双语新闻：马航业务受损改名无法挽救其声望

2014-08-14 15:35:15来源：可可英语

　　So should Malaysia Airlines change its name? One person I expected to answer “definitely” wasPaul Argenti, professor at Dartmouth’s Tuck business school who, over a decade ago, studied40 years of name changes and found that the company benefited in every case.

　　那么马航是否应该改名?我认为有个人应该会回答“当然”，那就是达特茅斯大学(Dartmouth)塔克商学院(Tuck business school)的保尔•阿根提(Paul Argenti)教授。十多年前，阿根提教授研究了40年以来公司改名的案例，发现每个案例中改名的公司都从中受益了。

　　He told me he expected to find the same results today. The reason was that a name changeusually went along with a new strategy.

　　他告诉我，他认为现在也会是同样的结果。因为改名的同时，公司通常也会采取一种新的发展战略。

　　Malaysia Airlines needs one of those, and did even before its twin tragedies. The company hasmade net losses for the past three years. As with many large carriers, its long-haul operationsare doing reasonably well, but its short-haul business is suffering because of competition fromlow-cost carriers such as AirAsia.

　　马航需要一项新策略，甚至早在两起悲剧发生之前就需要新策略了。在过去的三年中，马航连年净亏损。与其他许多大型航空公司一样，马航的长线航班业绩相当良好，然而短线航班业务则因遭受来自亚洲航空(AirAsia)等廉价航空公司的竞争而表现不佳。

　　But Prof Argenti told me that he thought that, even with a new strategy, Malaysia Airlines wasthe one company he had come across that should not change its name. There would be nopoint. Its disasters were just too big.

　　可是阿根提教授却告诉我，他认为，即使采取新策略，马航也是目前为止他遇到的唯一一个不应该改名的公司。因为改名毫无意义。马航遭遇的灾难太严重了。

　　What about Valujet, the US airline that, after a 1996 crash in the Florida Everglades, re-emerged, successfully, as AirTran? That was a US incident, Prof Argenti said. “This is a globalstory that everyone is following.”

　　那么美国瓦卢杰航空公司(Valujet)的例子呢?1996年在佛罗里达大沼泽地发生坠机事故后，这家公司更名为穿越航空(AirTran)，成功再次崛起。阿根提教授说，那是一起美国的事故。“马航事件则是每个人都在关注的全球性事件。”

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