L1 S2 Brochure 2022-23

Licence 1
Économie et Gestion
Campus Assas et Melun
English for
Economics
and
Management
Second Semester
2022-2023
*Images: Pixabay
1
Table of contents
Course Description .............................................................................................................................. 4
How to prepare your crowdfunding project? ................................................................................... 6
Plagiarism ........................................................................................................................................ 7
Chapter 1: Inequalities ......................................................................................................................... 8
Document 1 (cartoon): Inequality and race in the US (2019) ......................................................... 8
Document 2 (text): ‘What Is the Pink Tax?’ (The Balance) ............................................................ 9
Grammar: The difference between THAT and WHICH ............................................................... 12
Grammar: Raise vs rise.................................................................................................................. 13
Chapter 2: Entrepreneurship .............................................................................................................. 15
Document 1 (text): ‘American tech giants are making life tough for startups’ (The Economist) ........ 17
Document 2 (video): ‘The single biggest reason why start-ups succeed’ (Ted Talk).......................... 19
Chapter 3: What is a business model? ............................................................................................... 21
Document 1 (video): ‘What is a Business Model?’ (Harvard Business Review)................................ 21
Document 2 (cartoon): A ‘new business model’ (2013) ............................................................... 22
Document 3 (text): ‘A broken scaling model’ (Financial Times) ................................................. 25
Document 4 (video): ‘Why Starbucks Failed In Australia’ (CNBC) ............................................ 28
Document 5 (chart): Number of Starbucks Stores around the world (2021) ................................. 29
Chapter 4: Emerging economies........................................................................................................ 30
Document 1 (video): ‘What is an emerging market?’ (CNBC Explains) ...................................... 30
Document 2 (text): ‘Latin America could become an alternative to China. But only if the
protectionist policies of the region’s politicians don’t get in the way.’ (The Economist)............. 32
Document 3 (text): ‘RCEP: Asia-Pacific countries form world’s largest trading bloc’ (BBC
News) ............................................................................................................................................. 35
Grammar: Narrative (Verb forms used to talk about the past) ...................................................... 37
Toolbox: How to comment on a cartoon ....................................................................................... 41
Grammar: Nationalities ................................................................................................................. 42
Document 4 (chart): Growth in emerging markets (2012-2022) ................................................... 43
Document 5: Growth in Asia, Europe and Latin America (1990-2020) ....................................... 44
Example of a cartoon commentary................................................................................................... 45
Chapter 5: Free trade ......................................................................................................................... 46
Document 1 (cartoon): Offshoring and reshoring (2022) .............................................................. 46
Document 2 (text): ‘Globalisation’s death has been exaggerated’ (Financial Times) .................. 47
Grammar: Relative clauses ............................................................................................................ 51
Grammar: Relative pronouns and relative clauses ........................................................................ 54
Main free trade agreements ........................................................................................................... 56
Methodology: How to write a summary ........................................................................................ 60
2
Cartoon commentary practice ........................................................................................................ 61
Paragraph structure ........................................................................................................................ 62
Link words ..................................................................................................................................... 64
Grammar: Direct and indirect speech ............................................................................................ 65
Examples of cartoon commentaries ............................................................................................... 69
Annex: Grammar review ................................................................................................................... 72
Annex: Cartoon practice .................................................................................................................... 76
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Course Description
This course is based on weekly classes. Each class lasts 90 minutes.
Course objectives focus on:

• The acquisition of the basic skills necessary to study and work in the field of economics and
management.
• The acquisition of basic knowledge in the field of economics and management.
The material provided here can be used in several ways to develop and strengthen those skills. They
will help you gradually improve your use of English and further your knowledge of economic
vocabulary. In the second and third years, course content will become progressively more specialized.
Throughout L1, you will learn the basic skills as you apply them to texts, interpret charts and cartoons
and, in the process, expand your vocabulary and deepen your knowledge of economics and
management. You will also improve your listening skills and you will be asked to give your opinion
on a variety of topics. Your oral participation will be an essential part of your final mark for the
semester.
You must bring the handout to EACH class.
Second semester
During the second semester you will begin to discover some of the specific aspects of
macroeconomics. You will come into contact with the economic situation of a variety of
countries/areas and you will familiarize yourselves with the vocabulary, phraseology and grammar
commonly used in the discipline.
By the end of the semester, you should have developed reading and listening techniques, enabling
you to understand a wide range of economic articles. You should also be able to write clear
descriptions of economic data and cartoons using the specialized vocabulary you will have learnt.
You should also understand the basic techniques of summary writing.
Building Your Skills
Learning a language can be fun but it also requires substantial work on a regular basis. This does not
happen uniquely in the classroom. Students who progress the most are those who seek every occasion
to use English inside or outside of the classroom.
In addition to your weekly tutorial, we strongly recommend that you have as much contact as possible
with the English language. Read books, newspapers and magazines in English. Watch TV in English,
surf the Web. Listen to music with English lyrics – try to understand them as well. Watch the original
versions of films. Converse with native speakers of English. In short, the more practice you have in
reading, writing, listening and speaking, the stronger your skills will become. It will be easier and
more natural for you to speak English. You will also feel more comfortable speaking English.
DO NOT FORGET TO LISTEN TO LINGOHACK EVERY WEEK

http://www.bbc.co.uk/learningenglish/english/features/lingohack
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Continuous Assessment and Exams
Your overall marks for each semester are independent and they are made up of one grade for the final
exam and another for continuous assessment. Both are out of 10.
Continual assessment is based on one grade for the mid-term exam and another one for your work
throughout the semester (crowdfunding Project, spoken English, in-class participation, homework,
progress and punctuality).
Continuous Assessment (50%) Final exam (50%)

30% 20% 50%
Crowdfunding Attendance, punctuality, Midterm Test 90-minute written

Project oral participation, (Reading comprehension, exam.
homework. Grammar and grammar, vocabulary, Reading
vocabulary tests. writing) comprehension,
grammar, vocabulary,
writing.
Midterm exams will be taken in the tutorial classrooms during each semester. Your instructor will
set the date for those exams.
Attendance is mandatory for every class. Punctuality is also required. You may not be admitted to
class if you are late. More importantly, homework must be prepared for each class so that you can
participate actively in each lesson.
Continuous assessment accounts for 50% of your final grade, therefore all these elements will have a
significant influence on it.
It goes without saying that cell phones are to be turned off in the classroom.
Final exams last 90 minutes. You will be asked to use the skills you have learnt throughout the
previous semester. Ask your teacher for copies of previous years’ exam papers. They are similar to
the exams you will take. We highly recommend you practice on them.
Have a good semester and… Good Luck!
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How to prepare your crowdfunding project?
Every week, one or two groups of two students will present a project to the class. The groups will
describe a new product or service, and say how much money they need, and what for.
The other students in the class will play the role of potential investors or venture capitalists (the sharks
in Shark Tank), and will ask questions to better understand the project and decide if they want to
invest in it.
Look at this video to have an idea of the subject:
SHARK TANK: https://www.youtube.com/watch?v=6GwR4_dVYtA
What is crowdfunding? http://www.hongkiat.com/blog/crowdfunding-sites/
Purpose:
• Learn how to present a project that you are interested in.
• Develop your oral skills.
• Convince your audience with strong arguments.
• Use numbers to present a budget.
• Learn how to use PowerPoint.
The groundrules!
Ø Groups: 2 students
Ø It should not exceed 15 minutes (for 2 students)
Ø Your crowdfunding project should be presented with PowerPoint slides.
Ø Answer the following questions: Where? When? Who? Why? How much?
Ø Make one slide for each question.
Do:
• Make sure your presentation is lively and interactive.

• Present at least one slide with your main expenses. A maximum of €10,000
• Make it understandable for your audience (figures, examples, explanations).
• Do not hesitate to show pictures.
Don’t:
• Copy a whole project from a crowdfunding site.

