CAES9920 Week 2.

2
Academic Communication for Business
and Economics
 Learning Outcomes
By the end of week 2, you will have:
•developed an enhanced awareness of different genres through an
analysis of their purposes, audience, and context
•a better understanding of the purposes, audience, and context of the
academic business essay writing genre
•understood how to provide and use feedback during the evaluation
of written texts

#GenreAwareness
 2CC

Assignments from Week 1

1.

2. The Essay
Due 23:59 30 Jan (Week 2.2)
 1.What strategy can help you
Assignments develop genre awareness?
3. 2.Are all texts in a genre the
same?
2:59
2:17 • As a student, what seems
2:34 strange about writing
academic texts for an
academic business
audience?
• True or false?
“Describing facts is
generally enough to
impress an academic
business audience.”
Activity 1:
Comparing genres
Activity 1:
Comparing genres

Each round:
• 5 minutes
• 2 genres/pages
Activity 1:
Comparing genres

#GenreAwareness

......genre?

• Convention • Creativity
• Contexts • Audience
• Characteristics • Personal styles
Activity 2:
Examples of Academic Genre Features
Activity 2:
Examples of Academic Genre Features

• Group work
• 8 minutes
• as many linguistic features +
examples
Text Comparison
Text Comparison

purpose/audience/context
• Structure/organization
• Language features
Activity 2:
Comparing 2 different genres

purpose/audience/context

Assessment 1
Assessment 1
Activity 3:
Academic Business Essay Writing
Activity 3:
Academic Business Essay Writing

purpose/audience/context
 Paragraph 1

The incorporation of Corporate Social Responsibility (CSR) into businesses has become a rising
trend for competitive advantage (Moon, 2014). The Commission of the European Communities (2001)
defines CSR as where "companies integrate social and environmental concerns in their business operations
and in their interaction with their stakeholders on a voluntary basis". Among the Fortune 500 companies,
90% practice explicit CSR (Luo & Bhattacharya, 2006). This suggests that corporations have been
approaching CSR in a more voluntary and proactive manner. However, the utility of CSR to company's
performance persists to be the subject of debate. Proponents believe that CSR will bring long-term benefits
to the company (Foote, Gaffney, & Evans, 2010) while opponents argue that it will impose additional costs
to the company which may reduce its global competitiveness (Carroll & Shabana, 2010). This paper, with
reference to cases in the cosmetics industry, argues that companies should take a proactive role in CSR
initiatives as such approach will lead to improvements in workers' attitude and increase in customer loyalty,
which might eventually bring positive impacts to the companies' holistic wellness.
 Paragraph 2
The practice of CSR can improve the company's performance by improving the work attitude of employees. The CSR
and Employee-Company (E-C) Identification Conceptual Model presented by Kim, Lee, Lee, and Kim (2010) demonstrates the causal
relationship between CSR and employees' work attitude and improved company performance, whereby employees' recognition that
the company is attending to social problems can raise their perceived external prestige, which has a positive influence on E-C
identification, and such identification helps to strengthen their commitment to the company. Furthermore, the implementation of
internal CSR activities might make workers acknowledge that the company values them as one of its important stakeholders. This
validation could act as a motivation for them to work harder and strive for greater company progress. Supporting this idea is an
empirical research conducted by Ruf, Muralidhar, Brown, Janney, and Paul (2001) indicating that the increase in employee's morale
and motivation would have a causal effect on cost cutdown amounting to $50 million. For example, the "Think Smart" program
organized by Estee Lauder encourages employees to submit ideas on streamlining the company's operations (Selbes & Mohamed,
2010). Not only did employees feel attached to the company as their suggestions are heard, but the adoption of their ideas had also
reduced Estee Lauder's expenditure (Selbes & Mohamed, 2010). Despite the positive impact of CSR on improving employee
dedication, Donia and Sirsly (2016) pointed out that symbolic CSR efforts would receive dissent and demur from employees.
Employees might believe that the company's value does not align with their self-concept and might develop disengagement and
detachment from the company. In order to increase employee motivation so as to boost company performance, it is imperative for
companies to practice substantive CSR, in welcoming and adopting employees' ideas during policy making, such that the initiatives
would be more aligned with workers' values.
 Paragraph 1 Significance of
CSR

