はしがき
本書は、ニューヨークタイムズとロイターの記事の中から、刻々と変化するグロ−バルビジネスにおけるさまざまなトレンドを紹介すると同時に、学習者が経済・経営に関する英文記事の読解を行い、ビジネス語彙を増やしていく目的で作成されました。
サブプライムローン（信用力の低い、個人向け住宅融資）問題に端を発したリーマン・ショック後、アメリカで起きた金融危機の影響は瞬く間に世界に広がりました。それにより、世界経済は大きく変化し、ビジネス分野においても、これまでとは異なる方法を模索したり、新たなビジネス戦略を練ったりと、柔軟な発想が求められています。
本書では、世界展開を行っている日本でも馴染みのある企業の最新動向や、日本経済・景気回復への課題、小売業界の環境問題への取り組み、世界的に活躍するスポーツ選手の社会的影響力、学生のキャリア選択状況、ソーシャルメディアとビジネス、健康とサプリメント、音楽と起業、幹部職における女性の起用、海外駐在生活の変化、違法コピー、携帯電話とビジネスマナーなど、幅広いビジネス分野の中から大学生にも親しみやすいテーマを選んでいます。

本書の構成
本テキストは全 15 課からなり、各 Unit は以下の構成になっています。
日本語リード各ビジネス分野の動向説明

Before You Read

各テーマに関わる質問応答

Vocabulary

語彙練習

Reading Passage

英文記事とキーワード

Grasp the Main Points

内容把握のための正誤問題

Look for Specific Information

詳しい内容に関する読解問題

Summary

記事のまとめに関する穴埋め問題

Discussion Topics

記事に関するディスカッショントピック

Research and Presentations

記事に関連する情報検索と発表＊ Summary の音声は教室用 CD に収録されており、リスニング練習もできます。
＊巻末には、各 Unit に出てくる主要な単語を集めた Word List を掲載しています。
本書を利用することにより、最新のビジネス動向を把握すると同時に、経済と経営分野における英文記事を興味深く読み、さらに TOEIC などに頻出する単語やビジネス分野の語彙を増やすことができるようになることを願っています。
最後に本書を作成するにあたり、数々のご助言をいただいた金星堂編集部の皆様に心より感謝いたします。
著者

Contents
Unit

1

Unit

2

Unit

Unit

Unit

UnitUnit

Unit

Unit

3456789Rebranding Disney Stores
ディズニー、IT を駆使した新店舗構想 ............................ 1
Intel’s New Ad Campaign

インテル、新たな広告キャンペーン展開 .......................... 7

Making Consumption “Sustainable”

小売り企業、環境指標の提案へ ..................................... 13

Which Career Will Be King?

経済危機後の新たなキャリア選択 ................................. 19

Balancing Growth and Job Stability

日本経済の行方、成長か安定か ..................................... 25

New Strategies at Starbucks

スターバックス、原点に戻り復活 ................................. 31

The Power of Global Sports Stars

世界におけるスポ―ツ選手の影響力 .............................. 37

Big Brands and Their Copycats

有名ブランドと氾濫する違法コピー .............................. 43Getting Women into Boardrooms

ノルウェー、法律化された女性幹部の起用 .................... 49

10Social Media and Airlines

11Health Food Prospects in Asia

Unit

12

Minding Your Manners at Work
デジタル時代のビジネスマナー ..................................... 67

Unit

13

The New Outsourcing Movement
海外外注の新しい動向 .................................................. 73

Unit

14

Turning Rock Stars into Entrepreneurs
ロックスターから起業家へ ........................................... 79

Unit

15

Changes in the Expatriate Haven
ビジネスマンの海外駐在生活に変化 .............................. 85

Unit

Unit

ソーシャルメディアと航空会社の対応 ........................... 55

アジア、食生活の変化で健康食品ブーム到来？ .............. 61

Word List ................................................................................. 91

Unit

Rebranding Disney Stores〜ディズニー、IT を駆使した新店舗構想〜

世界中で愛されているミッキーマウスやミニーマウスの生みの親、ウォルト・ディズニー社。
そのウォルト・ディズニー社が、お店の大規模な改装プランを打ち出しました。
親子で楽しめる新たな空間作りを目指すその店内には、様々な工夫が凝らされているようです。

Before You Read次

質問答。

1. Have you ever been to a Disney store? If yes, what did you think of it? If no,would you like to visit one someday?
2. Have you ever been to Tokyo Disneyland or Disneyland in any other countries?
If yes, what did you enjoy most? If no, would you like to visit one in the future?
3. What is your favorite Disney character, Disney TV program, or Disney movie?

