we should consider relocating of . Mam jeszcze jedno zadanie - reading.
Read the artide and below and for each questlon 1-5 choose the correct answer a, b or c. Write your answers in the box below.
Ability to change is essential in the new business environment, as we found out when we talked to Bruce Chizen of Adobe Systems
Adobe Systems is a software company which survived the dot-com crash of the late 90s. As Bruce Chizen, its CEO, recalls, 'By that time, we had already refocused our business. Our strategy had several elements. First, we said we were going to focus our key markets. In other words, we were going to concentrate on creative professionals and people who really cared about the quality of the information they communicated.' They also decided to focus on documents and to streamline the company.
'Our mission hasn't changed,' he adds, 'lt's always been about developing, designing, marketing, selling software to help people to communicate better. But being able to stay with what we do well - and then growing the number of our constituents.(people who use our programmes) - was a major transformation for the company.
'The biggest growth opportunity for Adobe is around documents. On the desktop, our approach has been to use Acrobat. To date, we've only sold about 14 million new units of Acrobat. According to Microsoft, there are at least 200 million knowledge workers who have Microsoft Office. We believe at least 60 million of them want to send reliable documents - either through email, or on the web, or through networks. We think Acrobat is a great solution for that.1
The company has gone through various transformations. One involved changing the way we did business. The second involved focusing on new products. And the third involved moving toward new customer bases, especially business clients.
But, as Chizen recognizes, the key to successful change is the people working for the company. 'Employment was easy and attractive, so someone who left Adobe could get a job somewhere else with relatively little risk and a great deal of upside. In fact, back then, 20% of the people in the company were leaving on an annual basis, which is a lot. So the people who chose to stay really saw the potential in this company. And because we had committed employers, the mot:vation to change was there.
'The fact that we have had that kind of impact godety - and the belief that we could continue to have that impact on society - is, I believe, what has motivated our employees more than apythfng else. It certainly wasn't the money, because they could have gone to a lot of other places to get rich. It was the potential that we had as an organization, the richness of technology and innovation, and our ability to direct that against real customer solutions.'
'It was important that the employees felt proud about what they were doing; that they believed what they were doing was having an impact on the world. For example, the type you see is probably an Adobe font. The image you see on the web was probably touched by Adobe Photoshop. The title effect you see in a movie was probably enhanced by Adobe After Effects. And just about any important document you see on the web is communicated with PDF and Acrobat.