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EDITORIAL

The green wave


From blues to green: can I
the environment pull
the world out of a recession?
When times are tough, we need
to have hopc thar rhings will improve. In
rhe euerem recession, governments hope
rhar they can rescue eheir cconomies by sup-
porting cnvironmenr-friendly business. Since we srarred
planning rhis special "green" issuc of Business Spotlight back in March,
many English- aod German-Ianguage magazines have looked ar differ-
ent aspects of environmental economics - from saving the natural
world (Time), ro green rechnolog)' and jobs (Wirtschaftswoche and
jllnge Ko"iere). In rhis spL'Cial issue, we rest your knowledge of green
language (page 10); find our how green you are in your evcryday life
(page 15); and ask wherher the current green boom is a lasting trend
or just a green bubble (page 18). We also look at environmental issues
in Australia, Denmark, thc and India. Our conclusion?
Yes, there is indecd reason for limited oprimism. One specific hope of
ours is rhat )'our reenagc children and friends will read June's execllenr
green edirion of our siSfer magazine, Spot on (see above).
Congratulations to the winners 01 our readers' sUlVey
compcrition (212009). First prizc, a business-English course wirh LAL
Sprachreisen, was won by Dr. Jrmrmd Mecke (Emden). Thc mnners-up,
who each won a business-English package from Langenscheidr, were:
Uwe Siepmann (Arnsbcrg), Volker Marquarr {Ncu-Isenburg}, Karin
Krrer (Dsseldorf), Roland Schlegel (Kippenheiml, Falk Beckmann
(Solingen), Anne Brcmberg (Angers, France), Andre3 Bock (Ncckar-
gmnd), Gisela Behrrnann (Wesenbcrg) and Karja Pierrz}"ck (Rcmagen).
18n McMaster, edltor-in-chlef
Contact: j. mcmaster@spollight-verlag.de
4/2009
CONTENTS 4/2009
SPECIAL: GOING GREEN
10 Language lllIlIZmI
00 you have the verbal skills
to talk about the environment
and other green sublectS?
Find out in our special test
15 How "Green" Are You?
.. Is your behaviour at horne
and in the office good for the
environment?
16 The View tram Here
.. Bjflrn Lomborg on lessons from
the Danish wind-nergy industry
Also: Country File, Denmark
18 Business Trends
.. Green technologies are receiving
a lot of media attention. We look
at the real growth are.as
23 My Working Ute Ba
Cam Walker, coordinator 01
Friends 01 the Earth, Melbourne,
talks about his life
24 Water Management CIlImIEJ
How the Netherlands plans
to use new technology in its
battle againsl floads
26 HeadtoHead
Are genetically modified plants
a threat to lndia's ecology?
4 Business SjxXIight
WORKING WORLO CAREERS
6 Names and News 54 Coping with Promotion
Trends in the world of werk Why getting ahead at work can
bring important changes
GLOBAL BUSINESS
58 The Job Doctor
28 Business Press amtlI
Tips on how to make a good start
Comments from the world's media
in your new job
Also: Behind the Headlines
60 My Way
31 Spotlight on Switzerland
Investment banker and teacher
Suzanne on
Susan Christi ne Schell
knowledge transfer and innovation
MANAGEMENT
INTERCUIJURAL COMMUNICATION
62 Marketing
32 SociaJizing
How airlines are looking to improve
Improve your cross--<.:ultural skills
their customer service
38 Dialogue
64 What l've learned
Two art dealers discuss their work
South African Archbishop Desmond
Tutu talks about leadership
BUSINESS SKIUS
66 Business Basics UD
42 Positive Thinking
What is... cocooning?
How to remain optimistic at work
67 Executive Eye
Also: A language survival guide to
Adrian Furnham: garlic bosses
cut out and keep
49 The Write Way
TECHNOLOGY
letters
68 Language Focus CIC:J
50 Say It in Style Cleanroams
Talking about probability
70 Innovations I:EII
51 On the Une New product developments
Answering the phone in English
71 Technically Speaking
52 Meeting Point Eamonn Fitzgerald on .,.hy
Dealing with interruptions
London will be strong aga "
www.business-spotlight.de
32
Socializing around
the world
lANGUAGE SECTION
72 Vocabulary: the airport ..
73 Media Walch: language in the news CID
74 False Friends; Tricky Translations
75 Language Cards: pull out and practise
77 Vocabulary list: key \Wrds to learn
>- 79 English on the Move: the hotel concierge
>- 80 Grammar at Work: sentence adverbs
81 The Maine Event: an office dialogue
82 English for... the wine industry mm:I
>- 84 Financial English: leasing Clmm
85 Authentie English: repeating and
rephrasing
86 Legal English: secured transactions &D
87 What's New? Products, sites, events
LANGUAGE IN BUSINESS SPOTLIGHT
Articles in the magazine use the style, spelling, punctuation and
pronunciation of British English unless otherwise marked.
..Amencan style, spelling, punctuation and pl'Onunciation
are used in these articles.
a- aPJl(Olumately at CH level A2
l::::l%:I:I approxirnately at CEf levels B1--82
l'JlmI approximately at CEF levels Cl--e2
Articles are marked with thelr level of language dlfficulty. CEF is
lhe Comman European Framework of Reference for Languages.
Texts not marked on this double page are al a medium level.
ifml.: informal or slang word or phrase
non-stand.: nonstandard WOI"d Q( phrase
MULTIMEDIA lEARNING WITH BUSINESS SPOTLIGHT
You can hear these texts Of related exerclses and interviews
on Business Spotlight Audio. FOf details. see page 53.
Ba You can find language exercises relate<! to these texts In
BusfMSS Spotlight plus. fOf more information. see page 9.
("""'1 You can find audio excerpts. links Q( furlher information
relatlng to these texts at www.business-spotlight.de. See
page 73 for more details.
Products wrth this
symbol can be
ordere<! lrom our
ontine language shop.
This six-page supplement provides activities
and ideas ler using Business Spotlight with
learners. 11 is free to all trainers and teachers who subscribe to
BU5iness SpotlIght. Order at schulmedienOspolhght-verlag.de
READERS' SERVICE
E-mail: aboOspollight-verlag.de
Internet: www.spotlight-verlag.de
Telephooe: +49 (O}89/8 56 81-16
fax: +49 (0)89 J 8 56 81-159
>- Cover topics
3 Editorial
53 Business Spotlight Audio
73 Business Spotlight Online
88 Classified ads
90 Feedback I Impressum
91 Preview
92 The Last Laugh ..
REGUlAR SEI:TIONS
412009
BusinessSpotiighl 5
WRKING WORLD NAMES AND NEWS
D
enise 5tephcns has the qualities of many online
pioeers. She's young, enthusiastic and knows a
lot aoout the internet. But this 30-year-old is different:
5tephens has mulriple sderosis.
Her online eompany, Enabled by Design, examines
produets made 10 assisl people with disabilitics. Her aim
is to provide disabled pcople with produels that are not
only funetiooal, but also stylish and fun.
"It's abour removing the stigmatizing image of aniB..:
live eQuipmenr <lnd cncouraging designers to.a.dm?1 thc
conccpt of inc1usivc design," Srephens raid The
Guardian. "1 fee! very much that the disabled commu-
niry are put io a box. Things are designed and produced
and then you ger rhe disabled community saying: 'We
. ean't use it.'''
Looklng
good: Deni"
Stephens
tests
products for
the dlsabled
I,U,iiil..'
The website (www.ellabledbydesigll.org) includes a
section wherc users ean say what they love aod hall"
aoout specifie producrs. "Hopefully, from all rhose con-
versatioos, we'lI bc able to identify things that eould do
~ beiog redesigncd," Stephens says. "We've gor a scc-
rion ealled 'the ideas faetory', where you eollect peoplc's
thoughrs. And ehen we would ery to match people aod
rheir ideas ro designers."
Srephens says having multiple sclcrosis has made her
look ar produces differently. "] ger ehe iJllpression that
people miss out on the opporrunity ro use things,
purely because thC)' look a cerrain way," she explains.
"For examp!e, somcone who uses a hearing aid may
rhink '1 don'r want ro wear ehae' beeause they don't like
the look of it."
$ 675 million
Yearly world
sales of
self-tanning
products
6 Business Spodigbt 412009
CANADA 'U1i!l11M
Lawyers wanted
Q
uestion: What da you call 5,000
at the boltorn of the aeean? Answer: A
good start!
There are plenty of jokes about lawyers, but
Canadians don't find them as funny as they
used to. That's because many parts of the coun-
try have a shortage of lav.yers, thus making m.!
m(l(e expensive - assuming, of course, that potential clients can even find a lawyer.
really problematic," says Marla Miller, a family lawyer and medIater in Edmontoo. "[ven
jf someone has an emerging situation, or sometimes you just have 10 say, 'Good
tuck. Sorry, we're not taking any more clients,''' Miller told Macfean's, the news magazine.
David Percy, of the University of Alberta law faculty, says the problem is that there
are 100 few law schQQls. "ln the last several years, there's been a strang argument that
Canada does not graduate enough lawyers, H Percy says.
Vern Krishna of the Universlty of Ottawa agrees. "We have a deljberatelv coostraioed sup
ply. Our law schools have shut their doors tight." Krishna says that, although the Canadian
population has grown rapidly over the past 30 years, the number of lawyers who graduate
every year has remained "virtually unchanged".
As a result, many young Canadians are going abroad to study law, primarily to Common-
wealth countries like Britain and Australia. Bond University in Queensland, AustraJia, has
100 Canadiao studeols out of a total of 750. The school teaches Canadiao constitutionallaw
and will soon begin teaching Ganadian coroorate and tax law, "not because they're fascinated
by it," says Krishna, but because "they've got a market".
00Listen to this text 00 Business Spotlight Audio
No laughing
malter:
Canada has
too few
lawyefS
__ etw.
Hlllsmitte_'__ __ _ __
by design [,bm.ili'.YllDJ __ _ auch: mit Absic.!!L
t,konSII'tju:J'n:>lliL __ _ __
conslrained [bn'slrc..!.!!.!!.l.... elf]geschrank_I _
9!!POraie aod lax law 'In ulld Steoerrecht _
could da with 5th. I,kud 'du: w,! einer Sache kl)nnle es
__________nicht schaden, wenn... __
court __GerICht, hier: Gerichtsverhandlung __
dean Dekanlin) _
deliberately bewusst, gewollt _ __
designer __ _ __ __
dlsability
emerging situation: have an -- anfangen, m schwierige Umstande
li,m,,:d;;,o ,srtI\1'e,I>Qj __ __ __zu
Aufwoendungefl _
Jlilduate sb. ['gr.rd:wcnJ N. Am. jmdn. graduieren, jmtlm. den
Universitatsabschluss erteilen
hearlnllaid ['hl;lrHJ tull -==- --
Lnclusive design [m,ldu:slV di'7.ilmJ __ Design, Desig!!....!ur 01_"' __
law lacully ['bI ,ra:k'llil___ --------.JuriSlische __ __
IIw school ['bI stu..:.!.L-- juristische fakull3t bzw. HochSChU_"__
('b:j;lJ __ _ AnwJltin _
sen;ces 1'li:goI ,S3:VlSlZj AnwattsdienSl_,__ _ __
!!J:ltternity Jea'l'e Mutterscllaftsurlaub _
sth. I,mrs 'aul nn) __ __siCh etw. entgehen lassen __
R!l:nding ['pendluJ __bevorstehend __ __ __
l1ut sb. in ilI ;I in eine Schublade stecken _
sales [se"lzj __ __ __ __U_m"",__ _
_
...".,1 _ __
virtually ['V;):tJ\1;1IiJ praktisch
Members 01 the British
parliament have re
ceived a 2.3 per cent pay
increase. Theit al/erage
pay has risen from
around f63,300 f68,3SOJ
to around f64,aOO
{f69.910) before !X.:
t
4/2009 Business SplUight 7
BOTSWANA
Dirn outlook for diarnonds
U
ntil recentl)', Botswana was a role model for the developing
world. Its rieh mineral resourees he1ped to raise it out of
poveeo', But thc global fmancial eeisis has hit Botswana hard. De-
mand for its famous diamonds has fallen draslieally.
"Tbere is Da dOllbt we are fa.k.in.g a huge ehallengc," says
BOlswana's president, lan Khama. "The main reason is bceausc
wc have been ver)' dependcnt on revenues from minerals, espe
cially diamonds, sinee thc)' were faund in the 1960s," Khama told
the Financial Times.
Thc biggest market for Botswanan diamonds is the US, which
buys abaut half of rbe Afriean countr)"s production. Because of
the rccession, however, Americans are no longer buying large
quantitics of precjoys stoncs. Dcbswana, a joint venture berwcen
De Beers and Borswana, rccently dosed four mines. Khama says
diamond produetioll will probably fall by 40 per cent this year.
Unlike ocher African countries, Bocswana has managed 10 save
abour 7 hi.U..i.!.ln. frorn its diamond revenues. It llscd to be one of
Botswana's
best frlend:
but the
diamond
market Is
suffering
mUi i
thc poorest srares in the world, bm rhese days,
thanks tO its minerals, things havc gor better.
Rather than simpl)' exporring the diamonds,
the building of planIs is
being encouraged.
One of these eompanies is owned by the
South Afriean Diarnond COlporation. "Ir is
tough and everybody's feeling ir," says rhe
firm's orswana head, Amhony Licht. "Bm
we are really looking ar the lang term pic-
rure. \VIe helieve in Botswana."
1Il Listen 10 this text on Business Spotlight Audio
The number 01 McDonald's reslauranls
12,804
in the US
billion I'bllj:ml
brand
thatlenge ['tr.dmd3L-
diamondi'fOtll!$$ing plant
L,mll:>m:md 'pl"3OlleSII} plo:nl]
dim ootlook l,dlm 'autluk)
face 5th. [(CI$J
lang-term 1,1t>!]'I:>:m!
mIneral resources
I'mm"r:ll ri,O:SIZ)
povertJ:
preclous stone
lJlreI 'SI:JUn)
rein...ent ith.(,rian'vcnl)
1
in Brunei
Milliarde(n)
MM"
HerallSfon:lerung
Diamanten verar-
beitende Fabrik
triibe Aussichl(en)
vor einer Sache stehen
langfristig
""""""'..
km'"

etw. neu erfinden
Einnahmen
4/2009
GOING GREEN TEST
TURNIN& DVER ANEW LEAF
Die ganze Welt spricht von Umweltbewusstsein, Klimaschutz und grunen Technologien - auch im
Arbeitsalltag. Mit dem Test von CAROL SCHEUNEMANN prfen Sie, ob Sie auf Englisch mitreden knnen.
At lunch, Ihe team starts talking ahout how they can go green. Their first topic is the food Ihey
eat. Choose Ihe correcl words to camplete the dialogue.
organic
tree-hugger
I biodegradable
IIJ! composl
ecology
environment
food miles
Beity, forget meat! Don't you know that much of the damage to the f) _
is diredly connected to ealing beef? We should offer only vegetarian meals!
Oh. What about seafood?
Sorry, overfishing has already done immense harm to the ocean's g} _
Weil, we can start by thinking about the food we serve
here in the cafeteria. Let's make achecklist. Josh,
you're the a) here. Why don't you start?
First, we should buy only natural feods and b) -, _
fruit and vegetables. We should "buy local" whenever
possible, and count Ihe c) for other prad
uctS. Any packaging should be dl material.
Maybe we can even make e) to pul on the
outdoor plants.
OK. I also think that the meat should be free of growth hormones and antibiotics.
Josh:
Betty:
Josh:
Betty:
Betly:
Josh:
The situation:
Josh Rayhall. a
computer programmer,
has started a discussion
on "going green" al
work. He's inspired the
team 10 Iry 10 be more
environmenlally
responsible al the
office. But what can
they do? Join them as
lhey invesligate.
Many office workers waste their resources. So Josh helps the others 10 Ihink of smaU changes thai don't take mueh
effort. Put Ihe wotds in the eotteet order to ereale his suggestions.
a) Ihe lift I the stairs I use I instead of '
b) the temperature I dont I too warm I keep I or cold _
cl natural I make I light I use I of _
d) building I more I put I in the I plants _
e) as possible I documents I few I print I as _
f) both lof paper I of a I wrile on I si des I sheet '
g) one day I work I horne I per week I fram _
'--------------------------------'.
10 8usinessSpotligh! 4/2009
GOING GREEN TEST
I ',iMiili,'
Much green awareness cenlres on Ihe "four Rs", which are "reduce, reuse, recycle, repair". So the
team memhers use these words to make a list. They include ether activities Ihal are impertani, too_
Complele Ihe sentences with verbs tram the list
b) In a diesel car, there are two power sourees.
c) Cooking oi! can be used as fuel in modified eleclric
4/2009
mili i
Pul il in Ihe bin:
recycling paper al
work can be done
wilhout even
leaving YOUf chair
. , ,
overnighl. {cleecilr)
engines. (sleedi}
Josh cycles 10 work, 01 course, but most of the others drive
their cars. Can improved cat technology oHer a solution 10
pollution? Each of the fol1owing sentences contains a mis-
take. Cross out the word in bald and repi ace il wilh one
made trom lhe mixed-up letters in parentheses.
water botties and coffee cups.
paper, glass, piastic and metals.
batteties.
energy use by turning off lights and equipment.
cloth bags - bring your lunch in one.
light buibs wlth energy-saving lamps.
machines instead of throwing Ihem out.
equipment that is used inftequently.
____(drihby)
d) Ethanol is a type of emission made from maize.
____(foublie)
e) A fuel cell is lound in a hybrid car. ~
(grohendy)
f) The battery packs in petrol-run cars cao be recharged
a) A hydrogen car is powered by the sun. _
(rasol)
.)---
b) _
01
dl _
,)
fl
g)
h)
Reduce
Reuse
Recycle
Repair
Replace
Recharge
Renl
Refill
rH'b-.Ti1I I 'J Cu"
Hext, the team looks through a brochure on clean energy that lists renewable (emeuerbare) and alternative energy sources.
Complete the texts using words trom the boxes.
silicon J Solar: Get free electrieity from the sun with solar energy! With our a) on your roof, you
photovoltaic .. colleet the sunlight all day - with no noise, smell or emissions. Our b) cells are made
panels using a thin film of c) . The sun's energy can also be used to heat waler and produce
steam.
rotor blades
wind turbines
wind farm
hydroelectric
tidal
waves
biomass
geothermal
landfills
Wind: Many cultures have used the power of the wind for centuries. Our modern, high-efficiency
d) each have three e) that can turn both day and nighl. The preferred
loealion for a group of these clean-power generators. a f) , is offshore or on a hilI.
Water: The force of moving water has long been used as a source of g) power. But did
you know that the hl in lhe oceans can turn turbines? Another source, the pull of the
oceans, as they ebb and flow, is called i) power.
GasIHeat: When waste from plants, farms or wood production, called j) , is burned, the
heat can be used to turn turbines. An alternative is to burn gas produced when material decomposes
(sich zersetzen) in k) . Hot gas that pushes up from inside the earth can provide
warmth and Il energy.
'-- ---..J.
IOIIG!!"
Can the eompany use "green" information technology to save energy and
reduee waste? Josh thinks so. Choose the eoueet term for each definition
given.
a) Energy thai electronic equipment consumes in the standby state.
1. monster watts 2. vampire power 3. ghost voltage
b) The moving images on a monitor don't save energy - they waste il.
1. screensaver 2. drag and drop 3. Icon
cl Computers and mobile phones that have been thrown away and
which contain poisonous substances.
1. equipment gift 2. handy hazard 3. taxie e-waste
d) Renting computer resources and services through the internet,
whieh reduces hardware and energy needs.
1. blue-sky thinking 2. cloud compuling 3. social networking
e) Sometimes called "electronic paper", this type of display does not
require backlighting, so il saves energy.
1. OlED (organ!c light-emitting diode)
2. LCD (liqUid crystal display)
3. POP (plasma display panel)
4/2009
GOING GREEN TEST
MIII!,,'
What are the latest trends in building that ean help to reduee damage to the environment?
Use words from the box to ereate the terms needed.
f) Automatically open office windows after dark, to let heat out and fresh air in with
Finally, the leam tries to get their termlnology straight when tal king about carbon. Can you help?
Choos! the correct expression 10 complete the senlence.
e) Adjust shading to keep out direct sunlight, which keeps offices
cooler.
,nllOD"
garden
lamps
night
roof
sereens
water
, ,
a purge.
el With landseaping, the top of the burlding reflects
less heat into the almosphere.
d) Build a rain next to the car park to absorb rainwater,
instead of letting it flow into the street.
b) Use grey from slnks for tollets and plants.
a) Replace light bulbs wlth eompact fluorescent _
a) The total amount of emissions you cause through your activities is your carbon footprint I
earben toehold I earbon handshake.
b) The most prominent greenhause gas (Treibhausgas) is called carbon diode I carbon dioxide I
earbon hybrid.
e) Planting trees is one method of earben offset I carbon offput I carben setup.
d) Carbon tops I Carben hats I Carbon eaps are limits on the amount of emissions allowed.
e) Hyperearbens I Hydrocarbons I Hypnocarbons are compounds found in oil and natural gas.
f) A company or city that reduces its net emissions to zero is carben neutral I carbon net I
earben none.
gl The exchange er path of carben as it meves through air, water, plants and earth is called the
earbon eycle I carbon capture I carbon trading,
Emissions-free transportation:
eyeling to work is good for
the environment
Answers
Tum;nc cwer a new Juf '=' das umkrempeln
1. Food for thDught
., tree-hlJllgl!l" (Umweltst:hiJtzer(inJ)
bJ OlJIrlic (Bio-, .ws bJoIof>sc1lem Anbaul
cl food mile$ KItI
dl bKldegJadab!e (btoIognd itbbautwl
.J composl
I) environment IUmWl'!M
d"""
2. WNt CM1 'ft da?
a' Use the $1<1115 inSlead oIllle 11ft (AufzUEl.
bl Don't keep the temperature too wilrm or cold.
cl M"ke 1I5e of natural light.
dJ Put more plants in the building.
e) Print as lew documents iIS possible.
Il Wrile on both sldes 01 a ,heet 01 paper.
11 Work 'tom home one day per week.
3, The four Rs
.) Re/ill: bJ Recycle; cl Recllarie (wuMeraufliJden):
d) Reduce: d Reust; fJ Replac!; e) Repair:
hl Rent
4. Abo\It lII! commute
., solar; b) hybrid; cl diesel: d) biofuel (Bioknft-
5(011), el hydrogen (WitssetstoM: f) e\i:1ClriC
5, Clun efIell)'
a) panels (Koi/ektfKen). bl photowltalc: cl sili_
con (Silizium): dl willd hlJbir'leS
laeeJ: e) rotor (RotOl'l;Iillten: fl wind farm
(WmdparkJ: &l hydroelKtrlc (Wasserkraft-):
h) Wilve5: i) tidal (Ge.mlren-); jl biomilss: k) land_
lills (Deponien); l) lleottlermal
6. Tech talk
01-2 (LeerlaufverluslJ
b-l (Bild'iChirmSl:honerl
c-3 (gesundheitsgef/Jhrdender Elektroschrottl
d-Z (Cloud-Cllmputlni _ ReclmerResourcen als
Dienstleitung im Internet nuf.ren)
1-1 (Organische Leuchtdiode)
7. A Iook at architeclUA!
al compact floresce"t lamps (efU
(KompiJlrflellehUlofflampe)
b) grey walM, iJeywat"t!1
cl roof landscaplllg
dJ rain garden rur
/lufr/illlme KItI Retl'fflWll$Sl!l)
e) shading SCfl!l!llS (Jalousien)
I) nigtlt purge Ablt.iJhlu"ItJ
8. Carbon eornpaundl
aJ carboo footprint fCOrFuBabdrudrJ
b) carbon dioxide
cl carboo offseI fCOrAuSileichsmaBnahmenl
lI) Carbon caps (Obergrenzen tOr den
COrAussloB)
el Hyd,ocaroons (KDhlenwasserstDff]
f) carbon neutral (COrneulran
&l Cilfoon cycle (Kohlenstolfkre,slauf)
rnPractise "green" vocabulary on Business Spotlight Audio
l'r3 Da exercises on this topic in Business Spotlight plus
1.....1For "green" expresslOflS, go to www.business-spotlight.delgreen
CAROl SCHEUNEMANN is an editor at
Business Spotlight. She also coordinates
Business Spotlight Audio. Contact:
c.scheunemannOspollight-verlag.de
14 BusinessSpotliglll 4/2009
QUIZ GOING GREEN.
HOW GREEN ARE YOU?
Wie sieht es mit Ihrem Umweltbewusstsein am Arbeitsplatz und zu
Hause aus? Gehen Sie sparsam oder verschwenderisch mit Energie
und Rohstoffen um? Mit unserem Quiz knnen Sie das herausfinden.
Tick the boxes that mosl closely match your behaviour.
AI work
1. 00 you cycle or walk to work?
2. 00 you take public transport or share a ride to work?
3. 00 YOU use and refill a coffee cup instead of paper cups?
4, 00 you use and refill your own water bottle?
5. Does lhe cafeteria toad come trom local sources?
6. 00 you print only essential e-mails aod newsletters?
7. Da you share copies of memos and documents?
8, ls your office oeither 100 warm oar too cold?
9. Da you use the stairs instead of the litt?
10. 00 you use natural light in your workplace whenever possible?
11. 00 you lurn off lights and computers when leaving the office?
12. Does your company recycle paper?
13. Does your company use local suppliers whenever possible?
14. Daes yaur company gel electricity from renewable sources?
15. Does your company recycle electronic wa.s1f::?
Total "Work" =
AI homo
16. Do you use online banking?
17. Do you use energy-saving light bulbs and appliances?
18. 00 you buy electricity or have solar panels on your house?
19. 00 you watch your use of water?
20, Daes your horne or flat have goad insulation?
21. Da you buy/sell things at flea markets or online?
22. 00 you rent, borrow and share things such as tools, bocks, DVDs?
23. 00 you repair products rather than throwing them out quickly?
24. 00 you use cloth bags wheo shopping?
25. Da you clean with natural soaps aod liquids such as lemon juice?
26, oe you turn off appliaoces rather than using standby mode?
27. Da you grow seme of your own food?
28. Da you buy food?
29. 00 you plan meals based 00 locally growo frutts and vegelables?
3D, 00 you compost plant and food waste?
Total "Horne" =
Always Sometimes Never/Don't know
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0
[]
0
0 0 0
Always Sometimes NeverlDon't know
0 0 0
0 0 0
0 0 0
0 IJ 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
Total "Work" + "Horne" =
ap'pliance Gerat
fatigue {h'li:g) __"_Odigkeit; Verdrossentleit
ffea market I'ni: Flotimill1ct!-__
insulation l,lnSjU'IeIJ>nJ Isolierung
11ft (hfl] UK Aufzug
liBN bulb ('1P11 b...Jb] GIOhbime"--__
manie BIl)- _
public transport ffenlliche Verkehrsmittel
(,p...blJk 'lr.en'U!:l:I] _

solar 'pa:n'l! Sonnenkollektor
... Umwellschtzer(in)
wute [WCISI] Abfall
4/2009
How did you da?
Adel up poinb for rour AIw3y$. 2 points, SomelOmt:S. 1 point: N_IOon't Kroow ..
o polO1$. Look at)'DUI polOI5 for 11. and B befe-e)'Ol.l add them IQietller fa the total. Is tllere
a blg dltference between how llJeen)'Ol.l are at work aod at 11ome?
45 _ 60 polnls: )OO're a !rtt-!JtJSil'f. Da)'OCl tJao.oe tlpo; 10 irYe on llJet!f1IMf1i aod worklng1
30 - 44 points: you're eilrth-frlendly. YOII do whal you cao. are usuilll)' ecoloQ;lcall)' aware.
bul haven't moved on 10 lhe bli problems yet.
15 _ 29 points: )'DU're semi-<lfgantc. You like the klea of IlOIOi llJeen, but il's someUmes IoD
much lrouble.
Fewer than 15 points: you're envlfonmenlally neutral. You may be feeling green - in
olher words, you Ihink "going is IoD much trouble. IoD upenSlve, Of simply nonsense..
(]J listen to views from the US al:>out "going green" on Business Spotlight Audio
Business SpoItight 15
A lesson from
Denmark:
wind energy
may not help
the economy
Hohe Subventionen sollten nicht nur in die Anschaffung, sondern vielmehr in die Forschung und
Entwicklung effizienter Umwelttechnologien gehen. BJ0RN LOMBORG berichtet aus Dnemark. DU I i
T
hiS Deeember, thc eapital of Denmark will huiI
global politicians and negotiarors as they gather
to diseLlss the follow UD treaty co thc failcd
Kyoto Protoco1. The meeting in Copenhagen
has already become the focal poiar for those who wish
to see a "green revolution" wirh big investments in
renewable energy_ They a.I.gJ!t. rhat this could open
huge new markers. These views, not surprisingly, are
srrongly expressed by business leaders who fu:u1ff such
subsidi
es
.
My own couarry, Denmark, is an example af the
weaknesses in this argument. Early on, it provided huge
subsidies for wind power, building thousands of in-
efficient rurbines around the country from thc 1980s
onwards. Today, it is often remarked that Denmark pro-
vides every third terrestrial wind turbine in the warld,
creariog billions in income aod jobs.
A few years aga, however, the Danish Economic
Council did a full eyaluation of the wind-turbine in-
dusrry, looking not only at its beneficial effects on jobs
and production, but also the subsidies that it reccives.
Tbe 00 effect fot Denmark was found to be a m1i1ll
cast.
The important point is that many green technologies
are not cost-effecrive, at least not yet. If they were, we
wouldn't need to subsjdizc them. The standard reply to
rhis is that green rechnologies may seem tO be more ex-
pensive, bur that the price of fQS.<;il fuels does nor inc1ude
the climate costs. Tbat makes same sense. Sinee fossil
fuels coorrjbure [0 global wanning, standard econom-
ic rheory suggesrs we should ta..x them according ro thcir
toral negative effecrs.
But this would not make green technologies more cf
ficient. It is argued that higher faxes and subsidies are
the besr way ro increase ..&I2 in new, cheaper rellew-
able energy sources. This is umrue. During [he period
16 Business Spotlight
of massive investment 3ssociated wirb rhe Kyma treary,
the investment of participating cOltntries in R&D as a
percenrage of .Gl2r has fallen.
lf a country invests in inefficient solar panels, mOSt of
the mOlley will go to buying the physical panels, where-
as only a very small part will go to R&D. lf countries
wall[ more R&D, they should spend direcrly on ir. This
could be a more effecrivc way of dealing wirh global
warming in {he langer ron.
Finally, Denmark is often used as an example ro show
that high carbon-dioxide taxes and subsidies for green
"The important point is
that green technologies are
not yet cost-effective"
technology will acrually do good. After all, ir is argued,
Denmark's CO! emissions have remained rhe same,
while it has enjoyed 70 per cent economic growth since
198-1. Ver, during the same period, US emissions grew
29 per cent more and GDP 39 per cent m o n ~ rhan Dcn-
mark's. The simple trllth is, C0
1
cutS and subsidies
don't nccessarily mean a standsti11 in growth, bur they
probably do mean slowet economic growth in general.
The meeting in Copenhagen in Decembcr should not
bc about blQated subsidies foe inefficienr recbnologies,
bur abour effccrive invesnnenrs in future breakthroughs.
Thar is rhc way ro deal wirh global warming and ro sup-
port a truly dynamic ccooomy. GI
BJ0RN LOMBORG is thc author of The $ceptical
Eavironmentaljst and -Cool It. He is director of the
thjok tank Copenhagen Consensus Center and
adjunct profesSQr at Copenhagen Business $chool,
4/2009
DID YDU KNDW?
The Danish wind-turbine industry is the largest in the
world,
Wind power provided 19.7 per cent of Denmark's elec-
tricity in 2007, a higher percentage than in any other
country.
Almost half of the wind turbines around the world are
produced by Danish manufacturers,
According to the Gini coefficient, a standard measure
of wealth distribution, Oenmark had the world's high-
est level of jncome egualitv in 2005,
[Q] You cao listen to thls columo on Business Spotlight Audio
1.-1 For more country files, visil our Files" section at
www.business-spotlight.delintercuftural
SWEBEN

t I
,
...""",
't--i . Aarflus
Denmark Co
N
+
Population: 5.5
million (2009 est.l
Population growth
per year: 0,28%
(2oo9 est.)
Main religions:
Evangelicalluther-
an 95%, other
Christian groups
3%, Muslim 2%
Population mix:
Danish 97%, oth-
ers (incl. Turkish,
Iranian, Somali,
German, SCandina-
vian) 2%, Faroese
and Inuit 1%
Age structure:
0-14 years: 18.1%; 15-64 years: 65.8%; 65 years and
over, 16.6% (2009 est.)
PEOPLE
GOP: $344.49 !illJ.lQn {2008 illJ
GDP per head: $57,207 (2008 est.)
GOP real iD.D..LIA! growth: -1.1% (2008 est.)
Inflation (consumer prices): 3.5% (2008 est.)
pubric debt: 21.8% of GDP (2008 est.J
Unemployment rate: 2% (2008 est.J
Import partners: Germany 21.6%, Sweden 14.4%, Nether-
lands 7.1%, Norway 6%, China 5.4%, UK 5,3%, Italy 4.1%,
France 4% (2007)
Export partners: Germany 17.4%, Sweden 14.5%, UK 8%,
US 6,1%, Norway 5.7%, France 4.8%, Netherlands 4.8%
(2007)
Internet users: 3.5 million (2007)
GENERAL
ECONOMY
POLlTlCS
Offieial name: Kingdom of Denmark
Nationality: Danish
Capital: Copenhagen 1.2 million (2008)
Main eities: Aarhus 237,551. Odense 158,163. Aalborg
121,818, Esbjerg 70.880. Randers 59,565 (2008)
Official language: Danish
Other languages: Greenlandic (an Inuit language),
German (small minorityl. English is the predominant sec-
ond language
Country telephone code: +45
Internet domain: .dk
Time zone: Central European Time
Currency: 1 Danish krone = 100 l'lre (l.OO = 7.44 DKK)
Offieial travel guide: www.visitdenmark.com
Head of government: Prime Minister lars ll:lkke Rasmussen
(from April 2009)
Type of government: constitutional monarchy with a repre-
sentative democracy
Officia! government website: VJIWW.denmark.dk
BIP (Brutloinlandsproduktl GDP (gross domestic ptodUl;tl
negoliatGr [m'lli,tJ[Jell;l/
net [nct]
public debt [JlAlIndabhk 'derl
R&D (research and developmentl
1,0:.;10. 'di:J
small cost: be a -- (sm:.:! 'tost)
[,d,i: di: 'pi:] hast sb, [h::N.JS2 Gastgeberjinl fin jmdn. seID
iocorne equalltY. ['mk:Am i,kwul<lIil __
in the lQ..ng(er) run [m 13..Qgerlrislig
live off sth. I'hv of] von etw, leben; hier: Nulzen
aus einer Sache ziehen

