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3 Joe Lawson is founder and Managing Director of Lawson Engineering, a medium sized, privately owned family
business specialising in the design and manufacture of precision engineering products. Its customers are major
industrial customers in the aerospace, automotive and chemical industries, many of which are globally recognised
companies. Lawson prides itself on the long-term relationships it has built up with these high profile customers. The
strength of these relationships is built on Lawson’s worldwide reputation for engineering excellence, which has
tangible recognition in its gaining prestigious international awards for product and process innovation and quality
performance. Lawson Engineering is a company name well known in its chosen international markets. Its reputation
has been enhanced by the awarding of a significant number of worldwide patents for the highly innovative products
it has designed. This in turn reflects the commitment to recruiting highly skilled engineers, facilitating positive staff
development and investing in significant research and development.
Its products command premium prices and are key to the superior performance of its customers’ products. Lawson
Engineering has also established long-term relationships with its main suppliers, particularly those making the exotic
materials built into their advanced products. Such relationships are crucial in research and development projects,
some of which take a number of years to come to fruition. Joe Lawson epitomises the ‘can do’ philosophy of the
company, always willing to take on the complex engineering challenges presented by his demanding customers.
Lawson Engineering now faces problems caused by its own success. Its current location, premises and facilities are
inadequate to allow the continued growth of the company. Joe is faced with the need to fund a new, expensive,
purpose-built facility on a new industrial estate. Although successful against a number of performance criteria, Lawson
Engineering’s performance against traditional financial measures has been relatively modest and unlikely to impress
the financial backers Joe wants to provide the necessary long-term capital.
Joe has become aware of the increasing attention paid to the intangible resources of a firm in a business. He
understands that you, as a strategy consultant, can advise him on the best way to show that his business should be
judged on the complete range of assets it possesses.
Required:
(a) Using models where appropriate, provide Joe with a resource analysis showing why the company’s intangible
resources and related capabilities should be taken into account when assessing Lawson Engineering’s case
for financial support. (12 marks)
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更多 “ 3 Joe Lawson is founder and Managing Director of Lawson Engineering, a medium sized, privately owned familybusiness specialising in the design and manufacture of precision engineering products. Its customers are majorindustrial customers in the aerospace, automotive and chemical industries, many of which are globally recognisedcompanies. Lawson prides itself on the long-term relationships it has built up with these high profile customers. Thestrength of these relationships is built on Lawson’s worldwide reputation for engineering excellence, which hastangible recognition in its gaining prestigious international awards for product and process innovation and qualityperformance. Lawson Engineering is a company name well known in its chosen international markets. Its reputationhas been enhanced by the awarding of a significant number of worldwide patents for the highly innovative productsit has designed. This in turn reflects the commitment to recruiting highly skilled engineers, facilitating positive staffdevelopment and investing in significant research and development.Its products command premium prices and are key to the superior performance of its customers’ products. LawsonEngineering has also established long-term relationships with its main suppliers, particularly those making the exoticmaterials built into their advanced products. Such relationships are crucial in research and development projects,some of which take a number of years to come to fruition. Joe Lawson epitomises the ‘can do’ philosophy of thecompany, always willing to take on the complex engineering challenges presented by his demanding customers.Lawson Engineering now faces problems caused by its own success. Its current location, premises and facilities areinadequate to allow the continued growth of the company. Joe is faced with the need to fund a new, expensive,purpose-built facility on a new industrial estate. Although successful against a number of performance criteria, LawsonEngineering’s performance against traditional financial measures has been relatively modest and unlikely to impressthe financial backers Joe wants to provide the necessary long-term capital.Joe has become aware of the increasing attention paid to the intangible resources of a firm in a business. Heunderstands that you, as a strategy consultant, can advise him on the best way to show that his business should bejudged on the complete range of assets it possesses.Required:(a) Using models where appropriate, provide Joe with a resource analysis showing why the company’s intangibleresources and related capabilities should be taken into account when assessing Lawson Engineering’s casefor financial support. (12 marks) ” 相关考题
