| From success to near failure and back to success. Of all the turnaround stories in the business world, perhaps Apple is the (1) most famous (famous). In the early 1980s, Apple computers were (2) ___________ (fast) and (3) _______________ (functional) than IBM computers, who were the (4) _____________ (close) competitor. But in 1985 IBM shipped a computer using Microsoft Windows operating system for the first time, and this made it nearly (5) ____________ (good) as an Apple. Apple was in trouble, especially when Microsoft developed a business strategy that was much (6) _________________ (successful) than their own. | Microsoft decided that it would license Windows to a variety of different PC makers, not just IBM. As a result, Windows became the industry standard, and Apples market chare became (7) ____________ (small) and (8) ______________ (small). But Apple wasnt finished. In 1997 they brought back Steve Jobs, the founder of the company. He concentrated on design, and Mac computers became (9) _____________ (trendy) and (10) ________________ (exciting) than boring PCs. But Steve Jobs (11) ____________ (great) success was in 2001, when Apple launched the iPod the (12) _________________ (cool) musin player the world had ever seen. |
TEXT B
1Work in small groups. Tell each other what facts you know about India. Make a list.
2 Study this vocabulary before listening to the interview.
to have an open mind ,
to make judgement on , -.
issue - ,
gender (e.g. gender differences)
challenge (e. g. cultural challenges - )
to make time
to learn from mistakes -
to make a decision
to keep ones dignity and self-respect
strong negotiating skills /
to be sensitive to
common mistake
3 
Listen to Sunit Jilla, a cross-cultural expert, giving advice to people who want to do business in India. Number these features of India in the order in which he mentions them.
| a) Things can be much slower than in your country. b) There are strong regional differences. c) It is important to have an open mind. d) There is need for harmony. e) There are many sub-cultures. | . . 1.. |
4 Listen again and complete these summary notes about two of the points Sunit makes. The notes do not contain every word that Sunit says.
- Secondly, there is a modern1 India, which you will meet when you arrive; then you will see the .2 India, which is the foundation of modern India.
You should try to understand how these two are part of the same country. This will really .3 you to be 4 and 5 in India.
- In summary: before going to India, you need to do your 6 . You need to learn about several aspects of Indian life, both 7 and 8.
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5 Listen to the second part of the interview. Then choose the best answers for these questions.
1. The first mistake foreigners make when doing business in India is that they .
a) come for a very short time.
b) dont spend enough time socializing with Indian people.
c) dont think that there are big cultural differences.
2. Secondly, foreigners do not always understand that .
a) Indian people see time in a flexible way.
b) they may shock people if they are not punctual for meetings.
c) they mustnt work during national holidays.
3. Thirdly, foreigners sometimes
a) think that Indians are aggressive, which is not true.
b) complain that Indians do not respect people from other countries.
c) forget that Indians like to keep their self-respect.
4. Fourth, foreigners are often surprised that Indians ..
a) are very good negotiators.
b) have no negotiating skills.
c) use forceful negotiating language.
5. Finally, another cultural difference is that
a) foreigners usually think that they should start by building a personal relationship.
b) Indians are less task-focused than many foreigners.
c) Indians have more respect for traditional values.
6. Listen again to the both parts of the interview, check your answers and be ready to speak about doing business in India.
I = Interviewer, SJ=Sunit Jilla
| I | What advice do you give to companies wanting to do business in India? |
| SJ | Firstly, India can be a land of surprises. So if you want to do business there, be patient and have an open mind. Do not make quick judgements on what you see or hear because there isnt only one culture, there are many sub-cultures, and there are strong regional differences. Secondly, there are two Indias. I mean, there is a modern India, which you will meet when you arrive; and then, soon after that, you will probably see the traditional India, which is the foundation of modern India. You should try to understand how these two are part of the same country. This will really help you to be effective and successful in India. Thirdly, in some large Indian businesses, things can be much slower than in your country, because of cultural issues such as status, respect, a sense of community and the need for harmony. Depending on the type of your business, be prepared for bureaucratic delays. You should also remember that religion and gender differences play an important role in India. So, in summary, you need to do your homework before going to India. I mean, before you start your business journey, you need to learn about several aspects of Indian life, both social and business. |
| I | What mistakes do foreigners sometimes make when doing business in India? |
| SJ | Firstly, foreigners can have unrealistic expectations. They dont think about the possible problems, for example all the cultural challenges. They do not make time to learn from their mistakes. They dont have enough time to learn the right skills to communicate with Indian people. Secondly, people in India can be very flexible about time, and that is another shock to many foreigners. Meetings, for example, do not always start or end on time. There are many different regional holidays, and if you dont know about these, there can be delays. Thirdly, Indians dont like aggressive people, so you should not force them to make a decision quickly. Foreigners sometimes forget that it is very important for Indians to keep their dignity and self-respect. Fourth, foreign businesspeople are often surprised by the strong negotiating skills of their Indian colleagues. And finally, foreigners focus very much on the task, while Indians prefer to build the relationships first. So, in summary, you should be sensitive to the values which are important to Indians. This can help to minimise many of the common mistakes made by foreigners. |
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