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  3. The Reputation Institute, a consultancy, has revealed the results of its latest "Reptrack" Corporate Reputation Survey Various s

The Reputation Institute, a consultancy, has revealed the results of its latest "Reptrack" Corporate Reputation Survey Various s

admin2019-12-23  27
问题     The Reputation Institute, a consultancy, has revealed the results of its latest "Reptrack" Corporate Reputation Survey Various spokespersons took the opportunity to hammer home the importance of managing reputation. Reputation is so important these days, they said, that we live in nothing less than a "reputation economy".
    The launch of the British corporate-reputation survey was only one of a number of similar launches around the world; and a rapidly growing number of niche businesses, such as Reputation Defender, give people advice on managing their online reputations. For example, they offer tips on how to push positive items up the Google ranking and neutralize negative ones.
    A fast growing discipline and corporate necessity, reputation management is widely acknowledged as a valuable intangible asset which can be one of the most important sources of competitive edge in a fiercely competitive market. In 2011, controversy around the Taco Bell restaurant chain arose when public accusations were made that their "seasoned beef product was made up of only 35% real beef. A class action lawsuit was filed by the law firm Beasley Allen against Taco Bell. The suit was voluntarily withdrawn with Beasley Allen citing that "From the beginning of this case, we stated that if Taco Bell would make certain changes regarding disclosure and marketing of its ’seasoned beef product, the case could be dismissed." Taco Bell responded to the case being withdrawn by launching a reputation management campaign titled "Would it kill you to say you’re sorry?" that ran advertisements in various news outlets in print and online.
    It is easy to see why so many bosses are such eager consumers of this kind of advice. 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 "reputation economy" makes intuitive sense: Facebook is worth more than General Motors. At the same time, reputation is getting ever harder to manage. Non-Governmental Organizations can turn on a company in an instant and accuse it of racism or crimes against the environment. Customers can trash its products on Twitter. The objection to the reputation industry is that it 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. But tobacco companies make vast profits despite their awful reputations.
    The biggest problem with the reputation industry, however, is its central idea: 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.
Many companies seek advice from reputation-management consultancies because________.
选项 A、the brand and intellectual capital fully determine the companies’ value
B、factories and fleets of trucks are getting harder to manage
C、some companies may be accused of some environmental crimes
D、reputation is so important and it is hard to manage these days
答案D
解析 归因推理。题干问的是许多公司求助于声誉管理机构的原因，第四段第一句提到“so many bosses are such eager consumers of this kind of advice”，即题干所涉及的结果。原因有二：第一，“The market value of companies is increasingly determined by things you cannot touch”，即公司的市场价值越来越多地由一些难以触及的因素决定；第二，“reputation is getting ever harder to manage”，即声誉越来越难管控。将这两点结合起来理解，可知选项D正确。
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