• Read a paper on which you have written complete sentences.
Each member of the class will have a budget of €10,000 to allocate to his or her two favourite projects.
At the end of the semester, the two best projects will be chosen and each student will determine how
much to give to finance these two projects.
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Plagiarism
This chapter is adapted from the University of Ottawa’s website (www.uottawa.ca/plagiarism)
Since one cannot always be original it is entirely acceptable to present another person’s ideas in a
piece of work. However, it must be done properly to avoid plagiarism.
Plagiarism is taking another person's words, ideas or statistics and passing them off as your
own.
The complete or partial translation of a text written by someone else also constitutes plagiarism
if you do not acknowledge your source.
Principles and rules
• When borrowing another person’s words, use quotation marks and include complete
references (author’s name, date, pages).
• Internet sources must also be acknowledged.
• When borrowing another person’s ideas, acknowledge their origin.
• Do not paraphrase another writer’s words and pass them off as your own.
• If you use someone else’s words, data, etc., use quotation marks and give a complete
reference.
• If you borrow someone else’s ideas, give a complete reference.
• When looking for information online, you may be tempted to copy and paste short segments
from Wikipedia.org or other websites. IT IS PLAGIARISM. Even though what you find is
free and available to anyone, you cannot take it unless you say where (and when) you found
it.
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Chapter 1: Inequalities
Document 1 (cartoon): Inequality and race in the US (2019)
Source: Dr Jack & Curtis (https://ewn.co.za/2019/01/08/cartoon-a-case-of-inequality)
Please answer the following questions:
1) What is the link between inequality and school?
2) What about the skin color of the two characters? What do you know about race in America?
3) Using your previous answers, try and identify the main message in the cartoon.
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Document 2 (text): ‘What Is the Pink Tax?’ (The Balance)
Anna Baluch, November 20, 2021, The Balance
The “pink tax” is a term for the extra amount of money women are charged for certain products or
services that are specifically marketed toward them. The general products, such as razors or
deodorants, can be used by both men and women, but the items branded toward women are more
5 expensive. The pink tax forces women to pay more for similar—and often identical—products and
services that men use.
Definition and Example of the Pink Tax
10 The pink tax refers to the general tendency for products marketed specifically toward women to be
more expensive than those marketed toward men. Despite its name, a pink tax isn’t actually a tax, but
rather a discriminatory pricing practice based on gender.
For example, if you go to the drugstore, you may notice that women’s razors, which are essentially
15 the same as those for men, cost more. You’ll find that generally, the only difference between these
razors is that the women’s version is pink while the men’s version is blue. Unfortunately, there are
plenty of examples like this one that often cause women to pay more than men for everyday items.
In a 2015 study by the New York City Department of Consumer Affairs (DCA), researchers surveyed
20 35 product categories that may upcharge women. Across the sample, DCA found that women’s
products paid more for their products 42% of the time, while men’s products cost more just 18% of
the time.
Note!
The pink tax dates back to the 1990s when a report from California’s Assembly Office of
Research found that 64% of stores in several major cities charged more to wash and dry clean
a woman’s blouse than a man’s button-up. The subject gained national attention and has since
spurred various attempts at instituting regulation to remove the pink tax.
25 How the Pink Tax Works
When a company manufactures or sells a product like a razor, deodorant, or shampoo, they may
choose to price it a bit higher because it’s for women. In most cases, the difference between these
products and comparable products for men is very minor. It may simply be the color or package
30 design. Pink tax makes it more expensive for women to buy what they need to live their everyday
lives.
Warning!
According to investment bank JPMorgan Chase, by many estimates, the pink tax costs
women an average of $1,300 annually.
The pink tax is technically legal in most states; however, New York state recently placed a ban on
35 the pink tax. In April 2020, former Gov. Andrew Cuomo signed a proposal to ban the pink tax, and
it went into effect on Sept. 30, 2020. The measure requires certain service providers to provide price
lists for standard services and notifies them that gender-based price discrimination is prohibited under
state law. If businesses violate the law, they are subject to civil penalties.
9
40 While the pink tax is still legal and exists in some states, the Pink Tax Repeal Act is an attempt to
ban it. Introduced in April 2019 as H.R. 2048 by Rep. Jackie Speier, the Pink Tax Repeal Act would
make it illegal for companies to charge higher prices based on gender for products and services. In
June 2021, the Act was reintroduced.
45 Since the Pink Tax Repeal Act does have supporters and states like New York have put an end to the
pink tax, there is a chance pink tax will eventually become illegal in every state.
Common Pink Tax Items
50 The pink tax can be applied to various products and services, with beauty- and health-related products
or services being the most common.
Consumer Reports performed a study on the pink tax and found that women’s products may cost up
to 50% more than similar products for men. When they compared various drugstore products for men
55 and women, they uncovered the following:
• Women paid $2.49 for shaving cream while men paid $1.69 for a similar product.
• Women paid $7.49 for body wash while men paid $5.49 for a similar product.
• Women paid $10.99 for a pack of razor blades while men paid $10.49 for a similar product.
60 • Women paid $6.49 for the pain reliever medication, Menstrual Complete, while men paid
$5.99 for Excedrin pain reliever.
Note!
Pink tax can also be seen in products and services marketed toward girls, not just women.
According to the New York City DCA report, on average, female children’s clothing costs
an average of 4% more than male children’s clothing, and toys and accessories cost an
average of 7% more.
Pink Tax vs. Tampon Tax

65
The tampon tax is another upcharge that affects women, and it is occasionally confused with the pink
tax. While the pink tax refers to a variety of women’s products that are more expensive than
comparables for men—and is not actually a tax—the tampon tax is the sales tax applied to pads,
tampons, liners, and other feminine hygiene items.
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As of 2021, 27 states apply sales tax to these menstrual items, which are deemed necessary for
women. The sales tax amount varies from state to state and is based on the tax code in each individual
state.
Key Takeaways:
• The pink tax refers to the general tendency for products marketed specifically toward women
to be more expensive than those marketed toward men.
• The pink tax is often seen in a number of everyday products and services including razors,
shampoo, dry cleaning, and haircuts.
• The pink tax is currently illegal in New York state.
• While the pink tax applies to all types of products and isn’t actually a “tax,” the tampon tax is
a sales tax that many states charge when women buy feminine hygiene products.
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Questions:
1) In your own words, please describe the pink tax.
2) Why is it not really a tax?
3) Briefly describe the origins of the pink tax.
4) What did the 2015 study by the New York City Department of Consumer Affairs (DCA) find?
5) What is the difference between the pink tax and the tampon tax?
Making your writing flow using transitions
• Identify all the words used to make transitions in this piece.

• Now, remove or cover up these words and read the article again. Does not having
them in the text change your experience as a reader? If so, how?
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Grammar: The difference between THAT and WHICH
Ø ‘That’ and ‘which’ can be used interchangeably, but there are slight differences between them.
Ø ‘That’ introduces a restrictive clause, necessary to the overall meaning of a sentence while
‘which’ introduces a non-restrictive clause that provides additional meaning.
For example:
THAT
1. Theranos is a company that Elisabeth Holmes founded in the 2000s.
2. Michigan is a state that is surrounded by freshwater lakes.
3. On YouTube, one can watch videos that run the gamut from the ridiculous to the sublime.
WHICH
1. Theranos, which is now bankrupt, was founded by Elisabeth Holmes.
2. Freshwater lakes, which surround the state of Michigan, can also be found in Africa.
3. Watching YouTube videos, which incidentally is my favorite pastime, is not good for you.
Exercise:
Directions: Please fill in the blank with the right relative clause, that or which.
a) The school, ..................... has a pool, opened yesterday.
b) Where is the book ........................ I lent you?
c) She offered me a coffee, ....................... was just what I needed.
d) Yesterday, .......................... was a holiday, we went to the beach for some much-needed rest.
e) I’m looking for something ....................... will clean glass.
f) The movie theatre, .......................... is showing the new Timothée Chalemet movie, needs to
be renovated.
g) The laptop ............................ I bought last week has started to make strange noises!
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Grammar: Raise vs rise
Please look at the three sentences below (Cambridge Dictionary online):
• The balloon rose gently into the air.

• At 6 a.m. we watched the sun rise.
• New buildings are rising throughout the city.
• Would all those in favour please raise their hands?
• He raised the window and leaned out.
• Mary Quant was the first fashion designer to raise hemlines.
What differences do you see?
Raise or rise?
Raise must have an object, as it is a transitive verb. It is a regular verb; its three forms are
raise, raised, raised:
Raise your hand if you know the answer.

Our favourite restaurant has raised its prices again. It’s getting very expensive.
Rise does not take an object, as it is an intransitive verb. It is an irregular verb; its three
forms are rise, rose, risen:
The sun rose Ø at 5.30 this morning.

Rents have risen Ø sharply in this part of town.
(https://dictionary.cambridge.org/dictionary/english/raise)
Now please choose the correct verb and the correct tense to fill in the gaps in the extracts below (The
New York Times, January 2022):
1) Mr. Clarida’s trades, which Bloomberg reported earlier, also ................................... eyebrows
among lawmakers, including Senator Elizabeth Warren of Massachusetts, who has demanded
a Securities and Exchange Commission investigation into Fed officials’ 2020 trading.
13
2) Mr. Powell has acknowledged the optics and ethics problem the trading created, saying that
“no one is happy” to “have these questions .................................”
3) Fed officials discussed ...................................... rates sooner and faster in 2022.
4) Fastest Inflation in Decades: The Consumer Price Index ........................... 6.8 percent in
November from a year earlier, its sharpest increase since 1982.
5) The coronavirus is spreading faster than ever, but it appears that Omicron is milder than
previous variants. Still, the latest surge in cases is causing hospitalizations in the U.S. to
........................ and lifesaving treatments to be rationed.
6) Its growth also ........................... trade tensions between the United States and Japan and gave
........................... to popular fears that Japanese businesses would decimate American
companies.
7) Toyota had access to more chips because it set aside larger stockpiles of parts after an
earthquake and tsunami in Japan knocked out production of several key components in 2011.
Its 2021 sales .................... more than 10 percent, to 2.3 million.
8) Despite weak new-vehicle sales, automakers and dealers alike have been ringing up hefty
profits because they have been able to ........................ prices.
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Chapter 2: Entrepreneurship
imtheonlineguru.blogspot.co.uk
https://therodinhoods.com/post/comic-anatomy-of-an-entrepreneur/
Please explain the following quotations:
“All our dreams can come true, if we have the courage to pursue them.”
“The way to get started is to quit talking and begin doing.”
Walt Disney
Discussion points:
1) Who is called an entrepreneur?
2) What makes a great entrepreneur?
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3) Can everyone be an entrepreneur?
4) What kind of business should I start with no money?
5) How do I get funding for my startup?
6) What are the most successful small businesses?
7) What business can I do from home?
8) What shouldn’t you do when starting a business? – make a list of don’ts:
Scrub Daddy!
Watch this report on Shark Tank’s best success stories.

