _d s_rv_c_s, <strong>to</strong>o. This helps <strong>to</strong> reduce the necessary IT investment.<br />
40 www.business-spotlight.de 5/2013
6. Avoiding trouble (8 points)<br />
advanced<br />
Hacking and viruses can cause big problems, but Deepak makes sure the computers are protected. For each<br />
description, choose the correct term.<br />
THREATS<br />
a) Using copies of popular websites <strong>to</strong> illegally g<strong>at</strong>her user<br />
d<strong>at</strong>a.<br />
1. troubleshooting 2. pharming<br />
b) Destructive code hidden in a seemingly harmless program.<br />
1. Trojan horse 2. scam<br />
c) A program th<strong>at</strong> sends user d<strong>at</strong>a <strong>to</strong> a third party without<br />
permission.<br />
1. security breach 2. spyware<br />
d) Recording the letters and num<strong>be</strong>rs written by users.<br />
1. keylogging 2. credentials<br />
PROTECTION<br />
e) A security copy of texts or inform<strong>at</strong>ion.<br />
1. backup 2. p<strong>at</strong>ch<br />
f) A type of filter th<strong>at</strong> analyses incoming and<br />
outgoing traffic.<br />
1. firewall 2. glitch<br />
g) Transl<strong>at</strong>ion of messages in<strong>to</strong> a secret code.<br />
1. geek 2. encryption<br />
h) A program th<strong>at</strong> protects systems against<br />
harmful code.<br />
1. antivirus software 2. authentic<strong>at</strong>ion<br />
ANSWERS<br />
Get with the program(me) US ifml. =<br />
tun, was zu tun ist; program = Software<br />
1. Starting with hardware<br />
a) hardware<br />
b) moni<strong>to</strong>r = Bildschirm<br />
c) keys = Tasten<br />
d) keyboard = Tast<strong>at</strong>ur<br />
e) mouse<br />
f) <strong>to</strong>uchpad = Tastfeld<br />
g) printer = Drucker<br />
h) ports = Anschlüsse<br />
i) drive (hard drive = Festpl<strong>at</strong>te)<br />
j) cord = (Strom-)Ka<strong>be</strong>l<br />
2. Dealing with documents<br />
a) cre<strong>at</strong>e = einrichten<br />
b) open<br />
c) click<br />
d) scroll down<br />
e) Write<br />
f) enter (enter key = Einga<strong>be</strong>taste)<br />
g) save = sichern, speichern<br />
h) cut and paste = ausschneiden und<br />
einfügen<br />
i) mark<br />
j) remove<br />
k) Insert = einfügen<br />
l) undo = rückgängig machen<br />
3. Working on websites<br />
a) browser<br />
b) engine (search engine = Suchmaschine)<br />
c) cookies<br />
d) traffic = D<strong>at</strong>enaufkommen<br />
e) visits = Seitenaufrufe<br />
f) page (page view = Seitenabruf)<br />
g) cache = Zwischenspeicher<br />
h) loads (load = laden)<br />
i) source (open-source software = Software<br />
mit offenem Quellcode)<br />
j) code<br />
k) post = online stellen<br />
l) stream sth. = etw. in Echtzeit<br />
wiederge<strong>be</strong>n<br />
4. Using software<br />
a) online banking<br />
b) document management<br />
c) word processing = Textverar<strong>be</strong>itung<br />
d) voice recognition = Spracherkennung<br />
e) wireless connection = Funkverbindung,<br />
Wi-Fi/WLAN<br />
f) social media<br />
g) web research = Inernetrecherche<br />
h) user experience (UX) = Nutzungserlebnis<br />
i) programming language<br />
5. Going mobile<br />
a) smartphones<br />
b) tablets<br />
c) mobile access = mobiler Zugang<br />
d) <strong>to</strong>uch screen<br />
e) wallpaper = Hintergrundbild<br />
f) apps<br />
g) multiple devices = verschiedene<br />
Geräte<br />
h) pl<strong>at</strong>forms = Betriebssysteme<br />
i) cloud services = webbasierte Dienstleistungen<br />
6. Avoiding trouble<br />
a–2 pharming = Pharming (lenkt den<br />
Benutzer auf gefälschte Websites)<br />
b–2 Trojan horse = Trojaner (Programm,<br />
das im Hintergrund eine illegale<br />
Aktivität ausführt)<br />
c–2 spyware = Spyware (Software, die<br />
D<strong>at</strong>en des Benutzers an Dritte<br />
weiterleitet)<br />
d–1 keylogging = Pro<strong>to</strong>kollieren von<br />
Einga<strong>be</strong>n des Benutzers<br />
e–1 backup = D<strong>at</strong>ensicherung<br />
f–1 firewall = Firewall (Schutzprogramm)<br />
g–2 encryption = Verschlüsselung<br />
h–1 antivirus software = Antivirensoftware<br />
<strong>How</strong> did you do?<br />
51–60 points Excellent! You speak “geek”, and<br />
you are fluent in IT terms and trends.<br />
41–50 Very good! You understand tech talk and<br />
you can use most IT expressions.<br />
31–40 Good! You can converse on IT subjects with<br />
basic vocabulary.<br />
30 points or fewer Nice try! To learn more IT terminology,<br />
see the box “For more inform<strong>at</strong>ion”.<br />
For more inform<strong>at</strong>ion<br />
VOCABULARY GUIDE<br />
n Skill Up! no. 4 (<strong>Business</strong> <strong>Spotlight</strong> 5/2010)<br />
ARTICLES<br />
Technology: Language Focus<br />
n “Identity Management”, <strong>Business</strong> <strong>Spotlight</strong> 4/2012,<br />
pp. 70–71<br />
n “Smartphones”, <strong>Business</strong> <strong>Spotlight</strong> 3/2011, pp. 70–71<br />
n “Websites”, <strong>Business</strong> <strong>Spotlight</strong> 4/2008, pp. 78–79<br />
Do an exercise on this <strong>to</strong>pic on <strong>Business</strong> <strong>Spotlight</strong> Audio<br />
Learn more phrases <strong>at</strong> www.business-spotlight.de/skills<br />
www<br />
CAROL SCHEUNEMANN is a writer and edi<strong>to</strong>r <strong>at</strong><br />
<strong>Business</strong> <strong>Spotlight</strong>. She is also responsible for<br />
<strong>Business</strong> <strong>Spotlight</strong> Audio.<br />
Contact: c.scheunemann@spotlight-verlag.de<br />
HILDEGARD RUDOLPH is a certified transl<strong>at</strong>or and<br />
a freelance edi<strong>to</strong>r, teacher and book author.<br />
Contact: bs.lek<strong>to</strong>r<strong>at</strong>@spotlight-verlag.de<br />
5/2013<br />
www.business-spotlight.de 41
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Die <strong>be</strong>sten Sprachprodukte für Ihr <strong>Business</strong>-Englisch, ausgewählt und<br />
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ENGLISH FOR IT<br />
EFFECTIVE INTERNATIONAL<br />
BUSINESS COMMUNICATION<br />
Die Zusammenar<strong>be</strong>it von Bob Dignen und dem Chefredakteur<br />
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sich! In 15 Kapiteln erläutern die Experten, wie Sie richtig<br />
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Das Buch ist in drei Teile aufgebaut. Jede Einheit verfügt<br />
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■ LANGUAGE VOCABULARY<br />
easy<br />
Physiotherapy<br />
In dieser Rubrik präsentieren wir nützliche Begriffe aus der<br />
Ar<strong>be</strong>its welt. Von CAROL SCHEUNEMANN<br />
1<br />
2<br />
19<br />
20<br />
3<br />
5<br />
17<br />
18<br />
4<br />
6<br />
16<br />
13<br />
8<br />
7<br />
14<br />
12<br />
10<br />
9<br />
15<br />
11<br />
Ken Raut<br />
1. physiotherapy [)fIziEU(TerEpi], Physiotherapie,<br />
physical therapy (PT)<br />
Krankengymnastik<br />
[)fIzIk&l (TerEpi] US<br />
2. sling table Schlingentisch<br />
3. wall bars Sprossenwand<br />
4. physiotherapist [)fIziEU(TerEpIst], Physiotherapeut(in),<br />
physical therapist US<br />
Krankengymnast(in)<br />
5. exercises [(eksEsaIzIz] Übungen<br />
6. tre<strong>at</strong> sb. jmdn. <strong>be</strong>handeln<br />
7. stretch sth. etw. dehnen<br />
8. joint [dZOInt] Gelenk<br />
9. knee roll [(ni: rEUl] Knierolle<br />
10. therapy <strong>be</strong>nch [(TerEpi <strong>be</strong>ntS] Behandlungsbank<br />
11. height-adjustable höhenverstellbar<br />
[(haIt E)dZVstEb&l],<br />
adjustable in height<br />
12. gym m<strong>at</strong> [(dZIm mÄt] Gymnastikm<strong>at</strong>te<br />
13. stability ball [stE(bIlEti bO:l], Gymnastik-, Pezziexercise<br />
ball<br />
ball<br />
14. Thera-Band® [(TerE bÄnd], Thera-, Fitness-,<br />
exercise band, tubing [(tju:bIN] Streckband<br />
15. weight, dumb-<strong>be</strong>ll [(dVm <strong>be</strong>l] Hantel<br />
16. electrical stimul<strong>at</strong>ion Reizstrom<br />
17. therapy modality Modalität, Art (der<br />
[(TerEpi mEU)dÄlEti]<br />
Therapie)<br />
18. ultrasound [(VltrEsaUnd], Ultraschall(gerät)<br />
ultrasonic device<br />
[VltrE)sQnIk di(vaIs]<br />
19. spine [spaIn] Wir<strong>be</strong>lsäule<br />
20. disc Bandschei<strong>be</strong><br />
Exercise: Health in motion<br />
Complete the sentences with words from the list.<br />
Claire suffers from pain in her lower back and<br />
hips. Her orthopaedic doc<strong>to</strong>r recommended<br />
a) __________, and she now goes <strong>to</strong> a(n) b) __________<br />
once a week. First, she lies down on a(n)<br />
c) __________, which is d) __________, so it can <strong>be</strong><br />
raised or lowered. Various types of tre<strong>at</strong>ment, or<br />
e) __________, are possible. The therapist uses<br />
f) __________ therapy, which sends an electric current<br />
through the affected body part. Claire learns a variety<br />
of g) __________ she can do, so th<strong>at</strong> her h) __________<br />
<strong>be</strong>comes more flexible. For these, she lies down on<br />
a(n) i) __________ on the floor. To j) __________ the<br />
muscles in her back, Claire hangs from k) __________<br />
or is fixed <strong>to</strong> a(n) l) __________ table. To strengthen<br />
the muscles in her arms, she uses m) __________.<br />
Answers on page 62<br />
plus For exercises on this <strong>to</strong>pic, see <strong>Business</strong> <strong>Spotlight</strong> plus<br />
44 www.business-spotlight.de 5/2013
medium<br />
GRAMMAR AT WORK LANGUAGE ■<br />
Comparing options<br />
Im Ar<strong>be</strong>itsle<strong>be</strong>n werden tagtäglich verschiedene Möglichkeiten diskutiert und miteinander<br />
verglichen. ANNA HOCHSIEDER erläutert die dazu <strong>be</strong>nötigte Gramm<strong>at</strong>ik.<br />
Jennifer, head of human resources <strong>at</strong> a large bank, and Paul,<br />
head of the public rel<strong>at</strong>ions department, are talking about<br />
three applicants for the position of PR assistant.<br />
Comparing candid<strong>at</strong>es<br />
Jennifer: Carmen is younger and slightly less experienced<br />
than the other two candid<strong>at</strong>es, but<br />
she has by far the <strong>be</strong>st language skills. Her<br />
Spanish is perfect, and her French is also<br />
much <strong>be</strong>tter than Jonah’s or Helen’s.<br />
Paul: True, but her English is not as good as a n<strong>at</strong>ive<br />
speaker’s. And she’s never <strong>work</strong>ed in<br />
banking. Jonah is the most experienced of<br />
the three in th<strong>at</strong> respect. Then again, he’s<br />
not quite as confident as the other two. Carmen,<br />
on the other hand, is extremely selfassured,<br />
isn’t she?<br />
Jennifer:<br />
Paul:<br />
Jennifer:<br />
Exercise<br />
Yes, she certainly is. Helen came across as<br />
the friendliest, I thought, whereas Jonah<br />
didn’t really say much. He’s a lot shyer than<br />
the two women.<br />
Hmm… He seems very conscientious,<br />
though — much more so than Helen. I got<br />
the impression th<strong>at</strong> she’s a bit disorganized.<br />
Oh, she was just nervous. But Carmen definitely<br />
seems far more organized. And her<br />
whole appearance was impeccable. She was<br />
certainly the <strong>be</strong>st-dressed candid<strong>at</strong>e!<br />
Complete the sentences with the prompts in the brackets<br />
and any other necessary words.<br />
a) Helen is not _________________________________<br />
___________ Carmen. (organized)<br />
b) Carmen is ____________________________________<br />
the other two candid<strong>at</strong>es. (well-dressed)<br />
c) Jonah is _____________________________________<br />
either Carmen or Helen. (experienced)<br />
d) But he seems <strong>to</strong> <strong>be</strong> __________________________<br />
___________ of the three. (confident)<br />
Answers on page 62<br />
Explan<strong>at</strong>ions<br />
1. To compare options, we typically use the compar<strong>at</strong>ive<br />
and superl<strong>at</strong>ive forms of adjectives. Most one-syllable<br />
and some two-syllable adjectives add -er and -est. Remem<strong>be</strong>r<br />
these spelling changes:<br />
■ With one-syllable adjectives ending in a vowel and a<br />
consonant, you double the consonant: hot – hotter –<br />
the hottest.<br />
■ With adjectives ending in -e, you add only -r and -st:<br />
nice – nicer – the nicest.<br />
■ With two-syllable adjectives ending in -y, this<br />
<strong>be</strong>comes -ier or -iest: easy – easier – the easiest.<br />
2. With longer adjectives, we use more and the most:<br />
organized – more organized – the most organized.<br />
3. A few adjectives are irregular, for example: good –<br />
<strong>be</strong>tter – the <strong>be</strong>st and bad – worse – the worst.<br />
4. When compound adjectives consist of an adverb and an<br />
adjective, the first part of the compound is changed:<br />
well-dressed – <strong>be</strong>tter-dressed – the <strong>be</strong>st-dressed.<br />
5. You can also make comparisons with less and the least:<br />
she’s less experienced – he’s the least confident.<br />
6. Use than with things th<strong>at</strong> are different and as with<br />
things th<strong>at</strong> are equal: <strong>be</strong>tter than, as good as.<br />
7. Comparisons can <strong>be</strong> modified by using much, a lot,<br />
far, slightly or a bit, and superl<strong>at</strong>ives formed by adding<br />
by far: much <strong>be</strong>tter than, far more organized, slightly<br />
less experienced, by far the <strong>be</strong>st.<br />
8. Neg<strong>at</strong>ive comparisons can <strong>be</strong> modified with quite as<br />
or nearly as: not quite as confident as, not nearly as<br />
experienced as.<br />
9. The word so in the expression much more so allows<br />
Paul <strong>to</strong> avoid repe<strong>at</strong>ing an adjective: “Jonah seems very<br />
conscientious, though — much more so than Helen.”<br />
10. Contrasting conjunctions such as whereas, but and<br />
though are often used when comparing different options.<br />
Other possible expressions include True, but…,<br />
Then again,… and on the other hand.<br />
Do an exercise on this <strong>to</strong>pic on <strong>Business</strong> <strong>Spotlight</strong> Audio<br />
plus Find rel<strong>at</strong>ed exercises in <strong>Business</strong> <strong>Spotlight</strong> plus<br />
www More exercises <strong>at</strong> www.business-spotlight.de/grammar<br />
ANNA HOCHSIEDER is a Munich-based teacher of<br />
English as a Second Language who writes on language<br />
issues in <strong>Spotlight</strong> and <strong>Business</strong> <strong>Spotlight</strong>.<br />
Contact: a.hochsieder@googlemail.com<br />
■BS<br />
5/2013<br />
www.business-spotlight.de 45
n LANGUAGE EASY ENGLISH<br />
Upd<strong>at</strong>ing your<br />
project team:<br />
<strong>be</strong> as clear as<br />
possible<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
Presenting a<br />
project upd<strong>at</strong>e<br />
Bei intern<strong>at</strong>ionalen Projekten hängt vieles davon ab, wie gut die Einzelnen zusammenar<strong>be</strong>iten und<br />
wie genau ein jeder ü<strong>be</strong>r den Fortschritt der anderen informiert wurde. MIKE HOGAN zeigt, mit welchen<br />
Wendungen wichtige Inform<strong>at</strong>ionen weitergege<strong>be</strong>n werden können.<br />
Working on intern<strong>at</strong>ional projects is now an important<br />
part of many people’s <strong>work</strong>ing lives. To <strong>be</strong> successful,<br />
you need not only <strong>to</strong> do your job well but also <strong>to</strong> communic<strong>at</strong>e<br />
effectively within your team. A key skill is giving<br />
upd<strong>at</strong>es <strong>to</strong> other project mem<strong>be</strong>rs and the team leader about<br />
the progress you are making.<br />
We often think of business present<strong>at</strong>ions as <strong>be</strong>ing large,<br />
long and formal events. But a simple informal upd<strong>at</strong>e is also<br />
a form of present<strong>at</strong>ion and it needs <strong>to</strong> <strong>be</strong> done clearly, efficiently<br />
and professionally.<br />
1. Giving a project upd<strong>at</strong>e<br />
Read the dialogue <strong>be</strong>low and think about the answers <strong>to</strong> these<br />
questions:<br />
n Wh<strong>at</strong> are the issues th<strong>at</strong> Manfred is having now?<br />
n Which question had he prepared for?<br />
n Wh<strong>at</strong> had he not anticip<strong>at</strong>ed and how did he deal with it?<br />
Samantha: Manfred, could you tell us about wh<strong>at</strong>’s happening<br />
on your side of the project?<br />
Manfred: Sure. Well, as I said in the last meeting, we’ve had<br />
some difficulties with the new product-ordering system.<br />
Since then, there’s <strong>be</strong>en an increase in the num<strong>be</strong>r of false<br />
orders and this has <strong>be</strong>en causing problems for the disp<strong>at</strong>ch<br />
module. This graph here shows the rel<strong>at</strong>ionship <strong>be</strong>tween<br />
the true orders and the orders logged by the system. Anyway,<br />
the next thing I’d like <strong>to</strong> tell you about is…<br />
Jon: Wait a minute. Didn’t you say in the last meeting th<strong>at</strong><br />
you’d already fixed the problems with the produc<strong>to</strong>rdering<br />
system?<br />
Manfred: Ah, I thought you might ask th<strong>at</strong>. Yes, we’ve already<br />
fixed the problems we were having last month, but since<br />
we linked the order system <strong>to</strong> the disp<strong>at</strong>ch module, some<br />
new issues have arisen. We’re <strong>work</strong>ing on a solution <strong>at</strong> the<br />
moment and think th<strong>at</strong> we’ll have it fixed in a week or two.<br />
As you can see on this graph, the num<strong>be</strong>r of false orders has<br />
started <strong>to</strong> fall again. So, in summary, we’ve had some new<br />
issues, but we hope <strong>to</strong> solve them <strong>be</strong>fore our next meeting.<br />
Gitta: OK, thanks. But does th<strong>at</strong> mean I can’t start on my part<br />
of phase two until you get the problems solved?<br />
Manfred: Oh, I’m not sure about th<strong>at</strong>, Gitta. I’ll send a message<br />
<strong>to</strong> our tech guys asking them about how this will<br />
affect you. I’ll get back <strong>to</strong> you when I have an answer.<br />
affect sb./sth. [E(fekt]<br />
anticip<strong>at</strong>e sth. [Än(tIsIpeIt]<br />
disp<strong>at</strong>ch module [dI(spÄtS )mQdju:l]<br />
fix sth. [fIks]<br />
graph [grA:f]<br />
issue [(ISu:]<br />
link sth. <strong>to</strong> sth. [(lINk tu]<br />
log sth. [lQg]<br />
summary: in ~ [(sVmEri]<br />
tech guy [(tek gaI] ifml.<br />
upd<strong>at</strong>e: give sb. an ~<br />
[(VpdeIt]<br />
sich auf jmdn./etw. auswirken<br />
etw. vorhersehen, erwarten<br />
Versandmodul<br />
etw. <strong>be</strong>he<strong>be</strong>n<br />
grafische Darstellung,<br />
Diagramm<br />
hier: Problem<br />
etw. mit etw. verknüpfen<br />
etw. registrieren<br />
zusammengefasst<br />
Typ von der Technik<br />
jmdn. auf den aktuellen<br />
Stand bringen<br />
46 www.business-spotlight.de 5/2013
easy<br />
Is th<strong>at</strong> OK? Now, does anyone have any other questions <strong>be</strong>fore<br />
I move on <strong>to</strong> my next point?<br />
Samantha: OK. Thanks very much for the upd<strong>at</strong>e, Manfred.<br />
Keep us posted on th<strong>at</strong>. Wh<strong>at</strong> else did you want <strong>to</strong> say?<br />
Here are the answers <strong>to</strong> the three questions:<br />
n Manfred has had problems with the product-ordering<br />
system since it was linked <strong>to</strong> the disp<strong>at</strong>ch module.<br />
n Manfred was prepared when Jon said th<strong>at</strong> he thought the<br />
problems had already <strong>be</strong>en fixed <strong>be</strong>fore the last meeting.<br />
He was able <strong>to</strong> tell Jon about new issues th<strong>at</strong> had arisen.<br />
n Manfred wasn’t ready for Gitta’s question about how the<br />
new issues would affect her part of the project. He said he<br />
would have an answer for her l<strong>at</strong>er.<br />
2. Preparing <strong>to</strong> give an upd<strong>at</strong>e<br />
If you are going <strong>to</strong> use slides in your upd<strong>at</strong>e, you might want<br />
<strong>to</strong> email them <strong>to</strong> the team <strong>be</strong>fore the meeting so th<strong>at</strong> they can<br />
form their opinions and prepare some questions. Make sure<br />
the inform<strong>at</strong>ion is clearly structured, as it is new for others.<br />
And collect inform<strong>at</strong>ion <strong>to</strong> answer possible questions. Make<br />
a list of useful phrases.<br />
PROJECT UPDATE<br />
Prepar<strong>at</strong>ion<br />
n Send slides <strong>to</strong> others <strong>be</strong>fore the meeting.<br />
n Is the upd<strong>at</strong>e clearly structured?<br />
n Prepare answers <strong>to</strong> possible questions.<br />
Language<br />
n I’d like <strong>to</strong> give you an upd<strong>at</strong>e on…<br />
n As you can see on this slide/graph/chart,…<br />
3. Useful present<strong>at</strong>ion phrases<br />
a) Starting<br />
n I’d like <strong>to</strong> upd<strong>at</strong>e you on recent developments.<br />
n I’d like <strong>to</strong> spend a few minutes bringing you up <strong>to</strong> d<strong>at</strong>e on<br />
wh<strong>at</strong>’s happened since our last meeting.<br />
n As I said two weeks ago,…<br />
b) Moving <strong>to</strong> the next point<br />
n The next thing I’d like <strong>to</strong> tell you<br />
about is…<br />
n Now let’s move on <strong>to</strong>…<br />
n The next point is about…<br />
c) Talking about num<strong>be</strong>rs/trends often used instead.<br />
n As you can see on this slide/<br />
graph/chart,…<br />
n Please have a look <strong>at</strong> the d<strong>at</strong>a on this chart.<br />
n Notice the difference <strong>be</strong>tween the two sections A and B in<br />
this diagram.<br />
n This graph here shows the rel<strong>at</strong>ionship <strong>be</strong>tween…<br />
d) Summarizing<br />
n So, we’ve looked <strong>at</strong>…<br />
n To summarize, I think we need <strong>to</strong>…<br />
n So, in summary, we’ve had some new issues.<br />
e) Ending<br />
n So, th<strong>at</strong>’s the current situ<strong>at</strong>ion.<br />
n Th<strong>at</strong> brings us <strong>to</strong> the end of my present<strong>at</strong>ion/upd<strong>at</strong>e.<br />
f) Dealing with questions<br />
n Are there any questions?<br />
n Does anyone have any questions?<br />
TIP: “Problem” sounds<br />
neg<strong>at</strong>ive <strong>to</strong> many people.<br />
Th<strong>at</strong> is why the<br />
words “issue”, “diffi-<br />
culty” or “challenge” are<br />
GRAMMAR: the present perfect<br />
When giving upd<strong>at</strong>es, you can use the present perfect <strong>to</strong> say wh<strong>at</strong> you have or have not already done. This allows you<br />
<strong>to</strong> focus on the connection <strong>be</strong>tween the past activity and the present. Look <strong>at</strong> these examples from Manfred:<br />
n …we’ve had some difficulties with the new produc<strong>to</strong>rdering<br />
system.<br />
n There’s <strong>be</strong>en an increase in the num<strong>be</strong>r of false orders<br />
and this has <strong>be</strong>en causing problems for the disp<strong>at</strong>ch<br />
module.<br />
n Yes, we’ve already fixed the problems we were having<br />
last month, but since we linked the order system <strong>to</strong> the<br />
disp<strong>at</strong>ch module, some new issues have arisen.<br />
n As you can see on this graph, the num<strong>be</strong>r of false orders<br />
has started <strong>to</strong> fall again.<br />
nBS<br />
challenge [(tSÄlIndZ]<br />
chart [tSA:t]<br />
issue [(ISu:]<br />
keep sb. posted on sth.<br />
[)ki:p (pEUstId Qn]<br />
phrase [freIz]<br />
present perfect [)prez&nt (p§:fIkt]<br />
slide [slaId]<br />
summarize sth. [(sVmEraIz]<br />
Herausforderung;<br />
Schwierigkeit<br />
Ta<strong>be</strong>lle, Schaubild<br />
Angelegenheit; Problem<br />
jmdn. ü<strong>be</strong>r etw. auf dem<br />
Laufenden halten<br />
Formulierung<br />
Perfekt, vollendete Gegenwart<br />
Folie<br />
etw. zusammenfassen<br />
plus You can practise the language of project upd<strong>at</strong>es in our<br />
exercise booklet, <strong>Business</strong> <strong>Spotlight</strong> plus<br />
MIKE HOGAN is a communic<strong>at</strong>ion-skills trainer and<br />
head of training and development <strong>at</strong> the LTC Language<br />
Training Center (www.ltc-online.de). His public<strong>at</strong>ions<br />
include <strong>Business</strong> English for Beginners A1<br />
and A2 (Cornelsen). Contact: m.hogan@ltc-online.de<br />
5/2013<br />
www.business-spotlight.de 47
■ LANGUAGE WISE WORDS<br />
“We will all accept a white lie or a half-truth <strong>to</strong> make life<br />
easier — but nobody likes a barefaced lie”<br />
DEBORAH CAPRAS ON LANGUAGE IN THE NEWS<br />
Read my lips:<br />
no new taxes<br />
Politics,<br />
promises and lies<br />
H<strong>at</strong> nicht jeder von uns schon einmal gelogen? Und wie viele<br />
Wahlversprechen entpuppen sich nach der Wahl als reine Lüge?<br />
DEBORAH CAPRAS <strong>be</strong>schäftigt sich mit der sprachlichen Seite von<br />
Lügen, Missverständnissen und Halbwahrheiten.<br />
Corbis<br />
do you know if politicians are lying? — Their lips<br />
are moving.” It’s an old joke, but, as with most<br />
“<strong>How</strong><br />
jokes, it does have an element of truth. Of course,<br />
politicians won’t admit th<strong>at</strong> they <strong>to</strong>ld a lie. Instead, they “misspoke”<br />
or “misremem<strong>be</strong>red”. They’ll say th<strong>at</strong> their words were<br />
“misinterpreted” or th<strong>at</strong> they were “misquoted” — but never<br />
th<strong>at</strong> they “misled” or “misinformed” the voters, even when<br />
they’ve mis<strong>be</strong>haved.<br />
George H. W. Bush must have forgotten about the joke<br />
when he <strong>to</strong>ld voters <strong>to</strong> “read my lips”, and then slowly<br />
promised th<strong>at</strong> there would <strong>be</strong> “no new taxes”. Th<strong>at</strong> was back<br />
in 1988, when he was on the campaign trail for the US presidency.<br />
Many voters may have thought th<strong>at</strong> he was lying <strong>at</strong><br />
the time, but he still won the presidency — and then broke<br />
his promise two years l<strong>at</strong>er. He wasn’t voted in a second time.<br />
We all lie<br />
But everybody lies, don’t they? Children, lovers and employees<br />
— they all lie. Colleagues might lie <strong>to</strong> protect themselves<br />
(“Oh, I only just saw your email now”), <strong>to</strong> make themselves<br />
look more hard<strong>work</strong>ing than they really are (“I stayed up all<br />
night <strong>work</strong>ing on the report...”) or <strong>to</strong> avoid a conflict (“Your<br />
idea sounds interesting”). We will all accept a white lie or a<br />
half-truth <strong>to</strong> make life easier — but nobody likes a barefaced<br />
lie. “We’re against lying — and we’re covertly for it,” explains<br />
Pamela Meyer, a certified fraud examiner and author of the<br />
book Liespotting.<br />
With elections coming up in Germany, don’t you want <strong>to</strong><br />
know which politicians might keep their promises — and<br />
detect the deceptions? Popular TV shows such as The Mentalist<br />
or Lie <strong>to</strong> Me have taught us th<strong>at</strong> a raised eyebrow, a<br />
slight sneer or a lack of eye contact can <strong>be</strong>tray a liar. Is it<br />
really th<strong>at</strong> simple? In her book, Meyer writes th<strong>at</strong> accomplished<br />
liars actually look you straight in the eye. So which<br />
one is it? The politician looked away? He could <strong>be</strong> lying. He’s<br />
looking <strong>at</strong> you? He could <strong>be</strong> lying. Check again. If his lips are<br />
moving, he’s probably lying through his teeth.<br />
But seriously, you don’t want <strong>to</strong> vote for a liar, do you? So<br />
w<strong>at</strong>ch out for the politicians who smile <strong>to</strong>o much. According<br />
<strong>to</strong> psychologist Dr Paul Eckman, liars often give the game<br />
away by showing delight when they think they have duped<br />
accomplished [E(kVmplISt]<br />
barefaced [)<strong>be</strong>E(feIst]<br />
<strong>be</strong>tray sb. [bi(treI]<br />
campaign trail: <strong>be</strong> on the ~<br />
[kÄm(peIn )treI&l]<br />
covertly [(kVvEtli]<br />
deception [di(sepS&n]<br />
detect sth. [di(tekt]<br />
dupe sb. [dju:p]<br />
element of truth: an ~<br />
[)elImEnt Ev (tru:T]<br />
fraud [frO:d]<br />
give the game away<br />
[)gIv DE )geIm E(weI]<br />
liespotting [(laIspQtIN] non-stand.<br />
lie through one’s teeth<br />
[)laI Tru: wVnz (ti:T] ifml.<br />
misquote sb. [)mIs(kwEUt]<br />
sneer [snIE]<br />
white lie [)waIt (laI]<br />
versiert<br />
schamlos, dreist<br />
jmdn. verr<strong>at</strong>en<br />
sich im Wahlkampf<br />
<strong>be</strong>finden<br />
heimlich, im Verborgenen<br />
Täuschung, Schwindel<br />
etw. erkennen<br />
jmdn. ü<strong>be</strong>rlisten, hereinlegen<br />
ein Körnchen Wahrheit<br />
Betrug<br />
alles verr<strong>at</strong>en; hier: sich zu<br />
erkennen ge<strong>be</strong>n<br />
etwa: wie man Lügen erkennt<br />
lügen, dass sich die Balken<br />
biegen<br />
jmdn. falsch zitieren<br />
höhnisches Grinsen<br />
Notlüge<br />
48 www.business-spotlight.de 5/2013
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someone. It’s wh<strong>at</strong> he calls “duping delight”. It’s a microscopic<br />
grin <strong>at</strong> the wrong moment. It’s something a liar can’t<br />
control. If a politician smiles just after he says he didn’t know<br />
th<strong>at</strong> he couldn’t employ his wife, son or mother, now you<br />
know: he could <strong>be</strong> lying.<br />
Not the whole truth?<br />
If you can’t c<strong>at</strong>ch the liars through their facial expressions,<br />
use technology. When Hillary Clin<strong>to</strong>n wanted <strong>to</strong> <strong>be</strong>come the<br />
Democr<strong>at</strong>ic presidential candid<strong>at</strong>e, she explained th<strong>at</strong> she<br />
had <strong>to</strong> run from snipers when her plane landed in Bosnia in<br />
1996. When a video of her trip was found, she admitted she<br />
had “misspoken” about the event. The video showed her receiving<br />
flowers from a little girl, her daughter, Chelsea, <strong>be</strong>side<br />
her. No snipers in sight. Why did she lie? May<strong>be</strong> she felt<br />
her version of events made her look stronger. May<strong>be</strong> lying runs<br />
in the family. From th<strong>at</strong> moment on, Barack Obama was regarded<br />
as more honest and trustworthy — and won the vote.<br />
Voters are not stupid. They know th<strong>at</strong> politicians are, <strong>at</strong><br />
<strong>be</strong>st, “economical with the truth”. But why do politicians<br />
lie? It’s simple: voters can’t deal with the truth. Well, not the<br />
whole truth, anyway. They voted for Bush in 1988 <strong>be</strong>cause<br />
he <strong>to</strong>ld them wh<strong>at</strong> they wanted <strong>to</strong> hear. It’s the same <strong>at</strong> every<br />
election in every country. Voters hear the promises, suspect<br />
many of them are lies — and then choose the lesser of the<br />
two or three evils. And if they claim otherwise, they’re lying.<br />
A CLOSER LOOK<br />
To <strong>be</strong> “economical with the truth” means <strong>to</strong> <strong>be</strong> “deceitful”.<br />
It <strong>be</strong>came popular after the politician Sir Ro<strong>be</strong>rt Armstrong<br />
used it in 1986. At the time, the UK government was trying<br />
<strong>to</strong> ban Spyc<strong>at</strong>cher (a book by Peter Wright about his experiences<br />
in the British secret service) in Australia. At the<br />
trial, Armstrong had <strong>to</strong> admit th<strong>at</strong> the UK government had<br />
not <strong>to</strong>ld the whole truth, but he wouldn’t say “lie”. Instead,<br />
he said the government had <strong>be</strong>en “economical with the<br />
truth”. Today, you can order the book online, even in the UK.<br />
damned [dÄmd] ifml.<br />
verdammt<br />
deceitful [di(si:tf&l]<br />
<strong>be</strong>trügerisch<br />
deceive (sb.) [di(si:v]<br />
(jmdn.) <strong>be</strong>trügen, täuschen<br />
economical with the truth: <strong>be</strong> ~ es mit der Wahrheit nicht so<br />
[i:kE)nQmIk&l )wID DE (tru:T] genau nehmen<br />
exagger<strong>at</strong>e sth. [Ig(zÄdZEreIt] etw. ü<strong>be</strong>rtrei<strong>be</strong>n<br />
merchant [(m§:tSEnt]<br />
Kaufmann/-frau<br />
MP (Mem<strong>be</strong>r of Parliament) [)em (pi:] Abgeordnete(r)<br />
PM (Prime Minister) [)pi: (em] Premierminister(in)<br />
run in the family [)rVn In DE (fÄmli] in der Familie liegen<br />
secret service [)si:krEt (s§:vIs] Geheimdienst<br />
sniper [(snaIpE]<br />
Heckenschütze/-schützin<br />
spyc<strong>at</strong>cher<br />
Aufklärer(in) in der Spionage-<br />
[(spaIkÄtSE] non-stand.<br />
abwehr<br />
(spy<br />
Spion(in))<br />
suspect [sE(spekt]<br />
den Verdacht hegen<br />
tangled [(tÄNg&ld]<br />
verworren<br />
trial [(traIEl]<br />
Gerichtsverfahren<br />
weave a web [)wi:v E (web]<br />
ein Netz spinnen<br />
USEFUL EXPRESSIONS<br />
Here’s a list of popular expressions used <strong>to</strong> talk about lying,<br />
or th<strong>at</strong> contain the word “lie”. You might hear them<br />
when people discuss politics.<br />
A tangled web<br />
A short form of the lines: “O wh<strong>at</strong> a tangled web we<br />
weave, / When first we practise <strong>to</strong> deceive!” (Marmion,<br />
Sir Walter Scott, 1808). It is used <strong>to</strong> say th<strong>at</strong> if you tell<br />
one lie, you will have <strong>to</strong> tell more lies <strong>to</strong> hide the first<br />
one. The lies <strong>be</strong>come harder and harder <strong>to</strong> remem<strong>be</strong>r:<br />
■ Such a tangled web. I don’t know wh<strong>at</strong> <strong>to</strong> say any more.<br />
Bend/Stretch the truth<br />
If you say something th<strong>at</strong> isn’t a complete lie, nor completely<br />
true, we say th<strong>at</strong> you <strong>be</strong>nd, or stretch, the truth:<br />
■ It was stretching the truth <strong>to</strong> say th<strong>at</strong> sales are gre<strong>at</strong>.<br />
I tell a lie.<br />
This expression is often used <strong>to</strong> show th<strong>at</strong> we have said<br />
something wrong and want <strong>to</strong> correct it:<br />
■ It was Thursday — no, I tell a lie — it was Friday.<br />
Lies, damned lies and st<strong>at</strong>istics<br />
A short form of “There are three kinds of lies: lies,<br />
damned lies and st<strong>at</strong>istics”. Mark Twain wrote th<strong>at</strong><br />
British PM Disraeli said it, but it’s not clear th<strong>at</strong> he did:<br />
■ Lies, damned lies and st<strong>at</strong>istics. I don’t trust his d<strong>at</strong>a.<br />
Terminological inexactitude<br />
First used by Sir <strong>Win</strong>s<strong>to</strong>n Churchill in 1906 <strong>to</strong> descri<strong>be</strong><br />
something th<strong>at</strong> had <strong>be</strong>en exagger<strong>at</strong>ed, the term now<br />
means “a lie”. In the UK Houses of Parliament, MPs are<br />
not allowed <strong>to</strong> use “unparliamentary language”, which includes<br />
calling another MP a liar. This is why they try <strong>to</strong><br />
cre<strong>at</strong>e new expressions <strong>to</strong> mean “lie”:<br />
■ I think th<strong>at</strong> was a terminological inexactitude.<br />
Truth will out.<br />
We use this expression <strong>to</strong> show th<strong>at</strong> we think someone<br />
is lying — but th<strong>at</strong>, in the end, we will discover the truth.<br />
It’s from Shakespeare’s The Merchant of Venice:<br />
■ Politicians will never learn th<strong>at</strong> truth will out. ■BS<br />
For more on this <strong>to</strong>pic, see <strong>Business</strong> <strong>Spotlight</strong> Audio<br />