Netto-
Staatsverschuldung _
F&E {Forschung &

hier: geringe (Mehr-)Kosten


solar pi!;nel !,s;w'lb 'pa:n-I] subsidize slh, ['sAbsul;llz] elw. subventionieren
subsidy ('sAbs:xlil Subvention
terrestrial Erd-; hier: an land
['l:Irok ta.'uk] Expertenkommission
turbine ['IJ:b111n] hier: Windenelgieanlage
jhrlich
den Standpunkt vertreten,
(dass), 7==
elw, mit einer Sache in--
Verbindung brl.r:!gen
positiv, 'o'Orteilhafl
Milliarde(nl
aufgebl&ht
betriebSW1rtschaflliche
Hochschule oder Fakultt
Kohlendioxid
zu einer sache beitf?:lgen
Umweltschtzer(in)
ScMtzung
Auswertung, AnalySe
Frisch
Fokus, Blennpunkt

fossiler Brennstoff
lehrbeauftragte(r)
annual L'lI:nju;,l]
argue (Ihatl ['u:yju:l
bloated ('bl:)lJud]
business school ['bl.Lll;)S ,sku:l)
associate sth. wilh sth. [J\;><Jsictt WIO]
benelicial Lbenr'fII>11
billion ('bllj;lnl
t.lrbon dioDde dal'olsard]
contribute to sth. [bn'lnbju:l ,IU:!
ermronmentallst 110., Yal"r.ln'mcnt >tISI!
est, (estimale)j,'eslrillat]
evaluation li,vlClju'cII>n]
Faroese [,fe:lF.NJ'i:z]
['f:llJk:-! ,pJmt]
fossil tuel Uns'l 'fju::ll]
412009 Business SpotIigbL 17
GOING GREEN BUSINESS TRENDS
THE FUTURE OF GREEN
Ob in der Politik oder bei der Industrie: Grn zu denken und zu handeln ist angesagt und sollte auch
noch Gewinne einfahren. VICKJ SUSSENS-MESSERER ber die Chancen und Gefahren. M,!j lIIh i
I
magine a eity with no ears and no earbon emissions.
_ Ir is a city so beautiful that ir lifts the spirits, yet ir
. runs on thc laresr technology. Ir has a11 rhe charm
of an old Arab village, yCt is home ro 1,500 busi-
nesses pioueerinl; a green revolution. This is no
dream. Masdar is a city rhat IS being built in Abu Dhabi,
and jr will be finishcd by 2012 (see box below). h IS
part of a multi-.hi.I..fum doUar project tO rurn the oil-
producing stare imo a leader. It is also
avision for a future world wheee people's needs are in
harmony wirh those of rhe earth. This vision is now be-
ing promised by globalleadecs in the form of a "green
industrial revolution" [Q take their counteies out of ce-
cession. But this has been promised befoee. How real is
ir this time?
Following the eise in oil prices in the 1970s, govern-
mentS made big plans to invest in alternative energy, car
makers began to huild fuel-efficienr cars, while big
vestments were made in ethanol. In 1979, the then U$
presidenr, Jimmy earter, installed solar panels on the
White House roof.
But when oil prices began to fall in the 19805,
governments quiedy dropped their green plans, ethanol
projecrs in Iowa collapsed, and in 1986 the White
House solar panels were removed.
The world's arrempts co "go green" have rypically fol-
lowcd this SIQp--starr pattern, with interest rising :lOd
falling wirh the price of oil. "This is a fairly new aod
eyelieal business," says Rob Wylie, a parmer ar WHE
Milliarde(n)
BI'" ---
Kohlendioxidemissionen
go green [,9;)1) '\In:n}
billion
bubble ['b"Ml.-
carbon emissions
IJ!!!!J"D] _
consuJUnls [bo's.\lt;,nISI
contribute sth. [k:;m'tnbju:t] etw. beitragen__
['slk!!!.:1L --.-.-lY:!illsch
dot.com Ldm'knm] Internet-
facility [r.'slr;,li]
Federal Environmental Ai:enty Umweltbundesamt
mvul>r:ln'mcnpl __
!!>re<:ast sth.l'hko:stJ__ __elw.
fuel-efflelerlll'fju:::>li,fII"l11] mit niedrigem
___ Spntverbrauch
konsequent umweltbewussI
handeln
rush etwa: IIa-Rausch
housine ('haul.l!lJ
hype (ha!I!l- ---wirbel, Tamtam
low-earbon ---kohlenstoffarm:
___ hier: COzarm
mania _
oil-shale ..1di,prlZlt] __O_lschlefervorkommen
__Fuganger(inl
pionl!t!r sth. [,pam'rl';o] den Weg fr etw. bereiten.
Pionierarbeit fr eine Sache
leisten
raise (money) [reiz] __ -------.JGeld) beschaffen
renewilble [n'nju:;Jlyl} erneuerbar
separate the wheat from the chaff die Spreu vorn Weizen
['SC:p3n:1l ,,,i:! fmm 1\;1 'tfo:f] trennen__
Sonnenkollektor
stop-slart pattern MU5ter des Immer-Wleder-


trillion ['trIlj::>nJ___ B,lIion(en)
turnover ['t:.t:n,:Nw)] -----.!J.psatz __
venture ['ventJ)] Wagnis, Risiko; hier:
Risikounternehmen
Abfall
A golden city
M
asdar, a city in Abu Dhabi that was planned by star archl-
tects Foster + Partners, is being calied the city of the
future. It will have no cars and no carbQn emissjons, and al!
:tiaill products will be recycled. Sy doing a logical analysis
of the way people live and work, and of traditional architeeture
and the Jocal climate, a great deal of energy will be saved nat-
urally, according to Fester. For example, houses will be built
elose together to ereate shade. The eity is also situated to
catch cool sea breezes. lnfrastructures have been carefully
planned so that no one is farther than 200 metres from essen-
tial facilitles. Most of the fully automated, electric pubtic
transport system will be underground, leaving lhe streets free
for pedestnans. And the city will be powered by solar and other
renewable energies.
18 BusinessSpolligtll 4/2009
11.000
The interest in
"going green" has
10000 risen and fallen
........................ .....................,........................................
with the oil price
9.000
8.000
..................................................................... , .
Vemure Parmers, whieh invesrs in "cleamech" firms.
Parts of thc markee also regularly cxperience whar
Wylie calls "bubbJers", where the priee of investment is
much higher chan its value. When realiry sets in, the
bubbier collapses.
"Eco Mania" i5 how Forbes described the reoewable
energy bubbIet in 2007. In thc [hree years befare (hat,
the neId had attractcd $53.hilliml in private capiral for
ethanol production, windrnills, solar panels and law-
.ur..b.un cnergy sourees. Taking advantage of rhis mania,
one firm, Digital Gas, ~ $22 million after prerend-
iog to have faund a way to ger oil (rom oU shale
deposits. Tbc Qwner was faund to have spent most of
the mney on renvating his horne.
Recent books with titles such as Green to Gold
and Billion Dollar Green: Profit {rom the Eea Revolu-
tion (see box, page 22) show that the green r u ~ h is still
strong. Same warn that it eould end in II burst b.Y..b..bk..
Last year, in Harper's Magazine, American market an-
alyst [rie Janszen, who runs iTulip Inc., described the
conditions that cause a bubble and said they were ro be
fauod witb alternative energy: he said that, as with
housiol:; in the 1990s, the new bubblc industry must
4/2009
A lastIng trend? Will the current boom in green
technology prove to be lustalnable?
already be growing beforc the old buhble collapses.
Thcre must he tax llnd ather adv<}ntagcs for those in-
vesting in the sector. And, finally, thc indusrry muSt be
popular, irs namc on the lips of governmcnt leaders and
journalisrs.
"'Tbc onJy way [for modern cconomiesJ to get out of
a bubbte is to creare a new one," saysJanszcn. Yet, when
the dOLcom bubble burst, ir did not kill the IT industry
and the end of the housing bubble has om killed that
market. lndeed, a bubble often separates the wheat
trom thc chaff. So, if we look beyond the ~ of thc
green bubble, what is the genuine growth? And has
green rechno!og}t now reached a tjppjnc pojnt that
could end the srop-starr cyc1es of the past?
According to a study done by Roland Berger Srrure-
gy Consulrams for the German Federa! Environmental
Agenc}', rhe global c1eantech indusrry has grown by
46 per cent since 2002. The srudy forecasts further
growth of 5.4 per cent a year unril 2020, wben ir could
reach a turnovcr of 2.2.rr.ilJ.liill. In Gcrmany, environ-
mental technologies contrjbure four per cem of thc to-
tal rutnover of all secrors, and Roland Berger cxperu
the marker for environmenta! rechnologies ro overrake
rhe country's traditional industries by 2020. ~
BusinessSpotlight 19
GOrNG GREEN BUSINESS TRENDS
Interview
"It you have waste, it means you are using
resources inetticiently"
Rab Wylie, a partner at WHEB 'ie..n1l.!.re Part-
ners (www.whebventures.co.uk) in london,
which invests in "cleantech" firms and also
has offices in Munich, talks about the market.
What are the current growth areas in c1eantech?
These are in areas addressing resource constraints in energy,
water and foOO. If you have that means you are using
resources inefficiently as weil as wasting money. So we've in-
vested in firms that recycle waste or reduce its production.
Another growlh area is new waler technologies for irrigatIon
control, water conservatron, processes for f!Oding as weil as
and water-distribution systems. Around 70
per cent of water is used in agricutture, yet same 30 per cent
is lost through leaks in lhe distribution system. This is a huge
problem in dry countries. There's also a lot of development
going into smart grids, wh ich make more efficient use of elec-
tricity. They're slarting to enter the market, and there's a lot
of money going into their development, especiaJly in the
US, where IBM and GE are active in this area. Another big
focus is electrical grids. The questions are whether to fix or
replace them, how to connect new energies to them, and how
to avoid lasses of electricity through transmission.
Are companies that green technologies small or large?
They are mostly smalI, with lhe potential 10 become large.
Although much of the current foctls is on clean
energy, WHEB's Rob Wylie says rhat c1canreeh is abom
industrial dficiency <lern"s the board, Alongside renew-
able energy and energy efficieney, rhe main growth
areas are sustainable water management and food
produetion, sustainable transport, resouree and materi-
als management and waste management. "There is a
huge number of new business opportunities being devel-
opcd every day in all rhese areas," \Vylie says. "It's a
very dynamie market for inventions."
Thc Clealltech luvestme1lt Monitor, produeed by the
Cleamech Group of investors in [he US, is also opti-
mistic. "Over the past six years, the c1eantech invest-
ment category has grown from a to a mainstream
growth seeror," says the repoTt. It found [bat global
ycnture eapital illveSted 111 green firms reached arecord
$8.4 billion in 2008, 38 per cent more rhan in 2007. Al-
rhough capiral inves(ments were slowing, the reporr said
a number of faetors were protecting thc industry in the
USo One faeror is that, encouraged by ncw tax credits,
established utjljries are beginning to invest in aod test
modern, clean rechnologies. The Eleetric Power
Research Institute, for c..xample, has started an initiative
tO get its members (who provide 90 per cent of US elee-
20 BusinessSJXldiglu
Small firms are flexrble and can develop things quickly. But
once the technology has been developed, you need a bigger
eompany with a broad mix of experieneed people to handle
praduclion and marketing.
How do yau make sure yau are making a good investment?
We invest at the stage where the technology has been lesled.
However, that does not exclude markel risk. So, the key for
us is to find out what the real demand for this type of tech-
nology is. lt may seem obvious to you and me why people
should buy it, but that's not neeessarily the case in the
marketplace. For example, we've invested in an irrigation-
contral business that allows twice as much to graw,
using half the amount of water. However, we've found thai
farmers are not used to having such high-precision control of
their irrigation. That's why there's often a eultural block.
Is there a product that has particularly impressed yau?
The Bowman Power Graup in Southampton in the UK has de-
veloped a way to re-use the 35 per cent of energy lost thraugh
the exhaust of diesel engines and generators. The power
can be sent back to the engine or used for other systems. The
company is currently working with global truck manufaetur-
ers as weil as the trattor firm John Oeere. But it also has
potential for generators used by people living without elec-
tricity, such as in large areas of Afriea.
trieiry) to add solar thermal collecrors co their fossil-fuel
power planrs. Br lowering the supplier costs and im-
proving effieicney, there are higher profits for the uril-
itie..., and a cleancr environment, says thc repoTt.
Perhaps the strongest current support for
green technology comes from world leaders - in par-
tieular, US Presidenc Barack Obama. As part of the US
Cisal stimulus, his govcrnment will invest $150 billion
over ten years ro promote, among other things, bettet-
insulated hornes for the poor, more sustainable commu-
nities, a digital e1ectrlci[y grid, safer nuclear energy and
eleetr!e vehides. Aceording to rhe global bank I-ISBC,
12 per cent of rhe US fiscal stimulus has been planned
for green teehnology. Yct this figure is small eomparcd
tu thc 34 per cern of China's fiseal stimulus thar is be-
ing spent on green measures, and a massive 81 per cent
in 50mh Korea.
\Ve eould be sceing the start of an imernational race
to pioneer new green teehnolagies. As Janez Potoenik,
the EU commissioner far scienee and research, recent-
Iy wrote in Handelsblatt: "Obama has energy right at
rhe rap of his to-do list. China, India aod Sourh Korea
are quiekly catehing up in the areas of scienee and tech-
4/2009
The way to go:
an electrlc car
tanks up In
central London
nology. We therefore need thc rotal cOlllmitwent of EU-
member stares [ta go green I; not just 'yes, we can', but
'}'es, we must'." At arecent European business summit.
business leaders said that, despite the recession, EU
firms would remain world leaders, but that Europe
must work harder to artracr venture capital.
According to Bart Diels, investment djrector at
GIMV, a venture-capital firm in rhe size of an
average U$ deal is [\Viee that of a European deal. He
says Europeans tend ro invesr onty after a rechnology
has been rested.
For this reason, the business leaders said,
public-privare parrnerships were partieularly impor-
tant. Sccptics, on the other hand, warn against tao
much govemment invotvemcm, believing it can be
counrerproductivc. FOt example, the Danish environ-
mental weiter Bjorn Lomborg (see page 16) that
subsidjes, panieularly in wind power, have led to more
money being spent on rurbines than is invested in im-
portant research.
But there is another change eonrributins co a poten-
tjal green tipping point. Danie! Goleman, in his new
book Ecological Intelligeltce (see box, page 22), sa}'s
that thc young scieee of industrial ecology is making it
easier CO evaluare thc environmema! and health effeers
A CLOSER LOOK
Industrial ecology, a science that first became popular in
1989. sees the Industrial process as ereating its own ecosys-
tem, whieh is often in eontliet with natural systems. Industri-
al ecologists study the relationship between technieal, man-
made systems and the environment. Their werk is
inereasingly important as producls and supoly chains have be-
come increasingly complex, making it hard to determine the
environmental footprjnt of a company'or its products.
fossil,tuel [,fos"'1ju:"n
i1CfOSS the board [;>,hns &I 'bJ:dL-
__
c.kh up
commilment [IdmllmanlL-
constraint [bn'strcmtJ
1..k:tonl apra'd,\kl IVI
electridty Irid H!:!.'!L
sth. [i'vreljllcJI) __
exhaust
fiscal
footprint l'futPfllll}
auf breiter Front
den Standpunkt vertreten
aufholen
Verpflichtunli
Beschr3nkung
kontraproduktiv
Stromnetz --
etw. bewerten
Auspuff
hie!: AnreizprOllramm
FuBabdruck (die Umwelt
beemflussetlde
-..!::!intetlassenschaftenl
(miO fosslle{r.nl
Brennstafflen) (betnebenl
isoliert
investment director l!.n'vCSlrn;}[lt d;>,rekt:>j Leiter
_
leak lli:J.:) Leck
!f)ainslream ('mcllIstri:m] etabliert
monitoLsth. ('momt& etw.Oberwachen
niche Ini: __ Marktnische
pioneer sth. 1,p3I;>'D1a) den Weg fOr etw. bereiten.
Piolerart>e11 fOr eine
Sache leisten

public-private partnership
l,p.,bhk,praIV"1 'pa:ln"flp]
research (ri's3:tfl.-_
smart grid [,smu:1 'gfld]
solar tllermal coUeelor
[,S:lO!;l k:>'lckt;>J
subsidy ti...bs:x:lij
supply chain Ifern]
sustainable [s,,'slem:>b'J]
lax credit ['t",ks ,uCdlll
transmission
lurbine --
utilities (jU'UI:>liz]
vehicle
venture ['v"nlJ:>]
venture capilal
LYl'nlJ:l ,k<t:plPIJ
waste
WlIter conserration: technologil!'S 101' __
[''''':1:1<1 kon';>,vcIJ'JI]
__Kraftwerk
Partnerschaft zwischen
ffentlicher Hand und
Pnvatunternehmen
Forschung __
-----l!JteUillentes Stromnetz
thermischer
Sonnenkollektor__
Subvention

zukunftsfahlg
Steueranrechnung,
-absetzungsmOg!ichkeit
Welterleituni-
Windkraftrad
Versorger,
Verwrsungsunlernehmen
__Fahrzeug
Wagnis. Risiko: hier:
Risikounternehmen
Risikokapltal
Abfal!, Mll

4/2009 BusinessSJXltliglu 21
GOING GREEN BUSINESS TRENDS
of a product right throughour its life. As consumers ask
incrcasingl)' toughcr quesons ahout a praducr's or
firm's envjronmemal credentials, "'this is going to have
a radical impact on how we do business," sa)'s Gole-
man. Time magazine receml)' ea1Jed ecological intelli-
genee Olle of the ten ideas currendy changing the world
as wc know ir toda)',
But more is needed before one can ralk about
a trul}' green industrial revolurion. For any indusrry CO
graw, there must be easil)' available capital for innova-
tion. Universitics and rechnical instirutions must provide
formal training and research. There must be knowledgc
sharing and a fransfer of skills wirhin coumries and
aeross oorders. Tbere is a need for public-awareness
campaigns ro ger marker acceptance for the new prod-
ucrs. There musr be strang lobbies [0 promore rhe in-
terests of the industC}" and governmems must-make in-
relligem invesrmems in iJmovation and training. And
thcre is a need for skilied workers. As Albert Thumann,
the exccutjye djrector of the Association of Energy
Enginccrs (AEE) in the US, reported: "Thc need co de-
velop qualified energy professionals servicing [he green-
energy marketplaee has never been greater."
Whcn the revolution comes, ir may weil starr in the
cast. Tbc deserr ciry Masdar, whieh means "source" in
Arabic, aims tO ereate a broad range of innovative green
industries that will "generare a f10w of new
ideas, technologies and advances," says the iniriarive's
cbairman, Ahmed Ali AI Saycgh. Tbc fact that this oil-
producing country is planning to build an environmen-
tal Silicon Vallcy is a strang signal of cbange. But those
running after thc new green gold must be patient; it will
be a while beforc it replaces black gold, GI
Ecological intelligence
will radically change
h.ow we do business
22 Business SjxltIighl
The trouble with green
A
"green" business, industry or technology is under-
stood to be something thaI does not harm the
environment or the health of animals or people. It is
also sustajnable, meanmg it uses resources wisely, so
that they remain available for future generations. Sut
what seems environmentally friendly today may prove
later to be the opposite. Some green aetivists say tech-
nology cannot be called "green" because all tech-
nologies involve human and natural exololtation.
Last year, for example, the Scripps Institution of
Oeeanography at the University of California at San
Diego published a study showing that a greenhouse gas
released during the production of solar panels, called
nitrogen trifluoride {NF3l. is about 17,000 times more
QQ1W than carbon dioxide, A number of industries
have used NF3 because they thought it was less harrn-
ful than perfluorocarbons, also powerful greenhouse
gases.
Biofuels were also initially regarded as being green
because they are made from plants. However, to make
space to grow the soya and palm oil needed to produee
the fuel, natural forests and grasslands have been
destroyed.
advaoce [;xl'va:ns] Fortschritt, Verbesserung
biofuel ['biu:.u,fju::.IJ ---BiOkraftsloff ---
urban dioxide uiu'nk!;aldJ
chairman Vorsitzender
engineer [,c:nd31'nlOIJ __lntenieur(in}
environmental credentials nachgewiesene
[lVal'I;,n,me!1l'j Umweltvertrl'!glichkeit
exec:utive director geschaftsfhrende(r)
l!9,zckjutIV Oireklor(in)
Ausbeutung
greenoouse gas l,9[i:nhaus 'ga:sl __Treibhausgas ===
nitrogen trifluoride (NF3) StickstofftTifluorid (NF3)
I,illfr;xl,,,n
stark

sttt. [ri'li:sJ eIW. freisetzen
solar panel 'pa!n>lJ Sonnenkollektor
steady ['stc:diJ --best3ndlg, kOlltinuiertich
sustainable nachhaltig, zukunftsfl'!hig
Further reading
Green 10 Gold, Oaniel C. Esty, Andrew S. WinstorJ, Wiley,
ISBN 978-0-470-39374-1, t17,90. *
Billion Dollar Profit from Eco Revolution, Tobin
Smith, Wiley, IS8N 978-0-47034377-7. 24.90'-
Ecological Intelligence, Daniel Goleman, Penguin, ISBN
978-1-84614-1805, 26.95/'
CJeantech Monitor, 2008 Annual Review, a ftee
downtoad, by the Cleantech Group, http://cleantech.com
4/2009
MY WORKING L1FE GOING GREEN.
Horne: My family and I live in Northcore, Melbournc.
Age and family: I'm 45. My partner, Nat, and I have rwo
children, Tali und Mia.
Current job: I presendy work as Campaigns Coordina-
tot Olt Friends oE the Earth (FoE) Australia.
MWM
Umweltaktivisten sprach SARAH MANN.
Viel Idealismus muss der Australier aufbringen, der in
Melbourne fur Friends of the Earth arbeitet. Mit dem
CAM WALKER
Reasons for choosing the job: I believe (hat life is not a
rehearsal, :ll1d I don'( want to waste ir in a meaningless
job. Good work defines us, aud I've been a volunteer
enyjronmcmal acrivjsr since lieft school. [ came to foE
Ausrralia because I w3nred [0 work in an rhat fo-
cuses on action, bur also undersrands the necd for en-
vironmenraJ solurions (hat are gaod for people.
Would other people want this job?: Yes, bur the pay
isn't great, whieh is why I also teach environmemal pol-
ides at the Universiry of Melbourne. To work here, you
need good stamina and motivation. Thc office is chaot-
ie - it's about 30 per cent tao srnall for the people we
have, and we all work \'cry hard. No one is here JUSt for
the \Vages.
Favourite part of the job: I work at a11 levels - with 10-
eal community groups, and also at state and national
levels. Sometimcs I artend UN conventiOllS. This gives
me a grcat range of experienees, and I've sccn many dif-
fcrem sides of
Least favourite part of the job: Eynd-rajsjni: - it's not
my strength. It can also be demaralizing tO realize (har
the environmenral mo\'cment can only slow down but
nm srop the earrh's destruetion.
What I'm most proud of: \XIe ance managed ro SfOp a
uranium mine that was planncd for Jabiluka in Aus-
tralia's Norrhcrn Territory. 111is was a fantastic vicfOry
for the local people, the environment and sustajnable
development.
Biggest mistake: Ir rook me a long time to realize that
managing projecrs is 90 per cent about warking rela-
tionships wirh pcople, and only 10 per cent abollt the
results. I nei:leetcd (he human side of things for toO
long.
Skills needed: Good time-managemem skills! We offen
work on up tO ten projecrs at aoee. YOIl also nced projccr-
management, scrategic-planning and skills,
as weil as the ability fO spcak in public.
Main changes in this job: The organiza{ion has grown
a lot in my time here, and we're conrinually taking on
new issues. So I need tO be informed of the larest devel-
opmenrs in each issue, as weil as plan for those big ones
coming up over the horizon.
sich abseilen
Konferenz, Versammlunll_
UmwelfakClVISt(in)
absell!':l:bscl'll
convention
environmental atUvlsl
I!nval'nn,mcnpl 'a:tuvIS1)
tund-raising Mitlelbeschatfung
issue..bJu:] __Thema, Frage
denkwrdig _
nea:le<:t sth. etw. vernathrassigen
nelworking !'nclw::.:kIU] Kontaktaulbau und -pflege
NGO (non-governmenlar organizatlon-'- NRO (Nichtregierungs-
\,en d3i: 'JoU] __organisation)
nuelear test site 'teSI AComtes!geI3nde__
rehearsal [ri'h:l:s>l] __ Probe(lauf)
Durchhallevetmllgen
sustalnable (s;r'slemWl] nachhal!!i
take on sth. flello; 'Oll] etw. Obemehmen: hier: sich
ell'ler Sache zuwenden
iipplng point p:llnt]_
!!!.anium mine [ju"rcl;;I1T\ nmln)__ Uranmine
volunteer [,vobn'lI;>J ehrenamtlich
Most memorable days at work: \XIhen, after working on
an issuc for years aod feeling like you're getting
nowhere, rhere is a [ipping wim, and [hen change starts
to happen. And, of some of the activist expcri-
coces. I've abseiled off rowers in chemical facrories, oc-
eupied ships [ransporring wood from our old forests,
and sat in trees to srop forests bcing cut down. Onee, a
group of us walked ontO the !Juclear WH sire in Neva-
da in the US duting the countdown ro an underground
nudeae explosion. We weren't enrirely SUfe the)' would
stOp the test. Luckil)' for us, {hey did!
Ambition: I would like ro work in government or in a
company that inspires me. That would give me anoth-
er view on envirolllllcnral jssues. (]I
4/2009
GOJNG GREEN WATER MANAGEMENT
BARRIERS TO ENTRY
Seit Jahrhunderten kmpfen die Niederlande gegen die Aut. Der Klimawandei knnte daraus einen Kampf
ums berleben machen. LEILA BBOUO daruber, wie man der Bedrohung Herr werden will. t6!!mlltl
are illcreasingly realtzing that, even if industrialized
countries mOlke deep cuts in I'rccnhousc-gas emissions
in coming decades - something that i5 far from certain
- the carhon dioxide already in ehe acmosphere means
that temperatures are still going ro increase enough tu
meun major problems in parts of thc world.
Coastal areas Iike much of the Netherlands,
hcavily populated river deltas such as on the Gane.es
in India, aod small islaod nations are especially at risk
from rising sea levels. Millions of peoplc live in uopro-
tected river deltas aod coastal areas, according ro a
United Nations srudy. Thus, some environmCntaljsIS are
recommending that cOllnrries focus more of their effom
on preparing for thc consequences of c1imate change.
"lr's alread)' too late tO some seriOllS conse-
quences," says Manish Bapna of the World ResOllrces
lnstirute in Washingron, D.C. "We must learn ro adam
IQ. a warmer warld."
The Durch effon ro modernize their flood-control
system began in 2007, whcn the government af the
T
hC Durch are working on a plan to improve
their flood-conrrol system because chey're
: afraid that rising sea levels from global warm-
ing will threaren their low-lying cOLlntry. The
effurt, which the governmenr says cuuld cast
1 .b.i.llill.n a year through 2100, would inc1ude massive
public works, such as raising and reinforciog
barriers.
One proposal recommcnds improving the ru.affill
defcoscs of Ronerdam, Europc's largest container pon,
which could find irseU under water as sca levels rise. An-
other proposal would be to d..J.I..m.J2 millions of tons of
sand off the Nonh Sea coast within the coming cenru-
ry ro extend the shorelioe OUt as much as a kilometer,
further protccting populated areas from floods.
In addition to massive iofrastrucrure projecrs, the
Netherlands is also using new technology in its
cemuries-old battle against floods. For example, Durch
engineers and the company International Business
Machines (IBM) are tesring a sYStem of sensors that
could ODe day replace thc army of volumeers that now
is sem Out during srorms ro visually inspecr the stabil i-
ty of the nation's dikes.
IBM is also helping [0 build a sofnvare system tbat
collects and analyzes weacher, rrlinfall, and water-level
dar3, and uses the tcsults [Q advise local guvernments
and teams abom flood threats and
cvacwuion plans.
"We have the best system of flood ptotecrion in
the world roday, bur we ha ve ro start preparing for Ehe
furure," sa)'s Cees Veerman, who hcaded a governmenr
commission that recommendcd modernization of the
nation's flood-eonrrol systems. "Climate change and ris-
ing sca levels wiJl .a..ffm our coastal defenses and our
rivers," he sars. "We must take action now to
that our citizens are safe in the centurics ro come."
The initiative i.s likely to reach tar beyond the shares
of this country of 16 million rcsidents. The Dutch are
leaders in water management, and thelr scienrists,
eo\:jneers, and drcdgjog companies work in arras
threatened b)' flooding around the world. Durch engi-
neers traveled to New Orleans after Hurricane Katrioa
to stlldy why the kYta broke, and have also advised
governmcnts io Vietnam and Bangladesh.
Such expert skills are likely ro bc in high demand as
cOllntries are forced tu deal wirh majot changes caused
by global warming. Climare sciemists and politicians
24 BusinessSpotlight
adapt to 5th. [;o'da'pt tul
aHect sth. [.. 'fekt]
as we go along [a:z wi; ,900 ;>'b:Ql
avert sth. [;o'v",:q
billion l'hilj;onl
carbon dioxide l,ko:rb:tn dal'o:kS:lld)
civil engineer [,SIV.j ,cnd31'n1>rj
coastal defenses [,koustol di'rens,,,]
concluslon
dike [dalk]
dredging ['dred;lI)1
dump 'th. IdAmpl
emergenCJ response
U,ffi3:d3;)DSi ri'spu:ns]
encineer I,cnd3,'m..-J
ensure 5th. [m'1o..-]
environml!fltali5t I.n,
estuary !'esIJucriJ
figure sth.
Gallle5 ['9"'nd)i:ZI
glacier ('!lle'1"']
irftnhouse gas Lgri:nhaos 'lI3!1'l
levee ['lcvi]
Meuse [lTlju:z]
public works 'w3:ks]
'einforce sth. f,ri:m'r-;):rsJ
runoH t'r"n:dJ
shoreline ['JJ:rlaml
siormsurge barrier ['stJ:nn,s3:d" ,breri>r]
The Hague 'he191
volunteer l,vo:bn'll'r]
water level ['wJ:l"r ,1ev'lj
SiCh an eine Sache anpassen
auf etw. haben
hier: wahrend wir an den
Projekten arbeiten
etw. abwenden
Milliarl!e(n)
KOhlendioxid
Bauingenieur
KOstenschutz(anlagen)
SChluss(folgerungL-
Deich, Oa::;m"m;;;;;;;-__