https://www.youtube.com/watch?v=1A3nmQ3bFtk
Explain what the contestants’ projects were and what became of them.
1.
2.
3.
4.
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Document 1 (text): ‘American tech giants are making life tough for startups’ (The Economist)
Big, rich and paranoid, they have reams of data to help them spot and buy young firms that might
challenge them
June 2nd 2018, adapted from The Economist
IT IS a classic startup story, but with a twist. Three 20-somethings launched a firm out of a dorm room at
the Massachusetts Institute of Technology in 2016, with the goal of using algorithms to predict the reply
to an e-mail. In May they were fundraising for their startup, EasyEmail, when Google held its annual
5 conference for software developers and announced a tool similar to EasyEmail’s. Filip Twarowski, its boss,
sees Google’s incursion as “incredible confirmation” they are working on something worthwhile.
Venture capitalists now talk of a “kill-zone” around the giants. Once a young firm enters, it can be
extremely difficult to survive. Tech giants try to squash startups by copying them, or they pay to scoop
10 them up early to eliminate a threat.
The idea of a kill-zone may bring to mind Microsoft’s long reign in the 1990s, as it embraced a strategy of
“embrace, extend and extinguish” and tried to intimidate startups from entering its domain. But
entrepreneurs’ and venture capitalists’ concerns are striking because for a long while afterwards, startups
15 had free rein.
Today, less so. Anything having to do with the consumer internet is perceived as dangerous, because of
the dominance of Amazon, Facebook and Google. Venture capitalists are wary of backing startups in online
search, social media, mobile and e-commerce. It has become harder for startups to secure a first financing
20 round.
The wariness comes from seeing what happens to startups when they enter the kill-zone, either deliberately
or accidentally. Snap is the most prominent example; after Snap rebuffed Facebook’s attempts to buy the
firm in 2013, for $3bn, Facebook cloned many of its successful features and has put a damper on its growth.
25
The kill-zone operates in business software as well, with the shadows of Microsoft, Amazon and Alphabet
looming large. Amazon’s cloud service, Amazon Web Services (AWS), has labelled many startups as
“partners”, only to copy their functionality and offer them as a cheap or free service. A giant pushing into
a startup’s territory, while controlling the platform that startup depends on for distribution, makes life
30 tricky.
17
It has never been easy to make it as a startup. Now the army of fearsome technology giants is larger, and
operates in a wider range of areas, including online search, social media, messaging and communications,
smartphones and home speakers, e-commerce and more. This makes it challenging for startups to find
35 space to break through and avoid being stamped on. Today’s giants are “much more ruthless and
introspective. They will eat their own children to live another day,” according to Matt Ocko, a venture
capitalist with Data Collective.
There are some exceptions. Airbnb, Uber, Slack and other “unicorns” have faced down competition from
40 incumbents. But they are few in number and many startups have learned to set their sights on more
achievable aims.
There are three reasons to think that the kill-zone is likely to stay. First, the giants have tons of data to
identify emerging rivals faster than ever before.
45
Market information comes from investing in startups, which helps tech firms gain insights into new markets
and possible disrupters. Of all American tech firms, Alphabet has been the most active. Since 2013 it has
spent $12.6bn investing in 308 startups. Startups generally feel excited about gaining expertise from such
a successful firm, but some may rue the day they accepted funding, because of conflicts. Uber, for example,
50 took money from one of Alphabet’s venture-capital funds, but soon found itself competing against the
giant’s self-driving car unit, Waymo.
Recruiting is a second tool the giants will use to enforce their kill zones. Big tech firms are able to shell out
huge sums to keep top performers and even average employees in their fold and make it uneconomical for
55 their workers to consider joining startups.
A third reason that startups may struggle to break through is that there is no sign of a new platform emerging
which could disrupt the incumbents, even more than a decade after the rise of mobile. For example, the
rise of mobile wounded Microsoft, which was dominant on personal computers, and gave power to both
60 Facebook and Google, enabling them to capture more online ad dollars and attention. But there is no big
new platform today.
Seeing little opportunity to compete with the tech giants on their own turf, investors and startups are going
where they can spot an opening. The lack of an incumbent giant is one reason why there is so much investor
65 enthusiasm for crypto-currencies and for synthetic biology today.
Answer the following questions:
1) What are “kill zones”? Where do they operate?
2) What difficulties are emerging firms faced with?
3) Comment on the underlined sentences.
18
4) Is the kill-zone likely to stay? Why?
5) Are there any solutions for start-up firms?
Document 2 (video): ‘The single biggest reason why start-ups succeed’ (Ted Talk)
https://www.youtube.com/watch?v=bNpx7gpSqbY
1) What are the 5 pillars of creating a start-up?
2) What is the number one reason for a company’s success?
3) Why did ‘business model’ and ‘funding’ rank poorly?
4) Why was Airbnb passed off by banks and why did it succeed?
5) What happened to Uber?
19
6) Why did Z.com fail? Compare it to YouTube’s success.
7) To summarize, what is the question that really matters when you set up your business?
20
Chapter 3: What is a business model?
Document 1 (video): ‘What is a Business Model?’ (Harvard Business Review)
https://www.youtube.com/watch?v=_C-vGu2mL38
1) When did the term business model emerge?
2) What were Kmart and Walmart’s business models?
3) What is the difference between a business model and a business strategy?
4) What was Walmart’s business strategy?
5) What was Kmart’s strategy? Did it work?
21
Document 2 (cartoon): A ‘new business model’ (2013)
Source: Simon Kneebone (2013)

https://simonkneebone.com/tag/business-model/
Can you identify the main message in the cartoon?
22
Definition of a business model (Investopedia, 2022)
The term business model refers to a company’s plan for making a profit. It identifies the products
or services the business plans to sell, its identified target market, and any anticipated expenses.
• A business model is a company’s core strategy for profitably doing business.

• Models generally include information like products or services the business plans to sell,
target markets, and any anticipated expenses.
• There are dozens of types of business models including retailers, manufacturers, fee-for-
service, or freemium providers.
• The two levers of a business model are pricing and costs.
• When evaluating a business model as an investor, consider whether the product being offer
matches a true need in the market.
Source: https://www.investopedia.com/terms/b/businessmodel.asp
Source: Walmart Inc.
23
Types of business models (Investopedia, 2022):
1) Manufacturer
Example: Costco Wholesale
A manufacturer is responsible for sourcing raw materials and producing finished products
by leveraging internal labor, machinery, and equipment. A manufacturer may make custom
goods or highly replicated, mass produced products. A manufacturer can also sell goods to
distributors, retailers, or directly to customers.
2) Fee-for-Service
Example: Ford Motor Company
Instead of selling products, fee-for-service business models are centered around labor and
providing services. A fee-for-service business model may charge by an hourly rate or a
fixed cost for a specific agreement. Fee-for-service companies are often specialized,
offering insight that may not be common knowledge or may require specific training.
3) Subscription
Example: DLA Piper LLP
Subscription-based business models strive to attract clients in the hopes of luring them into
long-time, loyal patrons. This is done by offering a product that requires ongoing payment,
usually in return for a fixed duration of benefit. Though largely offered by digital
companies for access to software, subscription business models are also popular for
physical goods such as monthly reoccurring agriculture/produce subscription box
deliveries.
4) Freemium
Example: Spotify
Freemium business models attract customers by introducing them to basic, limited-scope

products. Then, with the client using their service, the company attempts to convert them to
a more premium, advance product that requires payment. Although a customer may
theoretically stay on freemium forever, a company tries to show the benefit of what
becoming an upgraded member can hold.
5) Marketplace
Example: AT&T
Marketplaces are somewhat straight-forward: in exchange for hosting a platform for

business to be conducted, the marketplace receives compensation. Although transactions
could occur without a marketplace, this business models attempts to make transacting
easier, safer, and faster.
Source: https://www.investopedia.com/terms/b/businessmodel.asp
24
Document 3 (text): ‘A broken scaling model’ (Financial Times)
September 12, 2022
In tough times, tech start-ups cannot simply chase growth — focus and profitability are vital, argues
Siddharth Venkataramakrishnan.
Siddharth Venkataramakrishnan
For years, anyone seeking a role model for successful businesses could look to the world of tech and
fintech. Companies such as "buy now, pay later" pioneer Klarna — once Europe's most valuable
private tech company — commanded vast valuations, with investors funnelling money into their
growth.
5
But as inflation rises fast and the macroeconomic environment sours, unprofitable companies with an
emphasis on simply building consumer numbers are looking increasingly exposed. Klarna's valuation
fell from $46bn to less than $7bn in a funding round this summer.
10 For business students who have come of age in a time of "disrupters", the lessons should be clear.
The age of easy money is over, and growth at all costs is no longer a mantra that makes sense. The
tech companies that dominate the future have to be built on sustainable foundations.
The need to look beyond traditional ways of doing things partially reflects trends that predate the
15 pandemic — a growing realisation that an emphasis on simply scaling up is insufficient.
"Traditionally, venture capital has been geared towards revenue growth," says Nalin Patel, Europe,
Middle East and Africa lead analyst for private capital at data provider PitchBook. "It's been about
increasing to a vast scale to become an outlier and dominate an industry."
20
That model has been deployed across tech companies, ranging from payments to food and grocery
delivery, where a plethora of businesses have been battling each other for years — a contest
intensified by the pandemic.
25 But that approach has led to oversaturation in the market. While individual restaurants may have deals
with specific food delivery companies, there is little to distinguish between the latter businesses.
"There is some good in that it could drive costs down for customers," Patel adds. "But the question
marks remain whether it's just a duplication of effort. It's a low-margin business, and you have to ask
30 whether, if there was a consolidation or just a few players, ultimately those companies are more likely
to be successful."
The same has been true in buy now, pay later, a popular form of short-term credit. While there are a
variety of players with nuances between their services, they are all fighting for the same customers
35 — and in many cases, the same space on retailers' checkout pages.
The key to the successful companies of the future, says Patel, lies in innovation. "It's about focusing
on something unique, rather than something that's there to just grow, and add to a broader landscape."
40 Investors have become increasingly risk-averse in the face of rising inflation. Even those venture
capital groups once willing to part with substantial sums now want companies to prove that they have
a path to profitability.
25
Aman Behzad, founder and managing partner at fintech advisory firm Royal Park Partners, says the
45 companies best positioned for future success combine two attributes from different generations of
technology.
"First, [it is] those with rock-solid fundamentals and long-term vision," he says. Big Tech leaders
such as Apple and Microsoft have proved successful by prioritising products that solve clear
50 problems, while building value for their shareholders in the long term.
"Second, the culture of management style of post-2010 'tech darlings' is of equal importance," Behzad
adds. Treating top talent well and having the ability to drive change within organisations helps
businesses retain the best people and continue building strong products.
55
He says that tech companies often focus on one of these facets over the other, leading either to a focus
on solving short-term problems or outdated corporate working practices — but "the best businesses
don't have to compromise".
60 Sectors that have shown some of the most promise in this regard are business-to-business software
and infrastructure providers, says Behzad. He sees companies such as British cloud-banking business
Thought Machine or smart payment card provider Pleo combining long-term business fundamentals
with the culture of modern start-ups.
65 "By narrowly focusing on best-in-class products and services providing business value, they don't
need to chase market trends or integrate buzzword features, as other firms of their generation
sometimes do," he adds.
Patel agrees that B2B companies are better suited in some ways to falling consumer spending and the
70 rising cost of living around the world. "Consumerfacing companies are driven by spending, which
can go up and down depending on how the economy and employment is doing," he says, "while B2B
can be a recurring business model."
He points to the $160mn funding round by London-based Thought Machine that doubled its valuation
75 to $2.7bn in May. Among the investors were banks such as Morgan Stanley, JPMorgan and Lloyds
Banking Group.
"Big banks are riddled with legacy IT infrastructure issues — it leads to all sorts of inefficiencies,"
Patel says. "B2B software companies can be really core to their clients' activities."
80
While students may not be familiar with these brands as "sexy" household names, that is no bad
thing, says Behzad. "Visibility is not the mark of success — revenue, model, and where your
customers come from is what matters. Business cases should be based in the here and now, not in
addressing the needs of a hypothetical market that doesn't exist yet."
Please answer the following questions:
1) Please look up the words and phrases in bold.
26
2) Recently, what has happened to companies only focused on building consumer numbers?
3) Why is it the end of ‘the age of disrupters’?
4) What was venture startups’ traditional strategy?
5) What happened to competition in the food and grocery delivery-sector?
6) What is the key to future success, according to Nalin Patel?
7) According to Aman Behzad, what are the two keys to success in the future?
8) Why are the business-to-business software and infrastructure-provider sectors promising?
27
Document 4 (video): ‘Why Starbucks Failed In Australia’ (CNBC)
https://www.youtube.com/watch?v=_FGUkxn5kZQ
1) In how many locations does Starbucks operate around the world?
2) At what rate does a new Starbucks coffee open in China?
3) How many stores did Starbucks have in Australia in 2008?
4) What problems did Starbucks encounter according to Nick Wailes?
5) What was the rhythm at which Starbucks opened coffee shops in Australia? Why was that a
problem?
6) How does that compare to the pace of growth in the US?
7) What was the size of Starbuck’s losses in its first year operating in Australia?
8) What are the other factors that may explain Starbuck’s failure?
28
9) What can account for the success of Gloria Jean’s?
Document 5 (chart): Number of Starbucks Stores around the world (2021)
Source: Marketing Weekly