plus For rel<strong>at</strong>ed exercises, see <strong>Business</strong> <strong>Spotlight</strong> plus<br />
DEBORAH CAPRAS is the deputy edi<strong>to</strong>r of <strong>Business</strong> <strong>Spotlight</strong>.<br />
She has lived in a num<strong>be</strong>r of European countries, including<br />
Greece. You can read her blog, Wise Words, and do her online<br />
language exercises <strong>at</strong> www.business-spotlight.de/blogs<br />
5/2013<br />
www.business-spotlight.de 49
■ LANGUAGE SHORT STORY<br />
A murder of<br />
crows<br />
S<strong>to</strong>ckbyte<br />
Krähen wird eine hohe Intelligenz und<br />
eine große Lernfähigkeit zugeschrie<strong>be</strong>n,<br />
was sie zu wertvollen Forschungsobjekten<br />
macht. Doch wehe, wenn man den Bogen<br />
ü<strong>be</strong>rspannt. Von JAMES SCHOFIELD<br />
Murderous crow:<br />
loyal, intelligent and<br />
dangerous<br />
Detective Inspec<strong>to</strong>r Harris pressed the start but<strong>to</strong>n on<br />
the digital voice recorder. “DI Harris, 10.45 a.m., the<br />
19th of Oc<strong>to</strong><strong>be</strong>r 2013, interview with Dr Gayle<br />
Jamieson regarding suspicious de<strong>at</strong>h of Professor Kenneth<br />
Lang, case num<strong>be</strong>r 42/891/E.”<br />
Harris paused. “Suspicious” was somewh<strong>at</strong> of an underst<strong>at</strong>ement.<br />
When he had arrived <strong>at</strong> the Fairoaks Research<br />
Labor<strong>at</strong>ories, Lang’s body was lying on the ground in front of<br />
the building, his face dark with blood, the eyes and <strong>to</strong>ngue<br />
ripped out. This had not <strong>be</strong>en an accident.<br />
Harris looked across the table <strong>at</strong> Dr Jamieson. She was<br />
wearing an oversized shirt, arms close <strong>to</strong> her chest, as if hoping<br />
they would provide protection. Her hands were tightly<br />
holding a cup of coffee. Her face was pale, with dark rings<br />
under her eyes. Harris noticed a bruise on her left cheek. <strong>How</strong><br />
had she got th<strong>at</strong>?<br />
“Dr Jamieson, can you tell me wh<strong>at</strong> you know about the<br />
de<strong>at</strong>h of Professor Lang?”<br />
She put down her coffee and placed her hands on the table,<br />
but continued moving her fingers nervously as she spoke.<br />
“I need <strong>to</strong> start <strong>at</strong> the <strong>be</strong>ginning if you’re going <strong>to</strong> understand<br />
this. Otherwise, I don’t think you’ll <strong>be</strong>lieve me,” she<br />
said.<br />
“Well, take your time.”<br />
“I joined Fairoaks about three years ago,” she <strong>be</strong>gan. “I’d<br />
just finished my dissert<strong>at</strong>ion on animal <strong>be</strong>haviour when I was<br />
introduced <strong>to</strong> Professor Lang. He asked if I wanted <strong>to</strong> continue<br />
my <strong>work</strong> and research the intelligence of crows. He<br />
wanted <strong>to</strong> see if I could teach them things.”<br />
“Crows?” asked Harris.<br />
“Yes, you shouldn’t <strong>be</strong> surprised. Crows are about as intelligent<br />
as chimpanzees. And they have several advantages over<br />
chimps: they’re very mobile, they can e<strong>at</strong> almost anything and<br />
they like living near us. As our popul<strong>at</strong>ion has exploded, so<br />
has theirs.”<br />
“R<strong>at</strong>s, <strong>to</strong>o,” added Harris.<br />
“Yes, another intelligent animal. Anyway, the lab had a contract<br />
with the Ministry of Defence <strong>to</strong> see if crows could car-<br />
ry out certain tasks for the military. Detection of landmines,<br />
aerial reconnaissance with tiny cameras, things like th<strong>at</strong>.<br />
They’d <strong>be</strong> a lot cheaper and more useful than drones.”<br />
“Wh<strong>at</strong> was Professor Lang’s role <strong>at</strong> the lab?”<br />
“He is... was in charge of all the research th<strong>at</strong> goes on here.<br />
There are three other teams <strong>work</strong>ing on different projects for<br />
various clients. And he’s good <strong>at</strong> getting contracts. He persuaded<br />
the ministry <strong>to</strong> finance this research. He developed<br />
the tests th<strong>at</strong> I carried out, then analysed my d<strong>at</strong>a and looked<br />
for p<strong>at</strong>terns in the birds’ <strong>be</strong>haviour th<strong>at</strong> could <strong>be</strong> useful.”<br />
“Sounds interesting.”<br />
“Oh, yes,” she smiled for the first time. “Well, one day, I<br />
got a new young crow th<strong>at</strong> had <strong>be</strong>en found with a broken<br />
wing. I looked after him <strong>at</strong> home until he could stay <strong>at</strong> the<br />
lab, and I called him Jacko. It was unprofessional of me, I<br />
know. You should never get <strong>to</strong>o close <strong>to</strong> your research animals.<br />
But with Jacko, it was impossible not <strong>to</strong>.”<br />
“Why?”<br />
“Jacko is different. Just as we have our Mozarts or our Einsteins,<br />
Jacko is much more intelligent than the other birds.<br />
He could solve problems faster than we could cre<strong>at</strong>e them.<br />
And wh<strong>at</strong> was so extraordinary was th<strong>at</strong> he could teach the<br />
other crows wh<strong>at</strong> he had learned.”<br />
“Th<strong>at</strong> must have <strong>be</strong>en useful.”<br />
“Very. We could train them much faster. Then, about three<br />
months ago, Professor Lang asked me <strong>to</strong> teach the birds<br />
something new…” She s<strong>to</strong>pped suddenly and looked around<br />
aerial reconnaissance [)eEriEl ri(kQnIsEns]<br />
bruise [bru:z]<br />
crow [krEU]<br />
detection [di(tekS&n]<br />
drone [drEUn]<br />
interview with sb. [(IntEvju: wID]<br />
lab [lÄb] ifml.<br />
p<strong>at</strong>tern [(pÄt&n]<br />
research sth. [ri(s§:tS]<br />
research labor<strong>at</strong>ory [ri(s§:tS lE)bQrEtEri]<br />
rip sth. out [)rIp (aUt]<br />
suspicious [sE(spISEs]<br />
Luftaufklärung<br />
blauer Fleck<br />
Krähe<br />
Aufspüren<br />
Drohne<br />
Befragung von jmdm.<br />
Labor<br />
Muster<br />
etw. untersuchen<br />
Forschungslabor<br />
etw. herausreißen<br />
verdächtig<br />
50 www.business-spotlight.de 5/2013
medium<br />
“Jacko could solve<br />
problems faster than we<br />
could cre<strong>at</strong>e them”<br />
the interview room. “Sorry, could somebody give me a cigarette?<br />
Is th<strong>at</strong> allowed in here?” Harris pulled out a packet and<br />
pushed it across the table <strong>to</strong> Dr Jamieson. She <strong>to</strong>ok one and<br />
Harris held up the flame of his lighter. The tip of the cigarette<br />
shook and it was a moment <strong>be</strong>fore it lit properly.<br />
“I haven’t smoked for quite a while. But now seems a good<br />
time.”<br />
“You said Professor Lang wanted the crows <strong>to</strong> do something<br />
new?” Harris reminded her.<br />
She nodded. “Yes. He wanted me <strong>to</strong> train them <strong>to</strong> carry<br />
small rucksacks on their backs. Crows are pretty strong and<br />
they can carry up <strong>to</strong> about 250 grams quite easily. With<br />
Jacko’s help, it <strong>work</strong>ed.”<br />
“Wh<strong>at</strong> were they supposed <strong>to</strong> carry?”<br />
“Medicines, small bits of equipment, things th<strong>at</strong> could <strong>be</strong><br />
useful on a b<strong>at</strong>tlefield. Th<strong>at</strong>’s wh<strong>at</strong> Lang said. Yesterday<br />
morning, he <strong>to</strong>ok five birds, including Jacko, <strong>to</strong> Aldershot,<br />
where the ministry has a test area. He said he was going <strong>to</strong><br />
demonstr<strong>at</strong>e <strong>to</strong> the clients wh<strong>at</strong> the crows could do. I was just<br />
getting ready <strong>to</strong> go home when he returned, and I got a call<br />
from one of my assistants saying I should come <strong>to</strong> the lab immedi<strong>at</strong>ely.<br />
He said th<strong>at</strong> Professor Lang had brought back only<br />
four birds and th<strong>at</strong> they and the remaining birds were in a terrible<br />
st<strong>at</strong>e.<br />
“I went straight over and found them all screaming in their<br />
cages. My first feeling was relief when I saw Jacko was there,<br />
but he just hissed <strong>at</strong> me in rage.”<br />
Dr Jamieson <strong>to</strong>ok another cigarette and lit it from the end<br />
of her first one.<br />
“I knew something awful must have happened. The security<br />
guard <strong>to</strong>ld me th<strong>at</strong> Professor Lang was still in his office,<br />
so I went up and demanded an explan<strong>at</strong>ion. ‘The demonstr<strong>at</strong>ion<br />
was a success,’ he said. ‘Your research budget is going<br />
<strong>to</strong> <strong>be</strong> doubled. You should <strong>be</strong> happy.’ Then he showed me the<br />
video he had made…” A thin line of tears made its way over<br />
the ugly bruise on her cheek.<br />
“It was terrible. The poor animal flew out of its cage, across<br />
a field and landed on the target th<strong>at</strong> was marked with a laser<br />
pointer, just as we had taught it…”<br />
b<strong>at</strong>tlefield [(bÄt&lfi:&ld]<br />
<strong>be</strong>rserk: go ~ [bE(z§:k]<br />
briefcase [(bri:fkeIs]<br />
collective noun [kE)lektIv (naUn]<br />
flock [flQk]<br />
gurgling [(g§:g&lIN]<br />
hiss [hIs]<br />
lighter [(laItE]<br />
novel [(nQv&l]<br />
target [(tA:gIt]<br />
whooshing [wUSIN]<br />
Schlachtfeld<br />
durchdrehen<br />
Aktentasche<br />
Sammel<strong>be</strong>griff<br />
(Vogel-)Schar<br />
gurgelnd<br />
zischen<br />
Feuerzeug<br />
Roman<br />
Ziel<br />
zischend, rauschend<br />
Her tears fell faster and she used the sleeve of her shirt <strong>to</strong><br />
wipe them away. “…and then it exploded. There was nothing<br />
left of the target except dust and fe<strong>at</strong>hers. You could hear the<br />
cus<strong>to</strong>mers applauding and laughing in the background. It was<br />
sick… sick.<br />
“I ran out of his office and went back <strong>to</strong> the labor<strong>at</strong>ory. I<br />
knew wh<strong>at</strong> I had <strong>to</strong> do. The birds had calmed down in the<br />
meantime. I went <strong>to</strong> Jacko and tried <strong>to</strong> explain wh<strong>at</strong> had happened.<br />
He put his head <strong>to</strong> one side and seemed <strong>to</strong> <strong>be</strong> listening<br />
<strong>to</strong> every word. I swear he unders<strong>to</strong>od. I unlocked all the<br />
cages, then went and opened all the windows. One by one,<br />
the crows flew away, Jacko last of all.”<br />
“Wh<strong>at</strong> happened next?”<br />
“I went out <strong>to</strong> the car park where Professor Lang was about<br />
<strong>to</strong> get in<strong>to</strong> his car. I <strong>to</strong>ld him wh<strong>at</strong> I had done — and he went<br />
<strong>be</strong>rserk. We started shouting <strong>at</strong> each other and then he hit<br />
me hard…” She put her hand <strong>to</strong> her cheek. “It knocked me<br />
down, and he s<strong>to</strong>od over me, thre<strong>at</strong>ening <strong>to</strong> hit me with his<br />
briefcase. I screamed and put my arm over my face.<br />
“Then I heard Jacko’s call, followed by a loud whooshing<br />
noise. When I looked up again, Lang was running back <strong>to</strong>wards<br />
the building <strong>be</strong>cause the lab crows were flying <strong>at</strong> him<br />
from every side.<br />
“At some point, he lost his balance and fell — and they<br />
were on him immedi<strong>at</strong>ely, tearing strips of flesh from his face.<br />
After a while, the screams s<strong>to</strong>pped, and he just made a<br />
terrible gurgling noise. I got <strong>to</strong> him about the same time as<br />
the security guards, but it was <strong>to</strong>o l<strong>at</strong>e. Up above, the birds<br />
circled for a while, w<strong>at</strong>ching us. There was a final call, it was<br />
Jacko again, and they flew off. I’ve no idea where.”<br />
“So, you’re saying Professor Lang was killed by a flock of<br />
crows? Is th<strong>at</strong> right?” Harris asked.<br />
“Yes, inspec<strong>to</strong>r,” she said. “But when talking about a group<br />
of crows, instead of the word ‘flock’, you can call it a ‘murder’.<br />
Professor Lang was killed by a murder of crows. Isn’t<br />
th<strong>at</strong> ironic?”<br />
■BS<br />
Language point<br />
A murder of crows. English uses various<br />
collective nouns for describing groups of<br />
animals. Common ones include “flock” for<br />
birds (Schar) and “swarm” for insects<br />
(Schwarm). Many terms exist only for specific<br />
types of animals or birds, for example,<br />
a “gaggle of geese” (Gänseschar), and<br />
are therefore not widely used.<br />
You can listen <strong>to</strong> this s<strong>to</strong>ry on <strong>Business</strong> <strong>Spotlight</strong> Audio<br />
JAMES SCHOFIELD is currently <strong>work</strong>ing on a novel.<br />
If you’d like <strong>to</strong> follow his cre<strong>at</strong>ive progress and read<br />
more of his s<strong>to</strong>ries in English, see his blog <strong>at</strong><br />
http://jrtschofield.blogspot.de<br />
5/2013<br />
www.business-spotlight.de 51
n LANGUAGE TRANSLATION<br />
medium<br />
False friends<br />
You mean… You should say… Don’t say… As this means…<br />
Grad degree(s) grade (Güte-)Klasse;<br />
Es ist erst 10 Uhr morgens It’s only 10 a.m. and (Schul-)Jahrgang;<br />
und schon ü<strong>be</strong>r 30 Grad. already over 30 degrees. US Schulnote<br />
S<strong>to</strong>ff fabric stuff Kram, Zeug<br />
Ha<strong>be</strong>n Sie einen Bezug aus Did you choose a cover made<br />
S<strong>to</strong>ff oder Leder ausgesucht? of fabric or le<strong>at</strong>her?<br />
Pump credit pumps UK Tanz-, Ballett-<br />
Sie h<strong>at</strong> es auf Pump gekauft. She bought it on credit. schuhe; Pumps<br />
You can find more false friends on <strong>Business</strong> <strong>Spotlight</strong> Audio<br />
Don’t confuse... currant and current<br />
n A currant (Korinthe) is a very small, dried, seedless type<br />
of grape (kernlose Trau<strong>be</strong>). Currants are often used in<br />
cakes. (By the way, a Korinthenkacker is called a “nitpicker”<br />
in English.)<br />
n A redcurrant (rote Johannis<strong>be</strong>ere) is a small, edible (essbar)<br />
red <strong>be</strong>rry, and the bush on which it grows. There<br />
are also blackcurrants (schwarze Johannis<strong>be</strong>eren).<br />
n The adjective current descri<strong>be</strong>s something th<strong>at</strong> is happening<br />
now. We talk about the current issue of a magazine<br />
(aktuelle Ausga<strong>be</strong>), current affairs (Zeitgeschehen)<br />
and current events (Tagesereignisse). You can open a<br />
current (US checking) account (Girokon<strong>to</strong>), from which<br />
you can withdraw money <strong>at</strong> any time.<br />
n The noun current (Strom) refers <strong>to</strong> the flow of w<strong>at</strong>er,<br />
electricity or air.<br />
Tricky transl<strong>at</strong>ions by MIKE SEYMOUR<br />
<strong>How</strong> do you say “approve/approval” in German?<br />
To “approve” something is <strong>to</strong> accept and agree <strong>to</strong> it officially,<br />
particularly a plan, a proposal or costs: “All expenses<br />
above €500 have <strong>to</strong> <strong>be</strong> approved.” It is <strong>be</strong>st transl<strong>at</strong>ed as<br />
genehmigen: Alle Ausga<strong>be</strong>n ü<strong>be</strong>r €500 müssen genehmigt<br />
werden. A credit-card applic<strong>at</strong>ion th<strong>at</strong> is “pre-approved”<br />
is im Voraus genehmigt. A mem<strong>be</strong>r of staff who is an<br />
“approved sign<strong>at</strong>ory” is a Zeichnungs<strong>be</strong>rechtige(r).<br />
The corresponding noun is “approval” (Genehmigung).<br />
If your offer “meets with approval”, it is accepted (Zustim -<br />
mung finden): “We hope this meets with your approval.”<br />
— Wir hoffen, dies findet ihre Zustimmung. Approval can<br />
also <strong>be</strong> transl<strong>at</strong>ed as Einverständnis: “You won’t get my<br />
approval!” — Mein Einverständnis <strong>be</strong>kommen Sie nicht!<br />
“Approve” also means <strong>to</strong> “<strong>be</strong>lieve th<strong>at</strong> someone or<br />
something is good or appropri<strong>at</strong>e”: “The boss does not approve<br />
of us wearing jeans.” Here, it is <strong>be</strong>st transl<strong>at</strong>ed as<br />
gutheißen, gut finden, dulden or billigen: Der Chef findet<br />
es nicht gut, wenn wir Jeans tragen.<br />
<strong>How</strong> do you say Haushalt/Haushalts- in English?<br />
Firstly, Haushalt refers <strong>to</strong> a place of residence and the<br />
people living there <strong>to</strong>gether, seen as a unit: Ü<strong>be</strong>r 80<br />
Prozent der deutschen Haushalte verfügen ü<strong>be</strong>r mindestens<br />
ein Au<strong>to</strong>. It is <strong>be</strong>st transl<strong>at</strong>ed as household: “Over<br />
80 per cent of German households have <strong>at</strong> least one car.”<br />
You can also transl<strong>at</strong>e it as household in compound words<br />
such as Haushaltsgerät: household appliance.<br />
Secondly, Haushalt descri<strong>be</strong>s the money available <strong>to</strong> a<br />
country, governmental body or organiz<strong>at</strong>ion — and also a<br />
plan of how this money is <strong>to</strong> <strong>be</strong> spent: Die EU soll ihren<br />
Haushalt um 5 Prozent kürzen. It is <strong>be</strong>st transl<strong>at</strong>ed as<br />
budget here: “The EU should cut its budget by 5 per cent.”<br />
When Haushalt has the meaning “<strong>work</strong> done in the<br />
home”, transl<strong>at</strong>e it as housekeeping, house<strong>work</strong>, chores<br />
or around the house: Mein Sohn hilft nie im Haushalt. —<br />
“My son never helps with the house<strong>work</strong>.” Haushaltsgeld<br />
is <strong>be</strong>st transl<strong>at</strong>ed as housekeeping money. Housekeeping<br />
allowance is generally used when a husband gives money<br />
<strong>to</strong> his wife (who doesn’t <strong>work</strong>) <strong>to</strong> do the housekeeping.<br />
Exercise 1 Transl<strong>at</strong>e the following sentences.<br />
a) Were your travel expenses approved?<br />
Exercise 2 Transl<strong>at</strong>e the following sentences.<br />
a) Der Haushalt wird erst nach den Wahlen gekürzt.<br />
b) I don’t approve of staff smoking <strong>at</strong> the entrance.<br />
b) Nicht jeder Haushalt verfügt ü<strong>be</strong>r ein Au<strong>to</strong>.<br />
Answers on page 62<br />
52 www.business-spotlight.de 5/2013
y DEBORAH CAPRAS<br />
CARDS LANGUAGE ■<br />
Grammar<br />
Grammar<br />
Put the words in blue in the correct order.<br />
“Did you ask Julie getting was she how<br />
<strong>to</strong> the conference?”<br />
Which is correct?<br />
“Even though / Even if he doesn’t speak<br />
French, Tom got the job in Paris.”<br />
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www.business-spotlight.de<br />
Transl<strong>at</strong>ion<br />
Transl<strong>at</strong>ion<br />
Transl<strong>at</strong>e this sentence in<strong>to</strong> English.<br />
Mein Gegenstück in London ist Japaner.<br />
Transl<strong>at</strong>e this sentence in<strong>to</strong> German.<br />
“His surgery doesn’t open until 9 a.m.”<br />
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www.business-spotlight.de<br />
Word choice<br />
Word choice<br />
Which word is correct?<br />
“Could you keep me in the curve/loop?”<br />
Which word is correct?<br />
“We’re <strong>be</strong>hind the curve/loop here.”<br />
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www.business-spotlight.de<br />
<strong>Business</strong> talk<br />
<strong>Business</strong> talk<br />
Wh<strong>at</strong> does the speaker mean?<br />
“We should ring-fence €50,000 for this.”<br />
Wh<strong>at</strong> does the speaker mean?<br />
“Th<strong>at</strong>’s one of his pet peeves.”<br />
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■ LANGUAGE CARDS<br />
“Even though he doesn’t speak<br />
French, Tom got the job in Paris.”<br />
Even though means “despite the fact th<strong>at</strong>”.<br />
Even if means “whether or not”, so it would not<br />
make sense in this sentence.<br />
even though = obwohl; even if = selbst wenn<br />
“Did you ask Julie how she was getting <strong>to</strong> the<br />
conference?”<br />
When you report a “how” question, there is no<br />
inversion of subject and verb. The word order for<br />
the direct question is: “<strong>How</strong> are you getting <strong>to</strong><br />
the conference?”<br />
BS 5/2013 BS 5/2013<br />
Seine Praxis macht erst um 9 Uhr auf.<br />
In the UK, the office of a doc<strong>to</strong>r or a dentist is<br />
called a surgery. In American English, this is<br />
called a (doc<strong>to</strong>r’s) office.<br />
“My counterpart / opposite num<strong>be</strong>r in London is<br />
Japanese.”<br />
A person who has a similar position <strong>to</strong> yours<br />
in another office or company is your<br />
counterpart or opposite num<strong>be</strong>r.<br />
BS 5/2013<br />
BS 5/2013<br />
“We’re <strong>be</strong>hind the curve here.”<br />
Someone who is <strong>be</strong>hind the curve is not up <strong>to</strong><br />
d<strong>at</strong>e with the l<strong>at</strong>est trends or developments. The<br />
opposite is “ahead of the curve”.<br />
<strong>be</strong> <strong>be</strong>hind the curve = hinterherhinken<br />
<strong>be</strong> ahead of the curve = der Zeit voraus sein<br />
“Could you keep me in the loop?”<br />
Someone who is in the loop has all the l<strong>at</strong>est<br />
inform<strong>at</strong>ion about something. The speaker is<br />
asking <strong>to</strong> <strong>be</strong> kept informed.<br />
keep sb. in the loop = jmdn. auf dem Laufenden<br />
halten<br />
BS 5/2013 BS 5/2013<br />
A pet peeve is something th<strong>at</strong> you like <strong>to</strong><br />
complain about on a regular basis.<br />
(persönliches) Lieblingsärgernis<br />
BS 5/2013<br />
When you ring-fence a sum of money, you make<br />
sure th<strong>at</strong> it is used for only one thing and not for<br />
anything else. The speaker is saying th<strong>at</strong> they<br />
could alloc<strong>at</strong>e €50,000 for a particular purpose.<br />
The expression is used in the UK. In the US,<br />
people would say “earmark”.<br />
etw. zweckgebunden vorsehen<br />
BS 5/2013
SKILL UP!<br />
Improve your<br />
BUSINESS VOCABULARY<br />
with our essential guide<br />
RECENT TOPICS:<br />
n Human resources, no. 12 (1/2012)<br />
n Your office, no. 13 (2/2012)<br />
n The language of marketing, no. 14 (3/2012)<br />
n Popular sports, no. 15 (4/2012)<br />
n Intern<strong>at</strong>ional conferences, no. 16 (5/2012)<br />
n Talking about time, no. 17 (6/2012)<br />
n The environment, no. 18 (1/2013)<br />
n The world of fashion, no. 19 (2/2013)<br />
n Talking about production, no. 20 (3/2013)<br />
n Your holidays, no. 21 (4/2013)<br />
With this<br />
issue<br />
COMING UP:<br />
n Property, no. 23 (6/2013)<br />
n Retailing, no. 24 (1/2014)<br />
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go <strong>to</strong> www.business-spotlight.de/skill-up<br />
5/2013<br />
www.business-spotlight.de 55
■ LANGUAGE ENGLISH FOR...<br />
Document management<br />
Viele Inform<strong>at</strong>ionen, die wir früher auf Papier<br />
vor uns h<strong>at</strong>ten, erhalten wir heute digital. Bei<br />
kaum veränderten Ar<strong>be</strong>itsabläufen gilt nun<br />
a<strong>be</strong>r der Sicherung der D<strong>at</strong>en <strong>be</strong>sondere<br />
Aufmerksamkeit, wie EVAN FRENDO erklärt.<br />
Paper or digital:<br />
we need ways<br />
<strong>to</strong> keep inform<strong>at</strong>ion<br />
Documents are <strong>at</strong> the heart of any business. We use them<br />
<strong>to</strong> collect and distribute inform<strong>at</strong>ion, <strong>to</strong> share ideas and<br />
<strong>to</strong> record important decisions. Traditionally, “documents” referred<br />
<strong>to</strong> inform<strong>at</strong>ion printed on paper, but now many written<br />
m<strong>at</strong>erials are produced in digital form. <strong>How</strong>ever, the principles<br />
involved in managing documents remain the same.<br />
Most companies receive a steady flow of documents from<br />
suppliers and cus<strong>to</strong>mers. They therefore need ways <strong>to</strong> cre<strong>at</strong>e<br />
and amend documents; <strong>to</strong> track documents through their various<br />
versions; <strong>to</strong> allow printing and reproduction; and <strong>to</strong> develop<br />
systems <strong>to</strong> file and archive them <strong>be</strong>fore, finally, disposing<br />
of them when they are no longer required.<br />
Let’s look <strong>at</strong> the steps taken <strong>to</strong> handle a paper invoice.<br />
First, it is received by post, checked against a purchase order<br />
(<strong>to</strong> make sure the product was in fact ordered), checked<br />
against a delivery note (<strong>to</strong> see whether the product was actually<br />
received) and authorized for payment. The details are<br />
transferred <strong>to</strong> the books and the payment made and documented.<br />
Then the papers are filed or archived according <strong>to</strong> a<br />
specific system: for example, alpha<strong>be</strong>tically, numerically,<br />
Exercise: Handling the paper<strong>work</strong><br />
Answer the questions based on the text.<br />
a) <strong>How</strong> are paper documents converted in<strong>to</strong> digital<br />
d<strong>at</strong>a?<br />
1. They are scanned. 2. They are compared.<br />
b) Wh<strong>at</strong> do you do when you “retrieve” a document?<br />
1. You lose it. 2. You find it.<br />
c) Wh<strong>at</strong> happens <strong>to</strong> a document when it is no longer<br />
needed?<br />
1. It is disposed of. 2. It is tracked.<br />
Answers on page 62<br />
chronologically, geographically or by subject.<br />
Such processes are time-consuming and the<br />
pieces of paper could <strong>be</strong> filed in the wrong<br />
place or lost.<br />
Today, many paper documents are scanned<br />
<strong>to</strong> cre<strong>at</strong>e electronic versions. Document management<br />
systems (DMS) use computers, and<br />
software makes it rel<strong>at</strong>ively simple <strong>to</strong> manage, track and share<br />
digital documents. Options include s<strong>to</strong>ring documents in the<br />
cloud: in other words, with a web-based service. This allows<br />
access from anywhere and provides gre<strong>at</strong>er capacity than is<br />
found on local computers. Of course, digital m<strong>at</strong>erial must<br />
also <strong>be</strong> organized so th<strong>at</strong> users can easily retrieve inform<strong>at</strong>ion.<br />
We are all familiar with the frustr<strong>at</strong>ion of looking for a<br />
particular email — which can take as long as searching for<br />
a letter buried under a pile of paper.<br />
Although security and control are two major concerns about<br />
s<strong>to</strong>ring documents in the cloud, we can use various methods<br />
<strong>to</strong> check a person’s identity and make sure th<strong>at</strong> only authorized<br />
users can access the documents. Typically, users are allowed<br />
<strong>to</strong> do different things. Some have read-only access,<br />
while others can make changes <strong>to</strong> or even delete documents.<br />
Many users are concerned about disposal of documents as<br />
well. Paper can <strong>be</strong> shredded or burned, which is a huge job<br />
if there are thousands of documents <strong>to</strong> deal with. But electronic<br />
versions, whether in the cloud or on company computers,<br />
present other problems. One thing is certain: it is not easy<br />
<strong>to</strong> guarantee th<strong>at</strong> digital “copies” have <strong>be</strong>en truly deleted or<br />
destroyed.<br />
Fuse<br />
access [(Äkses]<br />
amend sth. [E(mend]<br />
delete sth. [di(li:t]<br />
delivery note [di(lIvEri nEUt]<br />
dispose of sth. [dI(spEUz Qv]<br />
file sth. [faI&l]<br />
invoice [(InvOIs]<br />
purchase order<br />
[(p§:tSEs )O:dE]<br />
retrieve (inform<strong>at</strong>ion) [ri(tri:v]<br />
shred sth. [Sred]<br />
steady [(stedi]<br />
s<strong>to</strong>re sth. [stO:]<br />
track sth. [trÄk]<br />
Zugang<br />
etw. ändern<br />
etw. löschen<br />
Lieferschein<br />
etw. entsorgen; hier: vernichten;<br />
ablegen<br />
etw. ablegen, archivieren<br />
Rechnung<br />
Bestellung<br />
(Inform<strong>at</strong>ionen) abrufen<br />
etw. schreddern<br />
ständig, regelmäßig<br />
etw. auf<strong>be</strong>wahren;<br />
speichern<br />
etw. (nach)verfolgen<br />
56 www.business-spotlight.de 5/2013
medium<br />
Paper<strong>work</strong><br />
confidential [)kQnfI(denS&l]<br />
vertraulich<br />
delivery note [di(lIvEri nEUt] Lieferschein<br />
form [fO:m]<br />
Formular<br />
invoice [(InvOIs]<br />
Rechnung<br />
packing list [(pÄkIN lIst]<br />
Packliste<br />
purchase order [(p§:tSEs )O:dE] Bestellung<br />
serial num<strong>be</strong>r<br />
laufende Nummer, Serien-<br />
[(sIEriEl )nVmbE]<br />
nummer<br />
Workflow<br />
allow/prevent access<br />
den Zugang<br />
[E)laU/pri)vent (Äkses]<br />
erlau<strong>be</strong>n/verwehren<br />
book a document in/out<br />
ein Dokument einbuchen/<br />
[)bUk E (dQkjumEnt In/aUt]<br />
ausbuchen<br />
fill sth. in/out [)fIl (In/(aUt]<br />
etw. ausfüllen<br />
merge (several documents)<br />
(mehrere Dokumente)<br />
[m§:dZ]<br />
zusammenführen<br />
process (sth.) [(prEUses]<br />
(Ar<strong>be</strong>its-)Vorgang; etw.<br />
<strong>be</strong>ar<strong>be</strong>iten<br />
publish sth. [(pVblIS]<br />
etw. veröffentlichen<br />
retrieve (d<strong>at</strong>a) [ri(tri:v]<br />
(D<strong>at</strong>en) abrufen<br />
sign sth. [saIn]<br />
etw. unterschrei<strong>be</strong>n<br />
s<strong>to</strong>re sth. [stO:]<br />
etw. auf<strong>be</strong>wahren;<br />
speichern<br />
trace sth. [treIs]<br />
etw. zurückverfolgen<br />
track sth. [trÄk]<br />
etw. (nach)verfolgen<br />
upd<strong>at</strong>e sth. [Vp(deIt]<br />
etw. aktualisieren<br />
Versions and corrections<br />
amend sth. [E(mend]<br />
etw. ändern<br />
correct sth. [kE(rekt]<br />
etw. korrigieren<br />
draft sth. [drA:ft]<br />
einen Entwurf von etw.<br />
schrei<strong>be</strong>n<br />
edit sth. [(edIt]<br />
etw. redigieren, ü<strong>be</strong>rar<strong>be</strong>iten<br />
go over sth. [)gEU (EUvE]<br />
etw. durchgehen<br />
review sth. [ri(vju:]<br />
etw. ü<strong>be</strong>rprüfen<br />
revise sth. [ri(vaIz]<br />
etw. korrigieren, abändern<br />
tweak sth.<br />
etw. optimieren, einer Sache<br />
[twi:k] ifml.<br />
den letzten Schliff ge<strong>be</strong>n<br />
Idioms<br />
■ on paper: in theory: “His idea looked good on paper.”<br />
■ paperchase: a system of excessive bureaucracy<br />
■ paper trail US: documents th<strong>at</strong> give proof of one’s actions<br />
■ paper<strong>work</strong>: tasks involving the handling of documents<br />
■ White Paper UK: a report giving an organiz<strong>at</strong>ion’s position<br />
Processes<br />
au<strong>to</strong>m<strong>at</strong>ion [)O:tE(meIS&n]<br />
circul<strong>at</strong>ion [)s§:kju(leIS&n]<br />
collabor<strong>at</strong>ion<br />
[kE)lÄbE(reIS&n]<br />
delivery [di(lIvEri]<br />
distribution [)dIstrI(bju:S&n]<br />
sharing [(SeErIN]<br />
Retrieval<br />
cross reference [)krQs (ref&rEns]<br />
index [(Indeks]<br />
keyword [(ki:w§:d]<br />
query [(kwIEri]<br />
search [s§:tS]<br />
tag [tÄg]<br />
Removal<br />
delete/erase sth. [di(li:t/I(reIz]<br />
dispose of sth. [dI(spEUz Qv]<br />
shred sth. [Sred]<br />
wipe (a hard disk) [waIp]<br />
S<strong>to</strong>rage<br />
archive [(A:kaIv]<br />
backup [(bÄkVp]<br />
file [faI&l]<br />
folder [(fEUldE]<br />
library [(laIbrEri]<br />
records [(rekO:dz]<br />
Au<strong>to</strong>m<strong>at</strong>isierung<br />
Verbreitung<br />
Zusammenar<strong>be</strong>it,<br />
Gemeinschaftsproduktion<br />
Zustellung, Auslieferung<br />
Verbreitung, Verteilung<br />
gemeinsame Benutzung<br />
Querverweis<br />
Inhaltsverzeichnis; Register<br />
Stichwort<br />
An-, Abfrage<br />
Suche<br />
Tag, Kürzel<br />
etw. löschen<br />
etw. entsorgen; vernichten<br />
etw. schreddern<br />
(eine Festpl<strong>at</strong>te) löschen<br />
Archiv<br />
(D<strong>at</strong>en-)Sicherung, Backup<br />
D<strong>at</strong>ei<br />
Ordner<br />
Bibliothek<br />
Unterlagen; D<strong>at</strong>ensätze<br />
Document elements<br />
art<strong>work</strong> [(A:tw§:k]<br />
body [(bQdi]<br />
credits [(kredIts]<br />
font [fQnt]<br />
footer [(fUtE]<br />
guidelines [(gaIdlaInz]<br />
header [(hedE]<br />
house style [(haUs staI&l]<br />
logo [(lEUgEU]<br />
page num<strong>be</strong>r [(peIdZ )nVmbE]<br />
paragraph [(pÄrEgrA:f]<br />
section [(sekS&n]<br />
sign<strong>at</strong>ure [(sIgnEtSE]<br />
templ<strong>at</strong>e [(templeIt]<br />
title [(taIt&l]<br />
Illustr<strong>at</strong>ion(en)<br />
Hauptteil<br />
Quellennachweise<br />
Schrift(art)<br />
Fußzeile<br />
Richtlinien<br />
Kopfzeile<br />
firmeninterne Richtlinien<br />
für die Erstellung eines<br />
Dokuments<br />
Logo<br />
Seitenzahl<br />
Abs<strong>at</strong>z<br />
Abschnitt<br />
Unterschrift<br />
(Dokument-)Vorlage<br />
Titel, Ü<strong>be</strong>rschrift<br />
For more inform<strong>at</strong>ion<br />
BOOK<br />
■ Implementing Electronic Document and Record Management<br />
Systems, Azad Adam (Auerbach Public<strong>at</strong>ions)<br />
ORGANIZATION<br />
■ Associ<strong>at</strong>ion for Inform<strong>at</strong>ion and Image Management (AIIM):<br />
www.aiim.org<br />
plus Find more exercises on this <strong>to</strong>pic in <strong>Business</strong> <strong>Spotlight</strong> plus<br />
www More job vocabulary <strong>at</strong> www.business-spotlight.de/vocabulary<br />
EVAN FRENDO <strong>work</strong>ed as a mechanical engineer for<br />
11 years. He has <strong>be</strong>en a trainer and an author since<br />
1993, specializing in English for Specific Purposes,<br />
and his recent books include English for Construction<br />
(Pearson Longman). Contact: evan.frendo@e4b.de<br />
5/2013<br />
www.business-spotlight.de 57
■ LANGUAGE LEGAL ENGLISH<br />
Digital Vision<br />
medium<br />
Telephoning with clients<br />
Der Inform<strong>at</strong>ionsaustausch zwischen Anwalt und Mandant erfolgt<br />
oft telefonisch. MATT FIRTH zeigt, was da<strong>be</strong>i von <strong>be</strong>iden Seiten zu<br />
<strong>be</strong>achten ist.<br />
Stay focused: clients will<br />
expect your advice <strong>to</strong> <strong>be</strong> clear<br />
The ability <strong>to</strong> communic<strong>at</strong>e well is the key <strong>to</strong> <strong>be</strong>ing a good<br />
lawyer. Delivering any message on the telephone should<br />
<strong>be</strong> done clearly, efficiently and politely. Lawyers and clients<br />
can each do their part <strong>to</strong> make sure calls are effective.<br />
Lawyers<br />
It is important <strong>to</strong> speak with confidence, so avoid long<br />
pauses or other signs of uncertainty. Your clients will expect<br />
you <strong>to</strong> give clear advice. They need <strong>to</strong> feel th<strong>at</strong> your counsel<br />
is authorit<strong>at</strong>ive and th<strong>at</strong> you are in control of the situ<strong>at</strong>ion.<br />
If you cannot answer a question immedi<strong>at</strong>ely, tell the client<br />
when you will call back with the desired inform<strong>at</strong>ion.<br />
act on sb.’s <strong>be</strong>half<br />
[)Äkt Qn )sVmbEdiz bi(hA:f]<br />
authorit<strong>at</strong>ive [O:(TQrItEtIv]<br />
bill [bIl]<br />
block [blQk]<br />
client [(klaIEnt]<br />
counsel [(kaUns&l]<br />
deferred [di(f§:d]<br />
dispute [dI(spju:t]<br />
fee [fi:]<br />
file suit [)faI&l (su:t]<br />
lawyer [(lO:jE]<br />
letter of demand [)letEr Ev di(mA:nd]<br />
policy [(pQlEsi]<br />
power of <strong>at</strong><strong>to</strong>rney [)paUEr Ev E(t§:ni]<br />
return a call [ri)t§:n E (kO:l]<br />
support staff<br />
[sE(pO:t stA:f]<br />
jmdn. vertreten<br />
