-
Unit 1:The Empire Strikes back
1.
“
When you want
to create a climate and culture of hyper-growth,
you really need to live and breathe
emerging markets.
”
When you want to create a climate or
culture of a super fast growing
organization, you really need to come
to emerging markets and feel in
person
what it is like living and working
there.
brings
together
all
of
Big
Blue's
operations
outside
North
America and western Europe.
which brings all of IBM's
operations (units) outside North America and
western Europe under its leadership.
America now reports to
Shanghai.
now
under the leadership of Shanghai.
on
the
right
cost,
the
right
skills
and
the
right
business
environment
if the cost is relatively
low, the skills are up to standard, and the
business
environment is
favorable
ntally and
globally
It can pool all
human resources of IBM and allocate them in an
optimal
way among business units across
the world.
IBM relatively painless sell PC
department?
When Lenovo, a Chinese PC company,
acquired the business division
of IBM,
a global giant of the USA, there was no loss of
face or national
disgrace
involved
in
this
because
it
was
considered
nothing
but
an
exchange
of commodities.
labour
markets
in
emerging
markets
are
causing
extremely
high turnover
rates.
the
booming labour markets in emerging markets are
causing fast flow
of talents from one
firm to another.
reckons
that
its
global
reach
gives
it
an
edge
in
recruitment
and retention
over local rivals.
its
global
expansion
helps
it
maintain
a
competitive
advantage
over
local competitors in
terms of the talents it hires and the longer time
it
keeps the talents
to an infrastructure boom that
promises to span everything
due to fast growth in the
infrastructure construction business, which is
estimated to cover every possible
project from...
is still a
striking lack of executives from emerging markets
at the top of developed-country
multinationals
There
are
still
very
few
local
executives
who
can
climb
to
the
top
management of developed-country
multinationals.
11.
the breadth and depth of
management talent
breath=varied and
diversified management talents
depth=experienced and
seasoned management talents
Head of
strategy:
策略发展总监
hyper-growth:
super fast
growth
Emerging
market:
新兴市场
growth markets
：
成长
型市场；增长
型市
line
business
：
An LOB (line-of-
business) is a general term that describes
the products or services
offered by a business or manufacturer.
In some large enterprise cultures,
the
term
line-of-business
(LOB)
is
used
as
a
synonym
for
corporate
division.
cutting-
edge
：
leading-edge;
sophisticated; hi-tech
Comm
oditised
：
converted into a
commodity
Outsou
rcing
：
外包
The
contracting or subcontracting of noncore
activities
to
free
up
cash,
personnel,
time,
and
facilities
for
activities
in
which
a
company
holds competitive advantage. Companies having
strengths in
Big
blue
：
nickname for
IBM
国际商
业机器公
Perennial
：
long-
lasting;
recurring;
enduring
other
areas
may
contract
out
data
processing,
legal,
manufacturing,
marketing,
payroll
accounting,
or
other
aspects
of
their
businesses
to
concentrate
on
what
they
do
best
and
thus
reduce
average
unit
cost.
Outsourcing
is
often
an
integral
part
of
downsizing
or
reengineering.
Also called
contracting out.
承包
Upstarts
：
firms
that have risen suddenly to a position of power or
wealth
新贵
Pools
：
group of
people available for work when required
可招之即来的一
些人
:
a
pool of doctors available for emergency work
为应付紧急情况而
待命的一些医生
Turnover
rate
：
A human resources
metric which expresses the number of
employees lost through firing,
attrition and other means compared to
the total number of employees in the
company.
人员流动率
chief procurement
officer
：
A chief procurement
officer (CPO) is an
executive role
focused on sourcing, procurement, and supply
management for an
enterprise.
首席采购官
sales
pitch
：
推销游说
Pitching
：
trying
directly to persuade governments to buy this
business or
to make a deal with
governments for this business
Blueprint
：
a set
of proposals/plans
expatriate
managers
；
expat
managers
：
海外派遣经理
at short
notice
：
with notification
only a little in advance
bottom-of-the-
pyramid
：
An economic term
referring to the largest but
the
poorest socio-economic group constituting more
than 2.5 billion
people that live on
less than $$2.50 a day.
