Contrast and Concession

• In business writing and negotiations, we often need to contrast two facts or ideas. We use specific linking words depending on the grammatical structure that follows them.
• Linker
• Grammar Rule
• Example
• Although / Even though / While
• Followed by a clause (subject + verb)
• Although Boston Bakeries expanded quickly, profits dropped.
• Despite / In spite of
• Followed by a noun, pronoun, or -ing form
• Despite high cash reserves, the firm delayed the purchase.
• Whereas
• Used to show a direct contrast between two facts
• Austin focused on diversification, whereas Seattle targeted its core market.
• Nevertheless / Much as
• Nevertheless starts a new sentence; Much as is used with verbs like 'appreciate' or 'like'
• The acquisition was risky; nevertheless, Chicago proceeded. Much as I respect David, I disagree.
• Remember
• Use although, even though, and while with a full clause containing a subject and a verb.
• Use despite and in spite of with nouns, pronouns (this, that, what), or gerunds (-ing).
• Use whereas to directly contrast two opposing situations in the same sentence.
• Use nevertheless as an adverbial connector at the beginning of a new sentence, usually after a semicolon or period.
• Use much as before verbs of feeling or liking to show strong reservation before an action.
• Examples
• Even though Dallas faced market saturation, sales remained steady.
• In spite of overextending its operations, Denver opened three new shops.
• Atlanta invested in organic growth, whereas Miami chose acquisition-led growth.
• Common mistakes
• Despite sales were low, the company expanded.
• Despite low sales, the company expanded.
• Although of the high risk, Chicago signed the deal.
• In spite of the high risk, Chicago signed the deal.

Complete the sentences

• ___ (despite) the risks, Boston bought the bakery chain in New York. (despite) ____
• Even ___ (though) Seattle had low cash reserves, management approved the acquisition. (though) ____
• Atlanta pursued organic growth, ___ (whereas) Austin relied on acquisitions. (whereas) ____
• Much ___ (as) I admire Mark's strategy, I cannot support this merger. (as) ____
• The firm was overextended; ___ (nevertheless), Chicago opened another store. (nevertheless) ____
• While ___ (facing) market saturation, Miami managed to increase its revenue. (facing) ____

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