maßgeblich, verlässlich<br />
sein Honorar <strong>be</strong>rechnen<br />
hier: Abschnitt, Einheit<br />
Mandant(in)<br />
R<strong>at</strong>, Ber<strong>at</strong>ung<br />
zurückgestellt<br />
(Rechts-)Streit<br />
Honorar<br />
Klage erhe<strong>be</strong>n<br />
Anwalt/Anwältin<br />
Mahnschrei<strong>be</strong>n<br />
hier: Grundsätze, Regeln<br />
Prozessvollmacht<br />
zurückrufen<br />
Assistenten/Assistentinnen,<br />
Fachangestellte<br />
Exercise: All about calls<br />
Choose the words th<strong>at</strong> <strong>be</strong>st complete the text.<br />
Lawyers should give clients details of their a) billing /<br />
representing policy <strong>at</strong> the first meeting, including details<br />
of charges for telephone b) uncertainty / enquiries. Calls<br />
<strong>to</strong> do with c) authorit<strong>at</strong>ive / administr<strong>at</strong>ive m<strong>at</strong>ters are<br />
mostly dealt with by support staff. Lawyers do not always<br />
take calls personally, but any d) delayed / deferred calls<br />
should <strong>be</strong> returned within 24 hours. Clients pay high<br />
e) fees / blocks and expect <strong>to</strong> <strong>be</strong> tre<strong>at</strong>ed professionally.<br />
Answers on page 62<br />
You may <strong>be</strong> interrupted by another call, so have a policy<br />
on which calls have priority. Let support staff handle calls <strong>to</strong><br />
do with administr<strong>at</strong>ive m<strong>at</strong>ters. Give clients details of your<br />
telephone policy <strong>at</strong> the first meeting, including when calls<br />
will <strong>be</strong> returned. If you need <strong>to</strong> return a deferred call personally,<br />
do so within 24 hours. To keep calls focused, call clients<br />
shortly <strong>be</strong>fore lunch or <strong>to</strong>wards the end of the business day.<br />
Clients<br />
In English-speaking countries, lawyers usually bill by the<br />
hour in 30-minute blocks. There may <strong>be</strong> specific fees for<br />
short calls. If you go <strong>be</strong>yond a certain time, for example, ten<br />
minutes, you could pay for a half-hour. Ask for your lawyer’s<br />
billing policy <strong>at</strong> your first meeting. Keep your calls focused.<br />
Returning a call<br />
Lawyer: Hello, Mr Tennant. Sorry <strong>to</strong> have missed your<br />
call. <strong>How</strong> can I help?<br />
Client: Hello, Ms Bryant. I was wondering wh<strong>at</strong> the<br />
st<strong>at</strong>us is on the payment dispute with my cus<strong>to</strong>mer.<br />
Lawyer: Well, our Polish partner received the power of<br />
<strong>at</strong><strong>to</strong>rney this morning. This means he can act on<br />
your <strong>be</strong>half if we have <strong>to</strong> file suit in Łódź.<br />
Client: Excellent. So should I call him?<br />
Lawyer: Yes. I’ve <strong>to</strong>ld him he’ll <strong>be</strong> hearing from you<br />
soon. Do you have his num<strong>be</strong>r?<br />
Client: Yes, Ms Everitt gave me his contact details<br />
when we spoke last week.<br />
Lawyer: Good. One more thing. I’d advise having the<br />
letter of demand transl<strong>at</strong>ed in<strong>to</strong> Polish <strong>be</strong>fore you<br />
contact him.<br />
Client: Right — could you find someone <strong>to</strong> handle th<strong>at</strong>?<br />
Lawyer: Yes, no problem. Was there anything else?<br />
Client: No, I think th<strong>at</strong>’s everything.<br />
Lawyer: Well then, we should have the letter <strong>to</strong> you <strong>to</strong>morrow.<br />
Mr Adamicz will <strong>be</strong> representing you from<br />
here on. But do call if you have any further questions<br />
for me.<br />
Client: OK. Gre<strong>at</strong>, and thanks for all your help. Bye.<br />
Lawyer: All the <strong>be</strong>st. Bye.<br />
■BS<br />
MATT FIRTH teaches legal English <strong>at</strong> the University<br />
of St Gallen, Switzerland. He is also secretary of<br />
the European Legal English Teachers’ Associ<strong>at</strong>ion<br />
(EULETA). Contact: m<strong>at</strong>thew.firth@unisg.ch<br />
58 www.business-spotlight.de 5/2013
advanced<br />
ECONOMICS AND FINANCE LANGUAGE ■<br />
Quantit<strong>at</strong>ive easing<br />
Die Lockerung des Geldmarkts ist ein sta<strong>at</strong>liches Instrument zur<br />
Rezessions<strong>be</strong>kämpfung. IAN MCMASTER erklärt, wie sie funktioniert.<br />
The macroeconomic policies followed by governments and<br />
central banks can <strong>be</strong> divided in<strong>to</strong> two main types: fiscal<br />
policy (changes in taxes and/or government spending) and<br />
monetary policy (changes in interest r<strong>at</strong>es and/or the money<br />
supply).<br />
Many governments have <strong>be</strong>en unwilling or unable <strong>to</strong> use<br />
fiscal policy in a way th<strong>at</strong> would boost demand in recent<br />
years. Instead, they have tried — or <strong>be</strong>en forced — <strong>to</strong> reduce<br />
their budget deficits by increasing taxes and/or reducing<br />
spending. This is often not a very smart policy, particularly<br />
if the deficits were originally caused by a recession.<br />
As a result, monetary policy has had <strong>to</strong> play the leading<br />
role in helping economies <strong>to</strong> recover. Interest r<strong>at</strong>es have<br />
<strong>be</strong>en reduced <strong>to</strong>wards zero — <strong>to</strong> encourage firms <strong>to</strong> invest<br />
and <strong>to</strong> stimul<strong>at</strong>e the housing market by making it cheaper<br />
for consumers <strong>to</strong> borrow.<br />
But very low interest r<strong>at</strong>es alone have not <strong>work</strong>ed. Central<br />
banks, such as the US Federal Reserve (“the Fed”), have<br />
therefore taken more unorthodox measures, including making<br />
significant increases in the money supply. This is now<br />
known as “quantit<strong>at</strong>ive easing” (QE), a new name for wh<strong>at</strong><br />
used <strong>to</strong> <strong>be</strong> called “printing money”.<br />
In practice, central banks don’t actually print extra bank -<br />
notes. Instead, they typically buy government bonds (and<br />
other bonds) from banks, and credit the accounts of the<br />
banks. The central banks hope this extra money will <strong>be</strong> used<br />
“This is really just a new<br />
name for printing money”<br />
<strong>to</strong> boost bank lending <strong>to</strong> firms and consumers. They also<br />
hope th<strong>at</strong> by pushing up bond prices and improving business<br />
confidence, QE will lead <strong>to</strong> gre<strong>at</strong>er demand for goods and<br />
services.<br />
The Fed introduced quantit<strong>at</strong>ive easing <strong>at</strong> the end of<br />
2008, and a second round (QE2) followed <strong>at</strong> the end of<br />
2010. A third round (QE3) started in Septem<strong>be</strong>r 2012, with<br />
the Fed buying about $85 billion of bonds each month.<br />
One potential danger of quantit<strong>at</strong>ive easing is th<strong>at</strong> it leads<br />
<strong>to</strong> higher infl<strong>at</strong>ion, which is why the European Central Bank<br />
has <strong>be</strong>en reluctant <strong>to</strong> follow this policy. So far, however, the<br />
pessimists have <strong>be</strong>en wrong: infl<strong>at</strong>ion has stayed very low.<br />
Central banks have <strong>to</strong> decide when and how quickly <strong>to</strong><br />
withdraw such a monetary stimulus. In other words, they<br />
need an “exit str<strong>at</strong>egy”. In June, Fed chairman Ben Bernanke<br />
suggested th<strong>at</strong> the Fed would gradually reduce the num<strong>be</strong>r<br />
Money, money, money: will it help <strong>to</strong> increase demand?<br />
of bonds it buys this year, a process th<strong>at</strong> has <strong>be</strong>en given the<br />
name “tapering”. If all goes well and unemployment in the<br />
US falls <strong>to</strong> around 7 per cent, the Fed will s<strong>to</strong>p its QE3 programme<br />
completely in 2014.<br />
The key question is whether the Fed can withdraw its stimulus<br />
in a way th<strong>at</strong> produces a soft landing. If not, the world<br />
economy could <strong>be</strong> thrown in<strong>to</strong> another recession and financial<br />
crisis.<br />
■BS<br />
Finance<br />
Quantit<strong>at</strong>ive easing (QE)<br />
[)kwQntItEtIv (i:zIN]<br />
billion [(bIljEn]<br />
boost sth. [bu:st]<br />
credit an account [)kredIt En E(kaUnt]<br />
exit str<strong>at</strong>egy [(eksIt )strÄtEdZi]<br />
government bonds<br />
[)gVvənmEnt (bQndz]<br />
health care [(helT keE]<br />
housing market [(haUzIN )mA:kIt]<br />
interest r<strong>at</strong>e [(IntrEst reIt]<br />
monetary policy [)mVnItEri (pQlEsi]<br />
money supply [(mVni sE)plaI]<br />
rally [(rÄli]<br />
reluctant: <strong>be</strong> ~ <strong>to</strong> do sth. [ri(lVktEnt]<br />
share [SeE]<br />
staples [(steIp&lz]<br />
stimulus [(stImjUlEs]<br />
tapering [(teIpErIN]<br />
utilities [ju(tIlEtiz]<br />
yield [ji:&ld]<br />
Wh<strong>at</strong> is a “SHUT” rally?<br />
With ultra-low yields on safe government bonds, inves<strong>to</strong>rs<br />
put lots of money in<strong>to</strong> shares in the first half of<br />
2013. Much of this went in<strong>to</strong> “safe” companies from<br />
four basic sec<strong>to</strong>rs: staples, health care, utilities and<br />
telecoms. This led <strong>to</strong> the name “SHUT” rally.<br />
quantit<strong>at</strong>ive/monetäre<br />
Lockerung<br />
Milliarde(n)<br />
etw. ankur<strong>be</strong>ln<br />
ein Kon<strong>to</strong> entlasten<br />
Ausstiegsstr<strong>at</strong>egie; hier: zur<br />
Liquiditätsverringerung<br />
Sta<strong>at</strong>sanleihen<br />
Gesundheitswesen<br />
Immobilienmarkt<br />
Zinss<strong>at</strong>z<br />
Geldpolitik<br />
Geldmenge<br />
Aufschwung<br />
zögern, etw. zu tun<br />
Aktie<br />
Grundnahrungsmittel; hier:<br />
Nahrungsmittelbranche<br />
Anreiz, Impuls(e)<br />
spitz zulaufend; hier:<br />
Reduzierung der<br />
Anleiheaufkäufe<br />
Versorgungswirtschaft<br />
Rendite<br />
IAN MCMASTER is edi<strong>to</strong>r-in-chief of <strong>Business</strong> <strong>Spotlight</strong>.<br />
You can also read his weekly blog on <strong>to</strong>pics rel<strong>at</strong>ing<br />
<strong>to</strong> global business <strong>at</strong> www.business-spotlight.de/blogs<br />
Contact: i.mcmaster@spotlight-verlag.de<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
5/2013<br />
www.business-spotlight.de 59
■ LANGUAGE TEACHER TALK<br />
Towards a healthier balance<br />
Englisch als Verkehrssprache in Lehre und Forschung kommt immer größere Bedeutung<br />
zu. Welchen Einfluss h<strong>at</strong> das auf die Methoden im <strong>Business</strong>-Englisch-Unterricht?<br />
DEBORAH CAPRAS sprach darü<strong>be</strong>r mit Stephanie Ashford, die an einer deutschen Hochschule<br />
die Sprachabteilung leitet.<br />
Who is<br />
Stephanie Ashford?<br />
Stephanie Ashford runs the<br />
language department <strong>at</strong> the<br />
Duale Hochschule Baden-<br />
Württem<strong>be</strong>rg. Her recent public<strong>at</strong>ions<br />
include <strong>Business</strong> Proficiency (Klett), a<br />
coursebook for students in higher educ<strong>at</strong>ion, and<br />
a business simul<strong>at</strong>ion called StartUp Enterprise<br />
(ELT Blueprints). She holds a Master’s in Teaching<br />
English for Specific Purposes (ESP) and is<br />
currently doing a doc<strong>to</strong>r<strong>at</strong>e in higher educ<strong>at</strong>ion<br />
management. Her research interests include intern<strong>at</strong>ionaliz<strong>at</strong>ion<br />
and language policy.<br />
Website: www.executive-english.biz<br />
Contact: stephanie_ashford@mac.com<br />
Current teaching position<br />
I teach business English, lecture in intern<strong>at</strong>ional marketing<br />
and run the language department <strong>at</strong> a German university th<strong>at</strong><br />
provides <strong>work</strong>-study degree courses in business and the social<br />
sciences.<br />
Home<br />
I’m from England but now live in a village in the south of<br />
Germany.<br />
Why and when did you choose <strong>to</strong> go in<strong>to</strong> business English<br />
teaching?<br />
After university, I <strong>work</strong>ed for a local magazine and taught En -<br />
glish in language schools in Brigh<strong>to</strong>n and in Oxford — while<br />
deciding wh<strong>at</strong> <strong>to</strong> do next. When the magazine went bust, I <strong>be</strong>gan<br />
teaching business English. Then opportunity knocked and<br />
I was offered a job in Germany. I’m still here, many years l<strong>at</strong>er.<br />
Languages spoken<br />
As well as English, I’m fluent in German and can hold everyday<br />
convers<strong>at</strong>ions in Italian and French. I went <strong>to</strong> school in<br />
Namibia for two years and passed an exam in Afrikaans, even<br />
though I couldn’t string a sentence <strong>to</strong>gether.<br />
<strong>How</strong> will teaching business English change in the next five<br />
years?<br />
The growing use of English in teaching and research <strong>at</strong> universities<br />
in Europe is already changing the way we teach business<br />
English. “One-size-fits-all” business English courses will<br />
give way <strong>to</strong> more specialized language courses in areas such<br />
as accountancy and est<strong>at</strong>e management, and business communic<strong>at</strong>ion<br />
skills will <strong>be</strong> taught separ<strong>at</strong>ely from languages.<br />
More use will <strong>be</strong> made of online learning pl<strong>at</strong>forms, with less<br />
time spent in the classroom. Demand for English for Academic<br />
Purposes (EAP) will continue <strong>to</strong> rise. Some business<br />
English teachers will start providing language support <strong>to</strong><br />
academic administr<strong>at</strong>ors and lecturers. Some may <strong>be</strong>come<br />
lecturers themselves.<br />
Wh<strong>at</strong> do you offer th<strong>at</strong> makes your classes special?<br />
Many of my classes involve teaching the same group of<br />
students over several semesters, so I need <strong>to</strong> have a good<br />
<strong>work</strong>ing rel<strong>at</strong>ionship with them. In such courses, especially<br />
those with exams, I find th<strong>at</strong> students value consistency over<br />
“special” performances.<br />
Vorträge halten<br />
Dozent(in)<br />
Universal-<br />
die Gelegenheit ergab sich<br />
(gute) Kenntnisse<br />
Forschung<br />
keinen ganzen S<strong>at</strong>z bilden<br />
können<br />
academic administr<strong>at</strong>or<br />
[ÄkE)demIk Ed(mInIstreItE]<br />
accountancy [E(kaUntEnsi]<br />
bust: go ~ [bVst]<br />
consistency [kEn(sIstEnsi]<br />
coursebook [(kO:sbUk] UK<br />
do a doc<strong>to</strong>r<strong>at</strong>e [)du: E (dQktErEt]<br />
English for Specific Purposes (ESP)<br />
[)INglIS fE spE)sIfIk (p§:pEsIz]<br />
est<strong>at</strong>e management<br />
[I)steIt (mÄnIdZmEnt] UK<br />
fluent: <strong>be</strong> ~ in (a language)<br />
[(flu:Ent]<br />
higher educ<strong>at</strong>ion [)haIEr edju(keIS&n]<br />
language department<br />
[(lÄNgwIdZ di)pA:tmEnt]<br />
lecture [(lektSE]<br />
lecturer [(lektSErE]<br />
one-size-fits-all [)wVn )saIz )fIts (O:l]<br />
opportunity knocked [QpE)tju:nEti (nQkt]<br />
proficiency [prE(fIS&nsi]<br />
research [ri(s§:tS]<br />
string a sentence <strong>to</strong>gether:<br />
not <strong>be</strong> able <strong>to</strong> ~<br />
[)strIN E (sentEns tE)geDE]<br />
<strong>work</strong>-study degree course<br />
[)w§:k )stVdi di(gri: kO:s]<br />
Mitar<strong>be</strong>iter(in) in der<br />
Universitätsverwaltung<br />
Rechnungswesen<br />
Pleite gehen<br />
Beständigkeit<br />
Lehrbuch<br />
promovieren<br />
Englisch als Fachsprache<br />
Immobilienverwaltung<br />
(eine Sprache) fließend<br />
sprechen<br />
Hochschulausbildung<br />
Sprachabteilung<br />
duales Studium<br />
60 www.business-spotlight.de 5/2013
medium<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
“Language learning is a<br />
project — with objectives<br />
and miles<strong>to</strong>nes”<br />
The academic world:<br />
develop study<br />
and writing skills<br />
Wh<strong>at</strong> can learners do on their own <strong>to</strong> improve their language<br />
skills?<br />
They could start by thinking str<strong>at</strong>egically, tre<strong>at</strong>ing language<br />
learning as a project with objectives, miles<strong>to</strong>nes and resources,<br />
during which progress needs <strong>to</strong> <strong>be</strong> checked regularly.<br />
Less str<strong>at</strong>egic learners can follow their intuition. A fun, free<br />
and effective method is <strong>to</strong> learn your favourite songs. Ideally,<br />
the songs will <strong>be</strong> in good English.<br />
Wh<strong>at</strong> non-language skills do you focus on and why?<br />
Since I teach undergradu<strong>at</strong>es, I’m conscious of my role in<br />
helping them <strong>to</strong> develop study skills. <strong>How</strong>ever, academic writing<br />
always involves looking <strong>at</strong> language.<br />
<strong>How</strong> important is grammar?<br />
It’s essential for learners <strong>to</strong> develop an understanding of the<br />
structure of a language. I teach grammar on a “need-<strong>to</strong>-know”<br />
basis, using different methods flexibly.<br />
Wh<strong>at</strong> does English as a lingua franca mean <strong>to</strong> you?<br />
Some researchers claim th<strong>at</strong>, as a result of increased contact<br />
among non-n<strong>at</strong>ive speakers, there is a new variety of En glish<br />
th<strong>at</strong> is very different <strong>to</strong> other types of English. It’s an interesting<br />
idea, but there isn’t enough proof of it <strong>to</strong> persuade me <strong>to</strong><br />
teach differently.<br />
Is task-based learning the answer?<br />
Under certain conditions. The task should reflect situ<strong>at</strong>ions<br />
in which learners are likely <strong>to</strong> need English. They shouldn’t<br />
<strong>be</strong> thrown in<strong>to</strong> a task <strong>be</strong>fore <strong>be</strong>ing taught the necessary vocabulary<br />
first. Finally, language feedback is essential.<br />
Has any new kind of technology or <strong>to</strong>ol made a difference <strong>to</strong><br />
how you teach?<br />
To practise telephoning, I use a line simul<strong>at</strong>or. Dialogues can<br />
<strong>be</strong> recorded, which allows me <strong>to</strong> focus on the finer language<br />
points.<br />
academic [)ÄkE(demIk]<br />
bot<strong>to</strong>m [(bQtEm] UK<br />
graveyard [(greIvjA:d]<br />
line simul<strong>at</strong>or [(laIn )sImjuleItE]<br />
lingua franca<br />
[)lINgwE (frÄNkE]<br />
objective [Eb(dZektIv]<br />
PhD thesis [)pi: eItS (di: )Ti:sIs]<br />
quote [kwEUt]<br />
tap dance [(tÄp dA:ns]<br />
task-based [(tA:sk <strong>be</strong>Ist]<br />
undergradu<strong>at</strong>e<br />
[)VndE(grÄdZuEt]<br />
<strong>work</strong>-life-bank balance<br />
[)w§:k )laIf (bÄNk )bÄlEns]<br />
A non-ELT must-read<br />
Anything by Bill Bryson, a highly entertaining<br />
writer on travel, science and the English<br />
language.<br />
An ELT must-read<br />
Michael Swan’s Practical English Usage<br />
from Oxford University Press.<br />
Ambitions and dreams<br />
To finish my doc<strong>to</strong>r<strong>at</strong>e with a healthy <strong>work</strong>-life-bank balance.<br />
Favourite quote<br />
My current favourite is: “The average PhD thesis is nothing<br />
but the transference of bones from one graveyard <strong>to</strong> another.”<br />
(J. Frank Dobie)<br />
Who inspires you?<br />
David Crystal, for his encyclopedic knowledge of the English<br />
language and his ability <strong>to</strong> give inspiring talks without notes.<br />
One of your little-known moments of success<br />
Choreographing a Bollywood-style tap dance.<br />
Wh<strong>at</strong> language mistakes have made you laugh out loud?<br />
An Italian rel<strong>at</strong>ive of mine once gave a formal speech in En -<br />
glish th<strong>at</strong> <strong>be</strong>gan: “I would like <strong>to</strong> thank you from the heart of<br />
my bot<strong>to</strong>m.”<br />
■BS<br />
wissenschaftlich<br />
Hintern<br />
Friedhof<br />
Telefonsimul<strong>at</strong>or<br />
Lingua Franca,<br />
Verkehrssprache<br />
Ziel(setzung)<br />
Dissert<strong>at</strong>ion<br />
Zit<strong>at</strong><br />
Stepptanz<br />
auf Aufga<strong>be</strong>n basierend<br />
Student(in) vor dem ersten<br />
akademischen Grad<br />
(ausgewogenes) Verhältnis<br />
zwischen Ar<strong>be</strong>it, Priv<strong>at</strong>le<strong>be</strong>n<br />
und Einkommen<br />
www More for teachers <strong>at</strong> www.business-spotlight.de/teachers-zone<br />
5/2013<br />
www.business-spotlight.de 61
■ LANGUAGE PRODUCTS<br />
medium<br />
Wh<strong>at</strong>’s new?<br />
Sie wollen noch tiefer ins Englische eintauchen? Wir<br />
ha<strong>be</strong>n uns für Sie nach neuen Produkten umgesehen.<br />
E-<strong>work</strong>book (DVD-ROM)<br />
Global <strong>Business</strong> Class eWorkbook<br />
The general English coursebooks<br />
of the Global series now include<br />
an e-<strong>work</strong>book on business En -<br />
glish th<strong>at</strong> provides videos, <strong>work</strong>sheets<br />
and exercises. The e-<strong>work</strong>books<br />
are available <strong>at</strong> the CEF<br />
pre-intermedi<strong>at</strong>e, intermedi<strong>at</strong>e, upper intermedi<strong>at</strong>e<br />
and advanced levels. Lindsay Clandfield et al. (Macmillan/Hue<strong>be</strong>r),<br />
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Book with MP3 CD<br />
Key Words for Chemical Engineering<br />
This book is part of a series th<strong>at</strong> also includes<br />
Key Words for Au<strong>to</strong>motive Engineering,<br />
Key Words for Electrical Engineering<br />
and Key Words for Mechanical Engineering.<br />
The terms are presented in authentic<br />
engineering contexts and explained in definitions and example<br />
sentences. Collins COBUILD series (HarperCollins),<br />
£9.99 each<br />
CEF (Common European Frame<strong>work</strong><br />
of Reference for Languages)<br />
[)si: i: (ef]<br />
chemical engineering<br />
[)kemIk&l )endZI(nIErIN]<br />
cold call [(kEUld kO:l]<br />
mechanical engineering<br />
[mI)kÄnIk&l )endZI(nIErIN]<br />
phrase [freIz]<br />
salespeople [(seI&lz)pi:p&l]<br />
sales referral<br />
[(seI&lz ri)f§:rEl]<br />
succession [sEk(seS&n]<br />
GER (Gemeinsamer<br />
Europäischer Referenzrahmen<br />
für Sprachen)<br />
chemische Verfahrenstechnik<br />
Kaltakquise<br />
Maschinenbau<br />
Ausdruck, Formulierung<br />
Verkaufspersonal<br />
(Weiter-)Empfehlung als<br />
Verkäufer(in)<br />
Nachfolge<br />
Books<br />
The Dragon Net<strong>work</strong><br />
The majority of Chinese companies <strong>to</strong>day<br />
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and traditional values supporting<br />
and influencing modern management<br />
practices in family firms. Other<br />
subjects include leadership styles, succession planning, the<br />
role of the wife in the family business, and the development<br />
and future of family enterprises in the globalized business<br />
world. A. B. Susan<strong>to</strong>, P<strong>at</strong>ricia Susan<strong>to</strong> (Wiley), €32.40<br />
Perfect Phrases for Sales Referrals<br />
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Referral str<strong>at</strong>egies are developed in various<br />
situ<strong>at</strong>ions: in person, on the phone,<br />
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SOLUTIONS<br />
Vocabulary (p. 44):<br />
a) physiotherapy<br />
b) physiotherapist<br />
c) therapy <strong>be</strong>nch<br />
d) height-adjustable<br />
e) modalities<br />
f) electrical stimul<strong>at</strong>ion<br />
g) exercises<br />
h) spine<br />
i) gym m<strong>at</strong><br />
j) stretch<br />
k) wall bars<br />
l) sling<br />
m) weights, dumb-<strong>be</strong>lls<br />
Grammar <strong>at</strong> Work<br />
(p. 45):<br />
a) as organized as<br />
b) <strong>be</strong>tter-dressed than<br />
c) more experienced than<br />
d) the least confident<br />
Transl<strong>at</strong>ion (p. 52):<br />
1. a) Wurden Ihre Reisekosten<br />
genehmigt?<br />
b) Ich finde es nicht gut,<br />
wenn Mitar<strong>be</strong>iter am Eingang<br />
rauchen.<br />
2. a) The budget won’t <strong>be</strong>/get<br />
cut until after the election.<br />
b) Not every household has/<br />
owns a car.<br />
English for...<br />
document management<br />
(pp. 56–57):<br />
a–1; b–2; c–1<br />
Legal English (p. 58):<br />
a) billing<br />
b) enquiries<br />
c) administr<strong>at</strong>ive<br />
d) deferred<br />
e) fees<br />
62 www.business-spotlight.de 5/2013
Use this list <strong>to</strong> practise key words from the current <strong>Business</strong> <strong>Spotlight</strong> magazine.<br />
KEY WORDS LANGUAGE n<br />
Nouns and noun phrases<br />
ATM (au<strong>to</strong>m<strong>at</strong>ed teller a bank machine, often outside a bank, th<strong>at</strong> you can use <strong>to</strong> get Geldau<strong>to</strong>m<strong>at</strong><br />
machine)<br />
cash from your account<br />
ID card an official card, such as a driving licence, with your name, d<strong>at</strong>e of Ausweis<br />
birth, pho<strong>to</strong>graph, etc. on it th<strong>at</strong> you can use <strong>to</strong> prove who you are<br />
mechanical engineering the science/profession th<strong>at</strong> deals with the design, construction Maschinenbau<br />
and use of machines<br />
pension scheme a system <strong>to</strong> save money during your <strong>work</strong>ing life th<strong>at</strong> will <strong>be</strong> paid Alterssicherungs system<br />
out in regular sums after you have retired<br />
refusal the act of saying th<strong>at</strong> you will not do or accept something Ablehnung<br />
surgery medical tre<strong>at</strong>ment th<strong>at</strong> involves a doc<strong>to</strong>r cutting in<strong>to</strong> a person’s Chirurgie; chirurgische<br />
body<br />
Behandlung<br />
yield the amount of money earned, typically on an investment Rendite<br />
Verbs<br />
achieve sth. <strong>to</strong> succeed in doing something you wanted <strong>to</strong> do, especially after etw. erreichen<br />
a lot of hard <strong>work</strong><br />
appoint sb. sth. <strong>to</strong> give a job or role <strong>to</strong> somebody jmdn. zu etw. ernennen<br />
clarify sth. <strong>to</strong> make something easier <strong>to</strong> understand by giving a more detailed etw. klarstellen<br />
or a simpler explan<strong>at</strong>ion<br />
collabor<strong>at</strong>e <strong>to</strong> <strong>work</strong> <strong>to</strong>gether with someone <strong>to</strong> cre<strong>at</strong>e something zusammenar<strong>be</strong>iten<br />
deny sth. <strong>to</strong> say th<strong>at</strong> something is not true etw. abstreiten<br />
draft sth. <strong>to</strong> write a document such as a report or proposal th<strong>at</strong> may have etw. abfassen<br />
changes made <strong>to</strong> it <strong>be</strong>fore it is finished<br />
perform <strong>to</strong> <strong>work</strong> in a way th<strong>at</strong> meets a certain standard Leistungen erbringen<br />
s<strong>to</strong>re sth. <strong>to</strong> keep something in electronic form for future use etw. speichern<br />
suspect <strong>to</strong> <strong>be</strong>lieve th<strong>at</strong> something is true, especially something th<strong>at</strong> is bad den Verdacht hegen<br />
take off <strong>to</strong> <strong>be</strong>come popular or successful sich durchsetzen<br />
Adjectives and adverbs<br />
assertive having or showing a confident and forceful personality <strong>be</strong>stimmend<br />
deli<strong>be</strong>r<strong>at</strong>e not by chance; planned absichtlich (her<strong>be</strong>igeführt)<br />
fast-paced happening or changing very quickly and often including a lot of temporeich<br />
different things <strong>at</strong> the same time<br />
inventive very good <strong>at</strong> thinking of new things or new ideas, very cre<strong>at</strong>ive einfallsreich<br />
mutually by, <strong>to</strong> or for each of two or more people gegenseitig; für <strong>be</strong>ide Seiten<br />
upcoming happening in the (near) future <strong>be</strong>vorstehend<br />
Idioms and expressions<br />
<strong>at</strong> all costs regardless of the cost of wh<strong>at</strong> it takes <strong>to</strong> do something um jeden Preis<br />
<strong>be</strong><strong>at</strong> the competition <strong>to</strong> <strong>be</strong> <strong>be</strong>tter than everyone else who is offering similar products or <strong>be</strong>sser sein als die Konkurservices<br />
renz<br />
<strong>be</strong> economical with the not <strong>to</strong> say everything th<strong>at</strong> you know in order <strong>to</strong> hide the truth es mit der Wahrheit nicht so<br />
truth<br />
genau nehmen<br />
go bust <strong>to</strong> run out of money, <strong>to</strong> go bankrupt Pleite gehen<br />
keep sb. posted on sth. <strong>to</strong> make sure th<strong>at</strong> somebody is informed about the l<strong>at</strong>est develop- jmdn. ü<strong>be</strong>r etw. auf dem<br />
ments or news, often in an area th<strong>at</strong> interests them<br />
Laufenden halten<br />
www Subscri<strong>be</strong>rs <strong>to</strong> <strong>Business</strong> <strong>Spotlight</strong> can download the following lists <strong>at</strong> www.business-spotlight.de/words<br />
n a PDF of this Key Words list with an MP3 audio file of the words, definitions and example sentences<br />
n a PDF of the complete vocabulary list (English–German) for each magazine<br />
5/2013<br />
www.business-spotlight.de 63
Broaden your<br />
Studieren oder Ar<strong>be</strong>iten im Ausland: das wird immer<br />
mehr zum Normalfall. Im ersten Teil unserer zweiteiligen<br />
Serie geht VICKI SUSSENS der Frage nach, warum es Studierende<br />
in andere Länder zieht und welche Erfahrungen<br />
sie da<strong>be</strong>i machen.<br />
medium<br />
Carlos B., an MBA gradu<strong>at</strong>e from Barcelona, has<br />
<strong>be</strong>en looking for <strong>work</strong> for two years. He did<br />
have one job, with an online start-up, but it<br />
closed down soon after he had joined. A friend<br />
who studied musicology is now <strong>work</strong>ing as a<br />
waiter in Berlin, and Carlos is thinking of joining him.<br />
“You go <strong>to</strong> university, prepare yourself well for a career and<br />
then the only jobs you are offered are unskilled,” he says.<br />
Carlos is one of an estim<strong>at</strong>ed 23.5 per cent of jobless<br />
young people in Europe, according <strong>to</strong> Eurost<strong>at</strong> figures for<br />
April 2013. The recession has hit youth twice as hard as<br />
any other group in the EU, causing a wave of euro-crisis<br />
“refugees” moving <strong>to</strong> stronger EU countries <strong>to</strong> find <strong>work</strong>.<br />
Gradu<strong>at</strong>es like Carlos are among them.<br />
But it is not just euro-crisis countries where the job market<br />
for gradu<strong>at</strong>es is difficult. The UK and US both report<br />
th<strong>at</strong> firms will <strong>be</strong> employing fewer new gradu<strong>at</strong>es this year.<br />
In the UK, the num<strong>be</strong>r of former students with non-gradu<strong>at</strong>e<br />
jobs is now back <strong>to</strong> the level of the 1990s recession.<br />
The German market looks good by comparison. A recent<br />
study by the Institut für Ar<strong>be</strong>itsmarkt- und Berufsforschung<br />
shows th<strong>at</strong> only 2.5 per cent of university gradu<strong>at</strong>es are<br />
without jobs, compared <strong>to</strong> 3.6 per cent in 2006.<br />
<strong>to</strong> join the global<br />
<strong>work</strong>force, finding employment not only in Germany but<br />
also elsewhere, do so in economically uncertain times.<br />
They also have <strong>to</strong> deal with the problem of “qualific<strong>at</strong>ion<br />
infl<strong>at</strong>ion”. With Europeans more educ<strong>at</strong>ed than ever <strong>be</strong>-<br />
MBA (Master of <strong>Business</strong> Administr<strong>at</strong>ion) Absolvent(in) eines MBAgradu<strong>at</strong>e<br />
[em bi: )eI (grÄdZuEt]<br />
Studiengangs<br />
musicology [)mju:zI(kQlEdZi]<br />
Musikwissenschaft<br />
non-gradu<strong>at</strong>e job<br />
Tätigkeit, für die kein<br />
[)nQn )grÄdZuEt (dZQb]<br />
akademischer Abschluss<br />
erforderlich ist<br />
refugee [)refju(dZi:]<br />
Flüchtling<br />
unskilled job [)VnskIld (dZQb]<br />
ungelernte Tätigkeit<br />
<strong>work</strong>force [(w§:kfO:s]<br />
Ar<strong>be</strong>itnehmerschaft<br />
Fuse
STUDYING ABROAD CAREERS ■<br />
fore, it is no longer enough <strong>to</strong> have just a degree on your<br />
CV. You often also need a postgradu<strong>at</strong>e degree, overseas<br />
study experiences and internships. Wh<strong>at</strong> does this mean for<br />
current students wanting <strong>to</strong> study abroad? Should they join<br />
the qualific<strong>at</strong>ions race? Absolutely.<br />
Intercultural competence and language skills are the <strong>to</strong>p<br />
skills th<strong>at</strong> firms look for in applicants. Indeed, global employers<br />
whose <strong>work</strong>force does not have these skills say<br />
they can lose clients, according <strong>to</strong> “Culture <strong>at</strong> Work”, a report<br />
published this year by the British Council, the market<br />
research firm Ipsos and the management consultants Booz<br />
Allen Hamil<strong>to</strong>n.<br />
Livia Freudl, head of corpor<strong>at</strong>e programmes in Siemens’s<br />
corpor<strong>at</strong>e HR department in Munich, says her firm looks<br />
for more than just proof of intern<strong>at</strong>ional experience on a<br />
CV. “Only if you really reflect on your intern<strong>at</strong>ional experience<br />
and find ways <strong>to</strong> integr<strong>at</strong>e it in<strong>to</strong> your life, can you<br />
m<strong>at</strong>ure and bring th<strong>at</strong> experience constructively in<strong>to</strong> the<br />
<strong>work</strong>place,” she says.<br />
In other words, the process of broadening your horizons<br />
by studying abroad is as good for your potential employers<br />
as it is for you. So don’t just study abroad <strong>to</strong> get a job;<br />
do so <strong>to</strong> enrich yourself personally.<br />
now, I’ll<br />
cross th<strong>at</strong> bridge when I come <strong>to</strong> it,” says Martin L. from<br />
Frankfurt am Main, who is one year in<strong>to</strong> a Bachelor of<br />
Civil Engineering degree in Uppsala, Sweden. At present,<br />
he is enjoying <strong>be</strong>ing a student, which he sees as a one-off<br />
chance <strong>to</strong> <strong>be</strong> part of a community of kindred spirits who<br />
are full of curiosity, a sense of fun and the desire <strong>to</strong> change<br />
the world.<br />
At the same time, he is testing his skills in all directions:<br />
<strong>work</strong>ing on his ability <strong>to</strong> <strong>be</strong>come an active<br />
part of a new culture, mastering a<br />
foreign language (he is studying in<br />
Swedish) and doing a degree th<strong>at</strong> he<br />
chose carefully <strong>to</strong> meet his particular<br />
learning needs.<br />
Another good reason <strong>to</strong> study abroad is <strong>be</strong>cause there is<br />
so much support <strong>to</strong> do so. With the economy demanding<br />
global <strong>work</strong>ers, countries wanting an innov<strong>at</strong>ive <strong>work</strong>force<br />
and universities competing <strong>to</strong> <strong>at</strong>tract foreign students, a lot<br />
has <strong>be</strong>en done in the past 20 years <strong>to</strong> standardize courses,<br />
ease the transfer of credits and finance student mobility.<br />
Universities all over the world have formed partnerships<br />
