-
Unit l:The Empire Strikes back
1.
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.
2.
which 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.
3.
Latin America
now reports to Shanghai.
now under the
leadership of Shanghai.
4.
based 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
5.
horizontally and globally
It
can pool all human resources of IBM and allocate
them in an optimal way among business units
across the world
?
6.
Why 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
?
7.
hot 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
9
?
thanks
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-co
un try multi nationals.
11
?
the breadth
and depth of management talent
breath=varied and
divers
讦
ied management
talents
depth=experieneed and seasoned
management talents
Head of
strategy:?
略发展总监
hyper-
growth:super fast
growth Emerging
market:
新市场
growth markets
：
成长
型市场；增长型市
Big
blue
：
nickname
for IBM
国际商业机器公
Perennial
：
Iong-
lasting; recurring;
enduring
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
Commoditised
：
con
verted into a commodity
Outsourci
ng
：
夕卜包
The contracti ng or subc on tracti ng
of non core activities to free up cash,
personnel,
time,
and
facilities
for
activities
in
which
a
company
holds
competitive
advantage.
Compa
nies
havi
ng
stre
ngths
in
other
areas
may
con
tract
out
data
processi
ng,
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 nJ
< br>招
ZR
卩来的——些人：
a pool of doctors available for
emergency
work
为应付紧急悄况而待命的一些医生
Tur no ver rate
：
A huma n 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
Pitchi ng
：
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
：
海夕卜派遣经理
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
”
executive
suites'
1
referred to the
suite of offices on or near the top
floor of a skyscraper where the top
executives of a company work, usually in eluding
at least the
president or chief
executive officer, various vice presidents and
their staff
?行政套房
Fbach
：
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
2.
there was no point bidding against the
firm for a children
f
s title
It was impossible to beat the firm in
the com pet it io n for the market of children's
books
?
3.
an article in the New York Times asked
Two new adventure stories are now in
the swim: the Greek myths, and the Arthurian
legends.
The Harry Fbtter model is out
of fashion.
4.
The project
appeared “too British for the studios but too big
to
be a British productio n
The movies appeared
expensive to be produced solely in
UK.”
5.
her
“worst nightmare
-food contai ners
the image of her hero (Harry Fitter)
would be printed on the side of fast-food
containers, which
Rowling thought would
impact negatively the image of her hero.
6.
Given 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
performs nee.
Division:Alternative term
for business unit.
部门
market-testing:
I
1
J
场测试；销住实验；市场定位技术
snowball effect:
滚雪球效应；滚雪球似地迅
速增人的效应；雪球效果
Turnover:W
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
Plindits: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 lice
nce:
原版使用许可
;
主许可执照<
/p>
Unit 4:Silicon Valley
visionary who put Apple on top
1.
ground
?
breaking
product
In the hi-tech industry, people
had bee n guessi ng about for mon ths what Apple's
latest
revolutionary product would be
before it was debuted
?
2.
there 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 pers ons get this
wrong, con sidering that it's always quoted in the
context of
someone or
another
f
s re-emergence on
the scene after going into an
eclipse
?
Ftzgerald 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
?
3.
there are no second acts in American
life does not come more decisively than this.
There is nothing more definitely
challenging E 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.
4.0f 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 Ion ger dominated by Windows
because Apple's Macin tosh
come onto
the stage. (I OS vs. Android)
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.
9.
The
sophistication of his touch-screen devices is a
long way from Mr. Job
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
?
has
I
was little
i n Mr. Jobs* beg innings that gave a hin t of
what was to come
?
Nothing in Mr.
Jobs
1
humble beginnings
suggested that he would be so successful in the
years
to come.
II
?
Mr. Jobs' spiritual
aspirations left him with little use for either
shoes or soap 6 for long
Back from his
spiritual pursuit in India, Mr. Jobs did not wear
shoes or take a shower for a long
periodSo
time, which made
his co-workers extremely
worried
?
12.
That 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. I n 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 accordi
ngly
Vision
Statement
An aspirational description
of what an organization would like to achieve or
accomplish in the mid-
term or Iong-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 organizatiorfs 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 inten ded
directi on to the en tire organizati on.
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.
Sdelined: to prevent
sb from playing in a team, especially because of
an injury: The player has bee
n sideli
ned by a knee in jury.
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 Ion ger 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:TD establish or determine
irrevocably: Our fate was
sealed
?
Rebo un
d: (especially busi ness) a positive
recovery/react io n that happe ns after sth n
egative
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 bee n
used to refer to perceptio
ns of his keynote speeches
(or
H
St eve
notes
1
') by observers and
devoted
users of Apple computers and
products
?
The RDF
was said by Andy Hertzfeld to be Steve
Jobs
1
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 audienee'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 in
fuse a
n
human interest and a
sembla nee of truth
11
into a
fan tastic tale, the 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:
肖次公开券股肖次公开发行；肖次公开招股
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 fin
ally
decidi ng to go public
?
I POs are ofte n risky inv
estme nts, 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 kno
wledgeable about digital tech no logies such as
computer
programming and design
conjured from nothing:lf 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 distinctiori. 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
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
?
T
D
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 pers on who
in vests in a busi ness ven ture, providing
capital for start-up or
expansion.
