新编研究生综合英语教程UNIT7(潘海英).ppt

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,#,新编研究生综合英语教程,Advanced English for Graduate Students:General Skills&Academic Literacy,1,Unit SevenManagement,2,Text A,Leadership Strategy:Jack Welch or Napoleon Bonaparte?,3,Strategy is about detailed planning:a battle of wits between the leader/manager and whatever forces he or she is,pitted against,.Even relatively simple,business initiatives,require strategic thinking-the need to act in a way that moves you closer to the final goal,rather than in a way that merely solves the immediate problem.Leadership is the art and science of getting things done through people.A great leader decides the direction of efforts and the life or death of a company or a nation.Through the analysis of strategies employed by Jack Welch,Overview,4,the first CEO of the world and Napoleon Bonaparte,one of the greatest strategic thinkers of history,the author shows us the significant role strategy plays in businesses and battles and stresses the fact that if the grand strategy is right,then potential victory is still,in the detail,but without brilliant conception and flawless planning,the minor strategies that you employ in pursuit of the overall goal will fail.,5,Background Information,Pre-reading Questions,Text A Leadership Strategy:Jack Welch or Napoleon Bonaparte?,Vocabulary,Exercises,Text A Leadership Strategy:Jack Welch or Napoleon Bonaparte?,Contents,6,1.Information about the author,2.Information about Jack Welch,3.Information about Napoleon Bonaparte,Background Information,7,Text Explanation&Translation,Organization of the Text,Text A Leadership Strategy:Jack Welch or Napoleon Bonaparte?,8,l.Comprehension,II Word Study,III Cloze,V Writing,Exercises,IV Translation,9,Jonathan Gifford is a lecturer of European Communications School,author of Marshall Cavendish Business.,Background,1.Information about the author,10,:,.,Background,2.Information about Jack Welch(1935-),American business executive,author and chemical engineer.He was chairman and CEO of General Electric between 1981 and 2001.During his tenure at GE,the companys value rose by 4000%.In 2006,Welchs net worth was estimated at$720 million.When he retired,from GE he took a severance payment of$417 million,the largest such payment in history.,11,:,.,Background,3.Information about Napoleon Bonaparte(1769-1821),Napoleon Bonaparte was a French military and,political leader who rose to prominence during the latter stages of the French Revolution and its associated wars in Europe.As Napoleon I,he was Emperor of France from 1804 to 1814.he implemented a wide array of liberal reforms across Europe,including the abolition of feudalism and the spread of religious toleration.His legal code in France,the Napoleonic Code,influenced numerous civil law jurisdictions worldwide.,12,:,.,Background,3.Information about Napoleon Bonaparte(1769-1821),Napoleon is remembered for his role in leading France against a series of coalitions in the Napoleonic Wars.He won the majority of his battles and seized control of most of continental Europe in a quest for personal power and to spread the ideals of the French Revolution.Widely regarded as one of the greatest commanders in history,his campaigns are studied at military academies worldwide.He remains one of the most studied political and military leaders in all of history.,13,Q1:How do you understand management and strategy?,Q2:What great leaders can you think of in the fields of business,politics,the military,etc.?And what characteristics or personal qualities make a good leader?,Q3:Do you think there are any common characteristics between businesses and battles?,Q4,:,Can you cite any examples of strategy used in practice?,Pre-reading Questions,14,:,.,Management,Management is the utilization of human,physical,and financial resources to achieve organizational goals.,According to the management guru,Peter Drucker,(1909-2005),the basictaskof management includes both marketingandinnovation.,Practiceof modern management originates from the 16th century studyof low-efficiency andfailuresof certain enterprises,conducted by the English statesman,Sir Thomas More,(1478-1535).,Management consists of the interlockingfunctionsof creatingcorporate policyandorganizing,planning,controlling,anddirectingan organizations resourcesin order to achieve the objectives of that policy.,The major branches of management are,financial management,marketing management,human resource management,strategic management,production management,operations management,service management,and,information technology management,.,15,Managers are the people who conduct these processes.Management focuses on the results of teamwork,rather than,individual efforts.It is the job of the manager to coordinate the work of others and is held accountable for their work.The five main jobs of managers are planning,organizing and staffing,leading and motivating,the organization,coordination through communication of objectives and plans,and