etw. abladen
Katastropheneinsatz
Ingeneur(in)
elW. $IChemeilen
Umweltschii1zer(in}
Flussmiindung
etw. ht'fausfinden
(wg. Aussprache]
Gletscht'f
Treibhausgas
Damm, [)eich
M'M
staatliche Bauprojekte__
etw. verstlirken
Abfluss/Abflusse
Uferlinie. Kuste
__
Den
Freiwillige(r)
Wasserstand
4/2009
Ilext century.
This was thc seeond time
Holland had carried out
such a srudy. In 1953, after
terrible floods in the coun-
rry's southwest killed some
1,800 people and destroyed
thousands of hornes and
farms, the Delta Commis-
, A C LOS E R L 0 0 K 1 01
nme-member lOdependent
Delta Werks is a giant floOO- comminee fO give it advice
contro! proj.ect developed by on how to protect thc coun-
Dulch engmeer Johan van rry from flooding for the
Veen and begun In lhe
195Os. It indudes 13 dams
and storm-syrge barrjers
built across North Sea
estuarjes. The storm barrter
Oosterscheldekering was
voled one of the modern
Seven Wonders 01 the World
bY (he American Society of
Cjyil EnglOeers.
www.deltawerken.com
'-- --- sion was formcd ro mOlke
sure such a rhing never happened again. The result of
the commission's work was rhe Delta Works, a network
of dalllS and barricrs rhat were built over 01 30-year
period to proreet the south of the coumry.
The modern-day Delta Commission asked 20 c1imatc
seicnrists fO study the effects of rising temperatures on
thc Netherlands. All came back wirh me same IToubling
condusion: rising sea levels were unavoidable over the
next century and beyond. "Every new analysis we gor
was worse chan the one befare," says Veerman.
The situation is made worse by the specific ge-
ography of the Netherlands, a quarter of wruch lies be-
low sea level. The counrry's coasdine is more than 450
kilometers long and includes a delta where the Rhine al1d
rivers f10w into the North Sea. Increasing tel1l-
peratures from global warming would not only milke
sea levels rise, but also mean rising river levels becausc
of more !..l.l.D.Qff from rnclting glacjcrs. Sincc the exccss
412009
RlslnC wate,.: sums
60 percent of peop
theNetherlanda
areas at riUl of
water in the rivers can't flow into the sea wben the sea
level goes up, the Netherlands' risks of flooding are
"drasricalJ)' increased" according to thc commission's
findings. Some 60 perccm of the population lives in
areas at risk of flooding. And 65 percenr of economic
activity is located in the lowest part oE thc Netherlands,
which is horne to the largcsr city, Amsrerdam, aod the
seat of governmenr, DIe Hague. A number of the coun-
try's dams and sturm-surge barriers wouldn't be ahle to
handle thc higher levels of warer, the commission found,
sa}'ing thc country had tu preparc for a sealevel rise of
as much as 1.3 meters by 2100, aQd frOIll 2 to 4 meters
by 2200.
Veerman and his team identified key areas thar would
be at risk from higher sea Je\els. Rorrerdam, wirh its
huge port, large population, and cemral roJe in me
counrry's economy, presemed parricular problems. "It
will be very difficult, from a tcchnical point of view, to
fjgure our how ro protecr Rotterdam," says Veerman.
Thc next step will be for the governmem to providc
finaneing and begin work on 12 large projecrs recom-
mended in rhc report. "Everybody thinks the Durch
have all the answers on f100d contral, but of course we
don'r," says Tracy Met"L of the Delta Commission.
"We'll have to learn as we go alollg." Il
Reprinled with permission of The Wall Street Journal C 2009 Dow
Jones & Company, Ine. AU rights reserved.
Further reading
Delta Committee Report kWorking Together wilh Waler.
www.deltacommissie.com
Ba 00 more exercises on this ropic in Business Spotlight plus
BusiMSSSpoIfiglu 25
GOING GREEN HEADTO-HEAD
ARE GM CROPS ATHREAT
TO INDIA'S ECOLOGY?
Sind gentechnische Eingriffe in das Erbgut von Feldfrchten eine Gefahr oder ein Segen fr den
bevlkerungsreichen indischen Subkontinent? TALITHA lINEHAN hat VNei Meinungen gehrt. 'lln "nil'
process l'pr;)(Jses] Verfahren
research [ri'S:l:IJ]
residues
sud Saatgut
soil jSJroU Boden, Erde
sue sb. [sju:j jmdn. verklagen
sulclde: cammit - l'su:Jsald] Selbstmord begehen
TB (Iubercuiosisl LJi: 'ni:} Tuberkulose
trail [rn::trl EIgenschaften
Bodenbakterium
(Rind)Vieh
Anbauptlanze
Kreuzung(szchlung)
Fremdbestaubung
Schulden, Verschuldung
etw. verdauen
Vielfalt
DOrte
Umwellsicherheit
gentechnisc:h verilindert
8T (,bi: 'ti:J (Bacillus Ihuringiensis)
cattle
[krnll.L-.....
crossbreeding I'krosbri:dlul
cross'Q!l:llination
debt [detl
digest sth.
diversity
drought [dr,1I111
envlronmental safety
[m,val>r.ln'mcnpl _
genelicillly modlfied (GM)
[d3-',nell">Ii 'moo,ra,dJ
,..eenhouse I,gri:nhaus 'g;rs]
Irrlpte sth. I'Jnge---.!!l etw. bewassern
leachate 1'li:lfcnJ SickefWaSSef
rnandatory: make 5th. - etw. zur Auflage machen
nutritiOflilI Nihr(wert>-
organic lanninc 1:':,ga'n1t '{a:m]!!} bIOlogische landwirtsellaft
Ipesll ScMdhng
pest-re$istant schadling:;.re5istent
pesl strain ('pest slrcm] ScMdllngs,tamm
from Gad and will make thelll miJIionaires. This is a [ie.
GM seeds aren't aimed at increasing productivity -
thcy are aimed ar increasing The first year the
farmer uses the seed, the crops fai!. Monsanro says ir's
because the farmer didn'r the land. So now he
has co pay to irrigate thc land. He also has to buy new
secds cvery )'ear because tbose produced from thc orig-
inal crop belong ro the biotech company. And GM sceds
cast ren times more than the old seed. 500n the farmer
is hopelessly in debt. More than 40,000 farmers in In-
dia have eommitted s..u.kid.c as a result. But there's hope.
About 20 years ago, 1 started thc organizatjon Nav-
dany in response to the Monsamo thrcat. We work with
over 200,000 Indian fatmers, and there is growing
awareness that organic farmjna earns ren rimes more
than T cotton faeming. I believe Monsamo will fai!.
OR YANOANA SHIVA lives in Delhi, India. She is a phYSlcrst,
environmental activisl and author, and one of the leaders of the
International Forum on Globahzation. www.navdanya.org
OR VANDANA SHIYA
C
I..lll21 that are genctieally modified (GM)
threaten lndia's ecology and public health, as
weil as the survival of its farmers. For thousands
uf years, farmers have becn llSing a of se-
lection and cross breedjnG to improve crops. This has
led to diversjty in nature. But llOW biotech firms are rry-
ing to replace [hose diverse CTOpS wirh a GM crop so
they can 111onopolize and contral the sale
In 2002, farmers in lndia srancd using a GM cotton
seed called BT COITon, which contains a toxin against
cenain J.1'lli. Howevcr; T has resulted in rhe evolution
of super pests resistant ro rhe toxin. $rudics show that
these genes ean be transferred ro micro-organisms, which
eause diseases. This could lead tO the developmenr of a
new form of Ifi resisranr to amibioties. Biutcch firms
are hiding informarion about these risks to thc publie.
Once in the environment, GM toxins kill speeies they
wcren't imended to destroy. A toxiD that kills harmfu!
baeteria ean also kill useful bacreria. And if a toxin is
going tO kill pests, it's going to kill atber insecrs, roD.
Bces, butterflies and will:. have all died becallsc of GM
crops. Indian scienrists have found that thc toxiD in BT
cotton is killing the baeteria in eows that allow thern to
dU:.ru food.
The toxie.uaits. of GM crops can spread [Q non-GM
erops in neighbouring farms through cross pollination.
When this happens, the firm Monsanro those
farmers for stealing their sced. Tbis is a huge scandal.
Monsanto officlals often use religiolls [hemes to seil
their seed in India. They tell farmers BT sceds are a gift
26 BusinessSjxJtlight 4/2009
Y
OU cannot gcneralize by S3},jng gcnetjcally
modjfied (GM) W.J!S. are a threar [0 Indi.3's or
aay other counrry's ecology. ThaI rhecat depends
on maay betors. For examplc, whether the new
genes make the crap more aggressive, causiag a [heeat
tu djversio'. Or whethcr the plant's rcsidues or lcachares
are taxie to gill, flora and fauna. Crops modified for
improved nutritiona! qualities are not likely ro [hrearen
thc ecology. Also, all GM craps go through stein [est-
ing for eO\'iroomental safeQ'. Pest-resisraot GM craps,
such as BI cotton, requite far fewer roxic pesricides
chan non-GM craps. Chemieal pcsricides are known
to h,lYC subsranrial ccologiea! and human hcalth risks.
Whil, chere havc beea recenr rcports of thc evolution of
same resisrancc ro BT toxin in COtton D.C.lli, ir is srill
effecrive for most pests ir is aimed ar. Development of
new pest strains is a natural cvolutionary process. Tbc
more resistant a erop, the more the pesrs will find a way
[() overcome that resisranee. But, CO deIay the growth of
pest resistance, India has made it mandaeory to plam
non-BT crops near BT erops.
412009
There've been repottS of deaths euused byeat-
ing BT cotton. Yet government testS have shown that
insecticides or natural toxins produeed by planrs were
the more Iikely eause of death. Extensive srudies have
proven BT CO be non-toxie to people and animals. Also,
a number of independent srudies, induding one in
2008 by the International Food Poliey Research Insti-
tute, have shown 110 eonneetion between the farmers'
mass suicides and the failure of BT conon.
In lndia, 60 per cent uf the population work in farm-
ing. There is an ever inercasing need to produee more
food in relation to the land and water used. GM rech-
nology allows L1S ro introdllee useful genes to inerease
foo<.1 produeeion. And this he1ps reduce the need fOt ex-
panding the urea llnder agriculturc, thereby limitillg
emissions. By llsing GM technology,
scienrisrs are wirhin reaeh of producing droueht
resistant ccops and riee wirh increased vitamin A. This is
hugely relevant ro thc economy of a country like India.
T cotton is already a huge success story in India. Of
the 9.3 million hectares used ehere to grow cotton, 7.6
millioll hectares are llscd for BT. The prodllction of cot-
ton reaches tecord levels every yeaJ; and, in the last few
years, India has been exporting more th:1O it imports.
Thete shollid be uo eonfliet between GM eraps und
organic farmjng. 80th GM erops and non-GM CtOpS
ean be grown in an nrganic way.
IJ[) You can hear more views on Business Spotlight Audio
1......1Sllbscribers to Business Spotlight can access past Head-
to-Head features at www.business-spotlight.de/news
DR J. L. KARIHAlOO is a coordinator al the Asia-Pacific Consor-
lium on AgriCUltural Bioteehnology. He has had 38 years 01 re-
search and management experience in plant genetics, biotech-
nology and bioresources. www.apcoab.org
The new hope?
0' will Jacob
Zuma be lfke
other eorrupt
Afriean leaders?
rUlrmll
Wo wird man in Grobritannien wohl den Rotstift ansetzen, um das
leere Staatssckel wieder aufzufllen?
J
acob Zuma is ... ro become the most powerful man
in Afriea, a continenr of a.bil..1iQn souls (hat is still the
poorest and, despire cecem improvements, the worst
governed on the planet. 50mh Africa providcs more
than a thied of the 48 sub-Saharan economics' total
.G..I2E. Ir is Africa's S2k membcr of the G20 group of
influential countries and packs Cl punch in global
diplomacy. Its from the grueSQme eta of
apanheid is amirade of reconciljarioQ. Afeicans across
the continent srililook to Sourh Africa's leader as a
beacol1 oi hODe .
TOD many African countries have been ruined by
polirical chiefs for whom governmcnt is the accumula-
fion of personal power and the dispensation of favours.
Thar the revercd Nelson Mandela's rainbow nati{m is
Finaneial Times
Spending choices
T
he defining feature of rhe UK's reeession - allee
we are out of it - will probably be a permanent loss
of nationaloutpur. Economic growth will, of course, re-
turn. Bur before that happens, we havc to discuss what
Britain is going to do withour.
IApril's] Budget \\',lS c1earcsr about the KI!k of thc
deficir. Where it was vague, and sometirnes \Veaselly,
was on how to raise the revenue or cut the spending
needcd to address this scale of debr. That is adcbare nor
jusr abour where [he axe will fall bur abour the sort of
socicry cirizens of the UK want....
Should we &Q..im: measures such as road-eharging and
a ca[bon tax that raise large sums and promote a green
agenda? Should [here be ncw bealtb-seQ'lce charecs?
28 BusinessSJXxtighI
now turning to 30 man of Mr ZUl11a's lla.W.P ll1ay sharp-
en prejudjces about Africa. Ir is for Mr Zuma ro provc
these doubrers wrong.
He has beeo for years in ... cmbauassjm; le-
gal cascs from whieh he has onl)' recendy been extrjear-
td. - on a recbnicalirv. His financial adviser was
semenced ro 15 )'ears in prison for lll:ibts for
Mr Zuma. He has also been rrifd, and acquiued, on a
rape ....
These days he rells the hungry black maJority that he
has their interests at heart, white reassuring business-
men that he will not switch to high-tax redistribution.
No one is sure in which direction he will push thc eeon-
omy, now wobh!jng after years of s..tta..d.y, commodjIY-
.fu..clkd growth....
Tuj[joo tees muse go
up, hut how far will
the rise provide
&Will ro hel p .t.ill:
less weil off go to universiry? How far, indeed, da the
panies want w go to prevent a ncw rise in inequality?
CutS are not jusr pragmaric: they involvc ideologieaJ
decisions about whieh bits of rhe welfare srare we reaU)'
wam ro proreer. The Torics are promising big cutS but
refusing ro speil OUt where rhe)' will fall. Labour is no
kkmIT ro a blueprim for a welfare system.
Bur these are the reaJ ehoices faeing British vaters. They
deserve to bc rold exacrly what they are huying.
4(2:009
lean lli:!IL-
national output [,nae!.,,;I'aotputj
The Guardian
Downsizing
in Detroit
Was geschieht, wenn sich Arbeiter fr soziale
Sicherheit in Schulden strzen mssen?
R
r a golden period that lasted from 1945 till the 70s,
unioo jobs at amidwestern ear clIDll were among
the best that blue-coUar Ametica had tO offer. They
offeced gcnecous pay, pensions and heahh eare.... Such
improvements were hard won. A reeem article in the
New Repl/blic guored one [General MotorsJ man on
haw, back in the 1930s, his wQrkmates did not dare
take a break for fear of angering the s\!pervisor: "lf
had to urinate or whatever, it wem in rheir pants
or Oll the floor." Then came thc Second Wor1d War and
the remarkable Walter Reuther, leader of the United
Auto Wotkers. What is often forgonen abaut Reuther
is that he fought for rhe health care and pensions to
bc offered to a11 Americans: his demands were politi-
cal ratner than indusrrial. Had he succeedcd, the US
would have a brander, more secmc middle dass today.
Instead, the Dctroir Thrcc rurned thcmselves ima health
and pension providers.... These cOStS were of course
sb. [OJ'twllj jmdn.
address stil. [OJ'dres) etw. angehe_"__ __
beacOlLof hope [,bi:hn;v der
billion MlIIiarde(n) _
blue-collar America da$ produzierende Gewerbe
L.Q.lu:kol"r <I'mcflb] (bluecollar) in den USA __
Blaupause; hier:
bribe [hrlbj __ _
carbon ['l;u:b<l" l3;'k$] COrSteuer
(c..-bon Kohlenstoff)
durchtlOileRQh$toffpreise
[h'mOO;lli,rJu:OJId! angeheizt
delinina future (ru,tam'lI 'fi:tJOJ] tM5timmendl:!$ Merkmal
di$pt:nsatJon \,dlspOJn'sel!'Ttj hIer: Yetgabe _
embarrassina [,m'breF.lSll)] _
emergence [i'm,-,:d,iOJns] Hervorgehen
entangled: be - in in etw. verstrickt sein _
sb. ['cksmk.!:.!!..l- ---...--imdn. befreien;
favout ['rtl\lOJI _ __Geflligkeit, BegOnstig'd!!&-
GOP (gross damestic producll BIP (Bruitoinlandsprodukl)
Ld;i: ru: _
i.l!..-Ior $Ich lr etw. enl$Cheiden
irant fllt<l:ntJ _
gruesome _
iUY [ga-!L. _ __Kerl.
health care l'ho:lQ __
health-servlce charge GebOhr fr leistungen des
I1Jc1O,n:vls lJa:dJ] UK___ staatlichen Gesundheitsdlen$te$
holJowlngout I,hol .....lIrl'aut] AU$hh!ung
Jndebtedness [m'delldnJs] Verschuldung _
issoe sth. t!fu:.L etw. herausgeben; hIer: 'o'Qflege.!L
keener: be no - to da $!tl. ['ki:n,,] etw. 8UCh nicht unbedingt lun

schlank; hier: wenig aufgebllh.L
BruUOinland$plUdukt
4/2009
ruinous; businesses cannot supp[anr welfare stares. And
now the auto \Vorkers are finally ill co lose rheir
status as the ariswcracy of labour.
All that indusrrial hisrory has a dircct link to this re-
cession. Since the 1970s thc average worker's pay has
barely risen at all (Detroit is an exception). He or sbe
has had ro borrow ever more ro enjoy economie
security. All that indebtedness e\'enruaJly caused this
crisis. That is the high price to be paid for economic
hollowing-out. Thcy may now seem part of the prob-
lem, but Derroir's working canditions should really be
part of thc solurion.
on a teclU'licality (nn OJ ell\l:!$ Formfehlers__
pack a punch [,p<ek .. 'pAlltfl kraltig zu$Chl!lgl:!rl kOnnen; hier:
groBen EinfluSS haben
plant Fabrik, Werk$an!!ge
l'pred3udlsl Vorurteil _
quote $b. [kw:l1Jt] __ ---...--imdn. zitieren _
rape charge Anklage wegen Vergewaltigung _
reassure jmdm. (etw.) ver$ichern
reconcillation Aussllhnung __
re'll:!nue ['revOJIIju:J ElOnahmen
re'lllred [ri' ... ,;dJ verehrt
seale
sentence jmdn. verurleilert
set, be - to da slh. [setl etw. YOfaussichUich tun
sole [s.xJJ} einZig(e,r,sl
soliclt sth. ISOJ'hsn] etw. (nachdrOcktich) erbitten
$pell sth. out [,speI etw. genau erklaren
stamp: a man of .. .'s ein Mann vom Schlage eine$ ..
steadY...l:!lcdi]___ bestandig, kontinuierlich
supervisor ['SU:P?,\l8IZJ] Vorarbel1er{lnl, Konlrolleur(ln)
sill. IrQ'plo:nl] ersetzen _
!he len well-off 100 ,Ie., .lII'c1'nf] dll:! weniglll Betuchtert'cc-__
sb. {Inu! jmdll. YOf Gericht stellen
tuition fee fi:J ---
union ;Ob ['ju:ni:m d:;nhl Job mit gewerfochaftlicher
Beschftigungsgarantie
weaselly ['wi:z,JjJ gewollt unklar _
where the alle will lall wo der Rot$tift angesetzt
"i ,o::b werden wird
wobble wackeln; hier: inS Wanken
workmate ArbeItskollege, kollegin
rnYou can hear business news on Business Spotlight Audio
1__1Get weekly round-ups al www.business-spotlight.de/press
BusinessSpollight 29
GLOBAL BUSINESS BUSINESS PRESS
BEHIND THE HEADLINES
Headlines in English-Ianguage media can be difficult to understand. They are often very idiomatic
and full of jargon and wordplay. Also, to save space, words may be left out, which makes it difficult to
recognize the grammatical structure. Here, we look at the meaning of same recent headlines. ,al!11!!"
The Economist
Which Czech in the post?
Which Czech in the post?: This is a classic play on
words (note: "Czech" is prllollnced exacdy like
"cheque" (Scheck)). When one says, "The cheque is in
the post", one means that the "cheque" - or mlley
that is owcd - has already been sent. Ohen the expres-
sion is used ironic;llly [() pretend chat something has
been dne whcn it hasn't. Tbc headline refers to the EU
presidency and the political situatioll in the Czech Re-
public. Mirek Topolinek, who had been president of the
EU since 1 January, 2009, was forced to resign as Czech
prime minister carlier this year after losing a confidence
vote in the Czech parliament. For a while, it was not
dear who would teplace hirn in his "POSt" (position) as
prime minister and EU ptesidcm.
In simple EnKlish: Which Czcch will hold thc position
of (prime minister and) EU presidernf
The Wall Street Journal
1 China snaps 7-day win streak
amid mixed trading in region
China: The stock market (Aktienbrse) in Shaoghai is
meanr hete.
snaps: The verb "snap" means "to break off". Here, it
means "ta end".
win streak: For space reasons, the term "winning
sueak" has been shortened. It comes from gambling
and m e ~ U 1 S "a petiod of success dult [asts a while".
amid: Here, "amid" rneans "during" .
mixed trading: When trading (HaI/deIn) in stocks (Ak-
tie'l) is "mixed", some prices go up but others go down.
region: \Vhat's meanr here are stock exchanges (Aktie11-
brsen) in the Asian region.
In simple English: Scven days of sueeessful trading on
Shanghai's stock market ended at a time \Vhen share
prices bath rase and fell in Asian stock markers.
30 Business5JKltliglu
Financial limes
Gun sales on increase amid
fears that recession fuels clime
Gun sales: The number of guns bcing sold in thc USo
on increase: This is anorher way of saying "islare in-
creas1l1g". Note chat the verb "are" has been left out to
save spacc, as weil as "the". Ir shoulJ read: " ... are on
rhe inereasc".
amid fears: Here, "amid" is used co mean "beeause of".
Tbe people who have "fears" are Americans.
recession: "Rl.'Cession" does not have an arricle, which
is rypical of headline style.
fuels crime: Here, the verb "fue!" is used in the sense
of "promote".
In simple EnKlish: The numbcr of guns being sold in
Ameriea is incrcasing because of feaEs that the reeession
will promote crime.
Business Week
HOW AOOOOlE SERVES VOUR NOOOlE
doodle: "Ta doodle" means "'ro scribble" (kritzeln)
absenr-mindedly (geistesabllleselld). This would normal-
Iy read as "How doodling... ", but "doodle" (Kritz.elei)
is used as a noun here to rhyme with "ooOOle".
serves: Here, this means "(0 help".
noodle: This is an informal word for "head" or
"brain". Here, it is used CO mcan "rhe ability [Q focus".
Headlines ean do more than jusr inform the reader
ab(mt story eonrent - they ean also be tlsed CO ereare
interest. Here, rhyming words that are seemingly nOI1-
sensieal have bcen used to promote curiosity.
In simple EnKlish: How scribhling absenr-mindedly
helps your ability tO foeus.
11tYJr] Confused by the language In the press? Keep your
English up to date at www.business-spotlight.delpress
4/2009
SPOTLIGHT ON SWITZERLAND GLOBAL BUSINESS.
Investitionen in Bildung und Forschung sind Wegbe-
reiter von Innovation. Fhrend ist dabei die Schweiz,
wie SUZANNE ROSSElET-McCAULEY berichtet. i !J i! i i
INVESTING IN
INNOVATION
SUZANNE ROS$ELET-MCCAULEY is the
of the World Competitiveness Center at the
IMD busjness school (www.imd.chMcC) in Lausanne,
Switzerland.
rhen be dcveloped into innovative goods and services by
the business community. Bur this requires skilled, cdu-
cated workers aeeustQl11ed to working wirh IT. Not sur-
prisingly. rhe most competirive aad knowlcdge-imensive
countries are also those that are highly sucecssful ia ar-
tracriag global finns and highly skilIed foreiga workers
- aod Swirzerlaad is one of them.
Ir is equally impormnr. espccially becausc of the fi-
nancial eeisis, that Switzerland's finaacial system makes
vt:nture cilpiral easily aV<lilablt' tU starr-ups so that rhey
can implemenr thcir ideas. Swiss patent protcction is es-
sential in supporting the eounrry's high-reehnologr aad
knowledge-inrcasive compaaies. as weil as irs educa-
tional and research institutes. The positive (.fends in
Switzerland should eontinue if its proinnovation envi-
ronment remains a policy objecrive. In fact, the future
compctitiveoess of thc count.ry depcnds on it. 'l
patent for an invention. Abour 70 per cent of R&D in
Switzerland is done in the private seeror, with pharma-
ceuricals, ehemicals and fine mechanjes raking the lead
in innovation. One example is Flisom AG, whieh was
created by ETH Zurich (the Swiss Federal Institute of
Technology Zurich) in 2005 to transfer research exccl
leace from the laborawry to iadustry. An award
compaay. F1isom has developed a
solar-cell devicc that providcs very low-cost e1ecrrieity.
Investment in cducarion, funding for ar,;ademjc re-
search and R&D investment by the private sccror Me
among the key drivers whieh promore innovation.
Switzerland has recognized this. Universities and rech-
nieal institutes are incubatots for new ideas that ean
"For knowledge to have
an effect, there must
be a free flow of ideas"
wissenschaftlich
business schoot ['b,Zll;)S sbJ:J]
Kademii;
award-winnin, [:>'w;},d.WlnllJJ preisgekrnt: hier, mit Preisen

betriebswlrtsehaftliche Fakult3t

competitive wettbewerbsfahig
competitiveneu Wettbewerbsf3hlgkelt _
critical ['krltllc>il -- entscheidend
director dJ'rclr.t:>l steJlW!rtretend",,,,,::,"O"ire"k",toriinl
driver ['draJV;lJ
fine mechanlcsl,fam Feinmechanik
funding ['fAlldlO)
impact [',mprektl Auswirkung(en)
Implement sth. ['Imphmcnt] etw. umsetzen
incubator 1'llJkjubcll:>/ Brutkasten: hier, Zentrum.
Schmiede
(ultralleicht
Verbindung durch vemetztes
Arbeiten
[:Jb'dJekllvl -.1!!1{setlun&l
research (a projeclllri,s3:t.D- (an einem
research and development (R&D) Forschung & Entwicklung
[ri,S3:lj ;m di'vc]:>pm;)nt) (F&EJ
solar-celt deviee f,,;xJI;)'scJdi,vaJs) Solarzellengerlil: hie-,,--
Solarzellenmodul
Unternehmen

start-up
venture capital ,ka:PII'I]
.... elll
networtling link 1'1K:1W3:kll]lIlJl:;J
K
nOWledse IS oow recognized by business
schools, business leaders aod politicians alike as
being a main .d.r.i.Y..c.r of growrh, innovation,
wealth crearion and employmcm. How busi-
nesses aod counrries accumulate, share aod spread
knowledge can have a major on their level of
compcnnyencss.
Ir is not surprising that seven of thc world's top rcn
counrries, as measured by the lMD World Campeti-
tiveness Yearbook (WCY) in 2008, also ranked in the
Icading ren for the transfer of knowledge bcrween [heie
universiries aod companies. Swirzerland, which was
ranked the fourch most cQ!l1petitive country (out of 55)
in 2008, is one of them.lt has historically r:lnkcd high-
Iy in its ability to promote innovation, and, last year, it
was ranked third for the transfer of knowJedge.
Research aad developmeor (R&D) playa critieal roje
in this knowledge transfeL Equally imponant is the
speed and efficiency wirb which R&D is sha.red with so-
ciety. For knowledge ro have an ImpaCt, thete must be
a freI" flow of oew idcas aad astrang aerworking link
betweea educarion aad business. Ir is tar more effcctive
when universities or teehnieal institutes research proj-
eets together with companies, sometimes sharing the
4/2009 Business Sp:ldighl 31
INTERCUlTURAl COMMUNJCATION SOCIALIZING
DOING THE RIGHT THING
Wie verhlt man sich, worber redet man, was zieht man an? Bei Geschften mit auslndischen
Partnern hngt vieles vom persnlichen Umgang ab. Auch ohne eine allgemein gltige Regel dafr
aufzustellen, sagt Ihnen ROBERT GIBSON, wie Sie es richtig machen. i '*" I i
M
an)' businesspeoplc feel confidenr ahour
doing business and talking abom technical
matters with people from other culrurcs
bur are often less happy when it comes to
socializing. In Germany, there is often a
relatively srrict separation bctween work and
which is illusrrared both by the "'Dienst ist Dienst
lind Sc/mallS ist Scbnaps" and rhe ward "Feierabend"
(which cannot be rranslated imo English). In many oth-
er culrures, work and leisure are more closely
For international business relationships ro succeed, a
positive :lttnosphere outside, as weH as inside, the office
is essential. Here we look at some key arcas of social-
izing where culrural differenccs can plllY a role, and give
you same tips for dcaling wirh thcm effectivcly.
a polite reply like, "I'm fine, thank you." Be careful
wirh jokes. While humour can help co creare a relaxed
atmospherc, many jokes are based on seereotypes thae
can he offensive to some people.
What topics are taboo In different cultures?
Bcfore )'ou read on, rhink abaur whar your [aOOo rop-
ics are. \Vhich ropics would you talk aOOut and ro
whom? (see table below)
The qucstion of which topics are taboo depends on
the relationsbip you havc to the oeher person and on the
situation you are in. You will talk about some subjecrs
wirh family and friends that rou would never dream
aboue discussing wirh colleagues or business partners.
Even when you are in rhe office, some topics ehae an:
OK for a personal conversarion should not be discusscd
__
Bindung; hier: Gllmem-
samkIllt
SIch sicher dabei IOhllln,
__etw. zu tun
sich scheiaen lassen
--Freizeit --
(zwei Dinge) miteinander
verbinden
--jmdn. beleidigen, bei
___jmdm. Ansto erregen
___ kranken.d, verletzend __

Kontakte aufbauen un.d

__Klischee(vor.;tellung)
Th"",

bond (bond]
olfend sb. (;l'fend]
confidenl, feel - about dolng 5th.
['konr,d..nlj
get diVOfCed [.gel d,'v;'l,st]
leisure
link (two things) [hijkj
stereotJ.P.e ('sleri-:llalI!l-
fopic I'topil;;'
offensive [;l'fens,vl
saying
socialize ..lalzJ
FREQUENTLY ASKED QUESTIONS (FAQl
What are good topics tor small talk?
There is uo universal answer 10 this question. Talking
to people aOOm their family may not always be .ilPJ2[Q:
priare - for examplc, if your business partner is single
or has juSt divorced. The key is to develop a sense
for ropics ehar will noe a.ftf..lli!. rhe person YOll are talk-
ing ro but help co cstablish a.!llind berween you. Look
for things such as pictures or objects in the office or
horne that show a particular imerest the ather person
might have. If you get a negative reaction to a ropic,
thcn change tbc subject and talk abaut samething else.
Be careful if someone says, "Ho\\' are you?" They may
not really want to know aU the details but just expecr
Taboo or not taboo: who would you talk to about what? Enter "yes" or "no".
Colleague at work Boss Customer Friend HusbandIWjfeJPartner Mother/Father
Weather
Your familv
Politics I
Religion
I
Your salarv
Your feelin2s
I
So>
IIlness
Death
32 BusNssSpotJigbt 4/2009
After-work party:
be careful what you
talk about
INTERCUlTURAl COMMUNICATION SOCIALIZING
What sort of tood should we offer vlsitors tram
abroad?
The key is to make your visitors feel comforrable. Many
people want ro tf)' local specialities, so it would bc a
misrake tO serve fond from rheir culrure. Others 3re nor
Saueces of informarion include good guidebooks and
the websitcs on page 36. Colleagues and friends from
the local culture arc also an excel1enr source of informa-
tion. Thc key thing is tu fee! comfortable, while at thc
same time respecting local customs. This is parricular-
ly imporram in thc Arab world, although rhete are big
differences bcnveen individual countrics, such as rela-
rively liberal Lebanon and ulrra-conservarive Saudi
Arabia. Modest)' is expected. and shorts, shorr skins
and .ba.a. sboulders should be avoided. When visiting a
mosgue:, you will be expecred ro rake off }our shoes,
and wornen will need ro cover rheir head wich a
angeb_,"__
wrzig. scharf gewOrzt
embarrass sb. hm'lJa,rOlsl
1:J'dSASI],:=:;:;o,-
adliQble raISilm _
appreclation [Ol,pri:Ji'cIJ'nJ Wertschltzung
bare [bnL.- nal;!lL
beak lbi:kL _Schnabel
beflill!hand im Voraus
bond people together ---eine Verbindung zwischen
!,bnnd Personen herstellen
bfibe [bralbl___ Bestechunglsversuch)
canteen Kantille
cause otfence l...b:z :t'fcnL Ansto erregen
controwersiall,knntr;,'v3;Jj] --umstritten ---
daunted; be - by sth. "d:t:nlld! sich YOf\ etw. entmutJgen
''''',""---
dietary ['daJOlUri! Dl!t-
drop by some time [,drop 'bai SAm ,taLmI scllauen Sie doch mal
vorbei
m Verlegenheit
--;;;,-__
embarrassment Ilm'ha:r;lsmOlnl! PeinlichkeiHen)
expatriate im Ausland
lebende Per>on
follow up on sth. !,fnl:H.J 'hP on,] =-=-=-=-=-etw. aufgreifen
gestufe _ Geste
hospitallty Gas_tfreundschaft
host Gaslgeber(inl
inedible Irn'edXl1 nicht essbar. nicht
_
abwechselnd etw. tun
rebound on sb. [ri'baundl----
in turns: take it __ to da sth.
[,m 't3;nzJ U"K,==_
irtitaling1'.1rl1elllIJ.1 argeriich
manulaclurer
modes!)' ['mod:tstil'___ Dezentheit, Zurckhaltung
mosque [mosk] _===:;-Moschee ---
pick up the tab epik ,AP:t '[;I:b) die Zeche zahlen. die
Rechnung bernehmen
auf jmdn. zurckfallen;
hier, sich negativ fljr jmdn.
ausvtlrken
rude Iru:dJ unMflich
Qk5people (...e.>f;t,pi;p>tJ VertnebSllutarbeiterlinnen)
searf Isku;Q 5cha_'__

seated, be - ('si;tld] emen Platz zugewiesen
_
___
Sitzordnung seating arrangement
['s;,lll] ,!,rc1I1d3m:tnl.l__

spicy
in the caorcen. feelings aboU[ what is appropriate also
vary across culrures. Coorroversjal subjccrs should be
avoided when you don'r kllow the person well, but this
doesn'r mean that ir is impossible to talk tO the Chinese
abaUT Tian'anmen ar Tibet, to Americans abaUT thc war
in lraq, ar to indians about Kashmit. These and similar
topies should be discussed only when )'ou are sure that
you know the person weil and that such discussions will
not ,ause offenee.
What gifts should I give to my business partners?
While gift giving is scen as an importaor social
in same cultures, in others it can bc seen as a b.r.i.he:.
Some international companies have very stricr rules thar
limit what you can give and receivc as a gift. To prevenr
embarrasslllenr, find our whar these mIes are and make
sure that )'OU respect them. In cultures where gifts arc
acceptable and even expecred, make sure thatyour gift
folJows euhutal norms. For examplc, avoid giving a
botde of wine ro someone from a Muslim culrure. Don't
give a dock [0 someone in China, as this is considercd
unluck)': the ward "'dock" is very dose [Q rhe word for
"death". In some counrries, such as China :md Arab
counrrics, if you arc given a gift, ir is considered polite
not to open jt in frot of rhe glvcr. In many cultures, ir
is thought unlucky to give sharp objecrs like knives or
scjssors as gifts as they symbolize cuning a relarionship.
Should Iinvite toreign guests to my home?
While this can be a way of welcoming guests, ir can also
rebound on you. Jf you are Iiving in a paar country in
relative luxury as an expatrjate, your colleagues could
see an invitation ro your bome as sbowjoi: off. They
may be embarrassed if tbey feel that they cannot rCturn
the hospjtaliry.
I was Invlted to a business partner's horne. Does
ibis mean we are now triends?
Concepts of friendsbip also va!"y widely across culrurcs.
In rhe US, ir is quite normal ro iovite business partncrs
ro youe hOlllC. but this docs not mean tbat you are dose
feiends or even thar you will see each otber agam. If you
are invited ro sorneone's borne, it is usuall)' advjsable tO
accept the inviration. You can tell rhat ir is areal invi-
tarion and not just a pulite gestuce if the invitation is
concrete. "Drop by somc time" is prubahly not a seri-
aus invitation, but "Would you like to come round at
the weekend?" probably iso
What clothes should I wear when soefalizing wlth
business partners?
Again, it all depends. Tf you are invired ro the Vienna
Opera Ball, )'Oll will obviously dress differently than
you would for a barbecue in Miami. For men, ir can be
relarively easy ro.a.di.u.s.r. For cxample, rhey can wear a
tie but temovc ir if the)' fcel thar they are overdressed.
This can be more difficult for warnen, however. Try to
find out beforehand how you arc expected to dress.
34 4/2009
Casual aftalr:
dress codes are
less formal for
barbecues than
for vislts to
the opera
able to ear particuJar foods for and religious rca-
sons. If rOu are organizing a meering wirh people from
many eultures, offer your guests a self-service buffer
wirh a wide range of food. Food that is considercd a del-
icaey in one culrure may be considcred ioediblc in an-
orher. Same Europeans are dauored by same of rhe food
servcd in Chma. A food manufucrurer in nonhern Eng-
land even managed ro ereate a business opporruniry by
exporring chicken pans ro China rhar he could nor seH
in Britain. He callcd rhe feet aod bf.a.b. "walkie-talkies".
Indian visirors to Germany often complain of rhe lack
oE vegetarian food. Amcricans often like ice in
rheir drinks, while Asian visirors oEren like ro be offered
rea or hot warer.
At what time should I arrive when I am invited to
dinner at someone's hause?
This va ries across cliltures. In cOllnrries like Germany,
ir is normal to arrivc ar the correcr rime. In orhers, this
would be considered rnde.. [n Brirain, people often come
10 ro 15 minures larer than the time given, or you might
ger an invitarion that says "7.00 for 7.30". This means
[har you should arrive berween 7.00 and 7.30. In Larin
Ameriea, guesrs eommonly arrive scveral hours later
than the time !'ipecified. Jf you are not sure, ask your
lliI.
Who sits where at a formal dinner?
This is particularly imporranr in China. The
arrangemenr is decided by rhe hast and you should wait
ro bc rarher than seatiog yourself. TradirionaJly,
it is considercd an honour ro sit on rhe right-hand side
of the hast. Same visirors to China are surprised at be-
iog seated next ro someone who cannot speak their lan-
guage. Yet for rhe Chinese hosr, who you are sitting
next to might be as importaot as whar yOll mlk about.
Ir is considered a grear honour tO sir nexr ro rhe hcad
of thc company or an importanr govcrnmenr official,
evcn if you can't communicate with thcm.ln same Arab
counrries, men and warnen may sir in separare rooms
in a restaurant or cven ar someooe's horne.
4(2009
What da I do if they serve me somethlng I cao't
eat?
The main thing is to show apprcciarion for what is of-
fered tO )'OU. This docsn't mean rhar you have ro ear
cverything. If possible, rr)' the food even if you don'r fin-
ish it. In Asia, the hosr wiU probably offer you mueh
more than )'ou ean possibly eat; if )'OU eat everyrhing,
more dishes will be provided. Ir is not considered ne-
cessary or even polire ro finish everyrhing. If you have
particulat dierary teqlliremcnrs, it is polite ro let your
hosr know rhis bcfote the meal.
What should we talk about over dinner?
Again, this varies. In same cultures, it is OK ro talk
abour business, while in others this is taboo. Ir is beSt
(Q follow up on the topics raised by YOUt hast or busi-
ness partner. It is good ro ask plenry of quesrions rather
rhan jusr ralk abollt )'ourself. In same cultures, likc that
of the UK, Jr is commOI1 tu change subjects relatively
quickly and nor go ioro grear detail. While you rnighr
find this "burterfly" sryle it is eonsidered tO
be good conversational manncrs.
Who pays?
The habit of each person paying separately for their
mcal is testricred ro a few countries, induding Germany.
In many counrries, the host will up the rab or one
person will pay rhe wairer and the orhers will divide the
bill among rhern. lf you go to the pub in Brirain, peo-
pie normally don't buy drinks individually bur rake ir in
.rn..ms. tO buy a "round of drinks" (drinks for rhe whole
group).
How can I deal with heavy drinking in Russia ur
Japan?
Salespcople especially lllay be expecred tO drink large
quanrities of vodka in Russia or sake III Japan. COmrnu-
nal drinking is widely considcred to hond people rogeth-
IT. Generally, it is advisabJe to accept hospiraliry, but
rhis doesn'r mean thar you have ro finish every drink
[har is offered ro YOll. Rlissian experrs advise you ro
Business Spotlight 35
adapt sth. to sth. etw. an etw. anpassen
netwonl I'ncIW3:Ii:]
senior bn'sAI1....tJ
tolflel: ['Io:grtl
INTERCULTURAl COMMUNICATION SOCIALIZING
line )lour stomach with fany food befote drinking vod-
ka. You can teU parmers or colleagues you don't drink
aleohol fr hcalth reasons, bm you willlse credjbiljry
iE you are seen later ar the bar enjoying a beer.
What's the sauna etiquette In Flnland?
In Scandinavian eountries, it is quite usual [Q go to the
sauna wirh your business partners. No dothes are
worn, and rhere are separate saunas for men and
warnen; mixed saunas are generally for family use. The
sauna is seen as a way ro pur people on an equal
fooring.
How should I behave with my business partners on
the golf course?
In same countries, Hke the US :md the UK, ir is comman
tO play golf with your business parrners. This is consid-
ered ro he a goad and enjoyable way of gctting to know
each orher. Talk is not necessarily about business; it is
best co fallowehe kM of your hast 011 what topics are
discussed. It is not so importane whether you win or
lose. .More importane is that you make a good impres-
sion by being polite and friendly on the golf course and
afrerwards in (he clubhouse.
Why da Japanese eolleagues want me tu go tu a
karaoke bar with them?
An invitarion tO a karaoke bar can be a valuable op-
portuniry to ger tO know your business parmers and
also to find out what they realIr think. Aceording to
credibilily [,krc:d:l'bll;>li] __
dislinc:tion IUI's.luJk[>nj --unlersche.19ung
fa!!y' J'f>EliJ fetthaltig.
fooling: pul people on an equal - ['luII1)1 alle auf gleiche Augenhhe

