学术英语-综合-第二单元教学内容.ppt

学术英语-综合-第二单元College EnglishUnit2BusinessEthicsTextAStrikingtheRightBalanceCollege EnglishCollege EnglishCollege EnglishCollege EnglishBusiness EthicsBusinessethicsmeanswrittenandunwrittencodesofmoralstandardsthatarecriticaltothecurrentactivitiesandfutureaspirationsofabusinessorganization.Theycandifferfromonecompanytoanotherbecauseofdifferencesinculturalperspectives,operationalstructuresandstrategicorientations.Theguidingframeworkofbusinessethicsexistsalllevelsoftheorganization.Itisabouthavingthewisdomtodeterminethedifferencebetweenrightactionsandwrongdecisions.Insimplerterms,businessethicsprovidesthemoralitystandardsandbehavioralpatternsexpectedofindividualsandthebusinessasawhole.Thesemoralstandardscanbeperceivedintermsofthemicroenvironmentandmacroenvironmentofthebusiness.6College EnglishStakeholderVSShareholderTherearetwoschoolsofthoughtregardinghowcompaniesshouldapproachadefinitionforbusinessethics:theshareholderperspectiveandthestakeholderperspective.College EnglishStakeholderVSShareholderShareholderPerspectiveThosewhoapproachethicaldecisionmakingfromashareholderperspectivefocusonmakingdecisionsthatareintheownersbestinterest.Decisionsareguidedbyaneedtomaximizereturnoninvestmentfortheorganizationsshareholders.Individualswhoapproachethicsfromthisperspectivefeelthatethicalbusinesspracticesareonesthatmakethemostmoney.College EnglishStakeholderVSShareholderStakeholder PerspectiveThephrasecorporate social responsibilityisoftenusedindiscussionsofbusinessethics.Theideabehindthisconceptisthebeliefthatcompaniesshouldconsidertheneedsandinterestsofmultiplestakeholdergroups,notjustthosewithadirectfinancialstakeintheorganizationsprofitsandlosses.Organizationsthatapproachbusinessethicsfromastakeholderperspectiveconsiderhowdecisionsimpactthoseinsideandoutsidetheorganization.Stakeholdersmayinclude:employees,suppliers,customers,competitors,governmentagencies,thenewsmedia,communityresidentsandothers.Theideabehindstakeholderbasedethicaldecisionmakingistomakesoundbusinessdecisionsthatworkforthegoodofallaffectedparties.College EnglishImportanceofEthicalBusinessDecisionsCompaniesandpeoplewhobehaveinasociallyresponsiblemanneraremuchmorelikelytoenjoyultimatesuccessthanthosewhoseactionsaremotivatedsolelybyprofits.Knowingthedifferencebetweenrightandwrongandchoosingwhatisrightisthefoundationforethicaldecisionmaking.Inmanycases,doingtherightthingoftenleadstothegreatestfinancial,social,andpersonalrewardsinthelongrun.College EnglishCorporate Social ResponsibilityDefinitionsCorporatesocialresponsibility(CSR)isabouthowcompaniesmanagethebusinessprocessestoproduceanoverallpositiveimpactonsocietyCorporatesocialresponsibility(CSR)referstoabusinesspracticethatinvolvesparticipatinginactivitiesthatbenefitsociety.11College EnglishPyramid of Social Responsibility(Carroll1991)12College EnglishText A Striking the Right BalancePara1In1776,AdamSmithdescribedhowan“invisiblehand”guidescompaniesastheystriveforprofits,andthathandleadsthemtodecisionsthatbenefitsociety.Smithsinsightsledhimtoconcludethatprofitmaximizationistherightgoalforabusinessandthatthefreeenterprisesystemisbestforsociety.College EnglishText A Striking the Right BalanceButtheworldhaschangedsince1776.Firmstodayaremuchlarger,theyoperatedglobally,theyhavethousandsofemployees,andtheyareownedbymillionsofstockholders.Thismakeuswonderifthe“invisiblehand”stillprovidesreliableguidance.Shouldcompaniesstilltrytomaximizeprofits,orshouldtheytakebroaderviewandtakemorebalancedactionsdesignedtobenefitcustomers,employees,suppliers,andsocietyasawhole?College EnglishPara 2MostacademicstodaysubscribetothefollowingmodifiedversionofAdamSmithstheory:Afirmsprincipalgoalshouldbetomaximizethewealthofitsstockholders,whichmeansmaximizingthevalueofitsstocks.College EnglishPara 