BAE1034 English for Business Studies: Reading Comprehension, Oct 2016

This document offers a comprehensive solution to a BAE1034 English for Business Studies reading comprehension assignment, focusing on the article "Innovation Starts - And Ends - With Mindset." The assignment includes reading comprehension questions, requiring students to identify key ideas, define vocabulary, and answer detailed questions about the text. It also includes a critique writing section, where students evaluate the author's validity, objectivity, and credibility, supported by evidence from the text. Finally, the assignment assesses language focus, requiring students to construct concise sentences based on provided sets of sentences. The article discusses how companies either adapt and innovate or fail, using examples like Xerox to illustrate the importance of a growth mindset and the dangers of fixed business models. The solution provides detailed answers and analysis for each section of the assignment.

BAE1034 ENGLISH FOR BUSINESS STUDIES11 OCTOBER 2016
SECTION A: READING COMPREHENSION [20 MARKS]
Instructions: Read the passage carefully and answer ALL questions that follow.
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Innovation Starts - And Ends - With Mindset
In her bestselling book Mindset, psychologist Carol Dweckargues
that people who see their skills as a fixed set of strengths and weaknesses
tend not to achieve much. On the other hand, those that see their skills as
dynamic and changeable are able to continually grow their abilities and soar
to great heights.
Businesses are the same way. Most see their business models as
a permanent facet of their DNA, so when their environment changes, they
fail to adapt. That is why 87 percent of the companies on Fortune’s original
list of 500 top firmsare no longer there. Over time, most companies get
better and better at things that people want less and less.
1. .Firms like Procter & Gamble, General Electric and IBM
still thrive after a century or more. The reason they endure is that they do
not see their business as fixed, but have continually reinvented themselves
and are vastly different enterprises than when they started. In an age of
disruption, the only viable strategy is to adapt.
As an example, Chester Carlson was a prototypical inventor. Self
taught and brilliant, he worked for years tinkering with his invention even
while holding down a day job and going to law school at night. When his
wife grew tired of the explosions he made mixing chemicals in the kitchen,
he moved his work to a second floor room in the house.
After working on it for over a decade, he finally teamed up with the
Haloid corporation. They built a superior product, but it cost nearly ten
times what competitive machines did. They tried to interest the great
companies such as Kodak, IBM and GE, but all demurred.2. . Then
Joe Wilson, the President of Haloid, had a billion dollar idea. Instead of
selling their machines, why don’t they lease them? The idea took off and the
company we now know as the Xerox Corporation was born.
Over the years, Xerox continued to innovate along its business
model. New products came out that could print more copies faster, which
not only increased customer satisfaction, but made Xerox a lot more money.
It plowed those profits back into more innovation, a legendary direct sales
operation and even better and faster copiers.
In 1961, the company listed on the New York Stock Exchange and,
as it continued to grow by leaps and bounds, it attracted a cadre of highly
qualified executives who honed its model further. Because it made the bulk
of its money on the number of copies printed, that became Xerox’s key
metric of success.So when new Japanese competitors arrived with cheaper,
slower copiers for smaller businesses, it did not seem like much of a threat.
After all, those customers could not generate enough copies to be attractive
to Xerox anyway. But before long, big firms started to see the benefits of
machines that could fit in each office, rather than taking up an entire room.
By the late 1970’s, Xerox’s copier business was in trouble, but it had
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BAE1034 ENGLISH FOR BUSINESS STUDIES11 OCTOBER 2016
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an ace up its sleeve. ItsPARC division had developed a new kind of
computer, the Alto, that had many of the features we would recognize
today, such as a mouse, a graphical user interface and an ethernet that could
link the machines together in a network.
3. . Although there was no lack of interest in the Alto as a
standalone machine, the executives at Xerox did not see its potential.
Instead, they integrated it into a much bigger system, the Star, which cost
$16,00 per unit and $50,000 to $100,000 for a full installation.In short
order, IBM launched the PC, Apple came out with the Macintosh and
Xerox’s computer business - as well as its position in the top echelon of
American industry - was finished.
Within Xerox, PARC was like a world unto itself. While the
headquarters in Stamford, Connecticut was a bastion of corporate
staidness, a 1972 profile by Stewart Brand portrayed the hackers at
PARC as freewheeling hippie geniuses, creating their own personal brand
of revolution with long hair and bare feet.4. . Up to that point,
computers were massive machines that were divided among a group of
highly trained specialists through time sharing systems. However, the
visionaries at PARC saw that computers could become much simpler
devices that ordinary people could use by themselves. A full two thirds of
the Alto’s power was devoted to the display to make it as user friendly as
possible.
Nevertheless, in their own way, the hackers at PARC were just as
myopic as the suits back in Stamford. For example, two of the scientists at
PARC, Dick Shoup and Alvy Ray Smith, were working on a new graphics
technology called SuperPaint. Unfortunately, it did not fit in with the
PARC’s vision of personal computing; the two were ostracized and
eventually both left.Smith teamed up with another graphics pioneer, Ed
Catmull, at the New York Institute of Technology. Later they joined George
Lucas, who saw the potential for computer graphics to create a new
paradigm for special effects. Eventually, the operation was spun out and
bought by Steve Jobs. That company, Pixar, was sold to Disney in 2006 for
$7.4 billion.
