4

4 Great ideas
UNIT
Great ideas B Read this extract from a talk by the head of a Research and Development
Department. Then fill in gaps (1–6) with the correct form of a word
partnership from Exercise A.

Great ideas are generated in different ways. from customer ideas. These products are made to
Sometimes an idea may simply be when a ................. 5, to satisfy consumer demand. Or
OVERVIEW▼ company takes advantage of an opportunity 1
............................................ the product does something similar to another
Vocabulary to ............ ...... 2, to offer more choice to product, but faster, so it saves time. Some people
Verb and noun existing customers. Or a great idea could allow a will buy new products because the product
combinations
Listening
company to .................. 3 which was closed to .................. 6 – gives them a new, more
The Innovation Works it before. upmarket image.
Reading Companies which are prepared to spend a lot on Other people will buy any ‘green’ product which
Three great ideas
R&D may .................. 4 by having an original .................. 7 waste or .................. 8 the
Language review
Past simple and past idea for a product which others later copy, for environment, even if it is more expensive.
continuous example Sony and the Walkman.
If an idea is really good and the product
Skills
Successful meetings On the other hand, some products are developed .................. 9 a gap in the market, it may even
Case study in response to customer research. They come .................. 10 an award for innovation.
Fabtek

C 4.1 Now listen and check your answers to Exercise B. Listen carefully to
the last part, and complete the new word partnerships in gaps 7–10.

Listening A Choose the correct answer for these questions in small groups.
The Innovation 1 ‘Brainstorming’ is:
Works a) a new way of dealing with business correspondence.

Starting up
‘ ’ Eureka!
Archimedes (287–212 BC), Greek mathematician

A Which of the following statements do you agree with? Which do you disagree
with? Why?
b) a technique to help people produce a lot of ideas.
c) a lively discussion among academics.
2 If something happens ‘out of the blue’, it happens:
a) suddenly, when nobody expects it.
b) whenever it is necessary.
1 There are no new ideas.
c) after a lot of preparation and planning.
2 Most of the best ideas are discovered by accident.
3 eBay is:
3 Research and development is the key to great business ideas.
a) a website through which business people can network.
4 There is nothing wrong with copying and improving the ideas of others.
b) a famous travel agency’s website that specialises in adventure holidays.
5 The best way to kill an idea is to take it to a meeting.
c) a website where people buy and sell goods worldwide.
B What should companies do to encourage new ideas? B 4.2 Kate Pitts is Head of the Innovation Works at Reading University.
Listen to the first part of the interview, and decide whether these statements
Vocabulary A Match the word partnerships (1–6) with their explanations (a–f ). are true (T) or false (F).
Verb and noun 1 to take advantage of an opportunity a) to offer a larger variety of goods 1 The Innovation Works was set up to help the university interact with
combinations students more effectively.
2 to raise somebody’s status b) to do or provide something that
is necessary 2 Business people can use the Innovation Works for problem-solving and
team-building.
3 to enter a market c) to do something when you get
the chance to do it 3 They use special wallpaper that people can draw and paint on.
4 to extend a product range d) to make an important discovery 4 Not all people have a chance to speak during their brainstorming sessions.
or change 5 They encourage people to look at problems from different points of view.
5 to meet a need e) to start selling goods or services ▲ Kate Pitts
in a new area C 4.3 Listen to the second part and answer these questions.
6 to make a breakthrough f ) to make somebody look or feel 1 What is the main difference between the two types of innovation Kate Pitts
more important mentions?
2 What are two reasons why she thinks eBay is particularly effective?
34 35
4 Great ideas 4 Great ideas

Reading A Discuss these questions. Article 2

Three great ideas 1 What examples of great business ideas do you know?
2 What makes a business idea a really great idea? Brainstorm as many points
as you can. For example
PepsiCo’s sweet taste of success
........................................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

