经贸英语报刊阅读教程课件-Unit-11

Unit11

Fiat’sExtremeMakeoverContentsBackground

information1Topicsfordiscussion2SupplementaryReading

3BackgroundinformationTheInnovationofCorporateCultureFiat

SergioMarchionneCinquecento

TheInnovationofCorporateCultureWhatiscorporateculture?Whyshouldweinnovatecorporateculture?Howtoestablishtheinnovationofculture?FiatFiatFIAT,orfullname“Fabbrica

Italiana

AutomobiliTorino”(FactoryItalianAutomobileTurin),isanItalian

automobilemanufacturer,enginemanufacturer,financialandindustrialgroupbasedinTurin,Italy.Fiatwasfoundedin1899byagroupofinvestorsincludingGiovanniAgnelli.Fiathasalsomanufacturedrailroadvehicles,tanksandaircraft.Asof2009,Fiatistheworld’s6thlargestcarmakeraswellasItaly’slargestcarmaker.ItcontrolsnearlyallItaliancarbrandsexistedtoday,i.e.Lancia,AlfaRomeo,MaseratiandFerrari.ThefortuneofFIATisdecliningsincethe1970s.Italianstreetsoncehad3FIATsoutofevery4cars.However,theenhancedfreetradewithinEUandcompetitionfromKoreanandJapanesecarsateintoitsdomesticmarketshare,whichdroppedto32%in2008.MarketshareinWesternEuropealsodroppedfrom13.8%in1990to8.3%in2008.

SergioMarchionneSergioMarchionneSergioMarchionne(bornJune17,1952inChieti,Italy)isanItalianbusinessmantrainedinCanadaandisthesuccessfulfifthCEOatthestrugglingItalianautomakerFiat.InJanuary2006hewasalsoelectedChairmanoftheEuropeanAutomobileManufacturersAssociation(ACEA).Cinquecento菲亚特500

Cinquecento菲亚特500“Cinquecento”在意大利语中意为“500”，此处指菲亚特旗下最为畅销的经典微型轿车，常被译为“菲亚特500”。这款车型早在1957年即被推出（于1975年停产），曾风靡全世界。2007年，在新任总裁塞尔吉奥·马尔奇奥尼的主持下，新版菲亚特500问世，并获得好评。菲亚特公司对该款车型寄予厚望，马尔奇奥尼在新车揭幕式上表示：“菲亚特将成为汽车业的苹果，而菲亚特500将成为我们的iPod”。Fiat500’spropagandafilmTopicsfordiscussionWhatroleshouldaCEOplayinacorporation?Whatqualitiesandleadershipskillsshouldaleaderhavetoachievesuccessinhispost?SupplementaryReading

InsideCisco’sSearchfortheNextBigIdeaRebuildingCompaniesasCommunitiesKeyA.1.disgruntled2.counterpart3.wholesale4.laughingstock5.offset6.savvy7.bottlenecks8.accountable9.statusquo10.shedBmakegreatprogresshavingpositivenetincome/makingaprofit;tobewhatpeoplearediscussinginautomobileindustrytheexistingconditionorstateofaffairsextremelygoodandofthehighestquality,rank,orimportance;greatly/verymuchtobesimilarto,oratthesamelevelassomethingmorevalueforthemoneywespendonitloyaltoabelief,organization,orgroup,andwillingtoworkhardforittogetridofsth./sb.thatisnolongerwantedC1.站在他们的立场上，我也会有同样的想法。2.我们开始持续盈利，我们的最新车型“菲亚特500”（世界上最小的轿车之一）也成为业界谈论的焦点。3.这两个人都不具备工程管理学背景，但是他们都是一流的消费产品营销人员，公司十分需要他们的（营销）才能。4.我总是在闲暇时给我的员工发短信或打电话，和他们一起探讨业务或工作。5.不能实现目标的领导者应当承担一定的后果，但是，在我看来，这并不是什么大不了的事。6.向市场推出一款新车需要耗资4亿欧元。缩短（新车）投放市场时间能够使我们获得更多的收益。7.我把“菲亚特500”看作是我们的“