Vocabulary
単語

日本語訳

選択肢選、記号書入。

1. strategic()

6. install()

2. aggressive()

7. merchandise()

3. hub()8. unveil()

4. makeover()9. lavish()

5. estimate()

10. notable()a. 商品

e. 設置する

i. 見積もる・推定する

b. 顕著なf. 中心・中枢・拠点

j. 豪勢な・物惜しみしない

c. 改装

g. 攻撃的・積極的なd. 戦略上のh. 明かす・発表する
1CD1-02

Reading Passage

The Walt Disney Company, with the help of Steven P.
drastically「大々的に、大幅に」

Jobs and his retailing team at Apple, intends to drasticallyoverhaul「見直す」

overhaul its approach to the shopping mall.

cut back「削減・縮小する」

At a time when many retailers are still cutting back orapproaching strategic shifts with extreme caution, Disney 5

put into motion「（計画を）実行に移す、動作を起こす」

reboot「切り替え、一新、再起動」

flagship「主力店舗（= flagship store）」

is going the other way, getting more aggressive and putting
into motion an expensive and ambitious floor-to-ceilingreboot of its 340 stores in the United States and Europe—
as well as opening new ones, including a potential flagshipin Times Square.

10

Disney Stores, which the media giant is considering
akin to「〜と同種・類似の」rebranding Imagination Park, will become more akin tocozy entertainment hubs. The chain’s traditional approachof displaying row after row of toys and apparel geared toDisney franchises will be given a high-tech makeover and 15

an array of「一連の」incorporated into a new array of recreational activities. The

clamor to「〜を強く要求すgoal is to make children clamor to visit the stores and stayる」

bolster「増強する、後押しする」

longer, perhaps bolstering sales as a result. Over the next
five years, analysts estimate that Disney will spend about$1 million a store to redecorate, reorganize and install 20
interactive technology.
“The world does not need another place to sell Disneymerchandise—this only works if it’s an experience,” said
Jim Fielding, president of Disney Stores Worldwide.
The company plans to unveil the new look in Southern 25
California, Long Island and Madrid, and is close to signinga lease for that Times Square flagship.
Theaters will allow children to watch film clips of theirown selection, participate in karaoke contests or chat live

embedded「埋め込まれた」

with Disney Channel stars via satellite. Computer chips 30

activate「起動・作動させる」

embedded in packaging will activate hidden features. Walk

Princess tiara「王妃の王冠」

by a “magic mirror” while holding a Princess tiara, forinstance, and Cinderella might appear and say something
to you. It’s your birthday? With the push of a button, eight2

13-foot-tall Lucite trees will crackle with video-projected
fireworks and sound. There will be a scent component; if
a clip from Disney’s “A Christmas Carol” is playing in thetheater, the whole store might suddenly be made to smell
5

Lucite tree「アクリル樹脂製の木」（ルーサイトは商標）

crackle「パチパチ音を立てる」

scent「におい、香り」

like a Christmas tree.
The makeover happened only after much internal debate
at the company. Indeed, some Disney board members
fretted that the concept was so lavish that parents would
try to use the stores as day care centers. Others worried

10

board member「取締役会・役員会のメンバー」

fret「懸念する、イライラする」

that people would come for the entertainment but not buy
anything. “It’s time to take risks,” Mr. Fielding said he told
them. “When consumers are ready to spend again, we will
be ready.”
The involvement of Mr. Jobs, the Apple chief executive

15

who joined the Disney board with the 2006 acquisition ofPixar, is particularly notable. For the first time, Mr. Jobs’s
fingerprints can be seen on Disney strategy, in the same
way that he influenced the look and feel of Apple’s own

20

immensely「非常に、とてimmensely popular retail chain. While Mr. Jobs did not

つもなく」

personally toil on the Imagination Park concept, he pushed

retail chain「小売店チェーン」

Disney to move far past a refurbishment.

toil on「骨折って働く、懸命“Dream bigger—that was Steve’s message,” said Andy
Mooney, chairman of Disney Consumer Products. Mr.
Jobs provided access to proprietary information about the25

fingerprint「指紋」（ここでは「はっきりした特徴」の意）

development and operation of Apple’s highly successfulに努力する」

refurbishment「改装、刷新、一新」

proprietary information「機密情報、極秘情報」

stores, and Disney executives visited Apple’s research
operation. Mr. Jobs also insisted that Disney build aprototype store to work out kinks, a costly endeavor that

prototype「原型、試作品」

most retailers skip. The company followed his advice. The30

prototype was crucial to shaping an overall philosophy.
Disney will adopt Apple touches like mobile checkouts(employees will carry miniature receipt printers in theiraprons) and the emphasis on community. The focus oninteractivity—parents will be able to book a Disney Cruise

35

on touch-screen kiosks while their children play—reflects
an Apple hallmark. Employees can use iPhones to control

hallmark「目立つ特徴、特質」

Unit 1 Rebranding Disney Stores3

those high-tech trees.
titan「巨人」

Disney is a merchandising titan whose licensed consumer
products generated $30 billion in global sales last year, up
from $12 billion when Mr. Mooney joined the company afleet「一団」

decade ago. But Apple is king of the mall. Its fleet of stores 5
generated sales of about $4,700 a square foot in 2008, by
far the highest for any retail chain.
The Disney board approved the Imagination Park concept
after touring the prototype and receiving hand-made books

pitch「売り込む」（cf. 売り込み口上は salespitch）

from Mr. Fielding that pitched the concept as “the best 10pit「競争させる」

landlords, trying to pit them against one another to secure

top-tier「一流の」top-tier locations and favorable leases.