金字塔底层
executive
suites
：
The term
offices on or near the top floor of a
skyscraper where the top executives
of
a company work, usually including at least the
president or chief
executive officer,
various vice presidents and their
staff.
行政套房
Poach
：
legally
catch
猎取
Unit 2:The Harry Potter
Economy
1.
“
the tip of a
publishing iceberg
”
constituting
the smallest proportion of total sales generated
by the
publishing house
was no point bidding against the firm
for a children's title
It was impossible to beat the firm in
the competition for the market of
children's books.
article in the New York Times asked
“
Harry who?
Two new adventure stories
are now in the swim: the Greek myths, and
the Arthurian legends. The Harry Potter
model is out of fashion.
project appeared
“
too British for the studios
but too big to be
a British production
The movies
appeared
well, but they are also too
expensive to be produced solely in UK.
“
worst
nightmare
”
was
that her hero would end up on the side
of fast-food containers
the image of her hero
(Harry Potter) would be printed on the side of
fast-food containers, which Rowling
thought would impact negatively
the
image of her hero.
the
rise of digital media and piracy, Harry Potter may
be seen
as a high-water mark in the
industry.
no
film other than Harry Potter can make such
remarkable
achievements in the film
industry, especially in box office performance.
Division:
Alternative term
for business unit.
部门
market-
testing:
市场测试；销售实验；市场定位技术
snowball effect:
滚雪球效应；滚雪球似地迅
速增大的效应；雪球效果
Turnover:
营业额
,
成交量
Revenues:
money that a
business or organization receives over a period
of time, especially from selling goods
or services (income)
Outfit:
a business firm
engaged in a particular form of commercial
enterprise
Pundits:
a person who knows a
lot about a particular subject and who
often talks about it in public; an
expert
revenue
streams:
收益源；盈利源
A company's
revenue stream is the
amount of money
that it receives from selling a particular product
or
service. (BUSINESS)
The
events business, she said, was crucial to the
group in that it provides
a constant
revenue stream
Blitz:
an advertising or
publicity blitz is a major effort to make the
public
aware of something.
On December 8 the media blitz began in
earnest.
master toy
licence:
原版使用许可；主许可执照
Unit 4:Silicon Valley
visionary who put Apple on top
-breaking product
In the hi-tech industry,
people had been guessing about for months
what Apple's latest revolutionary
product would be before it was
debuted.
are no second acts in
American life
No second act means you get one shot at
the brass ring of success and
even if
you manage to grab it, life inevitably goes
downhill to a tragic
anti-climax.
It
seems 99% of persons get this wrong, considering
that it's always
quoted in the context
of someone or another's re-emergence on the
scene after going into an eclipse.
Fitzgerald did NOT mean there are no
second chances in American life-but
that American lives tend not to have
middle acts, when the fruits of our
early labors can be appreciated,
before
going into the inevitable decline of old age.
are no second
acts in American life does not come more
decisively than this.
There is
nothing more definitely challenging F. Scott
Fitzgerald's
much-quoted witticism that
there are no second acts in American life
than the act of Steve Jobs whose
successful comeback had proved
Fitzgerald wrong.
all the
fingers that Apple has poked into
Microsoft
’
s eyes over
the years, none can have rankled as
much as the early success of the
iPad.
Of all the
blows that Apple has dealt to Microsoft over the
years, the
early success of the iPad
has inflicted the most pain to Microsoft.
points to a future beyond
the computer mouse
it points to a trend where the computer
mouse is no longer a
must-have
peripheral.
a world without Windows.
and
a computer world no longer dominated by Windows
because
Apple's Macintosh
has come onto the stage.
(IOS vs. Android)
7.
Sales of cheaper notebook
computers are already suffering.