The incorporation of Corporate Social Responsibility (CSR) into businesses has become a rising
trend for competitive advantage (Moon, 2014). The Commission of the European Communities (2001)
defines CSR as where "companies integrate social and environmental concerns in their business operations
and in their interaction with their stakeholders on a voluntary basis". Among the Fortune 500 companies,
90% practice explicit CSR (Luo & Bhattacharya, 2006). This suggests that corporations have been
approaching CSR in a more voluntary and proactive manner. However, the utility of CSR to company's
performance persists to be the subject of debate. Proponents believe that CSR will bring long-term benefits
to the company (Foote, Gaffney, & Evans, 2010) while opponents argue that it will impose additional costs
to the company which may reduce its global competitiveness (Carroll & Shabana, 2010). This paper, with
reference to cases in the cosmetics industry, argues that companies should take a proactive role in CSR
initiatives as such approach will lead to improvements in workers' attitude and increase in customer loyalty,
which might eventually bring positive impacts to the companies' holistic wellness.
 Paragraph 1 Significance of
CSR
Definition of
TheCSR
incorporation of Corporate Social Responsibility (CSR) into businesses has become a rising
trend for competitive advantage (Moon, 2014). The Commission of the European Communities (2001)
defines CSR as where "companies integrate social and environmental concerns in their business operations
(Opposing) Views of
and in their interaction with their stakeholders on CSR
a voluntary basis". Among the Fortune 500 companies,
in literature
90% practice explicit CSR (Luo & Bhattacharya, 2006). This suggests that corporations have been
approaching CSR in a more voluntary and proactive manner. However, the utility of CSR to company's
performance persists to be the subject of debate. Proponents believe that CSR will bring long-term benefits
to the company (Foote, Gaffney, & Evans, 2010) while opponents argue that it will impose additional costs
Writer’s stance and
to the company which may reduce its global competitiveness (Carroll & Shabana, 2010). This paper, with
essay outline
reference to cases in the cosmetics industry, argues that companies should take a proactive role in CSR
initiatives as such approach will lead to improvements in workers' attitude and increase in customer loyalty,
which might eventually bring positive impacts to the companies' holistic wellness.
 Paragraph 2
The practice of CSR can improve the company's performance by improving the work attitude of employees. The CSR
and Employee-Company (E-C) Identification Conceptual Model presented by Kim, Lee, Lee, and Kim (2010) demonstrates the causal
relationship between CSR and employees' work attitude and improved company performance, whereby employees' recognition that
Read Paragraph 2 in
the company is attending to social problems can raise their perceived external prestige, which has a positive influence on E-C

detail and try to

identification, and such identification helps to strengthen their commitment to the company. Furthermore, the implementation of
internal CSR activities might make workers acknowledge that the company values them as one of its important stakeholders. This
validation could act as a motivation for them to work harder and analyse
strive for greaterthe text
company using
progress. Supporting this idea is an

