2017-04-22 Sophie 終身成長之旅
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【天天用英語】
2017/4/21學習內容
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D111 Keeping it under your hat
An old management idea /gets a new lease of life
Schumpeter
來源:
http://www.economist.com/news/business-and-finance/21696911-tech-fashion-old-management-idea-back-vogue-vertical-integration-gets-new
(講師：張海霞)
文章結構：
第一部分：（1）
第一段用兩家耳熟能詳的公司APPLE和TESLA引入vertically integrated 的概念。
第二部分：（2-4）
第二段一個世紀以前，Vertical integration的稱霸階段。
第三段Vertical integrity的低迷時期；與第二段形成對比。
第四段指出一個現象，Vertical integration的復蘇，隨著市場的發展，公司考慮新的管理模式；IBM, MS外包；新秀的全棧式樣經營。
第三部分：（5-9）
第五至九段分別論證了Vertical integration 逆轉的五個原因：simplicity, frontier, choice, worries, and speed.
第四部分：（10）
作者指出最后的結論：Vertical integration can not sweep all before it.
>Note:
**Schumpeter **n. 熊彼特（美籍奧匈帝國經濟學家，當代資產階級經濟學代表人物之一）
Keeping it /under your hat 保密，不要伸張
EG: you must promise to keep it under your hat.
你必須保證要保守秘密。
EG:About the new technology, all of the employees must keep it under the hats.
所有員工必須對最新技術保密。
An old management idea /gets a new lease of life.
傳統管理理念正在重獲新生。
**Get a new lease of life **重獲新生
EG: After recovering from the disease, he obtained a new lease of life.
大病痊愈，他重獲新生。
PART 1
[1] Apple and Tesla are two of the world's most talked-about companies. They are also two of the most vertically integrated. Apple not only writes much of its own software,/ but （also）designs its own chips/ and runs its own shops. Tesla makes 80% of its electric cars /and sells them directly to its customers. It is also constructing a network of service stations and building the world's biggest battery factory,/ in the Nevada desert.
NOTE:
第一段用兩家耳熟能詳的公司引入vertically integrated 的概念。
Tesla：電動車公司，2003年成立于硅谷
**most talked-about **最被熱議的,最常被討論的。
EG: She is the most talked-about girl in our school.
她是我們學習最為熱議的女孩。
Most talked-about issue 熱點問題
**vertically integrated **垂直整合，什么都自己干
**integrate **vt.整合
**integer **n.整數
chip n.芯片，薯條
PART 2
[2] A century ago this sort of vertical integration was the rule: /companies integrated “backwards”, /by buying sources for raw materials and suppliers,/ and “forwards”, /by buying distributors. Standard Oil/ owned delivery wagons and refineries /in addition to oil wells. Carnegie owned iron-ore deposits and rail carriages as well as blast furnaces. In his 1926 book/ “Today and Tomorrow” / Henry Ford wrote that vertical integration was the key to his success: /“If you want it done right, do it yourself.” He claimed he could extract ore in Minnesota from his own mines, /ship it to his River Rouge facility in Detroit and have it sitting as a Model T in a Chicago driveway/—in no more than 84 hours.
NOTE:
第二段一個世紀以前，Vertical integration的稱霸階段。解釋vertical integration，兩種整合方式，向后backwards和向前forwards整合兩種。將生產線整合到一起，包括核心技術到零件處理以及直銷分銷整合。
Vertical integration垂直整合；垂直統一管理；[經] 縱向結合
Standard Oil美孚石油，獨霸美國，90%石油份額
Carnegie卡內基鋼鐵
rail carriage 火車運輸
blast furnaces n. [爐窯] 鼓風爐，[冶] 高爐
If you want it done right, do it yourself.