2Freeenterpriseisstillthebesteconomicsystemforthecountryasawhole.Underthefreeenterpriseframework,companiesdevelopproductsandservicesthatpeoplewantandthatbenefitsociety.However,someconstraintsareneeded-firmsshouldnotbeallowedtopollutetheairandwater,toengageinunfairemploymentpractices,ortocreatemonopoliesthatexploitconsumers.College EnglishPara 3Theseconstraintstakeanumberofdifferentforms.Throughthepoliticalprocess,societyimposesawiderangeofregulationsthataredesignedtokeepcompaniesfromengaginginpracticesthathurtsociety.Anothersetofconstraintsarethecoststhatareassessedoncompaniesiftheytakeactionsthatharmsociety.Properlyimposed,thesecostsfairlytransfervaluetosufferingpartiesandhelpcreateincentivesthathelppreventsimilareventsfromoccurringinthefuture.College EnglishPara 3Tworecentexamplesdramaticallyillustratethesepoints.First,manyWallStreetfirmsengagedinextremelyriskyactivitiesthatpushedthefinancialsystemtothebrinkofcollapsein2007and2008.Savingthefinancialsystemrequiredabailoutofbanksandotherfinancialcompanies,andthatbailoutimposedhugecostsonthetaxpayers,andalsohelpedpushtheeconomyintoadeeprecession.College EnglishPara 3Apartfromthehugecostsimposedonsociety,thefinancialfirmsalsopaidaheavyprice-anumberofleadingfinancialinstitutionssawahugedropintheirstockprice,somefailedandwentoutofbusiness,andmanyWallStreetexecutiveslosttheirjobs.Morerecently,in2010,themassiveBPoilspillintheGulfofMexicohadaterribleenvironmentalandeconomicimpactoftheGulfregion.College EnglishPara 3Inthethreemonthsfollowingtheinitialexplosion,BPsstocklosthalfofitsvalue,andnooneknewhowhighitstotalcostwouldbeandwhetherthecompanywouldsurvive.ThespillhasalsoledtheUnitedStatesandothernationstore-examinetheirpoliciesregardingdeep-waterdrilling,andthatmighthaveaseriousadverseeffectonlong-runoilsupplies.College EnglishCREDIT CRISISCollege EnglishbackgroundUSFederalReservelowertheinterestratestoonly%after911.Investor:lowreturnfor1%,Bank:borrowmoneyfromFedfor1%,cheapcredit(低息贷款),gocrazywithleverage,earnlotsofmoney,TheninvestorsofWallStreetalsowantstoearnmoremoney.College EnglishLeverage is borrow money to amplify the outcome of a deal$10,000College EnglishHow did that happen?HousebuyersInvestorsWallstreetCollege EnglishHow did it work?mortgageCollege EnglishBad result sub-prime mortgage crisis College EnglishEndCollege EnglishPara 4Still,somearguethatthecostsimposedonBPareinsufficienttocoverthedamagesthatwereincurred,andthatthetheoryofconstrainedprofitmaximizationisinadequate.Forexample,GEChiefExecutiveOfficer(CEO)JeffreyImmeltbelievesthatjustobeyingthelawisnotenough,andthatcompaniesshouldstrivetobehaveethicallyandcontinuallyoperatewithsocietysinterestsinmind.College EnglishPara 4Immeltfurtherarguesthatvalueandreputationgohandinhand,andthathavingagoodreputationwithcustomers,suppliers,employeesandregulatorsisessentialifvalueistobemaximized.Inhiswords,“ThereasonpeoplecometoworkforGEisthattheywanttobepartofsomethingbiggerthanthemselves.College EnglishPara 4Theywanttoworkhard,winpromotions,andbewell-compensated,buttheyalsowanttoworkforacompanythatmakesadifference,acompanythatsdoinggreatthingsintheworlditsuptoGEbetoagoodcitizen.Notonlyisthatanicethingtodo,butitsgoodforbusinessandthusthepriceofourstock.”College EnglishPara 5GEisnotalone.Anincreasingnumberofcompaniesseetheirmissionasmorethanjustmakingmoneyfortheirshareholders.Googleswell-knowcorporatemottois“DontBeEvil.”Consistentwiththismission,thecompanyhasitsownin-housefoundationthathasmadelargeinvestmentsinawiderangeofphilanthropicventuresworldwide.Thereareotherinstanceswherecorporateleadershavedonatedpersonalfunds.College EnglishPara 6In2008,MicrosoftCorporationsBillGatesgaveaspeechtotheworldEconomicForuminwhichhemadethecasefora“creativecapitalism”.Gatesstatedthat,“suchasystemwouldhaveatwinmission:makingprofitsandalsoimprovinglivesforthosewhodontfullybenefitfrommarketforces.”College