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(b) What are the advantages and disadvantages of using a balanced scorecard to better assess the overallperformance of Lawson Engineering? (8 marks)
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4 Chris Jones is Managing Director of Supaserve, a medium-sized supermarket chain faced with intense competitionfrom larger competitors in their core food and drink markets. They are also finding it hard to respond to thesecompetitors moving into the sale of clothing and household goods. Supaserve has a reputation for friendly customercare and is looking at the feasibility of introducing an online shopping service, from which customers can order goodsfrom the comfort of their home and have them delivered, for a small charge, to their home.Chris recognises that the move to develop an online shopping service will require significant investment in newtechnology and support systems. He hopes a significant proportion of existing and most importantly, new customers,will be attracted to the new service.Required:(a) What bases for segmenting this new market would you recommend and what criteria will help determinewhether this segment is sufficiently attractive to commit to the necessary investment? (10 marks)
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I'm Michael Bush, Managing Director of Hoogle Engineering. I am pleased to welcome you here to our website and I'd like to tell you a little about the company and its organization. Hoogle Engineering
Im Michael Bush, Managing Director of Hoogle Engineering. I am pleased to welcome you here to our website and Id like to tell you a little about the company and its organization. Hoogle Engineering was set up in 1960. It was divided into several departments at that time, such as the sales department, marketing department, and production department. Lots of managers were employed to manage it all.Fortunately things are different now. Sixty people are employed by Hoogle and communication between departments is considered to be one of the most important aspects of the business. The market is global so we need to make contact with customers worldwide, not just locally.But in the old days we were all in different departments and never spoke to each other. We had a tall structure. Traditionally we had people at the first level on the shop floor, manufacturing products according to the instructions which they were given. Then you had a supervisory level of people who supervised them every day. Then you moved up to the middle management, who were doing the tasks of getting new business, and then you had the senior management team, and then you had the board, who decided the business strategy. So there were a lot of levels in the company in the old days actually.The structure today is that we form. teams within teams to place people who can manufacture a product. Each team has members that can manufacture different products. The actual teams now are self-managing, so we dont even have team leaders. Youve got the teams, and then youve got two people, only two people, who are what you think of as management. This is generally called flat structure.21. Hoogle Engineering was set up in().A. the nineteenth centuryB. the twentieth centuryC. the twenty first century22. There are many different()of management in a tall structure.A. kindsB. levelsC. functions23. People in a flat structure usually work in().A. departmentsB. familiesC. teams24. All of the following statements are true according to the passage EXCEPT that().A. communication in the company is becoming more and more importantB. the author thinks the two structures have the same functionsC. there are more individual responsibilities in the flat structure25. The best title for the passage is().A. Organization Structure in Hoogle EngineeringB. History of Hoogle EngineeringC. Success in Hoogle engineering
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Directions:The following isan introduction of a company.After reading it, you should give brief answers to the five questions ( No.56 to No. 60) that follow. The answers（in not more than 3 words）should be written after the corresponding numbers on the Answer Sheet.Ditis Hong Kong Ltd is a manufacturer of security products and peripheral equipment, knowledge-based company. All of our managers has high technical education and fluently spoken English, Chinese, Japanese and Russian. We major in professional digital security products. Our products with advanced technology, stable performance, cost-effective, stylish design, excellent quality, has won the trust of customers and a wide range of popular.Being a professional manufacturer of security products, we value Innovation, Dedication and Superiority, and satisfy our customers by adding new designs and features to our products according to customers needs.Our service knowledge is second to none. We really appreciate your business and hope to deal with you again.We sincerely welcome customers to visit and give us your advice.41．What kind of company is Ditis Hong Kong Ltd?Ditis Hong Kong Ltd is a manufacturer of ________ and peripheral equipment, knowledge-based company.42. What’s the educational background of the managers in Ditis Hong Kong Ltd?All of our managers has ________________.43. What’s the major products of the company?They major in ______________ products.44. How can the company satisfy its customers?It satisfies its customers by adding ____________to our products according to customers needs45. How about the service and knowledge of the company?Our service knowledge is ___________.