<strong>to</strong> facilit<strong>at</strong>e student exchanges, either for one or two semesters,<br />
a full year or an entire degree. Many universities offer<br />
courses not only in their own n<strong>at</strong>ional language but also<br />
in English.<br />
might think.<br />
Johanna W., who is doing her Civil Engineering Master’s<br />
<strong>at</strong> Bochum University, received an email from her university<br />
announcing a scholarship for a summer research internship<br />
in 2012 <strong>at</strong> Prince<strong>to</strong>n University’s Keller Center.<br />
“I applied, never thinking I would get it,” she says. But she<br />
did. It paid for all her costs except the flight.<br />
In Europe, the most popular way of studying abroad is<br />
on an Erasmus programme, which was recently improved<br />
as part of the EU’s “Europe 2020” drive <strong>to</strong> cre<strong>at</strong>e growth<br />
and jobs. EU Educ<strong>at</strong>ion Commissioner Androulla Vassi -<br />
liou says th<strong>at</strong> the new “Erasmus for All”, which starts in<br />
2014, is a response <strong>to</strong> unemployment and job changes in<br />
the <strong>work</strong>place.<br />
By 2020, it is estim<strong>at</strong>ed th<strong>at</strong> over a third of all jobs<br />
will require a high level of skills, flexibility and the ability<br />
<strong>to</strong> innov<strong>at</strong>e. One of the goals of Europe 2020 is <strong>to</strong> help<br />
people develop their potential. It wants <strong>to</strong> raise the share<br />
of young people with a higher educ<strong>at</strong>ion from 31 per cent<br />
<strong>to</strong> 40 per cent by 2020. A budget of €19 billion, about a<br />
70 per cent increase in the current funding, will allow 4<br />
Don’t just study abroad <strong>to</strong> get a job;<br />
do so <strong>to</strong> enrich yourself personally<br />
Bewer<strong>be</strong>r(in)<br />
sich <strong>be</strong>wer<strong>be</strong>n<br />
Milliarde(n)<br />
ich lasse die Dinge auf<br />
mich zukommen<br />
Bauingenieurwesen<br />
konkurrieren<br />
Unternehmens-<br />
Anrechnungspunkte,<br />
Note<br />
Le<strong>be</strong>nslauf<br />
akademischer Grad/<br />
Abschluss<br />
hier: Str<strong>at</strong>egie, Programm<br />
etw. lockern<br />
Bildungskommissar(in)<br />
etw. ermöglichen,<br />
erleichtern<br />
applicant [(ÄplIkEnt]<br />
apply [E(plaI]<br />
billion [(bIljEn]<br />
bridge: I’ll cross th<strong>at</strong> ~ when<br />
I come <strong>to</strong> it [brIdZ]<br />
civil engineering [)sIv&l endZI(nIErIN]<br />
compete [kEm(pi:t]<br />
corpor<strong>at</strong>e [(kO:pErEt]<br />
credit [(kredIt]<br />
CV (curriculum vitae) [)si: (vi:]<br />
degree [di(gri:]<br />
drive [draIv]<br />
ease sth. [i:z]<br />
educ<strong>at</strong>ion commissioner<br />
[edju(keIS&n kE)mIS&nE]<br />
facilit<strong>at</strong>e sth.<br />
[fE(sIlEteIt]<br />
funding [(fVndIN]<br />
goal [gEUl]<br />
higher educ<strong>at</strong>ion [)haIEr edju(keIS&n]<br />
HR (human resources) department<br />
[)eItS (A: di)pA:tmEnt]<br />
internship [(Int§:nSIp]<br />
kindred spirit [)kIndrEd (spIrIt]<br />
management consultant<br />
[)mÄnIdZmEnt kEn(sVltEnt]<br />
master sth. [(mA:stE]<br />
m<strong>at</strong>ure [mE(tSUE]<br />
one-off [)wVn (Qf] UK ifml.<br />
postgradu<strong>at</strong>e degree<br />
[pEUst)grÄdZuEt di(gri:]<br />
research (sth.) [ri(s§:tS]<br />
scholarship [(skQlESIp]<br />
Finanzierung, finanzielle<br />
Unterstützung<br />
Ziel<br />
Hochschulbildung<br />
Personalabteilung<br />
Praktikum<br />
Gleichgesinnte(r)<br />
Unternehmens<strong>be</strong>r<strong>at</strong>er(in)<br />
etw. meistern<br />
reifen; sich weiterentwickeln<br />
einmalig<br />
Abschluss in einem weiterführenden<br />
Studium<br />
Forschung; etw. recherchieren<br />
Stipendium<br />
5/2013<br />
www.business-spotlight.de 65
■ CAREERS STUDYING ABROAD<br />
Erasmus <strong>to</strong> send three million university and voc<strong>at</strong>ional<br />
students <strong>to</strong> study or train abroad.<br />
Unlike other programmes, Erasmus exchanges are regarded<br />
as an integral part of an existing course of study<br />
and are given formal academic recognition. Erasmus students<br />
can now choose from universities all over the world<br />
and not just in European countries. So if you want <strong>to</strong> study<br />
abroad, the world is your oyster, as the students we spoke<br />
<strong>to</strong> found out.<br />
“Because you meet people<br />
from so many cultures, it<br />
broadens your world view”<br />
Florian C., a 25-year-old Bachelor of<br />
<strong>Business</strong> Administr<strong>at</strong>ion student<br />
in Regensburg, did an Erasmus<br />
semester <strong>at</strong> Masaryk University in<br />
Brno, the second-largest university<br />
in the Czech Republic.<br />
him develop<br />
as a person. “You learn <strong>to</strong> <strong>be</strong> independent. You live with<br />
other students and have <strong>to</strong> organize trips. And <strong>be</strong>cause you<br />
meet people from so many cultures, it broadens your world<br />
view and breaks down cultural stereotypes,” he says.<br />
The semester also gave him a new learning experience.<br />
The classes of 30 were tiny compared <strong>to</strong> the hundreds in<br />
classes in Regensburg. “There was a much more personal<br />
rel<strong>at</strong>ionship <strong>be</strong>tween the professors and students and<br />
among the students themselves,” he says.<br />
The courses, in English, were partly the same as those in<br />
Regensburg, but a few were completely different. For example,<br />
he did a course on the transform<strong>at</strong>ion of the financial<br />
system, which he found very <strong>to</strong>pical.<br />
Erasmus students are famousfor their parties,which Flor -<br />
ian sees as a good thing, as long as one also studies. “They<br />
are an important way <strong>to</strong> learn about people,” he says.<br />
“I wanted <strong>to</strong> dive in<strong>to</strong> a<br />
<strong>to</strong>tally different world”<br />
Leonie W., a 25-year-old<br />
from Munich, is doing her<br />
Magisterar<strong>be</strong>it (the old German<br />
master’s) after having<br />
done a degree in empirical<br />
cultural science with a focus<br />
on European ethnology. She<br />
did an Erasmus semester in<br />
ethnology <strong>at</strong> the University of<br />
Nanterre in Paris.<br />
hers th<strong>at</strong><br />
don’t lead <strong>to</strong> a specific career are advised <strong>to</strong> study abroad<br />
<strong>to</strong> help them focus their interests. <strong>How</strong>ever, she chose <strong>to</strong><br />
do so “<strong>to</strong> dive in<strong>to</strong> a <strong>to</strong>tally different world and experience<br />
a new rhythm of life”. She had spent all her life in Munich<br />
and wanted <strong>to</strong> get out of her comfort zone.<br />
Leonie found it difficult studying in French but, luckily,<br />
she did not have <strong>to</strong> write exams. <strong>How</strong>ever, she improved<br />
her spoken French through her daily routine, such as going<br />
<strong>to</strong> the baker’s and bank. She now knows th<strong>at</strong> she<br />
would like <strong>to</strong> <strong>work</strong> in France.<br />
“When choosing a<br />
course, you have <strong>to</strong><br />
do a lot of research”<br />
Martin L. (23), from<br />
Frankfurt am Main, is<br />
currently doing his second<br />
year of a Bachelor of<br />
Civil Engineering <strong>at</strong> the<br />
Uppsala University in<br />
Sweden, which he organized<br />
himself.<br />
break sth. down [)breIk (daUn]<br />
etw. abbauen; hier: ü<strong>be</strong>rwinden<br />
business administr<strong>at</strong>ion<br />
Betriebswirtschaft(slehre}<br />
[)bIznEs EdmInI(streIS&n]<br />
comfort zone: get out of one’s ~ aus dem gewohnten Umfeld<br />
[(kVmfEt zEUn]<br />
ausbrechen<br />
Czech Republic [)tSek ri(pVblIk] Tschechische Republik<br />
dive in<strong>to</strong> sth. [)daIv (Intu]<br />
in etw. eintauchen<br />
expertise [)eksp§:(ti:z]<br />
Fachwissen<br />
rhythm [(rIDEm]<br />
[wg. Aussprache]<br />
the world is your oyster<br />
die Welt liegt dir zu Füßen<br />
[DE )w§:ld Iz jO:r (OIstE]<br />
tim<strong>be</strong>r construction [(tImbE kEn)strVkS&n] Holzbau(weise)<br />
<strong>to</strong>pical [(tQpIk&l]<br />
zeitgemäß, aktuell<br />
university of applied sciences<br />
Fachhochschule<br />
[ju:nI)v§:sEti Ev E)plaId (saIEnsIz]<br />
voc<strong>at</strong>ional student<br />
Berufsschüler(in)<br />
[vEU(keIS&nEl )stju:d&nt]<br />
in Engineering,<br />
focusing on tim<strong>be</strong>r construction <strong>at</strong> the University of<br />
Applied Sciences in Salzburg, Austria, but decided he wanted<br />
<strong>to</strong> extend his expertise by also doing a Bachelor of Civil<br />
Engineering.<br />
He chose Sweden <strong>be</strong>cause he wanted <strong>to</strong> learn in a foreign<br />
language, and had already spent three years studying<br />
Swedish in Salzburg. After discovering th<strong>at</strong> most Swedish<br />
universities offer more or less the same degree, he chose <strong>to</strong><br />
study in Uppsala <strong>be</strong>cause the university city has a long tradition<br />
of student life.<br />
“You have <strong>to</strong> do a lot of research <strong>to</strong> find the right<br />
course,” he says. His experience with his first degree<br />
66 www.business-spotlight.de 5/2013
helped him know wh<strong>at</strong> <strong>to</strong> look for. “A<br />
degree may have the same title in different<br />
universities, but how it is taught<br />
can vary hugely,” he says. He recommends<br />
researching wh<strong>at</strong> subjects will <strong>be</strong> taught and the<br />
content of each of those subjects. “I would even advise<br />
looking <strong>at</strong> some of the recommended books,” he adds.<br />
Martin arranged his course of study with the university’s<br />
intern<strong>at</strong>ional student department. “They made it very<br />
easy for me <strong>to</strong> settle in,” he says. The university had a twoweek<br />
introduction programme for intern<strong>at</strong>ional students.<br />
But Martin also wanted <strong>to</strong> integr<strong>at</strong>e in<strong>to</strong> the local culture,<br />
so language was essential. He had learned Swedish for<br />
three years in his first degree, so decided not <strong>to</strong> do one of<br />
the university’s courses. Instead, he spoke as much Swedish<br />
as he could with locals, listened <strong>to</strong> them talking <strong>to</strong> each<br />
other, and generally irrit<strong>at</strong>ed them by asking for language<br />
explan<strong>at</strong>ions. With good Swedish skills, he soon <strong>be</strong>came<br />
part of various interesting social circles.<br />
“If you want <strong>to</strong> test if the area you<br />
are studying is right for you,<br />
you need <strong>to</strong> get as much handson<br />
experience as possible”<br />
Leonora J., from Munich, is currently<br />
studying for a Bachelor of Arts, majoring<br />
in development studies and the politics<br />
of South Asia <strong>at</strong> the University of<br />
Heidel<strong>be</strong>rg. Earlier this year, she did a<br />
semester <strong>at</strong> the School of Oriental and<br />
African Studies (SOAS) <strong>at</strong> the University<br />
of London, which she organized on<br />
her own.<br />
Study wh<strong>at</strong> interests you, but never<br />
forget you have <strong>to</strong> find <strong>work</strong> one day<br />
as part of her degree, she did an internship with Oxfam in<br />
Calcutta. Each experience has helped her narrow down her<br />
interests. Her experience in Calcutta, for example, made<br />
her realize th<strong>at</strong> she did not want <strong>to</strong> <strong>work</strong> in emergency aid,<br />
which she found stressful. “If you want <strong>to</strong> test if the area<br />
you are studying is right for you, you need <strong>to</strong> get as much<br />
hands-on experience as possible. Often, one has an idea<br />
about something th<strong>at</strong> is very different in practice.”<br />
Leonora organized her studies in London directly with<br />
the SOAS intern<strong>at</strong>ional office, <strong>be</strong>cause her institute <strong>at</strong> the<br />
University of Heidel<strong>be</strong>rg is not part of the Erasmus programme.<br />
The London fees were high, so she successfully<br />
applied for a PROMOS (Programm zur Steigerung der<br />
Mobilität von deutschen Studierenden) grant of €500 a<br />
month from the Deutscher Akademischer Austauschdienst<br />
(DAAD), which provides scholarships for both German<br />
and foreign exchange students. She also received an overseas<br />
BAföG grant. “You can get this even if you aren’t<br />
eligible <strong>to</strong> get BAföG <strong>to</strong> study in Germany,” she explains.<br />
Leonora says she made the mistake of not giving herself<br />
enough time. She arrived just <strong>be</strong>fore the course started and<br />
spent the first few weeks in a youth hostel. “You need <strong>at</strong><br />
least six weeks <strong>to</strong> settle in,” she says.<br />
Leonora <strong>be</strong>lieves it’s important <strong>to</strong> study wh<strong>at</strong> interests<br />
you, but never <strong>to</strong> forget th<strong>at</strong> you have <strong>to</strong> find <strong>work</strong> one day.<br />
Testing your studies in practical ways <strong>to</strong> see how they can<br />
turn in<strong>to</strong> a job is therefore essential. In London, for example,<br />
she met someone from the DAAD who gave her a new<br />
idea for a career — doing cultural exchange <strong>work</strong>. ■BS<br />
For more inform<strong>at</strong>ion<br />
a lot of intern<strong>at</strong>ional<br />
experience. She did a school term in Canterbury<br />
in the UK. Then, after her Abitur, she spent half a<br />
year travelling through India with a friend. And last year,<br />
eligible [(elIdZEb&l]<br />
<strong>be</strong>rechtigt<br />
emergency aid [i)m§:dZEnsi (eId] K<strong>at</strong>astrophenhilfe<br />
fees [fi:z]<br />
hier: Studiengebühren<br />
found<strong>at</strong>ion [faUn(deIS&n]<br />
Stiftung<br />
funding [(fVndIN]<br />
Finanzierung, finanzielle<br />
Unterstützung<br />
grant [grA:nt]<br />
Zuschuss; hier auch:<br />
Stipendium<br />
hands-on [)hÄndz (Qn]<br />
praktisch<br />
irrit<strong>at</strong>e sb. [(IrIteIt]<br />
jmdm. auf die Nerven gehen<br />
loan [lEUn]<br />
Darlehen, Kredit<br />
major in sth. [(meIdZ&r In*] US etw. im Hauptfach studieren<br />
narrow sth. down [)nÄrEU (daUn] etw. eingrenzen<br />
scholarship [(skQlESIp]<br />
Stipendium<br />
school term: do a ~ in...<br />
ein Schulhalbjahr in<br />
[(sku:l t§:m]<br />
... verbringen<br />
settle in [)set&l (In]<br />
sich eingewöhnen<br />
youth hostel [(ju:T )hQst&l]<br />
Jugendher<strong>be</strong>rge<br />
*This symbol marks standard US pronunci<strong>at</strong>ion th<strong>at</strong> differs from standard UK pronunci<strong>at</strong>ion.<br />
5/2013<br />
ERASMUS FOR ALL<br />
■ http://ec.europa.eu/educ<strong>at</strong>ion/erasmus-for-all<br />
EU WEBSITE ON STUDYING ABROAD<br />
■ Learning Opportunities Throughout the European Space:<br />
http://ec.europa. eu/ploteus/home_en.htm<br />
CHOOSING A STUDY PROGRAMME<br />
■ www.intern<strong>at</strong>ionalstudent.com/study-centers<br />
■ www.studis-online.de<br />
■ www.studienwahl.de<br />
FUNDING<br />
■ DAAD (Deutscher Akademischer Austauschdienst):<br />
www.daad.de<br />
■ Scholarships and student loans for intern<strong>at</strong>ional students:<br />
www.iefa.org<br />
■ Scholarships from universities and priv<strong>at</strong>e found<strong>at</strong>ions in<br />
Germany www.stiftungen.org<br />
www More career trends <strong>at</strong> www.business-spotlight.de/careers<br />
VICKI SUSSENS is a South African journalist and<br />
an edi<strong>to</strong>r <strong>at</strong> <strong>Business</strong> <strong>Spotlight</strong>, with a special<br />
focus on man agement and social issues. Contact:<br />
v.sussens@spotlight-verlag.de<br />
www.business-spotlight.de 67
■ CAREERS TIPS AND TRENDS<br />
All in a day’s <strong>work</strong><br />
medium<br />
Wie verhalten Sie sich neuen Aufga<strong>be</strong>n gegenü<strong>be</strong>r? Machen Sie Notizen lie<strong>be</strong>r auf dem iPad oder<br />
im Notizbuch? H<strong>at</strong> eine Ar<strong>be</strong>it auf Abruf Vor- oder Nachteile? MARGARET DAVIS gibt Antworten.<br />
New responsibilities<br />
The deep end<br />
Your boss wants you <strong>to</strong> accept more responsibility without giving you<br />
much time <strong>to</strong> prepare for it. Wh<strong>at</strong> do you do if you’ve <strong>be</strong>en thrown in<br />
<strong>at</strong> the deep end? “The first thing is, don’t panic,” says career coach Jenny<br />
Ungless. “The fact of the m<strong>at</strong>ter is th<strong>at</strong> you’ve <strong>be</strong>en promoted <strong>be</strong>cause<br />
someone thinks you’re capable,” Ungless <strong>to</strong>ld the Financial Times.<br />
Don’t get lost in details, advises executive coach Geraldine Gallacher.<br />
“You can get distracted by the newness of everything and forget <strong>to</strong><br />
bre<strong>at</strong>he, so it is vital <strong>to</strong> cre<strong>at</strong>e space by looking above and <strong>be</strong>yond your<br />
immedi<strong>at</strong>e situ<strong>at</strong>ion and reminding yourself of your goals.”<br />
Find out wh<strong>at</strong> your boss’s priorities are, suggests Ungless. “For the first<br />
couple of weeks you have permission <strong>to</strong> ask stupid questions, so g<strong>at</strong>her<br />
inform<strong>at</strong>ion and get as clear a picture as possible.”<br />
Drowning in <strong>work</strong>? Set priorities<br />
Low tech<br />
Little black book<br />
Jim Domanski has a BlackBerry and an iPad, but<br />
the Canadian sales consultant says the <strong>to</strong>ol th<strong>at</strong><br />
keeps him most efficient is a paper notebook.<br />
“There is nothing more impressive than walking<br />
in<strong>to</strong> a meeting with your boss or a client and<br />
taking notes,” Domanski <strong>to</strong>ld The Glo<strong>be</strong> and<br />
Mail. “It shows you’re paying <strong>at</strong>tention.” The advantage<br />
of a notebook is having everything in one<br />
place, he adds. “Instead of having sheets here and<br />
there, notebooks here and there, smartphone<br />
notes here and there, your black book is the one<br />
place for everything,” he writes on his Telesales<br />
Master blog (www.telesalesmaster.com).<br />
iS<strong>to</strong>ckpho<strong>to</strong> (2)<br />
S<strong>to</strong>ckbyte<br />
Trend<br />
On call<br />
The num<strong>be</strong>r of British <strong>work</strong>ers with zero-hours contracts is growing.<br />
Nearly 25 per cent of employers with more than 100 employees<br />
are using such contracts, which require <strong>work</strong>ers <strong>to</strong> <strong>be</strong> on<br />
call but which do not provide them with regular hours. The concept<br />
is controversial <strong>be</strong>cause an employee’s <strong>work</strong>ing hours can<br />
change <strong>at</strong> short notice,<br />
making it difficult for<br />
<strong>work</strong>ers <strong>to</strong> make plans.<br />
Employers, among<br />
them A<strong>be</strong>rcrombie &<br />
Fitch, say the contracts<br />
allow them <strong>to</strong> <strong>be</strong> more<br />
flexible. Critics argue<br />
th<strong>at</strong> the system prevents<br />
<strong>work</strong>ers from receiving<br />
normal <strong>be</strong>nefits.<br />
Source: The Guardian<br />
No time <strong>to</strong> relax:<br />
zero-hours contracts<br />
<strong>at</strong> the deep end: <strong>be</strong> thrown in ~<br />
[)Ät DE (di:p end]<br />
<strong>be</strong>nefit [(<strong>be</strong>nIfIt]<br />
executive coach<br />
[Ig(zekjUtIv kEUtS]<br />
get distracted [)get dI(strÄktId]<br />
goal [gEUl]<br />
hours [(aUEz]<br />
ins kalte Wasser geworfen<br />
werden<br />
Zus<strong>at</strong>zleistung<br />
Trainer(in) für<br />
Führungskräfte<br />
sich ablenken lassen<br />
Ziel(setzung)<br />
Ar<strong>be</strong>itszeit(en)<br />
on call: <strong>be</strong> ~ [)Qn (kO:l]<br />
promote sb. [prE(mEUt]<br />
sales consultant [(seI&lz kEn)sVltEnt]<br />
sheet [Si:t]<br />
short notice: <strong>at</strong> ~ [)SO:t (nEUtIs]<br />
vital [(vaIt&l]<br />
zero-hours contract<br />
[)zIErEU )aUEz (kQntrÄkt]<br />
auf Abruf <strong>be</strong>reitstehen<br />
jmdn. <strong>be</strong>fördern<br />
Verkaufs<strong>be</strong>r<strong>at</strong>er(in)<br />
Bl<strong>at</strong>t<br />
kurzfristig<br />
sehr wichtig<br />
Null-Stunden-Vertrag<br />
68 www.business-spotlight.de 5/2013
Life-long<br />
learning:<br />
the <strong>be</strong>st<br />
way <strong>to</strong> get<br />
ahead<br />
On the job: not as<br />
much fun as expected<br />
HOW TO...<br />
Learn a new skill<br />
The experts agree th<strong>at</strong>, if you want <strong>to</strong> get ahead in your career,<br />
you need <strong>to</strong> learn new skills. Here are some points <strong>to</strong><br />
think about.<br />
■ Is your goal realistic? “There are certain limits <strong>to</strong> wh<strong>at</strong> you<br />
can learn,” says management professor Joseph Weintraub.<br />
“For example, you may want <strong>to</strong> <strong>be</strong> a brain surgeon, but not<br />
have the hand-eye coordin<strong>at</strong>ion required.”<br />
■ Will your company value your new skills? If they are not<br />
needed in your current field, or within your organiz<strong>at</strong>ion,<br />
you will probably not get financial support from your company.<br />
Are you willing <strong>to</strong> pay for your own training and <strong>to</strong><br />
take courses on your own time?<br />
■ <strong>How</strong> do you learn? Before starting a training programme,<br />
think about wh<strong>at</strong> kind of learner you are. Do you learn <strong>be</strong>st<br />
by listening <strong>to</strong> teachers or do you need <strong>to</strong> read texts or look<br />
<strong>at</strong> pictures? Or perhaps you learn <strong>be</strong>st by doing.<br />
■ Be p<strong>at</strong>ient. Learning a new skill takes time. “It usually<br />
takes six months or more <strong>to</strong> develop a new skill,” Weintraub<br />
says. And don’t expect your boss or colleagues <strong>to</strong> notice<br />
right away. “People around you will only notice 10 per cent<br />
of every 100 per cent change you make.”<br />
Dil<strong>be</strong>rt<br />
Source: Harvard <strong>Business</strong> Review<br />
Do a listening exercise on these texts on <strong>Business</strong> <strong>Spotlight</strong> Audio<br />
St<strong>at</strong>istically speaking<br />
Not wh<strong>at</strong> I had in mind<br />
The way a job is descri<strong>be</strong>d in an interview<br />
is often not how it is in real life. According<br />
<strong>to</strong> a US study, 65 per cent of men and<br />
56 per cent of women say their jobs have<br />
not met their expect<strong>at</strong>ions. The fac<strong>to</strong>rs employees<br />
said were most unlike their expect<strong>at</strong>ions<br />
were employee morale (40 per cent) and<br />
job responsibilities (39 per cent).<br />
Sources: Glassdoor.com; Harris Interactive (www.harrisinteractive.com)<br />
Deep down<br />
Managers with deep voices are more likely <strong>to</strong> lead<br />
large companies and <strong>to</strong> earn high salaries. They also<br />
stay in their jobs longer than bosses with higher voices,<br />
according <strong>to</strong> a Duke University study. It found th<strong>at</strong> a decrease<br />
in voice pitch of 22.1 hertz meant th<strong>at</strong> bosses<br />
earned $187,000 more a year and stayed in their jobs<br />
151 days longer. “Our results advance a rel<strong>at</strong>ively new<br />
area of research known as biological economics by documenting<br />
th<strong>at</strong> a trait known <strong>to</strong> indic<strong>at</strong>e success in biological<br />
competition is also associ<strong>at</strong>ed with success in the<br />
competition for <strong>to</strong>p corpor<strong>at</strong>e employment,” says Professor<br />
Bill Mayhew.<br />
advance sth. [Ed(vA:ns]<br />
etw. voranbringen<br />
assignment [E(saInmEnt]<br />
Auftrag, Aufga<strong>be</strong><br />
brain surgeon [(breIn )s§:dZEn]<br />
Hirnchirurg(in)<br />
competition [)kQmpE(tIS&n]<br />
Konkurrenzkampf<br />
corpor<strong>at</strong>e [(kO:pErEt]<br />
Unternehmensindic<strong>at</strong>e<br />
sth. [(IndIkeIt]<br />
etw. signalisieren<br />
interview [(IntEvju:]<br />
Vorstellungsgespräch<br />
telecommute [)telikE(mju:t]<br />
Telear<strong>be</strong>it machen<br />
trait [treIt]<br />
Wesensmerkmal<br />
voice pitch [(vOIs pItS]<br />
Stimmlage<br />
www.dil<strong>be</strong>rt.com dil<strong>be</strong>rtcar<strong>to</strong>onist@gmail.com<br />
© 5/6/2013 Scott Adams, Inc. Dist. by Universal Uclick<br />
Blend Images<br />
5/2013<br />
www.business-spotlight.de 69
■ CAREERS LEISURE TIME<br />
Away from your desk<br />
medium<br />
Verbannen Sie die englische Sprache und die englischsprachige Welt nicht an Ihren Ar<strong>be</strong>itspl<strong>at</strong>z!<br />
Mit Büchern, Kunst und anderen Genüssen räumen Sie ihnen auch in Ihrer Freizeit einen Pl<strong>at</strong>z ein.<br />
MARGARET DAVIS gibt Empfehlungen.<br />
Disturbing:<br />
Jackson’s<br />
Laundry Room<br />
Exhibition<br />
Richard Jackson, 74, is one of the most radical of<br />
American contemporary artists. His inventive paintings<br />
and sculptures make use of everything from old<br />
cars <strong>to</strong> machines th<strong>at</strong> throw paint <strong>at</strong> walls and canvases.<br />
The first retrospective of Jackson’s <strong>work</strong> will<br />
<strong>be</strong> shown <strong>at</strong> Munich’s Villa Stuck from 25 July <strong>to</strong> 13<br />
Oc<strong>to</strong><strong>be</strong>r. “Ain’t Painting a Pain” (Ist die Malerei nicht<br />
eine Qual) fe<strong>at</strong>ures install<strong>at</strong>ions produced <strong>be</strong>tween<br />
1969 and 2012. www.villastuck.de<br />
Book<br />
If you can get past the fact th<strong>at</strong><br />
Alan Rusbridger owns a Steinway<br />
and has Alfred Brendel over for<br />
dinner, you will probably enjoy Play<br />
It Again: An Am<strong>at</strong>eur Against the<br />
Impossible (Jon<strong>at</strong>han Cape). Rusbridger,<br />
edi<strong>to</strong>r-in-chief of The Guardian,<br />
writes about learning <strong>to</strong> play<br />
Chopin’s Ballade No. 1 in G Minor,<br />
one of the most difficult of piano pieces. At the same<br />
time, The Guardian is running the Wikileaks s<strong>to</strong>ry and<br />
its reporters are following the Japanese tsunami, the<br />
Arab Spring and phone hacking. This is a thoughtful,<br />
<strong>be</strong>hind-the-scenes memoir about journalism, politics —<br />
and the healing power of music.<br />
© Richard Jackson<br />
Pho<strong>to</strong>graphy<br />
Painted by Picasso,<br />
friend of surrealist<br />
painters and<br />
poets, the <strong>be</strong>autiful<br />
and talented American<br />
Lee Miller<br />
(1907–77) led an<br />
exciting life. A former fashion model, Miller <strong>be</strong>came<br />
a war pho<strong>to</strong>grapher. L<strong>at</strong>er, while <strong>work</strong>ing for<br />
Vogue magazine, she pho<strong>to</strong>graphed famous figures,<br />
including Dylan Thomas and Margot Fonteyn. A<br />
new selection from her archives is now available<br />
online <strong>at</strong> www.leemiller.co.uk The farm in East<br />
Sussex where she lived with her second husband,<br />
artist Roland Penrose, and their son, is open <strong>to</strong> the<br />
public. On display <strong>at</strong> Farley Farm House are <strong>work</strong>s<br />
by Miller, Penrose and their friends, among them,<br />
Picasso and Max Ernst. www.farleyfarmhouse.co.uk<br />
DVDs<br />
©Lee Miller Archives 2013<br />
Retro is in. Wh<strong>at</strong> Mad Men was <strong>to</strong> the 1960s advertising<br />
industry, The Hour is <strong>to</strong> 1950s television.<br />
This fast-paced BBC series about a TV news show<br />
fe<strong>at</strong>ures some of Britain’s <strong>to</strong>p young ac<strong>to</strong>rs,<br />
including Romola Garai and Ben Whishaw.<br />
Written by Abi Morgan (The Iron Lady), The<br />
Hour combines the freshness of early television<br />
news with Cold War politics and the<br />
influence of government on the <strong>work</strong> of the<br />
BBC. Series one and two are currently<br />
available as a boxed set.<br />
canvas [(kÄnvEs]<br />
contemporary [kEn(temp&rEri]<br />
edi<strong>to</strong>r-in-chief [)edItEr In (tSi:f]<br />
exhibition [)eksI(bIS&n]<br />
fast-paced [)fA:st (peIst]<br />
fe<strong>at</strong>ure sth. [(fi:tSE]<br />
get past sth. [)get (pA:st]<br />
G minor [)dZi: (maInE]<br />
inventive [In(ventIv]<br />
on display [)Qn dI(spleI]<br />
Leinwand<br />
zeitgenössisch<br />
Chefredakteur(in)<br />
Ausstellung<br />
temporeich<br />
etw. zeigen<br />
etw. ü<strong>be</strong>rwinden;<br />
hier: akzeptieren<br />
g-Moll<br />
einfallsreich<br />
ausgestellt, zu sehen<br />
Muse and<br />
artist:<br />
Lee Miller<br />
70 www.business-spotlight.de 5/2013
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for the 06/13 issue
Interfo<strong>to</strong><br />
Designs<br />
success<br />
on<br />
An der äußeren Form ließ sich einst schon von weitem jede Au<strong>to</strong>marke erkennen. Im Zuge der<br />
Globalisierung verschwanden die markanten Unterschiede. Heute setzen Au<strong>to</strong>hersteller wieder<br />
auf das Design, um sich von der Konkurrenz abzuhe<strong>be</strong>n, wie VICKI SUSSENS <strong>be</strong>richtet. advanced<br />
Cars define eras: the<br />
1960 Corvette Stingray
THE CAR INDUSTRY MANAGEMENT ■<br />
A<strong>be</strong>autiful car has a Renaissance sense<br />
of proportion, said legendary car designer<br />
Walter de Silva when the Golf<br />
VII was introduced last year. In a<br />
clear reference <strong>to</strong> less <strong>be</strong>autiful models<br />
on the road, the VW Group’s head of design<br />
said he does not aim for “baroque”. De Silva <strong>to</strong>ld<br />
the online magazine Au<strong>to</strong>motive News Europe<br />
th<strong>at</strong> minimalist styling is the look of the future<br />
and th<strong>at</strong> “flamboyant overdesign” in cars was<br />
over. But is it?<br />
Over the past 20 years, car design has indeed<br />
gone baroque as carmakers fight <strong>to</strong> make ever<br />
more models stand out in overcrowded markets.<br />
There’s not much Renaissance in <strong>to</strong>day’s f<strong>at</strong> wheels, big<br />
bums and squashed-looking roofs. Even nostalgic models<br />
are making comebacks in 21st-century overdesign. As one<br />
reader of For<strong>be</strong>s’s online “Ugliest cars of 2012” list commented<br />
about the new Mini Countryman: “It is like a Mini<br />
H<strong>at</strong>ch on steroids.”<br />
Global car sales in Europe, Japan and the US fell dram<strong>at</strong>ically<br />
after the financial crisis hit in 2008, with Europe<br />
reaching a 20-year low this year. In the US, they fell from<br />
16.6 million in 2006 <strong>to</strong> 14.3 million in 2012. The US is<br />
showing some signs of recovery, mainly <strong>be</strong>cause of improved<br />
management str<strong>at</strong>egies in the Detroit big three:<br />
Ford, General Mo<strong>to</strong>rs (GM) and Chrysler. Growth in Europe,<br />
however, is not expected <strong>to</strong> recover until 2019, say<br />
analysts AlixPartners.<br />
Falling sales have mostly <strong>be</strong>en blamed on the recession,<br />
as well as on four major trends: older Europeans<br />
moving away from cars, cars <strong>be</strong>coming <strong>to</strong>o expensive for<br />
under-35-year-olds, cars lasting longer and cities <strong>be</strong>coming<br />
increasingly car-unfriendly. But how many of the industry’s<br />
problems are self-made? Aren’t carmakers simply producing<br />
<strong>to</strong>o many cars th<strong>at</strong> are ugly, look largely the same —<br />
and are not wh<strong>at</strong> people want? As Toyota’s head, Akio<br />
Toyoda, said in Oc<strong>to</strong><strong>be</strong>r 2009, after his firm closed down<br />
a fac<strong>to</strong>ry <strong>be</strong>cause of falling sales, particularly among<br />
young Japanese: “They say th<strong>at</strong> young people are moving<br />
away from cars. But surely it is us, the au<strong>to</strong>makers, who<br />
have abandoned our passion for cars.”<br />
Figures show th<strong>at</strong> even during crises, some cars sell well.<br />
While record num<strong>be</strong>rs of cars were sold globally in 2007,<br />
On steroids: the not very<br />
mini Mini Countryman<br />
for example, Ford, GM and Chrysler were in deep trouble.<br />
Now, the American big three are showing a strong recovery<br />
while others struggle. And in Europe, despite falling<br />
sales, the German giants VW, Daimler and BMW continue<br />
<strong>to</strong> outperform other European carmakers.<br />
Their secret? Branding, say car experts. “All the<br />
marketing in the world cannot s<strong>to</strong>p people finding particular<br />
models ugly or boring,” says Ana Nicholls, an analyst<br />
<strong>at</strong> the Economist Intelligence Unit. “Car design is essential<br />
<strong>to</strong> increase market share.”<br />
In the good old days, drivers and their cars were like people<br />
and their dogs. A Volvo driver was different from a<br />
Jaguar driver. While each gener<strong>at</strong>ion of Volvo or Jaguar<br />
may have looked different, they remained recognizable. Perhaps<br />
it was the shape of the grille, or the curve of a bumper.<br />
A Volvo could never have <strong>be</strong>en mistaken for a Jaguar.<br />
Cars were emotional, exciting and stylish, and they defined<br />
whole epochs. The Cinquecen<strong>to</strong> was as much a part<br />
of the flavour of Italy as the Citroën DS was of France.<br />
Cars th<strong>at</strong> managed <strong>to</strong> cre<strong>at</strong>e a special magic enjoyed a cult<br />
4<br />
“They say th<strong>at</strong> young people are<br />
moving away from cars. But surely<br />
it is us, the au<strong>to</strong>makers, who have<br />
abandoned our passion for cars”<br />
Akio Toyoda, head of Toyota<br />
designs: have ~ on sth. [di(zaInz]<br />
abandon sth. [E(bÄndEn]<br />
baroque [bE(rQk]<br />
branding [(brÄndIN]<br />
bum [bVm] UK ifml.<br />
bumper [(bVmpE]<br />
design (sth.) [di(zaIn]<br />
flamboyant [flÄm(bOIEnt]<br />
flavour [(fleIvE]<br />
es auf etw. abgesehen ha<strong>be</strong>n<br />
etw. aufge<strong>be</strong>n, <strong>be</strong>gra<strong>be</strong>n<br />
Barock-Stil; hier: Stil mit ü<strong>be</strong>rladenen<br />
Formelementen<br />
Markenaufbau, -bildung<br />
Hinterteil; hier: Heck<br />
S<strong>to</strong>ßstange<br />
Konstruktion, Konstruktionskunst;<br />
etw. konstruieren<br />
extravagant<br />
Aroma; hier: Le<strong>be</strong>nsgefühl<br />
grille [grIl]<br />
h<strong>at</strong>ch(back) [(hÄtS(bÄk)]<br />
head of design [)hed Ev di(zaIn]<br />
outperform sb. [)aUtpE(fO:m]<br />
recovery [ri(kVvEri]<br />
Renaissance<br />
[ri(neIs&ns]<br />
sales [(seI&lz]<br />
squashed [skwQSt]<br />
stand out [)stÄnd (aUt]<br />
steroids: <strong>be</strong> on ~ [(stIErOIdz]<br />
Kühlergrill<br />
Wagen mit Heckklappe<br />
Leiter(in) der Konstruktionsabteilung<br />
erfolgreicher sein als jmd. anderes<br />
(Konjunktur-)Erholung<br />
Renaissance-Stil; hier: Stil mit<br />
klarer, einfacher Formensprache<br />
Abs<strong>at</strong>z<br />
pl<strong>at</strong>tgedrückt<br />
sich abhe<strong>be</strong>n, herausragen<br />
regelmäßig Steroide nehmen<br />
5/2013<br />
www.business-spotlight.de 73
Easy <strong>to</strong> identify:<br />
the new Golf VII<br />
Legendary: 1968<br />
Jaguar E-Type<br />
following. It didn’t m<strong>at</strong>ter th<strong>at</strong><br />
on long trips, one had <strong>to</strong> s<strong>to</strong>p <strong>to</strong><br />
repair an oil leak in a VW bus or<br />
