BEC商务阅读：Vol.6 出路何寻

2014-04-03 14:39:49来源：沪江英语网

　　The lessons: First, this story is common. A company forecasts reduced growth in its core business, looks for new sources of revenue, launches initiatives, and makes acquisitions – only to find a few years later, that it is back where it started, having sold or closed its new ventures.

　　Second, the textbook advice – set a growth ambition, try a portfolio of related ventures and invest heavily in the few successes at the same time as attending to the core – does not always work, in spite of its continuing popularity.

　　So, what is the alternative? When the core business starts to mature, leaders should be patient rather than energetic. The main risk is that attention is distracted from the core. Therefore, avoid launching a portfolio of initiatives; don’t set targets for growth outside the core; and don’t set up a new business division or venturing unit.

　　Do scan opportunities, but with a tough screening process and the expectation that none will be suitable. Expect to use spare cash to buy back shares, until a really good opportunity comes along.

　　Above all, look for people rather than projects – successful new growth outside the core nearly always comes from individuals or teams who happen to have a rare combination of both grassroots knowledge of a particular area and an understanding of how your company’s strengths can be used to succeed.

　　What happened next: The company’s leaders have stuck to and revived the core. In fact, as is often the case with a strong core, the hamburger business is growing again, partly because of the fast growth of emerging markets such as China.

　　McDonald’s is still looking for other opportunities – but in a patient way.

　　Oral topic:

　　Which is more important to a company’s success?tradition or reform?

　　Learning to learn:

　　文章最后一段点题，写出了德国面临的挑战也存在机遇。这种内涵，作者是通过两层转折成功实现的，学习这种写作手法，为以后高阶写作打好基础。

　　Language Points:

　　1. initiative 新计划，新措施 2. acquisition 收购

　　Exam Focus:

　　1 Which one is not one of Jack Greenberg’s concerns in 1997 when he became McDonald’s fourth executive?

　　A Profit was on a drop because of fierce competition

　　B Fatty foods and beef became less popular among people

　　C How to improve core business.