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  3. Beginning in the mid-2000s, companies began testing social technologies within business units and within functions such as marke

Beginning in the mid-2000s, companies began testing social technologies within business units and within functions such as marke

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问题    Beginning in the mid-2000s, companies began testing social technologies within business units and within functions such as marketing to improve critical functional tasks. Marketers used Facebook or YouTube to acquire new customers or for interactions with existing customers, for example, to build relationships with social influencers.
   McKinsey data show that starting around six years ago, a more collaborative approach emerged, with advanced companies adopting internal platforms to connect employees. 【F1】Two-thirds to three-quarters of respondents during this middle stage said they were using social technologies to foster more collaboration, gather insights, or manage knowledge systematically. For example, companies searched pools of knowledge and talent across the organization to assemble project teams with relevant expertise.
   In the most recent evolutionary phase, social technologies have been supporting and shaping strategy, opening up to wider participation and scrutiny in an area that has long been considered the preserve of an organizational elite. 【F2】Technology usage has matured at many companies that have forged internal and external networks, encouraging a range of stakeholders to participate in strategy development.
   【F3】As part of this broadening base of participation, companies are encouraging enterprise crowd-sourcing—systematically looking both inside and outside the organization for innovative new ideas for problem solving and augmenting products and services. LEGO is one well-known example of a company that has embedded crowdsourcing into its innovation processes, and it is far from an outlier. 【F4】More than half of the surveyed organizations see further blurring of boundaries among employees, vendors, and customers as social technologies create new processes for arranging ideas.
   While this openness to crowdsourcing on an operational level is becoming more common, greater inclusiveness and transparency on a strategic level has emerged only lately. 【F5】Nearly half of respondents in recent surveys said they were using social technologies to develop competitive intelligence, while a quarter said they were using the tools to develop strategy or marketing plans. Thirty-seven percent said they were using social technology to cocreate and share the organization’s mission and vision in some manner.
   Daimler’s Business Innovation Community (BIC) is an example of an open strategy initiative enabled by social technology. Charged with developing new business models in a transparent, inclusive way, BIC set out to identify new growth areas beyond car manufacturing. Some 30,000 registered practitioners have posted 2,000 ideas in BIC’s digital space. After several successful pilot projects and spin-offs, such as new mobility concepts powered by mobile apps, Daimler now is planning a follow-up to the initiative.
【F5】
选项
答案在近期的调查中，将近半数的调查对象表明，他们正利用社交技术来收集竞争性情报；四分之一的调查对象则表示，他们正利用社交工具来制定策略和营销方案。
解析 ①本句为并列复合句，包含两个宾语从句。主句是由两个主谓宾结构的并列分句构成的，两个并列分句由while连接，形成比较关系。②两个并列分旬的宾语皆由从句充当。联系上下文可知，这两个宾语从句分别说明不同调查对象对社交技术的利用，故宾语从句2中the tools指代的即是宾语从句1的social technologies。作者为了避免词汇重复，所以用范畴词来代替social technologies。
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