colour coding (like for

empirical research conducted by Ruf, Muralidhar, Brown, Janney, and Paul (2001) indicating that the increase in employee's morale
and motivation would have a causal effect on cost cutdown amounting to $50 million. For example, the "Think Smart" program
Paragraph
organized by Estee Lauder encourages employees to submit ideas on streamlining the company's 1).
operations (Selbes & Mohamed,
2010). Not only did employees feel attached to the company as their suggestions are heard, but the adoption of their ideas had also
reduced Estee Lauder's expenditure (Selbes & Mohamed, 2010). Despite the positive impact of CSR on improving employee
dedication, Donia and Sirsly (2016) pointed out that symbolic CSR efforts would receive dissent and demur from employees.
Employees might believe that the company's value does not align with their self-concept and might develop disengagement and
detachment from the company. In order to increase employee motivation so as to boost company performance, it is imperative for
companies to practice substantive CSR, in welcoming and adopting employees' ideas during policy making, such that the initiatives
would be more aligned with workers' values.
 Paragraph 2
The practice of CSR can improve the company's performance by improving the work attitude of employees. The
CSR and Employee-Company (E-C) Identification Conceptual Model presented by Kim, Lee, Lee, and Kim (2010) demonstrates the
causal relationship between CSR and employees' work attitude and improved company performance, whereby employees' recognition
that the company is attending to social problems can raise their perceived external prestige, which has a positive influence on E-C
identification, and such identification helps to strengthen their commitment to the company. Furthermore, the implementation of
internal CSR activities might make workers acknowledge that the company values them as one of its important stakeholders. This
validation could act as a motivation for them to work harder and strive for greater company progress. Supporting this idea is an
empirical research conducted by Ruf, Muralidhar, Brown, Janney, and Paul (2001) indicating that the increase in employee's morale
and motivation would have a causal effect on cost cutdown amounting to $50 million. For example, the "Think Smart" program
organized by Estee Lauder encourages employees to submit ideas on streamlining the company's operations (Selbes & Mohamed,
2010). Not only did employees feel attached to the company as their suggestions are heard, but the adoption of their ideas had also
reduced Estee Lauder's expenditure (Selbes & Mohamed, 2010). Despite the positive impact of CSR on improving employee
dedication, Donia and Sirsly (2016) pointed out that symbolic CSR efforts would receive dissent and demur from employees.
Employees might believe that the company's value does not align with their self-concept and might develop disengagement and
detachment from the company. In order to increase employee motivation so as to boost company performance, it is imperative
for companies to practice substantive CSR, in welcoming and adopting employees' ideas during policy making, such that the
initiatives would be more aligned with workers' values.
Activity 3:
Academic Business Essay Writing

purpose/audience/context

Elements of the
academic
business essay
genre?
Giving useful feedback
Giving useful feedback
“However, there are opponents alleged that the executive pay
does nothing with company performance. These naysayers think
that the executive pay only gives little bonus for these leaders,
since these executives are already the wealthier ones within the
community. They don’t care about those little additional benefits.
So, it provides no incentive at all for them to work hard and make
wise decisions for the companies.”
Giving useful feedback
Good
Good! Great
structure!
work!

Good Good
grammar! language!

Clear introduction stating

the thesis statement,
overview of structure, and
main ideas.
Giving useful feedback

Feedback
Giving useful feedback
Comments are so vague that it’s not helpful
 We will implement a researched feedback model in this course, which has been
found to increase the quantity, relevance, and specificity of feedback (Min, 2005)
My classmate’s writing is worse than mine
 Evidence showing that some improvement in writing occurred among more
advanced proficiency students, although not as much as less proficient students as
a result of giving feedback (Lundstrom & Baker, 2009)
I’m always giving a lot of feedback but receiving so few comments from others
 Benefits to giving feedback: reviewers develop knowledge of writing criteria to
help themselves monitor their own writing (Cho & Cho, 2011)
 Rotating groupmates and other classmates will help elicit more feedback

 Availability of the teacher to provide feedback to texts that have already been self-
evaluated or peer-evaluated
Procedural step
1) clarifying the writer’s
intention
2) identifying the problem
3) explaining the nature of the
problem
4) making specific suggestions
Adapted from Min, H. T. (2005). Training students to become successful peer reviewers. System, 33(2), 293-308.
Definition Example comment
Reviewers try to
get further explanation of what Do you really mean they
writers have written or what is “DON’T CARE”?
not clear to them in the essay
Reviewers announce the problem
”DON’T CARE” seems very
by specifically pointing to it
emotional
Reviewers explain why This phrase shouldn’t be used in
something is unclear or the essay b/c it’s too emotional
problematic, which should or and you don’t have source
should not be used in the essay support for such a strong
statement.
Reviewers suggest ways to
How about this instead: “do not
change the words, content, and
prioritize” and might need a
organization of essays
citation
 Assignments
1.

2.

2:40
Assignments 2CC

3.
The Essay
Due 23:59 30 Jan (Monday)
The Essay

Is Corporate Social Responsibility (CSR)

beneficial for company performance?

1000-1200 words
(Maximum =
5 paragraphs)
Before you go...
 2CC

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