The sales of
cheaper notebook computers are already beginning
to
decline. The number of consumers
buying Apple's iPad or upscale,
higher-
priced Mac computers is on the rise/increase.
8.a company
that has drawn on the openness of the web itself
as the
model for its own smartphone
software.
a company whose Android system for
smartphones is based on the
open Linux
kernel and that advocates that the software for
smartphones
shall not be restricted on
the open platform.
sophistication of his
touch-screen devices is a long way from
Mr. Job
’
s
rudimentary start in the garage of his adoptive
parents in
suburban northern
California.
It
took Mr. Jobs a long long time to develop his
highly sophisticated
touch-screen
devices, beginning with some simple devices in the
garage
of his adoptive parents in the
suburban northern California.
was little in Mr.
Jobs
’
beginnings that gave a
hint of what
was to come.
Nothing in Mr.
Jobs' humble beginnings suggested that he would be
so successful in the years to come.
.
Jobs
’
spiritual
aspirations left him with little use for either
shoes or soap 6 for long
periods
。
Back from his spiritual
pursuit in India, Mr. Jobs did not wear shoes or
take a shower for a long time, which
made his co-workers extremely
worried.
means pushing
relentlessly forward rather than milking old
successes
–
even ones as significant as the iPod.
That means he
pushes forward an innovative project persistently
and
unyieldingly rather than
dwelling/resting on old successes; he is even not
satisfied with achievements as
significant as the iPod.
now have Apple in their sights, forcing Mr. Jobs
into the
competitive moves that would
once have seemed out of character.
Others now see Apple as
their target to pursue (enemy to conquer),
which forced Mr. Jobs to take
countermeasures so as to gain competitive
advantages over his rivals, but this
seemed quite unusual for Mr. Jobs for
he was often too proud to care about
competing with others.
14.a prouder Steve Jobs
would not have let out the door.
Steve Jobs was too proud to
admit that he had imitated the product of
others and thus limited the use of Ping
to iTunes users only. In other
words,
it had not been released for public trial.
Visionary:
If you refer to
someone as a visionary, you mean that they have
strong, original ideas about how things
might be different in the future,
especially about how things might be
improved.
vision
:
愿景；视觉；远见
In
business, vision is foresight - the capacity to
envisage future market
trends and plan
accordingly
Vision
Statement
An aspirational description
of what an organization would like to achieve
or accomplish in the mid-term or long-
term future. It is intended to serve
as
a clear guide for choosing current and future
courses of action.
Mission Statement.
A written
declaration of an organization's core purpose and
focus that
normally remains unchanged
over time. Properly crafted mission
statements (1) serve as filters to
separate what is important from what is
not, (2) clearly state which markets
will be served and how, and (3)
communicate a sense of intended
direction to the entire organization.
A mission is different from a vision in
that the former is the cause and the
latter is the effect; a mission is
something to be accomplished whereas a
vision is something to be pursued for
that accomplishment. Also called
company mission, corporate mission, or
corporate purpose.
Sidelined:
to prevent sb
from playing in a team, especially because of an
injury: The player has been sidelined
by a knee injury.
to
prevent sb from having an important part in sth
that other people are
doing: The vice-
president is increasingly being sidelined.
washed up
:No
longer successful or needed; finished;
done.
written
off:
If you write someone or something
off, you decide that they
are
unimportant or useless and that they are not worth
further serious
attention.
Seal:
To
establish or determine irrevocably: Our fate was
sealed.
Rebound:
(especially
business) a positive recovery/reaction that
happens
after sth negative
whipped up:
to
try to make people feel strongly about something;
stirred
up
Disparagingly:
slightingly;
derogatorily; express a negative opinion of
reality distortion
field:
现实扭曲力场
Reality distortion field (RDF) is a
term coined by Bud Tribble at Apple
Computer in 1981, to describe company
co-founder Steve Jobs' charisma
and its
effects on the developers working on the Macintosh
project.
Tribble said that the term
came from Star Trek. Later the term has also
been used to refer to perceptions of
his keynote speeches (or
products.
