Academic Writing for International Students of Business

(Frankie) #1

For most purposes, it is adequate to generalise the performance as:


The FTSE 100 index fell 40 points on 23 November.

This ignores the hour-by-hour changes but gives an overall picture.


Structure


Generalisations can be made in two ways:


(a) Most commonly using the plural:


Joint stock companies began in the sixteenth century.

(b) Using the singular + definite article (more formal):


The joint stock company began in the sixteenth century.
Avoid absolute phrases in generalisations such as:

Small companies adapt faster to changing markets.
Instead, it is better to use cautious phrases such as:

Small companies tend to adapt faster to changing markets.

 See Unit 2.13 Style (6 Caution)


 Write generalisations on the following topics.


(a) market research/new products


Example: Market research can be vital for evaluating new products.

(b) job satisfaction/rate of pay


_______________________________________________________________________________

(c) weak currency/level of exports


_______________________________________________________________________________

(d) spending on R&D/introduction of new products


_______________________________________________________________________________

(e) unemployment/level of consumer spending


_______________________________________________________________________________

(f) cold weather/demand for gas


_______________________________________________________________________________

2.8:Generalisations 121
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