想要對，自己干。
**Minnesota **[,mini's?ut?] n. 明尼蘇達州（美國中北部洲）
**River Rouge **[ru?]
facility [f?'s?l?ti] n. 設施；設備；容易；靈巧
**Detroit **[di'tr?it] n. 底特律（美國一座城市）
[3] Today this sort of bundling is rare:/ for the past 30 years firms have been focusing on their core business/ and contracting out everything else to specialists. Steelmakers sold their mining operations and carmakers/ spun off their parts suppliers. Controlling it all made sense, the argument went, when markets were rudimentary: when supplies of vital materials were limited/ or contractors could cheat you. As markets became more sophisticated these justifications fell away. Thanks to globalization,/ companies could always find new resources and better suppliers.
NOTE:
第三段Vertical integrity的低迷時期；與第二段形成對比。
bundling ['b?ndli?] =vertical integration
n. 捆綁銷售；捆扎；集束
v. 包捆；把…攆走；歸攏；匆忙地走（bundle的ing形式）adj. 捆綁的；打包的
core business 核心業務
contracting out 合同外包
spin off=sell甩掉
**spin-off **副產品,衍生品；創造新的事物而不影響原物的大小（穩定性）；
EG: This ice-cream is just a spin-off of KFC.
這款冰淇淋只是KFC的一個副產品。
EG: The Originals is The Vampire Diaries’ Spin-off
Controlling it all made sense, the argument went, when markets were rudimentary.*
當市場還處于初步階段的時候，全盤控制是行得通的。
rudimentary [,ru?d?'ment(?)r?] adj. 基本的；初步的；退化的；殘遺的；未發展的
justification 美 [,d??st?f?'ke??n] n. 理由；辯護；認為有理，認為正當；釋罪
Thanks to 幸虧，因為
EG: Thanks to her fearless, we finally survive the game.
多虧它的無畏，我們最后贏得了游戲。
Thanks to the high speed railway, we can visit each other in a far less time.
多虧了高鐵，我們可以用更少的時間拜訪彼此。
[4] Yet a growing number of companies are having second thoughts. This is most visible in information technology. The industry's leaders were at the heart of the contracting-out revolution. Vertically integrated companies such as IBM outsourced as much as possible in order to lower costs. Upstarts/ such as Microsoft prospered by focusing on a narrow/—but exceptionally valuable—/slice of the pie: the operating system of personal computers. Now many startups in Silicon Valley pride themselves for being “full stack”. But re-bundling can be found everywhere, /from fashion to manufacturing.
NOTE:
第四段市場進步，公司考慮新的管理模式。IBM, MS外包；新秀的全棧式樣經營。
second thought 猶豫，重新考慮
EG: We agreed to go visit Disneyland during Labor’s Day, but, on a second thought, we decide not to go.
我們本來打算五一去迪士尼樂園，但是重新考慮之后，我們決定不去了。
visible [?v?z?bl]
n. 可見物；進出口貿易中的有形項目adj. 明顯的；看得見的；現有的；可得到的
at the heart of：處于……的中心/核心
information technology：信息公司
contracting-out revolution：外包革命
upstart 美 ['?pstɑrt]
n. 暴發戶；自命不凡的人；傲慢自負的人adj. 暴富的；自命不凡的
vt. 使…突然跳起；使…崛起vi. 突然跳起；崛起
prosper 美 ['prɑsp?]
vi. 繁榮，昌盛；成功vt. 使……成功；使……昌盛；使……繁榮
a slice of the pie 一小片蛋糕
the operating system of personal computers PC的操作系統
full stack 全棧式，一條龍服務
full stack developer/ programmer 全棧工程師
PART 3
[5] Reasons for the reversal abound,/ but five stand out. The most important is simplicity. Consumers are willing to pay a premium for well-integrated products that do not force them to deal with different suppliers /or land them with components that do not talk to each other. They want to be able simply to press a button and let the machine do the rest. This is largely why Apple opted for integration, as did Nest, a maker of wireless thermostats.
NOTE:
第五段五個關于此種逆轉的理由，第一個理由簡單。
Reasons abound 原因很多。
EG: Reasons for loving you abound, but one stands out.