assessing and measuring the work of employees.Effective managers should rely on four types of skills:,conceptual skills,interpersonal skills,technical skills,and,decision-making skills,.,Part2_TA1_s,16,The most important qualities for being a successful manager,Conceptual skills:ability to understand the relationship among various tasks of an organization,Interpersonal skills:ability to communicate with customers and employees,to motivate and influence the actions and productivity of the employees,Technical skills:ability used to perform specific day-to-day tasks,Decision-making skills:ability for using existing information to determine how an organizations resources should be allocated,17,:,.,Strategy,Modern business strategy emerged as a field of study and practice in the 1960s.,Alfred Chandler,wrote in 1962 that:Strategy is the determination of the basic long-term goals of an enterprise,and the adoption of courses of action and the allocation of resources necessary for carrying out these goals.”,Michael Porter,defined strategy in 1980 as the“.broad formula for how a business is going to compete,what its goals should be,and what policies will be needed to carry out those goals”and the“bination of the,ends,(goals)for which the firm is striving and the,means,(policies)by which it is seeking to get there.,”,18,In business,strategy is the path by which you create sustainable competitive advantage over your competitors.It is long-term and is concerned with the type of decisions that require substantial investment of time,resources and capital;decisions that will have an impact far into the future.,It is important in terms of being able to align the different elements of a business together and make sure that all of the people in the organization clearly understand where the company is going and whats required in order to get there as well as what role they will play in executing the companys overall successful strategy.,In other words,strategy is about:,Where is the business trying to get to in the long-term(direction)?Which markets should a business compete in and what kind of activities are involved in such markets(scope)?,How can the business perform better than the competition in those markets(advantage)?,What resources(skills,assets,finance,relationship,technical competence,and facilities)are required in order to be able compete(resources)?,What external,environmental factors affect the businesses ability to compete(environment)?What are the values and expectations of those who have power in and around the business(stakeholders)?,19,:,.,Strategy,In military theory,strategy is“the utilization during both peace and war,of all of the nations forces,through large scale,long-range planning and development,to ensure security and victory”.,Random House Dictionary,The father of Western modern,strategic study,Carl von Clausewitz,defined military strategy as the employment of battles to gain the end of war.,B.H.Liddell Hart,s definition put less emphasis on battles,defining strategy as“the art of distributing and applying military means to fulfill the ends of policy,“,.,U.S.Naval War College instructor Andrew Wilson defined strategy as the”process by which political purpose is translated into military action.,”,Eastern military philosophy dates back much further,with examples such as the,The Art of War,by,Sun Tzu,dated around 500 B.C.,20,Q2:What great leaders can you think of in the fields of business,politics,the military,etc.?And what characteristics or personal qualities make a good leader?,Open,21,PLANNING,A manager wants to reach some goals.When he wants to succeed he needs a certain plan for the short time but more important for the long term.A plan consisting of investments can be useful for the long term.Maybe these investments will have a negative impact on the profit of the company the first years but will result in a higher profit and a rise in the turnover.,1.Most important qualities of a successful manager:,Part2_TA_Topic-related information1,22,A GOOD TEACHER,A manager needs a good team.The manager knows which goals need to be reached.Communication with your team is important.Teach your employees what their tasks are and their responsibilities and give them a chance to share their ideas to work in the most efficient way.Giving commands in a respectful way is the key to success.,A GOOD LISTENER,Working with a team means that you need to understand the attitudes of your employees.Try to understand their motivations and in case of problems try to find solutions to their problems.A good listener is always someone who has an open mind for suggestions of employees of his team.In case one or more of your,Part2_TA_,Topic-related information,2,23,employees disagree with your decision,it is important that you can listen to them and come to an acceptable compromise.Managers need to treat his or her employees equal regardless of the race,religion,age,sex or any other factor.,DELEGATION,A manager is the leader of a company