Strategia i struktura

Język angielski w zastosowaniu zawodowym

Autor

Afiliacja

Ben Stanley

Wydział Nauk Społecznych, Uniwersytet SWPS

Vocabulary: strategy and management

Core terms

Where possible, learn the noun, adjective and verb forms together (e.g. diversify / diversification / diversified).

Term	Definition
Niche differentiation	Targeting a specific, distinct segment of the market to stand out
Unique selling proposition (USP)	The feature that distinguishes a product from its competitors
Brand equity	The commercial value derived from consumer perception of a brand
Competitive advantage	A condition that allows a company to outperform its rivals
Market share	The percentage of total sales in a market captured by a company
Economies of scale	Cost reductions achieved by producing at a larger scale
Supply chain management	Coordinating all activities from raw materials to final delivery
Venture capital	Private equity financing for early-stage high-growth companies
Return on investment (ROI)	A measure of profitability relative to the cost of an investment
Profit margin	The ratio of net income to revenue, expressing profitability
Due diligence	Investigation of risks before entering into an agreement
Disruptive innovation	An innovation that fundamentally changes how an industry operates
Stakeholders	Individuals or groups affected by an organisation’s actions
Corporate social responsibility (CSR)	Voluntary actions contributing to society beyond legal obligations
Key performance indicators (KPIs)	Measurable values tracking progress toward strategic goals
Mergers and acquisitions (M&A)	Transactions combining companies or one purchasing another
Diversification	Expanding into new markets or product areas to reduce risk
Cost leadership	Becoming the lowest-cost producer in an industry
Strategic partnership	A formal alliance between companies for mutual benefit
Cash flow	The net movement of money into and out of a business

Further terms from Brewing Success

The Brewing Success text introduces additional phrases worth knowing actively.

Term	Definition
Saturated market	A market in which supply already matches or exceeds demand, leaving little room for newcomers
Third-wave coffee	A movement treating coffee as an artisanal product, focused on origin and quality
Small-batch roasting	Roasting coffee in limited quantities to preserve flavour and freshness
Single-serve market	The segment supplying one portion of coffee at a time (e.g. pods, capsules)
Coffee connoisseur	A consumer with expert knowledge and discerning taste in coffee
Origin-specific beans	Beans identified by their geographical source, emphasising terroir
Sustainable sourcing	Buying raw materials in ways that protect the environment and producers
Compostable packaging	Packaging that breaks down safely into organic matter
Patented design	A design legally protected against imitation
Micro-roaster	A small-scale coffee roasting business
Fair-trade sourcing	Buying from producers on terms that guarantee fair prices and labour standards
Experiential marketing	Marketing built around immersive, in-person brand experiences
Pop-up coffee bar	A temporary retail space used to promote a brand
Cross-promotional opportunity	An arrangement in which two brands market each other’s products
Customer-centricity	Placing customer needs at the heart of business decisions
Course correction	A deliberate adjustment of strategy in response to new information
To pivot	To change business direction in a significant, deliberate way

Collocations worth learning

Business English is heavily collocational — this is one of the main differences from general English. Words live in chunks.

Collocation	Example
to conduct due diligence	“The board conducted due diligence before the acquisition.”
to build brand equity	“Years of quality built significant brand equity.”
to secure venture capital	“The startup secured £2m in venture capital.”
to achieve economies of scale	“Mass production achieved economies of scale.”
to gain / lose market share	“The company gained market share after the launch.”
to track / meet / miss KPIs	“We missed two of our annual KPIs.”
to form a strategic partnership	“Toyota and BMW formed a strategic partnership.”
to leverage a competitive advantage	“Apple leverages its design-led competitive advantage.”
to disrupt an industry	“Netflix disrupted the entertainment industry.”
to prioritise customer-centricity	“We prioritise customer-centricity in every decision.”

Grammar: sentence adverbials

What sentence adverbials do

Sentence adverbials are words, expressions or short phrases that modify the whole sentence rather than just one part of it. In business communication they serve three main functions:

• They add nuance — for example caution, certainty or distance.
• They provide emphasis — directing the reader’s attention to a key element.
• They ensure flow — connecting sentences and paragraphs into a coherent whole.

In Polish, the equivalents are often words like zasadniczo, oczywiście, jednak, niestety, konsekwentnie. The key difference: in English the sentence adverbial is usually set off by a comma, whereas in Polish this is not always the case.

Types of sentence adverbials

Type	Examples	Function
Frequency	always, never, usually, occasionally, frequently, rarely	How often something happens
Manner	quickly, efficiently, carefully, strategically, enthusiastically	How something is done
Degree	very, extremely, quite, slightly, almost, overwhelmingly	The extent of something
Focus / commentary	frankly, honestly, indeed, fortunately, clearly, importantly	Drawing attention to a point or signalling the speaker’s view
Connective	furthermore, however, therefore, consequently, conversely, in contrast	Linking ideas and showing relationships between them

Frequency

• Form: simple adverb, often ending in -ly (regularly, occasionally) but also including always, never, usually, rarely.
• Use: indicates how often something happens.
• Examples:
  • “The company regularly conducts market research to stay ahead of trends.”
  • “We rarely meet in person since going hybrid.”
  • “Audits are occasionally triggered by unusual cash-flow patterns.”

