Учебно-методическое пособие для студентов минск 2010 ббк утверждено на заседании

Reading 2

1. Read the text.

Launched in 1978, Microsoft employed only 13 workers and sold $1 million worth of software. It now employs more than 11,800 people worldwide and sold $2.76 billion worth of software in 39 languages. In an industry of incredible dynamics, where Microsoft leads, others follow.

Gates amassed a personal fortune of more than $7 billion by foreseeing the pervasiveness of the personal computer. His first deep shot came when IBM decided to use Microsoft’s MS-DOS operating system in 1980. Today the system is in 100 million PCs.

Despite the company’s phenomenal growth, Bill Gates remains the single most important influence in Microsoft’s corporate culture. Gates strives to maintain a sense of connectedness among employees and to avoid big-company pitfalls. Whether in programming or marketing, group size is limited and may be divided into subgroups, ensuring task manageability and full participation. When new products are developed, Gates selects a team of approximately 10 people from engineering and marketing, set goals, and divides up work. Gates willingly delegates authority, but can be pernickety about how it is used. He meets with the group every two weeks to review progress and iron out problems, and it is here that Gates can be incisive, sarcastic and often intimidating.

Gates is not above employing competitors’ successful techniques. He learned from IBM that large companies are better at keeping development projects on track, a rarity for most start-up companies. He emulated the IBM meeting schedules for new product teams and laid down strict parameters and deadlines.

Gates has followed another simple rule: hire smart people, challenge them to think, be committed; and work hard. The average worker puts in 60 to 80 hours a week, yet the company typically receives more than 120,000 resumes in a year, and many recruits turn down higher paying offers with other companies in favour of Microsoft’s performance bonuses and stock ownership options.

Meanwhile Gates, who envisioned bringing computing power to the masses well before his time, is pressing relentlessly forward with Windows NT, the latest evolution in graphic interface software. His product strategy of determining where the future lies and betting the ranch on getting there first has been vindicated. He combines a rare blend of characteristics: business sense and intellectual depth, go-power and technical expertise. His excellent planning brings in the type of professional upper management he needs and entices the best young technical minds in the nation to jump on board. He exhibits phenomenal staying power in an industry known for high burnout.

2. Answer the following questions:

1. What is Gates’ method of implementing the four functions of management when launching a new product?

2. How does Microsoft reflect Gates’ management skills, as described in this case?

3. Describe some of the roles Gates plays at Microsoft. Are they typical of management activities? Discuss.

4. From the text find as many words as possible that are attributed to B. Gate’s successful implementation of the four management functions.

3. Choose the right variant.

1) B. Gates enlarges his capital by:

a) designing a new type of PC

b) foreseeing of a PC perspectives

c) buying new PC. perspectives

c) buying new PC technology

2) B. Gates remains the single most important influence in Microsoft because

a) he himself supervises every department

b) he knows the technical side of the process better than others

c) his perfect directing and coordinating skills

3) People prefer to work for Microsoft company for:

a) high salaries

b) convenient working schedules

c) perks and spares

4) Microsoft still remains the most successful company thanks to:

a) windows NT software

b) outstanding management

c) combination of intuition and management skills of the owner

Vocabulary focus

4. Choose the best variant.

1. strives
a) tries	b) achieves	c) struggles
2. pitfalls
a) obstacles	b) breaks	c) failures
3. pernickety
a) envious	b) indifferent	c) moderate
4. incisive
a) nagging	b) angry	c) bored
5. emulate
a) imitate	b) perform	c) borrow
6. envisioned
a) predict	b) foresaw	c) forbade
7. burnout
a) destruction	b) fire	c) competition

5. Match the verb and noun to make common collocations.

1) divide into	a) problem
2) set up	b) employees
3) review	c) authority
4) delegate	d) goals
5) iron out	e) progress
6) challenge	f) task
7) ensure	g) subgroups

6. From the text find as many words as possible that are attributed to B. Gate’s successful implementation of the four management functions.

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