2. 考研
  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  42
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.
From paragraph 5, we can learn that the efforts of reputation attainment should he directed to______.
选项 A、flaring product marketing
B、good reputation management
C、high-quality products
D、competitive branding campaign
答案C
解析 推断题。第五段首先指出声誉行业的最致命问题：其中心思想太过自负，认为致力于企业声誉管理就能解决潜在威胁，随后指出正确的做法：少考虑声誉经营，多关注自身产品和服务的质量，随后以亚马逊等公司为例加以说明。可见，公司要获取声誉，应该致力于提供高质量的产品和服务，C项符合文意。
转载请注明原文地址:https://kaotiyun.com/show/jq1Z777K
0

考研英语一

相关试题推荐
随机试题
最新回复(0)