Venture capitalists are looking for a higher rate
of return than would be given by more
traditional in vest me nts.
Generally, venture capitalists are
looking for returns of 25 percent and up.
What's the difference betwee n a ven
ture capitalist and an an gel investor?
A venture capitalist is a professional
investor. He or she manages a fund and is looking
for suitable
in vest me nts for that
fund. An an gel in vest or is an individual who,
while also looki ng for a
suitable
investment, is also looking for a personal
opportunity
?
In
other words, the venture capitalist may have no
business experienee applicable to the industry
your company is involved in, and is
focused on the potential rate of return your compa
ny can
provide. An an gel in vest or
often has busi ness experie nee releva nt to your
company and is
interested in adding
value to your company, as well as making a return
on his or her in vestment
?
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
)
Vision ary: 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.W
远见的、有预见性的
Milking
：
If you
say that some one milks somethi ng, you mean that
they get as much ben efit 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
decisi ons which will influe nee a situati on
exercise authority or be in charge
Lieutenant
：
an
assist a nt with power to act when his superior is
absent; deputy
畐
U F
Pragmatism means
thinking of or dealing with problems in a
practical way, rather than by using
theory or abstract principles.
实用
?
k
义
Mass
Market:
大众市场；人规模市场；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= convenienee 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 fin gers
down
：
sand down: to make a
surface smooth by rubbing it with san dpaper
Antitrust
：
反托拉斯的，反垄断的
In the Un ited States,
antitrust laws are in tended to stop large firms
taki ng over their competitors,
fixing
prices with their competitors, or interfering with
free competition in any way.
Unit 5:The
post-modern craving for creativity
1.
Pixar achieved its dominanee 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
?
2.
unproductive recreations offering no
more value than a little R&R.
The
purpose of recreations is not to gen erate profits
or in comes but to get nothi ng 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.
4.
And what role does
creativity play in energy bra nds 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?
5.
maybe
農
progress”
isn't all that it'd been made out to
b
e?
maybe it had been found
out by people that modernism means much more than
11
only.
6.
deriving meaning out of life eludes
many of us day by day.
Many of us seems
to forget what they live for.
7.
Like 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
8.
consumers are torn
between wanting to believe modernist promises and
being too savvy to
suspend
disbelief
?
consumers are very ambivale nt
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.
9.1 t'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
10.
Yet we've found that creative bra nds
transce nd 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.
11
?
Creativity is embedded in
the spirit of irresistible
brands
?
What
differentiates super brands from other less
successful brands is creativity.
12.
there is n evertheless a sign ifica nt
negative correlati on betwee n happ in ess and
wealth
?
The more
fortunes one possesses, the less happy one
becomes
?
13.
u
So many lucky men, restless
in the midst of abundance.
M
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 abundanee. depopulated :
人口减少
reduce in
population; desolate the Bureau of
Labour Statistics
:
芳动统计局
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 producti on. It
is ofte
n a sub-department of the Marketi ng organizati
on. Examples in elude: Design and
production agencies
Studios
Ideation
Marketing firms
Public relati ons age ncies Advertisi
ng age ncies Promotio nal age ncies Brandi ng age
ncies
Entertainment I ndustries
币
lent 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-shifti
n
：
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,
isatrend 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
负和关性
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
while a 0.00 in
dicates no correlation
and a +1.00 in di cates a perfect positive
correlation. A perfect n egative
correlati on means that the relati on
ship that appears to exist betwee n two variables
is n egative
100% of the time .It is
also possible that two variables may be n
egatively 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
—端不通的街道
;
死胡同
.
Bisociation
：
界类联想；界态混搭；界类混搭
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
consultancies
Software
development firms Temp agency
creativity.
From describing
and compari ng many differe nt examples of
inventio n and discovery, Koest I er
concludes that they all share a comm on
patter n which he terms
H
bisociati orT - 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 “bisociation”.
The
concept of bisociation has been adopted,
generalised and formalised by cognitive linguists
Giles F^ucorrnier 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 in elude many irreleva nt distractions.
an in creme ntal and expone ntial idea
1
」
n creme ntal
inn ovati on is taking products, solutions and
tech no logies which you curre ntly
have today and doing some small
advanceme nt on the same tech no logies or solutio
ns
The humble bicycle has evolved over
time with new materials (particularly in the
frames) new comp
orients (no gears back
in the old days), and accessories such as lights
?
2.
lech no logy is ever in creasing 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
developme nt
and release of a new tech
no logy) to the outermost ripple that seems un
related
?
An
expone ntial idea is the one that helps in the
fast across-the-board inno vat io n of the
organization, involving business
models, manufacturing processes, products and
services, etc.
Differentiation
产品差界化；产品分化；产品差界性
A
marketing process that showcases the differences
between products
?
Differentiation looks to
make a product
more attractive by contrasti ng its unique
qualities with other com pet i ng
products
?
Successful product
differentiation creates a competitive advantage
for the seller, as customers
view these
products as unique or superior.
Product
differe ntiatio n can be achieved in many ways .It
may be as simple as packagi ng the
goods in a creative way, or as
elaborate as incorporating new functional
features
?
Sometimes
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