9. 我鼓励高层人才学会身兼数职，我自己就是这样，而我不 应该是唯一一个这样做的人。
10. 还有许多年轻人才被困在了营销或其它岗位上得不到提 升，这些岗位通常被认为没有什么晋升前途。
LOGO
❖ The fortune of FIAT is declining since the 1970s. Italian streets once had 3 FIATs out of every 4 cars. However, the enhanced free trade within EU and competition from Korean and Japanese cars ate into its domestic market share, which dropped to 32% in 2008. Market share in Western Europe also dropped from 13.8% in 1990 to 8.3% in 2008.
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Байду номын сангаас收益。
7. 我把“菲亚特500”看作是我们的“苹果iPod”。
8. 但是，那样做会引起员工的不满，也会对我们公司的形象 以及在意大利的市场份额造成消极影响。
Fiat
Fiat
❖ FIAT, or full name “Fabbrica Italiana Automobili Torino” (Factory Italian Automobile Turin), is an Italian automobile manufacturer, engine manufacturer, financial and industrial group based in Turin, Italy. Fiat was founded in 1899 by a group of investors including Giovanni Agnelli. Fiat has also manufactured railroad vehicles, tanks and aircraft. As of 2009, Fiat is the world’s 6th largest carmaker as well as Italy’s largest carmaker. It controls nearly all Italian car brands existed today, i.e. Lancia, Alfa Romeo, Maserati and Ferrari.
Supplementary Reading
❖Inside Cisco’s Search for the Next Big Idea ❖Rebuilding Companies as Communities
Key
❖ A. ❖ 1. disgruntled 2. counterpart 3. wholesale 4. laughingstock
LOGO
Unit 11
Fiat’s Extreme Makeover
Contents
1
Background information
2
Topics for discussion
3
Supplementary Reading
Background information
❖ The Innovation of Corporate Culture ❖ Fiat ❖ Sergio Marchionne ❖ Cinquecento
discussing in automobile industry ❖ the existing condition or state of affairs ❖ extremely good and of the highest quality, rank , or importance;
greatly/very much ❖ to be similar to, or at the same level as something ❖ more value for the money we spend on it ❖ loyal to a belief, organization, or group, and willing to work hard for it ❖ to get rid of sth./sb. that is no longer wanted
Sergio Marchionne
Sergio Marchionne
❖ Sergio Marchionne (born June 17, 1952 in Chieti, Italy) is an Italian businessman trained in Canada and is the successful fifth CEO at the struggling Italian automaker Fiat. In January 2006 he was also elected Chairman of the European Automobile Manufacturers Association (ACEA).
❖ Fiat 500’s propaganda film
Topics for discussion
❖What role should a CEO play in a corporation?
❖What qualities and leadership skills should a leader have to achieve success in his post?
The Innovation of Corporate Culture
❖ What is corporate culture? ❖ Why should we innovate corporate culture? ❖ How to establish the innovation of culture?
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”。
5. offset ❖ 6. savvy 7. bottlenecks 8. accountable 9. status quo 10.
shed ❖B ❖ make great progress ❖ having positive net income/making a profit; to be what people are
C
1. 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。