https://www.marketingweekly.in/post/starbucks-fail-australia
29
Chapter 4: Emerging economies
The Japan Times, 2015

https://www.japantimes.co.jp/opinion/2015/03/06/commentary/world-commentary/emerging-
economies-demographic-challenges/
Document 1 (video): ‘What is an emerging market?’ (CNBC Explains)
https://www.youtube.com/watch?v=lHX_56RWtSw
Watch the video attentively and answer the following questions:
1) How old is the term emerging market? Where was it created?
2) Why did it stick around? (2 reasons)
3) What was wrong with the term third world?
30
4) Is there a definitive list of emerging countries? Why?
5) What is MSCI?
6) What is an index?
7) How many stocks are in the Dow Jones index?
8) What exactly does the MSCI index measure?
9) What do emerging countries have in common? (4 main characteristics)
10) What is the biggest issue with emerging countries’ debt?
31
Document 2 (text): ‘Latin America could become an alternative to China. But only if the
protectionist policies of the region’s politicians don’t get in the way.’ (The Economist)
The Economist, October 16, 2021
LATIN AMERICA’S economies are punch-drunk from the pandemic. No other region suffered a
bigger drop in GDP in 2020 or a higher death rate. Even before the coronavirus arrived, the larger
Latin economies lagged behind emerging-world success stories in Asia and Europe. They were held
back by poor governance, excessive dependence on commodities and protectionism. In the steepness
5 of its barriers to trade, the region is second only to sub-Saharan Africa. From 1995 to 2015 its
participation in global supply chains rose by just 0.1%; in the rest of the world supply-chain trade
jumped by 19%.
But the Americas now have a chance to make progress. The capriciousness of Chinese regulators,
the tangled state of global trade and the trend towards reshoring and nearshoring are prompting
10 firms in the United States to reassess where they should build factories and invest their cash. With
the right policies, Latin American countries could be attractive locations for new plants supplying
the United States and each other.
Whether that actually takes place will depend in part on President Joe Biden. Already, Latin American
governments are being courted to take part in Mr Biden’s Build Back Better World partnership, an
15 infrastructure-investment programme that is intended to counter China’s Belt and Road Initiative.
Yet, for all its good intentions, the Biden plan lacks ambition.
As well as promoting infrastructure-building, Mr Biden should urge his neighbours to lower trade
barriers, harmonise provisions across the hundreds of trade agreements which already criss-cross the
region and clear up onerous customs procedures. This could help persuade investors to take the
20 plunge.
Nobody should underestimate how hard it will be to overcome Latin America’s scepticism of markets.
Big economies such as Brazil and Argentina have long been protectionist, coddling domestic firms
behind high trade barriers. The results of past trade deals have sometimes been disappointing.
However, you can find signs of openness. Uruguay is seeking new trade deals with China and, as part
25 of a regional grouping, South Korea. In Ecuador Guillermo Lasso, the president and a former banker,
is valiantly battling populism. Countries that have been open to trade, like Chile and Costa Rica, have
outgrown their inward-looking Latin American peers.
Even Mexico holds out some hope. Whereas the country’s overall growth has been disappointing, its
manufacturers have shifted from low-value textiles into automotive, aerospace and semiconductor
30 industries that will benefit from being close to the United States and far from China.
Mr Biden could help by pairing access to badly needed investment through Build Back Better with a
drive for trade liberalisation. In September members of the Biden administration visited Colombia,
Ecuador and Panama to gauge interest in the initiative, which could also boost Latin America’s
defences against climate change.
35 The alternative to integration is grim. Further economic stagnation in Latin America would leave
governments struggling to cope with the rising costs of climate change. A lack of jobs and growth
would rile their increasingly frustrated citizens, many of whom have taken to the streets in recent
years.
32
Similarly, a further inward lurch in Latin America would not serve the security and commercial
40 interests of the United States. At the very least it would be a missed opportunity to expand markets
for the country’s firms. Mr Biden has a chance to help create a more prosperous region. He should
take it.
Find synonyms to the following words and expressions
to get in the way:

punch-drunk:
to lag (behind):
the steepness:
the capriciousness:
reshoring and nearshoring:
plant:
onerous:
to outgrow:
grim:
to cope (with):
to take to the streets:
lurch:
Answer the following questions:
1) Why are Latin American countries in such a bad shape?

a)
b)
c)
d)
2) Why could Latin America become a more solid economic partner to the US? Answer and
explain.
a)
b)
c)
3) Explain what Mr Biden’s “Build Back Better World” partnership consists of.
33
4) Find the different ways Latin American countries have become protectionist.
a)
b)
c)
d)
e)
f)
5) What could happen to those countries if they don’t open and look outward?
a)
b)
c)
d)
6) What advice is given to Joe Biden?
Comment on this cartoon by referring to the text.

Use as many verbs in the passive form as you can. Underline these verbs:
34
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
Document 3 (text): ‘RCEP: Asia-Pacific countries form world’s largest trading bloc’ (BBC
News)
BBC news, November 15, 2020
Fifteen countries have formed the world's largest trading bloc, covering nearly a third of the
global economy.
The Regional Comprehensive Economic Partnership (RCEP) is made up of 10 Southeast Asian

countries, as well as South Korea, China, Japan, Australia and New Zealand.
5 The pact is seen as an extension of China's influence in the region.
The deal excludes the US, which withdrew from a rival Asia-Pacific trade pact in 2017.
President Donald Trump pulled his country out of the Trans-Pacific Partnership (TPP) shortly after
taking office. The deal was to involve 12 countries and was supported by Mr Trump's predecessor
Barack Obama as a way to counter China's surging power in the region.
10 Negotiations over the RCEP lasted for eight years. The deal was finally signed on Sunday on the
sidelines of a virtual summit of the Association of Southeast Asian Nations, hosted by Vietnam.
Leaders hope that the agreement will help to spur recovery from the coronavirus pandemic.
"Under the current global circumstances, the fact the RCEP has been signed after eight years of
negotiations brings a ray of light and hope amid the clouds," said Chinese Premier Li Keqiang.
15 India was also part of the negotiations, but pulled out last year over concerns that lower tariffs could
hurt local producers.
Signatories of the deal said the door remained open for India to join in the future.
35
The RCEP is expected to eliminate a range of tariffs on imports within 20 years. It also includes
provisions on intellectual property, telecommunications, financial services, e-commerce and
20 professional services.
(Members of the RCEP make up nearly a third of the world's population and account for 29%
of global gross domestic product.)
Members of RCEP (DW):
36
Grammar: Narrative (Verb forms used to talk about the past)
The introduction to many written documents contains some kind of historical background.
This is usually in the form of a narrative, which is an account or description of events in the past.
You will need to follow a time sequence or chronological order (i.e. earliest first).
Commonly used verb forms are:
The simple past active He signed the bill into law on Monday
evening.
Simple past passive The bill was signed into law on Monday
evening.
Past perfect (past in the past) active Somebody had signed it.
Past perfect (past in the past) passive It had been signed.
To revise the grammar point in greater detail:
AZ Anglais: pages 267-268.
Exercise book: pages 65-68
Look at the underlined verbs in Document 3:
• What do you notice?
• What is the structure of all the underlined verbs? Why?
Now, refer yourself again to Document 1.
First underline the verbs in the passive form paragraphs 1, 3.
And then transform the highlighted sentences into the passive form using the prompts below:
a) Progress (make)
b) Firms in the US (prompt)
c) Factories (build)
d) Cash (invest)
e) Investors (persuade)
f) Populism (battle)
37
Cartoon practice: Narendra Modi and ARCEP
Look at this cartoon and relate to what is said in the article above.
38
Whether vs if
Directions: Please fill in the blank with either whether or if. In some cases, both can be
used.
a) I am not sure ............................... I can go to the party tonight.
b) .................................. my mother will recognize me, I am not quite sure.
c) What will you do ......................... you miss the train?
d) There was a big argument about ............................. she should resign.
e) I’ll talk to Professor Wilson to find out .............................. the exam will be next week
or next month.
f) ..................................... I buy a cake or make one won’t make it less fattening!
g) Karim asked Mary ............................... she’d like to go to the movies with him on
Saturday night.
39
Cartoon practice: Worsening Emerging Market Currency Selloff Spark Contagion Fears
(2018):
Ivesting.com
https://ng.investing.com/analysis/comics/emerging-market-selloff-contagion-fears-299
40
Toolbox: How to comment on a cartoon
A cartoon is a humorous drawing that deals with a current topic. It often contains some text, e.g.
speech/thought/sound bubbles and/or a caption (text under the picture). A cartoon
• makes a certain, usually one-sided, point [its message]
• combines visual techniques (e.g. making fun of a person or using objects with a symbolic
meaning) with verbal humour (wordplay, irony, …) [its devices]
Use the four-step method to analyse a cartoon:

STEP 1: Introduction
Say in a few sentences The cartoon
• where the cartoon comes from (If given: - was drawn by [name of cartoonist]
cartoonist’s name, name of newspaper, - was published in [newspaper] on [date]
date of publication) - deals with the problem of …
• what the cartoonist wants to say or show The message of the cartoon is obvious/clear: it aims to
(message) show that … The cartoonist criticizes …. for doing
s.th.
STEP 2: Description
Describe the cartoon systematically, e.g. by in the middle / centre
moving from the foreground to the at the top / bottom
background, from left to right or from top to on the left / on the right
bottom. in the top right-hand corner
Look at details: in the bottom left-hand corner
• the setting (place and time) and/or the in the background / foreground
situation
• objects and characters The cartoon consists of / is made up of / is divided into
• caption or bubbles …
The caption is a comment/statement by …
STEP 3: Analysis
Examine the cartoon in detail: The cartoon expresses s.th. / points out that …
• How do the image and the text help to The cartoonist makes fun of …
convey the message of the cartoon? An object stands for/symbolizes…
• How are humorous effects achieved? A character is ridiculed as …
The humour lies in the difference / misunderstanding /
contrast between … and …
STEP 4: Evaluation
How effective is the cartoon in getting its The cartoon achieves its aim of [doing s.th.]. It
message across? effectively …
How do you personally feel about the The point/message of the cartoon is lost on me
message of the cartoon? because …
The cartoon appeals (does not appeal) to me. In my
opinion it is
• detailed/well-made/very clever/effective/of high
quality/convincing…
• simplistic/confusing/unfair/exaggerated/…
41
Grammar: Nationalities
You can use a noun or an adjective + people, citizens, inhabitants, etc. ... to refer to nationalities.
The English, Irish, Scottish and Welsh are British.