It results in an increase in sales and profit. by Anita Jain

I f all goes to plan, Florida’s with those of the Punjab.
sweetest and juiciest For PepsiCo and other
B Work in groups of three. Make quick notes in answer to the questions below oranges will soon grow in Western food companies
about your article. Punjab. 25 this kind of initiative is the
5 Farmers in the north- key to long-term competi-
Student A: Read article 1. ern Indian state grow tiveness in one of the
Student B: Read article 2. mostly wheat and rice. world’s fastest-growing
However, four decades of consumer markets.
Student C: Read article 3. intense cultivation have 30 ‘The government wants
10 led to a sharp drop in the diversification, the farmers
underground water level want higher income, and
1 What industry sector is the article about? and made the soil poorer. the company wants local
Because of this, the availability of citrus,’ said
2 What is the great idea? farmers joined with the 35 PepsiCo India’s executive
3 What makes the idea unusual? 15 state government and director of exports.
PepsiCo of the USA to A quarter of Punjab
4 What problem does this idea solve? experiment with planting State’s agricultural rev-
different varieties of citrus enues could come from cit-
5 What are the benefits of this idea? fruit from Florida and rus by 2015, local officials
40
20 California, whose soil and estimate.
Student A Student B Student C weather are comparable

Penske-Wynn PepsiCo Million Dollar Homepage

1 car
. . . . .dealership
. . . . . . . . . . . .. . . . . . 1 food and beverages
. . . . . .................. 1 Internet advertising
.......................
2 . . . . . . . . . . . . . . . . .. . . . . . 2 . . . . . .................. 2 .......................
Article 3
3 . . . . . . . . . . . . . . . . .. . . . . . 3 . . . . . .................. 3 .......................
4 . . . . . . . . . . . . . . . . .. . . . . . 4 . . . . . .................. 4 .......................
5 . . . . . . . . . . . . . . . . .. . . . . . 5 . . . . . .................. 5 ....................... Million Dollar Homepage
........................................ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

by Kate Mackenzie
C Ask your partners the five questions in Exercise B and make notes as you Twenty-one-year-old Alex 20 of months of intense media
listen. Tew was looking for ways coverage, he had sold about
to raise money for his uni- $400,000 worth of pixels.
Article 1 versity studies. In August Because of its high traf-
5 2005, he had what he called fic and low prices, his site
‘the perfect idea’: ‘simple, 25 was in great demand
catchy and cheap’. He among companies that
Ferrari attraction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . .....................................................................................................................................................................................
opened a one-page website,
divided it into a million pix-
needed advertising space,
including The Times news-
10 els (or dots), and sold the paper and Yahoo. In late
by Bernard Simon
space as advertising. He 30 January 2006, the last pix-
The Penske-Wynn car deal- 20 the dealership could bring sold his pixels for one dollar els were sold, and Tew
ership in Las Vegas had a in close to $100,000 a month each, the minimum pur- became a millionaire.
problem when it opened. in admission fees – as well chase being 100 pixels. Tew knows that this
About 1,500 people a day as selling 20–30 cars a 15 Tew spent the money idea will only work once,
5 were trooping in to admire month, of which a little generated by the first 35 but he says he has learnt a
the Ferrari and Maserati 25 more than half are used sale on promoting his web- lot about business, and he
sports cars parked on the models. Prices for the cars site, the ‘Million Dollar is already working on his
showroom floor. Staff range from $170,045 for a Homepage’. After a couple next venture.
spent as much time on Ferrari F430 coupe to
10 crowd control as selling $254,150 for a 612 Scaglietti.
cars. 30 An analyst observed
The dealership began that it was interesting that
charging a $10 entrance fee people were paying to enter
to anyone not intending to a car showroom, while D Discuss these questions in pairs.
15 buy a car or not bringing General Motors almost had
one in for service. 35 to pay people to come to its 1 Would you pay to visit a car showroom, or any other showroom? Why (not)?
With about one-fifth of dealerships. 2 What projects are your government and global companies working on
the daily visitors claiming
to be prospective buyers, together?
3 What are the possible advantages and disadvantages of governments and
global companies working together on projects?
4 Why do you think Alex Tew’s idea received some criticism?
36 37
4 Great ideas 4 Great ideas

