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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"

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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.
By quoting John Stuart Mill’s words, the author wants to show that reputation should be viewed as______.
选项 A、a by-product
B、an indirect end
C、a worthy goal
D、a source of happiness
答案A
解析 细节题。根据题干直接定位至末段。末段采取类比手法，以“幸福”类比“声誉”，通过引用约翰-斯图亚特-穆勒对获取幸福的观点来说明对待声誉的正确态度，约翰认为获取幸福的最好办法不是让幸福成为直接目标而是集中精力做好其他事情，幸福只是在追求有价值的目标过程中的副产品而已。由此可见，作者认为声誉只是在追求更高质量产品和服务过程中的副产品。A项符合文意。
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