American citizens have elected Joe Biden president.
Nationalities and languages are always capitalized (whether they function as a noun or an adjective).
I’m French and I’d love to meet American people.

I would like to learn Russian.
The English countryside is very lush.
For nouns of nationality ending in –ch / –sh, you should never put “s” at the end of the noun.
The French, the British, the English, the Spanish, the Irish, etc.
For nationalities ending in –an, you should put “s” at the end of the noun.
The Venezuelans, the Nigerians, the Bulgarians, the Italians, etc.
Remember that in English, adjectives are never written with “s” in the plural:
I went to a lot of Italian cities but Rome is my favourite.
I met three German colleagues during the seminar.
Grammar practice:
Complete the following sentences:
1) A person from Denmark is _________________________________________________
2) A Dutchman comes from _________________________________________________
3) In ____________________________ people speak Italian.
4) A person from Spain is ____________________________________________________
5) China: ______________________ GDP growth was 2.3% in 2020.
_______________________________GDP growth was 2.3% in 2020.
Growth _______________________________ was 2.3% in 2020.
GDP growth _________________________ was 2.3% in 2020.
42
Document 4 (chart): Growth in emerging markets (2012-2022)
Source: Times of India, July 2022.
Describe the following graph, using at least two comparative forms, two superlative forms, two
verbs in the simple past and one verb in the past perfect.
Don’t forget to include a topic sentence, a concluding sentence and to use link words (see the Toolbox
section at the end of the brochure).
43
Document 5: Growth in Asia, Europe and Latin America (1990-2020)
Top to bottom:
Emerging and Developing Europe
Latin America and Caribbean
Emerging and developing Asia
Source: imf.org
44
Example of a cartoon commentary
This cartoon seems to allude to the economic situation of the BRICS in the recent years.
The cartoonist compares the world economy to a specific fairy tale: the story of the Three Little Pigs and
the Big Bad Wolf.
Indeed, the US is most certainly the straw house seen in the background, burned down during the Great
Recession of 2008. Then the European Union, compared to a house made of sticks, which also suffered
from the crisis, was equally blown down.
Finally, the crisis, represented by the big bad wolf, is attacking the strongest house, made of bricks, a play
on words with the BRICS. This group of five countries (Brazil, Russia, India, China and South Africa) is
indeed suffering from a fall in their GDP, inflation, rising unemployment, a slump in oil prices and their
economies, except India’s, are wavering like the brick house.
Moreover, the frightened person inside hopes the house will resist, like the governments of the BRICS, and
want to repel the wolf, the crisis.
To conclude, will the wolf win or will the BRICS manage to get over the economic crisis?
Number of words: 187
45
Chapter 5: Free trade
Document 1 (cartoon): Offshoring and reshoring (2022)
Pete Gamlen, The New York Times, January 2022

https://www.nytimes.com/2022/01/05/business/economy/supply-chain-reshoring-us-
manufacturing.html
• What is this cartoon about?
• Are there several possible meanings to it?
Now please analyze the cartoon in light of the beginning of the following article:
Supply Chain Woes Prompt a New Push to Revive U.S. Factories
Companies are testing whether the United States can regain some of the manufacturing output it
ceded in recent decades to China and other countries.
The New York Times, Nelson D. Schwartz, Jan. 5, 2022
46
Document 2 (text): ‘Globalisation’s death has been exaggerated’ (Financial Times)
FINANCE Gillian Tett, Financial Times, Dec 3, 2020
This week, some cheering vaccine news emerged with the UK regulatory approval of a jab to protect
against the virus. Not only are investors celebrating light at the end of the pandemic's economic
tunnel, the development also gives a shot in the arm to that much maligned concept of
5 "globalisation".
Covid-19 has shown us the perils of cross-border contagion. It has also fuelled xenophobia and
protectionism. But the hunt for a vaccine has demonstrated that a globalised world has benefits too
— namely cross-border scientific collaboration.
10
I would hazard a cautious bet that 2021 turns into a year when globalisation enjoys a rebound — in
spite of all the recent signals to the contrary. To understand why, take a look at a set of metrics
compiled each year by the logistics company DHL and New York University's Stern Business
School.
15
The latest report, which was released on Thursday, shows that 2020 has indeed tipped globalisation
into retreat — at least in the short run. Taking 2000 as a baseline of 100, the index hit 126 in 2017,
122 in the past two years and is provisionally projected to have slipped to somewhere in the range of
111 and 121 this year (sensibly, it is presented as a band in the report).
20
However, even with this reversal, the index is expected to stay above the low of 111 it hit in 2008
and the details of the report indicate it will almost certainly rebound next year. That might seem
selfinterested: DHL is a logistics company whose fortunes rely on globalisation.
25 But the reasons for optimism rest with a crucial point: there are several aspects to globalisation and
these do not always move in step.
The DHL/NYU survey tracks the movement of four things: people, money, goods and ideas. In the
first category, people, globalisation has collapsed this year to levels last seen in 1990. No surprise,
30 given national lockdowns.
Money flows have also slowed, after trending sideways since the 2008 financial crisis. Trade flows
have followed a similar pattern: while there was a sharp rise in cross-border trade in the late 20th
century, as western companies created global supply chains, trade globalisation has trended slightly
35 down in recent years, depressed by developments such as the US-China trade war. Unsurprisingly, it
tumbled during the coronavirus economic shock this spring.
Dig into the trade picture, though, and the pattern looks more complex. Since the spring, activity has
rebounded more dramatically than many economists initially expected. Indeed it is running just 3 to
40 4 per cent below pre-pandemic level and the World Trade Organization now thinks that total global
trade volume will "only" drop 9.2 per cent in 2020. That is less dire than the 12.9 per cent decline it
projected in April.
This rebound might fizzle out, since the WTO thinks it partly reflects restocking. Or maybe not. What
45 is particularly striking is that companies are not reformatting and reshoring supply chains quite as
some doomsayers expected.
There are certainly signs that top executives are worried about cross-border risks: a recent HSBC
survey of 10,000 global companies shows that 93 per cent are worried about their supply chains, due
to risks from political unrest and protectionism.
47
50
A separate report from McKinsey also shows that companies now expect a month-long disruption to
hit their supply chains once — on average — every 3.7 years, be that from climate change, cyber
attacks, political unrest or trade wars. The Covid-19 disruption, in other words, is not regarded as a
one-off.
55
That has prompted some companies to bring some activities back "home" — as protectionist
politicians such as US president Donald Trump have demanded. But most are doing something else:
diversifying into multiple locations, instead of relying on just one supply chain, the McKinsey and
HSBC reports suggest. Hedging is all the rage.
60
Even if supply chains are being reformatted into more flexible shapes, goods will still keep whizzing
across borders.
This helps to explain another detail of the HSBC survey: the executives expect trade to be strong in
65 2021.
The DHL/NYU survey also tracks a fourth aspect of globalisation: information flows. This metric
has surged in recent years due to the internet, and the pandemic has intensified the dash to digital.
Cross-border internet traffic jumped 48 per cent from mid-2019 to mid-2020, twice the annual rate
70 seen in the previous three years.
In theory, this might undercut the need for physical links as video calls replace some travel. In reality,
the globalisation of information fuels global ecommerce, making cross-border supply chains more
flexible — and boosting collaboration in areas such as vaccine research. Protectionism remains a risk.
75 China's curbs on the internet are a case in point. But even that seems unlikely to tip this fourth aspect
of globalisation into overall retreat; at least not anytime soon.
So the next time a politician (or voter) rails against "globalisation", ask which aspect of the "g" word
is under attack. After all, you are probably reading about anti-globalisation on the global internet,
80 which illustrates my point. Covid-19 has caused globalisation to mutate, but not killed it off. Indeed,
2021 might yet deliver a surprising recovery.
Questions:
1) What is the meaning of these words?
Maligned
To fuel
A metric
To release a report
To tip
To move in step
Dire
To fizzle out
To reshore
An executive
48
Hedging
To undercut
A case in point
To rail against something
2) When it comes to the benefits of globalization, what is the main lesson to derive from the
pandemic?
3) According to DHL and Stern Business School, what happened to globalization between 2000
and 2020? Can you give some key dates? Can you briefly account for the figures?
4) According to DHLY/NYU, what are the four main components of globalization?
5) Is the supply chain projected to go back to its pre-pandemic state?
6) How do companies perceive the damage inflicted by the pandemic on the global supply chain?
7) What happened to information flows in recent years?
8) Does that mean the end of trade?
49
9) What is the risk that remains when it comes to trade?
10) Do you think the following statement is true? – “Covid-19 has caused globalisation to mutate,
but not killed it off. Indeed, 2021 might yet deliver a surprising recovery.”
50
Grammar: Relative clauses
What are relative clauses?
A relative clause is a subordinate clause that modifies a noun or a noun phrase.

The man who is smoking is the murderer.
The noun the man is modified by the relative clause who is smoking.
Relative clauses give essential information to define or identify the person or thing we are talking
about.
1. Talking about people
We use who in relative clauses to talk about people. Who replaces the words he/she/they.
A politician is a person who is skilled at getting people to do what he wants.
Informally, we can also use that to talk about people.
The people that work at reception are always very polite.