愛你的理由很多，但其中一個尤為突出。
reversal 美 [r?'v?sl] n. 逆轉；[攝] 反轉；[法] 撤銷
abound 美 [?'ba?nd] vi. 富于；充滿
pay a premium for 付…傭金
premium 美 ['prim??m] n. 額外費用；獎金；保險費;(商)溢價adj. 高價的；優質的
Consumers are willing to pay a premium for well-integrated products that do not force them to deal with different suppliers /or land them with components that do not talk to each other.
良好集成的產品，使得消費者可以不用和不同的供應商打交道，或者不用面對一堆整合度不高的零部件，他們還是愿意為此付高價的。
opt for選擇
EG: It’s not a option.
這不是一個選擇。
thermostat 美 ['θ?m?st?t] n. 恒溫器；自動調溫器vt. 為…配備恒溫器；用恒溫器控制
[6] A second reason is that firms operating on the technological frontier often find it more efficient to do things in-house. Companies that are inventing the future frequently have no choice but to pour money into new ventures/ rather than buy components off the shelf. This explains Tesla’s “gigafactory” for batteries: their availability is the biggest constraint on the firm’s growth. Boeing tried to cut its production costs/ by outsourcing 70% of the production of its 787 Dreamliner to hundreds of different suppliers— more than any airliner before. The result was a disaster: parts came in late; bits didn’t fit together; deadlines were missed. The firm reversed course, bringing manufacturing back in house and buying a factory.
NOTE:
第二個理由，用波音反例佐證垂直整合的優勢。
Frontier=cutting edge最前沿的
Gigafactory=gigantic factory超級工廠 超級工廠
Constraint n.瓶頸，約束
in-house 美 [?n ha?s] adv. 內部地，機構內部
have no choice but to：不得不，只好
Boeing ['b?ui?] n. 波音（客機）
[7] A third reason is choice: the more the market has to offer, the more important it is to build a relationship with customers. Netflix and Amazon now create their own television shows in order to keep their viewers from buying more generic content elsewhere. Harry’s, an American company that sends its subscribers a regular supply of razors and shaving cream, spent $100m to buy a German razor-blade factory.
NOTE:
第三個理由，可以和顧客建立更多的聯系。
Build a relationship with sb. 和某人建立聯系
Netflix n. 網飛公司，賣DVD的；
One’s own television shows自制劇
generic 美 [d??'n?r?k] adj. 類的；一般的；屬的；非商標的
**Genetic content **通用內容
personalized content 個性化內容
EG: 69% of the customers want to receive personalized content based on their website activity and past purchases, rather than generic content.
69%客戶希望得到個性化推薦內容，而不是通用內容。
subscriber 美 [s?b'skra?b?] n. 訂戶；簽署者；捐獻者
[8] Choice is reinforced by speed: fashion brands such as Spain’s Zara have resisted contracting out everything. Instead, they operate their own clothes factories, /employ their own designers and run their own shops. This gives them a big advantage:/ they can turn the latest trend into new product, /often in small batches, /and have it in stores in a couple of weeks. Less vertically integrated brands/ such as Gap and American Apparel find they are stuck with yesterday’s creations /because they cannot get supply chains to produce new wares quickly.
NOTE:
第四個理由：速度；ZARA，GAP，AA.
Zera 快時尚
in small batches 小批量
**
American Apparel 美國服飾（品牌名）
**
be stuck with 受困于
[9] And then there is a combination of old worries about geopolitical uncertainty and new worries about the environment. In 2014 Ferrero, an Italian confectionary-maker,/ bought OltanGida, /which produces one-third of Turkey’s hazelnuts, /the vital ingredient in Nutella. In 2015 IKEA, a Swedish furniture company, bought nearly 100,000 acres of forests in Romania/ and the Balticregion. Earlier this year Chem China,/ a state-owned company,/ purchased Syngenta, a Swiss seeds and pesticides group, for $43 billion, driven by the government’s quest for food security. Cruise companies such as Costa Cruises and Disney/ have bought islands in the Caribbean and the Bahamas so that they can guarantee that their passengers will have somewhere empty /and unspoiled to visit when they sail past.
