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1、Unit 4 Great ideasQuotationDr. Linus Pauling (1901-1994) American chemist, Nobel Prize Winner for chemistry in 1954 and Nobel Peace Prize Winner in 1962The best way to have a good idea is to have a lot of ideas. You may have a lot of ideas before coming up with the big one.Ideas are the beginning po
2、ints of all fortunes.The man with a new idea is a crank until the idea succeeds. The value of an idea lies in the using of it. Ideas must work through the brains and the arms of good and brave men, or they are no better than dreams. Ideas not coupled with action never become bigger than the brain ce
3、lls they occupied. Often the difference between a successful person and a failure is not one has better abilities or ideas, but the courage that one has to bet on ones ideas, to take a calculated risk - and to act. Quotations about ideasStarting upAWhich of the following statements do you agree or d
4、isagree with? Why? 1 There are no new ideas 2 Most of the best ideas are discovered by accident. 3 Research and development is the key to great business ideas. 4 There is nothing wrong with copying and improving the ideas of others. 5 The best way to kill an idea is to take it to a meeting.BWhat sho
5、uld companies do to encourage new ideas?VocabularyVerb & noun combinationsAVerbs 1 exploit 3 win 5 enter 2 extend 4 make 6 seeNouns a) an award c) a range e) an opening b) an opportunity d) a market f) a breakthrough bad cfeMake word partnerships about the benefits companies get from great ideas.BMa
6、ke word partnerships about the benefits customers get from great ideas.Verbs 1 save 3 meet 5 protect 7 reduce 2 fill 4 solve 6 enhanceNouns a) waste c) a gap e) a need g) the b) status d) a problem f) time environmentf ce dg baVocabularyVerb & noun combinationsGreat ideas are generated in different
7、ways. Sometimes an idea may simply be when a company an opportunity to .the product range, to offer more choice to existing customers. Or a great idea could allow a company to a market which was closed to it before. Companies which are prepared to spend a lot on R & D may . a breakthrough by having
8、an original idea for a product which others later copy, for example Sony and the Walkman. On the other hand, some products are developed in response to customer research. They come from customer ideas. These productsa real need. Or the product does something similar to another product, but faster, s
9、o it time. Some people will buy new products because the product . their statusmakes them feel more important. Other people will buy any green product which . waste or the environment, even if it is more expensive. If an idea is really goodperhaps the product.a gap in the marketit may even . an awar
10、d for innovation.exploits extend entermakemeet saves enhancesreducesprotectsfills winListeningDeveloping new ideasListen and answer the following questionsWhat kind of company is Isis?Isis Innovation is a company owned by the University of Oxford.What do they do?Their job is to turn the ideas develo
11、ped in the Universitys research laboratories into commercial opportunities.How could they do this?They do this by either negotiating licenses or by helping start new companies.ListeningDeveloping new ideasListen to the first part of the interview and answer the questionsA1a) Where do the ideas come
12、from?They come from Oxford Universitys research laboratories.1b) How does Isis turn them into commercial opportunities?They do it by negotiating licenses or helping researchers start new companies.2a) No, but they have started a company that uses their technology to make car bodies more quickly and
13、more economically.2b)Yes, they have started a company that makes beehives to help fruit production in orchards.2c) No, but they have started a company that trains archaeologists to use computer techniques and sells them the software they need.BListeningDeveloping new ideasListen to the second part o
14、f the interview and complete the extract.To build a company on university _, you have to bring together a number of components. The first thing you need is a _, which we help the researchers to _. We can then use this business plan to raise the _ - the cash that you need to _ the business. This come
15、s from private _.sciencebusiness planwriteinvestmentstartinvestorsReadingThree great ideasArticle 1 Double your moneyAlka-Seltzer is a brand name owned by the German Bayer Corporation for a line of medications sold over the counter and taken by rapidly dissolving tablets that form an effervescent solution in water.ReadingThree great ideasArticle 2 Buying without shopsSears, Ro