[m'l:l:pfll:l]
lead: follow sb.'s - ---lmds. Beispiel folgen
Une one's stomolch I,lam WAllZ 'SIAnhJkJ sich eine Grundlilge
_
Netzwerk
leitende(r) BeraleriinL
Ziel
36 Business SJM>dight
Your turn ned?
A viii! to a
karaoke bar Is
oflen the key to
dolng business
in Japan
Reiko Kobayashi-Weinsziehr
(Busilless Spotlight 3/2002),
rhere is a disriucrion bctween
what is said in official meet-
ings (tatemae) and what is
said informally (ho1ltle), An
evening spenr in the karaoke
bar mighr be imporrane ro
your success.
Where ean I find out
more?
Some sources are listed below, but these can never cov-
er all thc ropics you need to know about. Ir is useful to
build ttp a network of pcople who ean give you specif-
ic adviee on what co da in particular counrries and sit-
uations. These can bc expatriate colleagues who know
YOUf culrure and thc eulrurc, or loeal staff, such
as seercraries and interpreters, who have had eOl1sider-
able contact with different eultures and are famiJiar
with the graup of people you will be working with.
Generally, the best thing ro da when abroad is ro warch
carefully what is going on ro ger an idea of whar i5 "nor-
mal" and (Q your behaviour (Q (his. Il!
For more information
BOOKS
Essential ;md Taboos: The Comp/ete Guide to Interna-
tional Business and Leisure Travel, Roger E. AxtelI, Wiley &
Sons, ISBN 9780-471-74050-6. 15.90!
Oebrett's A-Z of Modern Manners. Jo Bryanl, Oebretl's Ud.,
ISBN 978-1-870520-75-1. 14.
Multiculturill Milnners - Essential Ru/es of Etiquette for the
21st Century, Norine Oresser, Wiley & Sons, ISBN 978-0-
471-68428-2, l9.90.*
WEBSITES
For more on customs and etiqueUe in different countries:
www.kwintessential.co.ulclresourceslcountry-profiles.html
www.executivepfanet.com
www.cyborfink.com
For information on table manners:
http://en.wlklpedJa.orgIwikilTab/e_manners
"These products are available from ri -!pe'" ","I
rnYou can hear more on this topic on Business Spotlight Audio
You'lI find related exercises in Business Spotlight plus
1".".".jYou can read Robert Gibson's inlercultural blog al
www.business-spot/Ight.de/blogs
ROBERT GlBSON is a seOlQ[ cQnsultant for intercul-
tural business competence al Siemens AG in Munich
(www.siemens.coml and Ihe author of Intercultural
Business Communication (Comelsen, ISBN 3-8109-
3123-3, (13.95). Contact: gibson.rob@slerTlens.com
412009
INTERCUlTURAl COMMUNICAT10N DIAlOGUE
AHEART FUR ART
Auch auf dem Kunstsektor ist die Rezession sprbar. Wie unterschiedlich sich dies in Italien und in den
arabischen Lndern auswirkt, erfuhr MARLEY OSI aus dem Gesprch eines Mailnder Kunsthndlers und
eines Londoner Galeriebesitzers, der in den Vereinigten Arabischen Emiraten ttig ist. Id iilill
l
LUCA MELEGATl: Hello, John. You had thc An Dubai
.fair in March. How did it go, considering the econom-
ic c1imate?
lOHN MARTlN: Hello, Luca. Weil, we WCtC a bit worried,
of course. Bur the fair wem reaUy well- we had almosr
15,000 visirors from arOlmd the world and 651eading
international galleries took pan. Because the an scene
is still vcry new in the Middle Easr, ir has been more
prorecred horn rhe credit crunch rhan other markers.
This is one reason why the global arr market is looking
ro the emergiol: markers both here and in South Asia ro
keep it going. Acrually, Dubai is slowly being set'n as the
world's fourth-most importanr arr-aucrion .!:rn.h. after
Hong Kong, the U$ and the UK.
MELEGATl: Ir must be a huge lob to organize such a fair.
Was ir stressful?
MARTIN: Ycs, bur ir was also really cxciting. When I ger
to see all the conremporarv art rhar the galleries COOle
to show mc,l'm tike a child in a swett shop!
MELEGATI: I also love being surrounded by beautiful
things. Recenrly, we sold a sculprure thar was pan of an
cnormous cemrepiecc made by rhe royal manufacrurers
of the Court of Naples at rhe end of the 18th cenrury.
38 Business 5JxKtigbl
Ir wem for 140,OOO. And one of our most e.xciring
pieces right now is a candelahra that was part of a piece
made for Napoleon. It's famastic! But t must admit, I'm
not an experr on conremporary art, and I know even
less abour the art scene in Dubai.
MARTIN: Well, art is .\:llg there right now, as ir is in thc
enrire United Arab Emirates (UAE). Don't forger, both
Guggenheim and the LOllvre are planning musetllTIS in
Abu Dhahi! Dubai is now the cenere for e m c r ~ i n ~ artises
in rhe MiddJe East and thc Gulf, and it also anracts In-
dian and Norrh African arrists. The qualit)' of their art
is realIr exccptional. For example, in the fair, we had a
spectacular piece by the famous Indian artist Jirrish
Kallat. There was also interesting work by arrists from
places such as Teheran, Beirot, Iraq, Palesrioe and
Afghanistan, wherc artists cannot ~ easHy.
MELEGATI: I would have thought that arrists from thosc
counrries don'r have manr training opporrunities.
MARTIN: Weil, certainly in the Arab world, where there
are verr few esrablished art schools, artists traditional
ly go ro the West tO stlldy. There is, of course, the fa-
mous eairo Schoul of Fine Arts, which is DOW 100 ycars
old, bot mherwise you are right: there are few oppor-
runities. And yet, rhese artists have creatcd a really dy-
namic art scene in a shorr space of time. If )'ou go tO any
private viewiog in Dubai, it's crowded! It's still a very
optimistic city. You don't sec that in Loodon any more.
MELEGATI: And Dubai is also very rich!
MARTIN: Yes it is, bot it has a dkbfd. reputation for be-
ing all aboue luxllry hotels and shopping malls. There
is now a move in the whole UAE ro promote culture. In
fact, the honorarv NIron of the Art Dubai fair is.shcikh
Mohammed bin Rashid Al-Maktoum, the UAE prime
minister. The inrercst in art in Duhai has grown hugcly
in recenr timcs. Thc Dllmber of gallcrics has gone from
five co about 40 in just four years. In 2004, before the
311ccion houscs arrived, art ~ wcrc about $10 million
(about E8 million). When Christic's opened in 2005,
ehey projcgcd salcs of $30 million for 2006 to 2009,
bur in jUSt (Wo years, sales were over SI 00 million. Does
an from rhe Middlc [aSt interesr the lralians?
412009
MElEGATI; And how is the gallery doing?
MARTIN: Hav' you always worked in an art auction
house?
MARTIN; Thc same as with evcry other business. Busi-
ness is down by abom 20 per cent. But I have to say rhar
I'rn a big fan of the recession. I opcned my gallery dur-
ing the last big rccession, in 1992. If you have cash,
rhere is no better time [0 start collccting, bccause you
ean ger same good oargajns.
MELEGATI: Yes, it was an cxtraordinar)' aucrion. How-
ever, ir would have made far less if it hadn't been
ciared wjrh the name Yves Saint Laurent.
MARTIN: Yes, our what we are seeing is [hat thc more sc-
riuus collcctors are now looking For ver)' good art.
Thcy're nor raking risks with artisrs who are supcrficial.
Thc frjvo1jry of (he laS1: five years has gone.
MARTIN; I'rn a bir seeprical abour news of huge pcreen-
tage rises and falls in this business. Therc are srill peo-
pie wirh money who want tO collcet. I mean the aucrion
carlier this year of Yves Saint Laurent's art colleerion
broughr in almost $484 million - ar least $200 million
more chan was cxpecred!
MELEGATI: Well,l can'r say I'm a fan of [he recession. Ir
has hit us hard. For example, it's now almosr impossi-
ble to seIl furniture in Imly. And the value of comem-
porary art has fallen 40 per cent here, as it has in New
York and Landon.
MARTIN: Weil, in the conrcmporary art marker, people
are still buying ne", names. But tastes have bccome
more and rhey are buying more scrious art.
MELEGATI: I rhink rhar's the right response ro rhe erisis.
Those who still have money shouldn'[ buy new art, but
should concenrratc on high-quaIity, csrablishcd art.
MELEGATI: Well, I hope ir brings you lors of new busi-
ness, John!
MARTIN, Thanks, Luca. Niee tal king ro you! BI
associale slh. wil/1 slh.

bilfJain ['ho:gm]
big: be - JblgJ tfml.
1. krend31o:llrilj
c_entrepiece I'SCnI3{1i..:tl

clithed ['I::IJ:Jeldl

Court of Naples ;;IV
crldit crunch ('kredit kr.'!!!Il
critical interest l,l::nuk'l 'lIttr.lSI]
MELEGATI: Yes, for the past 20 years. I worked at Sothe-
by's as an expert in furnirure of rhe 18th cemury and
CominentaI ceramies unriI2008. Then I became a direc-
rar and head of the ceramies depaament at Wanncnes.
I guess this job is in my blood. J COtne frorn a family of
collecrors and havc myselF collected ccramics and silver.
Have you always been in the gallery business?
MElEGATI: Not reaUy, and I don't think it ever will. Italy
is quite a doscd marker, not only because rhe counrry
itsclf is dosed, but also because we have a lor of bureau-
crarie problems to da with maving art. Thc Italian mar-
ker is also ncrvous abollt invcsting in oew artists. There
was an attcmpr ro push Australian art on the Mil.an
marker years ago and, alrhaugh ir attracred .rri.IkaJ.
jnrerest, it didn'r seIl.
MARTIN: Yes, l've had my ganery for ahaut J5 years,
bur, unlike you, I deal mainly in conremporary art. It's
something I underStllnd bceause I used CO be an artist
bcfore realizing rhar IllY skills lay more in organizing
exhibirions.
etw. mll einer Sache In

__ __
__ Sachl! sein
Armleuchter
-MlllelstocMrunkslOck
Keramik
--kliSCheehaft
nitgen6ssisch
__ von Neapel
Kre<lItkrise
hier: das Interesse inlellek-
tueller
department Idi'pu:tm:lOtJ Abteilung
emerg!!y: [i'm:s:dm aufstrebend
marbt SChwellenmarkt__
elhibil hg'Z1bnJ alJ'SStellen
exhibition (,l'ksl'bIJ"!ll- Ausstelluni-
fair -----M-esse __
fine arts [,fam 'u;lsl __
frivo!ity __ __
l,on...;,ri 'pelt,;,n]
hub (hAb]
Hemelrer; hier:
Milan Iml'lreoj __ __Mailand__
Palestine PaJastina
private Vermssage
l!I"oject s!!!,jpra'd3cehL elw. I?rognoslizieren
sales Umsatze __
shelkh [felk] Scheich
50ber l's<X.lbOlj-- sachlich. nachter;;---
__
swtet shop; be like a child In a -- sich WIe ein Kind in einer
['SWi:1 fnp] UK Wunderwelt fOhlen
4/2009 Business Spotlight 39
BUSINESS SKlllS POSITIVE THINKING
THE POWER OF THOUGHT
Wer negativ eingestellt ist und negativ denkt, verspielt seine beruflichen Chancen. BOB DJGNEN zeigt
Ihnen, wie es um Ihre Gedanken bestellt ist, und wie Sie positiver werden knnen. Bill.
\Vbar exaetly is positive rhinking aud wbar are its
henefirs?
Can you choose ro think posirively?
How can )'OU learn ro think more posively?
Whar lauguage should you use as a positive
thinker?
1. What is positiva thinking?
For same people, positive thinking oHers the possibiJi-
ty of greater happiness. For others, it's a way ro
lliIh a lack of confidence, anger or frustration. In pro-
fessional life, it is also a ro greater Sllccess. Sport
psychologists are oow employed in many disciplines
because a positive mental approach is seen as essential
to achjeying the highest levels of performance.
A
s the recession dccpens, ir may seem strange
to talk about positive thinking. Orders are
being cancelled, jobs are disappearing and
budgets are Bm it )S now more
imponanr than ever CO have a posirive view
oi yomself and your colleaglles in order to make the
mosr oi rhe remaining opporruniries.
)n [his arriele, we examine the meaning of positive
rhinking. We also look at rechniQues tO help you avoid
the kind of negative thinking that can pre\'em )'OU from
developing your full potential. Before you tcad on, think
abour rhe following questions. Then comparc your an-
swers wirh the commems in rhe arriele.
achlewe sth.
approach
attitude l'Elllju:d]
con5truct 5th. [k:JII'strAkl]
cope with 5th. ('hop ",.tl)
druc:ling: be - 5th. l'dre<t1o}
fulfil 5th. (ful'fd)
lewel of I!'tl!rform.mce I,lev>l ;". p;,'!J:m;lOsj
malntain sth. (meIn'tcm)
mean5 [mi:nz)
ml5fortuM
mlnlon in life ('mI1'0 I ,J3Ifl
on track 1.00 'Ir.d:]
percl!lvl! sth. [p;,'si:vJ
score (slh.) [sb:)
51a5h 5th.
technique [tck'ni:k]
42 BusinessSpoilighl
er.. erreic.l'Ien
Herangehensweise
Mittel
Pech. Missgeschick(e)
lebensaufgabe
auf Kurs: hier: auf dem
richtIgen Weg
etw. wahrnehmen
Punktzahl; etw. bewerten
etw. (drastisch)
ZU53mmen5treichen
Methode,
Bur what exacrly is positive thinking? Essemially, ir
means three things:
Thinking positive thoughts about yourself;
Thinking positive thoughts about other peop1c;
Thinking positive thoughts about the events in your
life: past, prescnr 30d future,
2. Aquestion of choice
The way we experience Iife is detcrmined less by exter-
nal realiry than by how we oercejye things. We can look
ar a glass and fcd disappoimed that it's half empty, or
we can be happy rhat it's half full. \VIe are observing the
same we construg differenr meanings on the
basis of our anirudes and helieEs.
For example, when you lack confidence in )'our skills
(""rn not very good wirh figures"), when )'ou sec orh-
ers as better than you ("1'11 never be as good as her"),
or when YOll fear failure ('Tm dreadiog rhe presematioo
tomorrow"), )'Oll are not describing yourself- )'ou are
cOllstructillg yourself. You are forming and mainraining
a negative identiry that damages yOll, yaur relatiollships
and }'our poteoal to perform wcll.
HOW POSITIVE ARE VOU?
Answer the followrng questions about yourself turn to page 44 10
fmd out your POSltlVlty
Alwaws Usuall Sometimes Seldom Never
I thlnk thai
I am successful.
I find it easy to relax
and have fun.
I see the good in
other nPrlnle.
People hke being
with me.
Peopfe describe
me as ootimistic.
People feel
SUDOOrted bv me.
My work is
enjoyable.
I wake up feeling
molivaled to "0 to work.
Ithink that my
career is
I see myself Mfllling
my mjssjon in Iife.
4/2009
Y)1
has been filled
with terrible
misfortune, most of which
never hapl=l ned"
Miene de on 19f1e,
French phllOSO
5"33 92)
BUSINESS SKILlS POSITIVE HINKING
HQW POSITIVE ARE YOU?
Feedback (see page 42)
Add up your points in the following way: Always =
5 points; Usually = 4 points; Sometimes = 2 points;
Seldorn = 1 point; Never'" 0 points. Add your points to-
gether and then read the analysis below.
40-50: Your approach 10 life seems to be very posi-
. live in relalion to yourself. olhers, and what happens
around you. Read lhe article carefully for one or!wo
ideas 10 increase your level of positivity even further.
II you are in aleadership position at work, Iry 10 culti-
vale this positive JD.J..rnl31 in others.
25-39: You are positive In many areas, but could cer-
tainly benefit from applying rnany of the techniques in
this article. Identify one or two areas in which you
would like to improve, set ~ for yourself. and aim
to achieve them - which you will, of course!
0-24: Positive thinking is not something you seem to
be praclising at Ihe moment. Read the article several
limes, create an action plan. and then imolement it.
Complete the queslionnaire again in six months to see
if Ihere has been any change in your mindset. You
may need extemal support - for example, trom a coach
-10 help you through this process.
Other people ma)' inf]uence this process, but )'011 have
ro rake responsibiliry yourself for your thoughfS. You
can choose ro think negatively or tO think posirivcl}'. Be-
fore we look at tcchniques that cao help you ro (hink
more positivei)', answer the Questionna!re on page 42 ro
~ )'our positivity level and then read the commcnrs
above.
3. Techniques for positive thinking
Now that you have an assessmenr of your positivity lev-
el, let's look at some teehniques co increase it.
a) Recognize and manage your emotions. Negative
emotions can destroy )'our ability to think positively
and rarionally. You ean manage your emotions by us-
ing a three-srep process;
Step 1: Become aware of negative emotions as the)'
eorne up;
Step 2: Monitor the effcct that these emotions have on
yOllr behaviour;
Step 3: Change your typical behavioll[ co enable posi-
tive thinking.
Let's look at a simple examplc. JoAnn is siuing in a
meeting with Terry, a colleague who tends tu talk a lot.
Here are twO possible scenarios:
Scenario 1: JoAnn doesn't manage her emotions
JoAnn sits and listens to Terry. She becomes inereasing-
Iy irritated at having to listen to things she doesn't agree
with. Also, Terry docsn't seem at all inrerested in hear-
ingJoAnn's opinion. lr's always likc this - ehe same old
44 Business Spotlight
The face of SUCC8tlS:
sending postUve ilgnals
is good for business
story of being talked at! JoAnn loses p;ltienee and de-
eides to inrerrupt, but Terry prcvems this by talking
faster. All this makes her feel angrier and angrier. In the
end, she srops listening and starts thinking about her
next meeting larer that day.
Scenario 2: JoAnn manages her emotions
JoAnn sits and listens ro Terr)'. She feels herself becom-
ing irritated and wanrs to inrerrupr. She noriees her
body Im..S..ing., her brearh shortening, and how she is
sbjfting in her chait. She consciously decides to relax, co
breathe deeply, and to sit more comfonably. She smiles
at Terry tu genera re a positive atmospherc. She also con-
sciously stays silem and concenrrates on finding somc-
thing inreresting in what Terry is sa)'ing. After all, Ter-
ry is an expert in the .subject and knows more than she
does. As JoAnn does this, and leans forward in her
chair, Terry leans back and srops speaking. Then he asks
JoAnn, "What do you think?"
Pracrise managing your negative emotions by observ-
ing them c1oscl)'. consciously relaxing, eneouraging
yourself (0 be patient and tolerant, aod adoptine more
construcrive forms of behaviour. Remember: }'OU are re-
sponsible for )'our own emotions, nobody else.
b) Challenge negative thoughts. You can think more
positively b)' consciously ehallenging negative thinking.
Lmagine that )'our thoughts are likc a waterfall and that
YOll are standing in a ~ behind the waterfall, watch-
ing the strcam of thoughts running past. Deeide whieh
pans of the stream are positive and suppOrt you, and
which ate negative and.rmrisJ: )'ou. When YOll see neg-
ative thoughts, you necd to move rowards a more pos-
itive and balanced perspcctive. Ler's look at some exam-
pies of how ro rethink our thoughrs.
An importam point here is that critieizing, blaming or
m Q a o i n ~ about others ean produce a negative spiral of
emotions. Maybe rhere is an explanation for someone
4/2009
MOVING FROM NEGATIVE TO POSITIVE THOUGHTS
;...---- ...-
What you see Negative thought Move to a positive perspective
You get arequest to give a presentation -Oh no! That means a lot of prepara- "Great. It's an opportunity to support
to the b2afi1 tomorrow. You have to pre- lion, a lot of stress. I can't do it. 1'11 make my boss and represent the department.
pare the presentation Ihis evening. a fool of myself. - I can improve my own tareer Drosoetts
by doing a good job."
A new cotleague arrives for a meeting.
"She's r.u..d..e. and is not a team pJayer. She "She may be quite W. Perhaps she
She does not smile as she enters the
doesn't want to be at the meeting and is doesn't speak very good English or is
room and then sils alone in a corner dur-
going to be a real problem for the proj- not very confiden!. lt looks like she has
ing all the coffee breaks, looking at her ect team. I knew ltt" a lot of work to da at the moment - per-
mobile phone. haps an urgent
An international team colleague sends person is altacking me. He's esca- "This person may be keeping my boss in-
yau an e-mail - and also caRies jt to lating this and putting me under farmed aboul a serious problem. He
your boss. pressure by involving my boss." might be very cQmmjtted 10 the projec!. I
dont know yeL"
else's behaviour rhar you don'r know. Ma)'be )'ou could
have done more to belp. And, anywa)', blaming, moan-
ing or criticlzing won't hetp to make things beuer. In-
deed, this kind of negarive thinking can dimioish )'our
with othcrs by making you sound defensive,
arrogant or even ncurotic.
advance. Visualizarion teIls the brain what successful
performance looks 3nd feels like, and as a result makes
ir c3sier for us to perform weIL
cop)' 5th. to sb. rkopi tul
sich etw. zu eigen machen
BestimmtheIt
etw. beurteilen, etw.


asseument [3'scsm;lntJ [inschatrong
assumption [;,'sAmpJ"n] Unterstellung, Mutma6unL
audience [':o:&:onsj Publikum
board Vorstarld
career prospects Berufsaussichlerl
Ikclv] Hhle
challenge 5th. ['tIrelmd31 etw. in/rage stellen
coffee break ['kofi brelk] Kaffeepause
committed: be - 10 sth. [k;l'milld] eone Sache
__
jmdm. etw. als Kopie
.. (Abgabe-lTe!min
Abteilung _
etw.
etw. umsetzen
gereizt, verargert

_
H..""
elw. berwachen
vorschnell

jmdn. einschr3nken
unhflich
herumrutschen
schchtern
Ansehen
Tabelle
Ziel
sich anspannen
schwache leistung(enl
deadline ('do:dlalnJ
[di'poam:ont)
dirrlinish sth. Idl'mlnlD
implement sth. ['lml'irmentJ
irritated I'lrrtcltld]
issue l'IJu:1
mindset ['mamd'\CtJ


monitor 5th. ['mnnlt3/
Lpri:'d3Ad31
restrict sb. [n'.lnktl
rude

!!!r.1l.!!J
standing
table ['telb>ll
!'[Q;gnj

underperlormance
c) Use positive language. We can see in the mbk: abovc
rhat the language of negative thinking is ver)' different
from rhe language of positive thinking. Negative think-
ing is fuH of assumprioos about people's behaviour
("This person is attacking me"). It comains limiting be-
lids about one's own ability ("1 can't do it"). Ir judgcs
orher pcople ("5he's rude").
Positive rhinking, on the other hand, is abom possi-
bilir)' and opportunity ("This person ma)' be keeping
m)' boss informed... "). Ir conrains optimism, confidence
and aSserri\'eness ("Great. It's an opportunity to... "). It
is also abour seeing rhe best in others and nor
i!:!.g them ("He might be vef)' committcd to rhe proiect.
[don't know yct").
Positive thinkers make positive statements about oth-
ers, about situations and particubrly about rhemselves.
So rr)' stating things thar you ClW do rather rhan what
)'ou can', do. And do this often. As you do so, )'ou'lI
find that )'our performance will improve.
(For more language rips, see the survival guide on
pages 47-48.)
cl) Visualize. To support positive thinking, visualize
yourself succeeding. For example, before a presentatiQll,
imaginc yourself standing cOllfidently in front of the
audiencc. Hear )'ourself talking eloquently and imagine
[he feeling of getting posirive feedback. All rhis ma)'
sound a little anificial. bur ask Tiger Woods how he
plays those geeat golf shots - he visualizcs them in
4/2009 BusinessSjXltlight 45
BUSINESS SKlllS POSITIVE THINKING
Poslttve or negative
thouihts at worlt?
The cholce is yours
Here art' three rips thar can help you be more realistic:
Don't expect 100 per cent performance every time. .Go:
for 80 per cent from time ro time;
Oon'r compare YOllfself fO orhers. Oon't try to be a
Bill Gates, just behave in your own way;
Keep a sense of perspective. There afe more imporrant
things tu focus on in life than getting angry when
someone misses a deadline.
ships that posirive rhinking. And don'r forget tO
givc positive feedback, for example b)' showing recog-
nition for a job thar is weU done. When you praise mh-
ers, mutual ap:p:recjarion develops and positiviry flows.
h) Enjoy critical feedback. Critical feedback often
stimulates negative rhinking. We statt dcfcnding our-
sc1ves and beeomc aggressive, rhus dcnying ourse]ves
opporruniries tO learn and improve. Try to enjo}' criti-
cism. Ir helps you co Icam how others see you and teils
}'ou whar you need to da better tO manage orhees.
i) Create a personal mission. To maiorain 01 posirive ap-
proach, we need a dear sense of pyrpose, a sense of why
we do what wc do. Such a personal mission makes our
objectives dearer, more meaningful, and more easily
achievable. Motivation rhen grows, as docs self-esreem
and confidence. As confidence incteases, defensiveness
decreases, and we become more open ro feedback and
hener able (0 handle confliet situations. With Jess inter-
personal eonflicr and grearer self-fulfilmenr, posirive
rhinking flows narurally. The is sclf-supporting.
f) Build relationships. People are social 30imals. We
need positive connections to others or we begin to gen-
erate negative thoughts. So, it is essential to build effec-
tive rclationships and to nenvork actively with those
whom you like and wbo like you. The pressure of busi-
ness makes it 0111 too easy fO lose touch witb those who
mauer. Yer, jf you allow yourself to hecome isolated,
you risk becoming defensive :md aggressive.
g) Make happiness happen. Cultivate positivity and
happiness around you by giving support ro others. Also,
ask for support - people ofren wekome requests for
help, as ir makes ehern feel needed and valued. ereat-
ing a loop of give-and-rake ean develop dceper relarion-
4. Time to be positive
Tbe techniqucs aud steps that we have discussed here
may take 01 year or more to implement. After aU, we're
talking about change management: changing beliefs,
emotions, thinking processes and forms of bchavjout.
Bur the potential benetJt is enormous. Positive rhinking
offers us an opportuniry to engage with rhinking habits,
patterns of emotion and behaviour that limit our cxpe-
rienee of life. Ir doesn't oHer us solutions co all our
problems, bur ir allows us co rerhink who we are and
how best we ean work wirh mhers to reach better
solutions. For rhat, it must be worth a rry! III
For more information
BOB OIGNEN is one of the directors of York Associates
(www..)'Of'k-associates.co.ukl, WhlCh specializes in lan-
guage, communicatlon and intercultural trainmg.
Contact: bob.dignen@yor1(-associates.co.uk
".

W You can practise this topic on Business Spotlight Audio


[11'11'11'1 Walch our !ree videos, Business with Bob, !or more tips on
how to improve your communication skills at work
www.business-spotlight.delvideaslbob
BOOKS
Positire Thinking, Susan Quilliam, Dorling Kindersley, ISBN
978-0-7566-3481-6, (5.80. ti:6l. p d
Wherel'l!r rou Go, There rau Are: Mjndfulaess meditation frx
ereryday life, Jon Kabat-Zinn, Platkus, ISBN 978-{)..7499-
2548--2, (19.31.
INTERNET
Mindtools: www.mindtools.comIpagesIarticlelnewTCSJJ6.htm
Brain Science Podcast: http://docarlemis.com/brainscience
podcast/200BlOBI22144-sfegel
WertschAtzung
Veranderungsmanagement
Selbstwertgefht
ErlBltung
Zweckbewusstsein
soziales Wesen
etw. unlerstiit?en.
elW. /Ordern
lose louch with sb. r.lu:l 'IMJ wlOj
toop (lu:pl
[:IJ!!tlj'eII>nJ
chane;e management

crle KreIslauf
Idi'fcll5lVJ abwehrend
denl oneself sth. [di'n,1.! ... "n,self] SIch etw. verwehren
engage with sth. \l;'j an etw. arbeiten; sich mit etw.
__ __
10 for sth. r:.:[ auf etw. aus sein; hier:
etw. anstreben
Schleife: hier: Kreislauf
den Kontakt zu jmdm.
verlieren
Achtsamkeit
wechselseitig
Kontakte knOpfen und pflegen
Ziel(setzunsl -
Muster
mlndfulness
rnutualJ'miu:lfu:>1]
nelwork ['netw3:kl
objective
pattern ['pa:l'!!l
self--esteem
self-futfitment \,sctfful'fllm;Jnl)
sense of purpose !..Jens "" 'p:1:p;lS]
50Ciai anill'lill b:>uf" '&:1m>ll
suslain sth. (s:l'stclnJ
46 Business Sjxldigtll 4/2009
SURVIVAL GUIDE BUSINESS SKlllS
BEING POSITIVE AT WORK
Cut this page out and use it to help you to be positive in work situations
This section provides some phrases that you can use to be positive in your job. Remember, however, that
these phrases are only suggestions. You shouJd use onJy the language that you feeJ comfortable with and that
is right for you in each specific situation. i I) i! 1i
The solution is to...
S"
Mavbe I can..
This is a oroblem.
I. Uslnl positivl lanluall
To support positive thoughts, you'lI need to use positive language.
Don't sav
I can't ...
Findine: solutions:
Facine: challenges:
Definine: responsibilitv:
AnaJvsine: others:
Describine: vourself:
He shouldn't have...
She's!.lH1.e.. (Iabelling)
I'm not verv a1...
Mavbe I could have...
She said nothinll. (describinll)
Mv main stremrth is to...
2. Maklnl happln..s happln
Generate positive moods in yourself and these around you with the following aporoaches:
Give su rt: Would ou like me to... ?
Ask for su ort: Gould ou... ?
Give ralse: Your resentation was excellent.
Acce tin raise: Thanks for the ositive feedback.
3. Croatlnlroallstlc Isplclatlons
If we set unrealistic we create opportunities to fail, which can then generate negative thinking.
Define what can be done: It's realistic to set a target oL.
Define what shouldn't be done: It's unrealistic to...
Create a If things don't go according to plan, we can...
obstac!es directr : We'lI need 10 deal with...
4. Asklnl qUlstlons about c,llicalllldback
Ask questions 10 help you fully understand and apprecjale the feedback. This aJso stops you tram being defensive.
Ask for more information: So whal did I dolsay exaclly?
Ask questions for c!arjfication: What do you mean exactly?
Ask checking questions: So you mean that I...?
Ask for alternative scenarios: What would have been better for you?
Ask for advjce: What do you think I should have done here?
5. Croatlnl a posltlvl personal vision
Write down a positive personal-mission statement with an action plan on how you think you can achieve it.
Define your personal vision: My personal vision for my working life is .
State your objectjye: My main objective over the next year is .
Create your action plan: What Jneed to do to achieve my objeclives is...
appreclate 5th. [:l'pri:[iellt etw. zu sch3tzen wisse"",,"__
al!(lfOilCh __
backup hier: Notfallplan
ehallenge bJa:hnd31 hier: schwlerile Aufgabe__
: elariliealion l,kJ",r<lfl'keIJ'n) __
V label sb. ['lelh'l1
J,b objective l:lb'd3ck\lvl Ziel(selzungl
obstacle f'obsl:lk>ll___ Hindernis
personal.minion statement --persnliCher leitsatz
. LP::!=.sn:lJ'mJJ>n
phrase-.lfrelzl _ Ausdruck, fOfmulierung
rude Iru:dl __
tackle 5th. ['ta:k'JJ elw. in Angriff nehmen
target ['IIJ:grt] Ziel(selzung)
4/2009 BusinessSpJdighl 47
BUSINESS SKlllS SURVIVAl GUIDE
6. Vocabulary: ne,ative emotions
Negative emotions can arise when other people do not meet our care emotional needs. Below are these core needs
aJong with some useful vocabulary about negative emotions:
a) The need to feel respected by others, If this need is
not f.l!!.fi!.!.e.., we may feel:
criticized kritisiert
d) The need to see justice and ethics in ooeration. If
this need is not fulfilled, we may feel:
accused beschuldigt
cheated betrogen
punished bestraft
interrogated verhrt
judged (falsch/ungerecht) beurteilt
lied to beJogen
verspottet
unterschtzt
disrespected missachtet. geringschtzig
behandelt
gekrankt
belehrt
insulted
lectured to
mocked
underestimated
zynisch
vorsichtig, zurckhaltend
skeptisch
misstrauisch, argwhnisch
benutzt
hereingelegt
e) The need 10 trust and be trusled. If thlS need is not
fulfiJled, we may feel:
cynical
guarded
sceptical
suspicious
used
tricked
pressured/pressurized unter Druck gesetzt
b) The need to feel independent trom others. If this
need is not fulfilled, we may feel:
controlled kontrolliert
manipulated manipuliert
forced gezwungen
powerless machtlos, ohnmchtig
attacked angegriffen
c) The need for others 10 recognize our importance.
If this need is not fulfilled, we may feel:
disapproved of missbilligt, kritisiert
00You can practise this topic on Business Spotlight Audio
1.....1Watch our tree videos, Business with Bob, fer more tips
on how to improve )'Our communication skills at work.
www.businessspot/lght.de/Videoslbob
discouraged entmutigt
insignificant unbedeutend, unwichtig
misunderstood falsch verstanden
rejected abgelehnt, zurckgewiesen
ignored ignoriert
core-emolional needs
{,b:ri,ffi;lllf"ll;jj 'ni:dzl
lulfil sth. [rlll'flil
in operation: see 5th.
[In ,np;)'rcIJ'n]
emotionale
_
__ etw. erfQllen
sehen, dass etw. realisiert
Wird
BUSINESS WITH BOB
B b O
.. Spodleh"_ Qt
o Ignen _ ........_ ....__ YOR!;.
'-

