2017-04-22 Sophie 终身成长之旅

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终成长之旅（Enphier）
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【天天用英语】
2017/4/21学习内容
总结整理而成，
供交流学习使用。

D111 Keeping it under your hat
An old management idea /gets a new lease of life
Schumpeter
来源:
http://www.economist.com/news/business-and-finance/21696911-tech-fashion-old-management-idea-back-vogue-vertical-integration-gets-new
(讲师：张海霞)

文章结构：
第一部分：（1）
第一段用两家耳熟能详的公司APPLE和TESLA引入vertically integrated 的概念。
第二部分：（2-4）
第二段一个世纪以前，Vertical integration的称霸阶段。
第三段Vertical integrity的低迷时期；与第二段形成对比。
第四段指出一个现象，Vertical integration的复苏，随着市场的发展，公司考虑新的管理模式；IBM, MS外包；新秀的全栈式样经营。
第三部分：（5-9）
第五至九段分别论证了Vertical integration 逆转的五个原因：simplicity, frontier, choice, worries, and speed.
第四部分：（10）
作者指出最后的结论：Vertical integration can not sweep all before it.

>Note:
**Schumpeter **n. 熊彼特（美籍奥匈帝国经济学家，当代资产阶级经济学代表人物之一）

Keeping it /under your hat 保密，不要伸张
EG: you must promise to keep it under your hat.
你必须保证要保守秘密。
EG:About the new technology, all of the employees must keep it under the hats.
所有员工必须对最新技术保密。

An old management idea /gets a new lease of life.
传统管理理念正在重获新生。
**Get a new lease of life **重获新生
EG: After recovering from the disease, he obtained a new lease of life.
大病痊愈，他重获新生。

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:
第一段用两家耳熟能详的公司引入vertically integrated 的概念。

Tesla：电动车公司，2003年成立于硅谷
**most talked-about **最被热议的,最常被讨论的。
EG: She is the most talked-about girl in our school.
她是我们学习最为热议的女孩。
Most talked-about issue 热点问题
**vertically integrated **垂直整合，什么都自己干
**integrate **vt.整合
**integer **n.整数
chip n.芯片，薯条

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:
第二段一个世纪以前，Vertical integration的称霸阶段。解释vertical integration，两种整合方式，向后backwards和向前forwards整合两种。将生产线整合到一起，包括核心技术到零件处理以及直销分销整合。

Vertical integration垂直整合；垂直统一管理；[经] 纵向结合

Standard Oil美孚石油，独霸美国，90%石油份额
Carnegie卡内基钢铁
rail carriage 火车运输
blast furnaces n. [炉窑] 鼓风炉，[冶] 高炉

If you want it done right, do it yourself.
想要对，自己干。

**Minnesota **[,mini'səutə] n. 明尼苏达州（美国中北部洲）
**River Rouge **[ruʒ]
facility [fə'sɪləti] n. 设施；设备；容易；灵巧
**Detroit **[di'trɔit] n. 底特律（美国一座城市）

[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的低迷时期；与第二段形成对比。

bundling ['bʌndliŋ] =vertical integration
n. 捆绑销售；捆扎；集束
v. 包捆；把…撵走；归拢；匆忙地走（bundle的ing形式）adj. 捆绑的；打包的

core business 核心业务

contracting out 合同外包

spin off=sell甩掉

**spin-off **副产品,衍生品；创造新的事物而不影响原物的大小（稳定性）；
EG: This ice-cream is just a spin-off of KFC.
这款冰淇淋只是KFC的一个副产品。
EG: The Originals is The Vampire Diaries’ Spin-off

Controlling it all made sense, the argument went, when markets were rudimentary.*
当市场还处于初步阶段的时候，全盘控制是行得通的。
rudimentary [,ruːdɪ'ment(ə)rɪ] adj. 基本的；初步的；退化的；残遗的；未发展的

justification 美 [,dʒʌstɪfɪ'keʃən] n. 理由；辩护；认为有理，认为正当；释罪

Thanks to 幸亏，因为
EG: Thanks to her fearless, we finally survive the game.
多亏它的无畏，我们最后赢得了游戏。
Thanks to the high speed railway, we can visit each other in a far less time.
多亏了高铁，我们可以用更少的时间拜访彼此。

[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:
第四段市场进步，公司考虑新的管理模式。IBM, MS外包；新秀的全栈式样经营。

second thought 犹豫，重新考虑
EG: We agreed to go visit Disneyland during Labor’s Day, but, on a second thought, we decide not to go.
我们本来打算五一去迪士尼乐园，但是重新考虑之后，我们决定不去了。

visible [ˈvɪzəbl]
n. 可见物；进出口贸易中的有形项目adj. 明显的；看得见的；现有的；可得到的

at the heart of：处于……的中心/核心

information technology：信息公司

contracting-out revolution：外包革命

upstart 美 ['ʌpstɑrt]
n. 暴发户；自命不凡的人；傲慢自负的人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 ['prɑspɚ]
vi. 繁荣，昌盛；成功vt. 使……成功；使……昌盛；使……繁荣

