Questions 13-18
to creativity in the workplace,
Read the article below about changing attitudes
and the questions on the opposite page.
D) your Answer Sheet.
F o r each question (13-18), mark one letter (A, B, C or on
CREATIVITY IN THE WORKPLACE
Nowadays, many UK companies are striving to be 'promoting creativity means
reevaluating most
It
more creative. But according to a recent survey of what we knoW about management. means
ol senior managers, the lack of a can-do mentality organisations must be prepared to invest in ideas
without being sure oI the return on that
amongst employees and aversion to risk is
an
business. Many think there is Katrina Murray agrees with this
nindering British investment. at the measured
delivering results quickly,
focus on view. "Businesses are expert
too much approach, which involves analysis and risk
which leaves insufficient time to think creatively.
Some complain that a lack of coherent vision on avoidance. But there is another approach, which
creativity prevents their organisation from being involves intuition and not always looking at the
is hard
more innovative. bottom line. What
is establishing a
these
Yet while senior managers mayregretthethe lack working environment in which both
of creativity, they must take much
for the
of blame approaches
Until
function simultaneously
can
Nevertheless, there are some pleasing
creating situation. recently,
successive generations of management ignored indicators of progress in this area. Many of the
innovative ideas from employees. Indeed, new senior managers interviewed in the survey say
ways of thinking were often regarded as an their organisations have adopted a number of
unwanted distraction, and original thinkers strategies to encourage individuals to channel
received that
little support. Despite the fact
many organisations are now taking steps to re
their creativity. Among these are giving open and
honest feedback, allowing employees the
orient the business culture to promote creativity, freedom to measure their performance against
it is not surprising., given this background, that a more flexible goals, and higher toleration levels
creative environment is hard to establish. of failure. Senior managers also recognise
tha
Another related issue is raised by Katrina the way an organisation is led and managed is
partner to building a creative environment and
Murray, a
in management consultancy: critical
a
While many senior managers still complain that
about the lack of support for creativity in their play.
they themselves have an important role to
organisations, they also fail to appreciate the But there are some experts who believe an
contribution that they themselves can make. In even fundamental change is needed. Tom
more
some companies, there is perception that only Robertson,
a
of creative a professor educato
managers at board level can inluence the believes that the lack of creativity in companies
company culture. Murray feels that such is a problem that
originated in schools a
organisations are unlikely to change. For her, universities. The solution, he says, lies m
creativeorganisationsare made up of enlightened educational policies. "There ar
individuals who believe they can dictate their already signs of this, but creativity s
own future. Companies need to be able to spot concentrated in certain sectors, suc
these individuals and gently encourage them to pharmaceuticals, advertising and the
lead the way.
These sectors have always valued creativity,
It is also necessary for senior
managers to re the real challenge will be to shift some
examine their role. ACcording to Alex Sadowski, sectors practices into more tra nal
an American professor of management science, manulacturing and service companies.
Reading
13 Many senior managers feel that organisations have difficulties innovating
because of
A a poor level of skills among employees.
an emphasis on rapid achievement.
an increased risk associated with change.
an insistence on a standard company philosophy.
14 According to the writer, many organisations today are
A finding it easier to introduce a creative approach.
having problems understanding innovation as a concept.
C actively developing the conditions for a creative approach.
resisting innovative staff suggestions.
15 In the third paragraph, Katrina Murray expresses the view that
A top management must dictate the pace of change.
some employees lack a commitment to change.
most organisations are incapable of bringing about effective change.
some senior managers underestimate the role they can play in achieving
change.
16 Alex Sadowski and Katrina Murray agree that to be truly innovative,
organisations must
A invest in the right managers.
B place less emphasis on financial considerations.
C have a double focus to their policies.
D adopt an approach with clearly defined stages.
17 According to the survey, which of the following strategies has been introduced
to encourage creativity?
a greater acceptance of error
financial rewards for higher levels of creativity
C the introduction of specific performance targets
D the promotion of creative individuals to senior posts
18 Tom Robertson believes that, in the future, it will be difficult to achieve
an educational system that encourages
creativity.
a combination of practices that promote creativity.
B
C the spread of creativity to a range of businesses.
D a greater respect for creativity in pharmaceutical companies.
23
Questions 19-33
Read the article below about doing business online.
C h o o s e the best word or phrase to fill each gap from A, B, C or D on the opposite
page.
(19-33), mark one letter (A, B, C D) on your Answer Sheet.
For each question or
.There is an example at the beginning (0).
The Secret of Success for Online Businesses
The secret of success in electronic commerce (0) in placing a new emphasis on
a well-established area. That area is customer service, which is now the only point of
(19) . .between a business and the buying public.
There are a number of factors in a real-world shop that (20) . . people's percep-
tions of a business: these (21) . . . the location and the appearance of the premises,
the quality and the pricing of the merchandisc or services, and the behaviour of the
staff
However, ifa company is trying to make a good impression with online customers,
most of these factors do not (22) . . . a part. In the (23) . . . . . o f these factors, the
way customers are (24) . . . when they have a reason to call has a fundamental
efect on a company's ability to retain them as customers. Even more than regular tele-
phone or in-person customers, web customers are impatient, easily frustrated and
always conscious that they have other places where they can (25)..their busines.
Preventing them from doing that means meeting them on their own (26)....... and
providing them with what they want.
This necessity, in (27). . means that companies that sell the
over net must get
back-end functions right. Imposing (28) ... . requirements on customers will not
work; business that (29)....
a on customers
emailing for assistance instead of using
the phone, for example, will lose repeat custom.
If the phone is used, it must be answered (30) and the staff should look for
,
ways of helping even the most awkward customers (31) . . as is more usual,
trying to find some
(32). .. to blame the customer for
any problem.
An important, final point is that it is vital that all addresses, web links and phone
numbers work properly and efficiently. This ought to (33)
Experience, however, shows that it does not.
. without saying.
.
Readny
Example:
A stays B lies C exists stems
A B C D
19 A relationship B association C meeting D contact
20 A force B determine decide D fix
21 A enclose 3 consist C include D Contain
22 A 9get run play D have
23 A absence B lack C need D Scarcity
24 A cared treated dealt D considered
25 A deliver 3 bring move D take
26 A Policies B standards terms D conditions
27 A turn B sequence C line D order
28 A dense B rigid C deepP D solid
29 A demands B insists Cexpects D instructs
30 A punctuallyY B precisely C promptly presently
31 A apart from B other than C except for D rather than
32 A case B excuse C fault D purpose
33 A do B make C go D Come
25