Language review C 4.4 Listen again. Tick the expressions which Inge, the chairperson, uses.
Study these examples.
Past simple and a) Our company was selling products online long before all its competitors. 1 Can we start, please? ✓
past continuous (past continuous) 2 The purpose of this meeting is to decide the date of the launch.
b) We were trying to produce a new design when suddenly we had a great idea. 3 Katharina, what do you think?
(past continuous) (past simple)
c) Last year, we spent a lot on advertising and so attracted lots of new customers. 4 OK, let’s hear a few more views.
(past simple) (past simple) 5 Nadia, how do you feel about this?
Now read through these rules. 6 You’re right, Katharina. Let’s get back to the point.
• We use the past continuous to talk about something that was going on 7 OK everyone, I think on balance we agree …
around a particular time in the past, as in example a).
• We often use the past continuous to describe an action which was 8 I want us to talk about sales outlets now.
already in progress when something else happened, as in example b).
• We use the past simple to talk about actions or events that we see as D 4.4 Listen to the meeting again and complete these extracts.
completed, as in example c). page 121 Katharina favour 1 of February or March. There’s a gap in the
I’m in ..................
market for our products. Why wait any longer?
A Read the first part of the Max Factor story and complete it with the correct Inge ... Kenneth, what’s your opinion?
form of the verbs in brackets. Kenneth Mmm, I .................. .................. 2 about February. It’s a bit
In many parts of the world, Max Factor has become a famous brand of early in the year. I .................. 3 we .................. 4 in May or
cosmetics. Yet few people know that Max Factor, who was born in Poland in June. People go on holiday then.
1877, is also the name of the inventor of those cosmetics. Apparently, it was Nadia ... The price should be high. I’d say, at least £50.
while Max . . . . . . . . . . . . . . . . .. 1 (worked / was working) as an apprentice to a Katharina .................. .................. 5 a minute. I thought we were
pharmacist, mixing all kinds of potions, that he .................. 2 (developed / talking about the launch date, not about promotion or price.
was developing) an interest in cosmetics. Inge … Which outlets do you think we should target?
He . . . . . . . . . . . . . . . . .. 3 (lived / was living) in Moscow when he .................. 4 Julia .................. .................. 6 we should start with the
(opened / was opening) his own shop, selling a range of handmade cosmetics. specialist stores. That’s where most swimmers buy their goggles.
Inge What .................. .................. .................. 7 by
B Now complete the second part of the story with either the past simple or the specialist stores, Julia?
past continuous of the verbs given.
The story goes that one day, some members of the Russian nobility Useful language
. . . . . . . . . . . . . . . . .. 1 (notice) the beautiful make-up worn by some travelling CHAIRPERSON
theatre actors who . . . . . . . . . . . . . . . ... 2 (perform) for them. So they
. . . . . . . . . . . . . . . . .. 3 (appoint) Max Factor the cosmetic expert for the royal family. Beginning the meeting Asking for comments Clarifying
Can we start please? What do you think? What do you mean by …?
In 1904, Factor . . . . . . . . . . . . . . . . .. 4 (emigrate) to the USA. He .................. 5 Right, let’s begin. How do you feel about this? Sorry, I don’t quite
(create) a new kind of make-up for cinema actors in Los Angeles, where he understand.
Stating the aim
. . . . . . . . . . . . . . . . .. 6 (live). By the time he .................. 7 (introduce) his The main aim of the
Changing the subject
products to the public, all major actresses .................. 8 (visit) his salon. meeting is to …
Let’s move on now to … Summarising
The next item on the OK, let’s summarise.
The purpose of this
agenda is … Right, let’s recap …
meeting is to …
Skills A Which of the following do you agree with? Why?
Successful 1 The best number for a meeting is six people or fewer. PARTICIPANTS
meetings 2 Never have food or drink during a meeting. Giving opinions Agreeing Interrupting
3 Always start and finish a meeting on time. I think … I think you’re right. Hold on (a moment).
I’m in favour of … I (totally) agree. Can I say something?
4 You should sit round a table when you have a meeting.
5 A meeting must always have a leader. Making suggestions Disagreeing
6 At a formal meeting each person should speak in turn. Perhaps we should … I don’t know about that.
We could … (I’m afraid) I don’t agree.
B 4.4 Freestyle is a sports equipment company. It has developed a new
product, a pair of swimming goggles which adapt to each person’s face and
eyesight. The Marketing Department held a meeting to discuss the launch of E Role-play. Work in groups of up to five people. Role cards are on pages 137,
the product. Listen to the meeting. Then answer these questions. 140, 141, 143 and 144.
1 What are the two aims of the meeting? Freestyle has developed a new tennis racket called Worldbeater. It is light but
gives players increased power and control. It will be launched in the US. The
2 Why does Katharina want to launch the goggles early in the year?
Marketing Department holds a meeting to discuss a strategy.
3 Which months for the launch do the participants discuss?
Read your role card. Then hold the meeting. At the end, the chairperson
4 Which types of shops does Julia want to target? should summarise your decisions.
38 39
 4 Fabtek
An opportunity for
4 Great ideas