The RDF was said by Andy Hertzfeld to
be Steve Jobs' ability to convince
himself and others to believe almost
anything with a mix of charm,
charisma,
bravado, hyperbole, marketing, appeasement and
persistence.
RDF was said to distort an
audience's sense of proportion and scales of
difficulties and made them believe that
the task at hand was possible.
suspension of
disbelief:
Suspension of disbelief or
willing suspension of
disbelief is a
term coined in 1817 by the poet and aesthetic
philosopher
Samuel Taylor Coleridge,
who suggested that if a writer could infuse a
reader would suspend
judgment concerning the implausibility of the
narrative. Suspension of disbelief
often applies to fictional works of the
action, comedy, fantasy, and horror
initial public
offering
IPO:
首次公开募股首次公开发行；首次公开招股
The first sale of stock by a company to
the public. Companies offering an
IPO
are sometimes new, young companies, or sometimes
companies
which have been around for
many years but are finally deciding to go
public. IPOs are often risky
investments, but often have the potential for
significant gains. IPOs are often used
as a way for a young company to
gain
necessary market capital.
Rankled:
cause lasting
bitterness or resentment
Digerati:
People who are
knowledgeable about digital technologies such
as computer programming and design
conjured from
nothing:
If you conjure something out of
nothing, you
make it appear as if by
magic.
premium prices
:Premium
pricing
溢价政策
(also
called image pricing or
prestige
pricing) is the practice of keeping the price of a
product or
service artificially high in
order to encourage favorable perceptions
among buyers, based solely on the
price. The practice is intended to
exploit the tendency for buyers to
assume that expensive items enjoy an
exceptional reputation or represent
exceptional quality and distinction. A
premium pricing strategy involves
setting the price of a product higher
than similar products. This strategy is
sometimes also called skim pricing
because it is an attempt to “skim the
cream” off the top of the ma
rket.
It is used to maximize profit in areas
where customers are happy to pay
more,
where there are no substitutes for the product,
where there are
barriers to entering
the market or when the seller cannot save on costs
by producing at a high volume.
Luxury has a psychological
association with premium pricing. The
implication for marketing is that
consumers are willing to pay more for
certain goods and not for others. To
the marketer, it means creating a
brand
equity or value for which the consumer is willing
to pay extra.
Marketers view luxury as
the main factor differentiating a brand in a
product category.
venture
capitalist
：风险资本家；风险投资家；风险投资人
A venture capitalist is a person who
invests in a business venture,
providing capital for start-up or
expansion. Venture capitalists are
looking for a higher rate of return
than would be given by more
traditional
investments.
Generally,
venture capitalists are looking for returns of 25
percent and
up.
What's the difference between a venture
capitalist and an angel investor?
A venture capitalist is a professional
investor. He or she manages a fund
and
is looking for suitable investments for that fund.
An angel investor is
an individual who,
while also looking for a suitable investment, is
also
looking for a personal
opportunity.
In other
words, the venture capitalist may have no business
experience
applicable to the industry
your company is involved in, and is focused on
the potential rate of return your
company can provide. An angel investor
often has business experience relevant
to your company and is
interested in
adding value to your company, as well as making a
return
on his or her investment.
Stint=tenure
：
A
stint is a period of time which you spend doing a
particular job or activity or working
in a particular place.
占有（职位）
Visionary:
If you
refer to someone as a visionary, you mean that
they have
strong, original ideas about
how things might be different in the future,
especially about how things might be
improved.
有远见的、有预见性的
Milking
：
If you
say that someone milks something, you mean that
they
get as much benefit or profit as
they can from it, without caring about
the effects this has on other people.
call the
shots
：定调子
(ALSO
call the tune; wear the trousers)to be in the
position of being able to make the
decisions which will influence a
situation exercise authority or be in
charge
Lieutenant
：
an
assistant with power to act when his superior is
absent;
deputy
副手
Pragmatism
means
thinking of or dealing with problems in a
practical
way, rather than by using
theory or abstract
principles.