EnglishPara 7Gateshascertainlybeentruetohisword.In2000,heandhiswifeestablishedtheBill&MelindaGatesFoundation.Todaythefundhasassetstotaling$33.5billion.Itreceivedanotableboostin2006whenfamedinvestorWarrenBuffettannouncedthathewoulddonateahugeshareofhisfortunetotheFoundation.College EnglishPara 7Todate,Buffetthascontributedmorethan$6billion,andovertimeheisscheduledtocontributeadditionalstockthatisnowworthinexcessof$40billion.Theseeffortsshowthatthereismoretolifethanmoney,butitoftentakesmoneytodogoodthings.College EnglishBill Gates was born on Oct,28 in 1955 and grew up in Seattle with his two sisters.His father was a lawyer and his mother was a teacher.Bill Gates had his elementary school and high school education is Seattle.BillGatesCollege EnglishAnditwasduringthattimeBillfoundedthathisinterestslyinginwritingprogramsandbegantowriteprogramsat13.College EnglishIn 1973,Bill Gates was admitted by Harvard but he quitted from Harvard three years later.He put all his time and energy into designing programs for Microsoft Cooperation which established in 1975 by Bill and his friend Paul Allen.College EnglishBillGatesmarriedMelindaFrenchGatesonJanuary,1stin1994.Theyhavethreechildren.Inthesparetime,Billhaspassioninreadingbooksandplayinggolf.College EnglishWarren Buffett LifeuHisfinancialcareerbeganattheageof14.uAt26,hesetuphisfirstinvestmentpartnershipforfamilyandfriendswith$174,000.uAttheendof2008,hispersonalfortunewas$60billionandBerkshireHathaway,hisholdingcompany,wasvaluedat$200million.uBuffettlovescharity,preparingtocontribute$37billion,accountingfor85%ofhisproperty.College Englishwords for his sonHissondoesntfollowinhisfootsteps,butkeepsthefaithofWarrenBuffett,thatis:Enjoyingwhatyouaredoingeverydayisatruesuccess.Earningalotofmoneymaymakeyourich,butthatmeansseekingameaninglesslifebysacrificingyourhappiness.Thatmaybestupid.College EnglishText A OverviewCritical reading and thinking1.Scan Text A and completing the following table.The original version The modified versionThe invisible hands guides companies to strive for profits.Profit maximization is the right goal for a business.Free enterprise system is best for society.A firms principal goal should be to maximize the wealth of its stockholders.Free enterprise is still the best economic system for the country as a whole.Some constraints are needed for firms.Unit 2Business EthicsCollege EnglishExercise 2Argument11)awiderangeofregulationsareimposed2)assessingcostsoncompanies;BPoilspillArgument21)behaveethically;valueandreputation2)DontbeEvil3)creativecapitalism4)contributedmorethan$6billionCollege EnglishLanguage building upTask1-11.无形的手2.自由企业制度3.股东4.经济体制5.开发产品和服务6.市场力量7.金融机构8.严重衰退9.破产College EnglishLanguage building up10.stockprice11.mission12.corporatemotto13.assets14.maximizeprofits15.financialsystemCollege EnglishLanguage building upTask 1-2 1.Whenpoliticiansandeconomiststalkabout【market force】,theymeantheeconomicfactorsthataffecttheavailabilityofgoodsandthedemandsforthem,withoutanyhelpfromorcontrolbythegovernment.2.Thedramaticchangeinbusinessenvironmentmakesallindustriesfacedrasticcompletion.Thisisalsohappenedinthe【financial institutions】.College EnglishLanguage building upTask 1-2 3.A【free enterprise system】canbecontrastedwithasocialisteconomicsystem,whichdependsheavilyongovernmentplanningandpublicownershipofthemeansofproduction.4.TheoilpriceincreasespushedtheEuropeaneconomyinto【deep recession】.College EnglishLanguage building upTask 1-2 5.AdamSmithsfamous【invisible hand】theoryhasbeenmodifiedtocatertothecurrenteconomicsituation.6.Anindividualororganizationthatownsstocksinacorporationcanbecalled【stockholder】.College EnglishLanguage building