It is easy to look at any of these stories and say, “how could they be
so dumb?” It seems obvious, in retrospect, that there would be a large
market for desktop copiers, that personal computing would grow to be a
major industry and that tremendous value would be unlocked from
sophisticated computer graphics.Yet the unfortunate truth is that we evolve
to survive, not adapt. We fear losing what we have more than we desire
winning something we do not. The better we get at doing one thing, the less
we want to work on something else.What is more, we tend to surround
ourselves with people who think like we do and they reinforce our inherent
biases.
5. .The executives at Xerox were trained at business school to
maximize profitability by optimizing the value chain and those around them
thought the same way. The scientists at PARC were part of an early culture
that was resolute on developing personal computers, advanced graphics
were not on their radar screen.
It is easy to complain - as so many do - that others “don’t get it.” We
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BAE1034 ENGLISH FOR BUSINESS STUDIES11 OCTOBER 2016
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love to talk about disrupting markets and industries, but rarely put forth the
effort to disrupt ourselves. That requires a change in mindset and, for most
of us, it is just too hard.
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Adapted from Finn, P. (2016, April 24).Innovation starts – and ends – with mindset. Retrieved
from http://www.digitaltonto.com/2016/innovation-starts-and-ends-with-mindset/
Question I (5 marks)
Instructions: Decide which of the sentences (a) – (e) best fits in each of the boxes
labelled 1-5 in the passage.
a. Yet once again, the corporate mindset took over.
b. The point is that it takes work to change your mindset.
c. Of course, that is not always true.
d. And true revolutionaries they were.
e. There just didn’t seem to be a value proposition that would justify
the cost.
Question II (5 marks)
Instructions: Find a word in the passage for each of the meanings below.
a. feasible and workable - Adapt (Paragraph 3)
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objected or showed reluctance- demurred (Paragraph 5)
c. improved and refined- qualified (Paragraph 7)
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a level of rank or reputation- echelon (Paragraph 9)
e. narrow-minded- myopic (Paragraph 11)
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Author’s Biography
Patrick Finnis a New York-based Head of Marketing, focusing on developing,
implementing and driving marketing strategiesfor Cynergy Data. Previously, he
worked at Konica Minolta and Microsoft for over 10 years managing marketing,
brand awareness and ad technology.Patrick has recently been named Top 40 Social
Media Marketing Expert You Need to Know by LinkedIn.
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BAE1034 ENGLISH FOR BUSINESS STUDIES11 OCTOBER 2016
Question III (10 marks)
Instructions: Answer the following questions in complete sentences.
a. How do companies that are able to endure and sustain their
businesses differ from those that are not?
The businesses are just like the strengths and
weakensses in a human being. These skills grow and nurture
with time. The companies are able to endure and sustain the
business by adapting and reinventing themselves and differ
from the enterprise when they had started.
(2 marks)
b. What does the author mean by the phrase “it had an ace up its
sleeve” (lines 42 - 43)?
The means that Xerox had to use their knowledge to
provide them an advantage over the other businesses.
(1 mark)
c. State two key factors that downgraded the position of Xerox’s
computer business in the American industry.
The two key factors are:
(a) IBM launched the PC and Apple came out with the
Macintosh
(b) The customers could not generate enough copies to be
attractive to Xerox
(2 marks)
d. What does “They” in line 76 refer to?
‘They’ refers to two of the scientists at PARC that is Dick
Shoup and Alvy Ray Smith,
(1 mark)
e. According to the author, why do people evolve to survive but
not to adapt?
The truth is that we evolve to survive, not adapt. There is
the fear of losing what we possess more than we desire
winning something we do not. The better we get at doing a
particular thing, the less we want to work on something else.
We surround ourselves with people who think like us and they
give support to our inherent biases.
(3 marks)
f. What is the tone used by the author in the last paragraph?
The author in the last paragraph uses a reflective tone.
(1 mark)
SECTION B: CRITIQUE WRITING [10 MARKS]
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BAE1034 ENGLISH FOR BUSINESS STUDIES11 OCTOBER 2016
Question I (10 marks)
Instructions: Based on the reading text, evaluate the author’s and text’s validity,
objectivity and credibility. Support your answers with detailed elaboration and
provide evidence from the text where necessary. Write your answers in 200 – 250
words.
Answer:
1. Validity: Patrick Finnis who is a New York-based Head of Marketing has
written the above text. He is focusing on development, implementation and
driving marketing strategies for Cynergy Data. He worked at Konica Minolta
and Microsoft for over 10 years managing marketing, brand awareness and ad
technology. Patrick has recently been named as the top 40 Social Media
Marketing expert. The text has been adapted from the article, ‘Innovation
Starts and ends With Mindset’. The text has been divided into the mindset of
the innovator, the mindset of the corporate and the simple mindedness of the
single mind. There is also stating the reasons for failure to adapt.