Manner

• Form: adverbs describing how, normally formed by adding -ly to an adjective.
• Use: describe the way an action is performed.
• Examples:
  • “The new marketing campaign was launched successfully.”
  • “The team handled the complaint professionally.”
  • “Our suppliers deliver reliably, even in peak season.”

Degree

• Form: intensifiers (very, extremely, quite, slightly, almost) or adverbs derived from adjectives of scale.
• Use: indicate the extent or intensity of a quality or action.
• Examples:
  • “The launch was met with overwhelmingly positive feedback.”
  • “Profit margins are slightly below forecast.”
  • “Customer retention is extremely important to the CEO.”

Focus / commentary

• Form: usually -ly adverbs (clearly, frankly, fortunately) or fixed phrases (to be honest, in fact).
• Use: express the speaker’s stance, attitude or evaluation.
• Examples:
  • “Clearly, the company needs to invest in employee training.”
  • “Frankly, the proposal underestimates the risks.”
  • “Importantly, the results exclude one-off items.”

Connective

• Form: single adverbs (however, therefore, consequently) or phrases (in contrast, for instance, on the other hand).
• Use: signal logical relationships between sentences — contrast, cause, exemplification, addition.
• Examples:
  • “Sales figures were disappointing. Consequently, the board called an emergency meeting.”
  • “However, the strategy requires heavy investment in R&D.”
  • “Conversely, firms that ignore digital adoption lose ground quickly.”

Positioning

The same adverbial can appear in different positions in a sentence, but each position carries a slightly different rhetorical effect.

Initial position

Used for clear emphasis or to introduce a new idea.

• “Fortunately, the technical glitch was resolved quickly.”
• “Traditionally, differentiation has been one of the strongest strategies.”
• “Increasingly, companies must reimagine their digital operations.”

Mid-sentence position

Adds nuance or highlights a specific element; typically placed before the main verb or between parts of a compound verb.

• “The company, despite facing economic challenges, managed to increase its market share.”
• “Apple positions its products as premium offerings effectively.”
• “Employees occasionally collaborate across departments.”

Final position

Serves as a summary or closing emphasis.

• “The meeting was a success, overall.”
• “These alliances can provide access to new markets, typically.”
• “Organisations embrace iterative approaches continuously.”

Typical Polish-speaker mistakes

• Confusing eventually with ewentualnie. Eventually means in the end, ultimately (after a long time). Polish ewentualnie means possibly, if need be.
  • Wrong: “Eventually, we could consider this option.”
  • Right: “We could possibly consider this option.”
• Position of always, usually, often. Before the main verb, after be, and between auxiliary and main verb in compound forms.
  • Wrong: “I always am early to meetings.”
  • Right: “I am always early to meetings.”
• Comma after a sentence adverbial. In English we usually place a comma after however, therefore, consequently, fortunately at the start of a sentence. Polish learners often omit it.
  • Wrong: “However the strategy failed.”
  • Right: “However, the strategy failed.”
• Confusing actually with aktualnie. Actually means in fact, in reality. Polish aktualnie means currently, at present.
  • Wrong: “Actually, we are launching a new product.” (if you mean currently)
  • Right: “Currently, we are launching a new product.”
• Using finally to mean in conclusion. Finally stresses the end of a sequence; for a formal summary, in conclusion or to sum up is often better.

Grammar: cause and effect

Why this matters

Cause-and-effect analysis is a cornerstone of business writing, from short emails justifying a decision to multi-page strategy reports. Linking causes and effects correctly helps you:

• Explain complex relationships between actions and outcomes.
• Build logical arguments in proposals and recommendations.
• Present persuasive analyses of data and results.

Expressing cause

Structure	Grammatical role	Example
Because	conjunction + clause	“The campaign was successful because it targeted the right demographic.”
Since / As	conjunction + clause	“Since customer feedback highlighted these issues, we redesigned the interface.”
Due to / Owing to	preposition + noun phrase	“The delay was due to supply chain disruptions.”
Thanks to	preposition + noun phrase (positive)	“Thanks to our new CRM system, customer retention has improved.”
As a result of	preposition + noun phrase	“As a result of the merger, we have gained access to new markets.”

Form rules to remember

• Because joins two clauses: [clause] because [clause].
• Due to and owing to require a noun (not a clause): due to the delay, not due to the project was delayed.
• Thanks to is positive — we use it when the outcome is beneficial. We do not write “thanks to the bankruptcy”.
• Since and as have two meanings (cause and time). In business writing, prefer because for an unambiguous cause, and since / as when the cause is already known to the reader.

Expressing effect

Structure	Grammatical role	Example
Therefore / Thus / Hence	conjunctive adverb	“The research showed declining interest; therefore, we pivoted.”
Consequently	conjunctive adverb	“Manufacturing costs rose; consequently, profit margins decreased.”
Thereby	adverb + -ing	“The company streamlined its processes, thereby reducing operational costs.”
As a result	prepositional phrase	“We implemented new training. As a result, efficiency improved by 15%.”
For this reason	prepositional phrase	“Customer acquisition costs were unsustainable. For this reason, we shifted strategy.”