upTask 1-2 7.Ineconomics,【profit maximization】istheshort-runorlong-runprocessbywhichafirmdeterminesthepriceandoutputlevelthatreturnsthegreatestprofit.8.Asocialistmarket【economic system】hasnowtakenshape,andthebasicroleplayedbythemarkethasbeenimprovedinthesphereofresourceallocation.College EnglishLanguage building upTask2-Signpostlanguage1.and2.Another3.also4.Notonly,but5.otherCollege EnglishLanguage building upTask 3-formal English 1.Smiths insightsledhimtoconcludethatprofitmaximizationistherightgoalforabusinessandthatthefreeenterprisesystemisbestforsociety.(understanding)2.Mostacademicstodaysubscribe tothefollowingmodifiedversionofAdamSmithstheory.(agree with)College EnglishLanguage building upTask 3-formal English 3.Throughthepoliticalprocess,societyimposes awiderangeofregulationsthataredesignedtokeepcompaniesfromengaginginpracticesthathurtsociety.(forces to be accepted)4.andthatmighthaveaseriousadverseeffectonlong-runoilsupplies.(bad)College EnglishLanguage building upTask 3-formal English 5.Anincreasingnumberofcompaniesseetheirmissionasmorethanjustmakingmoneyfortheirshareholders.(purpose)6.Consistentwiththismission,thecompanyhasitsownin-housefoundationthathasmadelargeinvestmentsinawiderangeofphilanthropic venturesworldwide.(charitable)College EnglishLanguage building upTask 3-formal English 7.Thereareotherinstanceswherecorporateleadershavedonatedpersonalfunds.(given)8.Itreceivedanotableboostin2006whenfamedinvestorWarrenBuffettannouncedthathewoulddonateahugeshareofhisfortunetotheFoundation.(famous)College EnglishText B Two views of social responsibility Para1:Governmentregulationandpublicawarenessareexternalforcesthathaveincreasedthesocialresponsibilityofbusiness.Butbusinessdecisionsaremadewithinthefirmandthere,socialresponsibilitybeginswiththeattitudeofmanagement.Twocontrastingphilosophies,ormodels,definetherangeofmanagementattitudestowardsocialresponsibilityCollege EnglishPara 2The economic modelAccordingtothetraditionalconceptofbusiness,afirmexiststoproducequalitygoodsandservices,earnareasonableprofitandprovidejobs.Inlinewiththisconcept,theeconomicmodelofsocialresponsibilityholdsthatsocietywillbenefitmorewhenbusinessisleftalonetoproduceandmarketprofitableproductsthatsocietyneeds.Theeconomicmodelhasitsoriginsinthe18thcentury,whenbusinesseswereownedprimarilybyentrepreneursorowner-managers.Competitionwasvigorousamongsmallfirms,andshort-runprofitsandsurvivalweretheprimaryconcerns.College EnglishPara 3Tothemanagerwhoadoptsthistraditionalattitude,socialresponsibilityissomeoneelsesjob.Afterall,stockholdersinvestinacorporationtoearnareturnontheirinvestment,notbecausethefirmissociallyresponsibleandthefirmislegallyobligatedtoactintheeconomicinterestofitsstockholders.Moreover,profitablefirmspayfederal,state,andlocaltaxesthatareusedtomeettheneedsofsociety.Thus,managerswhoconcentrateonprofitbelievethattheyfulfilltheirsocialresponsibilityindirectlythroughtaxespaidbytheirfirms.Asaresult,socialresponsibilitybecomestheproblemofgovernment,variousenvironmentalgroups,charitablefoundations,andsimilarorganizations.College EnglishPara 4The socioeconomic modelIncontrast,somemanagersbelievetheyhavetheresponsibilitynotonlytostockholders,butalsotocustomers,employees,suppliers,andthegeneralpublic.Thisbroaderviewisreferredtoasthesocioeconomicmodelofsocialresponsibility,whichplacesemphasisnotonlyonprofitsbutalsoontheimpactofbusinessdecisionsonsociety.College EnglishPara 5Recently,increasingnumbersofmanagersandfirmshaveadoptedthesocioeconomicmodelandtheyhavedonesoforatleastthreereasons.First,businessisdominatedbythecorporateformofownershipandthecorporationisacreationofsociety.Ifacorporationdoesnotperformasagoodcitizen,societycanandwilldemandchanges.Second,manyfirmsarebeginningtotakeprideintheirsocialresponsibil