2. 考研
  3. In the Second World War a "blockbuster" was a bomb that could eliminate whole streets. Today it is the kind of hit creation that

In the Second World War a "blockbuster" was a bomb that could eliminate whole streets. Today it is the kind of hit creation that

admin2018-03-01  55
问题     In the Second World War a "blockbuster" was a bomb that could eliminate whole streets. Today it is the kind of hit creation that every media executive prays for. Popular films, books, music albums and sports teams that bring in huge audiences—and vast profits—can determine whether a year is profitable or loss-making, and break a boss’s career.
    The entertainment industry’s search for the golden release is the focus of "Blockbusters" by Anita Elberse, a professor of business administration at Harvard Business School. Conventional corporate wisdom maintains that spreading resources across many smaller properties is sounder than pushing money into a few big, concentrated bets. Ms Elberse uses case studies from the film, television, music and sporting worlds to argue that, counterintuitively, "the idea of smaller bets being ’safer’ is a myth." Nurturing a few choice works and helps firms create superstars and super products, and is the key to far higher profits. Ms Elberse cites Grand Central Publishing as one example: the top 10% of its titles account for 64% of the publisher’s costs, but 126% of its profits.
The thesis that popular products earn more money might seem as obvious as the plot of the latest Hollywood film you saw. But it is not what business experts predicted would happen. In 2006 Chris Anderson, the editor of Wired and a former journalist at The Economist, wrote "The Long Tail: Why the Future of Business is Selling Less of More", in which he argued that the internet would change the demand curve for entertainment products. With unlimited "shelf" space available online and more refined search algorithms to direct people to songs and books they might be interested in, niche products would attract more attention and a greater share of spending.
    Ms Elberse originally disagreed on Mr. Anderson’s work in a 2008 article for the Harvard Business Review, which is the basis for her book. The tail has become longer, but the internet has helped bestsellers become even bigger, because people follow the recommendations of friends and casual consumers choose known quantities. In 2011 just 102 of the 8m digital musical tracks sold generated nearly a sixth of all sales. Blockbusters tend to be self-reinforcing, because firms spend more to promote products they think stand a better chance of becoming popular.
Ms Elberse holds the view that ______.
选项 A、the idea of smaller bets being safer is undoubted
B、cultivating a few choices and putting money in them are not wise
C、creating superstars and super products helps to acquire more profits
D、spreading resources across many smaller properties is definitely sounder
答案C
解析 根据题干中的“Ms Elberse”定位到第二段中间部分：Ms Elberse…argue that, counterintuitively, “the idea of smaller bets being‘safer’is a myth．” Nurturing a few choice works and helps firms create superstars and super products, and is the key to far higher profits．可见选项C是正确的。其中“creating superstars and super products”原文中出现了，而“helps to acquire more profits”等于“is the key to far higher profits”，故该题答案为选项C。
转载请注明原文地址:https://kaotiyun.com/show/x8BZ777K
0

考研英语一

相关试题推荐
随机试题
最新回复(0)