实用主义
Mass
Market
：大众市场；大规模市场；大量市场
Un-segmented market in which products
with mass appeal products
(aspirin,
orange juice, soft drinks, paperback romances,
etc.) are offered
to every customer
through mass retailers or independent stores, and
promoted through mass media.
Niche Market
：小众市场
Expediency= convenience
means doing what is convenient rather
than
what is morally right. (FORMAL)
eg
：
This was a
matter less of morals
than of
expediency.
利己、方便
Concern
：
firm;
company; business
me-
too
：
a company's me-too
product is one that is designed to be
similar to a very popular product made
by another company
sand
their fingers down
：
sand
down: to make a surface smooth by
rubbing it with sandpaper
Antitrust
：反托拉斯的
,
反垄断的
In the
United States, antitrust laws are intended to stop
large firms taking
over their
competitors, fixing prices with their competitors,
or interfering
with free competition in
any way.
Unit 5:The post-
modern craving for creativity
achieved
its dominance by making astonishing shifts in what
was thought possible in animated
filmmaking.
Pixar became a market leader by making
the impossible possible in
animated
filmmaking: they had made amazing groundbreaking
achievements in the existing animation
world.
uctive recreations offering no more
value than a little R&R.
The purpose of recreations is not to
generate profits or incomes but to
get
nothing but a little rest and entertainment.
3.
placing this type of work
on a par with the financial industry.
making creative work rank equally with
the financial work.
what
role does creativity play in energy brands and how
does
it drive consumers to gravitate
toward them?
How does creativity contribute to
vigorous and dynamic brands and
how
does it attract consumers gradually and
irresistibly to them?
“
progress
”
isn
’
t all that
it
’
d been made out to be?
maybe it had been found out by people
that modernism means much
more than
6.
deriving
meaning out of life eludes many of us day by
day.
Many of us seems to forget
what they live for.
nine-year-olds
wrestling with the question of Santa Claus
Like children
of nine years old who are always uncertain about
whether
Santa Claus really
exists
ers are torn between
wanting to believe modernist
promises
and being too savvy to suspend disbelief.
consumers are very
ambivalent
矛盾的
: on one hand,
they want to
believe what the modernist
has promised; on the other hand, they do not
want to believe in modernism blindly
because they know very well that
modernism cannot solve all their
problems,
e.g. understanding the
meaning of life or human purpose.
’
s a conflict
that few marketers can recognise.
We know
consumers do not want to be deceived
欺骗
by marketing,
but we also know no consumers will buy
our products without marketing
we
’
ve found that creative
brands transcend their skepticism
of
marketing, allowing them to believe with no sense
of hypocrisy,
thus resolving the
conflict.
Yet
we've found that creative brands clear the doubts
in the head of
consumers and make them
believe in a real sense what is promoted in
marketing. In this way, creative brands
have solved the conflict
satisfactorily.
vity is embedded in the spirit of
irresistible brands.
What
differentiates super brands from other less
successful brands is
creativity.
is nevertheless a
significant negative correlation between
happiness and wealth.
The
more fortunes one possesses, the less happy
one becomes.
13.
“
So many lucky
men, restless in the midst of
abundance.
”
So
many people made a fortune overnight and they were
unable to
stay still or be happy where
there were, when they were surrounded by
material abundance.
depopulated
：人口减少
reduce in population;
desolate
the Bureau of Labour
Statistics
：
劳动统计局
Creative services
are a subsector of the creative
industries, a part of the
economy that
creates wealth by offering creativity for hire to
other
businesses. Creative Services
also means a department within a company
that does creative work such as
writing, designing, and production. It is
often a sub-department of the Marketing
organization. Examples
include:
Design
and production agencies
Studios Ideation
consultancies
Software development firms
Temp
agency
Marketing firms
Public relations agencies
Advertising agencies
Promotional agencies
Branding agencies
Entertainment Industries
Talent agency
Guilds
Like
lawyers and accountants in the professional
services sector, creative
services
firms sell a specialised technical service to
satisfy the needs of
companies that do
not have this expertise themselves.
paradigm-
shiftin
：典范转移；典范移转；范式转换
A radical change in thinking from an
accepted point of view to a new one,
necessitated when new scientific
discoveries produce anomalies in the
current paradigm.