cool an overhe<strong>at</strong>ed engine in a Mini. It was simply cool in<br />
the 1970s <strong>to</strong> drive those cars. But th<strong>at</strong> was when n<strong>at</strong>ional<br />
brands still controlled n<strong>at</strong>ional markets and there were typically<br />
three or four carmakers in each segment, making it<br />
easy <strong>to</strong> build strong brands. Then, in the 1980s, mergermania<br />
and globaliz<strong>at</strong>ion hit the car industry. Now, a few<br />
giant carmakers, owning a range of brands with no shared<br />
his<strong>to</strong>ries or reput<strong>at</strong>ions, produce an ever-broader num<strong>be</strong>r<br />
of models for global markets. Th<strong>at</strong> hasn’t <strong>be</strong>en good for<br />
brand development.<br />
In fact, if you <strong>to</strong>ok the badges off most cars <strong>to</strong>day, it<br />
would <strong>be</strong> a challenge <strong>to</strong> name the model. Even classes of<br />
cars are blurring as sedans “cross over” <strong>to</strong> <strong>be</strong>come more<br />
like SUVs, and once iconic car badges now appear on lesser<br />
models. Porsche, for example, once exclusively a sports<br />
car, now also comes as a monstrous, two-<strong>to</strong>nne Cayenne.<br />
Other legendary brands have died as new owners<br />
failed <strong>to</strong> give them the design <strong>at</strong>tention they needed. One<br />
is the Alfa Romeo, which was bought by Fi<strong>at</strong> 28 years ago.<br />
The “dream car” was once a leader in mo<strong>to</strong>r technology,<br />
wrote Der Spiegel recently. Porsche management drove<br />
Alfas long <strong>be</strong>fore they cre<strong>at</strong>ed their own sports models,<br />
and Enzo Ferrari <strong>work</strong>ed <strong>at</strong> Alfa <strong>be</strong>fore he started his own<br />
company. Now, Alfa Romeo is a “cult brand in a coma”,<br />
says Der Spiegel.<br />
Ironically, carmakers’ response <strong>to</strong> growing competition<br />
has made it harder <strong>to</strong> build strong brands. During the globaliz<strong>at</strong>ion<br />
of the 1990s, German premium manufacturers<br />
started <strong>to</strong> increase the choice of products within strongly<br />
“All the marketing in the world cannot s<strong>to</strong>p people<br />
finding particular models ugly or boring”<br />
Ana Nicholls, car analyst, Economist Intelligence Unit<br />
branded series. So, for example, the BMW 3 Series sedan<br />
<strong>be</strong>gan <strong>to</strong> <strong>be</strong> produced also as a cabriolet, a st<strong>at</strong>ion wagon<br />
and a h<strong>at</strong>chback. This str<strong>at</strong>egy was good for popular models,<br />
and the 3 Series has <strong>be</strong>en on Car and Driver magazine’s<br />
“Ten Best” list 22 times since 1992. The idea was increasingly<br />
copied by carmakers, producing high volumes of<br />
cars. “Now the name of the game is increasing consumer<br />
choice,” says Chris<strong>to</strong>ph Stuermer, head of au<strong>to</strong>mobileindustry<br />
research <strong>at</strong> global business analyst IHS.<br />
<strong>How</strong>ever, extending ranges only <strong>work</strong>s if branding<br />
is strong, and this is <strong>be</strong>coming a difficult balancing act.<br />
“Consistent branding will <strong>be</strong>come ever more important as<br />
car choice increases and cars <strong>be</strong>come <strong>be</strong>tter every year,”<br />
says Stuermer.<br />
Over the past ten years, the market has polarized, with<br />
buyers favouring either SUVs or smaller, fuel-efficient<br />
cars. Luxury models and cheap cars have also done <strong>be</strong>tter<br />
than mid-priced ones. The more successful carmakers, such<br />
as Volkswagen, have expanded their ranges or undertaken<br />
acquisitions <strong>to</strong> spread their risks. “But it’s much less<br />
efficient <strong>to</strong> have <strong>to</strong> produce lots of different models, especially<br />
if you produce them in several loc<strong>at</strong>ions,” says<br />
Nicholls. “And if you have <strong>to</strong>o many brands, it’s hard <strong>to</strong><br />
market them all effectively.”<br />
Companies have tried <strong>to</strong> solve the problem either by cutting<br />
their range of cars, as GM did, by developing common<br />
pl<strong>at</strong>forms and components they can use across models, like<br />
Ford and VW did, or by combining resources, such as<br />
Renault-Nissan. “<strong>How</strong>ever, in a vol<strong>at</strong>ile market, the need<br />
badge [bÄdZ]<br />
blur [bl§:]<br />
brand (sth.) [brÄnd]<br />
Erkennungszeichen, Emblem<br />
sich verwischen<br />
Marke; etw. als Marke kennzeichnen<br />
Bauteil<br />
konsequent<br />
sparsam im Krafts<strong>to</strong>ffverbrauch<br />
Kult-<br />
etw. vermarkten<br />
Fusionswelle<br />
component [kEm(pEUnEnt]<br />
consistent [kEn(sIstEnt]<br />
fuel-efficient [(fju:El E)fIS&nt]<br />
iconic [aI(kQnIk]<br />
market sth. [(mA:kIt]<br />
merger-mania [)m§:dZE (meIniE]<br />
name of the game: the ~ is… die Devise heißt ...<br />
[)neIm Ev DE (geIm] ifml.<br />
oil leak [(OI&l li:k]<br />
range [reIndZ]<br />
research [ri(s§:tS]<br />
resources [ri(zO:sIz]<br />
sedan [sI(dÄn] US<br />
st<strong>at</strong>ion wagon [(steIS&n )wÄgEn] US<br />
SUV (sport utility vehicle)<br />
[)es ju: (vi:]<br />
undertake an acquisition<br />
[VndE)teIk En ÄkwI(zIS&n]<br />
vol<strong>at</strong>ile [(vQlEtaI&l]<br />
volume [(vQlju:m]<br />
Ölleck<br />
Palette<br />
Forschung<br />
Betriebsmittel<br />
Limousine<br />
Kombi<br />
SUV (Sport- und Nutzfahrzeug)<br />
eine Ü<strong>be</strong>rnahme tätigen<br />
vol<strong>at</strong>il, un<strong>be</strong>ständig<br />
hier: Ums<strong>at</strong>zvolumen<br />
74 www.business-spotlight.de 5/2013
Credit<br />
THE CAR INDUSTRY MANAGEMENT ■<br />
Award winning:<br />
the Cadillac ATS<br />
Iconic: Porsche’s<br />
1961 356 coupé<br />
<strong>to</strong> minimize costs often conflicts with the need <strong>to</strong> <strong>be</strong> flexible<br />
enough <strong>to</strong> respond <strong>to</strong> consumer tastes,” she says. Yet<br />
it is dangerous for carmakers <strong>to</strong> <strong>be</strong> out of sync with buyers’<br />
sense of aesthetics. “When sales contract, as they did<br />
in Europe, this puts carmakers in a difficult position.”<br />
Currently, the most successful carmakers are those th<strong>at</strong><br />
are putting design first. The VW Golf has <strong>be</strong>en the Volkswagen<br />
Group’s <strong>to</strong>p-selling model for 40 years, and the<br />
world’s second-most-sold car ever. Almost 30 million<br />
Golfs have <strong>be</strong>en sold over the past 40 years, and the Golf<br />
VII was voted Car of the Year 2013 by a panel of 55 European<br />
car journalists.<br />
Talking about the new Golf <strong>be</strong>fore its launch in Volkswagen’s<br />
Das Au<strong>to</strong>. Magazin, de Silva said all he wanted<br />
people who first saw it <strong>to</strong> say was: “Th<strong>at</strong>’s a Golf.” Then<br />
he would answer, “But of course it is!” The design team<br />
has changed some elements <strong>to</strong> modernize it, giving it a<br />
“cockpit experience”, more comfort inside and a sporty<br />
crease down the side. But it remains true <strong>to</strong> the spirit of the<br />
first Golf, brought out in 1974 and designed by another<br />
legend in car design, Giorget<strong>to</strong> Giugiaro.<br />
Today’s buying decisions are primarily influenced<br />
by design, says de Silva. And with cars moving closer and<br />
closer <strong>to</strong>gether conceptually, design is essential <strong>to</strong> make a<br />
model stand out. “<strong>How</strong>ever, a culture must develop<br />
around a brand, and th<strong>at</strong>’s only possible through a sense<br />
of continuity and long years of <strong>at</strong>tention <strong>to</strong> detail.”<br />
Good car design is also helping Detroit au<strong>to</strong>makers lift<br />
themselves out of the ashes. Indeed, US carmakers are providing<br />
the <strong>be</strong>st range of cars in a gener<strong>at</strong>ion, says<br />
aesthetics [i:s(TetIks]<br />
[wg. Aussprache]<br />
blind spot [(blaInd spQt]<br />
<strong>to</strong>ter <strong>Win</strong>kel<br />
budget [(bVdZIt]<br />
hier: im unteren Preissegment<br />
contract [kEn(trÄkt]<br />
schrumpfen<br />
corpor<strong>at</strong>ion [)kO:pE(reIS&n]<br />
etwa: AG<br />
crease [kri:s]<br />
Falte; hier: Kante<br />
file for bankruptcy [)faI&l fE (bÄNkrVptsi] Insolvenz anmelden<br />
launch [lO:ntS]<br />
Markteinführung<br />
panel [(pÄn&l]<br />
Gremium<br />
quarter [(kwO:tE]<br />
Quartal<br />
run over: <strong>be</strong> ~ [)rVn (EUvE]<br />
ü<strong>be</strong>rfahren werden<br />
spitting c<strong>at</strong> [)spItIN (kÄt]<br />
fauchende K<strong>at</strong>ze<br />
sync: <strong>be</strong> out of ~ with sth.<br />
nicht länger mit etw. auf<br />
[sINk]<br />
einer Linie sein<br />
unprecedented [Vn(presIdentId] <strong>be</strong>ispiellos<br />
Bloom<strong>be</strong>rg. In the first quarter of 2013, Ford sales rose by<br />
20 per cent, and GM and Chrysler each by 11 per cent.<br />
Four years ago, after GM filed for bankruptcy, its <strong>to</strong>p<br />
designer, Ed Welburn, <strong>to</strong>ld his 300-mem<strong>be</strong>r team: “When<br />
we come out on the other end of this very dark period, the<br />
world is going <strong>to</strong> <strong>be</strong> looking <strong>to</strong> see wh<strong>at</strong> General Mo<strong>to</strong>rs<br />
is capable of doing. And they’re going <strong>to</strong> <strong>be</strong> looking <strong>at</strong> design.”<br />
The team was frustr<strong>at</strong>ed and angry about events and<br />
<strong>be</strong>gan <strong>to</strong> do some of its <strong>be</strong>st <strong>work</strong>, Welburn recently <strong>to</strong>ld<br />
Au<strong>to</strong>News.com.<br />
One result is the Cadillac ATS Sedan, which was<br />
voted the 2013 North American Car of the Year by a panel<br />
of 49 North American journalists. Unlike the flamboyant<br />
early Cadillacs, it has an almost European simplicity.<br />
Another carmaker th<strong>at</strong> has used design <strong>to</strong> turn itself<br />
around is the Kia Mo<strong>to</strong>rs Corpor<strong>at</strong>ion. Kia has enjoyed<br />
unprecedented growth after Peter Schreyer changed the<br />
firm’s image from <strong>be</strong>ing a budget carmaker <strong>to</strong> an innov<strong>at</strong>or.<br />
Schreyer, who was made president of Kia this year,<br />
helped Audi reposition itself as a premium brand in the<br />
1990s and has <strong>be</strong>en responsible for redesigning Kia’s entire<br />
product line since moving there from Volkswagen in 2006.<br />
But even the <strong>be</strong>st carmakers have <strong>work</strong> <strong>to</strong> do. As cars <strong>be</strong>come<br />
bigger and windows smaller, blind spots grow. According<br />
<strong>to</strong> Kids and Cars, a US website promoting child<br />
safety in traffic, blind spots are an increasing danger. It estim<strong>at</strong>es<br />
th<strong>at</strong> in the US, about 50 children are run over a<br />
week (often by parents or family), with two <strong>be</strong>ing killed.<br />
Some carmakers now offer cameras <strong>to</strong> improve visibility,<br />
but wh<strong>at</strong> was wrong with smaller cars and bigger windows?<br />
Also, according <strong>to</strong> Nicholls, some carmakers have admitted<br />
they’ve done far <strong>to</strong>o little <strong>to</strong> make cars <strong>at</strong>tractive <strong>to</strong><br />
women. Recently, a friend showed me her new VW<br />
Touareg. “It looks like a spitting c<strong>at</strong>,” she said uncertainly.<br />
And indeed, cars <strong>to</strong>day either look like <strong>be</strong>asts about <strong>to</strong><br />
<strong>at</strong>tack or like military vehicles. If car design reflects the era<br />
we live in, wh<strong>at</strong> does this say about us? We’re a long way<br />
from minimalism, Signor de Silva!<br />
■BS<br />
VICKI SUSSENS is a South African journalist and<br />
an edi<strong>to</strong>r <strong>at</strong> <strong>Business</strong> <strong>Spotlight</strong>, with a special<br />
focus on man agement, business and social issues.<br />
Contact: v.sussens@spotlight-verlag.de<br />
5/2013<br />
www.business-spotlight.de 75
■ MANAGEMENT WHAT HAPPENED NEXT<br />
The rise of shareholder value<br />
Einst fühlten sich Aktiengesellschaften auch ihren Mitar<strong>be</strong>itern und der<br />
Gesellschaft verpflichtet. Heute jedoch dreht sich alles um Aktionäre und<br />
den Marktwert ihrer Aktien, wie VICKI SUSSENS ausführt.<br />
advanced<br />
Zoonar<br />
The background<br />
Big bucks: the<br />
shareholder-value<br />
theory has <strong>be</strong>en<br />
taken <strong>to</strong> extremes<br />
Fifty years ago, business schools taught students th<strong>at</strong> the<br />
purpose of a public corpor<strong>at</strong>ion was <strong>to</strong> serve not just shareholders,<br />
but also employees, cus<strong>to</strong>mers and society. Th<strong>at</strong><br />
changed in the 1970s, with the rise of free-market thinking<br />
<strong>at</strong> the Chicago School of Economics. It emphasized th<strong>at</strong><br />
the only purpose of a corpor<strong>at</strong>ion was <strong>to</strong> maximize shareholder<br />
value, th<strong>at</strong> is, make money for its shareholders. The<br />
<strong>be</strong>lief was th<strong>at</strong> firms n<strong>at</strong>urally serve employees, cus<strong>to</strong> mers<br />
and societies if they concentr<strong>at</strong>e on wh<strong>at</strong> they do <strong>be</strong>st:<br />
making money. In the 1970s, Western economies were going<br />
through the worst recession since the Gre<strong>at</strong> Depression.<br />
There was high unemployment, high infl<strong>at</strong>ion and a <strong>be</strong>ar<br />
s<strong>to</strong>ck market. In the US, Japanese firms <strong>be</strong>gan <strong>to</strong> take over<br />
the car and consumer electronics markets. <strong>Business</strong> schools<br />
looked <strong>at</strong> the influence of executives on low share prices.<br />
The problem<br />
In 1976, two economists from the Simon School of <strong>Business</strong><br />
<strong>at</strong> the University of Rochester, William Meckling and<br />
Michael Jensen, wrote an article in the Journal of Financial<br />
Economics identifying a conflict of interests <strong>be</strong>tween<br />
managers and shareholders. Called “Theory of the Firm:<br />
Managerial Behavior, Agency Costs and Ownership Structure”,<br />
it said th<strong>at</strong> shareholders take all the profits while<br />
executives do all the hard <strong>work</strong>, so it can <strong>be</strong> expected th<strong>at</strong><br />
executives will act in their own self-interest. The share -<br />
holder-value model developed out of this idea.<br />
The solution<br />
“Agency theorists”, as they came <strong>to</strong> <strong>be</strong> called, <strong>be</strong>lieved th<strong>at</strong><br />
executives needed <strong>to</strong> <strong>be</strong> controlled by market forces. The<br />
solution was <strong>to</strong> “align” their interests with those of shareholders<br />
by including s<strong>to</strong>ck options in their compens<strong>at</strong>ion.<br />
If they performed well, they would <strong>be</strong> rewarded by increased<br />
income.<br />
Wh<strong>at</strong> happened next<br />
The last four decades have seen executive pay increasingly<br />
linked <strong>to</strong> share prices. Equity-based compens<strong>at</strong>ion for Fortune<br />
500 executives rose <strong>to</strong> 60 per cent of their <strong>to</strong>tal compens<strong>at</strong>ion<br />
by 2012. The shareholder-value model, as a part<br />
of the free-market model, now domin<strong>at</strong>es global business.<br />
This has seen a deregul<strong>at</strong>ion of financial markets and tax<br />
laws. Institutional inves<strong>to</strong>rs such as pension funds and life<br />
insurance companies <strong>be</strong>came important corpor<strong>at</strong>e inves<strong>to</strong>rs<br />
in the 1970s, when restrictions on the amount of corpor<strong>at</strong>e<br />
equity they could hold were removed. Financial firms<br />
turned from supporting long-term corpor<strong>at</strong>e investment activities<br />
(mainly through bond issues) <strong>to</strong> trading in corpor<strong>at</strong>e<br />
and government securities. Also, executives came under increasing<br />
pressure <strong>to</strong> issue dividends on a regular basis, both<br />
<strong>to</strong> <strong>at</strong>tract shareholders and as a measure of their own performance.<br />
To cre<strong>at</strong>e “value” for shareholders, companies<br />
started focusing on short-term str<strong>at</strong>egies, such as cutting<br />
costs, which are bad for long-term health. According <strong>to</strong> Deloitte’s<br />
2011 Shift Index, which studied 20,000 US firms<br />
from 1965 <strong>to</strong> 2011, retrenching staff, cutting R&D costs<br />
or stripping firms are now seen as justifiable means <strong>to</strong> temporarily<br />
raise returns on assets. With executives’ pay linked<br />
<strong>to</strong> share prices, they now earn up <strong>to</strong> 1,000 times more than<br />
the average <strong>work</strong>er, with a big incentive <strong>to</strong> manipul<strong>at</strong>e share<br />
prices. Former General Electric (GE) head Jack Welch has<br />
called the model the worst idea in the world <strong>be</strong>cause it led<br />
<strong>to</strong> a focus on share price instead of shareholder value.<br />
align sth. with sth. [E(laIn wID] etw. mit etw. in Einklang bringen<br />
<strong>be</strong>ar s<strong>to</strong>ck market [)<strong>be</strong>E (stQk )mA:kIt] Bärenmarkt, Baisse<br />
bond issue [(bQnd )ISu:]<br />
Emission von Anleihen<br />
business school [(bIznEs sku:l] <strong>be</strong>triebswirtschaftliche Fakultät<br />
compens<strong>at</strong>ion [)kQmpEn(seIS&n] Vergütung<br />
corpor<strong>at</strong>e equity [)kO:pErEt (ekwEti] Unternehmenskapital<br />
corpor<strong>at</strong>e inves<strong>to</strong>r<br />
Person/Gesellschaft, die in<br />
[)kO:pErEt In(vestE]<br />
Unternehmen investiert<br />
emphasize sth. [(emfEsaIz]<br />
etw. <strong>be</strong><strong>to</strong>nen<br />
equity-based [(ekwEti <strong>be</strong>Ist]<br />
auf (Aktien-)Kapital basierend<br />
executive [Ig(zekjUtIv]<br />
Führungskraft<br />
incentive [In(sentIv]<br />
Anreiz<br />
issue sth. [(ISu:]<br />
etw. ausge<strong>be</strong>n; hier: ausschütten<br />
public corpor<strong>at</strong>ion [)pVblIk )kO:pE(reIS&n] Aktiengesellschaft<br />
R&D (Research & Development) F&E (Forschung & Entwick-<br />
[)A:r En (di:]<br />
lung)<br />
retrench staff [ri)trentS (stA:f] Personal abbauen<br />
return on assets [ri(t§:n Qn (Äsets] Gesamtkapitalrentabilität<br />
shareholder [(SeEhEUldE]<br />
Aktionär(in)<br />
share price [(SeE praIs]<br />
Aktienkurs<br />
s<strong>to</strong>ck option [(stQk )QpS&n]<br />
Aktienoption, -<strong>be</strong>zugsrecht<br />
strip a firm [)strIp E (f§:m]<br />
ein Unternehmen zerschlagen<br />
■BS<br />
76 www.business-spotlight.de 5/2013
EXECUTIVE EYE MANAGEMENT ■<br />
“Ask any 100 employees if they find appraisal systems<br />
useful, and you’d <strong>be</strong> lucky if half a dozen say yes”<br />
ADRIAN FURNHAM ON THE PSYCHOLOGY OF MANAGEMENT<br />
medium<br />
Why staff appraisals<br />
mostly fail<br />
Staff appraisals — who could possibly<br />
like them? They are supposed <strong>to</strong><br />
provide inform<strong>at</strong>ion so th<strong>at</strong> good decisions<br />
can <strong>be</strong> made about an employee’s<br />
<strong>work</strong>ing conditions and their<br />
position in the company. They are<br />
also meant <strong>to</strong> give employees feedback<br />
so they know wh<strong>at</strong> they’re doing<br />
well and where they need <strong>to</strong> improve.<br />
And they are intended <strong>to</strong> <strong>be</strong> a<br />
form of coaching and a way of moni -<br />
<strong>to</strong>ring employees’ development.<br />
<strong>How</strong>ever, ask any 100 employees if<br />
they find appraisal processes useful,<br />
and you’d <strong>be</strong> lucky if half a dozen<br />
say yes. In fact, appraisal systems<br />
give human resources a bad name.<br />
But why? Surely, it must <strong>be</strong> possible<br />
<strong>to</strong> make <strong>be</strong>tter decisions with <strong>be</strong>tter<br />
d<strong>at</strong>a. Also, if people are given clear<br />
feedback, then they should <strong>be</strong> able <strong>to</strong><br />
perform <strong>be</strong>tter. And it can’t <strong>be</strong> a bad<br />
idea <strong>to</strong> help people find and develop<br />
their strengths. All true, but in fact,<br />
appraisal systems <strong>work</strong> against these<br />
aims — for obvious reasons. The following<br />
have <strong>be</strong>en named many times:<br />
■ Managers are seldom trained in<br />
how <strong>to</strong> use the systems. They don’t<br />
know how <strong>to</strong> set objectives or specify<br />
success criteria. They’re unable <strong>to</strong><br />
conduct a meaningful session th<strong>at</strong> offers<br />
a real dialogue without hidden<br />
agendas and th<strong>at</strong> provides a differenti<strong>at</strong>ing<br />
scoring.<br />
■ Staff development plays little role in<br />
a manager’s own appraisal. If they are<br />
not rewarded for developing staff,<br />
managers may not <strong>be</strong> enthusiastic<br />
about doing so. They may not even<br />
<strong>be</strong>lieve in the <strong>be</strong>nefits of coaching,<br />
training or men<strong>to</strong>ring.<br />
■ Staff are often passive observers and<br />
not active participants in the process.<br />
They may <strong>be</strong>lieve appraisals are<br />
something done <strong>to</strong> them r<strong>at</strong>her than<br />
for them. Yet, for appraisals <strong>to</strong> <strong>work</strong>,<br />
employees must have a role in setting<br />
their own objectives and moni<strong>to</strong>ring<br />
their performance.<br />
■ Appraisals are often full of accus<strong>at</strong>ions,<br />
excuses and denial. Instead of<br />
looking forward, they evalu<strong>at</strong>e past<br />
performance. The appraiser acts as a<br />
judge instead of a counsellor.<br />
■ Perhaps the effort — and all the<br />
paper<strong>work</strong> — places an unreasonable<br />
burden on managers. It may not seem<br />
<strong>to</strong> <strong>be</strong> a good investment of their time.<br />
All for nothing? Feedback<br />
d<strong>at</strong>a are often not used<br />
■ Appraisal d<strong>at</strong>a are s<strong>to</strong>red but rarely<br />
used. Yet if this inform<strong>at</strong>ion is not<br />
used for decision-making, why conduct<br />
an appraisal <strong>at</strong> all?<br />
■ Managers are often punished for<br />
not doing good appraisals, but never<br />
rewarded for doing them well.<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
appraiser [E(preIzE]<br />
bad name: give sb./sth. a ~ [)bÄd (neIm]<br />
burden [(b§:d&n]<br />
conduct sth. [kEn(dVkt]<br />
counsellor [(kaUns&lE]<br />
denial [di(naIEl]<br />
dozen [(dVz&n]<br />
evalu<strong>at</strong>e sth. [i(vÄljueIt]<br />
hidden agenda [)hId&n E(dZendE]<br />
human resources (HR) [)hju:mEn ri(zO:sIz]<br />
moni<strong>to</strong>r sth. [(mQnItE]<br />
objective [Eb(dZektIv]<br />
paper<strong>work</strong> [(peIpEw§:k]<br />
perform [pE(fO:m]<br />
performance [pE(fO:mEns]<br />
scoring [(skO:rIN]<br />
session [(seS&n]<br />
staff appraisal [(stA:f E)preIz&l]<br />
s<strong>to</strong>re sth. [stO:]<br />
Beurteilende(r)<br />
jmdn./etw. in Verruf bringen<br />
Belastung<br />
etw. durchführen<br />
R<strong>at</strong>ge<strong>be</strong>r(in)<br />
Verleugnung<br />
Dutzend<br />
etw. <strong>be</strong>werten, <strong>be</strong>urteilen<br />
Hintergedanke, versteckte Absicht<br />
Personalwesen<br />
etw. ü<strong>be</strong>rwachen<br />
Ziel(vorga<strong>be</strong>)<br />
Papierkram, Schreibar<strong>be</strong>it<br />
Leistungen erbringen<br />
Leistung(en)<br />
(Punkt-)Bewertung; hier: Beurteilung<br />
Sitzung<br />
Mitar<strong>be</strong>itergespräch<br />
etw. speichern<br />
A key question is whether conducting<br />
appraisals should <strong>be</strong> a central<br />
part of a manager’s job. It may need<br />
<strong>to</strong> <strong>be</strong>. Appraisals are an increasing legal<br />
necessity. Without them, it has <strong>be</strong>come<br />
problem<strong>at</strong>ic, if not impossible,<br />
<strong>to</strong> fire employees who are incompetent<br />
or lazy.<br />
■BS<br />
ADRIAN FURNHAM is a psychology professor<br />
<strong>at</strong> University College, London, a<br />
management expert and the author of<br />
more than 60 books. His l<strong>at</strong>est is The Engaging<br />
Manager: The Joy of Management<br />
and Being Managed (Palgrave Macmillan).<br />
5/2013<br />
www.business-spotlight.de 77
Pho<strong>to</strong>s.com<br />
A web of<br />
discovery<br />
Was ist fester als Stahl und unempfindlich gegen Hitze und Luftfeuchtigkeit? Spinnenseide!<br />
TIM ADAMS zeigt die Bedeutung auf, die dieses Biom<strong>at</strong>erial vor allem für den Fortschritt in der<br />
Medizin mit sich bringt, und <strong>be</strong>richtet vom Stand der Forschung auf diesem Gebiet. advanced
SPIDER SILK TECHNOLOGY ■<br />
On the roof of Professor Fritz Vollr<strong>at</strong>h’s lab in<br />
the zoology department <strong>at</strong> Oxford University is<br />
a greenhouse in which he keeps his favourite<br />
golden orb web spiders. The air carries the<br />
sound of flies and the smell of rotting fruit.<br />
Look up and you’ll see lots of the fully grown African<br />
spiders, nearly eight centimetres across, sitting on their<br />
complex, elegant webs hung among rows of plants. Look<br />
closer and you’ll also see thousands of tiny spiderlings<br />
crawling about on leaves <strong>be</strong>ne<strong>at</strong>h.<br />
It seems a good place <strong>to</strong> ask Vollr<strong>at</strong>h exactly how he first<br />
got interested in spiders and their webs. He laughs and<br />
turns the question around. “The strange thing <strong>to</strong> me,” he<br />
says, “was always the question of why scientists were not<br />
more interested in them. I mean, here is a cre<strong>at</strong>ure which,<br />
according <strong>to</strong> its size, can build from its own body a structure<br />
on the scale of a football pitch overnight, every night,<br />
and can c<strong>at</strong>ch the equivalent of an aeroplane in it. Why<br />
would you not want <strong>to</strong> study how it did th<strong>at</strong>?”<br />
There were more practical reasons, <strong>to</strong>o. Vollr<strong>at</strong>h was a<br />
postgradu<strong>at</strong>e student of neurophysiology when he started<br />
looking <strong>at</strong> webs and spider silks as a field of study. “To do<br />
any small thing in neurophysiology, you had <strong>to</strong> read an awful<br />
lot of scientific liter<strong>at</strong>ure. With spiders, I realized there<br />
was hardly any liter<strong>at</strong>ure <strong>at</strong> all.”<br />
His fascin<strong>at</strong>ion with spider silk <strong>be</strong>gan when he was <strong>at</strong><br />
university in Munich in 1972 and the lightweight, hightensile<br />
roof of the Olympic Stadium, cre<strong>at</strong>ed by Frei Ot<strong>to</strong><br />
<strong>to</strong> imit<strong>at</strong>e the look of a spiderweb, introduced a new, ima -<br />
gin<strong>at</strong>ive trend in architecture. Vollr<strong>at</strong>h, who specul<strong>at</strong>ed<br />
th<strong>at</strong> spider silk might produce a similar revolutionary shift<br />
in the young field of biom<strong>at</strong>erials, was snared.<br />
In the years since, he has probably spent more time<br />
studying how spiders spin their <strong>be</strong>autiful silk structures<br />
than any man alive. He has fed spiders mini<strong>at</strong>ure drops of<br />
drugs such as amphetamines and caffeine, and measured the<br />
dram<strong>at</strong>ic effect this has on their web building. He has tested<br />
ways of training spiders with a tuning fork and discovered<br />
how <strong>to</strong> make them “write” in their<br />
webs — the Vollr<strong>at</strong>h Christmas card of<br />
1988 showed a picture of a web in which<br />
he had “taught” a spider <strong>to</strong> write the<br />
num<strong>be</strong>r “88” by manipul<strong>at</strong>ing the orien-<br />
Professor Fritz Vollr<strong>at</strong>h<br />
has spent four decades<br />
studying the<br />
as<strong>to</strong>nishing properties<br />
of spider silk.<br />
Now, his pioneering<br />
<strong>work</strong> <strong>at</strong> Oxford University<br />
on one of the<br />
world’s strongest<br />
m<strong>at</strong>erials promises <strong>to</strong> deliver huge medical <strong>be</strong>nefits in<br />
everything from knee replacements <strong>to</strong> nerve repair <strong>to</strong><br />
heart transplants. He draws Tim Adams in<strong>to</strong> his intriguing<br />
web of discovery.<br />
t<strong>at</strong>ion of the web as the spider <strong>work</strong>ed. Mostly, though,<br />
Vollr<strong>at</strong>h has defined a pioneering area of study in<strong>to</strong> the<br />
properties of spider silks th<strong>at</strong> promises <strong>to</strong> revolutionize various<br />
polymer industries, and also could have huge potential<br />
medical <strong>be</strong>nefits for humans in everything from knee replacements<br />
<strong>to</strong> nerve repair <strong>to</strong> heart transplants.<br />
“No one was much interested in spiders when I<br />
started,” he says. “Now an awful lot of people are.” Vollr<strong>at</strong>h’s<br />
silk group <strong>at</strong> Oxford has <strong>be</strong>en going for about 15<br />
years. Quite early on, it perfected a method <strong>to</strong> reel silk directly<br />
from the spider. He shows me a video clip of how<br />
this process <strong>work</strong>s. In the film, an orb spider is tied down<br />
and encouraged <strong>to</strong> produce silk th<strong>at</strong> is wound on a reel.<br />
The spider can sometimes keep this up for eight hours.<br />
Vollr<strong>at</strong>h’s group can reel <strong>at</strong> different temper<strong>at</strong>ures and under<br />
carefully controlled conditions. In this way, they can<br />
look <strong>at</strong> the molecular properties of the silk as it is produced.<br />
“Wh<strong>at</strong> you find is th<strong>at</strong> there is a huge correl<strong>at</strong>ion<br />
<strong>be</strong>tween the reeling conditions and the m<strong>at</strong>erial properties,”<br />
Vollr<strong>at</strong>h says, “and th<strong>at</strong> gets very interesting <strong>be</strong>cause<br />
th<strong>at</strong> is wh<strong>at</strong> polymer people know about.”<br />
Spider silks are just about the <strong>to</strong>ughest m<strong>at</strong>erial on the<br />
planet. Stronger by mass than steel and more robust and<br />
“To me, the question was why scientists<br />
were not more interested in spiders”<br />
across [E(krQs]<br />
caffeine [(kÄfi:n]<br />
football pitch [(fUtbO:l pItS] UK<br />
golden orb web spider<br />
[)gEUldEn )O:b (web spaIdE]<br />
greenhouse [(gri:nhaUs]<br />
high-tensile [)haI (tensaI&l]<br />
imagin<strong>at</strong>ive [I(mÄdZInEtIv]<br />
lab [lÄb] ifml.<br />
postgradu<strong>at</strong>e student<br />
[)pEUst(grÄdjuEt )stju:d&nt]<br />
im Durchmesser<br />
Koffein<br />
Fußballfeld<br />
Goldene Radnetzspinne<br />
Treibhaus<br />
hochfest, mit hoher Zugfestigkeit<br />
ideenreich<br />
Labor<br />
Dok<strong>to</strong>rand(in)<br />
property [(prQpEti]<br />
reel (sth.) [ri:&l]<br />
rotting [(rQtIN]<br />
scale: on the ~ of sth.<br />
[skeI&l]<br />
shift [SIft]<br />
snared [sneEd]<br />
spiderling [(spaIdElIN]<br />
spider silk [(spaIdE sIlk]<br />
tuning fork<br />
[(tju:nIN fO:k]<br />
Eigenschaft<br />
Spule; etw. (auf)spulen<br />
verfaulend, angefault<br />
im Ausmaß von etw.,<br />
so groß wie etw.<br />
Veränderung<br />
gefangen, gefesselt<br />
Jungspinne<br />
Spinnenseide<br />
Stimmga<strong>be</strong>l<br />
5/2013<br />
www.business-spotlight.de 79
■ TECHNOLOGY SPIDER SILK<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
“It is about a thousand times<br />
more energy-efficient <strong>to</strong> produce<br />
a silk fibre than a plastic one”<br />
flexible than Kevlar, they respond <strong>to</strong> the ambient conditions<br />
and are made <strong>to</strong> adapt and keep their tensile strength as the<br />
surrounding humidity and temper<strong>at</strong>ure change. As it <strong>work</strong>s,<br />
the spider can change the concentr<strong>at</strong>ion of the structural<br />
components, by running fast or slow, for example, so it can<br />
produce, by turns, almost crystalline, very stable silk or<br />
quite broad, very flexible silk, for different parts of the web.<br />
It was when Vollr<strong>at</strong>h started examining the nanostructure<br />
of the m<strong>at</strong>erial, however, th<strong>at</strong> things got really interesting.<br />
“Wh<strong>at</strong> we found by studying the silk as it is<br />
made,” he says, “was th<strong>at</strong> <strong>at</strong> a molecular level it has something<br />
in it, a little peptide, a recurrent little motif like a<br />
melody in a tune. This is wh<strong>at</strong> helps <strong>to</strong> give the silk its entirely<br />
orderly structure.” He says the same motif is also in<br />
the filaments th<strong>at</strong> hold our own cells <strong>to</strong>gether — three<br />
amino acids th<strong>at</strong> give the cells wh<strong>at</strong> you might call an identifying<br />
“tune”. And when the cells of our body come in<strong>to</strong><br />
Umgebungs-<br />
Aminosäure<br />
biologisch abbaubar; hier:<br />
selbstauflösend<br />
Knorpel<br />
gerinnen<br />
hier: Anwendung finden<br />
etw. auflösen<br />
Faser<br />
Faser<br />
schlichte Le<strong>be</strong>nserfahrung<br />
Luftfeuchtigkeit<br />
Gelenk<br />
Markenname für Aramidfasern<br />
Meniskusimplant<strong>at</strong><br />
mikrobiozid (tödlich für<br />
Mikroorganismen)<br />
Leitmotiv<br />
wiederkehrend, sich wiederholend<br />
Seidenraupe<br />
Ne<strong>be</strong>neffekt, -entwicklung<br />
Nahtm<strong>at</strong>erial<br />
Reiß-, Zugfestigkeit<br />
Gewe<strong>be</strong><br />
Titan<br />
ambient [(ÄmbiEnt]<br />
amino acid [E)mi:nEU (ÄsId]<br />
biodegradable<br />
[)baIEUdi(greIdEb&l]<br />
cartilage [(kA:tElIdZ]<br />
coagul<strong>at</strong>e [kEU(ÄgjuleIt]<br />
come in [)kVm (In]<br />
dissolve sth. [dI(zQlv]<br />
fibre [(faIbE]<br />
filament [(fIlEmEnt]<br />
homespun wisdom [)hEUmspVn (wIsdEm]<br />
humidity [hju(mIdEti]<br />
joint [dZOInt]<br />
Kevlar [(kevlA:]<br />
meniscal implant [mE)nIsk&l (ImplA:nt]<br />
microbicidal<br />
[)maIkrEUbi(saId&l]<br />
motif [mEU(ti:f]<br />
recurrent [ri(kVrEnt]<br />
silkworm [(sIlkw§:m]<br />
spin-off [(spIn Qf]<br />
suture m<strong>at</strong>erial [(su:tSE mE)tIEriEl]<br />
tensile strength [)tensaI&l (streNT]<br />
tissue [(tISu:]<br />
titanium [taI(teIniEm]<br />
Many uses: spiderwebs have<br />
long <strong>be</strong>en known <strong>to</strong> heal cuts<br />
contact with this motif in the spider silks, it appears th<strong>at</strong><br />
they can recognize it. They respond by <strong>at</strong>taching <strong>to</strong> it and<br />
growing along it, Vollr<strong>at</strong>h explains.<br />
This little harmonic discovery may one day offer a range<br />
of <strong>be</strong>nefits. One spin-off, for example, is th<strong>at</strong> Vollr<strong>at</strong>h’s<br />
team has partnered with Oxford Biom<strong>at</strong>erials (OBM) <strong>to</strong><br />
look <strong>at</strong> ways <strong>to</strong> use technologies based on silk from spiders<br />
and silkworms. Most of these applic<strong>at</strong>ions are medical.<br />
“Silk from silkworms is probably the most ancient suture<br />
m<strong>at</strong>erial,” Vollr<strong>at</strong>h says. “It is thin and strong and<br />
