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  3. When a company unexpectedly finds itself losing market share and taking a beating at the hands of its competitors, it’s a clear

When a company unexpectedly finds itself losing market share and taking a beating at the hands of its competitors, it’s a clear

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问题     When a company unexpectedly finds itself losing market share and taking a beating at the hands of its competitors, it’s a clear signal that a change is needed. For a variety of reasons, any company can suddenly lose the competitive advantage that it previously enjoyed. The mark of a strong business, however, is its ability to overcome such setbacks and reclaim its position as the front runner in its field.
    One of the greatest variables in the process, however, is technology, which on one hand makes businesses more efficient and thus profitable than previously thought possible, but changes at such a rapid pace that few businesses utilize it to its full potential. Those companies that invest heavily in the latest technology of the day may find their machines outdated and obsolete the next year, thus losing the advantage that they hoped to gain, and also a substantial amount of investment money as well. Those who are more cautious and buy less of the latest gadgetry may learn that technology changes more slowly, and their competitors who invested more heavily now hold the upper hand. It’s a game of hit and miss.
    Because of the uneven and unpredictable pace of progress between technological fields, companies are devoting more and more resources to not only acquiring more of the latest developments, but researching the factors that determine their production so as to position themselves better to adapt to the next change. This strategy has been producing positive results for those who employ it, but it is a massively expensive one, limiting its viability to only the largest companies, who are already enjoying many advantages in the market.
    Such dynamics make it increasingly difficult for new startup companies to break into established markets, lacking the funding and cash reserves necessary to play the game the same way as the big boys do. The same technology that keeps the large companies on top, however, can still topple them. New, smaller companies have less to lose and thus can afford to gamble on new technologies that larger companies consider too risky to devote themselves to. In the rare occurrences when these risky endeavors bear fruit, proving themselves to be the way of the future, the rewards to those daring enough, or small enough, to invest in them prove well worth the effort.
When a new technological innovation appears, businesses should______.
选项 A、seize on the opportunity and invest heavily in it so as to reap its future benefits
B、use it as a means to catch up with larger companies, if the investor is a smaller business
C、base its actions on its research and beliefs regarding its future profitability
D、refrain from investing heavily, in case its effect is small or none
答案C
解析 属事实细节题。相关信息在第三段第一句：公司投入越来越多的人力物力，不仅用于获取最新的发展态势，而且用于研究决定产品好坏的因素以便更好地定位，适应下一步的变化。由此可知，选项C正确。选项A与第二段第二句内容不符：那些投巨资追赶最新技术的企业会发现第二年他们的机器就过时和废弃了，这不仅使他们失去了预期要取得的技术优势，而且也损失了一大笔资金。选项B与文章最后一句意思不符(这种冒险的尝试能结出果实的情况并不多见)；选项D无法从文中推出。
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