The people who work at reception are always very polite.
2. Talking about things
We use which and that to talk about things. We use that and which to replace it or they.
The money that was lost in the stock market crash amounted to billions of dollars.
These are books which will appeal to anyone interested in climate change.
Which sometimes refers not only to a noun but to the whole previous clause. That cannot be used in
this way.
He bought thousands of stocks in Thomson, which surprised everyone.

(Which refers to everything that comes before the comma.)
51
3. Do I ever need to ask myself if the pronoun is used as a subject or object?
Although you must always ask yourself whether you are referring to a person or a thing, sometimes
you must also ask yourself if the pronoun is used as a subject or object in the relative clause.
a) Who or whom
Who is used to refer to a person. In informal speech, this is always the case. In formal
speech, who can only be used as the subject of the verb in a relative clause. Whom should be
used to refer to an object.
[They elected a man] [whom I really do not like..]

Main clause Relative clause
In the above example, “whom” is the object of the relative clause (the subject is “I”). So, in
rigorously correct, formal speech, we need to use whom instead of who. Nonetheless, in
normal, everyday language, who remains the most commonly used pronoun.
They elected a man who I really don’t like. (informal, spoken language)
b) No pronoun
When who (whom) or that are objects of the verb in the relative clause, they can be left out:
The woman (…) I needed to see had left on maternity leave.

Is there anything (…) I can bring?
This is only an option. It is perfectly correct to use a pronoun in these sentences.
The woman whom I needed to see had left on maternity leave.

Is there anything that I can bring?
4. “Extra-information” clauses
The relative clauses we have seen so far tell us which person or thing is being referred to. For
example:
The man who works in the café is very funny.

The keys that I lost last week have still not turned up.
Other relative clauses do not identify or classify, they simply give us extra information about the
person or thing already identified. This type of “extra-information” relative clause is usually
separated from the rest of the sentence by commas. (The correct term for this type of clause is “a
non-identifying clause”.)
Mrs. Stern, who joined the company last week, will be leading the marketing team.
The factory, which opened last week, will be hiring 100 new employees.
In this type of “extra information” clause, we use who to refer to people and which to refer to
things. You cannot use that.
52
5. Possessives
Whose is a possessive relative pronoun. It replaces his/her/their/its.

I saw a student whose face was covered in piercings.
6. Relative adverbs
where referring to a place

The restaurant where I usually have dinner is nice.
when referring to a time
There are times when I feel so lonely.
why referring to a reason
This is why she refused the offer.

AZ Anglais: pages 319-324.
Exercise book: pages 31-32.
Pronoun Refers to… Example

A person (subject
Anyone who wants to pass the course must hand in
Who of the relative
homework.
clause)
A person (object of He is one of the managers with whom I would least

Whom
the relative clause) like to sit in the canteen.
A thing / a whole
Management is a course which all first year students
clause
must take.
Which
Used in “extra-
Peter passed his final exams with honours, which
information
surprised everyone.
clauses”
A thing/
A person (informal)
I don’t like products that are too expensive.
That Do not use in
I don’t like students that never work. (or I don’t like
“extra-
students who never work.)
information”
clauses
Instead of “that” or
“whom” when the
pronoun is used as
He is the silliest person (that) I’ve ever met.
an object.
No pronoun
This a person (whom) you should meet.
Not in “extra-
information”
clauses
Possessive:
What’s the name of the CEO whose company has just
Whose Replaces his/her/
filed for bankruptcy?
/their/its
53
I recently went to a conference centre where the rooms
Where Place
were equipped with the most modern technology.
Preposition may also be associated with pronouns: at which, of which, from which, with whom,
about whom, on which…
Grammar: Relative pronouns and relative clauses
1) Complete the following sentences with the appropriate relative pronouns.
a) The aim of any economic union is to lead to growth in the GDP of its members, ___________
welfare should thus improve.
b) A free trade area is a group of countries _____________ have agreed to eliminate tariffs and
quotas on most goods and services traded between them. For instance, USMCA is a trilateral
agreement _______________ aim is to promote trade in North America.
c) Sometimes free trade areas can later develop into more advanced forms of economic
integration. The European Union has 27 members, 17 _________________ have extended
their cooperation to monetary union within the Eurozone. There is also a certain degree of
political integration within the EU. In addition to the governments of the member states, the
European Union’s policy makers also include parliamentarians, judges and commissioners
________________ play key roles in defining measures.
2) Rewrite the following sentence pairs using relative clauses.
The Eurobarometer Euro Area 2010 report is based on a survey of 16,000 randomly selected
respondents who were interviewed across the 16 Eurozone countries.
1. Respondents overwhelmingly believe that having the A/ Europe has been weakened by
euro is a good thing for Europe. the recent recession.
2. Greek interviewees were the most likely to expect price B/ 68% of Greek interviewees
increases. expected inflation to be higher in
2010 than in 2009.
3. 77% of respondents thought their country was running a C/ 23% believe their government
deficit as against 23% still had money to spare.
54
4. The study focuses on two men and one woman. D/ Their lives have been destroyed
by Eurozone membership.
5. Slovakia holds the euro responsible for recent E/ Slovakia joined the Eurozone in
inflationary trends. 2009.
6. John Major was a British Prime Minister. F/ His euroscepticism helped keep
the UK out of the Eurozone.
7. People in the euro area acknowledged that consequences H/ People in the euro area believe
of the ageing populations would need to be taken into economic reform is necessary.
account when devising economic policy.
What you should remember:
55
Main free trade agreements
Ø The Bretton Woods Agreement
Source: What Was the Bretton Woods Agreement and System? (Investopedia, 2022)
https://www.investopedia.com/terms/b/brettonwoodsagreement.asp
The Bretton Woods Agreement was negotiated in July 1944 by delegates from 44 countries at
the United Nations Monetary and Financial Conference held in Bretton Woods, New
Hampshire. Thus, the name “Bretton Woods Agreement.
Under the Bretton Woods System, gold was the basis for the U.S. dollar and other currencies
were pegged to the U.S. dollar’s value. The Bretton Woods System effectively came to an end
in the early 1970s when President Richard M. Nixon announced that the U.S. would no longer
exchange gold for U.S. currency.
Source: Reuters
Ø GATT
Source: Britannica, 2022
General Agreement on Tariffs and Trade (GATT), set of multilateral trade agreements aimed
at the abolition of quotas and the reduction of tariff duties among the contracting nations. When
GATT was concluded by 23 countries at Geneva, in 1947 (to take effect on Jan. 1, 1948), it was
considered an interim arrangement pending the formation of a United Nations agency to
supersede it.
56
When such an agency failed to emerge, GATT was amplified and further enlarged at several
succeeding negotiations. It subsequently proved to be the most effective instrument of world
trade liberalization, playing a major role in the massive expansion of world trade in the second
half of the 20th century. By the time GATT was replaced by the World Trade Organization
(WTO) in 1995, 125 nations were signatories to its agreements, which had become a code of
conduct governing 90 percent of world trade.
Ø The World Trade Organization (WTO)
World Trade Organization (WTO), international organization established to supervise and

liberalize world trade. The WTO is the successor to the General Agreement on Tariffs and
Trade (GATT).
The WTO has six key objectives:

1) to set and enforce rules for international trade
2) to provide a forum for negotiating and monitoring further trade liberalization
3) to resolve trade disputes
4) to increase the transparency of decision-making processes
5) to cooperate with other major international economic institutions involved in global
economic management
6) to help developing countries benefit fully from the global trading system. Although
shared by the GATT, in practice these goals have been pursued more comprehensively
by the WTO.
Source: CNN
57
Ø NAFTA
North American Free Trade Agreement (NAFTA), controversial trade pact signed in 1992 that
gradually eliminated most tariffs and other trade barriers on products and services passing
between the United States, Canada, and Mexico. The pact effectively created a free-trade bloc
among the three largest countries of North America. NAFTA went into effect in 1994 and
remained in force until it was replaced in 2020.
Ø USMCA
Source: Investopedia, 2021
The United States-Mexico-Canada Agreement, also known as the USMCA, is a trade deal
between the three nations which was signed on November 30, 2018. The USMCA replaced the
North American Free Trade Agreement (NAFTA), which had been in effect since January of
1994.
Source: Vox
58
Ø ASEAN
Source: Investopedia, 2022
The Association of Southeast Asian Nations (ASEAN) is a regional organization of 10

Southeast Asian and Pacific Rim countries whose governments collaborate to promote socio-
cultural, economic, and political advancement in the region.
ASEAN is an official observer of Asia-Pacific Economic Cooperation (APEC), a 21-member

economic group that promotes free trade and sustainable development in Pacific Rim countries.
59
Methodology: How to write a summary
In the business world managers frequently do not have the time to pore over long, complicated
documents. It is therefore important to be able to summarize the main ideas in a text to keep
only information which is essential.
In this section we will review the skills needed to write a synoptic summary.
Four features of a summary
1) It is shorter than the source. For our purposes the text should usually be shortened to
approximately one-third or one-fourth of its original length.
2) Keep only the main ideas. Repetitions and superfluous details distract the reader from
the main points.
3) It is NOT a reorganization of the original sentences. That would be plagiarism. A

summary presents the main ideas of the source text using different words and structures.
Direct and reported speech become statements. Direct quotations are dropped unless
essential in the summarized version.
4) A synoptic summary reflects the balance of the arguments in the original text.
Summarizing is more than reducing the length of an article. It requires rewriting. However, the
first step is to decide what to keep and what to leave out. To do this you must identify the key
words and the key sentences. Your skimming and scanning skills will be very useful to write a
summary.
The synoptic summary