biodegradable in the body. In all cultures, there is evidence<br />
of people using spiderwebs <strong>to</strong> heal wounds.” He explains<br />
th<strong>at</strong> farmers everywhere have put spiderwebs on cuts. The<br />
fibres help blood coagul<strong>at</strong>e and many webs have microbicidal<br />
properties th<strong>at</strong> kill bacteria. “This is all homespun<br />
wisdom. The question is, can we make <strong>be</strong>tter use of it?”<br />
For this purpose, OBM has a range of projects th<strong>at</strong> Vollr<strong>at</strong>h<br />
is helping <strong>to</strong> direct. “We have, for example, a project<br />
looking <strong>at</strong> using silk <strong>to</strong> make heart muscle,” he says. “We<br />
discovered if you use a type of silk in this way and put heart<br />
cells on it, they feel <strong>at</strong> home and grow and start <strong>be</strong><strong>at</strong>ing.<br />
The silk is soft. So we made a little heart muscle th<strong>at</strong> can<br />
<strong>be</strong><strong>at</strong>. And the silk is biodegradable.<br />
“The whole field of regener<strong>at</strong>ive medicine could <strong>be</strong><br />
huge. Say you have a problem with your knee. The solution<br />
now is <strong>to</strong> put a new titanium knee joint in place.<br />
Th<strong>at</strong>’s it. The cells will not repair anything. But <strong>to</strong> help the<br />
body repair itself, you need <strong>to</strong> put something in th<strong>at</strong> will<br />
give the cells the right environment <strong>to</strong> grow. Th<strong>at</strong> is where<br />
silks come in.”<br />
Vollr<strong>at</strong>h explains th<strong>at</strong>, when spider silk is dissolved and<br />
allowed <strong>to</strong> re-form, it can take on properties th<strong>at</strong> will<br />
m<strong>at</strong>ch the original tissue, for example, bone or cartilage.<br />
This then encourages the human tissue <strong>to</strong> rebuild itself.<br />
In cooper<strong>at</strong>ion with OBM, Vollr<strong>at</strong>h’s team has another<br />
project th<strong>at</strong> makes meniscal implants. The silk is dissolved<br />
80 www.business-spotlight.de 5/2013
Perfektion lässt sich<br />
leicht ü<strong>be</strong>n.<br />
in lithium bromide, and the resulting m<strong>at</strong>erial is incredibly strong and<br />
integr<strong>at</strong>es much <strong>be</strong>tter potentially with the human body than any plastic.<br />
The meniscal products are currently in animal trials, Vollr<strong>at</strong>h says,<br />
and, if the test results are favourable, could <strong>be</strong> in humans in a year or<br />
two. The teams are also <strong>work</strong>ing on meshes and bone-like structures and<br />
are investig<strong>at</strong>ing ways in which silks can <strong>be</strong> used as a carrier for medicines<br />
in the body, releasing the medicine over weeks or months or years.<br />
The desired goal of Vollr<strong>at</strong>h’s research, and of experiments by other<br />
groups around the world, is <strong>to</strong> use silks for repairing nerves. “You can<br />
make very long fibres and potentially nerve cells will grow along these<br />
filaments,” Vollr<strong>at</strong>h says, explaining th<strong>at</strong> this new growth can already<br />
bridge narrow spaces in a nerve, but not wider ones. “The ultim<strong>at</strong>e aim<br />
is <strong>to</strong> repair the spinal cord in this way.”<br />
Reaching th<strong>at</strong> aim is some way off, though Vollr<strong>at</strong>h is confident th<strong>at</strong><br />
it is possible. And there are still big difficulties when <strong>work</strong>ing with spider<br />
silk. One is the impossibility of farming it on any significant scale.<br />
Unlike silkworms, whose cocoons can <strong>be</strong> grown and collected, spiders<br />
are terri<strong>to</strong>rial and cannibalistic, so they “cannot <strong>be</strong> kept like cows in a<br />
field”.<br />
The effort is almost always worth it, not least <strong>be</strong>cause of the<br />
energy saved in the silk-making process. “Most comparable polymers<br />
require a gre<strong>at</strong> deal of he<strong>at</strong> <strong>be</strong>fore they will flow,” Vollr<strong>at</strong>h says. “Silk<br />
flows <strong>at</strong> ambient temper<strong>at</strong>ure and with very little force. We have proved<br />
th<strong>at</strong> it is about a thousand times more energy-efficient <strong>to</strong> produce a silk<br />
fibre than a plastic one.”<br />
Vollr<strong>at</strong>h calls spider silk “the building block of life” in the sense th<strong>at</strong><br />
it is protein folding in action. “Wh<strong>at</strong> happens when a spider makes its<br />
web is, in effect, th<strong>at</strong> a live molecule, which is very unstable, <strong>be</strong>comes<br />
stabilized in de<strong>at</strong>h.” This den<strong>at</strong>ur<strong>at</strong>ion process, he explains, is a change<br />
in the protein’s structure caused by an external fac<strong>to</strong>r.<br />
In this respect, a spider’s silk <strong>be</strong>haves in a way th<strong>at</strong> reminds neurologists<br />
of how amyloid structures are formed in the brain — a possible<br />
cause of many neurodegener<strong>at</strong>ive diseases such as Parkinson’s disease<br />
and Alzheimer’s, an idea th<strong>at</strong> connects Vollr<strong>at</strong>h’s interest in spiders with<br />
his studies in neurophysiology. “If we can <strong>work</strong> out how spiders and<br />
silkworms control how this process happens,” he says, “then we may<br />
<strong>be</strong> well on the way <strong>to</strong> understanding why it happens in humans and<br />
finding potential ways of s<strong>to</strong>pping it.”<br />
One of Vollr<strong>at</strong>h’s team colleagues is also studying the <strong>to</strong>nal qualities<br />
of spider silk, “which the spider can understand down in the nanorange”.<br />
It is this “music” th<strong>at</strong> allows the spider <strong>to</strong> know wh<strong>at</strong> is happening<br />
on its web in the smallest detail, and th<strong>at</strong> is why the structure<br />
and molecules of the fibre are so pure, Vollr<strong>at</strong>h suggests. He pauses.<br />
“We are learning more and more all the time,” he says, with his characteristic<br />
enthusiasm, “about a substance th<strong>at</strong> has developed over many<br />
millions of years.”<br />
■BS<br />
building block [(bIldIN blQk]<br />
cocoon [kE(ku:n]<br />
den<strong>at</strong>ur<strong>at</strong>ion [)di:nÄtSE(reIS&n]<br />
mesh [meS]<br />
protein folding [(prEUti:n )fEUldIN]<br />
release sth. [ri(li:s]<br />
spinal cord [)spaIn&l (kO:d]<br />
ultim<strong>at</strong>e [(VltImEt]<br />
Baustein<br />
Kokon<br />
Den<strong>at</strong>urierung<br />
Gewe<strong>be</strong><br />
Proteinfaltung<br />
etw. abge<strong>be</strong>n, freisetzen<br />
Rückenmark<br />
endgültig<br />
© Guardian News & Media 2013<br />
<strong>Business</strong> <strong>Spotlight</strong> plus ist die ideale<br />
Ergänzung zum Magazin:<br />
24 Seiten Übungen zu Gramm<strong>at</strong>ik,<br />
Wortsch<strong>at</strong>z und Redewendungen<br />
Tests zur Ü<strong>be</strong>rprüfung des Lernerfolgs<br />
Jeden zweiten Mon<strong>at</strong> passend zum Magazin<br />
Zu jeder<br />
Ausga<strong>be</strong> von<br />
<strong>Business</strong> <strong>Spotlight</strong><br />
Am <strong>be</strong>sten, Sie probieren<br />
es gleich aus!<br />
Bestellen Sie hier<br />
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www.business-spotlight.de/plusheft<br />
5/2013
■ TECHNOLOGY TRENDS<br />
Ideas and inventions<br />
Gibt es Neuigkeiten? CAROL SCHEUNEMANN präsentiert technische<br />
Innov<strong>at</strong>ionen und neue wissenschaftliche Erkenntnisse. medium<br />
Lost your way? Clothes<br />
may soon direct you<br />
Just <strong>to</strong>uch me<br />
Wearable computers in w<strong>at</strong>ches or glasses may<br />
soon <strong>be</strong> commonplace (see <strong>Business</strong> <strong>Spotlight</strong><br />
1/2013). <strong>How</strong>ever, looking <strong>at</strong> a display is distracting<br />
and potentially risky. Sounds or voice messages<br />
may not <strong>be</strong> desired in some situ<strong>at</strong>ions. The next<br />
gener<strong>at</strong>ion of “smart” clothing and accessories<br />
might make use of haptics, the science of <strong>to</strong>uch, <strong>to</strong><br />
deliver inform<strong>at</strong>ion. Your clothes could provide<br />
iS<strong>to</strong>ckpho<strong>to</strong> (2)<br />
tactile signals, in other words, they would shake,<br />
vibr<strong>at</strong>e or pulse <strong>to</strong> direct your activity.<br />
Tactile signals could help drivers <strong>to</strong> navig<strong>at</strong>e. A<br />
series of mini<strong>at</strong>ure mo<strong>to</strong>rs, or actu<strong>at</strong>ors, built in<strong>to</strong><br />
a piece of clothing would produce low pulses,<br />
much as a mobile phone vibr<strong>at</strong>es, in a specific sequence<br />
<strong>to</strong> inform the driver <strong>to</strong> s<strong>to</strong>p, or turn left.<br />
Lynette Jones, a scientist <strong>at</strong> MIT’s department of<br />
mechanical engineering, tests and develops wearable<br />
tactile displays. She says th<strong>at</strong> the skin is a<br />
largely untested medium for communic<strong>at</strong>ion. The<br />
skin’s sensory recep<strong>to</strong>rs are spread over nearly two<br />
square metres, says Jones, “unlike the eye, where<br />
it’s all concentr<strong>at</strong>ed in an extremely small area”.<br />
Jones’s tests show th<strong>at</strong> hands receive signals <strong>be</strong>tter<br />
than the back or the arms, and th<strong>at</strong> people often<br />
cannot identify individual signals when these<br />
are <strong>to</strong>o fast or the actu<strong>at</strong>ors <strong>to</strong>o close <strong>to</strong>gether.<br />
Ocean treasures: scientists<br />
are searching in the seas<br />
DID YOU KNOW?<br />
COMING UP<br />
PharmaSea<br />
A four-year EU project<br />
th<strong>at</strong> involves collecting samples from the hottest, deepest<br />
and coldest places in the oceans. The aim is <strong>to</strong> develop<br />
new substances from marine organisms.<br />
Source: www.pharma-sea.eu<br />
228 per cent<br />
The increase in spending on green technologies in the<br />
Middle East and Africa since 2011. Globally, spending<br />
is down 12 per cent.<br />
Not a bird, nor a plane:<br />
now bikes can fly<br />
Source: “Renewables 2013 Global St<strong>at</strong>us Report”, www.ren21.net<br />
5<br />
The num<strong>be</strong>r of minutes<br />
a flying electric bicycle<br />
was able <strong>to</strong> remain in<br />
the air.<br />
Source: www.technod<strong>at</strong>.cz<br />
E<strong>at</strong>ing yogurt may influence your thinking. In one<br />
test, women <strong>at</strong>e yogurt containing probiotic bacteria<br />
for four weeks. Afterwards, their brain scans showed<br />
gre<strong>at</strong>er connectivity <strong>to</strong> areas responsible for cognitive<br />
skills. In women who <strong>at</strong>e no yogurt, the connectivity<br />
was higher <strong>to</strong> regions rel<strong>at</strong>ed <strong>to</strong> emotions.<br />
accessory [Ek(sesEri]<br />
commonplace [(kQmEnpleIs]<br />
department [di(pA:tmEnt]<br />
distracting: <strong>be</strong> ~ [dI(strÄktIN]<br />
haptics [(hÄptIks]<br />
mechanical engineering<br />
[mI)kÄnIk&l )endZI(nIErIN]<br />
pulse [pVls]<br />
renewables [ri(nju:Eb&lz]<br />
sample [(sA:mp&l]<br />
scan [skÄn]<br />
sensory recep<strong>to</strong>r [)sensEri ri(septE]<br />
smart [smA:t]<br />
tactile [(tÄktaI&l]<br />
Source: Dr Kirstin Tillisch, School of Medicine, UCLA<br />
Accessoire<br />
alltäglich<br />
Fach<strong>be</strong>reich, Fakultät<br />
ablenken<br />
Haptik (Lehre vom Tastsinn)<br />
Maschinenbau<br />
pulsieren; Impuls<br />
erneuerbare Energien<br />
Pro<strong>be</strong><br />
Computer<strong>to</strong>mografie<br />
Sinnesrezep<strong>to</strong>r<br />
schlau<br />
taktil, fühlbar<br />
82 www.business-spotlight.de<br />
5/2013
A fracking well: extracts<br />
n<strong>at</strong>ural gas from shale rock<br />
LANGUAGE FOCUS TECHNOLOGY ■<br />
Hydraulic<br />
fracturing<br />
Vocabulary<br />
additive [(ÄdEtIv]<br />
(chemischer) Zus<strong>at</strong>zs<strong>to</strong>ff<br />
aquifer [(ÄkwIfE]<br />
Aquifer, Grundwasser<br />
führende Schicht<br />
<strong>be</strong>drock [(<strong>be</strong>drQk]<br />
Fels-, Grundgestein<br />
borehole [(bO:hEUl]<br />
Bohrloch<br />
capture sth. [(kÄptSE]<br />
etw. auffangen, sammeln<br />
carbon dioxide (CO 2 ) [)kA:bEn daI(QksaId] Kohlendioxid (CO 2 )<br />
casing [(keIsIN]<br />
Verrohrung; Ummantelung<br />
(chemical) agent [()kemIk&l) (eIdZEnt] Wirks<strong>to</strong>ff<br />
conventional/unconventional gas konventionelles Gas, Erdgas /<br />
[kEn)venS&nEl/VnkEn)venS&nEl (gÄs] unkonventionelles Gas,<br />
Schiefergas<br />
drilling pad [(drIlIN pÄd]<br />
Bohrpl<strong>at</strong>z<br />
drilling rig [(drIlIN rIg]<br />
Bohrinsel, -turm<br />
drill string [(drIl strIN]<br />
Bohrstrang<br />
earthquake [(§:TkweIk]<br />
Erd<strong>be</strong><strong>be</strong>n<br />
engineering [)endZI(nIErIN]<br />
Ingenieurwissenschaften<br />
extraction [Ik(strÄkS&n]<br />
Gewinnung, Förderung<br />
flowback [(flEUbÄk]<br />
Abwasser<br />
fossil fuel [)fQs&l (fju:El]<br />
fossiler Brenns<strong>to</strong>ff<br />
fracturing fluid<br />
FRAC-Flüssigkeit; Fracking-<br />
[(frÄktSErIN )flu:Id]<br />
wasser<br />
gas well [(gÄs wel]<br />
Erdgasbohrloch<br />
hydrocarbon [)haIdrEU(kA:bEn]<br />
Kohlenwassers<strong>to</strong>ff<br />
injection [In(dZekS&n]<br />
Injektion<br />
layer [(leIE]<br />
Schicht<br />
leakage [(li:kIdZ]<br />
Ausströmen; Leck, undichte<br />
Stelle<br />
liquefied n<strong>at</strong>ural gas (LNG)<br />
Flüssigerdgas<br />
[)lIkwIfaId )nÄtS&rEl (gÄs]<br />
mercury [(m§:kju&ri]<br />
Quecksil<strong>be</strong>r<br />
methane [(mi:TeIn]<br />
Methan<br />
n<strong>at</strong>ural gas [)nÄtS&rEl (gÄs]<br />
Erdgas<br />
permeability [)p§:miE(bIlEti]<br />
Durchlässigkeit<br />
petroleum [pE(trEUliEm]<br />
Erdöl<br />
porosity [pO:(rQsEti]<br />
Porosität, Durchlässigkeit<br />
proppant [(prQpEnt]<br />
Stützmittel<br />
replacement fuel [ri(pleIsmEnt )fju:El] Ers<strong>at</strong>zbrenns<strong>to</strong>ff<br />
reserve [ri(z§:v]<br />
Vorkommen; Vorr<strong>at</strong>, Reserve<br />
reservoir [(rezEvwA:]<br />
Speicher<br />
rock form<strong>at</strong>ion [(rQk fO:)meIS&n]<br />
Gesteinsform<strong>at</strong>ion<br />
shale gas [)SeI&l (gÄs]<br />
Schiefergas<br />
shale rock [)SeI&l (rQk]<br />
Schiefergestein<br />
s<strong>to</strong>re sth. [stO:]<br />
etw. speichern<br />
transition fuel [trÄn(zIS&n )fju:El] Ü<strong>be</strong>rgangsbrenns<strong>to</strong>ff<br />
wastew<strong>at</strong>er [(weIstwO:tE]<br />
Abwasser<br />
wellbore [(welbO:]<br />
Bohrloch<br />
For more inform<strong>at</strong>ion<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
Bei der Erdgasförderung gewinnt das Fracking<br />
an Bedeutung. LEWIS LANSFORD erklärt Ihnen<br />
das Verfahren und seine Folgen. advanced<br />
Since 1821, when a gas well was dug in New York, the<br />
US has supplied its own n<strong>at</strong>ural gas. About ten years<br />
ago, production was slowing and plans were made <strong>to</strong> build<br />
sea terminals for importing liquefied n<strong>at</strong>ural gas (LNG).<br />
But LNG ports may soon export, not import, n<strong>at</strong>ural gas.<br />
Wh<strong>at</strong> has changed? In a word, fracking.<br />
Hydraulic fracturing, or fracking, involves pumping liquid<br />
under high pressure deep underground in<strong>to</strong> layers of<br />
shale rock th<strong>at</strong> contain gas or oil. A wellbore is drilled<br />
down vertically, then extended horizontally in<strong>to</strong> the shale.<br />
Fracturing fluid — a mixture of w<strong>at</strong>er, sand and chemicals<br />
— is pumped in<strong>to</strong> the wellbore, cre<strong>at</strong>ing cracks or widening<br />
existing ones. Gas is set free and flows up the wellbore,<br />
where it’s captured and s<strong>to</strong>red.<br />
<strong>How</strong>ever, hydraulic fracturing remains highly controversial.<br />
Critics <strong>be</strong>lieve fracking contamin<strong>at</strong>es groundw<strong>at</strong>er<br />
and are deeply concerned <strong>be</strong>cause the exact mix of chemicals<br />
in the fracturing fluid is kept secret. Each well uses<br />
millions of litres of w<strong>at</strong>er, about half of which remains in<br />
the ground. Fracking may also cause earthquakes.<br />
Supporters say th<strong>at</strong> burning n<strong>at</strong>ural gas produces less<br />
carbon dioxide (CO 2 ) than burning oil or coal — and th<strong>at</strong><br />
current industry regul<strong>at</strong>ions exist <strong>to</strong> reduce known risks<br />
and damage <strong>to</strong> the environment.<br />
■BS<br />
Exercise: Drilling down<br />
Choose the correct terms <strong>to</strong> complete the sentences.<br />
a) N<strong>at</strong>ural gas is transported by sea from __________.<br />
1. gas fields 2. drilling pads 3. LNG ports<br />
b) A hole drilled in rock <strong>to</strong> extract shale gas is a __________.<br />
1. mine 2. wellbore 3. crack<br />
c) Firms won’t say which chemicals they use in __________.<br />
1. fracturing fluid 2. groundw<strong>at</strong>er 3. shale gas<br />
BOOK<br />
■ Shale Gas: The Promise and the Peril, Vikram Rao (RTI<br />
Press)<br />
WEBSITE<br />
■ The US Environmental Protection Agency: www2.epa.gov/<br />
hydraulicfracturing/process-hydraulic-fracturing<br />
Answers: a–3; b–2; c–1<br />
5/2013<br />
LEWIS LANSFORD develops m<strong>at</strong>erials for teaching<br />
English for Specific Purposes. His books include<br />
Engineering 1 with Peter Astley and Oil and Gas 1<br />
with D’Arcy Vallance (both Oxford University Press).<br />
Contact: www.lewislansford.com<br />
www.business-spotlight.de 83
■ FEEDBACK READERS’ LETTERS<br />
Looking for laughs<br />
Readers’ let ters should <strong>be</strong> sent <strong>to</strong>:<br />
The edi<strong>to</strong>r-in-chief, <strong>Business</strong> <strong>Spotlight</strong>, Fraun -<br />
ho ferstr. 22, 82152 Pla negg, Deutsch land;<br />
by email <strong>to</strong> i.mcmaster@spot light-ver lag.de;<br />
or by fax <strong>to</strong> +49 (0)89/85681-210. Please<br />
include your postal address, email address<br />
and phone num<strong>be</strong>r. We reserve the right <strong>to</strong><br />
edit readers’ comments for clar ity or length.<br />
Wh<strong>at</strong> has happened <strong>to</strong> your regular section The Last Laugh?<br />
I have not seen it since early 2013. Are there plans <strong>to</strong> offer<br />
something like it again? Do other readers also miss it?<br />
Might there <strong>be</strong> a comeback for The Last Laugh?<br />
Josef Nagel, via email<br />
Thank you for your feedback. In February of this year, when we did the l<strong>at</strong>est<br />
relaunch of <strong>Business</strong> <strong>Spotlight</strong>, we moved some of the elements of The Last<br />
Laugh in<strong>to</strong> other sections. For example, the Dil<strong>be</strong>rt car<strong>to</strong>on is now in the new<br />
section Tips and Trends and funny sayings are in Names and News.<br />
The Edi<strong>to</strong>r<br />
Mehr für den Beruf<br />
Ich lese <strong>Business</strong> <strong>Spotlight</strong>, seit es auf dem Markt ist, und freue<br />
mich ü<strong>be</strong>r die Themen, die in Skill Up! abgebildet werden.<br />
Hierfür wünsche ich mir jedoch mehr Berufs<strong>be</strong>zogenheit —<br />
z.B. intern<strong>at</strong>ionale Messen oder Branchenthemen wie Maschinenbau,<br />
Chemie, Bauwesen, Textilindustrie, Gerichtswesen,<br />
Dienstleistungen im Spektrum der Volkswirtschaft/Makroökonomie.<br />
Betriebswirtschaftliche Themen wie Vertrieb, Produktion,<br />
Buchhaltung werden ja in der Ausbildung vermittelt.<br />
Heidrun Mallok, Dresden<br />
Thank you for your comments. With Skill Up!, we have tried <strong>to</strong> cover <strong>to</strong>pics th<strong>at</strong><br />
will <strong>be</strong> of interest <strong>to</strong> most of our readers r<strong>at</strong>her than concentr<strong>at</strong>ing on par -<br />
ticular industries, but your suggestions are certainly interesting.<br />
The Edi<strong>to</strong>r<br />
Wrong lane on the mo<strong>to</strong>rway?<br />
Ithink there are some mistakes on the Vocabulary page, “The<br />
Mo<strong>to</strong>rway”, in issue 2/2013. You write th<strong>at</strong> num<strong>be</strong>r 6 is the<br />
left lane, but it is the right lane; the blue car is in the left lane.<br />
Also, the green bus is driving on the wrong side, <strong>be</strong>cause there<br />
is no car for it <strong>to</strong> pass. And wh<strong>at</strong> about the solid lines in the<br />
illustr<strong>at</strong>ion? The orange and red cars are not allowed <strong>to</strong> drive<br />
over the solid lines.<br />
Anke Meier, via email<br />
Thank you for your feedback. Num<strong>be</strong>r 6 is correctly marked and named for a<br />
UK mo<strong>to</strong>rway. This is called the “overtaking lane” or the “right-hand lane” in<br />
UK English. The terms “left lane” or “fast lane” are used in the US, where people<br />
drive on the other side. You are right th<strong>at</strong> the bus is, perhaps unnecessarily,<br />
in the overtaking lane. You are also correct th<strong>at</strong> the exit and entrance<br />
slip roads should each have a “broken white line” (UK ) or “dotted line” (US).<br />
The Edi<strong>to</strong>r<br />
ABO:<br />
<strong>Spotlight</strong> Verlag GmbH<br />
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84 www.business-spotlight.de
6/2013 PREVIEW ■<br />
In the next issue:<br />
Test: more than small talk<br />
The ability <strong>to</strong> communic<strong>at</strong>e on a wide range of subjects<br />
is one of the keys <strong>to</strong> business success. This means<br />
<strong>be</strong>ing able <strong>to</strong> discuss more than the we<strong>at</strong>her, your<br />
business trips or your hobbies. Test your ability <strong>to</strong> talk<br />
about your company, your country and current affairs.<br />
Digital Vision<br />
Culture: Switzerland<br />
Its central geographical position in Europe, along with<br />
neutrality and political stability, have helped Switzerland<br />
<strong>be</strong>come one of the world’s wealthiest countries. In our<br />
next Intercultural Communic<strong>at</strong>ion article, we provide<br />
you with tips on doing business with the Swiss.<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
SKILL UP!<br />
Improve your<br />
BUSINESS<br />
VOCABULARY<br />
with our<br />
essential guide<br />
Careers: <strong>work</strong>ing abroad<br />
The globalized economy requires more and more people <strong>to</strong> have<br />
experience <strong>work</strong>ing in different countries and cultures. In the<br />
second part of our special Careers series, we provide practical<br />
advice <strong>to</strong> help you get the most out of your time abroad.<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
In the next issue...<br />
In the next issue...<br />
PROPERTY<br />
PICTURE THIS: renov<strong>at</strong>ion <strong>work</strong><br />
FALSE FRIENDS: caution, provision<br />
WORD BANK: types of property<br />
<strong>Business</strong><strong>Spotlight</strong> 6/2013 is on sale from 16 Oc<strong>to</strong><strong>be</strong>r 2013<br />
5/2013<br />
www.business-spotlight.de 85
■ PEOPLE MY WORKING LIFE<br />
A pioneer in<br />
her business:<br />
Madina<br />
Baibolova<br />
Madina Baibolova<br />
Est<strong>at</strong>e agent<br />
Die Weltausstellung findet 2017 in der kasachischen Hauptstadt<br />
Astana st<strong>at</strong>t. Das wird sich auch auf den dortigen Immobilienmarkt<br />
auswirken, wie VICKI SUSSENS von der Maklerin erfuhr. easy<br />
I love <strong>to</strong> meet interesting people<br />
from all over the world. I enjoy it when clients thank<br />
us for our <strong>work</strong> and recommend us <strong>to</strong> friends. I also like<br />
<strong>to</strong> <strong>be</strong><strong>at</strong> the competition.<br />
Saying<br />
goodbye <strong>to</strong> our exp<strong>at</strong> clients when they leave Kazakhstan.<br />
A gentleman from Italy asked us <strong>to</strong><br />
find an apartment for him and two babies. We discovered<br />
the “babies” were two puppies!<br />
My husband, Daniyal, and I have an<br />
est<strong>at</strong>e agency, Best Realty, in Astana, Kazakhstan. I <strong>work</strong><br />
mostly with staff — training, motiv<strong>at</strong>ing and organizing<br />
them. I also do marketing and advertising, as well as looking<br />
for new clients.<br />
Thirty-one.<br />
Astana, one of the youngest capital cities in the<br />
world. It was made the capital of Kazakhstan in 1997, and<br />
in the past 15 years, has <strong>be</strong>en turned from a small <strong>to</strong>wn<br />
with few buildings in<strong>to</strong> a modern city. I was born in<br />
Kazakh stan, but have also lived in the USA and Bulgaria.<br />
We have a daughter, Amina (9), and two sons,<br />
Assan (6) and Alikhan (2).<br />
The amount we earn depends on the commissions<br />
our clients pay. But mostly, it’s a well-paid job.<br />
You have <strong>to</strong> understand<br />
the market as well as the laws <strong>to</strong> do with renting and<br />
selling. But above all, you need people skills. And you<br />
should always have your mobile phone switched on!<br />
I agree 100 per cent with [the US<br />
property magn<strong>at</strong>e] Donald Trump, who said: “It’s tangible,<br />
it’s solid, it’s <strong>be</strong>autiful. It’s artistic, from my standpoint,<br />
and I just love real est<strong>at</strong>e.” I love it, <strong>to</strong>o!<br />
We help exp<strong>at</strong>s find homes and support them<br />
during the time they rent. They are usually diplom<strong>at</strong>s or<br />
managers. We also sell real est<strong>at</strong>e <strong>to</strong> the many people from<br />
other parts of Kazakhstan moving <strong>to</strong> Astana.<br />
It varies, growing<br />
rapidly in the big cities but not moving in other regions.<br />
The biggest effect on the market now is the upcoming<br />
Expo 2017. A lot of people will come here in the near future,<br />
so property owners don’t want <strong>to</strong> miss their chance.<br />
For 71 years, when we<br />
were part of the Soviet Union, people couldn’t buy or sell<br />
property; they just exchanged it. When Kazakhstan <strong>be</strong>came<br />
independent in 1991, the real-est<strong>at</strong>e market was<br />
formed and grew quickly. In the first years, you could buy<br />
a small studio fl<strong>at</strong> in an old Soviet-style building for<br />
$3,000–$5,000. Now, the same apartment costs around<br />
$60,000. The market itself is still unorganized. We don’t<br />
have laws regul<strong>at</strong>ing real est<strong>at</strong>e and there are few registered<br />
agencies. We have a lot of <strong>work</strong> <strong>to</strong> do <strong>to</strong> reach the realest<strong>at</strong>e<br />
standards of the USA or Europe.<br />
Being a good wife and mother,<br />
although I do have <strong>to</strong> <strong>work</strong> l<strong>at</strong>e sometimes. ■BS<br />
artistic [A:(tIstIk]<br />
künstlerisch<br />
<strong>be</strong><strong>at</strong> the competition<br />
<strong>be</strong>sser sein als die Konkurrenz<br />
[)bi:t DE )kQmpE(tIS&n]<br />
commission [kE(mIS&n]<br />
Provision<br />
est<strong>at</strong>e agency [I(steIt )eIdZEnsi] UK Immobilienbüro<br />
exp<strong>at</strong>(ri<strong>at</strong>e) [)eks(pÄt(riEt)] dauernd im Ausland le<strong>be</strong>nde Person<br />
Kazakhstan [)kÄzÄk(stA:n] Kasachstan<br />
people skills [(pi:p&l skIlz] soziale Kompetenz<br />
property [(prQpEti]<br />
Immobilie(n)<br />
puppy [(pVpi]<br />
Hundewelpe<br />
real est<strong>at</strong>e [(ri:&l I)steIt*] US Immobilien<br />
realty [(ri:Elti*] US<br />
Immobilien(<strong>be</strong>sitz)<br />
registered [(redZIstEd]<br />
zugelassen; hier: mit Maklerlizenz<br />
tangible [(tÄndZEb&l]<br />
greifbar; hier: handfest<br />
turn sth. (from sth.) in<strong>to</strong> sth. eine Sache (von etw.) in<br />
[(t§:n (frQm) )Intu]<br />
etw. umwandeln<br />
upcoming [(Vp)kVmIN]<br />
<strong>be</strong>vorstehend<br />
* This symbol marks standard US pronunci<strong>at</strong>ion th<strong>at</strong> differs from standard UK pronunci<strong>at</strong>ion.<br />
86 www.business-spotlight.de 5/2013
Echt<br />
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von 3!*<br />
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* Kennenlern-Angebot für Neu-Abonnenten: 4 Ausga<strong>be</strong>n ECOS zum Preis von 3 (€ 18,60 / SFR 27,90).
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*Angebots<strong>be</strong>dingungen unter www.<strong>be</strong>rlitz.de/mitfeiern © Berlitz Deutschland GmbH 2013
<strong>Business</strong><strong>Spotlight</strong><br />
SKILL UP!<br />
VOKABELTRAINING LEICHT GEMACHT<br />
AUSGABE 22<br />
Emotional<br />
times<br />
also:<br />
Heart-<strong>to</strong>-heart | From up<strong>be</strong><strong>at</strong> <strong>to</strong> upset
CONTENTS<br />
EMOTIONAL MOMENTS<br />
If you feel strongly about something, you often <strong>work</strong> <strong>be</strong>tter and more efficiently.<br />
The opposite can also <strong>be</strong> true. This Skill Up! presents the vocabulary<br />
you will need <strong>to</strong> talk about your emotions <strong>at</strong> <strong>work</strong>.<br />
The scene in Picture This! (pp. 4–5) illustr<strong>at</strong>es an emotional meeting —<br />
and the <strong>be</strong>st and worst emotional reactions you might experience there. The<br />
vocabulary we list on these pages might make you think about your own<br />
<strong>be</strong>haviour. Ask yourself: “<strong>How</strong> do I make others feel?” Your own feelings will<br />
often depend on the kind of <strong>work</strong> you have <strong>to</strong> do. In Word Bank<br />
(pp. 6–7), we look <strong>at</strong> typical <strong>work</strong> situ<strong>at</strong>ions and the emotions you may feel<br />
in those situ<strong>at</strong>ions. In False Friends (pp. 8–9), you’ll discover th<strong>at</strong> you’re<br />
probably not as irrit<strong>at</strong>ed or sensible as you might think.<br />
Wh<strong>at</strong>’s your gut feeling about emotions? Turn <strong>to</strong> Essential Idioms<br />
(pp. 12–13) <strong>to</strong> find out how <strong>to</strong> use common idiom<strong>at</strong>ic expressions <strong>at</strong> <strong>work</strong>.<br />
You’ll find more informal expressions in Small Talk (pp. 16–17), where you<br />
can also read our tips on how <strong>to</strong> deal with emotions in the <strong>work</strong>place.<br />
Finally, in Close Rel<strong>at</strong>ions (pp. 14–15), we show you th<strong>at</strong> there’s room for<br />
the warm-hearted as well as the cold-hearted in business. Wh<strong>at</strong> would you<br />
like <strong>to</strong> <strong>be</strong>?<br />
Deborah Capras, deputy edi<strong>to</strong>r<br />
bs.deputyedi<strong>to</strong>r@spotlight-verlag.de<br />
SKILL UP!<br />
<strong>How</strong> many words do you try <strong>to</strong> learn each<br />
day? Each month? Every day for a month,<br />
make a note of the words you have really<br />
learned. Are you surprised by the num<strong>be</strong>r?<br />
ANNA HOCHSIEDER is the main author of<br />
this issue of Skill Up! She teaches English<br />
as a Second Language and writes on language<br />
issues in <strong>Spotlight</strong> and <strong>Business</strong> <strong>Spotlight</strong>.<br />
Contact: a.hochsieder@googlemail.com<br />
SKILL UP! online<br />
On our website, you’ll find selected<br />
vocabulary from this guide in our<br />
Word of the Day section. To listen <strong>to</strong><br />
the words, definitions and example<br />
sentences — and <strong>to</strong> download the<br />
MP3 file of each word — go <strong>to</strong><br />
www.business-spotlight.de/skill-up<br />
2 SKILL UP!<br />
ISSUE 22
<strong>How</strong> do you feel about your<br />
<strong>work</strong>? Really s<strong>at</strong>isfied!<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
CHECKLIST: WHAT CAN YOU DO?<br />
Below, you will find the contents of this issue of Skill Up! and a checklist of wh<strong>at</strong> you should<br />
<strong>be</strong> able <strong>to</strong> do with confidence after studying this guide. Ask yourself wh<strong>at</strong> you can really do.<br />
If you can’t say yes <strong>to</strong> every st<strong>at</strong>ement, go back and spend more time on learning the relevant<br />
vocabulary. Don’t forget <strong>to</strong> read our Skill Up! tips and do the online exercises!<br />
Contents Page(s) Checklist<br />
Picture This!<br />
An emotional 4–5 I can talk about how people react <strong>to</strong> emotional situ<strong>at</strong>ions<br />
meeting<br />
— and about <strong>be</strong>haviour th<strong>at</strong> can cause such reactions.<br />
Word Bank<br />
<strong>How</strong> are you feeling? 6–7 I can talk about positive and neg<strong>at</strong>ive feelings <strong>at</strong> <strong>work</strong>.<br />
False Friends<br />
Irrit<strong>at</strong>ed or 8–9 I can identify the false friends presented here — and<br />
confused?<br />
use the correct transl<strong>at</strong>ions.<br />
In Focus<br />
Emotional 10–11 I know which nouns, adverbs and adjectives are <strong>be</strong>st<br />
colloc<strong>at</strong>ions<br />
used <strong>to</strong>gether <strong>to</strong> talk about emotions.<br />
Essential Idioms<br />
Your gut feeling? 12–13 I can correctly use idiom<strong>at</strong>ic expressions <strong>to</strong> descri<strong>be</strong> my<br />
feelings.<br />
Close Rel<strong>at</strong>ions<br />
Heart-<strong>to</strong>-heart 14–15 I can correctly use the “heart” family.<br />
Small Talk<br />
Close <strong>to</strong> tears 16–17 I can descri<strong>be</strong> my emotions in an informal way and talk<br />
about str<strong>at</strong>egies <strong>to</strong> deal with emotions in the <strong>work</strong>place.<br />
Your Profile<br />
Your emotions 18 I feel more confident using the vocabulary in this guide.<br />
Preview 19<br />
Not yet A little Yes!<br />
n n n<br />
n n n<br />
n n n<br />
n n n<br />
n n n<br />
n n n<br />
n n n<br />
n n n<br />
ISSUE 22 SKILL UP! 3
PICTURE THIS!<br />
1<br />
Bernhard Förth<br />
2 3<br />
4<br />
6<br />
5<br />
Try pulling<br />
yourself <strong>to</strong>gether<br />
AN EMOTIONAL MEETING<br />
<strong>How</strong> people react <strong>to</strong> emotional situ<strong>at</strong>ions depends on their personality, on the situ<strong>at</strong>ion<br />
— and on the people around them. Here, we present an overview of common feelings.<br />
1. emotions are die Emotionen<br />
running high<br />
kochen hoch<br />
2. senior manager leitende(r) Mitar<strong>be</strong>iter(in)<br />
der<br />
Geschäftsführung<br />
<strong>be</strong> fuming [(fju:mIN] wütend sein<br />
<strong>be</strong>grudge sb. sth. jmdm. etw. miss-<br />
[bi(grVdZ]<br />
gönnen<br />
feel undermined sich bloßgestellt<br />
fühlen<br />
go ballistic [bE(lIstIk] durchdrehen, die<br />
ifml.<br />
Wände hochgehen<br />
hot-tempered<br />
hitzig, cholerisch<br />
lash out<br />
Dampf ablassen<br />
3. CEO (chief executive Vorstandsvorofficer)<br />
sitzende(r)<br />
4 SKILL UP!<br />
congr<strong>at</strong>ul<strong>at</strong>e sb. jmdm. gr<strong>at</strong>ulieren<br />
[kEn(grÄtSuleIt]<br />
insensitive<br />
unsensi<strong>be</strong>l, gefühl-<br />
[In(sensEtIv]<br />
los<br />
promote sb.<br />
jmdn. <strong>be</strong>fördern<br />
tactless<br />
taktlos<br />
4. senior executive leitende(r) Mitar-<br />
[)si:niEr Ig(zekjUtIv] <strong>be</strong>iter(in) auf der<br />
o<strong>be</strong>ren Führungs -<br />
e<strong>be</strong>ne<br />
<strong>be</strong> promoted<br />
<strong>be</strong>fördert werden<br />
“Emotions were running high in the<br />
meeting. Someone actually threw a cup of<br />
coffee <strong>at</strong> the CEO!”
