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© Pearson Education Limited 2005
The right of Tonya Trappe and Graham Tullis to be identified as authors of this Work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the Publishers.
First published 2005
ISBN 0 582 847966
Set in Economist Roman 10.5 /12.5
Printed in Spain by Mateu Cromo, S.A. Pinto (Madrid)
The authors would like to thank our editors, Ian Wood and Stephen Nicholl, and the following people and organisations for their assistance: Kris Neymarc, Regis Faucon, Julien Griffon, Laurence Baierlein, Gilles Begum, Henriette Tullis, Sarah Hamberg, Anne Attanasio, Olivier Dexheimer, jean Pierre Masson, Michel Foucre, Insead Fontainebleau and Harvard Business School. We would also like to thank the students and staff at ESIEA Paris, Pole universitaire Leonard de Vinci and L’universite de Paris XII.
The publishers would like to thank the following people for their help in piloting and developing this course: Irene Barrall, UK; Richard Booker and Karen Ngeow, University of Hong Kong; Louise Bulloch, Intercom Language Services GmbH, Hamburg; Steve Bush, The British Institute Florence; William Cooley, Open Schools of Languages, Madrid; Peter Dunn, Groupe ESC Dijon, Bourgogne; Adolfo Escuder, EU Estudios Empresariales, University of Zaragoza; Wendy Farrar, Universita Cattolica del Sacro Cuore, Piacenza; Andrew Hopgood, Linguarama, Hamburg; Ann-Marie Hadzima,
Dept of Foreign Languages, National Taiwan University, Taiwan; Samuel C, M, Hsieh, English Department, Chinese Culture University, Taipei; Laura Lewin, ABS International, Buenos Aires; Maite Padros, Universitat de Barcelona; Louise Pile, UK; Jolanta Korc-Migon, Warsaw; Giuliete Aymard Ramos Siqueira, Sao Paulo; Richmond Stroupe, World Language Center, Soka University, Tokyo; Michael Thompson, Centro Linguistico Universita Commerciale L Bocconi, Milan; Krisztina Tull, Europai Nyelvek Studioja, Budapest.
The publishers are grateful to The Economist for permission to adapt copyright material on pages 9 (©2002), 17 (©2003), 35 (©2003),
43 (©2003), 51 (©2001), 70 (©2003), 87 (©2003), 103 (©2002), 121 (©2003). All articles copyright of The Economist Newspaper Limited. All rights reserved,
We are also grateful to the following for permission to reproduce copyright material:
Gruner & Jahr USA Publishing for extracts from “A Full House” by William Breen first published in Fast Company Magazine, January 2001 and “Failure is Glorious” by Ian Wylie October 2001, both © 2001 Gruner & Jahr USA Publishing, reprinted with permission; and Business Week for extracts by Robert D Hof published in Business Week Magazine December 3rd 2001 and by Pete Engario, Aaron Bernstein and Manjeet Kripalani published in Business Week Magazine February 3rd 2003; Nike for page 25,
Al Pix for pages 20, 80, 94 top right; Ace Stock for pages 71, 74;
Apple for pages 27,127,131 top right, cover centre; Alamy for pages 43 inset, 55 right, 56, 94 top left, 124; Alessi/Wier Willats Associates for pages 128 bottom, 129 top; Art Directors & TRIP for page 115; Associated Press for page 131 top left; Bellagio for page 75; Britvic Soft Drinks Ltd for page 50 (Pepsi); Camera Press for pages 125,140 bottom; Corbis for pages 9,10 top left, 14, 22, 26, 41, 42, 43 right, 46, 47, 51, 85 (Reuters), 86, 97,101,103,128 top middle left, Б1 bottom left, cover left and right; Tim Cottingham for page 99; DK Picture Library/Bellagio for pages 76, 77, 82; eBay Inc for page 95 bottom; easyjet Airline Company for page Ю bottom left and bottom right; The Economist for page 43 left; Ecoscene/Barry Hughes for page 144 top left; Empics/Neal Simpson for page 17; Energizer for page 54; Ferretti for page 49; Freeplay/Splash Communications for page Б1 top middle and bottom middle; Getty for pages 33 (Illustration Works), 52 (Stone), 94 bottom left (Stone), 123 (Image Bank), 128 top right (Hulton Archive); Image Source for pages 117,133; Image State for pages 78,106; J C Mandarin Hotel, Shanghai for page 28; jaguar Cars for page 50; L’Oreal for pages 50 (Gamier) and 54; OK Magazine for page 92 top; PA Photos for pages 10 top right, 35, 36,
38, 54 (Apple), 67, 69, 72, 87, 90, 102, 104, 108 right, 126, Б8 bottom, 144 bottom left, 144 bottom right; Panos Pictures/Fernando Moleres for page 60; Pearson Education for pages 55 left and middle, 94 bottom right and Б1 bottom right; Photofusion for page 91; Philips Electronics Ltd for page 31; Picture Desk/Columbia/Kobal Collection for page 30; Powerstock for pages 11,12; Punchstock/Digital Vision for pages 100,122, /Image 100 for pages 39, 65, Б4, /PhotoDisc for page 34 left; Reporters Archives, Belgium for page 70; Reuters for page 95 top; Rex Features for pages, 15, 25, 45, 62, 66, 88, 92 bottom, 94 middle, 108 left, 118,129 bottom, Б7,140 top, 144 top right; A Salah for page 6; Science &s Society Picture Library for page 128 top middle right (Science Museum) and top left (National Museum Photography Film 6* TV); South American Pictures/Tony Morrison for page 48; Sporting Pictures for page 16; Stockbyte for page 34 right; Regis Sultan -for page 64; Telegraph.co.uk for page 138 top; Zefa for page 107.
We have been unable to trace the copyright holder of the American Express logo on page 54 and would welcome any information enabling us to do so.
Front cover images supplied by Corbis (left and right) and Apple (centre).
Picture Research by Hilary Luckcock.
Kevin Kallagher for 7, 53, 54, 59, 95,119 and 121; John Stainton for 23 and 111.
Designed by Luke Kelly and Wooden Ark