A synoptic summary does not respect the chronology of the author’s ideas. You are able to
reorganize the original format. You do NOT, however, modify the author’s ideas or perspective
on an issue (pay careful attention to giving a similar balance of weight to the ideas in the text
in your synoptic summary or you will bias your summary).
Once you have presented the main ideas the synoptic summary is complete – you DO NOT add
your own opinion in a summary.
To start with you may begin with one sentence that sums up the main point of the text. The
author and the source of the text can be named in the introduction. You are then required to
design a structure for the summary that is rational in relation to the content. It is helpful to look
at the original structure. Identify the parts of the article (the natural division of ideas in the text).
After that, reconstruct your text according to the main idea, which should be stated at the
beginning of your summary.
Plagiarism is not allowed! We discussed plagiarism at the beginning of the year. Please
refer to the comments on page 5 of this brochure for reminders about “what NOT to do”.
60
Cartoon commentary practice
Please write a short commentary for the following cartoon (May 2019)
Cartoon credit: Dave Granlund, PoliticalCartoons.com

https://theglobalamericans.org/2019/05/trumps-trade-war-with-china/
61
Paragraph structure
A paragraph consists of a group of sentences related to each other, communicating one central
idea. Well-constructed paragraphs include three parts: a topic sentence, a series of supporting
sentences, and a closing sentence.
The topic sentence expresses the main idea of the paragraph. It tells the reader what the
paragraph is about and limits the information to be included in it. It is usually the first sentence
of the paragraph, although sometimes more experienced writers may put it in the middle or even
at the end. For our purposes, it is preferable to put it in the beginning.
The topic sentence is then followed by a series of supporting sentences, which are related to the
topic sentence and give you more information about it. The supporting sentences can also be
expanded with additional details and examples.
Finally, paragraphs usually end with a closing sentence, which contains either a conclusion that
can be drawn from the information given in the supporting sentences, or the final piece of
information in a sequence of events or list of data. In a series of paragraphs, the closing sentence
can also be a transition to the main idea that will be discussed in the next paragraph.
A. Topic sentences
Reminder: A topic sentence announces the main theme of a paragraph.
Example 1: Topic: Unemployment in France

Topic sentence: A year after the country exited its worst recession since
World War II, France’s unemployment rate was unchanged in the third quarter as employers
hesitated over hiring more workers.
Example 2: Topic: Household spending

Topic sentence: Consumer spending has been suffering since the
beginning of the recession.
B. Supporting sentences
Reminder: Supporting sentences tell you more about the theme announced in the topic sentence.
Example 1:
(Topic sentence) In sociology and economics, social mobility refers to the degree to which an
individual or group’s status is able to change in terms of position in the social hierarchy. (Sup.
sentence A) It most commonly refers to material wealth and the ability of an agent to move up
the class system. (Sup. sentence B) Factors such as economic capital, higher education,
competence in labor and social network influence mobility.
Example 2:
(Topic sentence) Mandatory retirement is the age at which people who hold certain jobs or
offices are required by custom or by law to leave their employment, or retire. (Sup. sentence
A) Typically, mandatory retirement is justified by the argument that certain occupations are
either too dangerous or tiring to allow older workers to hold the position. (Sup. sentence B)
62
However, since the age at which retirement is mandated is often arbitrary and not based upon
an actual physical evaluation of an individual person, many view the practice as a form of age
discrimination.
C. Closing sentences
Reminder: A closing sentence either draws a conclusion from the supporting sentences or
provides the final piece of information on the topic of the paragraph.
Example 1:
(Topic sentence) In sociology and economics, social mobility refers to the degree to which an
individual or group’s status is able to change in terms of position in the social hierarchy. (Sup.
sentence A) It most commonly refers to material wealth and the ability of an agent to move up
the class system. (Sup. sentence B) Factors such as economic capital, higher education,
competence in labor and social network influence mobility. (Closing sentence) Sociologists
and economists can therefore use social mobility as an indicator of the various
opportunities offered to a population to improve its living standards.
Example 2:
(Topic sentence) Mandatory retirement is the age at which people who hold certain jobs or
offices are required by custom or by law to leave their employment, or retire. (Sup. sentence
A) Typically, mandatory retirement is justified by the argument that certain occupations are
either too dangerous or tiring to allow older workers to hold the position. (Sup. sentence B)
However, since the age at which retirement is mandated is often arbitrary and not based upon
an actual physical evaluation of an individual person, many view the practice as a form of age
discrimination. (Closing sentence) As a result, some governments are exploring ways to
allow for a more individualized approach to mandatory retirement.
63
Link words
When writing paragraphs, it is important that the ideas flow from one to another in a logical
manner. Here we are going to look at three types of connectives: connectives of result, effect
or consequence; connectives of concession; and connectives of reformulation.
There are three types of connectives: ‘And’ type, ‘Or’ type and ‘But’ type. Look at the
following examples:
A. ‘And’ type: Connectives of Result, Effect or Consequence
Wages and earnings tend to correlate with the amount of education a person has received;
therefore
as a result
accordingly
consequently
thus
hence
workers with less than a secondary education are not as likely to attain a professional-level
job.
B. ‘But’ type: Connectives of concession
People like Pierre Bérégovoy and Bill Clinton were born into working-class families.
However,
Nevertheless,
Nonetheless,
Yet,
In spite of that,
All the same,
Still,
they were able to achieve high political office in adult life. There are fewer working-class
politicians nowadays – president Macron and Biden both come from affluent families.
C. Connectives of reformulation
The university makes an impact of around £500 million on Scotland’s gross domestic product.
In other words,
To put it more simply,
It would be better to say,
in other words 0.5% of Scotland's GDP.
64
Grammar: Direct and indirect speech
Direct Speech/Quoted Speech

Here what a person says appears within quotation marks ("...") and should be word for
word.
She said, "Today's lesson is on presentations."
Indirect Speech/Reported Speech

Indirect speech (sometimes called reported speech) doesn't use quotation marks to enclose
what the person said and it doesn't have to be word for word.
When reporting speech the tense usually changes. This is because when we use reported
speech, we are usually talking about a time in the past (because obviously the person who
spoke originally spoke in the past).
Ø Tense change
Direct speech Indirect speech
Present simple Past simple
›
She said, "It's cold." She said it was cold.
Present continuous Past continuous
›
She said, "I'm teaching English online." She said she was teaching English online.
Present perfect simple
Past perfect simple
She said, "I've been on the web since ›
She said she had been on the web since 1999.
1999."
Present perfect continuous Past perfect continuous
She said, "I've been teaching English for › She said she had been teaching English for seven
seven years." years.
Past simple Past perfect
›
She said, "I taught online yesterday." She said she had taught online the day before.
Past continuous Past perfect continuous
›
She said, "I was teaching earlier." She said she had been teaching earlier.
Past perfect Past perfect
She said, "The lesson had already started › NO CHANGE - She said the lesson had already
when he arrived." started when he arrived.
Past perfect continuous Past perfect continuous
She said, "I'd already been teaching for › NO CHANGE - She said she'd already been
five minutes." teaching for five minutes.
Modal verb forms also sometimes change:

Direct speech Indirect speech
will would
She said, "I'll teach English online › She said she would teach English online
tomorrow." tomorrow.
can could
›
She said, "I can teach English online." She said she could teach English online.
65
must had to
She said, "I must have a computer to teach › She said she had to have a computer to teach
English online." English online.
shall should
›
She said, "What shall we learn today?" She asked what we should learn today.
may might
›
She said, "May I open a new browser?" She asked if she might open a new browser.
NOTE!!! - There is NO CHANGE to: could, would, should, might and ought to.
Time change
If the reported sentence contains an expression of time, you must change it to fit in with the
time of reporting.
Expressions of time if
reported on a
different day
this (evening) › that (evening)
today › yesterday ...
these (days) › those (days)
now › then
(a week) ago › (a week) before
the weekend before last / the previous
last weekend ›
weekend
here › there
next (week) › the following (week)
tomorrow › the next/following day
If you report something that someone said in a different place to where you heard it, you must
change the place (here) to the place (there). For example:
At work At home
"How long have you worked here?" She asked me how long I'd worked there.
Ø Pronoun change
In reported speech, the pronoun often changes:
Me You
• Direct Speech
She said, "I teach English online."
"I teach English online", she said.
"I teach English online." • Reported Speech
She said she teaches English online.
or
She said she taught English online.
Ø Reporting Verbs
To accuse, to admit, to advise, to allege, to agree, to apologise, to beg, to boast, to
complain, to deny, to explain, to imply, to invite, to offer, to order, to promise, to
reply, to suggest and to think.
66
Can you think of other reporting verbs?
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…...………………………………………………………………………………………………
…..……………………………………………………………………………………………….
..…………………………………………………………………………………………………

AZ Anglais: pages 100-103 ; Exercise book: pages 85-87
a) Who said…?
Innovation distinguishes between a leader and a follower. 1. Adam Smith