NOTE：
第五個原因：擔憂；Ferrero, IKEA, CHEM China，Cruise跨國買原產品，應對關于對地理環境的擔憂.
geopolitical 美 [,d?iop?'lit?kl] adj. 地理政治學的
Ferrero [fer'r?ro] n. 費列羅（全球第四大巧克力制造商）
confectionary美 [k?n'f?k??n,?ri] n. 糖果；糖果店；糕餅adj. 糖果的；糖果商的；糕餅的
confection n.糖果
hazelnut 美 ['hezln?t] n. 榛子；榛樹
ingredient 美 [?n'ɡrid??nt] n. 原料；要素；組成部分adj. 構成組成部分的
Nutella n. 能多益（巧克力醬品牌）
IKEA n. 宜家家居（瑞典公司）
Romania 英 [r?u'meinj?] n. 羅馬尼亞（歐洲巴爾干半島東北部國家）
**Syngenta **先正達（全球領先的植保公司）
quest 美 [kw?st] n. 追求；尋找vi. 追求；尋找vt. 探索
**food security **食品安全
**cruise 美 [kr?z] **
vi. 巡航，巡游；漫游vt. 巡航，巡游；漫游n. 巡航，巡游；乘船游覽
Caribbean [k?ri'bi(:)?n] n. 加勒比海adj. 加勒比人的；加勒比海的；加勒比語的
the Bahamas英 [b?'hɑ:m?z] 巴哈馬群島；巴哈馬
**spoil **v.慣壞
EG: I want to spoil them.
我就想寵壞他們。
Xiajie spoiled both her children and tried too late to rein them in.
霞姐慣壞了她的兩個孩子，想要管束他們的時候已經來不及了。
unspoiled [,?n'sp?ild] adj. 未損壞的；未寵壞的
PART 5 Core complexities
[10] The renewed fashion for vertical integration will not sweep all before it. For the most mundane products/ the logic of contracting out still reigns supreme. And today’s bundling is less ambitious than Henry Ford’s: Apple, for instance,/ contracts out a lot of production to contract manufacturers/ such as Foxconn (though it keeps them on a tight leash). Integration is also hard to pull off: Tesla lost some of its shine on April 11th when it recalled 2,700 of its sport-utility vehicles because of a glitch. That said,/ striking the right balance between doing things in-house and contracting things out/ is clearly much more complicated than it was/ in the days when Tom Peters and his fellow gurus/ told companies to focus on what they do best/ and outsource the rest.
NOTE:
核心復雜性，市場在不斷變化，垂直整合并不能解決所有問題。
The renewed fashion for vertical integration will not sweep all before it.
逐漸復出的垂直整合并不能解決所有問題。
sweep all before it 全部掃除，解決所有問題整合與外包需要一個平衡
EG：Time does not sweep all before it.
時間不能解決一切。
**reign supreme **1.主宰；稱雄2.盛行
**supreme **美 [s?'prim] adj. 最高的；至高的；最重要的n. 至高；霸權
Foxconn [fɑkskɑn] n. 富士康（公司名）
leash美 [li?] n. 皮帶；束縛vt. 束縛；用皮帶綁住
sport utility vehicle=S.U.V. 運動型多功能用途車
glitch 美 [ɡl?t?] n. 小故障；失靈；[電子] 短時脈沖波干擾
guru美 ['ɡ?ru] n. 古魯（指印度教等宗教的宗師或領袖）；領袖；專家
outsource 美 ['a?ts?rs] vt. 把…外包 vi. 外包
上一篇【天天用英語】筆記N0.2-2|D110 Think less, think better
http://www.lxweimin.com/p/c98ad8105828