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Software engineering is the science and art of specifying, designing, implementing, and(66)with economy, timeliness and elegance, programs,(67)and operating procedures whereby computers can be made useful to humanity.This definition implicitly sets(68)the basic goal of software engineering research and development: The basic goal of software engineering is to facilitate specification, design, implementation and evolution of programs, documentation and operating(69)which are useful to humanity in an economic,(70)and elegant manner(using the appropriate science and art).A．envelopmentB．envelopingC．evolvementD．evolving
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In software engineering the design phase is divided into（ ）。A.system design and detailed designB.computer design and program designC.system design and hardware designD.computer design and detailed design
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Is requirements engineering,requirements elietation is the practiceof collecting the requirements of a system frce users,customers and other stakeholders. Is the following practices （）is rarely used in requirements elicltationA.brain storningB.interviewC.questionnaireD.monte carlo analysis
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????????Software engineering is the study and application of engineering to the （71）??development and maintenance of software??????????A.A.researchB.B.managementC.C.assemblyD.D.design
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Software engineers apply the principles of software engineering to the design, development, ( ),testing, and evaluation of the software and systems that make computers or anything containing software work.A.RequirementB.constructionC.serviceD.maintenance
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请阅读短文，完成此题。
Many objects in daily use have clearly been influenced by science, but their form and function, their dimensions and appearance, were determined by technologists, artisans, designers, inventors, and engineers-use nonscientific modes of thought. This kind of thinking way is different
from science. Many features and qualities of the objects that a technologist thinks about cannot be reduced to unambiguous verbal descriptions; they are dealt with the mind by a visual, nonverbal process. In the development of Western technology, it has been non-verbal thinking, by and large, that has fixed the outlines and filled in the details of our material surroundings. Pyramids, cathedrals, and rockets exist not because of geometry or thermodynamics, but because they were first a picture in the minds of those who built them.
The creative shaping process of a technologist's mind can be seen in nearly every artifact that exists. For example, in designing a diesel engine, a technologist might impress individual ways of nonverbal thinking on the machine by continually using an intuitive sense of rightness and fitness.
What would be the shape of the combustion chamber? Where should valves be placed? Should it have a long or short piston? Such questions have a range of answers that are supplied by experience, by physical requirements, by limitations of available space, and not least by a sense of form. Some decisions such as wall thickness and pin diameter, may depend on scientific calculations, but the nonscientific component of design remains primary.
Design courses, then, should be an essential element in engineering curriculum. Nonverbal thinking of a central mechanism in engineering design, involves perceptions, the stock-in-trade of the artist, not the scientist. Because perceptive processes are not assumed to entail "hard thinking", nonverbal thought is sometimes seen as a primitive stage in the development of cognitive process and inferior to verbal or mathematical thought. But it is paradoxical that when the staff began the Historic American. Engineering Record wished to have drawing made of machines and isometric views of industrial processes for its historical record of America engineering, the only college students with the requisite abilities were not engineering students, but rather students attending architectural schools.
If courses in design, which in a strongly analytical engineering curriculum provide the background required for practical problem-solving, are not provided, we can expect to encounter silly but costly errors occurring in advanced engineering systems. For example, early models of high-speed railroad cars loaded with sophisticated controls were unable to operate in a snowstorm because a fan sucked snow into the electrical system. Absurd random failures that plague automatic control systems are not merely trivial aberrations: they are a reflection of the chaos that results when design is assumed to be primarily a problem in mathematics.
Which is not the reason that design courses should be an essential element in engineering curriculum?
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A．Nonverbal thinking is a central mechanism in engineering design.
B．Design courses can provide solutions to solve practical problems.
C．Science course is not important and should be replaced by design courses.
D．Ignorant of design courses may encounter silly but costly errors.
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Software engineering is the study and an application of engineering to the design,development，and（71）of software.A.maintenance
B.service
C.running
D.deployment
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Software engineering is the study and application of engineering to the （ ） , development and maintenance of software.
软件工程是将工程的研究和应用运用于软件的（ ）设计、开发和维护。A.research研究
B.management管理
C.assembly集成
D.design设计
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Software engineering is the study and application of engineering to the （ ）, development and maintenance of software.A.research
B.management
C.assembly
D.design
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Air Bus’ world-renowned hot-section engineering______the needs of industrial gas turbine customers.A.replies
B.answers
C.frees
D.addresses
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In software engineering the design phase is divided into ( ). A.system design and detailed design
B.computer design and program design
C.system design and hardware design
D.computer design and detailed design
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In requirements engineering，requirements elicitation is the practice of collecting the requirements of a system from users，customers and other stakeholders，In the following practices. （ ） is rarely used in requirements elicitation. A.brain storming
B.interview
C.questionnaire
D.Monte Carlo analysis
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What are three TLVs that support IS-IS extensions for traffic engineering?（）A、Extended IS reachabilityB、Extended IP reachabilityC、Traffic engineering opaqueD、Traffic engineering router IDE、Extended MPLS reachability
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You are the network administrator for TestKing.com. The network consists of a single Active Directory domain named testking.com. All network servers run Windows Server 2003. You create an organizational unit (OU) named Engineering, which will hold all objects associated with the users and computers in the engineering department. You also create a global group named Engineering Admins, whose members will administer these objects. Now you need to assign the appropriate permissions to the Engineering Admins group so its members can administer the objects in the Engineering OU. First, you use Active Directory Users and Computers to view the properties of the Engineering OU. However, the Security tab is not available. What should you do next?（）A、Convert the system partition to NTFS.B、Enable the Advanced Features option in the View menu of Active Directory Users and Computers.C、Enable the Users, Groups, and Computers as Containers option in the View menu of Active Directory Users and Computers.D、Log on by using a user account that has Administrator permissions for the Engineering OU.