e <strong>to</strong>ngue-tied sprachlos sein<br />
feel appreci<strong>at</strong>ed sich geschätzt/<br />
anerkannt fühlen<br />
feel honoured<br />
sich geehrt fühlen<br />
5. assistant Assistent(in)<br />
feel envious [(enviEs] neidisch sein<br />
green with envy grün vor Neid<br />
pull oneself <strong>to</strong>gether sich zusammenreißen<br />
remain composed ruhig/gelassen<br />
[kEm(pEUzd]<br />
blei<strong>be</strong>n<br />
6. junior executive Nachwuchs-<br />
[)dZu:niE Ig(zekjUtIv ] führungskraft<br />
feel che<strong>at</strong>ed<br />
sich (um etw.) <strong>be</strong>tro-<br />
(out of sth.) [(tSi:tId] gen fühlen<br />
feel humili<strong>at</strong>ed sich gedemütigt<br />
[hju(mIlieItId]<br />
fühlen<br />
feel sh<strong>at</strong>tered UK ifml. sich am Boden zerstört<br />
fühlen<br />
lose one’s composure die Beherrschung<br />
[kEm(pEUZE]<br />
verlieren<br />
miss out on a promotion <strong>be</strong>i einer Beförderung<br />
ü<strong>be</strong>rgangen<br />
werden<br />
slam the door<br />
die Tür zuknallen<br />
<strong>How</strong> do you act? Can you <strong>be</strong>...?<br />
argument<strong>at</strong>ive [)A:gju(mentEtIv] streitsüchtig<br />
assertive [E(s§:tIv]<br />
energisch, <strong>be</strong>stimmt<br />
complacent [kEm(pleIs&nt]<br />
selbstgefällig,<br />
selbstzufrieden<br />
confront<strong>at</strong>ional [)kQnfrVn(teIS&nEl] streitsüchtig<br />
cut-thro<strong>at</strong> [(kVt TrEUt]<br />
rücksichtslos<br />
dismissive [dIs(mIsIv]<br />
abweisend<br />
ruthless [(ru:TlEs]<br />
rücksichts-, skrupellos<br />
sentimental [)sentI(ment&l] sentimental, gefühlvoll<br />
smug [smVg]<br />
süffisant, blasiert<br />
snippy [(snIpi] US ifml.<br />
schroff, barsch<br />
supportive [sE(pO:tIv]<br />
unterstützend<br />
Could your actions or words hurt a colleague’s...?<br />
confidence/self-confidence Selbstvertrauen,<br />
Selbst<strong>be</strong>wusstsein<br />
feelings<br />
Gefühle<br />
pride<br />
S<strong>to</strong>lz<br />
self-esteem<br />
Selbstachtung<br />
Talking about your feelings<br />
express one’s feelings seinen Gefühlen Ausdruck<br />
verleihen<br />
give vent <strong>to</strong> one’s feelings seinen Gefühlen freien Lauf<br />
lassen, sich Luft machen<br />
hide one’s feelings<br />
seine Gefühle ver<strong>be</strong>rgen<br />
hurt sb.’s feelings<br />
jmds. Gefühle verletzen<br />
keep one’s feelings <strong>to</strong> oneself seine Gefühle für sich <strong>be</strong>halten<br />
show one’s feelings<br />
seine Gefühle zeigen<br />
spare sb.’s feelings<br />
jmds. Gefühle schonen<br />
suppress one’s feelings seine Gefühle unterdrücken<br />
“At the end of the<br />
day you have <strong>to</strong> keep<br />
emotions away”<br />
Lakshmi Mittal, 63, chairman and CEO<br />
of ArcelorMittal<br />
Would you show...?<br />
affection<br />
compassion<br />
concern<br />
dislike<br />
favouritism<br />
[(feIvrE)tIzEm]<br />
grief [gri:f]<br />
irrit<strong>at</strong>ion<br />
pity<br />
support<br />
Zuneigung<br />
Mitgefühl, Mitleid<br />
Besorgnis<br />
Abneigung<br />
Vetternwirtschaft,<br />
Begünstigung<br />
Kummer, Leid<br />
Gereiztheit, Verärgerung<br />
Mitleid<br />
Solidarität, Symp<strong>at</strong>hie<br />
SKILL UP!<br />
Have you noticed the effect th<strong>at</strong><br />
you have on other people? The<br />
way you act can make others feel<br />
good or bad. Could you change<br />
your <strong>be</strong>haviour <strong>to</strong> make them feel<br />
more positive about themselves<br />
— or about you? Make a note in<br />
English of how people react <strong>to</strong><br />
you. Do you need <strong>to</strong> change the<br />
way you interact with others?<br />
ISSUE 22 SKILL UP! 5
WORD BANK<br />
I feel so up<strong>be</strong><strong>at</strong><br />
<strong>to</strong>day!<br />
HOW ARE YOU FEELING?<br />
Here, we present vocabulary you can use <strong>to</strong> descri<strong>be</strong> your feelings in<br />
typical <strong>work</strong> situ<strong>at</strong>ions.<br />
Before giving a present<strong>at</strong>ion —<br />
on a good day:<br />
calm<br />
ruhig<br />
composed [kEm(pEUzd] ruhig, gelassen<br />
composure [kEm(pEUZE] Ruhe, Gelassenheit<br />
confident<br />
zuversichtlich<br />
confidence<br />
Zuversicht<br />
laid-back [leId (bÄk] ifml. entspannt<br />
level-headed [)lev&l (hedId] <strong>be</strong>sonnen<br />
relaxed<br />
entspannt<br />
self-confident<br />
selbst<strong>be</strong>wusst<br />
self-confidence<br />
Selbst<strong>be</strong>wusstsein<br />
unconcerned<br />
un<strong>be</strong>sorgt<br />
undaunted [Vn(dO:ntId] unverdrossen<br />
unflappable [Vn(flÄpEb&l] unerschütterlich,<br />
souverän<br />
unpertur<strong>be</strong>d [)VnpE(t§:bd] gelassen, un<strong>be</strong>irrt<br />
up<strong>be</strong><strong>at</strong><br />
optimistisch<br />
Before giving a present<strong>at</strong>ion —<br />
on a bad day:<br />
anxious [(ÄNkSEs]<br />
ängstlich, <strong>be</strong>sorgt,<br />
unruhig<br />
anxiety [ÄN(zaIEti] Angst, Besorgnis,<br />
Unruhe<br />
apprehensive [)ÄprI(hensIv] <strong>be</strong>sorgt, ängstlich<br />
apprehension<br />
Besorgnis, Befürch-<br />
[)ÄprI(henS&n]<br />
tung, Vorahnung<br />
flustered [(flVstEd]<br />
aufgeregt, nervös<br />
insecure<br />
unsicher<br />
insecurity<br />
Unsicherheit<br />
nervous<br />
aufgeregt, ängstlich<br />
nervousness<br />
Aufgeregtheit, Nervosität<br />
worried<br />
<strong>be</strong>sorgt, ängstlich,<br />
unruhig<br />
worry<br />
Sorge, Besorgnis;<br />
sich Sorgen machen<br />
Blend Images<br />
When you’ve made a minor or silly mistake:<br />
annoyed with oneself: sich ü<strong>be</strong>r sich selbst ärgern<br />
<strong>be</strong> ~<br />
annoyance<br />
Ärger<br />
ashamed: <strong>be</strong>/ feel ~ sich schämen<br />
shame<br />
Scham, Schande<br />
embarrassed: <strong>be</strong>/feel ~ sich genieren, in Verlegenheit<br />
gebracht<br />
embarrassment Verlegenheit, Peinlichkeit<br />
When you’ve lost your job:<br />
desol<strong>at</strong>e [(desElEt]<br />
devast<strong>at</strong>ed<br />
[(devEsteItId]<br />
distraught [dI(strO:t]<br />
inadequ<strong>at</strong>e<br />
[In(ÄdIkwEt]<br />
miserable<br />
[(mIzErEb&l]<br />
weepy<br />
tief unglücklich<br />
am Boden zerstört<br />
verzweifelt<br />
unzulänglich<br />
elend<br />
den Tränen nahe<br />
6 SKILL UP! ISSUE 22
SKILL UP!<br />
Some German verbs or verb phrases referring<br />
<strong>to</strong> feelings are expressed in the<br />
form of adjectives in English. For example:<br />
Angst ha<strong>be</strong>n = <strong>be</strong> anxious<br />
sich ärgern = <strong>be</strong> angry/upset<br />
sich freuen = <strong>be</strong> pleased<br />
sich genieren = <strong>be</strong> embarrassed<br />
sich schämen = <strong>be</strong> ashamed<br />
If a someone does something th<strong>at</strong> makes<br />
you look weak, bad or foolish:<br />
compromised: feel ~ sich kompromittiert fühlen<br />
undermined: feel ~ sich bloßgestellt fühlen<br />
If you feel you’ve <strong>be</strong>en tre<strong>at</strong>ed unfairly:<br />
furious<br />
wütend, zornig<br />
in a rage: <strong>be</strong> ~ [reIdZ] vor Wut <strong>to</strong><strong>be</strong>n<br />
insulted [In(sVltId]<br />
<strong>be</strong>leidigt, gekränkt<br />
livid [(lIvId]<br />
wütend<br />
offended<br />
<strong>be</strong>leidigt, verletzt<br />
seething with anger [(si:DIN] schäumend vor Wut<br />
If you have <strong>to</strong>o much <strong>work</strong>:<br />
burned out<br />
ausgebrannt<br />
overwhelmed [)EUvE(welmd] ü<strong>be</strong>rfordert<br />
over<strong>work</strong>ed<br />
ü<strong>be</strong>rar<strong>be</strong>itet<br />
stressed<br />
gestresst<br />
If you feel you’ve <strong>be</strong>en <strong>work</strong>ing in the same place<br />
for <strong>to</strong>o long:<br />
bored<br />
gelangweilt<br />
fed up: <strong>be</strong> ~ with sth. etw. ü<strong>be</strong>rha<strong>be</strong>n, s<strong>at</strong>t ha<strong>be</strong>n<br />
sick and tired: <strong>be</strong> ~ of sth. die Nase voll von etw. ha<strong>be</strong>n<br />
When you didn’t get the promotion you wanted:<br />
disappointed (about/<strong>at</strong>/by sth.)<br />
disappointment<br />
dismayed [dIs(meId]<br />
frustr<strong>at</strong>ed (<strong>at</strong>/with sth.)<br />
frustr<strong>at</strong>ion<br />
upset<br />
enttäuscht<br />
Enttäuschung<br />
entsetzt, <strong>be</strong>stürzt<br />
frustriert (ü<strong>be</strong>r etw.)<br />
Frust, Enttäuschung<br />
traurig, verärgert, aus<br />
der Fassung gebracht<br />
When you’re really looking forward <strong>to</strong> doing<br />
something new:<br />
eager [(i:gE]<br />
eifrig, erwartungsvoll<br />
eagerness [(i:gEnEs]<br />
Eifer, Eins<strong>at</strong>zfreude<br />
enthusiastic [In)Tju:zi(ÄstIk] <strong>be</strong>geistert<br />
enthusiasm [In(Tju:zi)ÄzEm] Begeisterung<br />
excited: <strong>be</strong> ~ about sth. sich auf etw. freuen<br />
excitement<br />
Aufregung, Vorfreude<br />
keen UK<br />
voller Begeisterung<br />
<strong>be</strong> keen <strong>to</strong> do sth. UK etw. un<strong>be</strong>dingt/gern<br />
tun wollen<br />
When you get the job or promotion<br />
you wanted:<br />
delighted<br />
hocherfreut<br />
delight<br />
Freude, Entzücken<br />
gr<strong>at</strong>eful<br />
dankbar<br />
gr<strong>at</strong>itude Dankbarkeit<br />
proud<br />
s<strong>to</strong>lz<br />
pride<br />
S<strong>to</strong>lz<br />
relieved<br />
erleichtert<br />
relief<br />
Erleichterung<br />
s<strong>at</strong>isfied<br />
zufrieden<br />
s<strong>at</strong>isfaction Zufriedenheit<br />
In a situ<strong>at</strong>ion th<strong>at</strong> you’ve <strong>be</strong>en in many<br />
times <strong>be</strong>fore:<br />
blasé [(blA:zeI] gleichgültig<br />
indifferent<br />
gleichgültig, desinteressiert<br />
jaded [(dZeIdId] abgespannt; ü<strong>be</strong>rsättigt,<br />
abgestumpft<br />
nonchalant [(nQnSElEnt] lässig, locker<br />
ISSUE 22<br />
Guess how he<br />
feels right now<br />
iS<strong>to</strong>ckpho<strong>to</strong>
FALSE FRIENDS<br />
IRRITATED OR CONFUSED?<br />
There are many words in German and English th<strong>at</strong> sound similar but have very different<br />
meanings. They are “false friends”. Learn the correct transl<strong>at</strong>ions of these terms.<br />
sensitive<br />
sensible<br />
iS<strong>to</strong>ckpho<strong>to</strong> (2)<br />
Wh<strong>at</strong>’s sensi<strong>be</strong>l in English?<br />
sensi<strong>be</strong>l = sensitive<br />
“She’s highly sensitive and takes criticism very<br />
personally.”<br />
It’s not sensible!<br />
sensible = vernünftig<br />
“She may <strong>be</strong> young, but she’s sensible. She<br />
would never do anything crazy.”<br />
confuse sb.<br />
Wh<strong>at</strong>’s irritieren in English?<br />
jmdn. irritieren = confuse sb.<br />
“You’re confusing me. Which one of<br />
these did you say we should get?”<br />
It’s not irrit<strong>at</strong>e!<br />
irrit<strong>at</strong>e sb. = jmdn. verärgern,<br />
nerven<br />
“I’m sorry, but the <strong>to</strong>ne of your<br />
questions is really starting <strong>to</strong> irrit<strong>at</strong>e<br />
me.”<br />
irrit<strong>at</strong>e sb.<br />
Top Pho<strong>to</strong> Group<br />
Image Source<br />
8 SKILL UP!
anxious<br />
angry<br />
iS<strong>to</strong>ckpho<strong>to</strong> (2)<br />
Wh<strong>at</strong>’s ängstlich in English?<br />
ängstlich = anxious, scared, worried<br />
“I’m <strong>to</strong>o scared <strong>to</strong> jump! Let’s go back.”<br />
It’s not angry!<br />
angry = wütend<br />
“She was so angry she punched him in the face<br />
— in the middle of the meeting.”<br />
emotional<br />
Wh<strong>at</strong>’s p<strong>at</strong>hetisch in English?<br />
p<strong>at</strong>hetisch = emotional, impassioned<br />
“He made such an impassioned speech<br />
th<strong>at</strong> he made us all cry.”<br />
It’s not p<strong>at</strong>hetic!<br />
p<strong>at</strong>hetic = erbärmlich, armselig<br />
“I expected a lot more money for my<br />
<strong>work</strong>, but he offered me a p<strong>at</strong>hetic<br />
sum.”<br />
M SKILL UP! Audio<br />
You can do a rel<strong>at</strong>ed exercise<br />
on <strong>Business</strong> <strong>Spotlight</strong> Audio.<br />
p<strong>at</strong>hetic<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
Cre<strong>at</strong>as<br />
YOUR PROFILE<br />
Write down example sentences th<strong>at</strong> are useful <strong>to</strong> you. This makes it easier <strong>to</strong> remem<strong>be</strong>r false<br />
friends and other tricky expressions.<br />
ISSUE 22
IN FOCUS<br />
He’s painfully shy,<br />
not deeply ashamed<br />
EMOTIONAL<br />
COLLOCATIONS<br />
A colloc<strong>at</strong>ion is a pair or group of<br />
words th<strong>at</strong> are often used <strong>to</strong>gether.<br />
Here, we present common colloc<strong>at</strong>ions<br />
around the <strong>to</strong>pic of emotions.<br />
“emotional” + noun<br />
baggage<br />
emotional<br />
experience<br />
impact<br />
intelligence<br />
outburst<br />
response<br />
st<strong>at</strong>e<br />
ties<br />
well-<strong>be</strong>ing<br />
wreck<br />
“emotionally” + adjective<br />
emotionally<br />
<strong>at</strong>tached<br />
insecure<br />
manipul<strong>at</strong>ive<br />
“emotive” + noun<br />
emotive<br />
campaign<br />
issue<br />
<strong>to</strong>ne<br />
Getting emotional<br />
seelischer Ballast<br />
emotionales Erlebnis<br />
psychische Folgen<br />
emotionale Intelligenz<br />
Gefühlsausbruch<br />
emotionale Reaktion<br />
Gemütszustand<br />
gefühlsmäßige Bindungen<br />
seelisches Wohl<strong>be</strong>finden<br />
seelisches Wrack<br />
gefühlsmäßig gebunden<br />
psychisch labil<br />
gefühlsmäßig manipulierend<br />
gefühlsgeladene Kampagne<br />
emotionales Thema<br />
gefühls<strong>be</strong><strong>to</strong>nter Klang/Ton<br />
verb + “emotional”<br />
<strong>be</strong>come<br />
adverb + “emotional”<br />
deeply<br />
extremely<br />
highly<br />
emotional werden<br />
feel emotional emotional empfinden<br />
get<br />
emotional werden<br />
zutiefst emotional<br />
emotional äußerst emotional<br />
stark emotional<br />
Emotional<br />
stress can turn<br />
employees in<strong>to</strong><br />
emotional wrecks.<br />
Pho<strong>to</strong>disc<br />
ISSUE 22
So very emotional!<br />
Instead of “very”, we typically use other intensifiers with<br />
certain adjectives.<br />
absolutely<br />
bitterly<br />
blissfully<br />
amazed<br />
furious<br />
mortified<br />
disappointed<br />
resentful<br />
unaware<br />
happy<br />
höchst ü<strong>be</strong>rrascht<br />
furchtbar wütend<br />
zutiefst <strong>be</strong>schämt<br />
bitter enttäuscht<br />
sehr verärgert<br />
unwissend<br />
ü<strong>be</strong>rglücklich<br />
SKILL UP!<br />
It is important <strong>to</strong> learn colloc<strong>at</strong>ions,<br />
not just individual words. This will<br />
help you <strong>to</strong> speak more n<strong>at</strong>urally<br />
and <strong>to</strong> improve your writing style.<br />
When reading English texts, underline<br />
or highlight useful colloc<strong>at</strong>ions.<br />
When you come across new words,<br />
write them down as phrases or in<br />
sentences th<strong>at</strong> show you how the<br />
words are used <strong>to</strong>gether.<br />
concerned<br />
tief <strong>be</strong>sorgt<br />
depressed<br />
zutiefst niedergeschlagen<br />
deeply<br />
distressed<br />
hurt<br />
zutiefst <strong>be</strong>kümmert<br />
zutiefst verletzt<br />
moved<br />
tief <strong>be</strong>wegt<br />
ashamed<br />
zutiefst <strong>be</strong>schämt<br />
shocked<br />
höchst schockiert<br />
desper<strong>at</strong>ely<br />
sad<br />
tieftraurig<br />
painfully<br />
self-conscious<br />
sensitive<br />
stark gehemmt<br />
extrem sensi<strong>be</strong>l<br />
shy<br />
extrem schüchtern<br />
perfectly<br />
utterly<br />
happy<br />
appalled<br />
dejected<br />
vollkommen glücklich<br />
zutiefst erschüttert<br />
zutiefst <strong>be</strong>drückt<br />
Emotional: utterly,<br />
deeply, painfully<br />
devoted<br />
treu erge<strong>be</strong>n, hingebungsvoll<br />
Emotional moments<br />
l The first day in a new job can <strong>be</strong> a highly emotional experience.<br />
l I was an emotional wreck when my company went bankrupt.<br />
l The emotional impact of losing a job should not <strong>be</strong> forgotten.<br />
l Emotional intelligence is just as important as technical skills.<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
SKILL UP! 11
ESSENTIAL IDIOMS<br />
YOUR GUT FEELING?<br />
We often use informal expressions, including idioms and idiom<strong>at</strong>ic phrases, <strong>to</strong> talk about<br />
our feelings. Learn some common ones in these dialogues.<br />
SKILL UP!<br />
Read the two versions of each mini-dialogue. Then<br />
cover up the idiom<strong>at</strong>ic version and read the simpler<br />
one again. Can you remem<strong>be</strong>r how <strong>to</strong> say the same<br />
things idiom<strong>at</strong>ically?<br />
<strong>How</strong> is he?<br />
Walking on air!<br />
First, the idiom<strong>at</strong>ic way<br />
Chris: So, Megan, will the guys accept our conditions?<br />
Megan: My gut feeling is th<strong>at</strong> they will. Frank’s <strong>be</strong>en walking<br />
on air since his last meeting with them.<br />
Chris: Well, th<strong>at</strong>’s a load off my mind.<br />
Now, more simply<br />
Chris: So, Megan, will the guys accept our conditions?<br />
Megan: My instinct tells me they will. Frank’s <strong>be</strong>en extremely<br />
happy since his last meeting with them.<br />
Chris: Well, th<strong>at</strong>’s a relief.<br />
Pho<strong>to</strong>disc<br />
Check the transl<strong>at</strong>ions<br />
gut feeling Bauchgefühl<br />
walking on air: selig sein<br />
<strong>be</strong> ~<br />
th<strong>at</strong>’s a load off da bin ich ermy<br />
mind leichtert<br />
First, the idiom<strong>at</strong>ic way<br />
Chris: Megan’s <strong>be</strong>en made team leader.<br />
Frank: Megan? She must <strong>be</strong> over the moon.<br />
Chris: Well, I hear she’s got mixed feelings.<br />
Frank: With all th<strong>at</strong> extra pay, she should <strong>be</strong><br />
thrilled <strong>to</strong> bits! I know I would <strong>be</strong>.<br />
Chris: Hey, no hard feelings, Frank!<br />
Now, more simply<br />
Chris: Megan’s <strong>be</strong>en made team leader.<br />
Frank: Megan? She must <strong>be</strong> very happy!<br />
Chris: Well, I hear she’s not sure wh<strong>at</strong> <strong>to</strong> think.<br />
Frank: With all th<strong>at</strong> extra pay, she should <strong>be</strong> extremely<br />
pleased! I know I would <strong>be</strong>.<br />
Chris: Hey, don’t feel resentful, Frank!<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
Check the transl<strong>at</strong>ions<br />
over the moon: <strong>be</strong> ~ UK<br />
mixed feelings: have got ~<br />
thrilled <strong>to</strong> bits: <strong>be</strong> ~<br />
no hard feelings<br />
ü<strong>be</strong>rglücklich sein<br />
gemischte Gefühle ha<strong>be</strong>n<br />
vor Freude völlig aus dem Häuschen sein<br />
nichts für ungut<br />
She looks thrilled<br />
<strong>to</strong> bits<br />
ISSUE 22
Ron Chapple Studios<br />
Check the transl<strong>at</strong>ions<br />
have had it up <strong>to</strong> here es bis o<strong>be</strong>n hin<br />
s<strong>at</strong>tha<strong>be</strong>n<br />
blow a fuse<br />
vor Wut pl<strong>at</strong>zen<br />
go down well with sb. <strong>be</strong>i jmdn.gut<br />
ankommen<br />
get sb.’s back up jmdm. auf die<br />
Nerven gehen<br />
hit a raw nerve einen wunden<br />
Punkt treffen<br />
Careful: he’s about<br />
<strong>to</strong> blow a fuse<br />
First, the idiom<strong>at</strong>ic way<br />
Frank: I’ve had it up <strong>to</strong> here with the boss. He blew<br />
a fuse this morning when I suggested th<strong>at</strong><br />
Megan might not <strong>be</strong> the right choice.<br />
Chris: You did? Oh, I <strong>be</strong>t th<strong>at</strong> didn’t go down well<br />
with him.<br />
Frank: It didn’t. But the way he reacts <strong>to</strong> suggestions<br />
really gets my back up!<br />
Chris: May<strong>be</strong> you hit a raw nerve.<br />
Now, more simply<br />
Frank: I’m so annoyed with the boss. He got so angry<br />
this morning when I suggested th<strong>at</strong> Megan<br />
might not <strong>be</strong> the right choice.<br />
Chris: You did? Oh, I <strong>be</strong>t he didn’t like th<strong>at</strong>.<br />
Frank: He didn’t. But the way he reacts <strong>to</strong> suggestions<br />
really annoys me!<br />
Chris: May<strong>be</strong> you upset him <strong>be</strong>cause he’s sensitive<br />
about this.<br />
First, the idiom<strong>at</strong>ic way<br />
Megan: Wh<strong>at</strong>’s wrong with Frank? He looks down<br />
in the dumps.<br />
Chris: Oh, the boss did not take kindly <strong>to</strong><br />
something he said.<br />
Megan: Oh, dear. It’s never a good idea <strong>to</strong> rub<br />
him up the wrong way.<br />
Chris: Actually, he criticized the decision <strong>to</strong><br />
send you <strong>to</strong> Abu Dhabi.<br />
Megan: Imagine th<strong>at</strong>! He’ll just have <strong>to</strong> grin and<br />
<strong>be</strong>ar it, won’t he?<br />
Why is he down<br />
in the dumps?<br />
Ingram Publishing<br />
Now, more simply<br />
Megan: Wh<strong>at</strong>’s wrong with Frank? He looks very<br />
unhappy.<br />
Chris: Oh, the boss was annoyed with something<br />
he said.<br />
Megan: Oh, dear. It’s never a good idea <strong>to</strong> say<br />
things th<strong>at</strong> annoy him.<br />
Chris: Actually, he criticized the decision <strong>to</strong><br />
send you <strong>to</strong> Abu Dhabi.<br />
Megan: Imagine th<strong>at</strong>! Well, he’ll just have <strong>to</strong> accept<br />
it without complaining, won’t he?<br />
Check the transl<strong>at</strong>ions<br />
down in the dumps: deprimiert<br />
look ~<br />
aussehen<br />
not take kindly <strong>to</strong> sth. etw. gar nicht<br />
gerne hören/sehen<br />
rub sb. up the <strong>be</strong>i jmdm. anecken<br />
wrong way UK<br />
grin and <strong>be</strong>ar it gute Miene zum<br />
bösen Spiel<br />
machen<br />
SKILL UP! Audio<br />
You can do rel<strong>at</strong>ed exercises<br />
on <strong>Business</strong> <strong>Spotlight</strong> Audio.<br />
ISSUE 22 SKILL UP! 13<br />
M
CLOSE RELATIONS<br />
HEART-TO-HEART<br />
The word “heart” is used in different forms and in combin<strong>at</strong>ion with many different<br />
words. Take a closer look <strong>at</strong> this important word family.<br />
+ break heartbreak<br />
+ ing<br />
heartbreaking<br />
Lifesize<br />
+ broken heartbroken<br />
+ ed hearted<br />
cold- +<br />
cold-hearted<br />
+ ly<br />
cold-heartedly<br />
heart<br />
kind- +<br />
kind-hearted<br />
+ ness<br />
+ ly<br />
cold-heartedness<br />
kind-heartedly<br />
+ ness<br />
kind-heartedness<br />
+ en hearten<br />
+ ed<br />
heartened<br />
dis +<br />
dishearten<br />
+ ed<br />
disheartened<br />
+ felt heartfelt<br />
+ ily heartily<br />
+ ing<br />
disheartening<br />
+ less heartless<br />
+ y hearty<br />
The family<br />
cold-hearted<br />
kaltherzig<br />
cold-heartedly kaltherzig<br />
cold-heartedness Kaltherzigkeit<br />
dishearten sb. jmdn. entmutigen<br />
disheartened entmutigt, mutlos<br />
disheartening entmutigend<br />
heartbreak<br />
großer Kummer<br />
heartbreaking<br />
heartbroken<br />
hearten sb.<br />
heartened: feel ~<br />
heartfelt<br />
heartily<br />
heartless<br />
hearty<br />
kind-hearted<br />
kind-heartedly<br />
kind-heartedness<br />
herzzerreißend<br />
untröstlich, <strong>to</strong>dunglücklich<br />
jmdn. ermutigen, aufmuntern<br />
sich ermutigt fühlen<br />
aufrichtig, tief empfunden<br />
herzlich; von Herzen<br />
herzlos<br />
herzlich, herzhaft<br />
gutherzig, gütig<br />
gutherzig<br />
Gutherzigkeit, Güte<br />
14 SKILL UP! ISSUE 22
Common “hearted” compounds<br />
“Hearted” is always used in combin<strong>at</strong>ion<br />
with other adjectives, never on its own.<br />
downhearted<br />
faint-hearted<br />
half-hearted<br />
half-heartedly<br />
hard-hearted<br />
heavy-hearted<br />
heavy-heartedly<br />
warm-hearted<br />
wholehearted<br />
wholeheartedly<br />
USE THE FAMILY<br />
niedergeschlagen<br />
zaghaft; feige<br />
halbherzig, lustlos<br />
halbherzig, lustlos<br />
hartherzig<br />
mit schwerem Herzen<br />
schweren Herzens<br />
warmherzig<br />
völlig, uneingeschränkt<br />
voll und ganz<br />
l He gave a heart-rending account of the<br />
project in Africa. But it was heartwarming<br />
<strong>to</strong> learn wh<strong>at</strong> he had achieved.<br />
l There’ll <strong>be</strong> no bonuses this year, so the<br />
mood is understandably downhearted.<br />
l Our hosts were waiting for us <strong>at</strong> the airport<br />
and gave us a hearty welcome.<br />
l She agreed half-heartedly <strong>to</strong> handle the<br />
problem, but I knew she didn’t want <strong>to</strong>.<br />
l Don’t <strong>be</strong> disheartened just <strong>be</strong>cause you<br />
didn’t get the job.<br />
l Our heartfelt thanks go <strong>to</strong> John and<br />
Mary for organizing this fantastic event.<br />
l Sandy was l<strong>at</strong>e again <strong>to</strong>day. May<strong>be</strong> it’s<br />
time we had a heart-<strong>to</strong>-heart.<br />
Some “heart” compounds you might use <strong>at</strong><br />
<strong>work</strong><br />
heart-rending<br />
herzergreifend<br />
heart-<strong>to</strong>-heart<br />
heart-warming<br />
sweetheart deal ifml.<br />
vertrauliches Gespräch; offenes<br />
Gespräch<br />
herzerwärmend, -erfreuend<br />
Kungelei<br />
SKILL UP!<br />
We’ve listed common expressions th<strong>at</strong> you might want<br />
<strong>to</strong> use in business situ<strong>at</strong>ions, but there are many more<br />
th<strong>at</strong> contain “heart”. Look up the word “heart” in a good<br />
dictionary and write down any th<strong>at</strong> you might want <strong>to</strong> use<br />
yourself th<strong>at</strong> we haven’t listed here.<br />
IN ACTION: THE HEART<br />
‡ If you set your heart on doing something, you want<br />
it very much:<br />
“Simon has his heart set on <strong>be</strong>coming a doc<strong>to</strong>r.”<br />
‡ If you put your heart in<strong>to</strong> something, you make a<br />
lot of effort <strong>to</strong> do it well:<br />
“Pauline really puts her heart in<strong>to</strong> her <strong>work</strong>.”<br />
‡ We often use sweetheart deal <strong>to</strong> criticize an agreement,<br />
especially when we want <strong>to</strong> suggest th<strong>at</strong> there<br />
is something corrupt about the deal:<br />
“The minister was criticized for making sweetheart<br />
deals with major firms.”<br />
‡ If someone or something causes you a lot of<br />
heartache, you have a lot of problems:<br />
“This new system is causing us a lot of heartache.”<br />
‡ Cold-hearted, hearty and warm-hearted descri<strong>be</strong><br />
nouns, while cold-heartedly, heartily and wholeheartedly<br />
modify verbs:<br />
“I wholeheartedly agree. Tom is so cold-hearted.”<br />
The heart of emotional expressions<br />
cause sb. a lot of heartache [(hA:teIk] jmdm. viel Kummer <strong>be</strong>reiten<br />
have a change of heart<br />
seine Meinung ändern<br />
have one’s heart set on doing sth. / etw. von ganzem Herzen tun wollen<br />
set one’s heart on sth.<br />
let one’s heart rule one’s head das Herz ü<strong>be</strong>r den Kopf <strong>be</strong>stimmen lassen<br />
my heart sank<br />
mir wurde schwer ums Herz, mein Mut sank<br />
put one’s heart (and soul) in<strong>to</strong> sth. mit viel Herzblut / mit Leib und Seele <strong>be</strong>i etw. sein<br />
take sth. <strong>to</strong> heart<br />
sich etw. zu Herzen nehmen<br />
iS<strong>to</strong>ckpho<strong>to</strong>
SMALL TALK<br />
CLOSE TO TEARS<br />
We don’t just talk about <strong>work</strong> with our colleagues. Sometimes, we also talk about our<br />
feelings — especially if we’re fortun<strong>at</strong>e enough <strong>to</strong> have colleagues who are also friends.<br />
Situ<strong>at</strong>ion:<br />
Alice and K<strong>at</strong>e <strong>work</strong> in different departments of a<br />
large company. They meet on the bus on their way<br />
home from <strong>work</strong> one day.<br />
Alice:<br />
K<strong>at</strong>e:<br />
Alice:<br />
K<strong>at</strong>e:<br />
Alice:<br />
K<strong>at</strong>e:<br />
Alice:<br />
K<strong>at</strong>e:<br />
Alice:<br />
K<strong>at</strong>e, are you OK? You look a bit down in the<br />
mouth.<br />
Do I? To <strong>be</strong> honest, it’s all getting <strong>to</strong> <strong>be</strong> a bit <strong>to</strong>o<br />
much for me. You know, my mum is sick and my<br />
son has problems <strong>at</strong> school... And on <strong>to</strong>p of all<br />
th<strong>at</strong>, I’ve got <strong>to</strong>ns of <strong>work</strong>. I’m feeling a bit overwhelmed.<br />
You poor thing!<br />
In the meeting <strong>to</strong>day, my boss <strong>to</strong>ld me off for some<br />
silly little mistake I’d made, and I nearly burst in<strong>to</strong><br />
tears. I had <strong>to</strong> make a dash for the loo <strong>be</strong>fore anyone<br />
noticed. It was so embarrassing!<br />
Have you tried talking <strong>to</strong> him?<br />
It wouldn’t help. He’s always said th<strong>at</strong> we<br />
shouldn’t let our personal problems affect our performance<br />
<strong>at</strong> <strong>work</strong>.<br />
Still, it might <strong>be</strong> a good idea <strong>to</strong> remind him th<strong>at</strong><br />
you have a life outside the company. He may <strong>be</strong><br />
more understanding than you think.<br />
No, he’s as hard as nails. He’s the kind of man who<br />
<strong>be</strong>lieves th<strong>at</strong> women turn on the w<strong>at</strong>er<strong>work</strong>s just<br />
<strong>to</strong> get symp<strong>at</strong>hy. He thinks it’s a virtue <strong>to</strong> keep<br />
your feelings bottled up.<br />
People like th<strong>at</strong> usually end up with ulcers. K<strong>at</strong>e,<br />
if you ever need a shoulder <strong>to</strong> cry on, just call me.<br />
affect sth.<br />
as hard as nails<br />
burst in<strong>to</strong> tears<br />
down in the mouth ifml.<br />
embarrassing<br />
it’s all getting <strong>to</strong> <strong>be</strong> a<br />
bit <strong>to</strong>o much for me<br />
keep one’s feelings<br />
bottled up<br />
sich auf etw.<br />
auswirken, etw.<br />
<strong>be</strong>einträchtigen<br />
knallhart<br />
in Tränen ausbrechen<br />
niedergeschlagen<br />
peinlich<br />
langsam wird mir<br />
alles ein wenig zu<br />
viel<br />
seine Gefühle nicht<br />
zeigen<br />
loo [lu:] UK ifml. Klo<br />
make a dash for schnell (zu einem<br />
(a place) Ort) laufen<br />
on <strong>to</strong>p of all th<strong>at</strong> außerdem, zu alledem<br />
overwhelmed<br />
performance<br />
shoulder <strong>to</strong> cry on: a ~<br />
symp<strong>at</strong>hy<br />
tell sb. off ifml.<br />
<strong>to</strong>ns of <strong>work</strong><br />
turn on the w<strong>at</strong>er<strong>work</strong>s<br />
ifml.<br />
ulcer [(VlsE]<br />
understanding<br />
virtue [(v§:tSu:]<br />
You poor thing!<br />
ü<strong>be</strong>rfordert<br />
Leistung<br />
jmd., <strong>be</strong>i dem man<br />
sich ausweinen kann<br />
Mitleid, Mitgefühl<br />
jmdn. rüffeln<br />
Unmengen an Ar<strong>be</strong>it<br />
losheulen<br />
Magengeschwür<br />
verständnisvoll<br />
Tugend<br />
Du Arme/Armer!<br />
We all need a<br />
shoulder <strong>to</strong> cry on
Should I blow up or<br />
break down?<br />
Fuse (2)<br />
M SKILL UP! Audio<br />
You can do rel<strong>at</strong>ed exercises<br />
on <strong>Business</strong> <strong>Spotlight</strong> Audio.<br />
argument<br />
blow up<br />
break down<br />
confront<strong>at</strong>ional: <strong>be</strong> ~<br />
[)kQnfrVn(teIS&nEl]<br />
Feel like swearing?<br />
In most professions, it’s unacceptable<br />
<strong>to</strong> swear or use vulgar words <strong>at</strong> <strong>work</strong>.<br />
If you hear n<strong>at</strong>ive speakers using the<br />
ones listed here, you can <strong>be</strong> certain<br />
th<strong>at</strong> they are not happy. Careful: in the<br />
UK, “pissed” means “I’ve drunk far <strong>to</strong>o<br />
much alcohol”.<br />
Auseinandersetzung<br />
explodieren<br />
zusammenbrechen<br />
auf Konfront<strong>at</strong>ion<br />
gehen<br />
excuse oneself<br />
sich entschuldigen<br />
feel overcome by emotion sich von Gefühlen<br />
ü<strong>be</strong>rwältigt fühlen<br />
overpower sb.<br />
sensitively [(sensEtIvli]<br />
jmdn. ü<strong>be</strong>rwältigen<br />
einfühlsam<br />
Wh<strong>at</strong> can you do if you get (<strong>to</strong>o)<br />
emotional?<br />
Never allowing yourself <strong>to</strong> show your emotions can <strong>be</strong><br />
harmful <strong>to</strong> your health. Studies have shown, for example,<br />
th<strong>at</strong> men who bottle up their feelings are <strong>at</strong> higher<br />
risk of having a heart <strong>at</strong>tack. But wh<strong>at</strong> can you do if<br />
you feel overcome by emotion?<br />
l Excuse yourself quickly (you can always say you’re<br />
not feeling well) and disappear <strong>to</strong> the <strong>to</strong>ilet. Bre<strong>at</strong>he<br />
deeply, count <strong>to</strong> a hundred and splash some cold<br />
w<strong>at</strong>er in your face.<br />
l If you feel like blowing up r<strong>at</strong>her than breaking<br />
down, close your eyes and count <strong>to</strong> ten. This short<br />
pause gives you the chance <strong>to</strong> reformul<strong>at</strong>e wh<strong>at</strong> you<br />
were going <strong>to</strong> say. Also, the other person will see th<strong>at</strong><br />
you are not letting your neg<strong>at</strong>ive feelings overpower<br />
you and will respect you the more for it.<br />
l Teach yourself a few relax<strong>at</strong>ion techniques (see<br />
<strong>Business</strong> <strong>Spotlight</strong> 2/2013).<br />
l Crying in a business meeting or when talking <strong>to</strong><br />
cus<strong>to</strong>mers should <strong>be</strong> avoided; however, getting emotional<br />
in front of close colleagues need not always <strong>be</strong><br />
a problem. It might even strengthen your rel<strong>at</strong>ionship<br />
with your co-<strong>work</strong>ers and bring about any necessary<br />
change.<br />
l In any argument, avoid <strong>be</strong>ing confront<strong>at</strong>ional, and<br />
don’t generalize. Talk about your own feelings, r<strong>at</strong>her<br />
than about the other person’s <strong>be</strong>haviour.<br />
l For more tips on str<strong>at</strong>egies for dealing sensitively<br />
with the feelings of others, see Bob Dignen’s article<br />
“A question of emotion” (<strong>Business</strong> <strong>Spotlight</strong> 5/2009).<br />
I’m so pissed off! (US pissed) vulg. sl.<br />
I couldn’t give a shit! vulg. sl.<br />
Ich bin <strong>to</strong>tal genervt!<br />
Das ist mir scheißegal!<br />
ISSUE 22<br />
SKILL UP! 17
YOUR PROFILE<br />
YOUR EMOTIONS<br />
Personalize this guide by adding your own example sentences — which should reflect<br />
words and expressions you need in order <strong>to</strong> talk about your circumstances.<br />
EMOTIONAL MATTERS<br />
Wh<strong>at</strong>’s the most emotional meeting you have <strong>be</strong>en <strong>to</strong> <strong>at</strong> <strong>work</strong>? <strong>How</strong> did you feel <strong>at</strong> the time?<br />
Do you or your colleagues get emotional when doing certain tasks <strong>at</strong> <strong>work</strong>? Which tasks make you feel<br />
neg<strong>at</strong>ive? Which ones make you feel more positive? Write down a short description using vocabulary from<br />
<strong>at</strong> least two sections of this guide.<br />
Use the idiom<strong>at</strong>ic expressions in Essential Idioms (pp. 12–13) <strong>to</strong> descri<strong>be</strong> the emotions of some of your<br />
colleagues.<br />
SMALL TALK: A SHOULDER TO CRY ON<br />
<strong>How</strong> would you react <strong>to</strong> someone who is describing an emotional experience <strong>to</strong> you? Cre<strong>at</strong>e a short dialogue<br />
using expressions from our Small Talk section (pp. 16–17).<br />
18 SKILL UP! ISSUE 22
In the next issue<br />
PREVIEW<br />
iS<strong>to</strong>ckpho<strong>to</strong> (2)<br />
IMPRESSUM<br />
HERAUSGEBER UND VERLAGSLEITER:<br />
Dr. Wolfgang S<strong>to</strong>ck<br />
CHEFREDAKTEUR: Dr. Ian McMaster<br />
STELLVERTRETENDE CHEFREDAKTEURIN:<br />
Deborah Capras<br />
GESCHÄFTSFÜHRENDE REDAKTEURIN (CvD):<br />
Maja Sirola<br />
AUTOREN: Deborah Capras, Anna Hochsieder<br />
REDAKTION: Margaret Davis, Hildegard Rudolph,<br />
Michele Tilgner<br />
BILDREDAKTION: Sarah Gough (Leitung),<br />
Thorsten Mansch<br />
GESTALTUNG: loop grafikdesign München<br />
REDAKTIONSASSISTENZ: Michelle Carstens<br />
PRODUKTIONSLEITUNG: Ingrid Sturm<br />
VERTRIEBSLEITUNG: Monika Wohlgemuth<br />
MARKETINGLEITUNG: Holger Hofmann<br />
ANZEIGENLEITUNG: Axel Zettler<br />
VERLAG und REDAKTION:<br />
<strong>Spotlight</strong> Verlag GmbH<br />
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© 5/2013 <strong>Spotlight</strong> Verlag, auch für alle<br />
genannten Au<strong>to</strong>ren, Fo<strong>to</strong>grafen und Mitar<strong>be</strong>iter.<br />
PROPERTY<br />
The mantra “loc<strong>at</strong>ion, loc<strong>at</strong>ion, loc<strong>at</strong>ion” is so<br />
important in the property market. In our next<br />
Skill Up!, you’ll find the words you will need <strong>to</strong><br />
talk about offices, buildings and your home.<br />
PICTURE THIS: renov<strong>at</strong>ion <strong>work</strong><br />
FALSE FRIENDS: caution, provision<br />
WORD BANK: property types<br />
also:<br />
SMALL TALK<br />
To rent or buy?<br />
Cover pho<strong>to</strong>graph: Hemera<br />
ISSUE 22<br />
Wh<strong>at</strong> are the <strong>be</strong>st<br />
options?
