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  3. In Today’s management-theory industry, reputation—or at least the corporate kind—is a "strategic asset" that can be "leveraged"

In Today’s management-theory industry, reputation—or at least the corporate kind—is a "strategic asset" that can be "leveraged"

admin2021-09-17  21
问题    In Today’s management-theory industry, reputation—or at least the corporate kind—is a "strategic asset" that can be "leveraged" to gain "competitive advantage" ,a "safety buffer" that can be called upon to protect you against "negative news" , and a stock of "organisational equity" that can be increased by "engaging with the stakeholder community" .
   
   The Reputation Institute, a consultancy, revealed the results of its latest "Reptrack" Corporate Reputation Survey. And various spokespersons hammered home the importance of managing reputation. Reputation is so important these days, they said, that we live in nothing less than a "reputation economy" . Plenty of other organisations offer firms "holistic" advice on improving their reputations. The market value of companies is increasingly determined by things you cannot touch: their brands and their intellectual capital, for example, rather than their factories or fleets of trucks. The idea of a "reputation economy" makes intuitive sense: Facebook is worth more than General Motors.
   Nevertheless, there are three objections to the reputation-management industry. The first is that it conflates many different things—from the quality of a company’s products to its relationship with NGOs—into a single notion of "reputation" . It also seems to be divided between public-relations specialists (who want to put the best possible spin on the news) and corporate-social-responsibility types (who want the company to improve the world and be thanked for it).
   The second objection is that the industry depends on a naive view of the power of reputation: that companies with positive reputations will find it easier to attract customers and survive crises. It is not hard to think of counter-examples. Tobacco companies make vast profits despite their awful reputations. Everybody bashes Ryanair for its dismal service and the Daily Mail for its mean-spirited journalism. But both firms are highly successful.
   The biggest problem with the reputation industry, however, is its central conceit: that the way to deal with potential threats to your reputation is to work harder at managing your reputation. The opposite is more likely: the best strategy may be to think less about managing your reputation and concentrate more on producing the best products and services you can. Many successful companies, such as Amazon, Costco, Southwest Airlines and Zappos, have been notable for their intense focus on their core businesses, not for their fancy marketing. If you do your job well, customers will say nice things about you and your products.
   In his "Autobiography" John Stuart Mill argued that the best way to attain happiness is not to make happiness your "direct end" , but to fix your mind on something else. Happiness is the incidental by-product of pursuing some other worthy goal. The same can be said of reputation.
The author’s attitude towards the idea of "reputation economy" is______.
选项 A、indifferent
B、appreciative
C、uncertained
D、opposite
答案D
解析 态度题。根据题干关键词“reputation cconomy”本应该定位至第二段，看似考查局部，实则考查作者对“声誉”的态度，而作者对“声誉”的态度通篇都在映射直至最后才明确传达。文章首段提及当今声誉管理行业对声誉的看法：极度吹捧，第二段随后提出“声誉经济体”这个概念，并在该段末句暗示这种概念在直觉意义上似乎很有道理(暗示并无道理)，随后三段都在讲述管理行业对声誉看法的不当之处，末段直接通过类比方式指出作者观点： “声誉”只是企业在追逐高品质产品和服务过程中的副产品，不能将“声誉”当作直接目标或是有价值的目标加以追求，可见，作者对“声誉经济体”的态度是反对的，D项符合文意。
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