T0 watch the free videos. which are updated each week, go to:
www.business-spotlight.de/videos/bob
Business Spotlight has launched the new
video senes "Business wilh Bob" in part-
nership with www.kaniere.de. the website
of Handelsblatt Junge Kaniere magazine.
In each of the ten videos. our regular Busi
ness Skills author BOB DIGNEN gives you tips
and examples for improving your communica
tion at work.
The first five videos look at topics relating
to Socializing, such as small talk and the
role of culture. listening skills and how to
end conversations politely.
The second set of five videos looks at
Business Meetings. including dealing
with difficult people. taking decisions and
leading meetings effectively.
THE WRITE WAY BUSINESS SKlllS
WRITING LEllERS
OF THANKS
Je nach Anlass knnen Dankesbriefe mehr oder weniger
formell sein. IAN McMASTER gibt drei Beispiele. Mull ii" i
1. Formal
Dear Professor Shaner Noles
I am writing to express mv thanks for yestcrday evening's pany
on the occasion of your 60th binhday. Ir really was a most enjov-
illlk evening, and Manin and I were dclighled 10 artend.
Thc food was absolutely deliciolls, and it was a grea! pleasurc (0
meet your husband und children.
Yours sincercly
2. Neutral
Dear Judy
Thank yOll for the grcal party last night. lt was a very nice
evening, and it was lovcly 10 be ahle 10 gel together 10 cclebrate
your binhday. Manin und I both had a wondcrful time and hope
you enjoycd the party as much as we did.
Best wisbes I Bes! regards
1. The first letter starts off I(l(mally with the ex-
pression "I am writing to....., which is often
used in business letters. To "express your
thanks" is a formal way 01 saymg thank you,
and "on the occasion of" IS more lormal than
"to celebrate". Also, to say thaI something is
"most enjoyable" is more lormal than "very en-
joyable". Other expressIons in thls letter that
are more lormal include "delighted" Instead of
"pleased"; "attend" Instead 01 "corne" or "be
there"; and "a great pleasure" instead 01
"great". Note the formal ending to the letter.
2. Thls letter is friendly and more informal than
the first one, but 1I IS still not too informal.
Words such as "great", "Iovely" and "wonder-
ful" are neutral ways of describing something
positive. The letter ends with the neutral ex-
pression "Best wishes" (or "Best regards").
Also possible IS simply "Regards".
Hi Carla
3. Informal
Hope to see you again soon.
IAN MCMASTER is the editor-in-chlef of
Business Spotlight. Vou can read his blag
on global bUSiness three tlmes a week at
www.busmess-spotlight.delblogs
Contact: i. mcmasterOspotlight-verlag.de
3. Thls is a very informal letter (ar, more likely, an
e-mail) to someone JiI,I clearly knows weil.
"Thanks a million" (ar, even more Informally,
"Thanks amii") is a common way 01 thanklng
a Iriend. To "have a hell of a time" here means
to en}oy yourself a lot. In contrast, If you say
that you are "suffering quite a bit", thls prob-
ably means that you have a hangover alter
drinkrng too much alcohol. 1I you describe
somebody or somethlng as "a scream", thls
means that he. she or It is very funny. For ex
ampie, you ffilght say: "Dld you see that film
on TV last night? It was an absolute scream."
"Say hi I hello to X fer I from us" are typical
ways 01 passlng on your greetings 10 a thlrd per-
son. Informal letters or e-mails often end with
expressions such as ".I.2", "Best wishes",
"All the best", ".e.nt" or even Il
etwa: herzliclle Gr1le
etwa, liebe Gre
etwa: viele GrOBe

seinen Oank aussprechen
sagenhaft (toll)
(Alkohol)Kater
sich prima amOSlererl
etwa: liebe
arltlsshch
zum SChreien sein
Love I Best(s)
Iill
Thanks a million for the fabulous party last night Manin and I
bad a hell ofa time, although both ofus were suffcring quite a
bit this moming!
What a your kids are! It was great to see them again. Say
hi to them both fTom uso
all the best L:::.:t 'bestl
besl&-
best wishes [,bcSI 'W'[JZ!
[m'dpl"b'l]
Hpress one', Ihanks [Ik,spres w"nz 'fla:oks]
fabulous ('frebjubs] Ifml.
hangover l'ha:{I,::IUv..J
(I1ave) a hell of iI time ({Mv) .. 'hel ..v;, ,talmi
loYe [Lw]
lICCilSion: on Ihe _ of [;,'keI3"l1]
scream: be a - Iskri3II] ifml.
4/2009
Business SpoIJigln 49
BUSINESS SKlllS SAY IT IN STYLE
T
here are lots of ways of saying whether we (hink
samething is likely or unlikely ro happen. Many of
these are idiomatic expressions.
ANNA HOCHSlEDER is a Munlch-based teacher 01
English as a Second Language and also writes on lan-
guage issues in Spotlight and Business Spotlight.
Contact: a. hochSieder@spotlight-verlag.de
Completely unexpe.ted
Finally, the following dialogue comains expressions tO
13lk about various degrccs of probabiiity:
Kay: We're alt going to get a pay rise soon - just wait and see!
Jo: A pay rise? Don't make me laugh! Bob says the sales
flgures are rewer than ever.
Kay: Don't bei on it. He doesn't know what he's tal king about.
Jo: Weil, I mighl as weil lell yoU: I've e:jven Dotjce. I'm
starting at Bradley & Sons next month.
Kay: I don't believe it! You're the last person in Ihe world I
expecled to go over 10 the competjtjoo.
Jo; Yeah, weil, I dido'l really expecllhem to need any new
salespeople. I just contacted them on the off chance-
and they said yes immediately! BI
I knBW it!
It's easy [0 be wisc after the evcnt. lf you want to say
that your prcdicrion aOOm somcthing proved right, you
can use these exprcssions:
The machine broke down again, did it? Weil, that was
.b2WlS1 to happen.
So the client refused to give him another chance? I saw it
coming {a mile away/offJ.
It's next to impossible
There are some colourful idiomatic expressions you can
use to say that you believe something dcfinirely will not
happen:
He wants to get his invenlion patenled? He doesn't have
a (snowball's) chance in hell.
You think they'lI offer me more money? That'1I be the day!
Oh, of course 1'11 get a bigger office - when pigs Ily!
00 Da an exercise on this lopic 00 Business Spotlight Audio
:J Practlse this fanguage In Busmess Spotlight plus
It's unlikely
lf you don't rhink something is going [Q happen, YOli
can use expressions such as the following:
It's hardly likely (that) they're going to hire more staff now,
wilh all these financial problems.
It would be good if eil prices stayed low, but I can't see
Ihal happening.
There's only a slim chance that the plan will succeed -
no malter whal she does.
John thinks Ihere's little chance (that) he will be able to
retire early.
There's an outside chance it's a hardware problem, bul it
sounds more like Ihere's somelhing wrong wilh the software.
Again, in more formal speech, you can use the nouns
"probabiliry" or "Jikelihood":
There's very little Iikelihood that Bradley & Sons will still
be in business next year.
bet (on 5th.) (bel) etw.) wetten bound: be 10 do 5th. LbaumJ] etw. zwangslaufig tun __

give nelke [,glv 'n:>ulls] kOndigen
headed: be - for trouble ('hedldl schwIerigen Zeiten
entgegensteuem
Zinssatz
Wahr5clleinlichkeil
es ist wahrscheinlich, (dass)
fOr den Fall der Falle
kleine

jmdm. die Schuld
geringe Chance
Das mOchte ich erleben!
It's highly probable
II you're sure or almosr sure mat samething is going (0
happen, you can say:
I .tHtl you'l1 get the oHer.
She's sure to be promoted next year.
There's every chance that he'l! be going to France.
It's more than likely thai we'lt have to make other plans.
As likely as not, they're going to put tbe blame on me.
More forrnally, yOll can say:
In all probabilityllikeljbood, we are for trouble.
It's Iikely
You can use phrases like the ones below to say thar you
believe rhat something is going ro happen:
Jf you call Tina now, odds are (that) she'U be at lunch.
I'd borrow now jf I were you. Chances are thai
will go up soon.
If you ask him polilely, Ihere's a good/falr chance (thaI)
he'lI say yes.
Wie sicher sind Sie, dass ein Ereignis eintreten
wird? NNA HOCHSJEDER zeigt Ihnen, wie- Sie Ihre
Einschtzung auf Englisch ausdrcken. i Biii i
TALKING ABDUT
PROBABILITY
interesl riilte reit!
likelihood ('lalklihud!
odds iiI1e (tNlt) ('Ddz 0:1-
off chiilnce: on the
outside ch,nce [,aulS3ld 'ljo:l\sl
[pri'dlkpnJ
l1:ut the blame on 'blclm on]
5lim chance 'IIo:nsJ
50 Business SpodigbI 4/2009
ON THE L1NE BUSINESS SKIllS.
ANSWERING THE PHONE
IN ENGLISH
Knnen Sie einem englischsprachigen Anrufer gewandt antworten?
KEN TAYlOR gibt Ihnen TIpps und ntzliche Redewendungen. Cl! I i
W
har da }'ou 5ay when you answer a call at work
- und the calJer is speaking English? Ir can de-
pend on sevcral things. For example:
Youe organizarion lllay have a standard response:
moming, Hotware Communications. Gerhard Frick
speaking."
Or YOli may see thc number of the caller and recog-
nize ir: "Hi, Mike. What can I do fl)( you?"
Whar can you say if, when you answer in your native
rhe caUee says: "SOtty, but da you speak Eng-
lish?"? Here are same possibiliries:
"Yes, I da. How may I help you?" This response sounds
competenr and professional.
If YOli are worried rhar you mal' nor undcrsrand the
caller, rhen ask him or her ro speak slowly. Sal', for
example: "Yes. a little, if you speak slowty."
Have a standard, EngJish response ready. If you
srarted answering in youe own language, repeat your
standard response in English: "Yes, I do. ['rn Anna
lauterbach, the marketing manager. How may I help you?"
Sometirnes a calJer you do not know will ask for you:
"Could [ speak co Ms Lauterbach, please?" Thcn 311
YOll need ro say is:
There are rhree things ro remember when answering:
1. Get the name right
When you have the caller"s name, remember to repeat
ir to check your pronunciarion. Then use it at least once
more during the conversarion and once again when
ending the call. We oll! wam to be called by our
name, so take the trouble to molke sure you are saying
it correctly,
cheerfull!1!"f'lj frOhlich, gut gelaun_,__
colour 5th. ['lW,,] bei etw. den Ton
con5ultanc)' ..ll:>nsjJ _
emergency.Jt!!l:l:d3:1nsil___ Not(faill-; hier: Eil. _
injure !'lnd,FIl Imdn. 'lefletz.!!!-
native Iantuaif' I.nelliv '!lI:ggw,d3L Mullersprache
l'pmp:>L- ricl:!!!L.-
put in (an order) [,pur (eme
reinfon::e 5th. (,ri:rn'h:sl untermauern
$ales Isel-tzl Verkauf, Vertrieb
stock [slokL- Warenbestand _
take the trouble [,lerk 0" 'trAb'll srch die MOhe machen
warehouse --rager(hausl --:: _
white goods I.w3n 'godzl Haushaltsgerale
412009
2, Find opportunities for small talk
Small talk helps build positive relatiollsbips, and it
doesn'r always have to come ar tbe beginning of a
conversarion. Lisren for any signals du ring the cal1
rhat your parmer would like to talk about something
other than business. A few senrences of small talk hc1p
ro break the iee and tO create a positive feeling.
3. Sound positive and cheerful
YOli can reinforce your positive message by sounding
positive. Ir hel ps the cal1er ro feel "welcomed" if it
sounds as if you havc a smile on your face.
Here's a good examplc of a non-native speaker answer-
ing a call in a professional way:
Markus Schneider: Horst AG, Schneider. Verkauf.
Harriet Knight: Oh, hetto. Sorry. 00 }'Ou speak English?
Schneider: Yes, I do. I'm Markus Schneider !rom
Knight: Ah, good. My name's Harriet Knight trom Mason's
White Goods In Birmingham.
Schneider: How may I help you, Ms Knight?
Knight: Oh. Please call me Harriet. Wett, our warehouse got
flooded this week.
Schneider: Oh, yes. I saw the flooding on the TV news. rt
loaked terrible.
Knight: Jt was, but fortunately none of our staft
Schneider: Ah, wett, l'm glad to hear that. So how can I help
you, Harriet?
Knight: Weil, we lost a lot of s1Q!J!. in the flood and I'm ring-
ing to ask if we could QU1..1n an emergency Of"der.
If you llse these simple tips, you will sound like a
friendly and camperen( business partner at the stan of
any international call. And remember: the first im-
pression is importanr. Ir can rhc rest of the c311,
and indeed your whole business relationship. I]
rnYou can practise this lopic on Business Spotlight Audio
(.."..jlmprove yaur telephonrng skirts - get our podcasts:
www.business-spotfJght.de/podcast
KEN TAYlOR Is a partner in Axiom, a communrca-
trons consultancy in Landen (www.axiomskills.
com), and lhe aulhor of 50 Ways to Improve Your
Telephoning and Tefeconferencing Skills (Summer
lown). Contact: KTaylor868@aot.com
Business SixJllighI 51
BUSINESS SKILLS MEETING POINT
DEALlN& WITH
INTERRUPTIDNS
Bei Sitzungen geht es manchmal nicht ohne Dazwischenreden.
Km TAYLOR erklrt Ihnen, wie Sie dabei vorgehen. "i11 i
t;,'pr;,upri"t)
butt in-[.b"l 'In] dml.
intimidatt sb. [m'lImTOCll]
phrase [frel7.)
raise (a
tenlaliyt 1'lenl"lIv]
topic ['loplk)
A
s children, most of us were raught not to interrupt
when other people are spcaking. Bur in meetings,
it's sometimes nccessary ro do so. YOll might have
an important piece of missing information ro add tu thc
discussion. You may know rhe answer tu a question
thar has been ra.igQ. YOll might nred ro correcr wrong
informarion. Or you may simply nced tu inrerrupr
someone who is dominating the discussion.
Doing this in English rcquices you ra know certain
kcy phrases ro make your interruption an apprQpriate
one. You also need to think about your body languagc
and voice. Here are some tips ra make it easier:
Key phrases
The mOSt common way of interruprillg is ro sa)', "Ex-
cuse me" or "Sorry, but... ". Then you could add Olle of
the fol1owing phrases:
"I'd like to came in here jf I may."
"May I add something here?"
"I'd like to comment on that.
"I have a point to
"Can I just bJ.Ltlin at this point?"
Body fanguage and yoice
Raise your hand and lean forward. If tbe meeting has
a chajrpersoD, look at hirn or her rather than at the
speaker }'OU want to intcrrupr. Speak e1eady and firmly.
If you sound tentatiye, pcople will oftcn ignore you.
Preventing interruption
Don'r automatically wav to anorher speaket out of
polireness. Sometimes ir's important for you to finish
___angemessen, passend
sich einmischen,
dazwischenreden
chairpefS9n :;;-__
come in t,io:Am sich emschalten
consuttancy Ibn'sAlI:msi)__ Beratu.!J8SUntemehmen
fluenll'nu:;,nt) (eme Sprache) flssig
:::;;,.."" -"'''''--
gather one's tnoughts ...."nz 'fb:(sl seme Gedanken ordnen
aive way 10 sb. 1,!lIV '....el lul jmdm. den Vortritt lassen;
imdn. reden rassen
_ jmdn. einschchtern
Ausdruck. Formulierung_
___(eine Frage) aufwerfen
zaghaft__
Thema
52 Business SpxIighI
what rOll intended ro S3y so that the meeting can fol-
low the logic of your argument. If rOll want to prevcnt
thc interruption, trr one of rhc following phrases:
"Perhaps I could finish what I was saying first."
"Sorry, could I just continue what Iwanted to say?"
"I've just got a few more things Iwanted to say."
In many cultures, interrupting is not seen as bad man-
ners. This means that, in international meetings, some
of your colleagues mighr try to intereupr you. Here 3re
same language raols for dealing with such imerruptions:
Returning to the
After the interruption, }'ou need to get back ro what you
weee s3)'ing. Try one of thc following phrases to da that:
"Anyway, [et's get back 10 .....
"To return to what I was saying, ...
"To continue, .....
Gaining time to think
When you have been interruprcd, you might need [Q
garher vour thoughIs before going on. If you da this
sifently, someone else might start ralking. Here are same
"filler" phrases that give you a few seconds to think
about what to say nexr:
"let me think .....
"Where was I? Oh, yes, ... "
"Weil, let's see now "
"Let's put it this way, H
When speaking a foreign language in a meeting, ir's
easy to be intimidated by more t!.Yrnt speakers. Don't
let rhis happen. Just because some people are more flu-
eilt than )'Ou are does not mean their ideas are better
rhan yours. So, interrupt polire1y bur firm!y when nec-
essary, and stop peoplc from interrupting you b)' mak-
ing sure that }'ou state )'our ideas c1early. []
1:3Try the exercises on meetings in Business Spotlight plus
:......1Learn more phrases at www.business-spotlight.delskiffs
KEN TAYLOR is a partner in Axiom. a communica-
tions consultancy in London (www.axiomskills.
com), and the aulhor of 50 Ways to Impfove YOUf
Telephoning and Teleconferencing Skilis (Summer-
town). Conlact: KTaylor868@aol.com
412009
(AREERS DEAlING WITH PROMOTION
GETTING AHEAD
Endlich ist sie da, die ersehnte Befrderung. Nun heit es fr Sie, der Position gerecht zu werden,
MARGARET DAVls sagt Ihnen, was Sie erwartet, und wie Sie in Ihre neue Rolle hineinwachsen. '"!",,I,,'
T
here's good news and bad news. The good
news is rhar YOll've jllsr been promored. The
bad news is rhe same. Being promored is a pos-
itive rhing. oE course. Ir is a sign rhar your abil-
ities have been noticed, and it normally also
means a higher salary in recognition of increased re-
sponsibilities. Yer rhere's a negarive side as weil. Some
people say that dealing wirh a promorion is almost as
strcssful as going through a djvorec.
5tcve Newall, vicc-president Europe for the interna-
tional HR eonsultancy DDI, says: "lt's a famiJiar story.
You work really hard to get that promotion and )'outrc
excired about your new role. Theo, suddeni)', realily h.ill.
h..o.!ru:o: you are on your owo, llnsure of what is really ex-
pected of yOll, missing aspecrs of your previous role rhat
you had finaJly mastered. "
Newall says that eompanies oEteo do not provide the
son oE support that oew managers oeed. "People are
very vulnerable at the point at whieh they make the
move up the eareer ladder from one level to another. 1f
organizations da not address rhis phase and provide ad-
equate support during it, people ean get locked tnto thc
transition mode fOte\'er, with one foot on the last .r..u.ng
and one on the next. and nobody doing whar thcy are
supposed tO be doing on the right rung oE the ladder...
Moving Up
You've worked hard and now you're being rewarded: your com-
pany is offering you a promotion. Here are five things to think
about as you start )'our new job. (For more lips, see the inter-
view with career coach Ali)'a Ali-Afzal on page 56.)
1. Talk to your boss. Get a clear description of the job and
)'our new responsibilitles. What are your expectations of the new
position? And whal does your boss expect of you?
2. Talk to your team. It's important to establish your position
as a new leader. But leadership is not a one-way street. Be
sure to ask team members for their opinions as weil.
3. Get support. Do you feel comfortabfe in )'our new role, or do
you need help in the form of courses such as in management
training? Discuss this with your boss.
4. Find amentor or a role model. Look for someone who has
functioned weil in the sort of job you are about to move into.
5. Talk to your family. How will )'our new job illKt your part-
ner and children? Does it involve more travel or more time at the
office? Are all of you willing to accept this? Does )'our com-
pany offer flexible WOrklDi! hours or the possibility of working
from horne some of the time?
54 Business Spotlight
tommercial bank Ik:l,m3:f'[ 'meokJ
diYorce [dl'v:l:s!
executive diredor hg,zd:jotlv w'retuJ UK
fix 5th_IM.s]
foster!M. ['losI;!]
goodwi1ll,goo'wrll
hit home [hIt
HR consunancy
__
master 5th. ['mu:st;oJ
one-way street [,wAnwe<'C"C"Oi:C'J'--
p'revious l'pri:vi"'sl
promote sb. [pm'm;lot]
promotion [pf;I'm;ou.f>n]
role model ['r;lul ,moo'l]
rune [r"u]
senior ['si:ni",]
supervisOf l'su;poI,vatZ:lJ
transition mode ilnl:n'zII>n m:lUll]
vull'let'il bje1'v,,11l:lf":lOol J
worlUng OOuB !'\!'3:tIO ,llOO7!
etw. beheben
etw. fordern
Wohlwollen.
Entgegenkommen
SIch ins Bewusstsem
drangen
PersonalberatungsfIrma
etw. meistern, etw.
bewlUtigen
Einbahnstrae; hier: ein-
seitige Angelegenheit
fr()here(r,s)
jmdn. befrdern
Befrderung
VOIbild
Stufe
leitend
Abteilungsleiterfinl

verwundbar, verletzlich
Arbel!sZeit(enl
4/2009
I
'----New managers often
don t know what to expect )1
of their japs
CAREERS DEAlING WITH PROMOTION
"It's important to treat everyone fairly"
Aliya AJi-Anal is a full-time career coach al
London Business School. She also has her
own coaching business, Career Coach UK
(www.careercoachuk.com).Ali-Afzal spoke
10 Business Spotlight about some of the
challenges facing the recently promoted.
Getting a promotion is a positive thing, but what are some
of the possible Jilltilll?
: In an internaJ promotion, you might think it's just a title,
but fundamentally you have to accept that your relationship
with your former will change. You can still be friends
- in fact, you can use that to your advantage - but you
are going to have a different perspective and different respon-
sibilities. So the first thing is to admit that - both to your-
seJf and to your former peers. And that's where people some-
times make mistakes, because they don't want to appear as
though they're suddenly going 10 change because they've be-
come the boss. At same point, there's almost a level of
guilt, too; my friends didn't.m..aH...i.t and I did.
How can you use your reJationship with colleagues to your
advantage?
It's very important to have great communication, and this IS
easier when you know the group, that is, the dynamics, the
personalities and communication styJes. You know the
strength of each member of your team and that can be use-
ful when you are trying to achieve your goals. One possible
pitfall is that people may make assumptjons about you. They
feel that they know you and what your expectations are al-
ready, and they have assumptions aboul your management
style. Another thing that you really have to be careful about
is that it's only natural that you might have been closer to
arcrntecrure firm in Los Angeles. Stebbins says he was
surprised at first by how often he had tO interrupt his
. usual work to deal with the managerial side of rns new
job, as he was expccted to be able to understand and
aU of the projecrs in the office. "At the start
of my promotion, I was a bit mll..2ff when I was pulJed
away from my work tO wirh others," he says. "I
think I could have come sooner to an understanding of
my new role and accepted the consranr disruptjons of
my work. It's possible that it just rook some time to
:Jdjust co the change."
Giving yourself time to ger used to your new job is
the key, says ritish carcer coach Aliya Ali-Afzal (see
rhe interview aboveJ. "The most important thing to
remcmber is that rhis is somerhing completely new, that
you haven't done this before, and that you have to be
patient wiIh yourself because it is going to take rime
tO leaen the ropes and up to speed," eom
ments...A big misrake that a lot of new managers make
56 Business Spotlight
same members of your team, and it's really important not to
show any kind of tavourjtism. It's important that you treal
everyone very fairly and are seen to treat everyone very
fairly - for example, by sharing out inleresting work equally.
What da yau da if you have staff hired by your predecessor,
and you don't get 00 wjth them?
You have to think about the objectjve. IdeaJly, Ws about
understanding that trying to appear as
non-judgemental as you can, and tryiog to focus on the task
1rl...IJ.and., Jt depends on the sort of relationship you have. If you
know them very weil. you can mention the fact that things
might not have gone that smoothJy in the past but that, trom
now on, this is what you're going to be focusing on and you're
happy to hear their opinions and get their !llQ.!J.1 as weil.
What it you're offered a promotion, and you're not sure you
should accept it? Shoutd you 20 wjth your instincts?
The thing to do there is to gel about the areas where
you have doubts. So the instinct is good, but it's just a
starting point, because at the end of the day, if you're be-
ing offered the promotion, obviously you have the minimum
of prereguisjtes for it. Somebody thinks you can do itj peo-
pie have observed you, and usually there's a lot of comoetj-
1i2n for this sort of position, so you know as a starting point
that you have the requirements. Whal is your instinct realfy
pointing you towards? Is it a change in your personallife that
might be worrying you? Is it the fact that there are certain
skills that you feel weak in: people management, technical
know-how, leadership skills? Is it that you're not actually sure
about this career and the career path you are on? [ight times
out of ten, it's just a rittle bit of thai fear betore you 1.a.ke.
the pluoge ioto the unknown.
is thar they'lI say tO therr boss, 'Yes, I can do this, this
and this by this time.' You don't know [hat yer. It's
really important to set realistic expectations for your
boss and senior management," AIi-A&.a1 sa)'s.
"lf you don'( set those objectjyes realistically at [he
start, they are jUS[ going to spiral jota a situation where
you fee! you've failed. In realiry you haven'r. There was
no chance of your succceding with rhose expecrations,"
the 43-year-old adds.
For many people, it is also a new experiencc to be re-
sponsible for the performance of others and not just
their own performance. "As a manager, the key diffet-
ence is rhat you no longer are eyaluated as an individ-
ual contributnr in the organization," explains Florcnce
Stone, edirorial d!cec[Qc of the American Management
Association. "You now must work wirh your staff tO
achieve your depanmem and your organizational goals.
Your role is to work: with others tO help them be
producri\'e and effective," Srone roJd the job-search
website Monster.com.
4/2009
00Listen to Aliya AIi-Afzal on Business Spotlight Audio
1--) More careet trends al www.business-spotlight.delcareers
Charles Moore (1925-93)
was an influential American
atchitect, weiter and also a
teacher. He worked and
taught at many universities
throughoul the US, includ
ing the University of Calilor-
nia, Berkeley and the Yale
School of Architecture.
Among his best-known proj-
ecls are the Piaua d'ltalia
in New Orleans and the
Haas $chool of Business at
the University of California,
Berkeley. He was the author
of a number of books, in-
cluding Body, Memory and
Architecture (1977). His
book Water and Architec-
ture (1994) was based on
his doctoral dissertation at
Princeton University in
1957.
live up to thc tradition of ,----------,
A CLOSER LOOK
menrorship Moore pusscd
on, through Renzo, to me."
Not evetyone is as happy
after a promotion as
5tebbins, however. JE you
stil1 feel uncomforrablc af-
ter sever:t1 momhs, Ali-
Afzal says it's time to talk
ro yOUt supervisor. "The
warst thing you ean do is
pretend thut ever)'rhing is
OK and juSt rake that stress
on yaurseH, because if there
is u problem, it's not going
tO go away if you pretend
it's not there. Thete's 3 lot
of main in prctending thar
everyrhing is OK. And peo-
pie will start to nocice-
your team wil1 norice, your
manager will notice." '-------------'
Ali-Ahal says it is imporranr to realae that a rrunsi-
rion is not always smooth. "'You will make mistakes,
and, hopcfully, you wililearn from [hem. If you go in
with thar expecratian, rhen it's easiet [Q deal with the
blllups in the road." (]
Canadian journalist MARGARET DAVIS edits the
Careers section 01 Business Spotlight. Contact details:
......"" m.davis@spotlight-verlag.de
Learning to let go of tasks you enjoy is another prob-
lem for new managers. Srebbins says he can no Ionger
draw as mueh as he would like to. "'I have ro let thc
mhers do that, aod I get to eommem or make eorrec-
rions to the work. Somctimes this is frustrating, as 1
would like to da the work myself since 1feel it would
be more expedjtious." Stebbins says this has forced him
ro improvc his communications skills ro ger the results
he wams.
New managers often feel isolated, parricularly when
they need advice. Stebbins has found amentor and
souree of inspiration in his boss, Renzo Zeeeheno. "'I
have been privileged to work under this very talented
architect - ta[enred not only bot in problem
solving," he says. "Renzo was the fight-hand man of the
grear architect Chatles Moore. I hope in my career tO
Taking over an established team can be difficulr, but
Mike Stebbins says he was easily accepted in his new
role by bis team of 12 people. "" have been at the firm
longer than any other employee - 14 years - so it was
a natural step." Even so, Stebbins has bad tO make ad-
justmenrs. "I have learned ro be more eareful with my
behaviaur. 1 havc come ro understand that cven my
mood can set a roue in the office for better or \Vorse."
5tehbins was fOtrunate i.u having a smooth transition
within his former team. Maira Majerle has discovered
that hiring new staff brings irs own challenges. "\Vhen
I first got promoted, it was a rclatively new organiza-
tion," she explains. "I then hited several people, aod
thar was an intercsting situation.Jr's always achallenge
if someonc interviews weil, but then doesn't acrually
perform as you would expecr." Majerle says that there
is no guaranree thar someone who presenrs him- oe her-
sclf weil in a job inrerview will neeessarily be efficienr
when performing everyday tasks.
sich auf etw. einstellen
Mutmaung ---
letztendlich
in hand [In 'hll'ndl
!!!P.Ut ['InPUt! _
interview weil ['muvju: .....cl)
__
__Beitr.!lg: hier: Me!!!.i:!.!!L-
sich im Vorstellung5gesprath

leam le ropes [.1:In sich einarbeIten
live up 10 einer Sache gerecht werden
make it ['melk 111 es SChaffen
_Ziel(setzungl
peer [pO;l] gleichgeslellte(r)
Mitarbeitet1l!!.L........ __
performance [p?'f:l:m30s]___ Lelstung(en.L... _
p'!!!!11 __Falle, Gefahr
predece5$Of I'pri:dlsn;ol _
prereguislte tpri:'rekw3zil] __
sb. [plI'm;KJI] befOf"dem
P!9motion __Beforderung _
psyche ['salki] __
f1ut off: be -- (,pUI 'nfl sein _
ficht-hand man Assistenl, die rechte Hand
l,rallha.:nd 'ma::n) _
schoot of business beiriebswirtschiiiictie
;JV 'blzn;r.1.1 Fakultat oder Hochschule
set a lone [,sei:' die Stimmung _
spirallnto 5th. (,sp'lI""'l 'mluL- siCh zu etw. aufschaukeln
straln [SlrcJn.L- - Anstreng.lmi-
supervise sth.I'SU:p<>vaIX]
take lhe plunge (,lelk 6" 'plllm.l)l den Sprung wagen
---;'SiCh mit jmdm. auseinander-
setzen
evaluate sb.livll'ljucrt] lmdn. __
_
faVOllrltism !'rclvr,),llz;>m! Bl!YOflugung
get on ..ith sb. "'ll mit jmdm. klarkommen__
up to speed fIt werden, sich einarbeiten
Co wlth one's instlncts sich auf sein Bauchgefhl
WIO w"m: 'InSIl!lkls)
10 sth. 1:.'d;)Asl

at IM end of U1e da,
[3:1 i ,end ;lv
bumps in the road hier: allftrelelKle Schwierlg-
I.b.-mps l ;} keiten
i!?Y..mp __Unebenheit) __
business sChool ['blzn;ls sku:l] belriebswirtschaflliche
C
=== Fakullal oder Hochschule
career coach ['k:ln:l hOlD laufbahn-, Karriereberaler!in)
__Klarheit _
compelition l,tomp.l'IrJ>n1 Wettbewerb; hier auch:
. Ger....!!l.E!:L _
contributDl" [bn'lnbjlJl;o]_ _
desicn _ __Entwurf: hier:
disruptlon Unterbrechung _
editorial director RedaktionscheHinl
_
enaace with sb. [m'geld) 1'.'101
4/2009 BusinessSpx!igtu 57
CAREERS THE JOB DOnOR
Machen Sie etwas aus Ihrem Job, und zwar gleich von
Anfang an! MARTY NEMKO erklrt Ihnen, wie Sie die Dinge
auf eine Erfolg versprechende Bahn bringen. nm;,
MARTY NEMKO is one of America's top
The author of Cool Gareers /OT" Dumm/es
(Wiley, ISBN 978-0-470-11774-3. $19.99), he
has been advlsing dients for more than 20 years.
He is based in Oakland, California. Contacl;
mnemkoOcomcast.net Cf www.martynemko.com
IlfwwJ More job advice at www.business-spotfight.delcareers
Find diplomatie ways ro ger recognized for
your \Vork. Have a great idea? Oon't juSt tell your boss
- he might steal ehe credit. Mentioo it at a meeting.
At evaluatipn time:, say: "I've kept a list of some proj-
ecrs I've worked on. Would you likc ro see it?"
Train for your promotion. What's the next job )'ou
wane? What skills and knowledge do you not )'er have?
Get them. If your company is expanding its Beijing
office, should )'ou download chose Chincse-language
lessons? If your nonprofit needs help in fund-rajsjol:.
should }'ou fiod the best dooor-trackjni: software?
.Hgg:u a dream team of support. Identif)' six people
you admire, at )'our owo workplace as weil as other
places you might like tu work next: potential bosses,
that computer genius, the political expert who seems
co get whatever she wants. Thcy can support you in
your currem job and also in gerring }'our next one.
But remember the old Chinese warning: if you ask
before you've developed a proper relarionship, you will
be d..rnici. So build relarionships: ask them out to lunch;
offer co help them in some way at work; invite them to
a party.
Contront problems quickly. [f )'Oll pm problems off,
the)' can gro\\'. So, when }'Oll don't understand some
thing imporranr, don't pretend YOll do. Ask for help
from your boss or a coUeague, Afraid that someone
hares )'ou? Tactfully tell the person, ""rn worried that
I've somehow gonen off on the wrooe foot with )'ou.
What can I do TO makc things bener?" Oislikc your job
dcscription? Politely ask for a change. Do it OOW, how-
ever, and don't wait eill tomorrow!
Ask tor what you want. Wanr tO try a special project
(hat YOll'd find fun? Ask. Deserve a ra.i.g:? Ask. Most
peoplc know thae asking is the key co happincss and
SLiccess, bur rhey're too ro say anythiog. Oon't
be like them. 1lI
OFF TO AGOOO
START
ar evaluation time Itc i,va::lju'e:,f>n falm]
fill 5th. inLfJ.!..'m.L-
fund-raisingl'f",nd,rcrzIO]
Job description ['(l3u;0
land 5th. U,.. n.ill-...-
nonprofil [,no;n'pro:fn]
ou think landim: a great job is imponant? Evcn
more important is what you do tO make ehe most
of it. Herc's how:
Don't let the cement dry. When )'Oll start out on a job,
your feet are in wet cemem. Jf you don't get out fast,
)'ou'll probably be stuck there. So when your boss says
you'll be doing tasks a 12-year-old could do, aim high-
er. 5a)' somerhing like, "I'm wiJling co starr at the bQ(-
tom, but I believe I could conujbure more. I'm a good
researchcr and writer_" This often resulrs in an
improyed job descriprion. You'll do more imeresting
work, and bosses and colleagues will ehink of )'ou as
ambieious_
Be time-effective. The mose produceive emplo)'ces
have a liule yoke wh.ispering in eheir ear, "'s this the
mose time-effective way?" You should work in a way
that produces thc most benefit per minute spent. Fr
example, whell filljnj; in numbcrs for a sQreadshceI,
ask yourself, "Is it necessary co find the exact numbcrs,
or will estimates da in this case?" When you're writing
a repon for thc boss, is it worrh imcrviewing one per
san, five people - or should you simply use YOllt own
experience?
sobald es um Beurteilungen
"ht
career coach [b'n... Kan'lE!fl!CCl3Ch
contributelk;m'lnbj;>11 bertragen
credit ('kr.:<bl] c:.===:1hrer: Anerkennung
den! sb. [di'nar] jmdm. erne
donor trackingl'doon... das Im-AU8e-Behalten von

etw. eintragen
Spendensamml.!!!!B

etw. an land ziehen
gemeinnOtzig; hier: gemein
nOtzise
put slh. off etw.
raise Ire:.7.] US
recruit lri'km:!] ::: hier: zusammenstellen
researcher: be a gool! Iri'i3:tJ"'J gut recherchieren knnen
spreadsheet[;.J?Tt'dJi;t J Tabelienkalkulalioo
wi!!!P)' ['wlmpiJ i/mI.
WI"OrlI fool, get off 01'1 the -- ,,;th sb. emen schlechten Start mrt
[,1";):0 'fut! lmdm. haben
58 Business Spotlight 4/2009
CAREERS MY WAY
BANKING ON II
Nach vielen beruflichen Ttigkeiten und Stationen arbeitet Sue Schell heute fr eine amerikanische
Jnvestmentgruppe. Mit der Investmentbankerin und Lehrbeauftragten sprach SHARON HUDGINS. m@iifl
management, human relations, strategic planning,
negoriarjoo, and mediation. I'm good ar geniog people
ro focus on goals and reach a consensus."
In 1984, Schell was offered rhe position of
president of human reSQurces and qualiry at Advanced
Energy Industries, a high-tech compan}' in Colorado.
At the time, it was a small start-up business wirh grear
potential. It grew tO 14 iocations in the V.S., Europe.
and the Pacific area. Duting her 16 years wirh the com-
pany. Schell's job took her to Europe aod Asia, where
she developed a Caste for rravel while hclping the corn-
pany grow to be worrh $400 million bdore she retired
in 1999.
WirtschaftsprOfungsfirma
RaWl'liMlsstattung
lnnenarchitec''';"g'