(DS)
Money was never a big motivation for me, except as a way to keep 2. Margaret
score. The real excitement is playing the game. Thatcher
(IS)
People who are hungry and out of a job are the stuff of which 3. John Marshall
dictatorships are made.
(IS)
Every individual [is] led by an invisible hand to promote an end which 4. Albert Einstein
was no part of his intention.
(DS)
Everybody is a genius. But if you judge a fish by its ability to climb a 5. Donald Trump
tree, it will spend its whole life believing that it is stupid.
(IS)
My real adversary has no name, no face, no party. It will never be 6. Steve Jobs
elected, yet it governs - the adversary is the world of finance.
(IS)
Ask not what your country can do for you — ask what you can do for 7. Franklin D.
your country. Roosevelt
(DS)
The power to tax is the power to destroy. 8. John F. Kennedy
(IS)
There can be no liberty unless there is economic liberty 9. François
(IS) Hollande
67
b) Change these quotes into direct speech (DS) or indirect speech (IS).
Use a variety of reporting verbs.
68
Examples of cartoon commentaries
Cartoon 1: NAFTA and the WTO
This cartoon represents a negative vision of free trade (agreements) and the cartoonist may be
against these deals.
Firstly, the big smiling man in the middle symbolizes American companies, thanking God for
Free Trade. He is holding a whip in his right hand to hit the US workers. This whip represents
NAFTA, an organisation joining countries of North America to facilitate exchanges between
them. Indeed, with this image, the author shows that free trade enables American corporations
to dominate the countries of NAFTA. The US worker looks sad and tired, probably because of
the important layoffs that happen in his country, after American companies delocalize.
Moreover, the big man is holding a chain in his left hand; at the other end is an Asian worker,
also sad and exhausted, a symbol of workers in poorer countries. The chain represents the
offshoring of the powerful companies going to emerging markets. In fact, thanks to free trade,
the economic borders between countries are opened. The companies can go to a country where
they can employ lower-paid workers that have less strict labor laws and produce at a lower cost,
maximizing their profits.
To conclude, the cartoonist wants to show that free trade may be positive for American
companies (and for consumers in general), but not for workers who can be exploited by their
employers.
Number of words: 220 words
69
Cartoon 2: student fees in the US (2022 midterm-exam paper)
The main message in the cartoon is that you do not go to college based on your academic
achievements in school but on your parents’ income and your ability to contract a loan. A loan
is a sum of money lent to you by a retail bank for a specific purpose – it can be to buy a house
(a mortgage) or to study (a student loan).
Here, a student is sitting his entrance exam at university. Instead of having to take a normal
aptitude test, the only question the student is asked is whether he can afford a loan. It can be
explained by the fact that student fees are high in the US. The price of higher education has
been on the rise since the 1980s.
As a result, the cartoon raises two questions – the issue of student debt in the US, where studies
are not free as in France, and the inequality is entails. In my opinion, this cartoon is clear and
straightforward and it reaches its goal of highlighting the issue of inequality in higher education
effectively.
70
Cartoon 3: the price of oil in the US (2022 midterm-exam paper)
This cartoon is most probably set in the US because the expression used is “gas” and not petrol.
A man is looking at the price of gas at a gas pump. This man can be understood as an image of
the American middle-class. He does wear fancy clothes and his car cannot be described as
expensive. He can be seen as an allegory of the average US consumer.
The price is probably high due to his puzzled expression. The main culprit is coronavirus, which
is recognizable in the drawing of the virus in the speech bubble.
The pandemic had two major effects on the labor market. Firstly, a lot of workers could not go
to work due to lockdowns, secondly a lot of workers could not work because they were ill. The
disruption in the supply chain meant there was a shrinkage in supply, which translated into
higher prices.
This affected all sectors and industries of the economy and oil was not immune to this crisis.
The message is clear and effective and the link between the pandemic and the price of gas in
the US is also crystal clear.
71
Annex: Grammar review
Relative Pronouns
Exercise 1:
Complete the paragraph below with the appropriate relative pronouns. Use commas when
necessary.
Mobile-pro is a leading European technology services provider ……………………… (1)
enables clients to provide high-quality mobile marketing and content solutions. Founded in
1999, Mobile-pro is a fast-growing company………………………… (2) is looking for a first-
class leader …………………………….. (3) can meet the challenge of international growth.
We are seeking a highly motivated candidate ……………………………….. (4) must be fluent
in three European languages.
Exercise 2:
Combine the following sentences with the appropriate relative pronouns and use commas when
necessary.
a) OpenAI is expected to soon release another tool, GPT-4. GPT-4 is better at generating
text than previous versions. (The New York Times, Jan. 2023)
b) Moscow seeks a victory after a string of military setbacks, and a better foothold from
which to target the nearby city of Bakhmut. It has failed to take Bakhmut despite months
of unrelenting bombardment. (The New York Times, Jan. 2023)
c) Little has happened regarding the new weapons systems and equipment. Olaf Scholz
has pledged they would become available for Ukraine. (The Guardian, Jan. 2023)
Exercise 3:
Fill in the gaps with the appropriate relative pronouns:
In recent years, Brazil’s expanding middle class, …………………………… added 35 million
people to its ranks in the past decade alone, has gained greater purchasing power. Moreover,
72
the socio-economic transformation has had a major impact on Brazil’s landscape, 85%
…………………………………. is now urban. However, favelas have seen an escalation of
violence in recent years: the media denounce rampant violence and soaring death tolls
………………………………………… have forced schools to close and shops to shutter. A
student told our journalist he had been robbed by two men ………………………….. took his
backpack while he was waiting for the bus. In anticipation of the World Cup and the Olympics,
Brazil’s government, …………………………. aim is pacification, has installed a well-armed
police presence in favelas.
Exercise 4:
Fill in the blanks:
a) The fax process, _________ was first patented in 1843 by Alexander Bain, did not go
into commercial service until 1964.
b) Penicillin, the antibiotic compound _________ was discovered by Alexander Fleming
in 1928, only went into production in 1942.
c) The steam engine ________________ George Stephenson famously demonstrated in
1815 was actually discovered in 50 BC by Heron of Greece.
d) Kevin Tuohy, _________ invented the soft plastic lens in 1948, was not the first person
to suggest contact lenses: Adolph Fick had the idea in 1888.
e) Orville Wright is the man _________ is usually credited with the first powered flight in
1903, but Gustave Whitehead and Richard Pearse were also experimenting with flying
machines at the same time.
f) Several other people claim to be the inventors of the machine _______________ John
Logie Baird demonstrated in 1926 and called a “televisor”.
Exercise 5:
Transform the two sentences into a single sentence using a relative clause:
a) She showed me a photograph of her son. Her son is a policeman.
b) We decided not to swim in the sea. The sea looked dirty.
c) The new stadium will be opened next month. The new stadium holds 90,000 people.
73
d) John is one of my closest friends. I have known John for 8 years.
e) That man over there is an artist. I don’t remember the man’s name.
f) Opposite our house there is a nice park. There are some beautiful trees in the park.
g) The storm caused a lot of damage. Nobody had been expecting the storm.
h) The postman is nearly always on time. The postman was late this morning.
i) We often go to visit our friends in Bristol. Bristol is only 30 miles away.
j) Mr Edwards’ health hasn’t been good. Mr Edwards has gone into hospital for some
tests.
k) Jack looks much nicer without his beard. His beard made him look much older.
l) I went to see the doctor. The doctor told me to rest for a few days.
m) Thank you for your letter. I was very happy to get your letter.
n) A friend of mine’s father is the manager of a company. He helped me to get a job.
o) Next weekend I’m going to Glasgow. My sister lives in Glasgow.
p) London was once the largest city in the world. The population of London is now falling.
q) I looked up at the moon. The moon was very bright that evening.
r) We spent a pleasant day by the lake. We had a picnic at the lake.
Conjugation and prepositions
Fill in the blanks with the correct prepositions or verb forms (narrative verbs):
The Marshall Plan, also known …………….. the European Recovery Program,
……………………. (channel) over $13 billion to finance the economic recovery of Europe
between 1948 and 1951. The Marshall Plan successfully ………………… (spark) economic
recovery, meeting its objective of ‘restoring the confidence of the European people in the
economic future of their own countries and of Europe as a whole.’ The plan …………………
(name/passive) for Secretary of State George C. Marshall, who …………………. (announce)
74
it in a commencement speech at Harvard University a few months earlier ……………… June
5, 1947.
Direct/Indirect speech
Change direct speech into indirect speech and indirect speech into direct speech. Use a different
reporting verb in each sentence. Do not use “say.”
“I want to underscore that Brazil has grown fast, and it can now be compared to powerful
developed countries," says Ambassador Thomas Shannon.
The young man said that in Brazil, they needed technical, industrial automation and other skills.
He added that graduates could easily find a job in Brazil.
“Confidence is rapidly rising among British manufacturers. Our industrial base is seizing a
bigger role today than it did yesterday," says CBI’s Katja Hall.
The Portuguese journalist said that after Greece two weeks ago, they were the latest country to
emerge from bailout territory automation and other skills. He added that they had sold €750m
of 10-year bonds.
75
Annex: Cartoon practice
Cartoon 1:
Source: entrepreneurfail.com
http://www.entrepreneurfail.com/2016/11/entrepreneurs-death-defying-acts.html
76
Cartoon 2:
Source: Book by Sramana Mitra and Irina Patterson. Art by Mike Varouhas
https://www.sramanamitra.com/2014/08/04/entrepreneur-dysfunctions-in-cartoons-paradigm-shift/
77
Cartoon 3:
Source : Paresh Nath | Copyright 2018 Cagle Cartoons

https://theweek.com/cartoons/778838/political-cartoon-trump-rulesbased-world-order-free-trade
78
79

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Licence 1

Course objectives focus on:

You must bring the handout to EACH class.

Building Your Skills

DO NOT FORGET TO LISTEN TO LINGOHACK EVERY WEEK

Continuous Assessment (50%) Final exam (50%)

Crowdfunding Attendance, punctuality, Midterm Test 90-minute written

Have a good semester and… Good Luck!

Look at this video to have an idea of the subject:

SHARK TANK: https://www.youtube.com/watch?v=6GwR4_dVYtA

What is crowdfunding? http://www.hongkiat.com/blog/crowdfunding-sites/

• Make sure your presentation is lively and interactive.

• Copy a whole project from a crowdfunding site.

This chapter is adapted from the University of Ottawa’s website (www.uottawa.ca/plagiarism)

Principles and rules

Document 1 (cartoon): Inequality and race in the US (2019)

Source: Dr Jack & Curtis (https://ewn.co.za/2019/01/08/cartoon-a-case-of-inequality)

Please answer the following questions:

1) What is the link between inequality and school?

Anna Baluch, November 20, 2021, The Balance

Definition and Example of the Pink Tax

25 How the Pink Tax Works

Common Pink Tax Items

Pink Tax vs. Tampon Tax

2) Why is it not really a tax?

3) Briefly describe the origins of the pink tax.

Making your writing flow using transitions

• Identify all the words used to make transitions in this piece.

a) The school, ..................... has a pool, opened yesterday.

b) Where is the book ........................ I lent you?

c) She offered me a coffee, ....................... was just what I needed.

e) I’m looking for something ....................... will clean glass.

Please look at the three sentences below (Cambridge Dictionary online):

• The balloon rose gently into the air.

What differences do you see?

Raise your hand if you know the answer.

The sun rose Ø at 5.30 this morning.

3) Fed officials discussed ...................................... rates sooner and faster in 2022.

Please explain the following quotations:

1) Who is called an entrepreneur?

2) What makes a great entrepreneur?

4) What kind of business should I start with no money?

5) How do I get funding for my startup?

6) What are the most successful small businesses?

7) What business can I do from home?

8) What shouldn’t you do when starting a business? – make a list of don’ts:

Watch this report on Shark Tank’s best success stories.

June 2nd 2018, adapted from The Economist

Answer the following questions:

1) What are “kill zones”? Where do they operate?

2) What difficulties are emerging firms faced with?

3) Comment on the underlined sentences.

5) Are there any solutions for start-up firms?

1) What are the 5 pillars of creating a start-up?

2) What is the number one reason for a company’s success?

3) Why did ‘business model’ and ‘funding’ rank poorly?

5) What happened to Uber?

1) When did the term business model emerge?

2) What were Kmart and Walmart’s business models?

3) What is the difference between a business model and a business strategy?

4) What was Walmart’s business strategy?

5) What was Kmart’s strategy? Did it work?

Source: Simon Kneebone (2013)