▪ high profit margins
▪ large inventories to make sure that products are available
▪ low research and development spending
▪ machines that give the possibility of making various different products
▪ self-financing (using retained earnings rather than borrowing)
Task 4. Writing 1
Write a description of a company you know, in about 100–150 words.
Task 5. Reading 2
Getting started
▪ Before reading the text, discuss in small groups what you know about the Apple Computer Company and their structure.
▪ What do you think about reorganisations that sometimes take place in companies? How often should they happen? Is it really necessary to reorganise companies? What for? Give reasons for your point of view.
▪ The text below is from a history of the personal computer industry by Robert X. Cringely, who is not convinced that the loose organisational structure of the Apple Computer Company and its regular reorganisations are a good idea.
▪ Read the text. Consult Vocabulary p. 143–144.
THE APPLE COMPUTER COMPANY
Somehow, early on, reorganisations – “reorgs” – became part of the Apple culture. They happen every three to six months and come from Apple's basic lack of understanding that people need stability in order to be able to work together.
The problem with reorgs is that they seem to happen overnight, and many times they are 5 handled by groups being demolished and people being told to go to Human Resources and find a new job at Apple. And so the sense is at Apple that if you don't like where you are, don't worry, because three to six months from now everything is going to be different. At the same time, though, the continual reorganizations mean that nobody has long-term responsibility for anything. Make a bad decision? Who cares! By the time the bad news arrives, you'll be gone and someone else will have to handle the problems.
If you do like your job at Apple, watch it, because unless you are in some backwater that no one cares about and is severely understaffed, your job may be gone in a second, and you may be 'on the street' with one or two months to find a job at Apple.
Today, the sense of anomie – alienation, disconnectedness – at Apple is major. The difference between the old Apple, which was crazy, and the new Apple is anomie. People are alienated. Apple still gets the bright young people. They come into Apple, and instead of getting all fired up about something, they go through one or two reorgs and get disorientated. I don't hear people who are really happy to be at Apple any more. They wonder why they are there, because they've had two bosses in six months, and their job has changed twice. It's easy to mix up groups and end up not knowing anyone. That's a real problem.
Taks 6. Talking Point 2
▪ Dwell on criticism of Apple’s policy, say if you agree with this policy or disagree. Explain why.
▪ Which half-sentence near the beginning of Cringely's account summarizes his argument?
▪ Summarise in your own words the negative consequences (according to Cringely) of Apple's regular reorganisations. Consult Speaking References p. 126–130.
Task 7. Vocabulary 1
Multiple choice. Choose between two options a) and b) the meaning of the words and phrase according to their use in the text above.
1. Overnight:
a) between midnight and 6 a.m. b) suddenly, from one day to the next
2. demolished:
