经济学人265:新兴市场的跨国公司

　　Business
商业报道
Multinationals² in emerging markets
新兴市场的跨国公司
Must try harder
要做的还有很多
The ambitions of Western firms in emerging markets far exceed their efforts
西方跨国公司在新兴市场行动滞后于雄心
22222222222_副本.jpgSPEAK to the boss of a big, rich-world multinational¹ company and he will soon wax lyrical about the attractions of emerging markets.
假如跟发达国家跨国公司老总聊天，他肯定会大加赞赏新兴市场的魅力。
Even recent wobbles in some of these countries have not curbed³ vocal⁴ enthusiasm for the BRICS and other collections of high-growth markets,
即便是新兴市场近期的经济动摇状况也没有削弱跨国公司对金砖四国及其他国家高速增长的市场的夸赞和热情。
whose prospects⁵ have more than offset⁶ a gloomy prognosis for the maturing, growth-starved domestic markets of the developed economies.
新兴市场的繁荣不仅仅消除了发达经济体由于自身发展成熟而导致国内增长停滞从而产生的消极预期。
So, with the source of future profits so clearly identified, presumably such firms are doing everything possible to succeed in emerging markets?
因而，未来利润之源如此显而易见之时，大概这些跨国公司会尽一切可能在新兴市场抢占先机吧？
Strangely, it seems they are not.
然而奇怪的是，他们似乎并不急于行动。
Or so says a new report, Playing to Win in Emerging Markets, by the Boston Consulting Group.
据波士顿咨询集团的一篇名为为夺取新兴市场的新闻报道，情况确实如此。
The consultancy polled over 150 executives from the world’s biggest multinational companies.
该公司针对来自全球最大的跨国公司的150名经理进行调查。
So far, those firms have not done badly, earning on average 28% of their revenues in emerging markets.
目前，那些公司的运营状况还不错，他们在新兴市场的收益平均达到总收益的28%。
Yet nearly four-fifths of them expect to gain market share, which could be trickier⁷.
然而80%的跨国公司想获得市场份额，这将会更加难以捉摸。
Many multinationals base their entire senior management team at home, where they are too remote to tackle the challenges involved in conquering new territories.
许多跨国公司将高级资深管理团队留在国内，这使得他们距新兴市场太过遥远，难以直面新疆域上的挑战。
Those firms that have moved at least two of their top 20 executives to the new front line have outperformed their rivals by far, says BCG.
据波士顿咨询集团消息，目前为止，在公司最顶尖的 20个高管中，那些至少派出两位到新兴市场前沿阵地的公司，其经济效益要比竞争对手好很多。
Schneider Electric recently relocated several senior people, including the boss, toHong Kong.
施耐德电器公司近期进行人事调动，将几名高管包括其老板安排到香港。
Global firms are also finding the going increasingly tough against local competitors.
跨国公司也意识到与当地的竞争对手之间的胶着越来越激烈。
The domestic firm can focus better on its home market, adapt more swiftly to changing conditions and is often prepared to take more risk, says BCG.
波士顿咨询集团称，相较而言，本地公司能更多地集中精力于国内市场，更快地适应变化了的情况并且做好了冒更多险的准备。
And nowadays it can tap the global market for the same people, capital and technology deployed⁸ by multinationals and attract talented local managers.
如今，本地公司也能通过跨国公司带来的人力、资本和技术开拓国际市场吸引才华横溢的本地经理人。
What can multinationals do to fight back?
跨国公司将如何予以反击？
David Michael, one of the authors of the report, reckons they need to treat emerging economies as their new core markets,
该报告的作者之一戴维?迈克尔认为他们应该将新兴市场作为新的核心市场。
if necessary changing their entire business models to make themselves more nimble and entrepreneurial.
如有必要，他们还要转换整个商业模式以使其更加灵活更具创造性。
Why are multinational bosses not walking their emerging-market talk?
为什么跨国公司的老板不践行他们有关新兴市场的言论？
One risk, as discovered last year by the boss of Procter Gamble, is that by devoting too much attention to emerging markets their company will lose focus on the rich countries that still,
正如保洁公司老总去年所发现的那样，拓展新兴市场有风险。倘若他们将太多的精力投入到新兴市场，他们的公司将相应地减少对富裕国家的投入，
for now, provide the bulk of its profits.
而后者却是跨国公司利润的主要来源。
1.succeed in 在…中获得成功
Outsiders seldom succeed in turning around a luxury brand.
局外人很少成功使得某一奢侈品牌成功脱困。
May you succeed in the coming new year!
祝你在新的一年里取得成功！
2.expect to 期许
We might also expect to see more trade in services.
我们也许还可以期望看到服务贸易的增多。
Experts expect to throw away some early work.
专家们希望把自己的早期作品置之度外。
3.at least 至少
Read at least 30 books.
至少读30本书。
At least august was quiet.
至少八月是安静的。
4.prepare to 准备
Others urged obama to prepare to return to copenhagen.
也有其他人敦促奥巴马做好准备重回哥本哈根。
I want you to prepare to jump!
我要你准备好跳下去!

1 multinational   

adj.多国的，多种国籍的；n.多国籍公司，跨国公司

参考例句：

• The firm was taken over by a multinational consulting firm.这家公司被一个跨国咨询公司收购。
• He analyzed the relationship between multinational corporations and under-developed countries.他分析了跨国公司和不发达国家之间的关系。

2 multinationals   

跨国公司( multinational的名词复数 )

参考例句：

• These local companies are only small fry compared with the huge multinationals. 同那些跨国公司比，这些当地的公司不过是小鱼小虾。
• Some people believe that the multinationals have too much power. 有人认为跨国公司的权力太大了。

3 curbed   

v.限制，克制，抑制( curb的过去式和过去分词 )

参考例句：

• Advertising aimed at children should be curbed. 针对儿童的广告应受到限制。 来自辞典例句
• Inflation needs to be curbed in Russia. 俄罗斯需要抑制通货膨胀。 来自辞典例句

4 vocal   

adj.直言不讳的；嗓音的；n.[pl.]声乐节目

参考例句：

• The tongue is a vocal organ.舌头是一个发音器官。
• Public opinion at last became vocal.终于舆论哗然。

5 prospects   

n.希望，前途(恒为复数)

参考例句：

• There is a mood of pessimism in the company about future job prospects. 公司中有一种对工作前景悲观的情绪。
• They are less sanguine about the company's long-term prospects. 他们对公司的远景不那么乐观。

6 offset   

n.分支，补偿；v.抵消，补偿

参考例句：

• Their wage increases would be offset by higher prices.他们增加的工资会被物价上涨所抵消。
• He put up his prices to offset the increased cost of materials.他提高了售价以补偿材料成本的增加。

7 trickier   

adj.狡猾的( tricky的比较级 )；（形势、工作等）复杂的；机警的；微妙的

参考例句：

• This is the general rule, but some cases are trickier than others. 以上是一般规则，但某些案例会比别的案例更为棘手。 来自互联网
• The lower the numbers go, the trickier the problems get. 武器的数量越低，问题就越复杂。 来自互联网

8 deployed   

（尤指军事行动）使展开( deploy的过去式和过去分词 )； 施展； 部署； 有效地利用

参考例句：

• Tanks have been deployed all along the front line. 沿整个前线已部署了坦克。
• The artillery was deployed to bear on the fort. 火炮是对着那个碉堡部署的。