Form rules to remember

• Therefore, thus, hence and consequently are sentence connectors; they typically open a new sentence or follow a semicolon.
• Thereby combines with the -ing form of a verb: “…thereby reducing costs”, not “thereby it reduced costs”.
• As a result often opens a sentence and is set off by a comma.

Causal verbs

Some verbs express a causal relationship on their own — they are shorter and more elegant than chains of conjunctions.

Verb	Pattern	Example
Lead to	lead to + noun / -ing	“New regulations led to increased compliance costs.”
Result in	result in + noun / -ing	“The rebranding resulted in stronger market recognition.”
Cause	cause + noun / sb to do	“Supply shortages caused prices to rise.”
Contribute to	contribute to + noun / -ing	“Poor communication contributed to the project’s failure.”
Trigger	trigger + noun	“The unexpected audit triggered a comprehensive review.”
Bring about	bring about + noun	“Strategic investments brought about significant improvements.”

Noun forms

The noun form is useful in concise, formal style (the driver of, the cause of).

• Reason: “The reason for the company’s success was its innovative approach.”
• Factor: “Economic uncertainty was a key factor in declining sales.”
• Impact / Effect: “The impact of the new policy was immediately visible.”
• Consequence: “One consequence of the merger was the elimination of duplicate positions.”
• Driver: “Cost efficiency was the primary driver of the restructuring initiative.”

Typical Polish-speaker mistakes

• Confusing due to and because.
  • Wrong: “Due to we lost the client, revenue dropped.”
  • Right: “Because we lost the client, revenue dropped.” / “Due to the loss of the client, revenue dropped.”
• Using thanks to for negative outcomes.
  • Wrong: “Thanks to the recession, we had to cut jobs.”
  • Right: “Because of the recession, we had to cut jobs.”
• Using therefore as if it were a conjunction. Therefore cannot join two clauses with just a comma — you need a semicolon or a full stop.
  • Wrong: “Sales fell, therefore we changed strategy.”
  • Right: “Sales fell; therefore, we changed strategy.” / “Sales fell. Therefore, we changed strategy.”
• Calque from Polish w rezultacie. Polish w rezultacie leads to in result, which does not exist in English. Use as a result or consequently.
• Mixing up effect and affect. Effect is a noun (the outcome), affect is a verb (to influence).
  • “The merger had a positive effect on morale.”
  • “The merger affected morale positively.”

Skills: writing about company structures

The third part of the seminar applies the vocabulary and grammar to a writing exercise. A solid grasp of the main types of organisational structure lets you describe companies in reports, case studies and strategic presentations.

Types of organisational structure

Functional / Role-based

• Definition: groups employees according to their specialised skills, expertise or role. Creates departments such as Marketing, Finance, Human Resources, Operations, IT.
• Advantages: efficient, clear specialisation, promotes in-depth expertise.
• Drawbacks: can create silos between departments, slow to adapt to change.

Product or Market-based (Divisional)

• Definition: organises the company around its distinct products, services or customer segments. Each division has its own management team.
• Advantages: high focus on specific product / market needs, greater decision-making autonomy.
• Drawbacks: duplication of resources across divisions, potential rivalry between them.

Geographical

• Definition: organises the company by physical locations or regions of operation. Each region is a semi-autonomous unit.
• Advantages: tailors service to local needs, suited to firms with a broad physical footprint.
• Drawbacks: coordination challenges across regions, time-zone barriers.

Process-based

• Definition: organises the company around its core processes or workflows — for example, product development, order fulfilment, customer service.
• Advantages: focuses on end-to-end efficiency, improves workflow visibility and accountability.
• Drawbacks: difficult to implement across complex organisations, may neglect functional expertise.

Matrix

• Definition: hybrid model in which employees report to multiple managers — typically a functional manager and a project or product manager.
• Advantages: leverages expertise across areas, promotes collaboration.
• Drawbacks: can be confusing for employees, dual reporting lines can generate conflict.

Organic / Network

• Definition: highly flexible and adaptable structure, deliberately avoiding rigid hierarchies and fixed job descriptions; teams assemble around project needs.
• Advantages: fast to respond to change, promotes innovation.
• Drawbacks: can lack stability, depends on highly talented individuals.

Useful phrases for the writing task

The phrases below will be useful for the report on RapidCare Medical’s structure.

Function	Phrase
Stating a recommendation	“I recommend that RapidCare Medical adopt a process-based structure.”
Justifying a choice	“This structure would address the company’s need for…”
Acknowledging trade-offs	“While this approach carries the risk of…, the benefits outweigh…”
Contrasting alternatives	“In contrast to a functional structure, a process-based model…”
Linking cause and effect	“As a result, miscommunication between departments would decrease.”
Concluding	“Overall, this structure best supports RapidCare’s strategic priorities.”