Fetllgllng(sbereithJ
Obemallme

accounting firm l:;o'kaunlll) b:mJ
acquisition [,lEkWI'l.l!"D1
advlsory board member
[;xl'ViUUri ,b):td ,mcmb>l-]
I.resp;)'I\'II"D1 ZIel, Erwartung_
boafd member ('b:l:rd ,memb>rJ Vorstandsmitglied
break [brelk! Pause
challenged
community coltege staatlich finanziertes Co!-
[b,miu:n..ti 'l::o:lld31 US lege mit Zweijahresstudium
degree: complele one's - [di'yri:1 seinen Abschluss macllen
domestic [d:l'mCSIII::I hAuslich
entrepreneurShIP.l.fa..:.!!lr"Pf:l.n3:fl[l)__
execlltive floor fb:r) ehe/elage
l;lcllil1 [f.. 'slt .. li) Anlage ,
greed Igri:dj Gier
holislic health [hoo,lislik 'het9] ganzheitliche Medizin__
Ilu.!!'iln tesources [,.hju:m..n 'ri:sJ:rslz) __Personalwesen
industrial engineering Wirtschaftsingenieurwesen
jm,dAstri..1c:nd)l'nTn!)] _
instatrment-loan department Ralenkreditabteilung
'm'sl:l:tnunttoon di,pl1:rtm..ntl
inlerior decoratlon [m,l1ri>r ,dcb'fClf"D)
inlerior designJ!!!..llri>r di'zam)
managing director 1,m.Ewd311J d..'fCkl>rj
manufacturing division
(,ma:nj ..'fa-k1fflg dl,V1
3
'11,J""CCC-_
Master 01 Business Administration betnebswirtschafthchllf
[,ma:st'r:lv ,blzn.. ..d,mTnl'strclfn] PostgraduiertenabschluM
negotiati0.!!..l!!!.!L0uficlf'Il)
J,pi:dl'oclrJk)
personnel manage!..Lp:.:s.. 'ncl ,ma:md3'rl Personalchef(in) __
professionallicense 'Ja"'nsi
raise (capitall [reiz) (Kapital) beschaflen
real estate ['ri:'II,'lelll N. Am. ImmObilien
restore slh. lri"l.1:rL etw. wiederllerstellen
restroom ['rcslru:mJ US Toilette--
$Kurities [sl'tjuf;)liz)
sell-inflicted [,selfm'filklld) selbst auferlegt
serf [S3:f] leibeigene{r)
$lal't-up busineu !'sto:n"p ,bwus) neu gegrndete Finna
substantial-size 'o'Ofl beachtlicher GI'06e_
vice-prl!'Sident I,vals'prezld;mt) etwa: le.tendeCr) Dlrektor(in)
"'''r''''' rust in bankers is at an alltime low. Bur Amer-
iean investmenr banker Sue Schell says that
there is srilliots of \\lork for good invesrment
bankers, as companies respond ro changiog
market eondirions. Born in Cbicago, Schell
lefr horne in 1967 to attend Colorado Stare Universiry
in Fort Collins. There she srudied "consumer scienee,"
a fjeld thar focused on food, fashion, andinrerior
.d.f..s.ign. "I was very domestic back then," she says,
"und I didn't have great aspirations."
Schell Ich university after rhree years, without COI11-
pleting <lnd rnoved back to Chicago, where
she found a job in the jnsrallmenr-loan depanmenr of
Conrinental Illinois National Bank and Trust. "I need-
ed a hITak from college, and for some reason I was
drawn to banking, although I had 00 background in ir,"
she says.
It was a traditionally male profession. "When I start-
ed working ar rhe bank, there wasn't even a women's
rc.'it[QQm on the exccutiye floor," Schell remembers. "Ar
that time, you knew you could never bc anything bur a
grl.'"
After less rhan a year in Chicago, she rerurned to Fort
Collins and married Steve Schell, a high-school hisrory
ceaeher. Although shc worked at a bank for
year, when their two children were born, Schell decided
ro stay horne and take care of them. Later, she rook a
job as the business and persoW1e1manager of a pediatrjc
dinie, aposirion she held for seven years.
She had staned her awn rnanagemem-consulting com-
pan}' by the rnid-!980s, had been a business adviser
with a public accounring firm, and had taught business
ar a local communjry collCit. In 1984, she wellt back
(0 university, earning a Bachelor of Sciencc in Techni-
cal Managemenr from Regis Universiry in Denver, Col-
otado, in I988. Eleven years later, she received a
Master of Business Administration degree from [he Uni-
versiry of Denver. She also holds professionallicenses in
securjties and real estate. And, horn 19l:l2 to 1994, she
wrOte a rnonthly corumn for Businessworld Magazine.
"When I decided to go back to university to finish my
first degree, J realized thar' had the inrellect to do it,"
Schell says. "I also bad my hands full, wirh nvo children
and a job. Bur I knew that I could do it. The
grearesr limitations you have are self-inOicred. You
bave to convince yourself rhat you can succeed. '"
Bur skills are imporrant, roo, Schell explains. "In my
earliest jobs, , learned my st.rengths were in business
60 Business Spotlight 412009
Schell then opened an inrerior-decorarioD business ar
three locarions in Fort Collins. But b)' 2003, she decid
ed rhat thete were not enough cusrorners for expensive
horne decoraring producrs. So, she wem back to work
for Advanced Energy. During rhe nexr [WO )'ears, she
helped rhe firm wirh a comp:lny aCQujsirion in Germany,
and with the move of [heir manufacrurjng djyision from
[he U.S. ro China. Advanced Energy had opened a
man office in rhc mid-19l:l0s, and Schell traveled rhere
frequently. "I always Joved working in Germany," she
sars.
In 2003, Schell also bccame managine djrecror and an
invesrment banker at Ciradel Advisory Group in Col-
orado, a position she holds raday. "We seil subsrantjal-
size businesses, " she says, "and help busincsses .ta..ig
capiraI worldwide ro acquire :lnmher company or build

In 2005, ScheU also wok :l teaching position in thc
Business College at Colorado State University, where
she DOW reaches courses in enrrevreneursbip, human
4/2009
Good Investment:
Sue S<:ttell
went back to
unlverslty
to study business
Susan Christi ne Schell
Date of birth: July 11,1949
Nationality; U.S.
Current positions: managing director and in-
vestment banker, Citadel Advisory Group, Fort
Collins, Colorado; teaehing position, Busi-
ness College, Colorado State University, Fort
Collins
Work experience: business adviser, Clarice
Cady and Company (public accounting firm),
1982--84; monthly colummst, Businesswor/d
Magazine, 1982-94; instructor, Front Range
Community College, 1982-85;
president of hyman resourees and quality,
Advanced Energy Industries, 1984-99 and
2003--05; owner, Floral Mosaic, 1999-2002
Professional memberships: board member,
International Women's Forum, 2003---present;
president, Colorado Women's Forum, 2002;
advisorv board member, College of Manage-
ment and College of Jndustrial Engineering,
Colorado State University
Education and training: 8achelor of Science
in Teehnical Management, Regis University,
1988; Master of Busjness Administratioo,
University of Denver, 1999; professjonal
lieenses in securities and real estate, 2004,
2008
Languages: English, some French
Hobbies: travel, writing, jnterior design,
tic health, growing tropical and exot!c plants,
spending time with her four grandchildren
resources, business cornrnunication, aod negotiation. "[
love reaching," sbe says. "And 1 love helping people in
business - helping thern get into or our of a business,
or helping rheir business to grow. Ir really keeps rny
braln and I'm always learning new rhings."
Schell admits rhat, as an invesrment banker, she is
working in a profession that bas beea blamed for rhe
problems it has created through and mlsmanage-
menr. "We need to fix thc economic sysrems and!WQtC.
consumer confidence, " she wams. "We can't fix this
only with domestic policies. WC need cooperation inrer-
narionally, because rhis is a global problem. We need
new policies and ncw regulations. We can't let this eeo
nomie situation happen again!" 1lI
BusinessSpodight 61
MANAGEMENT MARKETING
CARE IN THE AIR
Auch bei den Fluggesellschaften wirbt man um den Kunden. Mit Hilfe von speziell entwickelten
Computerprogrammen bemhen sich einige aus der Branche, ihren Service individuell auf den
Fluggast und seine Bedrfnisse zuzuschneiden. Scon MCCARTNEY berichtet. ir,
acces.s Zugang
apologize [:.'po:lxl38lZ] sich entschuldigen
alleodant, ['flnn __ _
frequenttlier status Vielfliegerstatus
[,fri;!r;:w:Jn! 'flal'"
carrier Fluggesellsctlaft
connection [b'nclr.t!JJ Anschlussflug
customerrelationshlp management (eRM) KundenbeziellUngs-
1,wt:Jm'ITi'leII"TlIlp ,ma::md}lll:Jnt] maoagemeot
etw. iodivisluell
Mitarbeiter(in) an
YOfderster front
vollzahlender Fluggast
jmdn. Zgern
elW. zu tun
pe!SO!!enintell$iv
Yorge5chichte

Hlltlerstufung in eine
teurere BUChungsklasse
Bereichsleiter(in)
zielgruppenorientiertes
Mar1letmg
etw. verfolgen
jmdm. eine Vorzugsbe-
Ilarllliung zukommen lassen
Reiseroote
ArbeItskrafte, PeI5Or1al

be...or2ugte Behandlung
beim Einstieg
Umbuchen
Vertrieb
Fluggastkontrolle mit
krzeren Wartezeiten
--------etW. kundenspezifisc-h--
gestalten
frontUne employee
[,ffAIlIlam Im'pl:>li:J
pa$$enget [,ful'fc'r ... !
hesitanl.: mah sb. _ to do 5th.
/'hezlt>ntJ
hip-touch [,hal'IAtD
history ['hlslri]
ioo!1WJ: !'In<bs:lri!
track sth. [tnekl
Carn Marston, a frequent flier who has elite status on
Delra Air LiDes, was surprised when he flew Alaska Air-
lines a few times aod noticed the serving of drinks tO CtlS-
tomers. "It really made an impression," Marstall sald.
"With ehe techooIogy available today, it would sccm
easy to add personali:t.ed service." Bur even simple steps
are difficult for airlines. Alaska is working ro improvc
target marketjns tu customers and offcr more personal-
ized service, but the first is easier than [he second, says
Jarvis. "Ir's a high prioriry and we're getting [here. \'(fe'd
like fram-lioe emplavees co know we lost your bag last
time you flew, bur that information is in different dara
target marketine: ['to:rg:J1 ,rnu:rl:iUI)I
receive upgrades, priomy boardjng, and somctimes
ro special security Jines. But for many travelers,
those benefits havc bemme impersonal and widely
available.
vice-president 'pn::J.ld:.ntJ
itinerary !al'ltn:.rcril
Iabor ['lclb>rl
perk Ip3:.lr.1
priority boarding
'h;,:rdIO!
rebooking l,ri'ootloJ
sales [SCI'ltl--
special securlty lIne
lnrnl
tailo! 5th. ['tell...1
white-gkwe trullnent: (i'o't! sb. --
"".-angL-\y,tri:tm;:K1l!
A
n airljne loses youe bag or canccls your
f1ight. The oext eime you show up ar rhe air-
port, an agent personally apolol;izes and of-
fers a uee pass to an airport lounge for your
troubles. Don't laugh. Someday it may
happen. Airlines are getting doser to introducing new
rechnology thar rells airport agents abaut your ticket-
buying and travel.b.i.s..mrx, and instructs attcndants
co give key customers personalized service.
Luxury hotels have lang trackcd customer informa-
tion, right down to Cllshion prefercnces or a histary of
complainrs and bad experiences. And online busi
nesses suggest new products based on a person's buy
ing hisrory. Bm airlines have done ver)' little in the field
of cusromer-relationshjp maoae.ement (C&\1J. Now
thcy are hoping ro put such pracrices to use - to the
bencfit of fliers. Sen'ral airlines say they vicw better
CRM technology as essential for keeping imporranr
cusromers, especially in a worsening economy.
Alaska Airlines is one example. Ir gives f1ight atten-
dants lists of the favorite drinks of elite-level cus-
tolllers. Thcy are sen'ed the drinks after boarding, aod
are thanked by name for flying with the airline. "Thc
poine is not thc cocktail. The point is the recognition,"
S;lyS $revc Jan'is, vjce-j)residcl][ of .s.aJ..es. and customcr
experience for the aidine.
Altlines say they have been slow to dcvelop customer-
friendly services because they have old computer sys-
[ems that don't share information weil. At airports to-
day, airline agents can call up a traveler's jtineraQ' and
&eQuent-Oier status. But information aoom past com-
plaints, delays, baggage problems, canceled flights, or
missed connections isn't available. 'either, in most
cases, is how much money you spend with the airline.
Airlines are using new systems to better calculate the
value of each customer - how much thcy spend per
miles flown each yenr, for example. Bur they haven't yet
fOllnd ways ro customize service at ticket counters based
on rhar information.
Poor relarious berween la1ll:u: aud managemenr have
also made some carriers hcsjraor to ask employces tO
change rheic behavior with customers. Alrline officials
say purring fancy CR..M tools ooline in the hands of
dissatisfied emplo)'ecs may not work weil.
Airlines have long tried [0 reward their best cusromers
through in frequent-f1ier programs. Top-level fliers
62 Business Spotlight 412009
sources right no\\,." AJaska has at least six different data
systems with eusramer information.
Some major airlines say they have spent years trying
to get different computer systems to work together.
Most say they are currenely dcveloping CRM projeets,
and a few hope to roll out innovations rhis year.
Same international carriers already give their best cus-
tomcrs trearment using CRM systems and
simple good business strategy. Brirish Airways,
Lufthansa, and Air Franee, for example, all have em-
plorees who track personal information and prefercnces
oE rap-level cusromers.
'" tmly don't see airlines evet gerring ro the level oE,
for example, the Ritz-Carlron, but that's not what our
eustomers tell us they want," said Ketry Hester, a US
Ai rways vice-president respollsible for cusromer-service
planning. "CuStomers say they want a cOllvenicnt,
trouble-frce expeTlencc rather than high-roych service,
bur there are definitely things we can do."
Airlines .m.iillr e-mail sales messages to cusromers
based on past destinations or hometown airports, and
some even trr to track their travel histones. But ther
are slower than other industrjes such as book, movie,
Ot music seilers - in developing truly pcrsonalized mar-
keting.
Much of the CRM dEon by aITlines is focuscd on
hdping custometS when things go wrong. Thcy mar
send e-rnails when bags aren't loaded on the right plane,
'12009
for example, so a cusromer doesn't wait for his baggage
unnecessarily. Or they may instantly reserve new f1ights
when f1ights are canceled or cOllnections misscd.
Rebooking is a complicated area that causes cus-
tomers huge frustration. Often, travders have trouble
gening information from airlines, 50 thcy might call the
airline while wairing in an airport.linc and also e-m<1il
a rravel agent. If airlines could send rcbooking options
ro eusromers elcctronically, or allow self-service tebaok-
ing, customer sarisfaction might improvc.
Airlines also hope tO give our available scats ro cus-
romers based on rheir problems, and nor juSt rheie sta-
tus. Currently elite-level fliers, full-fare passcngers, and
somerimes travelers with international connections get
priority for seats on other f1ights. Bur wirh more dara,
<1 customer who had a flighr canceled three days
earlier could <11so get prioriry.
Tom Klein, group presidellt of Sabre Travel Network
and Sabre Airline Solutions, thioks CRJ\I1 may help air-
lines decide which services will excite cuswmers. Same
services may simply add eost without much reward for
the airline. Bur orhers may be so highly prized that
customers would even pay extra fOt rhem. "" think
you'lI sec a lot of expcrimenrarion," Klein said. IJ
E Do a reading comprehenslon exereise on this text in
BUSiness Spotlight
Reprinted wlth permission of The Wall Street Journal :l 2009
Dow Jones & Company, Ine. All rights reserved,
BusinessSpldight 63
MANAGEMENT WHAT I'VE LEARNED
DESMOND TUTU
Nicht selbstgerecht zu sein, ist eine der Lehren, die der sdafrikanische Friedensnobelpreistrger
aus seinem Leben gezogen hat. VICKJ SUSSENS-MESSERER sprach mit dem berhmten Bischof. i ",li I i
One of the greatest thiOlS I have learned is just how
much I owe other people. The one person who was my
greatest influence - and r wasn't always aware of chis
- was my mther, who fr mose of her life was a
domesric worker. r say to people, "I look iike her; she
had a large nose, she was stumpy. Bue I hope and pray
ehat I will be like her in spirit." She was such an unbe-
lievably generous, loving person. She aiways-cooked a
big pot of food because she said you never know when
a hungry person will come. She also always eook the
side of whoever was having the worst of a disagreement.
Mothers are leaders. The expression "The hand eh:)(
rocks the kI.il...dk. rules ehe world" is rea lIy erue. But ehere
are exccpeions. Hitler was almost certainly a child who
was noe cuddled by his moeher and so given a sense of
securiey. People like ehae are always crying to prove ehey
are the pt'S wbiskers.
I would be totally nothing without my falth and ehe sense
that I apower greater rhan any human power.
Despite the awful apartheid schools [for black peoplel,
we had some very inspirlng teachers. One of them was
Mr Ndebele. \'\Te had IIp tO 60 children in a dass, wirh
three sharing a desk. It could have been very diFficult co
contro! uso Yet Mr Ndebele never had to raise his voice.
sich entschuldigen
OIt'S whiskers: tH -- (.b::u 'wlsklz! der/die Tollste
craclle: Ihe I'Iancl tl'Iat rocks IM - die Hand, die die Wiege
ruJes the _Id I'mld..] It
cuddle sb. ['kAd-'l1 im<ln. Iie!osen
domes!ic worker (lI..,mesllt 'w3:h]
eider ['tld:l] Altere(r, s)
gel sich zusammenfinden
Gier
Jew [dju:j Jude. Jdin
keep iI tiiht 'rein] die sfraff halfen__
mislead sb. [mls'li:dJ ----imdn. irrefuhren, tauschen
reconclllililoo l.rcbnslli'el!."J Vershnung
felyon sth. (Ti'Ia, nn] sich auf etw. verlassen__
restrain oneself Iri'slrtlD wAn,self] SIch zurilckhalten
tUffle sb. 'J; feilther5 l,rAr.. ;mdn. verirKem
self-ripfeous [,self'ranl;)S) selbstgerecht
shine Ualn) gl.!inzenj hier: bfiltieren
show off ooe's wares Lfau ,nf ,WA.ll.Z 'wt<lzI zergen, was man dfituf hat
sky is the limit, the ---- man hat alle Mglichkeiten
Lsli:al IZ 00
snowball's chance: stand a -- (in hell) nicht die geringste Chance
Lsn""h:dz __==__ __
slrident l'SlfUh.l>nI] schrill, heftig
slumpy ['sIAmpij gedrungen
64 BusinfSS5Jxxlighl
He was Hke our English teacher who seemed to have
gone co school with Shakespearc. We all wamed co shinc
in their dasses, becallse they made us fcel ehe sky was [be
limi.t. I learned from ehese teachers tO let otbers shine.
People will perform wonderfutly if you give them space
to show off thejr wares. I hope this is what I did when
lied the Trueh and Reconciliatjon Commission (TRC).
The first few months were difficult because the commi(-
tce was very mixed. We had Muslims, Hindus,
Christians. whites and blacks, and we found it hard ro
gd. Bur it would havc been a greatCt hell if I had cried
ro ceneralize power in my hands. Leaders who
tighr rein, eend to ruffle far raa many feaIhers.
The TRC showed us how powerful those difficult words
"I am $orry" or "WB made amistake" are. Their ability
co change ehe atmosphere is fantaseic. That's why I [re
cendy] asked Barack Obama co apoloize for the Iraq
invasion. I didn't ask Bush bccause I don't think my re
quest would havc stood a snowbaJl's chance. I don't
think he'd admit that he the wOtld with a huge lie.
One of the big mistakes I made when we were strugglina:
against apartheid was to be too strjdent. When you
know that you are right, the li ne beeween being right
and being self-righteous can !Je very thin. And ehere
were times when I was roo seIf-righteous.
Many South African leaders think ''to shine" means hav-
ing money. But perhaps we were unrealistic in expece-
ing (hem to resteain themselves. Almost all of those
from the black community came from very poor back
grounds, and when you've never had luxury, it tan be-
come a great attraction. I'm not excusing But
I wish Ollr leaders would quickly lcarn from American
philanehrop}'. It's rrue that Americans may be material
istic, bm ehey're also some of the world's greatest
gt\'ers. l]
listen to Desmond Tutu on BUSiness Spotlight Audia
l'Z3 MOf"e idiomatic expressions in Business Spotlight plus
ARCHBISHOP DESMONQ TUTU received the Nobel Peace Prize
in 1984 for his work to end apartheid in South Africa. He led the
Truth and Reconciliation Commission (TRC), set up in 199510
record human rights crimes during apartheid. He is also the head
of The f.I.d.e.rs,. a group of lormer statesmen and inlellecluals that
includes Nelson Mandela. Junmy Carter and Kofi Annan.
4/2009
MANAGEMENT BUSINESS BASICS
cocoonlng It:l'ku:ml]l
conne<:tedness Ik;1'nd:tldn:Js]
!.dded features [.z,.bd
armoured
bricks-aod-mortar business--
I,bnk.s.m'm:.;u ,blzn;)
spend "a lot of time at horne". As Popcorn says: "It's a
deeper and deeper snuggline down into the h01l1c."
Ne\V rechnoJogies that have prornoted enrerraining
and wotking from horne have made it easy ro cocoon.
For example, social media now allow people to commu-
oieate with orhers without acrually meeting in person-
a phenomenon Henry Jenkins, direcror of the Compar-
acive Media 5rudies program at the Massachusetts
Institute of Technology, has ealled "rele-cocooning".
Cocooning has signifieant implications foe markecers,
who er)' to find ncw ways ro interaet wirh their eOI1-
sumers. For brieks-and-mortar busjnesses such as shops
and restaurants, which need people to eoter their stores
physicaUy co do business, this is especially diffielllr. Co-
eooning has advantages for online firms, however, as
weU as for those providing horne products and services.
Indced, one crend is [hat, while consumer demand faUs
during economic hardship, wealrhy eocooners in partic-
ular invcst in more luxury homc goods.
During the 199']-92 reeessiun, for example, con-
sumers of luxury goods increased theie spending on
their gardens, on horne enterrainment, on elcctronics
and on horne decocarine. Earlier this year, chere were
signs of a similar trend. The marke[jne-researeb firm
Ellromonicor International, for example, has predjcred
tbat consumers will spend more on domesrje electtical
appliances. "Thc)' will incrcasingly choose premium
prodllcts with addcd fearures thar makc their lives l::as-
ier," said Euromoniror's research manager Fflur Roberrs.
As canditions improve, eocooning is unen followcd
by what Pam Danziger, the American author oi \f/hy
People Buy Things They DOIl't Need, dcscribes as
"coonectedness". Consumers then begin ro look for
wha[ sbe ealls "a new balance bctween [he coles chey
pltty in their innet and cxternnl worlds". III

Iopk:,r
unpredictable 1,.Ulpri'..
Extras
_
traditionelles (d.h. nicht
virtuelles) Unternehmen
(mit Geschltwaumen)__
Cocoonmg (Zurckziehen in
die eigenen vier Wlfldel
Vefbundenheit: hier; Bezug
zur Auenwelt
domestic electrical appliance ------rr-eklrO-HauShaltsgerlt
[dJ,meSlit i,lcktrlt'l ;1'plalJJ\s) _
economic hardshlp li:b,nDJluk 'hu:dI!pl wirtschaftliche
harsh Ihll:n

implic"tion
marketer l'mo:kn;1! Marhtmgfachmann.
-fachfrau
marketLng research ['mll:k'II!l
p.!..tdicl sth. etw. VOfhersagen
pfodudj,pri:mi,-,m 'pmd",klj Pfodukt
snu"le down into sth. Sich in etw. hineinkuscheln;
l,sn",g'l 'daUJl ,lntu) hier: es sich gemOtlich
machl!!!.-
gesellschaftliche Kontakte
.......--------flegen _
___ Umfrage, Studie
aktuell

WHAT IS...
COCOONIN&?
--

i .
. -- . -
-- --_. --- '"
Safe at home: Ws
easler than ever before
===M to cocoon
Immer mehr Leuten gefllt es, sich einzuigeln -
nicht nur zu Hause. Wir erklren Ihnen, was es
mit dieser Art des Rckzugs auf sich hat. IttI!11!I"
"Cocooning" deseribes the ttend of people
socjali7.ing, emerraining und working ur
home rarher than going out. The phenom-
cnon tends to grow during periods of
nom;c bardship. Tbe Amcriean futurist and marketing
consuhant Faith Popcorn invemed the term "cocooo-
ing" in 1981 and was the first to talk about its mar-
keting jmplications. 5he ereated a new acrive verb from
the noun "coeoon". Up to then, tbc vetb had been
used only in the fOtm of a passive parriciple: "be eo-
cooned". In a video on her website, Popcorn describes
cocooning as "creating a safe place afClUnd you. It is
the lleed to proteet oneself from the bAllh, !l.D..I.l.:
dierahle realities of the outside world". She idenrified
three forms of eocoon: the "social", or horne, eocoon;
the "wandering" CDCoon, in wmch one listens to musie
pla)'ers in public, cocooning oneself in a private world
of sound; and the "armoyred" cocoon, whcre one
bllilds higb-securiry harriers arollnd oneself (for exam-
ple, in the form of network firewalls oe hOlllc secueiry).
Cocooning has again beeome as people reduce
their spending in response to the financial crisis. Pop-
corn rcnamed the trend "llber-cocooning" in Oetober
2008. Aeeording tO a she earried out, almost
rhree out of four American consumcrs said they now
66 BusinessSJXlilight 412009
EXECUTIVE EYE MANAGEMENT.
"GarJic bosses are trouble. They do not believe they
need to change. They are masters at blaming"
ADRIAN FURNHAM ON THE PSYCHOLOGY OF MANAGEMENT
M!!H iI I".
ADRIAN FURNHAM is professor of psy
chology at University College. London,
and an author. His ratest book. lS Manage-
ment Intelligence (Palgrave Macmillan,
ISBN 978-0-230216648, (20).
they need ro change. Thc)' look for
rbe eause of problems clsewhere.
Garlic bosses dump 00 orhers. They
are masrers ar projection and bJam-
ing. or having astrang conscienee,
they are narcissistic and usually
passive-aggressive. They demand
faVOlltS and loyalty, ofren using
charm to ger them. And they are
quick tu take credjr fOT success in
good rimes. But bc careful when
things go wrang - that's when the
rrue garlic comes out!
This column is not meant as a
Fraocophobic metaphor, designed
ro discourage eating strongly
flavoured food in favour of h2.rin.&
vegerables. Insread, it ;s a eall for
moderation. Onion managers need
to be a bit more asserrive and tO
manage their emotions better. And
garlic managers must learn ro rake
responsibility for their acrioos and
ro be less cgocentric.
Therc's oothing wtong wirb a meal
full of onions and garlic, but }'ou
don't want too much of eimer. [J
but there are differenees: anion
types jnrewalize everyrhing, ",hile
garhe bosses are "externalizers".
This eomes from the fact that if you
eat too many (eooked) anions, you
will get indjgestion and bioariDI: -
bur moSt of the diseomfort will be
yours. Eat as much garlic as you
likc, however, and it is the ones
around you who will suffer.
Onion types don't deal with prob-
lems assertjyely and effectively. In-
stead, they boule everyrhjog up. Ver
if problems stay in your mind, [hey
don't go away. So anion bosses ex-
per;ence angsr aod pain. They suf-
fer from srress, and they need a lot
of reassurancc.
Onion bosses kaow they nced to
change, to heat tbemselves, tu learn
ne\\' skills. But tbis knowledgc
stresses rhem more. The syppressed
feelings ean cause a number of seri-
aus physieaJ illnesses, ;ncJuding
hearr problems and high blood
pressure. The arrempts of anion
bosses ro rcduce rheir pain often re-
sults in strange behaviour.
Whlie onion bosses, howcvcr in-
comperent, may lllake employees
feel sorry for them, garlic bosses
meao trouble. They do not believe
bestimmt; hier: auf weise
Aufgeblahtsein

etw. in sich hineinfressen
jmdn. veronglimpfen
jmd., derfdre Dinge externaliSlerVnach
auen
Gefalligkeil
frankophob, alles FranzOSische ablehnend
Knoblauch
Traube
sich selbst heilen
Verdauungsstorung{en)
etw. inlernalisieren, elw. verinl1el1ichen
Zwrebel
vorschnell
Pfirsich
Granatapfel
([)Orr)Pflaume
wiederholte Ver;icherung, BesIAligung__
stark gewrzt
unterdrOckl
den Verdiensllr elw. in Anspruch nehn:;en
lf your boss were an animal, a car
or a fmit, ",hat kind "'ould he or
she be? A tiger, a pig, a snake? Per-
haps a truck, asports car or a bus?
What aboue alernon or a
The former warld-champion box-
er Muhammad Ali onee famously
uscd fruir TU dcscribe different per-
sonaliry types. PQmceranares, he
said, were people who were hard on
tbe outside and hard on the inside.
were soft both on the sur-
face and inside. Walnut rype5, he
said, had a hard shell, bot were soft
inside. fi..I.wf..s. wcre soft outside,
bur firm inside. Ali rold studenrs ar
Harvard Business School thar he
prerended to be 'I walnut, but was
ilctuallya grape - In his view, the
most desirahle fruit type.
These kinds of metaphors, al-
though charming, are simplisric and
can lead to overhasIV caregoriza-
rion. Bur they can also be useful for
rccognizing und understanding cer-
tain rypes of leaders, especially
problem bosses.
ODe of my eolleagues Ollee sug-
gested rhar problem bosses ean bc
divided inro Qlli..Qn or &adk types.
80tb are flayourcd foods,
bonle sth. up lohnt.. 'ApJ
on $b. ('dAlllp ,on]
elternalizer (lk'SI:J:n;)larz::.!
U5effuely (a'u:II..lil
bloating l'b!aotllJ]
baring ('b:l:rt.nL-.
favour ('fClV;,l
Francoj:lhoblc Ur:robu'fJubrkl
garlic ('yu:lrkJ

heal oneselt ('hi:>1 ....MI,scln
indigestion
lntemiltize sth. !ln'I:I:nalau]
onion ('"njan!
O't'tfhasty (,:llIV:l'belslil

pomegranate..tI!!!!!!!gra:n::n]
prune ("ru:n!
reassurance l,ri:a'/U:lr;:ms!
strongly flavoured 'fkrv<>dl
!!!p':pressed ls;'prcstl
take credil tor sth. Llerk 'krcdn)
412009 Business SplLlight 67
TE(HNOLOGY lANGUAGE FOCUS
Viele empfindliche Gerte knnen nur in weitgehend staubfreien Rumen, den Reinrumen, hergestellt
werden. CORNEUA KRElS-MEYER nennt Ihnen Einzelheiten zu diesem umfassenden Thema. 'Olm!!
deaoroom is a conrrolled, constant envjron-
mmI in which the air qualiry, tempcrarure and
hymjdjQ' are highly regulated during the pra-
ducrion of complex aod sensitive products.
Cleanrooms can be found in neady all industrial sec-
rors, such as in microchip fabrjcarjoo, plasric iojecrjoo
moulding, aurOlllobile raint shops, food pro-
and in the production of pharmaceuticals and