Gadget Plc m.weber@fabtek.de

Recently, Fabtek contacted Gadget
Plc, a company with over 2,000
products and a worldwide network
CASE STUDY
of sales offices. Gadget has
designed and developed many best-
selling electronic, household and
automobile products. Fabtek has
asked Gadget to come up with new
ideas for using Protean. Here is an
extract from an e-mail which
Fabtek’s Chief Executive sent to
Gadget’s Development Manager.
p.anderson@gadgetplc.com
Protean Development
We are looking for partners to manufacture products using
Protean. We want to work with firms that are creative and which
can design exciting, innovative products.
We invite you to send us three concepts for new products in
the following form:
1 A description of the product
2 Its selling points
3 Ways in which the product is really new
4 Its target consumers and main buyers
5 Price which will attract the most buyers
6 Places where you can sell it
7 An advertising and promotion plan

Introduction
Fabtek is a small company based in Here are three of Azra’s award-winning
Hamburg. It has produced a revolutionary products.
type of fabric called Protean.
1 ‘Dazzle’ – A range of shoes for young women
Selling points:
4.5 Listen to an excerpt from a • Light and comfortable – Task
company presentation and complete the adapt to the shape of
fact sheet about Protean. Use up to three a person’s foot Work in small groups. You are a member of
words each time. • Their colour Gadget’s Product Development Department.
can be changed 1 Hold a meeting to propose ideas for exciting
at any time new products which use Protean. Use the
PROTE AN FACT SHEET
• Shiny, smart and very durable points in the e-mail as a guide. Discuss the
P ROT E A N’S M AI N F E ATU R E S advantages and disadvantages of each
• Ideal for dancing
1 Made from fibres . . . . . . . . . . . . . . . . .. 1 proposal.
nylon and polyester; can be made 2 Choose the three products which you will
2 Protean steering wheel
very thick, or so thin that it can let propose to Fabtek in order to get a licensing
Selling points:
some . . . . . . . . . . . . . . . . .. 2 through. agreement.
• Better grip for drivers
2 It is very soft to the touch, and also • Safer than all other
. . .. . . . . . . . . . . . . .. 3. steering wheels
• Very pleasant to the
Writing GADGET Plc
3 Can be made in any . . . . . . . . . . . . . . . . .. 4. You are a member of Gadget Plc’s Product
touch
• Low production costs Development Department. The Chief New Product Development Team
FA BT E K ’S F UTU R E P L A N S
Executive of Fabtek has asked you to write
• Fabtek believes that Protean has great a short report on one of the products you REPORT
. . .. . . . . . . . . . . . . .. 5. 3 Protean watch straps have chosen. Outline the product’s key
Selling points: features and say why it presents a Introduction
• Wants to increase sales by
• Waterproof and easy to clean commercial opportunity. This report lists the key features of an
. . . . . . . . . . . . . . . . .. 6 other manufacturers
to produce new products with Protean. • Anyone can wear exciting new product made from Protean.
Writing file page 135
them – non-allergic It also looks at its key selling points and
• Already has a licensing agreement • More beautiful than examines its commercial potential.
with Azra, a . . . . . . . . . . . . . . . . .. 7 which other straps …
has created some . . . . . . . . . . . . . . . . .. 8 • Light up in the dark
using Protean.

40 41