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  3. Read the article below about an innovative strategy in business, and the questions on the opposite page. For each question(1

Read the article below about an innovative strategy in business, and the questions on the opposite page. For each question(1

admin2015-04-23  29
问题     Read the article below about an innovative strategy in business, and the questions on the opposite page.
    For each question(13-18), mark one letter(A,B,C or D)on your Answer Sheet.
            Innovation Through Co-creation: Consumers Can Be Creative
    A new trend in business and product development is "co-creation". By its very name it implies collaboration between the company and some other entities. In this case it is the consumer who partners in the creation of value. The term "co-creation" is not new, however, but is now receiving more attention—driven largely through the increasing use of the Internet and social media websites—as companies endeavor to differentiate themselves from the competition.
    As management teams drive growth through value creation they are investing heavily in greater product variety through brand or product extensions, in addition to enhancing the ever-increasing brand touch-points. All this is done to produce stronger brand connections. Paradoxically, as this is a common theme across numerous industries, it is resulting in many brands becoming less able to differentiate themselves from their competition. Why is this?
    In the past, the process of value creation was driven almost exclusively within the business. Many business writers have covered this topic, Professors Michael Porter, Peter Drucker and Philip Kottler being among some of the most well-known. The presumption has been that product design and production, the creation of marketing messages and the control of sales channels, could be performed in-house with minimal consumer input. The role of the consumer was seen solely at the end-of-line points of consumer interaction, not during the process of value creation. After all, "... consumers aren’t creative!" is a widely-held belief and often stated comment.
    Secondly, consumer value has been generally defined as the difference between the perceived benefits of the product or service, and the costs of that product or service. This broad definition is singularly unhelpful to managers as they try to come to terms with how value is actually created. Despite the defining words of Austrian-Hungarian economist and Harvard University lecturer Joseph Schumpeter in the 1950s—"One does not make a difference unless it is a difference in people’s lives"—management has struggled to come to terms with the exact role of the consumer in best delivering this " making a difference".
    Even though there is growing acceptance that co-creation may change the way companies view the role of the consumer in the creation of value, much remains unknown about how customers actually engage in co-creation. One of the reasons for this is that co-creation can be interpreted in a number of different ways. IKEA, the Swedish multinational furniture retailer, embraces co-creation at its basic level by having its customers provide their own assembly operation. IKEA benefits by high turnover of products, the consumer benefits from lower costs. Boeing, the aircraft manufacturer, has used both customers(the airlines to whom they sell their planes)and consumers(frequent flyers)in the design of their aircraft.
    In addition to conventional methods of value creation, many companies are starting to adopt the use of social media websites and the blogosphere to develop co-creative initiatives. However, it’s one thing for consumers to voice their views and opinions on social and corporate websites, but for a true co-creation process to work effectively the customer needs to be placed explicitly at the same level of importance as the company, and the process starts with access and transparency.
Many companies use social media websites and the blogosphere to
选项 A、achieve the co-creation with their consumers.
B、make a lot more money from their consumers.
C、build a more harmonious atmosphere for their consumers.
D、improve the transparency of their management.
答案A
解析 题目意为：“很多公司利用社会媒体网络以及博客圈来……”。最后一段提出除了传统的价值创造方法还有一些新的方法。文中提到many companies are starting to adoptthe use of social media websites and the blogosphere to develop co-creativeinitiatives．即：很多公司都开始用媒体网络以及博客圈来发展共同创造的主观能动性。之后又指出真正的共同创造应该给予消费者与公司同样重要的地位。由此推断A项(达到与顾客共同创新)为答案。C项是一种现象并不是目的；D项中的transparency在文中是有提及，但并不是管理方面的透明化，而是指共同创造过程的透明化；B项与文意不符，故均排除。
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