Ta guarantCC highest qualiry. the air in a c1eanroom
is repearedly filrered to remove dust partjdes and orh-
er impurjries. There are four types of contamjnants that
ean tMeaten the c1eanraom environment: particulatc,
ehernieal, bacterial and mrk. devices
sueh as filter and partide-eounring systems monitor and
measyre partieIe sizc and numher, und ill& the temper-
ature, air humidity, pressure djfferential, baeterial and
chernieal cantarnination.
Parriele contamination in the elcanroom is measured
in d.em.in: and si:.:e. Density is the measure of how many
are presem in the spccified yo!yme of air. Vcry
sensitive products are made in c1eanrooms where par-
tiele dcnsity is very low. As the measure of partic1e den-
sit}' gocs down, the allowab1e parricle si7.e also dccreas-
es. Particle size is expressed in mjcroos; there are
1,000,000 microns hlm) in a merre. Tbe hwnan ere can
see parrieles [0 aoom 40 J.lm - for a high level of
the parrides must not hc larger than 0.5 IJm.
68 Business SJxxtighl
Scveral standards for c1assifying rhe c1eanliness of the
air in a c1eanroom exist, such as DL EN ISO 14644 Of
VDl2083. The method most universally llsed is the one
descrihed in the US Federa! Standard 209. This estab-
lishes thc c1eanlilless required, and the deanroom dass
numher is deterrnined hy the nature of the producr be-
ing manufacrured. .
The productioll of TV tuhcs rcquires a Class 10,000
deanroom, which means rhere mUSt not be more than
10,000 parrides presenr larger than 0.5 IJm in a
fu2I (.028 01
3
) of aie. Producrion areas for medjcal
Unplaors need a Class 100 c1eanroom. SemieQnduqQc
fabrication requircs a Class 1 c1eanroom.
Tbe deanliness of the deanroom is influeneed by the
lab workers and by the movemem of produCfS through
the manufacturing steps. To prQtect the products and tO
limit the amounr of contamination coming from the
c1canroom staff, incillding hair and skin cells, workers
must cover their strcct domes, shoes, faces and hands
with c1eanroom al2pareJ.
I-listorically, the coar worn hy c1canroolTl workers was
referred [0 as a so thc term meaus
"dressing 10 emer the eleanroom". OEher protective
clothing indudes a bairnet, hcadcovcrjng, face OL1sk,
glasses or goggles, bunm sujr, and In
some deaorooms, each worker wears a self-eonrajned
bccathinl: appararus. And when the highcst levels of
deaoliness are critical, a glovebox is used.
412009
EXERCISES
Useful vocabulary
For more information
0-0, b-o, c-o, d-O: e-D: 1-0; g-O
cublc fooll,tju:blt
density ,'dens;)(iJ
device ldi'vars]
dust particte I'dt.sl
enclosure Im'kIJoU3:l]
iloYc---,"gl...v/
gloveboJ:
gQUles ('g09'171-
I,2wn [9<1unJ __
gowning ['yaunIQ]
haimet ['he::metJ
headcovering I'hed,k...
humidity __
(rm'pjo;lfllil
!!!jection Im'd;)Cl:f"fl
101: (log]
particle!l,c:lb:l:n 'po:ll\::'lzl Schwebstaub
airlock ['e:llokJ Luftschleuse
airtight ('e:llal1] luftdicht
allowable ---zulassig---
__
aseplic [el'scpllkJ___ keimfrei
bootles l'bu:liz.J Oberzleh5chuhe
bunny suit_['b... ni SU;I]
cfeanliness Remheit
cleanroom ['kli:nru:m[ Reinraum---
containment
contamlnant [bn'l!emm;lnll Schadstoff,
Substanz
Bela:stung; Verschmuuung,
Kontamirliltion
---
------O;Chle ---
Gerat ---
__
Gehause, geschlossener
Bereich
environment Jm'val>r;lnm;ol1t] Umgebung, Umfeld
exhausl air
fabrication FertigunB.....!:!erstellunL-
fil(:e mask ('reis mo:sk] GesJchtsbedeckunll-
food I'fu:d ,pr;JUSesll}1 Lebensmiltelverarbeitung.
__"_konservlenJnL-
Handschuh
_
_
____SchutZbrille
Klltel
Anziehen der
Schutzkieidung__
__."_aube _
___ Kapuze_
__--:luftfeuchtigkeit
Verunreullgung, Fremdsl:off

protokollieren, aufzeichnen:
___
manmacture herstellen; Herslellung __
measure sth. elw. messen _
medical [,mc(hk'l 'Implo:nIS] Implantate
metrologieal [,mClro'lo<,ljlk'IJ
mlcton l'maIKrnn] Mikrometer (Langeneinheil:
___ lflOlXl mm)
monitor slh. etw. liberwachen
shop l.acktererei
partkulate [pu;'llkjub(j aus Teilchen
bestehend
partieu'ale mattet [IX1:,I,kju1:l1 'ml!:'I;lJ Feinstaub
pharmaeeuticals Arzneimittel
pres!!:J.re differenti!U'prcJ:l dlb,ren!')[ Druckdifferenz
safety procedure ['selfti pr:lu,si:d.EL Schutzmanahme
hermetisch abgeschlossen
self-<:ontained breathini: apparatus umluftunabMngiges
L!clrhn,leld '00:(11) :ep;>,rCIlJs)
semicooouctor Lsemibn'dAkl:t] Halblellef _
sensitive em"pfindlich
shoe coYerings ['lu: <k... Schulte
silicon disk 'dlstJ Siliziumscheibe
statk -- elektrostatisch; etektrosta"
__.I_ische Aufladung_
su!pended _===:-hier: schwebend
treilled ['lri:ll(!L.. behandelt
TV tube eli; 'vi; lju:b) FernsehbildrOhre _
5th. ['vcnlllcll] etw. belOften
volume of air [,volju:m 'C::l] Luftmenge ---
1. ..-1: b-3; c-5; 0-6: .....2:' 7; &-4
2. ..-6: b-3: c-7: 0-4; e-l; f-5: g-2
Nauns
1. the amount of contamination
2. the c1eanroom
3. the c1eanroom environment
4. the pressure differential
5. the products
6. dust particles
7. particle size
airlock
airborne oarticles
contaminant
exhaust air
glovebox
supplyair
wafer
CORNELIA KREIS-MEYER is a certified English trans-
Iator speciatizing in the automobile and cleanroom in-
dustries, She also teaches technical English courses.
Contact: cornel iaCck-translattons.eu
Verbs
a) remove
b) threaten
c) measure
d) log
e) limit
f) protect
g) enter
.) 0
b) 0
c) 0
d) 0
,) 0
f) 0
g) 0
MAGAZINES
htlp,llcr.pennnel.com
Cleanroom TechnolOfY: ww.y.cleanroom-technology.co,uk
WEBSITES
Cleanrocm glossary: www./ymtech.comIGlossary.htm/
The Engmeenng ToofBox - links to standards organizations:
WWN.engineeringtooJbox.canlstandarrJs-oflIanitions-c48.html
International ConfederatiCHl of Contamination Control Societies,
www.icccs.net
1. DurinE producllon
Match the terms 10 their definitions.
2. Dustlre. acllvity
Match the verbs with the nauns fram the text.
1. An a.i.!::ti.g!l1 room connected 10 a cleanroom.
2. An enclQSure fitled with illl.e.l1 gloves for handling
of material.
3. Small bits of matter floating in the air.
4. The thin silicon djsk on which microchips are formed.
5. Any unwanted substance present on a material.
6. The airfJow senf into the atmosphere.
7. The airflow entering the spaee.
4/2009 BusinessSporligtn 69
TECHNOlOGY INNOVATIONS
Healthy horse:
Knowhere is back on
the r8cetrack thankl
to a new type of
stem-cell treatment
,
> When the racehorse Knowhere won the Cheltenham
f
Gold Cup Trial in February, it was not just a Yictory for
his trainer, Nigel TwistonDaYies, and his jockey, Paddy
I6Iimll
Brennan. The British company MedCell Bioscience had
helped as weil. Knowhere won because he had been treated
with stern cells for serious tendon injuries to The
treatment has been used successfully 00 more than 1,500
hOfseS. It works by isolating stern cells taken from the .b2ne.
.lIlMW! of the injured horse, growing a culture, and then in-
jectiog the mass of cells directly ioto the damaged tendons.
Results haye been so positive that a similar treatment may
soon be used on Aehmestendon injuries in hvmans. MedCeli
plans to do studies at seyeral European hospitals in 2011.
When the earth moves Financing folding planes
Fast, tun end
foIdable: the
ICON A5 may
make nying
as popular as
drlvlnc
Achillessehne
Flugzeug
Knochenmark
Kohlendioxid
Anzahlung
Falt
VOrderbein. -lauf
Armaturenbrett
Erdbeben der Strke
Achil1es tendonJi!,klli:z 'tcndJn]
aircraft ['e;lkru:fq
bone marrow "bJOn ,ma:riJO]
earbon dioxide I.ko:bJn d;'u'o],;s.aldJ
W
hen leON Ajrcraft's A5 takes off next year, the focus will be
on how this easy-to-use small plane could make flying as pop-
ular as driving. lts instrument panel looks like it has been ereated
for asports car, and at $139.000 the plane costs less than some
automobiles. Even better, the fQMing wings of the A5 make it
compaet enough to 1Qw home after a day in the sky and to park in
the garage. But ICON isn't just deyeloping a new kind of plane -
Ws also using a new kind of financing strategy. The leON 100
Program lets people place a of $100,000 to reserve one of
the first 100 "Iimited-edition" planes. This money goes into the de-
velopment costs of the plane. and ICON hopes to get $10 million
this way, saving it a trip to the bank to ask for a loan
Kraftwerk
Stammzelle
starten, abheben; hier: auf den Markt
tendon l'lend:m ,tnd3<JriJ Sehnenverletzung
tow 5th. [tJOj etw. ziehen, etw. schleppen
depositldi'poTu]
folding ['f;>UldllJ.l
torelq: ['f:!:1egJ
instrument p!nell'lnsTr)m:lll1 .pzn>l!
ITIaInitude .. earthquake
f.rnzgnrtju:d ... '3:il],;we,kj
{'paO;l plu:ntj
stern cell ['stern
take off T.te,k '00
O
n 6 April. a magoitude 6,3 earthauake hit
l'AqUila in central Itary, killing almast
300 people. Why did the earth move there
and then? No one knows exactly. The
frightening thing about earthquakes is that we
understand very littIe about them. But
scientists who study earlhquake activity,
induding leonardo Seeber at Columbia
University's lamont-Doherty Earth ObservatOf)',
believe that human constructions may be the
cause of some earthquakes. Seeber thinks
that there may be a connection between last
year's magnitude 7.9 earthquake in Sichuan
province, China - which left 70,000 people
dead and 18,000 missing - and the 320
million tons of water in a nearby reservoir.
He also warns that the proposed strategy 10
reduce global warmiog by purnping ta!b2n
from power plants into the ground
could ereale new earthquake risks.
Avoldeble catastrophe1 Knowing when end where the nellt
eerthqllake will hit, could saye Iives
70 BusinmSpotligtll 412009
TECHNICALLY SPEAKING TECHNOLOGY.
appliation LreplI'kelI"II! _Anwendung__
billion I'bdj:ml___
bubble
cluster ('1:1"'Sl:.l__ __Gruppierung: hiet":

eldert): ['etd;lij altere{r,s) .-=
fileJ!,patentl (ein Paten!l...!nmetden
formula I'h:n.!j.\ili!L Formel
health eare ['heUl kc:.j medizinische
tIot [hl2!L- hier, angesagt
manufacturine industIYJ,mrenjufa:I:II....IQ ,llId:mril Fertigungsindustrie
[sl:e.>Ij Skala
slwink IffllJl:! schrumpfen: hier, kleillef werde.JL
spring IspnQj QueUe
Parriciple's service, called MeetUp,
helps people tO get ro know
each orher by organizing phone dis-
cussions. Thc individuals can rhen
meer and da things Iike gardening
and cooking together. At a rime
whcn the COSts of bealrh care and
social services for the elderly are ex-
ploding, projecrs like MeetUp could
save governments lots of money.
Then there's the London musician
Peter Chilvers, 'who, togetber wirh
rhe composer Brian Eno, has in-
venred Bloom, a music avplicatjon
for the iPhone that lets users create
theiL own simple melodies. More
than one hi.1lilln iPhone applications
have been downloaded from Ap-
plc's online srore, wh ich means that
making rhis kind of software rool is
going ro be om: of rhe big husinesses
of the future.
Today's "shrinking pool" can be
tomorrow's "d}'namic ocean" if \vc
think of "transformation" instead
of "innovation", as some London-
ers are doing. That's why I don't ex-
pect London's West End to move to
Grenoble in ruy lifctime. [J
EAMONN FITZGERALD is a Munich-based
technology Journalist and blogger. He is
content manager of Spotlight Dnline.
Contact: e. fitzgeraldCspottight-vetlag.de
Leaving London:
but where do the wortd'.
most creatlve peopte live?
despire having eight million resi-
dems comparcd [Q Grcnoble's
150,000. This kind of st3tistic can
lead to passionare debate in bars.
He: "Isn'r London aglobai finan-
dal capital?"
She:"Yes, but banking is in big
trouble. "
He: "Iso't London the capital of
rhc country that broughr us the
Industrial Revolution?"
She: "Yes, bot Britain's rnanufac-
jodusrry has almost dis-
appeared. "
He: "Isn't London one of rhe cu1-
rural capirals of the world?"
She: "Yes, but creativc people can't
afford tO live rhere."
The problem with pub philosophy
is that, whcll you take away ehe
drinks, ie's rarely as clever as it
sounds. London ma y not be innov-
ative in the way that McKinsey Di-
gital calculates, bur rhar docsn't
mean rhat it's going tO becornc a
provincial rown anytime soon. In
fact, it's leading a new kind of in-
novation, which is pcrhaps bener,
called "transformation".
For example, Participle, a COnl-
pany with offices ncar London
Bridge, has an idea for reducing
loneliness among old people. As the
population in the developed world
gers older, isolarion is becoming a
serious problem. The standard so-
lution - asking people tO rake part
in activities in rhc hope thar thcy'lI
make friends - seldom works.
Do you live in a "dynamic ocean",
a "hot .5Jllill.g", a "silem lake" or a
"shrinking pool"?
McKinsey Digital has divided our
innovative world into those four
caregories. The most creative places
are "dynamic oceans"', while rhe
"hor springs" are bubbling wirb ac-
riviry and are expected to produce
innovations sometime soon. The
"silenr lakes" are waiting for the
right combination of investment and
idcas, and the "shrinking pools"
have seen better days.
So how docs McKinsey measurc
innovation? Patents. The number of
patems .fikd, and the senors they
are filed in, go ioto the McKinsey
mix and out comes their innovation
formllla. Using this ca1culation,
California and Yokohama are twice
as innovative as anywhere else.
You'd expeet Silicon Valley to be
a "dynamic ocean", but how many
people know that Kiel in Germany
and Miyazaki in Japan are among
the creative clusters in the
world? More surprisingly, New
York Ciry, which is full of creative
people, does nOt look very innov-
ative on McKinscy's Kak.
But London is the place that
McKinsey sees as being in the great-
est danger of disappcaring imo the
shrinking pool. lrs level of innova-
tion is now equal to that of rhe
provincial Frcnch ciry of Grenoble,
4/2009 Business SjXltligtn 71
Abflge
InlandflOge
AnschlussflOge
Gepckwagen
Gepck
Sperrgepck
Passkontrolle
Laufband
Sicherheits- und
Handgepackkontrolle
ROntgengert
Torsonde, Handsonde
Befrderungsmittel
.LANGUAGEVOCABUlARY
THE AIRPORT
1. arrivals Ankunft
2. baggage reclaim, baggage claim US Gepackausgabe
3. border agency, Einreisestelle,
immigration US Passkontrolle
4. customs Zoll
5. ticketingfcheck-in counter Abfertigungsschalter
6. suitcase l'SU:lkclsJ Koffer
7. hand luggage, HandgepAck
carryon (bag) ('ka:rion] US
8. trolley, cart US
9. baggage, luggage
10. bulky luggage
11. passport control
12. conveyor belt [bn'veld bell]
13. security checkpoint
lSI'kjodrdli ,tJekp:llntl
14. Xray machine l'eksrcl ma,jimJ
15. metal detector ['met>1 di,tekuj
16. ground transport,
ground transportation US
17. domestic f1ights [d:l,mesllk]
18. 'light connections,
connecting f1ights US
19. departures [di'po:tJdZ]
72 BusinessSpolligl:il
In dieser Rubrik prsentieren wir niitzliche Begriffe aus der
Arbeitswelt. Von CAROL SCHEUNEMANN Nm-
First floor: 71
fllght e4/'1nections
domestlC fl,ghls
Ground floor: ~
eXIl
ground j,ansporl
EXERCISE: Tim. 10 10
Fill in the gaps with words frorn the list.
To save time at the airport, have your flight details
ready when you go to the a) . Make
sure your b) contains no sharp objects,
such as knives or scissors. Please be aware that
there are limits on the weight and size of each
cl . There is acharge of E90 for
overweight bags or d) . Gnce your
el is checked in, you can continue 10
fl . Have your passport and boarding
pass (Bordkartel ready. At the g) _
you will pass through a{n) h) , and
be asked to place coats, shoes and bags on the
i) . Your personal Items will pass
through a(n) j) . Carneras, laptops and
electronic equipment will not be darnaged by it.
Answers on page 87
4/2009
IUj@]!I
MEDIA WATCH lANGUAGE
WURSE UR BETTER?
T
he International Monetary Fund (IMFl recentry reported
that the global recession is deepening, er getting worse.
and is not Jikely to turn around. er get better, until 2010. In
the first quarter. many national economies contracted
(schrumpfen) significantly. But some analysts believe
there are signs that the rate/pace of decline was slower.
Some speak of a "Iess worse" situation - in other words,
a situation that is still not good, but not as bad as they
had feared. One sign of a possible recovery (Erholung} is the
facl thai some firms say they are seeing an end to the fall
in earnings or profits. US bosses point to signs of stability.
and report that their sales (Ums/Jtzel in the second quarter
began to stabilize and that consumption appears to have
steadied. They hope that the economy has bottomed out I
hit baUom, er reached its lowest point. Other experts say it
is too early to call a floor I call a bottom (behaupten, dass
die TaIsaMe erreicht sei). US Treasury Secretary Trmothy
Geithner said earlier this year thai he was cauliously opti-
mistic (verhalten optimistisch). Now, in the second half of
the year, we can only hope that the worst is behind uso
SEEN RECENTLY...
T
hiS is an advertise-
ment for a lelevision
show sponsere<! by Forbes
magazine on the business
of professional sports. A
locker room (Umkleide-
kabine) is a place where
you change your clothes
in order to play sports.
You put your street
c10lhes into a locker
(Spind) that you close with a lock (Schloss). Teams also
gather in locker rooms to listen to the coach (Trainer) talk
about strategy. A boardroom (Sitzungszimmer des Aufsichts-
rats, Vorstandsetage) is a place where members of Ihe board
(Aufsichtsrat, Vorstand) gather to lalk aOOut company strat-
egy. So the ad says the reporters will provide viewers with
the sports tactics trom the changing room, as welf as with
the business aspects discussed by company heads.
~
Z
...
=
....
Z
bossnapping
Capturing and holding someone in return for money
or other gains is calied "kidnapping" (Entfhrung).
This spring, in several firms in France, workers look
their bosses hostage (als Geisel nehmen) in protest at
management decisions.
dislocation
When referring 10 investments, dislocation (Verschiebung,
Verzerrung) means a change in standard values. Exampfes
include oil prices. which have fluctuated wildfy trom about
$150 to $35 per barrel, and credit markets, where prices,
yields (Renditen) and risk are no longer clearly related.
"'nstead of an
epic victory, it's
an epic fail"
Deborah Capras
on wise words
tor work
Roberl Gibson
on intercultural
issues
"Turn cultural
differences into
something
positive"
"GDP is up. GOP
is down. But what
exactly is GDP?"
lan McMaster
with Economics
for Amateurs
Meg Engelmann
with leaching lips
and trends
"A 101 of money
was spent on one
of my lessons:
$30 million"
Dur blogs
Business Spotlight subscribers have tree access 10 all our online material!
LANGUAGE 11 SII1LlS PODCASrs
.
New @ www.business-spotlight.de
."
Going green: Has your
company "gone green"
yet? Have you? Whether
you're a tree-hugger, a
green-collar worker Of an
SUV driver, now is the
time to expand your
~ g r e e n " word power!
learn newexpressions
and keep up to date
with "green" issues. Go to: www.business-spotlight.delgreen
Newsletter: Sign up for our free newsletter tor a quiz on
words in the news, as weil as updates about Gur website:
www.business-spotlight.de/newsletter
Language and Skills: Our exercises are short. interactive
and fun. Most of all, they're useful for your werk. Brush up
your business skilts and improve your vocabulary online:
www.business-spotlight.de/language-skills
.lANGUAGE TRANSLATION
FALSE FRIENOS
by MIKE SEYMOUR
'Oil"
Yau mean... You should say... Don't say... Why not?
Alter
In seinem Alter wrde ich keinen
Marathon laufen wollen.
Obduktion
Nach der berraschenden Wen-
dung hat der Richter eine zweite
Obduktion angeordnet.
Plakatieren
Die Stadtverwaltung hat uns das
Plakatieren an der Parkhauswand
untersagt.
Spott
Der Vorschlag hat zunachst fr
Spalt gesorgt.
voll
Wenn er noch ein Glas Wein
trinkt, ist er voll.
age
I woufdn't want to run amarathon at his
age.
post-mortem, autopsy
After the surprise twist, the judge ordered
a second post-martem.
put up posters I bill boards
The city administration has forbidden
us to put up posters on the wall of the car
park.
mockery, derision, ridicule
The initiaJly met with ridicule.
drunk
If he has another glass of wine, he'lI be
drunk.
older
abduction
pracate
spol
full
older = alter
abduction =
Entfhrung
placate sb. = jmdn.
besanftigen,
beschwichtigen
spot = Fleck,
Stelle; Ort; Punkt;
Pickel (UK)
full = (im physiol.
Sinne) satt
'- --'-________ rnDa an exercise on false friends on Busmess Spotlight Audio
How do YOU say Kurs in English?
Firstly, Kurs is used in a financial sense to mean the "price
or value of somelhing": Die Aktienkurse sind letzte Woche
abgestrzt. This is usually translated as price: "Share
prices ptunged last week." In the area of foreign ex-
change, we talk about the Wechselkurs, or exchange rate:
Die Besucher profitieren vom gnstigen Wechselkurs-
"Visitors are benefiting from the favourable exchange rate."
Kurs is also used to describe a "programme of training
or education": Mein Englischkurs findet immer montags
statt. This is translated as course, class or sometimes
seminar: "My English course takes place every Monday."
In the language of sea and air travel, Kurs means the
"route that you intend to Wir sind vom Kurs
abgekommen. This is translated as course (or sometimes,
regarding direclion) heading: wWe have veered off course."
Finally, railway companies issue a Kursbuch, which is
a (fulI) timetable.
TRICKY TRANSLATIONS
iiJ 'ii i
How do you say "retail" in German?
"Retail" refers 10 the selling of products to customers
directly: "Retait sales are down." It IS translated as Einzel-
handel: Der Einzelhandel verzeichnet einen Umsatzrck-
gang. "Retailer" or "retail outtet" is simply a shop (Einzel-
hndler. Einzelhandelsgeschft). "Retail" is also averb:
"The watch relails for $90." This is translated as kostet
im Laden or der Verkaufspreis von ... betrgt: Der Verkaufs-
preis der Uhr betrJgf $90. Products aften have a recom-
mended retait priee (unverbindliche Preisempfehlung).
"Retait banking" refers to banking services for ordinary
eustomers: "Smith runs our retail-banking operations." 11
is translaled as Privatkundenbereich or Massengeschft:
Smith leitet unseren Privatkundenbereich. "Retail
investors" are non-expert investors: "We are launching a
service tor relail investors." These are Kleinanleger: Wir
bieten einen neuen Service (Or Kleinanleger an.
On a lighter note, many people like to mdulge in "retall
therapy" (Frustk3ufe, Kaufrauschtherapie), meaning they
try to make themselves feel better by going shopping.
EXERCISE 1 Translate the following sentence.
Hier k6nnen Sie alle Aktien- und Wechselkurse verfolgen.
74 BusinessSpotlighl
EXERCISE 2 Translate the following sentence.
The retail seetor is feeling the effects of the crisis.
Answers on pale 87
412009
by SUSAH SHElTON
Grammar
Complete this sentence with the right form
of the verb "hear".
"It was so noisy that 1had to shout to make
myself __."
Business SpoiIigbt
Translation
Translate the following into English.
"Was luft heute Abend im Fernsehen?"
Word choice
Which word is correct?
"We weren't all together I altogether convinced
by his arguments."
BlISinessSpodight
Business talk
What does the speaker mean?
"Harry has perfected his sales pitch."
CAROS lANGUAGE
Grammar
Complete this sentence with the right preposition.
"Dur department is a fine example __
team work!"
Translation
Translate the following into German.
"Rumour has it that John is leaving the
company."

Word choice
Which wOfd is correct?
"I hated having to read texts loudly I aloud
when 1was at school."
Business talk
What does the speaker mean?
"We are doing everything we can to avoid
foreclo5ure. "
lANGUAGE CAROS
"Our department is a fine example
of team work!"
Unlike German (fr), English uses the
preposition of after the noun "example".
BusinessSpJttight 412009
"Es geht das Gercht (um), dass lohn die Firma
verlasst. "
A rumour (Gercht) is a story making the
rounds. The expression "rumour has it..." means
"people are spreading the rumour... ".
("Rumaur" is spelled "rumor" in American
English.)
Business SIXJIligtlt 412009
"I hated having to read texts aloud when I was
at school."
Loudly is used to talk about the volume of a
noise. The opposite is "Quietly". Aloud (also
out loud) is often used with the verbs "read"
arid fOf words that are spoken so they
can be heard. The opposite is ;'silently".
BllSiness Spodight 4/2009
In what is known as toreclosure, a bank takes
back a house tor which it has provided a
mortgage (Hypothek) that has not been paid back
as agreed. The speaker is saying that he and his
family are doing everything they can tn prevent
lheir hause from being taken away from them.
Zwangsvollstreckung
......Sp<;figN 412009
was so noisy that I had to shout to make
myself heard."
In this example, "make" is followed bya
reflexive pronoun and a past participle. This
structure is common wlth the verbs and
"understand".
BusinMs SpxIight 412009
"What's on television thls eveningftonight?"
In English, we ask "What's on ... ?" when we
want to know what is being shown on television,
at the cinema or at the theatre. Note that we say
"What's on television?" and "What's on at the
cinema/theatre?". If the context is clear, you can
simply ask, "What's on?"
8llSiness SpxIigtu 412009
"We weren't altogether convinced by his
arguments. "
Altogether means "entirely, completely", while
all together usually means "everybody/everything
together" ("Oid you see themall together?").
80th are pronounced aod stressed the same way,
so they are often confused.
BusinessSpot/ight 4/2009
A safes pitch is a short monologue or set of
arguments used bya salesperson trying to
persuade someone to buy or accept something.
The speaker is saying that Harry is now very
good at persuading his customers.
Verkaufsargument(e), Verkaufsgesprach
Business 4/2009
VOCABULARY LIST LANGUAGE
Cut this page out and use it to practise the vocabulary that you have read in the current issue of Business Spotlight.
Collect the lists from each issue of Business Spotlight to create your own personal vocabulary learning system.
IMPROVE YOUR BUSINESS ENGLISH [Bl
Common words and phrases
In each issue of Business Spotlight. we present key words and phrases for you to learn.
In part 8 of this series, we list nouns, verbs, adjectives, adverbs, idioms and collocations
that appear in this magazine.
attorney [:l'l3:ni] US Anwalt, Anwltin
fair [fe;) fe>r] Messe
balance sheet l'ba:l;msJi:t] Bilanz
00You can download an audio file of an the words at
www.business-spotlight.deJwordlist
Vorgeschichte
Inneneinrichtung
Hrgert
Mutterschaftsurlaub
Firmenphilosophie
Vergnstigung
hearing aid l'hldrLij eId. 'hlngl
history ['hJstriJ
home decorating
[,hCMJffi 'dek:'!rclIl.{) ,hotJml
loan [l;xm 1100"] Kredit, Darlehen
marketing research Marktforschung
f'mo:kUlIJ ri,S:):I/ I 'mo:rk;)(JIj!
maternity leave {md't:l:n;)ti li:vl
IWWIf) You can fInd exercises to practise a range of bUSIness
vocabulary at
power nap ['palId n<ep. 'pao>rl
perk lp3:kl
Nickerchen zum
Krafttanken
-- -_._._- .. _-
private viewing [,pralv<l( 'vju:llj] Vernissage
mission statement
['nuJ'n ,SICJlmJnt]
'-""'-""-c==-----:c---,-------
mosque [moskll mu:skJ Moschee
hub rhAbJ --,----,--
industry ['md;)Slri] Branche
operating lease Ausrstungsleasing,
['OpJrellll) li:s kurzfristiger
Leasingvertrag
itinerary [al'lIn>r;)ri al'ttndrcri] Reiseroute
installment [ln'SI;):lm;)nt] Rate
Jew fd3U:] Jude, Jdin

labour. labor ['IClbd 'leiboy] Arbeitskrfte
=C--'--"--
lersure l'le3d 'li:3"rJ Freizeit
- -
Leasingnehme.!:.- _
lessor {Ie's:>: IIle's;:l:rj Leasinggeber
solar panell,SdOl;) 'piEn'l n,soul"'1 Sonnenkollektor
public debt [,pAbltk 'det] Staatsverschuldung
purchase {'P3:1/;)S] Kauf:---,__
reconciliation [,rebwdi'e'J3fl] Vershnung
spreadsheet ['spred/i:t] Tabellenkalkulation_
stamina r'S(<emln<Jj Durchhaltevermgen
stock hlok 11 sta:kl Warenbestand
etw. durchsetzen
Lehrbeauftragte(r)
Cocooning (Sich-
zurckziehen in die
eigenen vier Wnde)
Hausangestellte(r)
Dekan(in)
Pronunelatlon
The first prOflunciation given is British English. The US pro-
nunciallon. if different, is found after the double Une (D).
Example:
enfarce 5th. [ln'f:l:5
Nouns
adjunct professor
f.iEd3"lJkt pr,J'fes3 I
cocooning [k3'ku:ruIj1
convention
dean Idi:n]
Konferenz,
Versammlung;
Konvention
------------:
corporate and tax law Krperschafts- und
Lk:J:p;)rdt ;)n 'treks b: I ,b:rp'l Steuerrecht
credit crunch Kreditkrise
('kredit krAntJ 'krcd;'lIJ
In 'ba :rg-,-I__-,S:.c,_hn__pp_c_he_n _
carbon dioxide Lku:b:ln Kohlendioxid
dal'oksmd. ,ka:rb;)n dm'o:ks-]
finance lease ['falnrew li:sJ FinanzierungsJeasing
f1ight attendant ('flan ;),tend;)nt] Flugbegleiter(in)
fossil fuel Leus>1 'fju:;)ll fossiler Brennstoff
fullfare passenger r,ful,fe;'l vollzahlender
'preSlnd3;'l 11 ,ful,t'e'r 'P<es1nd3"r] Fluggast
domestic worker
!dJ,mcsIJk __
environmentatist Umweltschtzer(in)
[m,
fundraising ['fAnd,relZloJ Spendensammeln,
Spendensammel-
veranstaltung _
greed [gri:dJ Gier
X 4/2009
BlIsinessSpotlight 77
LANGUAGE VOCABUlARY LIST
term [t3:m] Laufzeit strident {'slrald"IIil schrill, heftig
think tank ('elijk trelJk] Expertenkommission superficial [,su:pa'hloll ->r-} oberflchlich
token ['Iauk<ln l'loubn] Zeichen
traffic Iights I'lnefrk JUllsl Ampel
-- -------
vicepresident Bereichsleiter(in)
white goods ['wall gudz] (groe) Haushalts-
gerte (wie Herd,
Khlschrank, etc.)
--------
langsam verzweifeln
auf jeden Fall
sich sicher dabei
fhlen, etw. zu tun
seine Gedanken
ordnen
von etw. leben
jmds. Beispiel folgen
nicht die geringste
Chance haben
zeigen, was man
drauf hat
abwechselnd etw.
tun

die Zgel straff
halten
Idioms aod collocatloos
confident: feel - about doing
sth. ['konfld:Jnl I 'ka:n-J
by all means [bat ,;):1 'mi:nz]
gather one's thoughts
[,grea Whnz '9:J:Is I ,g:eo>r]
in turns: take it -- to do 5th.

keep a tight rein
l,ki:p a ,tarl 'remJ
lead: follow sb.'s - [li:dJ
live off sth. ('liv of -.J:fJ
tentative l'tent<ltlv] zaghaft; vorlufig
,va:lan'IPr] ehrenamtlich
not stand a snowball's chance
(in hell) [,sta.:nd <I ,sn;KJb:J:lz
'11o:os .,snoob:J:lz 'tlrens]
pick up the tab=--"''''''-------;dc-iec-ZO-e-C-:-h-e-;fc-r-a-cl-:-Ie--
[,prk ,Ap eh 'Heb] bezahlen
-_..
rutfle sb.'s feathers jmdn. verrgern
CfAf'] 'fe;,z I 'fc(i>rz]
show off one's wares
IJ;")U ,nf ,wAnz '.....eaz I
,JOU, :J:f ,WAnz 'we"T"zJ
(sich) abseilen
etw. mit einer Sache
in Verbindung
bringen
etw. individuell
anpassen
bei etw. den Ton
angeben, etw.
beeinflussen
etw. verda:::u:::en"-------c_
jmdn. verunglimpfen
vor einer Sache
stehen
sich zusammenfinden
Verbs
abseil r'rebseplj
associate sth. with sth.
[<I's<lusielt WIO 11 <I'souf-]
colour 5th., color sth.
('kAla l'kAI>rJ
customize 5th. ('kAst;,m:l.lz]
digest sth. [dUl'd3est]
dump on sb.
r'dAmp Dn 11 u:oJ ifmf.
exasperated: get -
[Ig'zresp;,rcltld 11 -rell;,dJ
face sth. (fclsl
mislead sb. [mls'1i:d]
restrain oneself
tri'strclO wAn,selfl
sue sb. for 5th.
['sju: b: 11 'su: b:r]
jmdn. irrefhren,
tauschen
sich zurckhalten
jmdn. wegen einer
Sache verklagen
take credit for sth. sich etw. als Ver-