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In requirements engineering, requirements elicitation is the practice of collecting the requirements of a system from users, customers and other stakeholders. In the following practices, ( ) is rarely used in requirements elicitation.A、brain stormingB、interviewC、questionnaireD、Monte Carlo analysis
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Which two statements are true regarding ownership of shared entities? （）(Choose two.)A、Customers is owned by Oracle Human Resources whereas Locations is owned by Oracle Receivables.B、Items is owned by Oracle Purchasing whereas Locations is owned by Oracle Receivables.C、Sales Force is owned by Oracle Order Management whereas Employees is owned by Oracle Human Resources.D、Set of books is owned by Oracle General Ledger whereas Locations is owned by Oracle Human Resources.E、Suppliers is owned by Oracle Purchasing whereas Units of Measure is owned by Oracle Inventory.
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单选题The company is starting a new advertising campaign to _____ new customers to its stores.A
joinB
attractC
stickD
transfer
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单选题Passage1Many objects in daily use have clearly been influenced by science, but their form and function, their dimensions and appearance, were determined by technologists, artisans, designers, inventors, and engineers-use nonscientific modes of thought. This kind of thinking way is different from science. Many features and qualities of the objects that a technologist thinks about cannot be reduced to unambiguous verbal descriptions; they are dealt with the mind by a visual, nonverbal process. In the development of Western technology, it has been non-verbal thinking, by and large, that has fixed the outlines and filled in the details of our material surroundings. Pyramids, cathedrals, and rockets exist not because of geometry or thermodynamics, but because they were first a picture in the minds of those who built them.The creative shaping process of a technologist's mind can be seen in nearly every artifact thatexists. For example, in designing a diesel engine,a technologist might impress individual ways of nonverbal thinking on the machine by continually using an intuitive sense of rightness and fitness.What would be the shape of the combustion chamber? Where should valves be placed? Should it have a long or short piston? Such questions have a range of answers that are supplied by experience, by physical requirements, by limitations of available space, and not least by a sense of form. Some decisions such as wall thickness and pin diameter, may depend on scientific calculations, but the nonscientific component of design remains primary.Design courses, then, should be an essential element in engineering curriculum. Nonverbal thinking of a central mechanism in engineering design, involves perceptions, the stock-in-trade of the artist, not the scientist. Because perceptive processes are not assumed to entail hard thinking, nonverbal thought is sometimes seen as a primitive stage in the development of cognitive Process and inferior to verbal or mathematical thought. But it is paradoxical that when the staff of the Historic American Engineering Record wished to have drawings made of machines and isometric views of industrial processes for its historical record of American engineering, the only college students with the requisite abilities were not engineering students, but rather students attending architectural schools.If courses in design, which in a strongly analytical engineering curriculum provide the background required for practical problem-solving, are not provided, we can expect to encounter silly but costly errors occurring in advanced engineering systems. For example, early models of high-speed railroad cars loaded with sophisticated controls were unable to operate in a snowstorm because a fan sucked snow into the electrical system. Absurd random failures that plague automatic control systems are not merely trivial aberrations: they are a reflection of the chaos that results when design is assumed to be primarily a problem in mathematics.Which is not the reason that Design courses should be an essential element in engineering curriculum？A
Nonverbal thinking is a central mechanism in engineering design.B
Design courses can provide solutions to solve practical problems.C
Science course is not important and should be replaced by Design courses.D
Ignorant of Design courses may encounter silly but costly errors.
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多选题What are three TLVs that support IS-IS extensions for traffic engineering?（）AExtended IS reachabilityBExtended IP reachabilityCTraffic engineering opaqueDTraffic engineering router IDEExtended MPLS reachability
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单选题According to the research findings, the customers who will bring in more profit are those whoA
are regarded as loyal customers.B
happen to buy the products from a company.C
trust the quality of the products from a company.D
care little about prices of the products.
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