2. Objectivity: The text informs us that the businesses are just like the strengths
and weakensses in a human being. These skills grow and nurture with time.
The companies are able to endure and sustain the business by adapting and
reinventing themselves and differ from the enterprise when they had started.
The truth is that we evolve to survive, not adapt. There is the fear of losing
what we possess more than we desire winning something we do not. The
better we get at doing a particular thing, the less we want to work on
something else. We surround ourselves with people who think like us and they
give support to our inherent biases.
3. Credibility: The text has elaborated and discussed on the invention of the
Xerox Corporation by Chester Carlson. The text analyzes the business
corporations and the strategies used by them to reinvent their business
corporation. The companies are able to sustain the businesses by adapting and
reinvention.
Continued…
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BAE1034 ENGLISH FOR BUSINESS STUDIES11 OCTOBER 2016
SECTION C: LANGUAGE FOCUS [30 MARKS]
Question I (10 marks)
Instructions: Construct a concise sentence based on each set of sentences in the
questions below.
Example: (0) In the month of April, we detected a quality control issue. It was
instructed by the CEO that this item be presented by the manager at
the next board meeting.
The CEO instructed the manager to present the quality control issue
detected last April in the next board meeting.
a. Last June, a talk on women entrepreneurship was organised by
an SME association from Singapore. It was an annual event. A
total of a hundred participants attended the talk.
During the month of June around hundred participants attended
a talk on women entrepreneurship which is an annual event
organized by a SME association from Singapore.
(2 marks)
b. This email is sent in reference to your enquiry dated May 27. We
would like to inform you that the goods which you have ordered
will be delivered in the near future once payment has been made.
This email is a reply to the enquiry made on May 27 about the
goods that had been ordered which will be delivered as soon as
the payment is made.
(2 marks)
c. DK Curtains owes Euro Textiles a substantial sum of RM1.1
million from their last order. In spite of the fact that the bill
remains unpaid, they recently placed more orders.
DK Curtains placed fresh orders to Euro Textiles in spite of
owing them an amount of RM1.1 million from the last order that
is unpaid.
(2 marks)
d. In the period between 2010 and 2015, a total of more than 50%
of start-ups failed which was caused by inadequate financial
management. Such findings were reported by the Association of
Chartered Certified Accountants (ACCA) in China.
The Association of Chartered Certified Accountants in China
stated that between 2010 and 2015 more than 50% of start-ups
failed and caused inadequate financial management.
(2 marks)
e. Datuk Amir Bakri, the person responsible in managing Data
Comm, has decided to conduct meetings discussing operational
matters once every three months. This move has been approved
by the company’s stakeholders.
The company stakeholders have approved the decision of
Datuk Amir Bakri to conduct the meetings once in every three
months to discuss operational matters.
(2 marks)
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BAE1034 ENGLISH FOR BUSINESS STUDIES11 OCTOBER 2016
Question II (10 marks)
Instructions: For each word below, add a suitable affix or affixes, and construct a
sentence set in a business context using the newly-formed word.
Example: (0) popular (Add a suffix)
Word:popularity
Sentence: Online shopping in Malaysia is poised for significant
growth, given its rising popularity and adoption among local
consumers.
a. equal (Add a prefix)
Word: inequality
Sentence: Although the gap is closing, there is still inequality between pay for men and
women.
b. mobile (Add a prefix)
Word: Immobile
Sentence: He was immobile as a stone.
c. accident (Add a suffix)
Word: accidentally
Sentence: On the homeward journey, he was accidentally killed and his vessel was
lost.
d. commit(Add a suffix)
Word: commitment
Sentence: The thing that will not change is the commitment to the customers.
e. employ (Add a prefix and a suffix)
Word: Employment
Sentence: She called up the employment office and they rescheduled the three men
they were going to send to help put up the fence.
Question III (10 marks)
Instructions: For each idiom below, explain its meaning and construct a sentence
set in a business context using the given idiom.
Example: (0) under the table
Meaning:A secret, hidden action
Sentence: Raihan was given money under the table to turn down the
joint venture offer.
a. cut corners
Meaning: to do something perfunctorily so as to save time or money.
Sentence: It is certainly not a sensible move to cut corners with national security.
b. game plan
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BAE1034 ENGLISH FOR BUSINESS STUDIES11 OCTOBER 2016
Meaning: a strategy that worked out in advance.
Sentence: In sport, a team's game plan is their plan for winning a particular match.
c. whole nine yards
Meaning: everything
Sentence: The Army came out and gave the people the whole nine yards on how
they used space systems.
d. add insult to injury
Meaning: to make a bad situation worse.
Sentence: I was already late for work and to add
insult to injury, I spilled coffee all over myself.
e. last straw
Meaning: the final act or insult; the act that finally calls for a response
Sentence: He has been late before, but this is the last straw.
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