發(fā)現(xiàn)之旅：三大杰出公司運轉(zhuǎn)內(nèi)幕
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????愛因斯坦曾說過，哪怕再聰明，思考再長的時間，但如果不親自打開手表檢視，就永遠(yuǎn)都不會明白它的工作原理。他所說的是如何理解宇宙萬物，這個問題我們得留給物理學(xué)家。但我在此要強調(diào)的是，這個道理同樣適用于商業(yè)領(lǐng)域。作為旁觀者，我們研究一家公司或一個行業(yè)并不難，但若要真正厘清它們的運作內(nèi)幕，就必須親自深入公司或行業(yè)的內(nèi)部。因此，我們推出本期專題報道，深入三家公司內(nèi)部，探索它們真實的的運轉(zhuǎn)情況。 ????首先，讓我們從全球汽車行業(yè)昔日的王者豐田汽車公司（Toyota）開始。兩年前，豐田還是業(yè)界的霸主。但之后，這家公司遭遇了一連串的危機，此后聲勢大不如前。汽車行業(yè)權(quán)威艾利克斯?泰勒三世遠(yuǎn)赴紐約、洛杉磯和日本豐田市進行調(diào)研，撰寫了報道《豐田幼主吹響汽車霸主回歸沖鋒號》，詳細(xì)闡述了豐田的回歸大計，分析了豐田極有希望如愿以償?shù)脑颉?/p> ????如果想研究營銷領(lǐng)域的未來圖景，再也找不到比俄勒岡州比弗頓耐克公司（Nike）總部的杰里萊絲大廈更合適的地方了。信息科技革命顛覆了傳統(tǒng)的營銷方式，其變化之深刻很少有其他行業(yè)可以相提并論?；ヂ?lián)網(wǎng)市場研究公司eMarkerter稱，在線廣告將于今年首次超越平面廣告。在《耐克營銷新招解密》（Nike's New Marketing Mojo）一文中，斯考特?森德羅維斯基親赴耐克公司杰里萊絲大廈調(diào)研，闡明了耐克因何削減廣告預(yù)算【今年耐克將不會在超級碗橄欖球比賽（Super Bowl）期間投放電視廣告】、公司的營銷重心將放在何處（Twitter、Facebook和手機)，以及這一切對我們意味著什么（意味深長）。 ????現(xiàn)在，再讓我們把目光投向信息科技革命中心硅谷正南600英里處。又一批有望改變世界的新興公司正在那里茁壯成長。天使投資人羅恩?康威對這些公司的投資力度無人能出其右，但他在硅谷之外卻鮮為人知。如果想了解今日的硅谷，就先得了解羅恩?康威?！敦敻弧冯s志（Fortune）的米格爾?赫爾夫特對他和他的投資模式進行了詳細(xì)介紹。 ????一旦了解了手表的原理，就會發(fā)現(xiàn)其實它并不如想象的那么有意思。然而，探析豐田、耐克和SV Angel投資公司如何運作不僅相當(dāng)有意思，而且還十分重要。 ????譯者：李玫曉/汪皓 |
????Einstein observed that no matter how smart you are, or how long you ponder, you can never be sure how a watch works unless you look inside. He was making a point about understanding the universe, which we'll leave to physicists and just note that it's the same with business. We can easily study a company or an industry from the outside, but we'll never really know how it works until we get inside. That's why, in this special package of articles, we're presenting examples of the classic deep Fortune story, going inside three companies to see how they really work. ????Start with a dethroned king -- Toyota (TM), colossus of the global auto industry until just two years ago, when it was humbled by a confluence of crises. In "Toyota's Comeback Kid," auto industry authority Alex Taylor III reports from New York, Los Angeles, and Toyota City, Japan, explaining exactly how the quondam king intends to regain its throne and why its chances look good. ????If you want to see into the future of marketing -- and you do -- there is no better place to look than Beaverton, Ore., specifically the Jerry Rice Building at Nike headquarters. Few fields have been disrupted by the infotech revolution as profoundly as marketing. Online advertising will exceed print advertising this year for the first time, says the eMarketer research firm. In "Nike's New Marketing Mojo," Scott Cendrowski reports from inside the Jerry Rice Building on why Nike (NKE) has slashed its ad budget (no Super Bowl commercial this year), where it's putting its marketing muscle instead (Twitter, Facebook, your phone), and what it means for the rest of us (lots). ????Now proceed 600 miles due south to the heart of the infotech revolution, Silicon Valley. A new generation of potentially world-changing companies is being spawned there, and the man who invests in more of them than anyone else is Ron Conway, a figure little known outside the Valley. It turns out that to understand how Silicon Valley works today, you need to understand Ron Conway. Fortune's Miguel Helft explains the man and his methods. ????How a watch works, once you figure it out, isn't all that interesting. How Toyota, Nike, and Silicon Valley work is extraordinarily interesting and more. It's important. |
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