and is responsible for all the work which will happen in the company.A manager needs to delegate some tasks to his employees but he cant give away the ultimate responsibility.He will build a staff team with different responsibilities and these staff members need to care for the final result of their tasks.Communication is important and when the tasks are done there is the need for conversation and discussion.,From,Part2_TA_,Topic-related information,3,24,Generally,a,battle,is a conceptual component in the hierarchy of,combat,in,warfare,between two or more,armed forces,or,combatants,.A,war,sometimes consists of many battles.Battles generally are well defined in duration,area,and force commitment.,Both are guided by strategy in which resources should be utilized for the ultimate goal in the future.,Q3:Do you think there are any common characteristics between businesses and battles?,25,Coca-Cola originally entered China in 1927,but left in 1949.in 1979,it returned with a shipment of 30,000 cases from Hong Kong.Since 1990 it has been making profits in China and it had a market share of over 50 percent share of the Chinese beverages market in 2002.how did Coke achieve this success in China?,Cokes top managers and industry observers,too,believe that it is the companys winning approach of“Think local,act local”that has enabled it to capture markets outside of the United States.Coke encourages local managers to develop strategies that are best suited for their areas,and regional offices have the freedom to approve local initiatives.From the very beginning,Cokes strategy for re-entry into the Chinese market has been based on localization of the entire Coca-Cola system.,In order to achieve this,Coke had to work closely with Chinese state-owned enterprises and develop strong relationships with the Chinese state-owned enterprises and develop strong relationships with the Chinese government.It brought its technology and equipment to China and built bottling plants,which it then handed owner to the Chinese-government.Even though initially it had to import certain inputs for the production process,Coke eventually sourced them from Chinese companies.This strategy of localization of the Coca-Cola system in China proved to be a success and China grew to be its second largest market in Asia in 2003(in terms of volume).Coke has enjoyed great success in China and in the Asian markets on the whole.According to the 2003 annual report,Cokes Asian operating segments boosted in revenues when growth in its US market was slowing down.,source:,the,you cite any examples of strategy used in practice?,26,1.Several leading modern business leaders seem,surprisingly,to,downplay,the importance of strategy.You can make too much fuss about strategy,they imply-you have a few clear options;just choose one and get on with it.is it really that simple?,Text A Leadership Strategy:Jack Welch or Napoleon Bonaparte?,一些领先的现代企业领导人似乎，奇怪的是，淡化战略的重要性。你可以对策略太过计较，他们暗示,-,你有几个明确的选择，只需选择一个，并应对它就可以了。,难道真的那么简单吗？,Jonathan Gifford,27,2.“Strategy is straightforward-just pick a general direction and,implement,like hell.”,Jack Welch,for example-the chairman and CEO of the USAs General Electric Company;the man who grow the company from a market capitalization of$27 billion to a$140 billion,making GE the largest and most valuable company in the world.he must know a thing or two about strategy.But heres what he says:“In real life,strategy is actually very straightforward.You pick a general direction and you implement like hell.”,2.,“策略很简单,-,只需选择一个大方向，然后拼命地实施。”,例如,-,美国的通用电气公司董事长兼首席执行官杰克,韦尔奇，把市场资本增长从,270,亿美元升到,1400,亿美元，使得,GE,成为世界上的最大和最有价值的公司。他必须对战略略知一二。但这是他说的：,“,在现实生活中，战略其实很直截了当。你选择一个大方向，然后拼命地实现它。,”,28,Or Allan leighton,the man who was recruited by Archie Norman to help rescue the UKs ailing Asda supermarket chain,and went on to build the company into one of Britains most successful retailers.“Strategy is important,”says Leighton,“but it is a compass,not a road map.It tells you in which direction you are heading,but the important bit is how you get there.”,或者阿伦,.,雷特顿，被阿奇诺曼所聘用，以帮助拯救英国疲弱的阿斯达连锁超市，并继续将公司建设成英国最成功的零售商之一的人是这样看待战略的：,“,战略是非常重要的，,”,他说，,“,但它是一个指南针，而不是一个地图。它会告诉你，你正朝着哪个方向前进，但重要的一点是你如何到达那里。,”,29,Or Louis Gerstner,the man who rescued IBM in the 1990s when the struggling mainframe supplier was about to be driven into,extinction,by the new,smaller and more agile personal computer manufacturers.“It is extremely difficult to develop a unique strategy for a company;and if the strategy is truly different,it is probably highly risky.,Execution,really is the critical part of a successful strategy.Getting it done,getting it done right,getting it done better than the next person is far more important than,dreaming up,new visions of the future.”,或者,路易斯,.,格斯特纳，在,1990,年的时候挽救,IBM,，当时这个苦苦挣扎的主机供应商即将被新的，更小的，更灵活的个人电脑制造商所淘汰。他眼中的战略是：,“,对一个公司来说发展一个独一无二的战略是极其困难的；如果战略是真的不同，那么它可能是极其危险的,.,执行确实是一个成功的战略的重要组成部分。做完它，做对它，做得比别人好远比憧憬未来更重要。,“,30,3.So strategy is simple.And having an,ingenious,new strategy is less impo