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iS<strong>to</strong>ckpho<strong>to</strong><br />
New York is one of the most<br />
pho<strong>to</strong>graphed, filmed, written<br />
about, and discussed cities<br />
NYC: a view <strong>to</strong> success<br />
in the world. Frank Sin<strong>at</strong>ra also<br />
famously sang about it, claiming th<strong>at</strong>, “if I can make it there, I’ll make<br />
it anywhere.” Whether or not this is true, there is no denying the<br />
enduring fascin<strong>at</strong>ion of “The Big Apple” for entrepreneurship of all<br />
kinds. In this business travel guide, we focus on six key industries and<br />
the places th<strong>at</strong> are most closely associ<strong>at</strong>ed with them. We also provide<br />
lots of practical tips <strong>to</strong> help make your next visit <strong>to</strong> New York more<br />
enjoyable. We hope th<strong>at</strong> you find our guide both entertaining and<br />
inform<strong>at</strong>ive and we look forward <strong>to</strong> your feedback.<br />
Impressum<br />
HERAUSGEBER UND VERLAGSLEITER: Dr. Wolfgang S<strong>to</strong>ck<br />
CHEFREDAKTEUR: Dr. Ian McMaster<br />
STELLVERTR. CHEFREDAKTEURIN: Deborah Capras<br />
GESCHÄFTSFÜHRENDE REDAKTEURIN: Maja Sirola (CvD)<br />
REDAKTION: Margaret Davis, Anna Hochsieder,<br />
Hildegard Rudolph, Michele Tilgner<br />
AUTOREN: Deborah Capras, Margaret Davis, Sarah Gough,<br />
Ian McMaster, Maja Sirola, Claudine We<strong>be</strong>r-Hof<br />
BILDREDAKTION: Sarah Gough, Thorsten Mansch<br />
GESTALTUNG: loopgrafikdesign München<br />
VERTRIEBSLEITUNG: Monika Wohlgemuth<br />
MARKETINGLEITUNG: Holger Hofmann<br />
ANZEIGENLEITUNG: Axel Zettler<br />
PRODUKTIONSLEITUNG: Ingrid Sturm<br />
VERLAG UND REDAKTION: <strong>Spotlight</strong> Verlag GmbH<br />
Postanschrift: Postfach 1565, 82144 Planegg<br />
Hausanschrift: Fraunhoferstraße 22,<br />
82152 Planegg, Telefon: (0049) 89 856 81-0<br />
Internet: www.business-spotlight.de<br />
LITHO: HWM GmbH, 82152 Planegg<br />
DRUCK: teNeues, 47906 Kempen<br />
© 5/2013 <strong>Spotlight</strong> Verlag, auch für alle genann ten Au<strong>to</strong>ren,<br />
Fo<strong>to</strong>grafen und Mitar<strong>be</strong>iter.<br />
Cover pho<strong>to</strong>graph: iS<strong>to</strong>ckpho<strong>to</strong><br />
CONTENTS<br />
Contact: business@spotlight-verlag.de<br />
Transport<strong>at</strong>ion: Grand Central 4<br />
Real Est<strong>at</strong>e: Brooklyn Bridge 6<br />
Finance: Wall Street 8<br />
Retail: Fifth Avenue 10<br />
Leisure: Central Park 12<br />
Media: Broadway 14<br />
Note: This booklet uses the style,<br />
spelling, and pronunci<strong>at</strong>ion of American<br />
English.<br />
<strong>Business</strong><strong>Spotlight</strong> 3
TRANSPORTATION: GRAND CENTRAL<br />
Franz Marc Frei<br />
It’s a masterpiece,<br />
not a st<strong>at</strong>ion<br />
You’ve arrived in New York. Now, how do you get around? You don’t<br />
need a ticket <strong>to</strong> go through Grand Central. It’s a destin<strong>at</strong>ion in itself.<br />
Don’t make the mistake of calling<br />
Grand Central a st<strong>at</strong>ion — it’s a<br />
terminal, and a Beaux-Arts masterpiece.<br />
Officially opened in 1913,<br />
Grand Central is celebr<strong>at</strong>ing its centenary<br />
this year. It offers upscale<br />
restaurants, cocktail lounges, specialist<br />
shops, and a ceiling th<strong>at</strong><br />
shows the Mediterranean sky <strong>at</strong><br />
night in mirror image. There’s a<br />
“wow” fac<strong>to</strong>r in every corner. With a<br />
celebrity his<strong>to</strong>ry, it was built by the<br />
Vanderbilts — one of the richest<br />
families in the U.S. — and saved<br />
from demolition by former first lady<br />
Jackie Kennedy Onassis. Alfred<br />
Hitchcock filmed a key scene here<br />
for North by Northwest with Cary<br />
Grant in 1959. But it also moves<br />
with the times. There’s a Grand<br />
Central app, with real-time travel<br />
upd<strong>at</strong>es, shopping tips, and an event<br />
guide, as well as an inform<strong>at</strong>ive website:<br />
www.grandcentralterminal.com<br />
New Yorkers would immedi<strong>at</strong>ely<br />
know where <strong>to</strong> go if you said, “Let’s<br />
meet under the clock”: <strong>to</strong> the famous<br />
Grand Central Terminal Clock,<br />
valued <strong>at</strong> <strong>be</strong>tween $10 and $20<br />
million.<br />
4 <strong>Business</strong> <strong>Spotlight</strong>
SURVIVAL GUIDE<br />
Subway: Fast, reliable and safe. A seven-day<br />
unlimited ticket costs $30 and can <strong>be</strong> used<br />
on buses, <strong>to</strong>o. www.mta.info/metrocard<br />
Yellow cab: Fares are calcul<strong>at</strong>ed <strong>at</strong> $2.50<br />
plus $0.40 for each one-fifth of a mile (about<br />
a third of a kilometer) traveled.<br />
Limo: Why not book a limo and arrive in style?<br />
A cab from JFK costs $50, but a limo could<br />
cost three times th<strong>at</strong>. http://nyclimousine.com<br />
St<strong>at</strong>en Island Ferry: The free way <strong>to</strong> see the<br />
St<strong>at</strong>ue of Li<strong>be</strong>rty. www.siferry.com<br />
Roosevelt Island Tram: Cable car with a gre<strong>at</strong><br />
view of Manh<strong>at</strong>tan. Fe<strong>at</strong>ured in Spider-Man. www.rioc.com<br />
Helicopter: For the ultim<strong>at</strong>e experience — and view —<br />
there’s no <strong>to</strong>pping a helicopter ride. www.heliny.com<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
Best views on a small<br />
budget: by cable car<br />
DON’T MISS! The Grand Central Oyster<br />
Bar & Restaurant, possibly Manh<strong>at</strong>tan’s<br />
most memorable spot for a<br />
romantic aphrodisiac. But <strong>be</strong> careful<br />
wh<strong>at</strong> you say when you’re there. The<br />
strange acoustics mean th<strong>at</strong> even a<br />
whisper in your lover’s ear will <strong>be</strong><br />
heard by diners <strong>at</strong> the other side of<br />
the room. Choose from up <strong>to</strong> 30 varieties<br />
of oysters. Don’t forget <strong>to</strong> tip<br />
<strong>at</strong> least 15 <strong>to</strong> 20 percent — wherever<br />
you dine. The waiters need the<br />
extra money, and you look bad if you<br />
don’t tip properly.<br />
NUMBERS<br />
Every day, more than five times as many people pass through<br />
Grand Central (750,000) as through JFK Intern<strong>at</strong>ional Airport — and<br />
have a more enjoyable experience. Over 10,000 come in just for lunch.<br />
cable car<br />
celebrity [sE(lebrEti]<br />
demolition [)demE(lIS&n]<br />
memorable [(memErEb&l]<br />
tip<br />
upscale US<br />
Gondelbahn<br />
<strong>be</strong>rühmte Persönlichkeit<br />
Abriss<br />
unvergesslich<br />
Trinkgeld ge<strong>be</strong>n<br />
der geho<strong>be</strong>nen Preisklasse<br />
<strong>Business</strong> <strong>Spotlight</strong> 5
REAL ESTATE: BROOKLYN BRIDGE<br />
On the East River: a bridge with a view<br />
Manh<strong>at</strong>tan is famous for its skyline and its expensive real est<strong>at</strong>e. You<br />
can get an excellent view of both from the Brooklyn Bridge.<br />
When it opened in 1883, the<br />
Brooklyn Bridge was “the new<br />
eighth wonder of the world.” Its use<br />
of steel <strong>to</strong> span the East River was a<br />
key technological breakthrough, and<br />
it was once the longest suspension<br />
bridge in the world. And yet Germanborn<br />
engineer John A. Roebling had<br />
designed the bridge <strong>to</strong> solve a mundane<br />
problem: a cold winter had<br />
halted the bo<strong>at</strong> service from Brooklyn<br />
<strong>to</strong> Manh<strong>at</strong>tan. Large num<strong>be</strong>rs of<br />
people couldn’t get <strong>to</strong> <strong>work</strong>.<br />
The bridge <strong>to</strong>ok 16 years <strong>to</strong> build.<br />
When it was finished, the governor of<br />
New York, the U.S. president and a<br />
host of other luminaries arrived in<br />
the city <strong>to</strong> celebr<strong>at</strong>e the event. But<br />
not everyone liked it. Author Henry<br />
James, for example, called it a “mechanical<br />
monster.”<br />
Today, the Brooklyn Bridge is a<br />
world-famous symbol of New York.<br />
Walk or bike across it and enjoy a<br />
fine view of Lower Manh<strong>at</strong>tan, where<br />
skyscrapers shoot up in<strong>to</strong> the clouds.<br />
Why build so tall? It’s simple: supply<br />
and demand. The island of Manh<strong>at</strong>tan<br />
is small and everyone wants a<br />
piece of it. The famous Chrysler<br />
6 <strong>Business</strong> <strong>Spotlight</strong>
YOUR CASTLE?<br />
Buying a suite <strong>at</strong><br />
the his<strong>to</strong>ric hotel<br />
The Plaza costs <strong>at</strong><br />
least $1.5 million<br />
for 50 square meters.<br />
The address,<br />
Nice place, if you can afford it<br />
Fifth Avenue <strong>at</strong> Central Park South, couldn’t <strong>be</strong> more<br />
exclusive. Gre<strong>at</strong> G<strong>at</strong>sby author F. Scott Fitzgerald<br />
and his wife Zelda partied <strong>at</strong> the hotel in the 1920s.<br />
To take a <strong>to</strong>ur with his<strong>to</strong>rian Francis Morrone, call<br />
The Plaza Boutique <strong>at</strong> (001) 212 546-5454.<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
Building (1930) and the Empire<br />
St<strong>at</strong>e Building (1931) went up for<br />
this reason. Both <strong>to</strong>wers were the result<br />
of specul<strong>at</strong>ive real-est<strong>at</strong>e projects<br />
planned in the Roaring Twenties.<br />
Close <strong>to</strong> the Brooklyn Bridge is a<br />
much newer skyscraper, 8 Spruce<br />
Street. You can rent a one-<strong>be</strong>droom<br />
place for $5,000 a month. It’s a “designer”<br />
building by architect Frank<br />
Gehry — and the views can’t <strong>be</strong> <strong>be</strong><strong>at</strong>.<br />
LANGUAGE POINT<br />
■ “Loc<strong>at</strong>ion, loc<strong>at</strong>ion, loc<strong>at</strong>ion”<br />
This expression means th<strong>at</strong> loc<strong>at</strong>ion<br />
is all-important for understanding<br />
property values.<br />
During the real-est<strong>at</strong>e crisis of<br />
2007–12, however, even New<br />
York properties lost in value.<br />
But don’t celebr<strong>at</strong>e <strong>to</strong>o soon:<br />
real est<strong>at</strong>e in the <strong>be</strong>st parts of<br />
Manh<strong>at</strong>tan still commands up <strong>to</strong><br />
$24,000 per square meter.<br />
command (a price)<br />
host [hoUst]<br />
luminary [(lumEneri]<br />
property<br />
real est<strong>at</strong>e [)ri:&l I(steIt] US<br />
span sth.<br />
supply and demand<br />
suspension bridge<br />
(einen Preis) fordern<br />
Menge<br />
<strong>be</strong>rühmte Persönlichkeit<br />
Immobilien(<strong>be</strong>sitz)<br />
Immobilien<br />
etw. ü<strong>be</strong>rbrücken, -spannen<br />
Angebot und Nachfrage<br />
Hängebrücke<br />
<strong>Business</strong> <strong>Spotlight</strong> 7
FINANCE: WALL STREET<br />
Financial<br />
center:<br />
Wall Street<br />
The U.S. is still the world’s leading financial and economic power. And<br />
th<strong>at</strong> power can <strong>be</strong> summed up in just two words: Wall Street.<br />
Alamy/Mauritius<br />
Wall Street is a rel<strong>at</strong>ively ordinarylooking<br />
street th<strong>at</strong> runs across<br />
the southeastern half of Lower Manh<strong>at</strong>tan.<br />
But its significance could<br />
hardly <strong>be</strong> gre<strong>at</strong>er for the U.S. and<br />
world economies. This is the heart of<br />
the American financial district and<br />
financial system, even if many companies<br />
have moved out of the area<br />
— <strong>to</strong> the World Trade Center area, <strong>to</strong><br />
Mid<strong>to</strong>wn or out of Manh<strong>at</strong>tan al<strong>to</strong>gether<br />
<strong>to</strong> New Jersey.<br />
Trading has taken place in this<br />
area for more than 300 years — of<br />
goods, shares, bonds, and, originally,<br />
slaves. The heart of Wall Street is<br />
the New York S<strong>to</strong>ck Exchange<br />
(NYSE), <strong>at</strong> 11 Wall Street. Also<br />
known as the “Big Board,” this is<br />
the largest s<strong>to</strong>ck market in the world,<br />
as measured by market capitaliz<strong>at</strong>ion.<br />
Hundreds of billions of dollars<br />
are traded here each day. The second-largest<br />
exchange is also in the<br />
Wall Street area: the NASDAQ. This<br />
originally s<strong>to</strong>od for “N<strong>at</strong>ional Associ<strong>at</strong>ion<br />
of Securities Dealers Au<strong>to</strong>m<strong>at</strong>ed<br />
Quot<strong>at</strong>ions,” and was the<br />
world’s first electronic s<strong>to</strong>ck market<br />
when it opened in 1971.<br />
8 <strong>Business</strong> <strong>Spotlight</strong>
LANGUAGE POINT<br />
Wall Street and<br />
Main Street<br />
These terms contrast<br />
two aspects of the U.S.<br />
economy: Wall Street is<br />
used <strong>to</strong> refer <strong>to</strong> big<br />
business and finance<br />
(“corpor<strong>at</strong>e America”).<br />
Main Street refers <strong>to</strong><br />
the country’s smaller,<br />
often family-run firms.<br />
DON’T MISS! Take a guided <strong>to</strong>ur of<br />
the area with Wall Street insiders<br />
who <strong>work</strong>ed there and can <strong>be</strong> seen in<br />
the film Wall Street: Money Never<br />
Sleeps (see “Read and w<strong>at</strong>ch”).<br />
www.thewallstreetexperience.com<br />
READ AND WATCH<br />
n The Gre<strong>at</strong> Crash: John<br />
Kenneth Galbraith’s account<br />
of the Wall Street<br />
Crash of Oc<strong>to</strong><strong>be</strong>r 1929.<br />
n In 1987, there was another<br />
crash — and Oliver<br />
S<strong>to</strong>ne’s film Wall Street,<br />
with Michael Douglas as<br />
the unscrupulous dealer<br />
Gordon Gekko; 2010 saw<br />
the sequel, Wall Street:<br />
Money Never Sleeps.<br />
n 1987 also saw the public<strong>at</strong>ion<br />
of The Bonfire of the Vanities,<br />
Tom Wolfe’s novel about ambition<br />
and greed in 1980s New<br />
York. One of the main characters<br />
is a Wall Street bond dealer.<br />
DID YOU KNOW?<br />
Wall Street was the scene of a deadly bomb <strong>at</strong>tack in 1920 <strong>at</strong> a time<br />
of anti-capitalist unrest following World War I. The <strong>at</strong>tack killed 38<br />
people and seriously injured 143. The perpetr<strong>at</strong>ors were never found<br />
but were thought <strong>to</strong> <strong>be</strong> Italian anarchists.<br />
corpor<strong>at</strong>e [kO:rpErEt]<br />
greed<br />
market capitaliz<strong>at</strong>ion<br />
perpetr<strong>at</strong>or [(p§:pEtreIt&r]<br />
quot<strong>at</strong>ion<br />
security [sI(kjUrEti]<br />
s<strong>to</strong>ck exchange<br />
unrest<br />
Unternehmens-; hier: der (Groß-)Konzerne<br />
Gier<br />
Markt-, Börsenkapitalisierung<br />
Täter(in)<br />
Notierung<br />
Wertpapier<br />
Aktienbörse<br />
Unruhe(n)<br />
<strong>Business</strong> <strong>Spotlight</strong> 9
RETAIL: FIFTH AVENUE<br />
Saks appeal:<br />
Saks Fifth Avenue<br />
New York has always <strong>be</strong>en a fashion and shopping mecca, and Fifth<br />
Avenue is the showplace for the most exclusive names.<br />
Franz Marc Frei<br />
Fifth Avenue stretches over 11<br />
miles from Washing<strong>to</strong>n Square in<br />
the south <strong>to</strong> Harlem River in the<br />
north. But the section in Mid<strong>to</strong>wn<br />
Manh<strong>at</strong>tan, <strong>be</strong>tween 49th and 60th<br />
Streets, is particularly famous for its<br />
designer shops.<br />
In the early 20th century, Fifth<br />
Avenue developed in<strong>to</strong> an exclusive<br />
shopping area with grand department<br />
s<strong>to</strong>res such as Bergdorf Goodman<br />
and Saks Fifth Avenue, whose<br />
Christmas windows still <strong>at</strong>tract gre<strong>at</strong><br />
crowds <strong>to</strong>day. A visit <strong>to</strong> Tiffany & Co.<br />
is a must for film lovers. As you stroll<br />
along, you’ll <strong>be</strong> reminded of Audrey<br />
Hepburn in the 1961 romantic comedy<br />
Breakfast <strong>at</strong> Tiffany’s.<br />
Nearby, on 59th Street, go <strong>to</strong> elegant<br />
Bloomingdale’s, also known as<br />
“Bloomies.” On Herald Square, near<br />
the Empire St<strong>at</strong>e Building, you’ll<br />
find Macy’s, which claims <strong>to</strong> <strong>be</strong> the<br />
“largest department s<strong>to</strong>re in the<br />
world.” There are ten floors with a<br />
staggering range of products. At<br />
Easter, the whole ground floor is<br />
covered in flower arrangements, celebr<strong>at</strong>ing<br />
the arrival of spring.<br />
http://social.macys.com/flowershow<br />
10 <strong>Business</strong> <strong>Spotlight</strong>
DRINK AND SHOP<br />
The l<strong>at</strong>est trend is <strong>to</strong> shop and<br />
drink, or shop and have a spa tre<strong>at</strong>ment.<br />
The Dressing Room Boutique<br />
and Bar (75 Orchard Street)<br />
is a two-floor clothing emporium<br />
where you can shop for local designers<br />
and then enjoy a <strong>be</strong>er or<br />
cocktail <strong>at</strong> the oak bar. Open until 2 a.m. on weekends. Or go<br />
<strong>to</strong> Martier (1014 Second Ave.), a boutique and café th<strong>at</strong> also<br />
offers spa tre<strong>at</strong>ments, manicures, and pedicures.<br />
Pampered shopper:<br />
fashion and wellness<br />
Luxury retail and advertising go<br />
hand in hand. Parallel <strong>to</strong> Fifth Avenue<br />
runs Madison Avenue, where<br />
the advertising industry established<br />
itself in the 1920s. Some big names,<br />
like Young & Rubicam, are still on<br />
Madison Avenue. Others have moved<br />
elsewhere, but the name Madison<br />
Avenue is still synonymous with the<br />
industry. W<strong>at</strong>ch the TV drama Mad<br />
Men for an insight in<strong>to</strong> the advertising<br />
business in the 1960s. The<br />
Devil Wears Prada, which was filmed<br />
in and around Fifth Avenue, looks <strong>at</strong><br />
the fashion and media industry.<br />
DON’T MISS! For fashion bargains, try<br />
Century 21, brimming with goods,<br />
all <strong>at</strong> 65 percent off. New s<strong>to</strong>cks arrive<br />
daily. The largest branch is near<br />
Ground Zero. www.c21s<strong>to</strong>res.com<br />
FASHION IN NUMBERS<br />
■ 900 fashion companies<br />
■ 200,000 people <strong>at</strong>tend<br />
the 500 events during the<br />
New York Fashion Weeks in<br />
February and Septem<strong>be</strong>r.<br />
■ $15 billion annual sales<br />
Tiffany & Co.<br />
bargain [(bA:rgIn]<br />
brim with sth.<br />
department s<strong>to</strong>re<br />
retail [(ri:teI&l]<br />
spa [spA:]<br />
staggering [(stÄg&rIN]<br />
s<strong>to</strong>ck<br />
stroll along<br />
Tiffany sparkles<br />
Schnäppchen<br />
mit etw. vollges<strong>to</strong>pft sein<br />
Kaufhaus<br />
Einzelhandel<br />
Kurort; hier: Wellness<br />
<strong>at</strong>em<strong>be</strong>rau<strong>be</strong>nd<br />
Lager<strong>be</strong>stand; hier: Lieferung<br />
bummeln, flanieren<br />
<strong>Business</strong> <strong>Spotlight</strong> 11
LEISURE: CENTRAL PARK<br />
Central Park:<br />
oasis in the city<br />
Central Park is a favorite place <strong>to</strong> relax for Manh<strong>at</strong>tan residents. We<br />
<strong>to</strong>ur the popular park and the world-class museums th<strong>at</strong> surround it.<br />
iS<strong>to</strong>ckpho<strong>to</strong><br />
Central Park, Manh<strong>at</strong>tan’s playground,<br />
has lakes and a reservoir,<br />
a bird sanctuary and a zoo, street<br />
performers and musicians, play<br />
and picnic areas, an ice-sk<strong>at</strong>ing rink<br />
and baseball fields, and 58 miles of<br />
p<strong>at</strong>hs for the many cyclists, walkers,<br />
and joggers. Popular summer cultural<br />
events include Shakespeare in<br />
the Park and the SummerStage arts<br />
festival.<br />
DON’T MISS! Straw<strong>be</strong>rry Fields, the<br />
memorial <strong>to</strong> John Lennon, opposite<br />
the Dakota Building, where he lived<br />
and died.<br />
12 <strong>Business</strong> <strong>Spotlight</strong><br />
TIP: The park has an enormous num<strong>be</strong>r<br />
of rules, so read up on them <strong>be</strong>fore<br />
you go <strong>to</strong> avoid nasty surprises.<br />
www.centralpark.com/guide/faq.html<br />
NUMBERS<br />
Size: 843 acres (341 hectares);<br />
2.5 by 0.5 miles; fifth-largest<br />
park in NYC<br />
Annual oper<strong>at</strong>ing budget: $46<br />
million, 85 percent of which<br />
comes from don<strong>at</strong>ions given <strong>to</strong><br />
the Central Park Conservancy<br />
Average num<strong>be</strong>r of visi<strong>to</strong>rs per<br />
year: 40 million
MUSEUMS<br />
A num<strong>be</strong>r of the city’s <strong>be</strong>st museums<br />
are on Central Park. You’ll find<br />
the American N<strong>at</strong>ural His<strong>to</strong>ry Museum<br />
on the west side, and many<br />
more along Fifth Avenue, on the socalled<br />
Museum Mile. Among the<br />
museums there are the Frick Collection,<br />
the Guggenheim, the Whitney<br />
Museum of American Art, the Metro -<br />
politan Museum of Art, the Cooper-<br />
Hewitt, N<strong>at</strong>ional Design Museum,<br />
the Jewish Museum, the Museo del<br />
Barrio, and the Neue Galerie.<br />
Enjoying art <strong>at</strong> the<br />
Metropolitan Museum<br />
Sumanch@wikipedia<br />
TIP: The Museum Mile Festival. In<br />
June, Fifth Avenue is closed <strong>to</strong> traffic<br />
and hosts a street party with an<br />
average of 50,000 visi<strong>to</strong>rs. Admission<br />
<strong>to</strong> the particip<strong>at</strong>ing museums is<br />
free. http://museummilefestival.org<br />
FUNDRAISING AND PHILANTHROPY<br />
In the U.S., institutions don’t expect much funding from the<br />
st<strong>at</strong>e. Instead, they raise money themselves. Fundraising is a<br />
huge business: dinners, concerts, galas, or auctions — anything<br />
goes. The Metropolitan Museum of Art combines culture and philanthropy.<br />
It is the biggest art museum in the U.S., with more<br />
than two million <strong>work</strong>s in its permanent collection. But it is also<br />
num<strong>be</strong>r 87 on For<strong>be</strong>s’s 2012 list of the 100 largest U.S. charities.<br />
In 2011, it had <strong>to</strong>tal revenues of $470 million and spent<br />
$9 million on fundraising and $300 million on charitable ser -<br />
vices. www.metmuseum.org<br />
charity [(tSÄrEti]<br />
don<strong>at</strong>ion<br />
funding<br />
host sth. [hoUst]<br />
leisure [(li:Z&r]<br />
oper<strong>at</strong>ing budget<br />
reservoir [(rez&rvwA:r]<br />
sanctuary [(sÄNktSueri]<br />
Wohltätigkeitsorganis<strong>at</strong>ion<br />
Spende<br />
Finanzierung<br />
etw. <strong>be</strong>her<strong>be</strong>rgen<br />
Freizeit<br />
Betriebsbudget<br />
Stausee<br />
Reserv<strong>at</strong><br />
<strong>Business</strong> <strong>Spotlight</strong> 13
MEDIA: BROADWAY<br />
The<strong>at</strong>er: give my regards<br />
<strong>to</strong> Broadway<br />
New York is “the media capital of the world.” Enjoy a Broadway<br />
musical, get tickets <strong>to</strong> a TV show, or w<strong>at</strong>ch a film <strong>be</strong>ing made.<br />
Mauritius<br />
The Big Apple is the center of mass<br />
media, journalism, and book publishing<br />
in the U.S. Three of the <strong>to</strong>p<br />
four American recording companies<br />
are based here, as are seven of the<br />
eight <strong>to</strong>p global advertising firms.<br />
NYC is also home <strong>to</strong> the secondlargest<br />
film and television industry in<br />
the U.S. According <strong>to</strong> the Mayor’s<br />
Office of Film, The<strong>at</strong>re and Broadcasting,<br />
direct spending by the film<br />
sec<strong>to</strong>r in 2011 was $7.1 billion, up<br />
$2 billion since 2002, and the sec<strong>to</strong>r<br />
employs 130,000 people, an increase<br />
of 30,000 jobs since 2002.<br />
BROADWAY TICKETS<br />
The big shows are often sold out long<br />
in advance. So why not try your luck<br />
like a real New Yorker? Go <strong>to</strong> the thea -<br />
ter when the box office opens and<br />
put your name in the “lottery rush.”<br />
A limited num<strong>be</strong>r of tickets are sold<br />
<strong>at</strong> low prices on the day of the performance.<br />
Print your name on a card<br />
and two hours <strong>be</strong>fore curtain, the<br />
names are drawn. If yours isn’t<br />
picked, go <strong>to</strong> the TKTS booth on<br />
Times Square and see which discounted<br />
tickets are on sale for th<strong>at</strong><br />
day. Cash only, please.<br />
14 <strong>Business</strong> <strong>Spotlight</strong>
AT THE MOVIES<br />
From Woody Allen’s intellectual<br />
hypochondriacs <strong>to</strong> a rumpled Gérard<br />
Depardieu in Green Card, filmmakers,<br />
ac<strong>to</strong>rs, and moviegoers have<br />
long <strong>be</strong>en fascin<strong>at</strong>ed by New York.<br />
While walking around the city, you<br />
can often see films <strong>be</strong>ing made on<br />
loc<strong>at</strong>ion. The Mayor’s Office of Film,<br />
The<strong>at</strong>re and Broadcasting (www.nyc.<br />
gov/film) publishes upd<strong>at</strong>ed lists of<br />
films and TV shows with New York<br />
loc<strong>at</strong>ions. If you want <strong>to</strong> see where<br />
some of your favorite films were<br />
made, check out http://onthese<strong>to</strong>f<br />
newyork.com/<strong>to</strong>p100 nycfilms.html<br />
ON TV<br />
Visit the NBC studios <strong>at</strong> the Rockefeller<br />
Center, 30 Rockefeller Plaza,<br />
one of the largest U.S. television<br />
companies (www.nbcstudio<strong>to</strong>ur.com).<br />
On the ground floor, join the crowds<br />
who g<strong>at</strong>her every morning <strong>to</strong> w<strong>at</strong>ch<br />
the Today show live through the large<br />
windows. You can get tickets <strong>to</strong> other<br />
shows, like S<strong>at</strong>urday Night Live<br />
or L<strong>at</strong>e Show with David Letterman<br />
<strong>at</strong> www.nycgo.com/articles/tv-showtapings<br />
For convenient, moder<strong>at</strong>ely<br />
priced accommod<strong>at</strong>ions, stay <strong>at</strong> the<br />
Radio City Apartments near Times<br />
Square: www.radiocityapts.com<br />
SUCCESS ON STAGE AND SCREEN<br />
The award-winning musical <strong>How</strong> <strong>to</strong> Succeed in <strong>Business</strong><br />
without Really Trying (Wie man Erfolg h<strong>at</strong>, ohne<br />
sich <strong>be</strong>sonders anzustrengen) had its Broadway premiere<br />
in 1961 and was filmed in 1967. Written by<br />
Willie Gil<strong>be</strong>rt, A<strong>be</strong> Burrows, and Jack Weins<strong>to</strong>ck, it<br />
tells the s<strong>to</strong>ry of a young window washer who <strong>be</strong>comes<br />
chairman of the board of the World Wide Wicket<br />
Company. In 2011, Harry Potter star Daniel Radcliffe sang<br />
and danced his way through the title role of J. Pierrepont Finch<br />
on Broadway. The 1967 film version is available on DVD.<br />
<strong>be</strong>fore curtain [bi)fO:r (k§:t&n]<br />
booth<br />
chairman of the board<br />
picked: <strong>be</strong> ~<br />
rumpled [(rVmp&ld]<br />
vor Beginn der Vorstellung<br />
(Karten-)Schalter<br />
Vorstandsvorsitzende(r)<br />
gezogen werden<br />
zerzaust, zerknittert<br />
<strong>Business</strong> <strong>Spotlight</strong> 15
Gut für<br />
den Kopf!<br />
Besser mit Sprachen. Land und Leute<br />
verstehen – und ne<strong>be</strong>n<strong>be</strong>i die Sprache<br />
lernen. Jeden Mon<strong>at</strong> neu.<br />
4<br />
Magazine<br />
zum Preis<br />
von 3!<br />
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