АВТОР: ПАВЛОВА А.
harm причинять вред; наносить ущерб
environment окружение,окружающая обстановка; окружающая среда
retailer розничныйторговец, лавочник
lobby пытатьсявоздействовать на членов парламента/конгресса, «обрабатывать» их
claim требование;претензия; притязание; заявление, утверждение
covenant договоренность,сделка, соглашение; договор
entrepreneur бизнесмен,делец, предприниматель
frustrate разочаровывать;обманывать ( надежды, ожидания )
fade вянуть;ослабевать, постепенно затихать/умирать; замирать
Beingethical can be a clever marketing strategy. Increasingly consumers areinfluenced by “non-commercial” factors, such as whether a product harms theenvironment. Firms, such as Ben & Jerry’s, an ice-cream maker, and BodyShop International, a cosmetic retailer, have strengthened their brands bypublicizing their ethical standards. Cummins Engine, a maker of diesel engines,made its products greener while lobbing for stricter pollution laws.
But suchethical self-promotion can be dangerous. Body Shop was publicly force to changea claim that its products were not tested on animals (some of the ingredientsin its cosmetics had been tested on animals by other firms in the past). Theerror led many consumers to question Body Shop’s ethical standards.
Somethink that the best way to persuade manages to think more ethically is to takemore account of stakeholders. Laura Nash of Boston University’sInstitute for the Study of Economic Culture argues that managers should seetheir role in terms of “covenants” with employees, customers, suppliers and soon. Such covenants should have a single goal: to ensure that a business createslong-term value in a way that is acceptable to all of these “stakeholders”. Amanager would view his business in terms of relationships rather than products;and see profit as a result of other goals rather than an objective in itself.But such ideas tend to go against shareholder capitalism.
The bestanswers may be simple ones. Ethics rules should be clear (for instance, shouldan employee pay bribes where this is accepted business practice?) and theyshould be regularly tested. Some companies are turning to “ethical audits”. Inits annual report Ben & Jerry carries a “socialperformance report” on the firm’s ethical, environmental and other failings.Carried out by Paul Hawken, a green entrepreneur, theaudit has sometimes frustrated Ben Cohen and Jerry Greenfield, the company’sfounders. So far, however, they have always published it. That may be why Ben& Jerry’s reputation remains good where others fade.
1. Howimportant it is from your viewpoint to be ethical in business?
2. Howfair is it to test products on animals?
3. Whatcan be done against bribery?
4. Do youbelieve that «white lies» are worth using sometimes?
5. Is itpossible to succeed in modern business being absolutely honest?
4.Sat whether these statements are true or false, according to the article.
Correctthe false ones:
1. Being ethical is a safe way in business.
2. Non-commersial factors gain popularity these days.
3.WhenBen Cohen and Jerry Greenfield, the company’s founders, were dissatisfied withthe results of ethical audit sthey preferred to keepit secrtet.
4.Thereis a big danger that the the company reputation maybe damaged by unsatisfactiry ethical audits and BenCohen and Jerry Greenfield’s case proves it right.
5. Thereare examples when a company strengthened its positions by making its ethicalprincipals transparent.
5.Explain this in English:
1.Profit — …
2.To persuade — …
3.Standard — …
4.Consumer — …
5.Employee — …
6. Findantonyms to the following words:
1.Clever — …
2.Hard — …
3.Strict — …
4.Dangerous — …
5.To frustrate — …
7. Findsynonyms to the following words:
1.To force — …
2.To change -…
3.To test — …
4.Environment — …
5.Clear — …
8.a) Jumbled words. Make real words out of them:
b)Compose a sentence including all the guessed words.
1. long-term a.to change
2. single b.founder
3. force c.of relationship
4. social performance d.standards
5. ice-cream e.terms
6. terms f.engines
7. to persuade g.on animals
8. marketing h.value
9. company i. maker
10. test j.the environment
11. regularly k.goal
12. diesel l.strategy
13. to harm m.tested
14. to question n.report
15. business o.managers
b)Translate these combinations in Russian and make your own sentences using atleast two of the combinations above in each.
10. a) Find all the irregular verbs in the text, includingthe modal verbs.
b) Givethe three forms of them.
c)Make your own sentences incorporating two or more of the verbs above.
11.Play a game.
Individuallycreate as many word combinations with these verbs as you can.
1. to harm
2. to answer
3. to lead
Thenin a group start reading them one by one.
Theperson who will run out of combinations is left out.
Theone who will stay longer is the winner.
5. 1. False; 2.True; 3. False; 4. False; 5. True
8. a)1. regularly; 2. acceptable;3. entrepreneur; 4. supplier;5. relationship
9. a)1. h; 2. k; 3. a; 4. n; 5. i; 6. c; 7. o; 8. l; 9. b;10. g; 11. m; 12. f; 13. j; 14. d;15. e
10. to be; to have; to make; can; tolead; to think; to take; to see; shall; to go; may
Compiled by Alena Pavlova