Modernism
：
American
modernism, like modernism in general, is a trend
of thought that affirms the power of
human beings to create, improve,
and
reshape their environment, with the aid of
scientific knowledge,
technology and
practical experimentation, and is thus in its
essence both
progressive and
optimistic. American modernism is an artistic and
cultural movement in the United States
starting at the turn of the 20th
century with its core period between
World War I and World War II and
continuing into the 21st century.
negative correlation
负相关性
A
relationship between two variables in which one
variable increases as
the other
decreases, and vice versa. In statistics, a
perfect negative
correlation is
represented by the value -1.00, while a 0.00
indicates no
correlation and a +1.00
indicates a perfect positive correlation. A
perfect
negative correlation means that
the relationship that appears to exist
between two variables is negative 100%
of the time. It is also possible
that
two variables may be negatively correlated in
some, but not all,
cases.
Here are a few examples of a negative
correlation: The more time I spend
at
the mall, the less money I have in my checking
account. The more
hours I spend at the
office, the less time I spend with my family.
cul-de-
sac
：
blind alley
一端不通的街道
;
死胡同
.
Bisociation
：异类联想；异态混搭；异类混搭
It is a study of the processes of
discovery, invention, imagination and
creativity in humour, science, and the
arts. It lays out Koestler's attempt
to
develop an elaborate general theory of human
creativity.
From describing
and comparing many different examples of invention
and discovery, Koestler concludes that
they all share a common pattern
which
he terms
–
a blending of
elements drawn from two
previously
unrelated matrices of thought into a new matrix of
meaning
by way of a process involving
comparison, abstraction and
categorisation, analogies and
metaphors. He regards many different
mental phenomena based on comparison
(such as analogies, metaphors,
parables, allegories, jokes,
identification, role-playing, acting,
personification, anthropomorphism
etc.), as special cases of
The concept of bisociation has been
adopted, generalised and
formalised by
cognitive linguists Gilles Fauconnier and Mark
Turner, who
developed it into
conceptual blending theory.
frames of reference
参照系；参考系；参考架构
a
structure of concepts, values, customs, views,
etc., by means of which
an individual
or group perceives or evaluates data, communicates
ideas,
and regulates behavior.
Overall context in which a
problem or situation is placed, viewed, or
interpreted. A too-narrow frame may
leave out critical factors, whereas a
too-broad frame may include many
irrelevant distractions.
an
incremental and exponential idea
ental
innovation is taking products, solutions and
technologies
which you currently have
today and doing some small advancement on
the same technologies or solutions
The humble bicycle has
evolved over time with new materials
(particularly in the frames) new
components (no gears back in the old
days), and accessories such as lights.
2. Technology is ever
increasing and ever advancing. We know this
through Moore
’
s
Law. And, technology has impacts that expand like
the
ripples on a pond. From the center
(the development and release of a
new
technology) to the outermost ripple that seems
unrelated.
An
exponential idea is the one that helps in the fast
across-the-board
innovation of the
organization, involving business models,
manufacturing processes, products and
services, etc.
Differentiation
产品差异化；产品分化；产品差异性
< br>
A marketing process that showcases
the differences between products.
Differentiation looks to make a product
more attractive by contrasting its
unique qualities with other competing
products. Successful product
differentiation creates a competitive
advantage for the seller, as
customers
view these products as unique or superior.
Product differentiation can
be achieved in many ways. It may be as
simple as packaging the goods in a
creative way, or as elaborate as
incorporating new functional features.
Sometimes differentiation does
not
involve changing the product at all, but creating
a new advertising
campaign or other
sales promotions instead.
Unit 7:BMW
Drives Germany
has mastered the
manufacturing fine art