The Making of a Success Story
(1) IKEA is the world's largest furniture retailer, and the man behind it is Ingvar Kamprad, one of the world's most successful entrepreneurs. Born in Sweden in 1926, Kamprad was a natural business man. As a child, he enjoyed selling things and made small profits from selling matches,seeds and pencils in his community. When Kamprad was ! 7, his father gave him some money as a reward for his good grades. Naturally he used it to start up a business-- IKEA.
(2) IKEA's name comes from Kamprad's initials (I.K.) and the place where he grew up (E and A).
Today IKEA is known for its modem, minimalist furniture, but it was not a furniture company in the beginning. Rather, IKEA sold all kinds of miscellaneous goods. Kamprad's wares included anything that he could sell for profits at discounted prices, including watches, pens and stockings.
(3) IKEA first began to sell furniture through a mail-order catalogue in 1947. The furniture was all designed and made by manufactures near Kamprad's home. Initial sales were very encouraging, so Kamprad expanded the product line. Furniture was such a successful aspect of the business that IKEA became solely a furniture company in 1951.
(4) In 1953 IKEA opened its first showroom in Almhult, Sweden. IKEA is known today for its spacious stress with furniture in attractive settings, but in the early 1 950s, people ordered from catalogues. Thus response to the first showroom was overwhelming: people loved being able to see and try the furniture before buying it. This led to increased sales and the company continued to thrive. By 1955, IKEA was designing all its own furniture.
(5) In 1956 Kamprad saw a man disassembling a table to make it easier to transport. Kamprad was inspired. The man had given him a great idea: flat packaging. Flat packaging would mean lower shipping costs for IKEA and lower prices for customers. IKEA tried it and sales soared.
The problem was that people had to assemble furniture themselves, but over time, even this grew into an advantage for IKEA. Nowadays, IKEA is often seen as having connotations of self-sufficiency. This image has done wonders for the company, leading to better sales and continued expansion.
(6) Today there are over 200 stores in 32 countries. Amazingly, Ingvar Kamprad has managed to keep IKEA a privately-held company. In 2004 he was named the world's richest man. He currently lives in Switzerland and is retired from the day-today operations of IKEA. IKEA itself, though, just keeps on growing.
1. Paragraph 2 __________
2, Paragraph 3 __________
3. Paragraph 4__________
4. Paragraph 5 __________
A. Ingvar Kamprad--a Born Businessman
B. Success Brought by the Introduction of Showrooms
C. The Origin of IKEA
D. Specialization in Selling Furniture
E. Flat Packaging-- a Feature of IKEA
F. World-wide Expansion oflKEA
5. Even when he was only a child, __________
6. __________ , and years later became a big company specialized in manufacturing and selling of furniture.
7. Customers liked the idea oflKEA's showrooms because__________
8. As flat packaging saves money for both IKEA and the customers,__________
A. IKEA began as a small store selling all kinds of cheap things
B. it is highly welcomed by both
C. Ingvar Kamprad showed interest in and talent for doing business
D. he lives happily in retirement
E. Here they can see and try the furniture they are going to buy
F. Ingvar successfully manages the company all by himself
Is There a Way to Keep the Britain's Economy Growing?
(1) In today's knowledge economy, nations survive on the things they do best. Japanese design electronics while Germans export engineering techniques. The French serve the best food and Americans make computers.
(2) Britain specializes in the gift of talking. The nation doesn't manufacture much of anything. But il has lawyers, stylists and business consultants who earn their living from talk talk and more talk The World Foundation think tank says the UK's four iconic jobs today are not scientists engineers, teachers and nurses. Instead, they're hairdressers, celebrities, management consultant,and managers. But can all this talking keep the British economy going? The British govemmenl thinks it can.
(3) Although the country's trade deficit was more than 60 billion in 2006, UK's largest in th postwar period, officials say the country has nothing to worry about. In fact, Britain does hay a world-class pharmaceutical industry, and it still makes a small sum from selling arms abroad.It also trades services- accountancy, insurance, banking and advertising. The government believes Britain is on the cutting edge of the knowledge economy. After all, the country .Shakespeare and Wordsworth has a literary tradition of which to be proud. Rock'n' roll is at English language medium, and there are billions to be made by their cutting-edge bands, hother words, the creative economy has plenty of strength to carry the British economy.
(4) However, creative industries account for only about 4 percent of UK's exports of goods an services. The industries are finding it hard to make a profit, according to a report of thNational Endowment for Science, Technology and the Arts. The report shows only 38 percen of British companies were engaged in "innovation activities", 3 percentage points below the EU average and well below Germany (61 percent) and Sweden (47 percent).
(5) In fact, it might be better to call Britain a "servant" economy--there are at least 4 million people "in service", The majority of the population are employed by the rich to cook, clean,and take care of their children. Many graduates are even doing menial jobs for which they do not need a degree. Most employment growth has been, and will continue to be, at the low-skill end of the service sector--in shops, bars, hotels, domestic service and in nursing and care homes.
9. Paragraph 2__________
10. Paragraph 3 __________
11. Paragraph 4 __________
12. Paragraph 5 __________
A. Growth of Economy
B. "Servant" Economy
C. Strength of the Creative Economy
D. Weakness of the Creative Economy
E. Gift of Talking
F. Export of Talking Machines
13. Every country has its own way __________
14. The British government doesn't seem __________
15. The creative industries find it difficult__________
16. Many graduates are employed __________
A. to find jobs
B. to do low-skill lobs
C. to feed its people
D. to handle disputes
E. to make a profit
F. to worry about the British economy