the sky is the limit man hat alle
_l_,_,,_k_al lZ d 'lrmTlj Mglichkeiten
think outside the box fSIDk nicht nach Schema
aUl,sald o;'l'boks 11 'bu:ksl F denken .
sympathize with sth.
l'slmp<l6alz WH')]
etw. nachempfinden,
mit einer Sache
sympathisieren
white-glove treatment: give sb. jmdm. Vorzugsbe+
the -- Lwalt'glAv ,lri:lmOlnt] handlung zukommen
Jassen
tailOr sth. ['tella 'lcLl>r] etw. kunden-
spezifisch gestalten
beneficial _
boring l'b:J:flO] langweilig
contemporary zeitgenssisch
:-_--,__--,:-_
deliberately fdi'hb<ll.'ltH] bewusst, gewollt
track sth. [meld
Adjectlves aod adverbs
armoured, armored
{'a:m:Kl1 'o:rm:>rd]
etw. verfolgen
gepanzert
Download more vocabulary online!
As a subscriber to Business Spotlight, you can
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from this issue of the magazine, as weil as from all
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_p,_op_e_r II'pra:por]--,__"ri"'ch:;-:ti
g
"--__
self-righteous [,sclf'ralIJ;,s] selbstgerecht'- _
[IDYou can find exercises to praclise your business
vocabulary on Business Spotlight Audio
78 Busine55Spldg1u
4/2009 X
I Iiiili
ENGlISH ON THE MOVE lANGUAGE
Am Empfang im Hotel kann man Ihnen bei vielem weiterhelfen.
KEN TAYLOR gibt Ihnen ein paar Beispiele.
THE HOTEL CONCIERGE
KEN TAYlOR is a partner in Axiom, a communica-
tions CQosuttancy in loodon (www.axiomskills.
com). and the aulhor of 50 Ways to fmprove YaUf
Telephoning and Teleconferencing Skills (Summer-
lown). Conlact: KTaylor868@aol.com
Getting theatre tICkets
Concierge: Oh, good morOlng, madam. Maming, sir. Are you
leaving us today?
Guest: Yes. We're on aur way back to now.
Concierge: I hope you've had a pleasant stay. Did you en-
joy Mamma Mia?
Guest: I1 was great. The seats you got for us were perfect.
And we loved the audience reaetion!
Concierge: Glad you enjoyed it.
Guest: You've been very helpful. The restaurant you re-
commended was just right, too.
Concierge: l've heard only good things about it.
Guest: Weil, here's a small t2ke.D of my apDredaljon.
Concierge: Oh, thank you very much, sir. I was glad to
help.
Guest: We'lI be here again at the end of the year. So, see
you in the aulumn, I suppose.
Concierge: I look forward very much to welcoming you
back then. Goodbye. 1lI
Concierge: Is there anything else I ean help you with while
you are here?
Guest: Actually, maybe you ean. My wife is eoming over to
jolO me for the weekend and we were thinking of goins
to a show on Thursday - Mamma Mia, if it's possible.
Concierge: Gertainly. 1just need to know where you would
prefer to sit.
Guest: I1 depends on the price.
Concierge: I've booked in several guests for that show. The
mlli prices range trom about (30 to (55, depending
on how dose you want to be to the stage. Otherwise,
there's a dress ejrcle with abovt the same price range.
Guest: The front of the dress cirele sounds fun. It's a spe-
cial occasjoo - our weddjng annjversary.
Concierge: Congratulations. 1'11 try to get same goad seats
for yov. Leave it with me and come and see me in, let's
say, an hour or so.
Recommending a restaurant
Concierge: So there's a table for four booked uoder your
name for 12.30 tomorrow.
Guest: That's great. Could you just tell me how to get there?
Concierge: It's within easy walking dislance - just five to
ten minutes away. Let me show you on this map.
Guest: Thanks.
Concierge: OK. Here we are. You need 10 gel here - Ade-
laide Crescent. So, go out of the main enlranee aod turn
left. Go up to the High 5treel and turn right. Keep walk-
ing unti! you come to the trame Ijghts and turn lett.
Adelaide Greseent is the first street on your right.
Guest: Super. Gan I take thls map?
Concierge: Gertainly, sir.
Giving direetiolJj
appreelation IJ,pri:Ji'clJ'n] __
audience
brasserie ['brK:s;,riJ
[bn'u..h:;l1!!JL
directions
dress eire!e I,dres 's3:kofl UK
fusion restaurant
['fju:.j'n ,rest;,rnnt)
Concierge: Good morning, sir. Can I help you?
Guest: Yes, ptease. I want to invile some business c1ients
to lunch tomorrow and wondered if you could recom-
mend a restaurant nearby.
Concierge: What kind of place did you have in mind?
Guest: It shouldn't be terribly expensive, but, al the same
lime, it should be somewhere we can talk over good food.
Concierge: There's Davito's nearby - very good food at
reasonabte pflces. But it does get busy at lunchtime.
Guest: That could be a bit noisy then.
Concierge: There's a brasserie around the corner that's
quieter - but the food is pretty standard.
Guest: Hmm. Anywhere else?
Concierge: If you are prepared to pay a little more - W,
(25 per head without wine - there's a very oice and
quiet modern fusion restaurant called East-West nearby.
Guest: That sounds perfect.
Concierge: Would you like me to book a table for you?
Guest: Please.
Anerkennung__
Publikum
kleines. preiswertes Restaurant
----.J!nteml!hmensberatlLl'IL-
__Wegbeschreibung __
erster Rang
lokal, in dem Zutaten und
Zubereitungsarten verschiedener
KOchen angewendet werden_
occasion [;:I'''O:I';'nl __ Anlass
_ vemO!!f!!g-=--
say Ise..lL...- wir (malL
stalls IM:l:lz] UK Par1lett
!!22inl('t!.l!!!lL
token I'uuk;,n! Zelctlen
tl'affk: lighls tlTa.'fIk.lansl.-
weddinll Hochzeilstag
v3:s::>ril
412009
"""",,SpoIligIu 79
lANGUAGE GRAMMAR AT WORK
SENTENCE ADVERBS
Was versteht man unter Satzadverbien? ANNA HOCHSlEDER erklrt es Ihnen.
Mull ii 'lli
Function
An adverb is often defined as a word that modifies a verb
("She speaks c1early"j, an adjective ("That's really interest-
ing") or another adverb ("We go fairly Irequently'').
Then what do the following adverbs in bold modify?
"John Brown evidently doesn't know much about comput-
ers. Surprisingly, his company is still in business. He's prob-
ably so successful because he's got friends in high places."
The words in bold are calied "sentence adverbs" (ar "dis-
juncts" or "modal adjuncts" by linguists). They modify a
whole clause cr sentence rather than a word, and express the
speaker's attitude to what he er she is saying. Instead of say
lOg, for example. "We are sorry to inforrn you that we can-
not accept your offer" , you can simply say:
Unfortunately. we cannot accept yaur offer.
Often, sentence adverbs appear at the beginning of a c1ause.
They can also appear in the middle or at the end. They are
often separated from the rest of the sentence by commas;
The unions have, predictably. decided to call a strike.
It's not a problem, honestly.
Common examples
A lot of words can be used as senlence adverbs to express
Ihe speaker'S attitude. The sentences below show some of
Ihe most common ones;
I failed the test. Admittedly, I didn'l study very hard.
She's too aggressive. She's c1early not right for the job.
He's only Just arrived, so, naturally, he's a bit shy.
We made them a much better offer, but. oddly, they weren't
interested.
Personally, I think he should mind his own business.
Regrettably, they have declded to hire someone else.
It was dreadfully boring. Thankfully, it was over soon.
Other examples:
apparently, basicalty, certainly, curiousty, evidently,
fortunately. frankly, happily, ideally, incidentalty,
interestingly, ironically, luckily, obviously, presumably,
sadJy, seriously. strangely, theoretica1fy, ultimately,
understandably. wisely
Some sentence adverbs are often used together with "enough":
Strangely enough, they discovered that they had been at
schaol together.
A few more examples of this type:
amazingly, amusingly, curiously, funnily, interestingly,
oddly, surprisingly
80 8usiness Spotlight
Most adverbs used as sentence adverbs can also be used as
adverbs of manner, depending on lhe context;
Sadly, she will never be able to werk again. ("Sadly"
modifies the whole sentence and expresses the speaker's
feelings.)
He looked at me sadly. ("Sadly" modifies the verb
"Iooked" .)
Clearly, he wasn't amused. ("Clearly" modifies Ihe whole
sentence.)
He spoke cJearly and forcefuily. ("Clearly" modifies the
verb "spoke".)
Hopetully
Some usage pedants criticize the use of "hopefully" as a
sentence adverb. They say that it can only be used as an ad-
verb of manner, meaning "full of hope", as in:
"Can 10u help me?" she asked, looklllg at me hopefully.
Nevertheless, "hopefully" as a sentence adverb is now stan-
dard usage. It means "I hOpe that" er "it 15 to be hoped
that":
Hopefully, sales figures will go up again nex! year.
Actually
This sentence adverb should not be confused with the Ger-
man aktuell. "Actually" signals that the speaker wants to
add information to somelhing that has been said:
We weren't able to acquire any new Actually,
we lost a 101 of our exisling ones.
I've worked here at this company for ages. Since I lett
schaol, actually. III
EXERCISE
Replace the words in bold with a sentence adverb.
a) Everyone can understand that Luke is very unhappy
about the decision. _
b) You're leaving us? Are you serious? _
c) It appears that they lost a tot of meney last year.
Answers on page 87
IIJ Business Spotlight plus has reJated exercises, too!
1I'i Try more exercises al www.business-spotlight.delgrammar
ANNA HOCHSlEDER IS a Munich-based teacher of
English as a Second language and also writes on
language issues in Spotlight and Business Spotlight.
Conlact: a. hochsieder@spotlighl-verlag.de
4/2009
Dnii
THE MAINE EVENT
In der Lendoner Firma fr Veranstaltungsmanagement herrscht
Krisenstimmung. Muss einer gehen? Von KATHRIN ENKE
THE TEAM:
Maleolm Maine (A). the boss. Engtish, 54.
Sandra Pope (8), event manager. American, 37.
Elaine Stevens (C), customer relations manager. English, 50.
Jett Sennett (0), systems administrator. Amencan, 39.
Rodrigo Perez (E), graphie designer. Spanish, 38.
OFFICE TALK lANGUAGE.
"Maleolm,
are you
thinking of
letting me
go?"
Maleolm makes alough decision
Maicoim: Sandra, I was wondering jf YOU've goI a minute. I
need to talk to you in my office.
Sandra: Sure, Maleolm... lenters office, c10ses door] You
sound serious. I hope I haven't dooe anything 100 awful!
Malcolm: You? No, no. You've been domg a sterling job, as
aiways. [laughsJ Or, maybe, with the pound where it is
now, I shouldn't use the word "sterling" in a positive
sense any more.
Sandra: So, what's on your mind, Malcolm?
Malcolm: Oh. I don'l know... something more neutral. Iike
"a fantastic or "a bani-up job"...
Sandra: No, I mean: what did you want to
talk to me about?
Malcolm: Oh, sorry. Of course. It's... How do
I say this? You know we've lost some big
clients in these past few months.
Sandra: Yes. and especially Nortcn. I Just
couldn't berieve that, after ten years.
Maleolm: Il's not easy losing the "party of
the century", even if - thanks to you-
we're going to have a fantastic party of our
own now. But thai doesn't mean we're out
cf trouble.
sandra: This doesn't sound good at all. Malcolm, are you...
are you thinking of letting me go?
Maleolm: Nonsense, Sandra! Not you!
Sandra: Oh. But someone, right? Who? Jeff? Rodrigo?
Maleolm: No. no one trom the core team. Good God, no!
Sandra: Oh, that's arelief! You had me worried there.
Maleolm: I'm afraid you're still not going to like what I have
to say.
4/2009
Sandra: Just please say it.
Malcolm: I'm going 10 have to the consultant
contract with Stewart.
Sandra: What?
Maleolm: I just thought I'd let you know first, as he's your
husband. 1'11 be talking to hirn in half an hour.
Sandra: I... I knew he was coming in, but I thought... he
Ihought it was 10 talk aboul money-saving strategies...
Maleolm: Weil. it is, I'm afraid.
Sandra: ... I don't know what 10 say.
Malcolm: Weil, it can't be too rouch of a surprise, can it? I
mean, if even a consultant of his talents can't prevent a
criSIS from turning into a disaster. ..
Sandra: OK, prease excuse me, but I think l
have to go d.i.m1 this news.
Maleolm: Don't tell hirn, though.
Sandra: [Iaughs bitterly] Oh, Maleolm,
wouldn't want to take that privilege away
from you. [leaves, runs into EJaine]
Elaine: Sandra! Are you crying?
Sandra: Malcolm... Malcolm's going to can-
cel Stew's contraet.
Elaine: Oh, dear. 1 was ;:Ifraid this was going
to happen. And such poor timing, too.
sandra: It really cculdn't be worse. With the new house and
our Thailand trip, adlls. are realty pjljng up. And I just
found out that Stew's lost four big clients since January.
I have no idea how we'lI be able to manage.
Elaioe: 1.. I had no idea things looked so bad.
Sandra: I didnt, either! Stew never told me any of his wor-
ries. And now I don't know how to tell hirn that I...
Elaine: That you... what, dear?
Sandra: [crying] That I think I might be pregnantl 11
Language point
Sandra says to Maleolm: "You had me worried there." She
means that what he said had caused her to worry. This IS
an interesllng -aod common - use of Ihe structure "have
sb.... n to mean someone 10 feellbehaveJreact acer-
tain way". Some examples: "He had us all laughing out
loud": "Her health problems had us worried for weeks";
"The paperwork had us learing our hair out in frustration."
You can heilr thls dialogue on Business Spotlight Audio
BusinessSjXlUight 81
LANGUAGE ENGLISH FOR...
THE WINE INDUSTRY
In vino veritas
E
uropeans have been drinking wine for about 6,500 years
now and there's little sign that we are falling out of love
with a product so mtimately connected with our religion, our
foOO and our sex 1ives.
We like to tell ourselves that wine is healthy. good
for the heart," we say. Proo' of this is limited, however,
while the damage caused by too much alcohol is weil known.
Wine has glamour. Famous actors like Gerard Depardieu
and Johnny Depp own vineyards and publicly cetebrate
wine. Wine is popular. Although consumption is falling in
France and Italy, where it has traditionally been very high,
it's increasing in Britain and the USo
Wine is astalus symbol. too. Some collectors don't
besjtate 10 pay tens of tbousands of dollars for a rare wine,
allbougb Ibe wine may no longer be drinkable. And drinking
Das Keltern von Wein ist eine jahrtausendealte Kunst.
STEVE FLlNOERS berichtet von den Vernderungen, die in
dieser Branche stattgefunden haben.
wine is a statement about lifestyle. Middle-class Russians
and Chinese k2n1.irm. their new wealth by drinking wine.
TraditionaJty, the classification and quality of a wine de-
pends on the type of and tbe.SQil in which it is grown,
the region, the aiejni orocess and the weatber. This has
led 10 a huge number of suppliers in a heavily fragmenled
industry. Globally, the wine business is worth $250 hiJ.liml
a year, in wbich even leading wjnerjes have had only a tiny
madset share.
Today, European wme growers have rivals trom nearly
every conlinent: South Africa, Austraria, the US and South
America. Failure to adapt ta the globalization of wine has
resulted in overproduction, particularly in France, where in
2005, 100 million lilres of wine were converted jnta ethanol
and sold to oil companies to be used for making tuID..
The industry in the Dld World may be fragmented, but the
global wine business today is increasingly dominated by
economies of seate. Tbis is typified by Constellation Wines,
the targest wine producer in the world by volume. Tbe com-
pany is based in New York. It owns a number of individual
wineries that produce their own .tllaD..!:I.s, yet these smalJ pro-
ducers benefit enormously from the firm's wide ....ariety of ac
tivities, including brand marketing, bottling and distribution.
This is the future face of the wine business. and it is a far
.ill indeed fram the romantic picture we still ha e of a smalI,
family-owned vineyard beside a sunny French ri er.
b) a region c) Spanish fer "wine king"?
GrOBenvorteile
weit entfernt von einer
Siehe sein
etw. zersplittern
Kraftstoff
Weinlraube, Rebe

Marklanteil(e)
""'"
Weinberg. weingarten
Weinkelierei
convert 5th. Inlo 5th. [kan'V;):1 ,Intu:!
distribution
billion Milliarde(n)
brand lbrrend) Marke
confirm 5th. etw. t>estatigen;
hier: beweisen
etw. in etw. umwandeln
Vertrieb
In vino verltas lat. .. twth In
adapt to 5th. sich an etw. anpassen
l'erd31o_,pr:loUses] Alterungsverfahren
fra&.mtnt sth. [fneg'menl]
tuel
graJ!t
hesltate ['heZrleltl
marl!.et share ['mo:!:lt feal
soll [s:ll>ll
vine)'lird l'vmj::Nl]
winery ['wamm]
economies of seale [i,l:on,miz,v 'skel'l]
far cry, be a -- from sth. [,Co: 'm.. ]
QUIZ: Hotjust julc.
Choose the correct answer for each question.
1. Is Rioja;
a) a grape
3. What gives the Greek wine "retsina" its flavour?
a) cherry wood b) oak wood cl pi ne wood
2. Where does ChateauneufduPape come from?
a) Burgundy b) Bordeaux c) the Rhne
4. Whlch country drinks the most wine per person
(2005 statistics)?
a) France b) Italy c) Switzerland
5. Which country produces tbe most wine (2005)?
a) Italy b) France c) Australia
Soura( $), VinI_W... __.mt
Answers on page 87
STEVE FUNDERS IS a dfreclor af York Associales
{www.york-8ssociates.co.uklandauthoraf I<.ey Terms
............ In Peop/e Management (York Associates). Contact:
......__ steve.flrndersOyorkassociates.ca.uk
4/2009
Oll!.
nose (n;la) --- ---
palate ['prel=>tl
Nouns lor laSlln,
acidity [;'sld:lli]
aftertaste ['o:ft;telst]
balance
Collocations with "wine"
line wine __
hous.e wine ['haus wamI Hauswein
!PCll'k1i"l..!ine l,spo:kotlg 'walnl Sekt
YintJge wine l,vmtllJ.) 'W3lD] Jahrgangs-, Qualit:its-
WO"
wlne barrel J'wam ,ba;rol]_ _ __Weinfass
wine bottle j'wam ,bot'l) Weinflasche _
wine cellar .1'wam Weinkeller _
['wam gla:sl___ ___
wloe label ['wam ,Jelbi]
wine rack I'wam =1:1 Stander fr Wein-
___ flaschen,
wine lastinl ['wam Weinprobe, Wein-
verkostung
___ _
__Abga.!!&-
Ausgewogenheit,
Abgerundetheil
blend Verschmtt
__Krper, FOlie _
bouquet Jbu'kei.L- Blume
"TieIe, langer Abgang
moulhleel ['mau9fi:'[J Geschmackseindruck
___an Gaumen und
Bukett, Nase
Gaumen; Geschmack
Wlnemakln,
ale (sth.)
bettle (wine) !'bopl[
vintner
'{lliculture
winemaker ['wam,mc'hJ
corky, corked ['b:ki, b;lr:t]
crisp [kmfl]
Adjecllves lor lastln,
clean----'!!i.:-nJ
closed [lr::l;uzd]

verschlossen, sprOde,
unentwickelt
___ korl<.iL --
fflsch, mit hohem
Sauregehal_'__
trockenLherb
lii"Umig --
fruchtig
'o'OIlmundig __

traubig

___ __'_ang, nachhaltig __
leicht, rund, mit
___ niedngem
('pat8I>f] --- kraftJllL
relreshing [ri'fn:Jlui__ __
rich, richl): fla'fOuredJ!:!!1, ,nii 'nclv-JdJ kraftig,
ripe [ri"pl voll ausgebaut, mit
reifem Geschmack
soft Isnft] --- weich, lieblich
supple I'SAp>l1 Se5Chmeidig, samtig
dry [dB!!.l- __
floral ['nJ;r;I] __
Iruitr--.f!nl:liJ __ __
1u11-IIa'fOured
gentle ['d.;en!'ll _
grapey L!ill:.!pi]
lively ['h"v!il
long l!!!!I.L
mild [mal"ld]
___Alter; etw. reifen lassen
(Wein) in Flaschen
abfllen
clarlfkation Klarung .
cark I plastic cork [kJ:1: / ,p!:Estllr: / Plastikkorken
erush IkrAn _ __pressen:
ferment [b'mentl (ver)giren, fermen-

I!ape [!I!rull -Weintraube, Rebe __
__
mature (sth.) [m:l'IJUJ] etw, reifen lassen; reil
werden
(grapesl [prcsl
fannin ['ta:mnl Tannin (Gerbstoff aus
dell Traubenkernen)
wineyard ---
winificatlon [,vlmr,'kcIJon] Viniflkation (Weinher.
___
Winzer{in)
Vitikullur, Weinbau
WeinbauerlWeinbauerln
For more information
Siorln, and pourln,
aerate I brealhe !'cJrca/bri;] atmen
CIIrale [b'rreft _ __ (Wein-)Karall_,__
l'kJ:ksbu:]
fm'um] dekantieren
..,. down I,let 'da..Q!!.L __einlage..!!!..-
sediment ('scdim:lnt! ___Bodensan-, Depot __
sommerier [so'meli:l!-c>r! Sommelier! Som-
meliere
swirl sth, [sw::J:lJ elw. schwenken
BOOKS
The Winemakers' Essential Phrasebook, James March et ,11"
Mitchell Beuley, ISBN 978-1--84000-782-4, t25.
Dietionary of Wine, A & C Black Publishers, ISBN 978-0-
7475-6641-0, (9.99.
T1Ie Sotheby's Wine Encyc1opedia, Tom Stevenson, Darling
Kindersley, ISBN 978-1--4053-2656-8, E35.
Do exercises on this topie in Business Spotlight plus
1'""'1 For more praetiee; www.business-spotlight.dekocabulary
lANGUAGE flNANCIAL ENGLISH
"we oeed this machioe," admiUed Dr. Judith Zucker,
director of Suess Medical Center. a private clinie in
Napa Valley, Califoroia. "Dur eurrent computer-tomograohy
system iso't able to deliver the pietures we oeed for aeeu-
rate diagnesis. But we can't afford your CT system right now."
"Maybe," replied Olivia Kasper, the sales reDresentative
from Apollo Medical Systems, "but getting sued for missing
an early cancer growth in a patient would eost you much
more than the $3 million fer this equiprnent. Have you
thought about leasing? You could werk wilh our finance
group, Apollo Financial Services,"
"Leasing is fine for cars, but fer medical equipmenP"
asked Or. Zucker.
"Sure. Let me explain," said Kasper. "Many smatl and
medium-sized businesses have problems financing farge
DurchaseS like Ihis. You don't want 10 tle UR cash paying fer
a machine. And a bank l2an for this kind of investment has
10 be shown on the balance sheel. leasing generally does
not, beeause it's seen as an expense,"
"Thal's interesting," replied Or. Zucker. "How does Ihal
work?"
,al!mlnl
LEASING
Was ist unter leasing zu verstehen? JAMES ScHOFlELD erklrt
Ihnen den Begriff anhand einer fiktiven Firmensituation.
"Weil, it's a three-partner situation," continued Kasper.
"Apollo Medical Systems is the suppfier, Apollo Financial
Services is the and you are Financial Ser-
vices will first want to check your creditworthiness, but thai
won't be a problem. Then, when everything is agreed, you
get the lalest equipmeot without paying the full price for it."
"In the end we do," said Dr. Zucker skeptically. "We pay
tor it in jnstaltments, plus lots of
"That depeods on whether you agree on an operating lease
or a fjnance lease," replied Kasper. "With an operating lease,
you rent the equipment from Apollo Financial Services. They
own the CT system, but let you operate it - usually for a
fixed of 36 months. Your lease may include repair, ser-
vice, and ungrades, or these may be arranged separately.
Then, after the leasing period, AFS takes the scanner back
and seils it at its remaining value."
"That means we'll have paid lots of money, but will have
no machine," said Dr. Zucker. "And we'lI still need to do CT
scans. Iso't there any way thaI we can owo the equipment
at the end of the three years - after all these payments?"
"Then we'd be talking about a finance lease," said Kasper.
"Jn that case, you'd have the risks of ownership from the be-
ginning, and the machine would be included on your balance
sheet. Besides, technology moves on, you know. In three
years, you won't want thai partieular model anymore. You
want the best diagnostics. So, then you corne back and lease
the latest equiprnent from us." []I
Normally, leasing sets fixed payments for a specific time.
Renting allows flexibility in the price and time period. For
example, the rent may be increased Of the time period
can be extended.
Answers on page 87
EXERCISE: Flnanclng aqulpmanl
Choose the words to complete the investor's report on
$uess Medical Center.
balance sheet. installments _ lease
_ loan operating
The organization has found an attractive method of
financing large equipment. Instead of taking a bank
a) 10 purehase medical equipmenl, which
would appear on the b) , the management
arranged to c) a CT scanner from the fi-
nance group of the supplier. This is a(n) d) _--=--=_
lease rather than a finance lease. The cash f10w
created by using the equipment is significantly higher
than the monthly e)
JAMES SCHOFIELO teaches business and financial
Eogtish in Munieh. He is co-author of lhe Double
Dealingcoursebook serles (Summertown Publishingl.
_,,"..J Contact: james.schofield@siemens.com
Krebsgeschwiir
Computertomographie ICT)
Aufwendung, AuSilabe

Rate -
Zmgen)
BilalU
Auendienstmitarbeiteninl
LeasinglJehmer
Leasinggeber
Kredit
AusrCrstungsleasing,
kurzfnstiser Leasingvenras.
"','
balance sheetl'ha>l=ons Li:t!
cancer growth I'b:ru;"r grouOJ
computer tomography (CTI
11c=om'pju:l"I" lotl,mu:!J!",ril

finance lease ('f"H"l'nS li:sJ
InsuUment (m'sI3:lm=onl)

sue sb. for 5th. ['su: r>rl
Ieuee Ilt's':!
lessor [Ic's,:r]

operating lease I':sl
sales represenl.ill've
l'!iel>lZ ,rcpri,zclI1:l\lv]
jmdn. wegen einer Sactle

--
term ll.:l:mj Laufzeit
tie up cash liquj,de Millel bLnden
upgrade f'Apgreld) NachrOslung
84 BllsinessSpoiligltt
4/2009
Das Gesagte eines Gesprchspartners aufzugreifen und zu
wiederholen, oft auch mit anderen Worten, hat ganz unter-
schiedliche Funktionen. ALMUT KOSTER erklrt sie Ihnen.
AUTHENTIe ENGLISH lANGUAGE.
Adam uses an idiom ("get your troops to give us a shot")
to say indirectly that his company wants more business fram
John's firm. John rephrases, saying what Adam means l.iW::
QJ.[y: "phone you a bit more". John shows that he under-
stands Adam, but, as the customer, can be more direct.
3, Showing understanding and clarifying
In this next example, Adam, a supplier, is talking to John,
one of his customers:
Adam: So really, what I'm trying to do is to get your troops
to give us a shot.
John: Phone you a bit more.
People working together often repeat or reohrase each
other's words. There are various reasans for doing this:
REPETITION AND REPHRA
2, Creating a positive atmosphere
Sometimes. speakers don't simply repeat words but also
rephrase what has been said. Look at this example of small
talk between colfeagues:
Mary: That's not my style.
Jenny: That's not your thing. No, seems it's liIm!...m wild.
Ha, ha, ha.
Sandra: Oangerous! Ha, ha.
Jenny: Oangerous, exactly! Ha, ha, ha.
1. Showing agreement and sympathizing
In the following example, two colleagues are discussing a
difficull situation. Amy repeats Becky's words 10 show that
she agrees wilh Becky and sympathizes with her situation:
Becky: Everybody's been having these rough days in the
past couple of days.
Amy: It's been a rough day.
ca
The three colleagues are talking here about arecent trip
of Mary's to Spain, where she saw the [unning of the bylls
in Pamplona. They are joking about the idea of Mary run-
ning with the bulls. First, Jenny rephrases the word "style"
with "thing". Then, Sandra rephrases "wild" with "danger-
ous". Jenny then repeats the word "dangerous". 8y rephras-
ing and repeating, they show that lhey understand each
other and are enjoying a joke together. This helps to create
a positive atmosphere and cODtributes to a good working re-
lationship between the colleagues.
by alJ means [001 Fa_"__
clarlty_(slh.} (elw.) klaren
col1aboralion [b,lreb<'l're'J>nJ
__ hier; Einigkeit __
10 slh. [hn'tnbju:t zu einer sache beil@ien
exasperated: belge.!...::llg'zzsp....eiITd] veaweileln
gel -Lrrendetwas erreichen
kind of ('ka'.!!'!!E1 ifml.__ __irgendwie, ein bissche-----.!!...-
literally ['ht...:.lil __ im WOrtlicnen
office manager (,or" 'mrel1ldill- BOroleiler(in) __
I;l!!vlous __vorangeg@jen __
reason wilh sb. I'ri:Z'n WI] hier: jmdn. zur Vernunft
bnl)!len
reluctanlly
slh.l,ri:'freI7] etw. umformulleren,
'!W. anders ausdrUcken
resolve s1h. [ri'7."I ..1 etw. lsen
f\lnnina: of the bulls [,rAnl9:lV ;> 'bolz] Sliertreiben
soft (out) slh. \$;>:I!-- elW. l/)Sen, etw. bereinigen
!Impalhize wllh_slh. wl]__elw. nachemJlfmden
wanna ['wnn,,] ifmJ... want 10
4. Showing disagreement
The orevjous cases showed undetStanding and collabo@1joo.
But sometimes people repeat words to show disagreement.
Below, Sid (the bossl and Val (the office manalj!er) are dis-
cussing a problem they are having with a cuslomer. Val is
getting exasoerated because Sid wants her to talk to a
customer rather than doing so hirnself:
Sid: Could you have achat with her politely, because I
can't reaSQn wjth this woman.
Val: Weil, I den't think it's that. I think she's got a prob-
lem and she wants it S!2rW1.
Sid: Da you Yl@llJla chat to her?
Val: Oh, weil, 1'11 have achat. bv all means. I don't
know ill'li getanvwhere!
Sid uses Nchat" twice to ask Val to talk to the customer to
the problem. Val repeats "chat" in her repry and
reluctaot!y agrees. But she is not happy and does not think
she will be successful. This kind 01 ironie repetition of seme-
one's words is often a sign of conflict. I
[Q] Do an exercise on this topie on Business Spotlight Audio
ALMUT KSTER IS a senior lecturer in English at the
UQlversity of Blrmmgham and author of Investigatmg
Workplace Discourse {Routledge. ISBN 978-0-415-
36471-3. [24.99).
4/2009 Business SjxJIJigttt 85
lANGUAGE LEGAL ENGLISH
k"lll"
Wer oder was sichert wen im Falle einer Hypothek oder anderer
Sichetungsgeschfte ab? MAn FIRTH erklrt es Ihnen.
SECURED TRANSACTIONS
Answers on pace 87
MATT FIRTH teaches legal English at the University of
St GaUen and the Hochschule Vaduz, Liechtenstein. He
is secrelary cf the European Legal English Teachers'
Assot:;iation. Contact: matthew.llrthOunisg.ch
In agreement?
Consensual securjtv jnterests are these agreed to as a re-
sult of a or some other form of credit. For exam-
pIe, homeowners agree to a bank taking a security in-
terest in the home when they take out a mortgage.
Non-consensual security interests include those cre-
ated by laws under which one person or firm has the
right to hold prooertv as security for a drlJ1. A common
example of this is when a person's car is removed be-
cause it was badly parked. The car is only returned when
the owoer pays the fln.e..
form of security taken over m.ell. A lender who has a
fixed charge over a specific asset is a secured credjtor,
and the debtor cannot deal in that asset without the lender's
permissioo. This is the case when a person takes out a JI1QI::t:
iQge:; the homeowner cannot seil the house without first ask-
ing the bank that gave him the loan.
A creditor's interest in property offered as collateral is
koown as a !im. This provides security for the payment of
a debt, and consists of two limited fights: foreclosure and
Q[iQd!y. Under foreclosure, the lender takes back the prop-
erty bought with the loan because lhe borrower is unable
to make payments on the loao as agreed. Priority gives se-
cured creditors the right to be paid money owed to them be-
fore others.
Afloating charge is given over the assets of a compaoy, so
this meaos that the value of the security varies over time.
EXERCISE: Tru.t i. not enough
Choose the WOl"ds that best complete the text.
The most common type of secured transaction is a
a) fixed charge I mortgage Iloan, which is an example
of a b) collaterall possessory I non-consensual secu-
rity interest. Acreditor's interest in property used as col-
lateral is called a c) consent I lien I default. This inter-
est includes lhe right of d) foreclosure I default I credit,
under which a lender mflY take back property bought
with borrowed money. A creditor who has the right to
keep the debtor's security uotil payment has been made
holds a e) nonpossessory I non-consensuall consensual
security interest.
VermOgen5Wert
Sicherungsrecht (an
beweBllchem VermOgen)
assel [':esel!
collateral [ka'lrepr:ll]
eonsensual
foreclosure
lien ('Ibn)
A
secured transactjon is a type of credit agreement that
makes possible the lending of money by linanciar in-
stitutions to businesses, governments and individuals. The
most common example is a loan, an agreement under which
an individual or a firm lends money to another individual
or firm. Secured transactioos provide security to the lender
by giviog him a security interest. In other words, the lender
has a right to claim a collateral, which is c(Qperty that the
borrower has promised to give the lender if he canoot pay
back the Q.@t.
With a DOSsessory security interest, lhe bonower,
transfers the collateral to the lender, or C:l1.itQr, to
the loan. One example of this is when a person leaves some-
thing of value to a pawnbroker in return for cash. The pawo-
broker can seil the property if the money is not paid back.
Non-possessory security interesls include the fjxed charge
and a floatjng charge. A fixed charge is the most common
Sicherungs.g!!Kens!and
im gegenseitige;:;--
Einvernehmen
creditor
debt [deI! Schuld
debtO( Schuldner(inJ
fine [faInI Bugeld
lixed chargell11m '!Jo:d31 leststeherKle Belastung
floating chafle 'tIa:d3J schwebendes
__SlCherungsrecht
___ZwangsvollstreckuE&-
Pfandrecht, dingliches

loan J(recht, Darlehen
take out a ['m:l:gTd31 eine aufnehrnt!n
non-consensual [,nonkan'scnsju:lll mcht im gegenseitigen
__,EinVi!rnehmen __
non-possessory nicht possesSOI"lsch,
besitZlos
pawnbroker Pfandleiher(in)
possessory an Besitz
geounden
[prlll'nr..tiJ_ Vorrang
Eigentum.
secure sth. etw. (ab}s.ichem
5eCUred creditor Glolubiger{inl
5eCured transaction Sicheruflgsgescholft
t....,rn'uckj""lT.] =:;,-;;=
security inte,est ,mIresi]
86 Business Spodight 4/2009
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current nenls l,kM;ml I'vtnls)
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[,Cdl,tJ:ri:l1 ka:'lu:1!!lli
flash_CiIrd l'llic:l ku:d]
give sb. a break from sth.
I.g,y;, 'brelk rromJ
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SOLUTIONS
Vocabulary (page 72):
a} bckelll'lgicheck-1I'l counter
bl lland carry-on
cl suitcase
d) bulky luggage
el baggage, luggage
f) passport control
/Cl security checkpoint
h) metal deteclor
iJ conveyor bell
il X-ray machine
TriclliJ Translations 141,
1. You can lollow 0111 {thel shafe
pnces and exchanKe rates Ilere.
2. Der Einzelhandel bekommt die
AuswirkunSM der Krise zu
spuren.
Grammat (paile 80};
01) Underslandably
bl Seriously
cl Apparently
Enl!:lish for... lhe wine imlustry
(page 82):
H>

3-<
4--<l (France 551; Ilaly 481:
land 39 I; Spain 34 I)
s--a (France has led in olher years.)
Financial English (1Ia1_ 84),
Oll loan
bl balance sheet
cl lease
dl operating
el installmenls
legal Englistl (pail' 86):
a) loan
b) possessory
cl lien
d) foreclosure
_1 non-eOllsenslJal
4/2009 Bl/sinessSpotiight 87
FEEDBACK READERS' lETTERS
KUNDENSERVICE
SpotlightVerlag
- ".
lind.,,' letters shauld be senlll:
Business Spollight. F......
h"'-"tc. 22. 82152 P1ane9!l, o.utlehland;
by to i.mc;master@spodightVlrlagde;
or by fu 1014910189/85681210. Plus.
lnclude you. postallddress. emeil edd.us
end phone numbe. Ws reserve Ihe right to
edit ruders' commenlslor o' lengtn.
Liste erwnscht
I
ch bin Abonnentin des Business Spotlight und mchte
gerne wissen, ob Sie eine Liste haben, auf welcher die mei-
sten Funktionen in Deutsch und Englisch ersichtlich sind:
x.S. Geschftsfhrer, st\'. Geschftsfhrer, Verkaufsleiter,
scv, Verkaufsleiter, Leiter Administration etc. Es gibt im
Internet sehr viele Bezeichnungen, aber auch viele falsche.
Deshalb wre eine Liste mit den korrekten Bezeichnungen
in Englisch sehr hilfreich.
Bernie Liessem, Gretzenbach, Switzerland
Thank you for your suggestion. We are planning to produce a list of such
terms later this year. The Editor
Artikel zur Krise, bitte
I
nder November l008-Ausgabe von Spotlight gab es
einen wunderschnen Artikel ber die amerikanische Im-
mobilienkrise mit dem Titel "Hause of cards". Hiermit mch-
te ich fragen. ob es Ihnen vielleicht mglich wre, in
Busi"ess Spotlight hnliche Anike! (erstens ber die globale
&ankenkrise und zweitens ber die globale \Vrrrschahskrisc)
folgen zu lassen? Ich wre an solchen Anikeln sehr interessiert.
Hermann A. \Vilke, via e-mail
Schreibfehler entdeckt
M
it Vergngen lese ich Ihre Zeitschrift und erfreue mich an
der englischen Sprache. Bei allem Eifer und Bemhen fal-
len mir Fehler in dieser Sprache nicht auf, Dazu sind meine
englischen Fhigkeiten zu wenig ausgebildet. 1n der deut-
schen Sprache fallen mir dagegen Fehlet auf. Daher sehen Sie
es mir nach, wenn ich Sie darauf aufmetksam mache, dass
Ihnen auf Scite 20 (Ausgabe 2/2009) ein Fehler im deutschen
Vorspann unterlaufen ist. Es heit richtig .. widerspiegeln....
nicht "wiederspiegeln". Ein Englnder wrde diesen Fehler
mit Sicherheit nicht bemerken.
]ohalmes W: Bme, Diisseldorf
Deutsche Perspektiven fehlen
I
ch bin ein treuer Leset \'on Business Spotlight und von der
Qualitt der Zeitschrift recht angetan. Der Artikel "English
for insolvency" (Ausgabe 3/2009) hat mir viel Freude betei-
tet - nicht nur, weil er ein hochaktuelles Thema aufgreift,
Das Einzige, was mich strt, ist. dass einige Artikel im Ma-
gazin, in denen es um spezielle Themen wie Rcrht oder Fi-
nanzen geht, so gut wie nie die Perspektive des deutschen
Marktes beleuchten. Da geht es immer um England. Ameri-
ka, Australien. Fr Leser, die sich ber deutsche Verhltnis-
se auf Englisch unterhalten mchten, bringt das wenig.
Dr. Marklls Kleibri"k, via e-mail
90 Business Spotlight
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THE LAST LAUGH
viel
Here's what to say Ihe next time you
get caught:
1. This is a highly specific yoga posi-
tion to improve my creativity.
2. I was raising my energy level with a
ten-minute power nap.
3. I was trying to pick up my contact
lens without using my hands.
4.1 was meditating on the company
mjssion statement.
5. This is part of the Stress Level Elim-
ination Exerdse Plan (SlEEP).
6. I just want to know what a keyboard
really sounds Iike.
7. This is in exchange fOf the six hours
I dreamt about work last night.
8. (Raise your head slowfy.) Amen.
Sieeping al work?
attorney [3'IJ:ni] US
cheat sb. [IJi:t]
smart
W3'1 [.... ifml.
Anwalt, Anwlilin
jmdrl. hereirllegen.
jmdn. betrOgen
even ['i;v"ll] .hier: Oberhaupt
j'ki:bJ:dJ Tastatur
mission statement Firmenphilosophie
I'mlf>n ,stCl1ffiJnlLJ
power nap l'paU3 nrep] Nickerchen zum
Krafttanken
schlau
Brain food
A regular customer at a local stOfe notices that the owner is very intelli-
gent. me, what makes you so mli!1?" the customer asks.
"Fish heads," says the owner. you eat enough of them, you'll be ab-
sorutely brilliant!"
"And da you seil them herer asks the customer.
YOnl y $5 each," says the stOfe owner.
The customer quickly buys three. A week later, he comes back to the
store and complains that the fish heads taste terrible and that he's not
any smarter.
haven't eaten enough 01 them," repfies the store owner, so the
customer buys ten more fish heads. The next day, he returns and he's
reallyangry.
"Hey!" he says. "You're selling me fish heads for $5 each. I just found
out I can buy the whole fish at the market for $2t You're cheatjng met"
"You see?" says the store owner. smarter already!"
1
J

l
I
!
.,
J
J
I
J You sum to knO'W somt/hing abou/ law. I lifte that in an attornry.
l- --__-- ----...J
DILBERT
IVE FALLEN IN
LOVE WITH MY
PHONE.
IT ENTERTAIN5
ME. IT KNOW5 WHERE
I AM. IT RESPONDS
TO MY TOUCH. IT
NEVER JUDGES ME.
j SO. IT'S
. LIKE A
j WOMAN
cl TO YOU.
Jk=..h.
I
i
1
!

WAY
BETTER.
I
ARE YOU
EVEN
LI5TENING?
(
92 Business SJx>dighl 4/2009

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