LJ 5ompanies

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- Lis
Work in small groups. Agree on the three most important factors from
those listed below that can make a company successful.
ten-ing.' • focusing on how to increase market share
• having a strong company culture
A successful
• having user-friendly packaging
company
• having good designers who also understand production
• responding to the needs of the workforce
• starting with a simple business idea that is easy to understand

0 03.1 Peter Jelkeby, IKEA's UK Deputy Country Manager, talks about

four factors that make IKEA a successful company. Listen and number the
four factors in Exercise A in the order in which he mentions them.

8 0 3.2 Listen to the second part of the interview and complete these notes.

IKEA manages to stay ahead of the competition by:

A Peter Jelkeby • •••••••••••••••••• themarket

1 and the customer .................. 2

• understanding how the...................3 are acting

• being not only about products, but also about...............................4 to

people's needs

G) 03.3 Listen to the final part and decide which of the following was the
interviewer's question.
1 What new projects are you currently involved in?
2 How can you keep up your performance at such a difficult time for the
economy?
3 What are the things a successful international business must do?
4 Where are you planning to expand in the next five years?

In a survey for the Financial Times, 1,000 respondents (all of them

Chief Executive Officers) across 25 countries identified the
The world's companies they respect most and gave the reasons for their choices.
most respected The criteria used for ranking include, among others, innovation,
companies
shareholder value, customer service and community commitment
(i.e. supporting the community by creating jobs, protecting the
environment, giving money to charity, etc.).

0 Work in pairs. Ask each other questions to complete the tables.

Student A: Turn to page 137. Student B: Turn to page 143.

0 Work in pairs.
Student A: Read article 1. Student B: Read article 2.
As you read, make a note of the key information about your company.

Toyota Microsoft

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