a slice of the pie 一小片蛋糕

the operating system of personal computers PC的操作系统

full stack 全栈式，一条龙服务
full stack developer/ programmer 全栈工程师

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:
第五段五个关于此种逆转的理由，第一个理由简单。

Reasons abound 原因很多。
EG: Reasons for loving you abound, but one stands out.
爱你的理由很多，但其中一个尤为突出。

reversal 美 [rɪ'vɝsl] n. 逆转；[摄] 反转；[法] 撤销

abound 美 [ə'baʊnd] vi. 富于；充满

pay a premium for 付…佣金
premium 美 ['primɪəm] n. 额外费用；奖金；保险费;(商)溢价adj. 高价的；优质的
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.
良好集成的产品，使得消费者可以不用和不同的供应商打交道，或者不用面对一堆整合度不高的零部件，他们还是愿意为此付高价的。

opt for选择
EG: It’s not a option.
这不是一个选择。

thermostat 美 ['θɝməstæt] n. 恒温器；自动调温器vt. 为…配备恒温器；用恒温器控制

[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:
第二个理由，用波音反例佐证垂直整合的优势。

Frontier=cutting edge最前沿的

Gigafactory=gigantic factory超级工厂 超级工厂

Constraint n.瓶颈，约束

in-house 美 [ɪn haʊs] adv. 内部地，机构内部

have no choice but to：不得不，只好

Boeing ['bəuiŋ] n. 波音（客机）

[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:
第三个理由，可以和顾客建立更多的联系。

Build a relationship with sb. 和某人建立联系

Netflix n. 网飞公司，卖DVD的；

One’s own television shows自制剧

generic 美 [dʒə'nɛrɪk] adj. 类的；一般的；属的；非商标的
**Genetic content **通用内容
personalized content 个性化内容
EG: 69% of the customers want to receive personalized content based on their website activity and past purchases, rather than generic content.
69%客户希望得到个性化推荐内容，而不是通用内容。

subscriber 美 [səb'skraɪbɚ] n. 订户；签署者；捐献者

[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:
第四个理由：速度；ZARA，GAP，AA.

Zera 快时尚

in small batches 小批量
**
American Apparel 美国服饰（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：
第五个原因：担忧；Ferrero, IKEA, CHEM China，Cruise跨国买原产品，应对关于对地理环境的担忧.

geopolitical 美 [,dʒiopə'litɪkl] adj. 地理政治学的

Ferrero [fer'rɛro] n. 费列罗（全球第四大巧克力制造商）
confectionary美 [kən'fɛkʃən,ɛri] n. 糖果；糖果店；糕饼adj. 糖果的；糖果商的；糕饼的
confection n.糖果

hazelnut 美 ['hezlnʌt] n. 榛子；榛树

ingredient 美 [ɪn'ɡridɪənt] n. 原料；要素；组成部分adj. 构成组成部分的

Nutella n. 能多益（巧克力酱品牌）

IKEA n. 宜家家居（瑞典公司）

Romania 英 [rəu'meinjə] n. 罗马尼亚（欧洲巴尔干半岛东北部国家）

**Syngenta **先正达（全球领先的植保公司）

quest 美 [kwɛst] n. 追求；寻找vi. 追求；寻找vt. 探索

**food security **食品安全

**cruise 美 [krʊz] **
vi. 巡航，巡游；漫游vt. 巡航，巡游；漫游n. 巡航，巡游；乘船游览

Caribbean [kæri'bi(:)ən] n. 加勒比海adj. 加勒比人的；加勒比海的；加勒比语的
the Bahamas英 [bə'hɑ:məz] 巴哈马群岛；巴哈马

**spoil **v.惯坏
EG: I want to spoil them.
我就想宠坏他们。
Xiajie spoiled both her children and tried too late to rein them in.
霞姐惯坏了她的两个孩子，想要管束他们的时候已经来不及了。
unspoiled [,ʌn'spɔild] adj. 未损坏的；未宠坏的

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:

核心复杂性，市场在不断变化，垂直整合并不能解决所有问题。

The renewed fashion for vertical integration will not sweep all before it.
逐渐复出的垂直整合并不能解决所有问题。

sweep all before it 全部扫除，解决所有问题整合与外包需要一个平衡
EG：Time does not sweep all before it.
时间不能解决一切。

**reign supreme **1.主宰；称雄2.盛行
**supreme **美 [sə'prim] adj. 最高的；至高的；最重要的n. 至高；霸权

Foxconn [fɑkskɑn] n. 富士康（公司名）

leash美 [liʃ] n. 皮带；束缚vt. 束缚；用皮带绑住

sport utility vehicle=S.U.V. 运动型多功能用途车

glitch 美 [ɡlɪtʃ] n. 小故障；失灵；[电子] 短时脉冲波干扰
guru美 ['ɡʊru] n. 古鲁（指印度教等宗教的宗师或领袖）；领袖；专家
outsource 美 ['aʊtsɔrs] vt. 把…外包 vi. 外包

上一篇【天天用英语】笔记N0.2-2|D110 Think less, think better
http://www.jianshu.com/p/c98ad8105828