30 minutes of a child’s day.” Now Disney is bringing inDressing up a toy store with entertainment is hardly
new. F.A.O. Schwarz has its famous floor piano, Toys “R” 15
Ferris wheel「観覧車」

Us operates a Ferris wheel inside its Times Square outpostoutpost「支店、出先機関」

and American Girl jazzes up its retail outlets with theaters

jazz up「派手にする、にぎand doll hair salons. But the emphasis on programming—

やかにもりたてる」

via the theaters, Disney is essentially creating a mallbased television channel—and the degree to which the 20razzle-dazzle「派手な宣伝、大げさな演出」

media giant is pouring on the razzle-dazzle in every store
is unusual.

Key words
page line
2
27 Times Square はニューヨーク市のミッドタウンにある繁華街、交差点の名称で、タイムズスクウェ
アには建物外壁のビルボードに、世界中の企業の広告や巨大ディスプレイ、ネオンサイン、電光看板が設置されている。
30 Disney Channel はディズニーが制作しているアニメやエンターテイメント番組を主に放映しているテレビチャンネル。
3
16 Pixar はアメリカの映像制作会社で、「トイ・ストーリー」や「モンスターズ・インク」など CG を用いたアニメーションを得意とする。
28 kink は計画などの欠陥、不備。work out kinks で、欠点を取り除く、問題を解決する。
34 Disney Cruise はフロリダとバハマにある、ディズニー社のプライベートアイランドの間を結ぶクルーズ。
35 touch-screen kiosk はタッチスクリーンでコンピューター予約できるコーナー、売店。
4
15 F.A.O. Schwarz はニューヨークの五番街にある大手玩具店。
15 Toys “R” Us は世界展開しているアメリカの玩具大型量販店。
17 American Girl は女児向けの人形やアクセサリーなどを売る会社。

4Grasp the Main Points
本文

内容合T、異F書入。

1. A lot of retailers are taking aggressive measures in the economic downturn
by renovating their stores in the U.S. and Europe.
2. The makeover of Disney Stores will cost $1 million in total.

()()

3. In order to improve sales of merchandise, Disney Stores are going to display(more Disney-branded products.

)

4. In the new Disney Stores, children will be able to watch their favorite filmclips, sing songs from the cartoons, and communicate with Disney Channel(stars via satellite.

)

5. The new Disney Stores will adopt a high-tech checkout system and emphasize(interactivity and entertainment.

)

Look for Specific Information
本文

内容

合選択肢選。

1. How did the board members react to the makeover plan for Disney Stores?
a. They were all enthusiastic about the plan.
b. They had to convince Mr. Fielding, the president of Disney Stores
Worldwide, of the importance of rebranding the Disney Stores.
c. Some were concerned that the customers would come to the store for theentertainment but not purchase products.
d. They were hesitant to adopt Apple touches like mobile checkouts.
2. What did the Apple chief executive Steve Jobs tell Disney they should do?
a. He advised Disney to build a model store to see how it would work in practice.
b. He advised Disney to visit other retail stores and learn from them.
c. He insisted that Disney should build a research center.
d. He insisted that Disney should create a hand-made book for the customers.
3. What is the main concept of the new Disney Stores?
a. Dream bigger.
b. It’s time to take risks.
c. Disney is a magic mirror.
d. The best 30 minutes of a child’s day.
Unit 1 Rebranding Disney Stores

5Summary空所

当選択肢選書入、CD

Disney’s aggressive (1.

確認。

CD1-03) to the re-launch of its fleet of stores has

the fingerprints of Apple chief executive and Disney board member Steve Jobs
all over it. After he urged them to go further than simply a (2.

), hegave them proprietary information about the hugely successful Apple stores.
The new (3.
have some Apple () entertainment hubs that Disney is creating will4.

) like mobile checkouts and an emphasis oncommunity. Disney is going against the (5.

) trend of cutbacks orcaution being followed by other retailers. It hopes that children will clamor toexperience the new stores and, through parents paying more, the company will
see greater (6.

).

renovation

touches

interactive

prevailing

approachprofits

Discussion Topics
次、話合。

1. Do you think the new plans for the Disney Stores will be successful?
2. Which features of the new Disney Stores appeal to you the most?
3. Why is Disneyland so popular?

Research and Presentations
次調、発表。

1. On the internet, research the corporate strategy/corporate philosophy of alarge company. Report to the class on what its aims are.
2. Choose a retailer that needs a makeover. Make a presentation on what you
think the problems are and what you would do to improve the company’sperformance.

6