Unit 4 text A 原文未删减版本.docx
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Unit 4 text A 原文未删减版本.docx
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Unit4textA原文未删减版本
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OutsourcingInnovation
March21,2005
Firstcamemanufacturing.NowcompaniesarefarmingoutR&Dtocutcostsandgetnewproductstomarketfaster.Aretheygoingtoofar?
farmout:
arrangedforcontractedworktobedonebyothers外包
AstheMediterraneansunbathedthefestivecafésandshopsoftheCôted'AzurtownofCannes,bannerswiththelogosofMotorola(MOT),RoyalPhilipsElectronics(PHG),palmOne(PLMO),andSamsungflutteredfromthemastsofplushyachtsmooredintheharbor.Onboard,topexecshostednonstopsalesmeetingsduringthedayandchampagnedinnersatnighttopushtheirlatestwirelessgadgets.Outsidethecity'sconventionhall,carnivalbarkers,clownsonstilts,andvivaciousmodelswithbrightredwigsluredpassersbyintoflashyexhibits.Foranyoneinthetelecomindustrywantingtoshouttheirachievementstotheworld,therewasnomoreglamorousspotthanthesprawling3GSMWorldCongressinSouthernFranceinFebruary.
flutter:
movebackandforthveryrapidly飘动
yacht:
anexpensivevesselpropelledbysailorpowerandusedforcruisingorracing游艇;
plushyacht:
豪华游艇
moor:
comeintoordockatawharf停泊
gadget:
adevicethatisveryusefulforaparticularjob有用的小装置
conventionhall:
conferencehall会议中心
carnivalbarkers:
狂欢节的娱乐场所外高声招徕顾客者
clownsonstilts:
踩高跷的小丑
vivacious:
vigorousandactive活泼的、快活的
flashy:
浮华的
glamorous:
havinganairofallure,romanceandexcitement富有魅力的,迷人的
YetmanyofthemostintriguingproductlaunchesinCannestookplacefarfromthelimelight.HTCCorp.,ared-hotdeveloperofmultimediahandsets,didn'tevenhaveitsownbooth.Instead,theTaiwanesecompanyshowedoffitslatestwirelessdevicesalongsidepartnersthatsellHTC'smodelsundertheirownbrandnames.FlextronicsCorp.demonstratedseveralconceptphonesexclusivelybehindcloseddoors.AndCellonInternationalrentedadiscretethree-roomapartmentacrossfromtheconventioncentertounveilitsnewdevicestoasteadystreamoftelecomexecutives.ThenewofferingsincludedtheC8000,featuringeye-poppingsoftware.Cradlethedevicetoyourearanditgoesintotelephonemode.Peerthroughtheviewfinderanditautomaticallyshiftsintocameramode.Holdtheendofthedevicetoyoureyeanditmorphsintoavideocam.
yet:
conj.Anddespitethis;nevertheless:
“ Shesaidshewouldbelate,yetshearrivedontime.”
limelight:
afocusofpublicattention公众关注的中心
farfromthelimelight:
farfromthepublicattention远离公众焦点
red-hot:
newestormostrecent最新的
morph:
causetochangeshapeinacomputeranimation(电脑动画中)变形
HTC?
Flextronics?
Cellon?
There'sagoodreasonthesearehardlyhouseholdnames.Themultimediadevicesproducedfromtheirprototypeswillenduponretailshelvesunderthebrandsofcompaniesthatdon'twantyoutoknowwhodesignstheirproducts.Yettheseandotherlittle-knowncompanies,withnamessuchasQuantaComputer,PremierImaging,WiproTechnologies(WIT),andCompalElectronics,arefastemergingashiddenpowersofthetechnologyindustry.
Theyarethevanguardofthenextstepinoutsourcing--ofinnovationitself.WhenWesterncorporationsbegansellingtheirfactoriesandfarmingoutmanufacturinginthe'80sand'90stoboostefficiencyandfocustheirenergies,mostinsistedalltheimportantresearchanddevelopmentwouldremainin-house.
Butthatpledgeisnowpassé.Today,thelikesofDell(DELL),Motorola,(MOT)andPhilipsarebuyingcompletedesignsofsomedigitaldevicesfromAsiandevelopers,tweakingthemtotheirownspecifications,andslappingontheirownbrandnames.It'snotjustcellphones.Asiancontractmanufacturersandindependentdesignhouseshavebecomeforcesinnearlyeverytechdevice,fromlaptopsandhigh-definitionTVstoMP3musicplayersanddigitalcameras."Customersusedtoparticipateindesigntwoorthreeyearsback,"saysJackHsieh,vice-presidentforfinanceatTaiwan'sPremierImagingTechnologyCorp.,amajorsupplierofdigitalcamerastoleadingU.S.andJapanesebrands."Butstartinglastyear,manyjusttakeourproduct.Becauseofpricecompetition,theyhaveto."
Whiletheelectronicssectorisfurthestdownthisroad,thesearchforoffshorehelpwithinnovationisspreadingtonearlyeverycorneroftheeconomy.OnFeb.8,BoeingCo.(BA)saiditisworkingwithIndia'sHCLTechnologiestoco-developsoftwareforeverythingfromthenavigationsystemsandlandinggeartothecockpitcontrolsforitsupcoming7E7Dreamlinerjet.PharmaceuticalgiantssuchasGlaxoSmithKline(GSK)andEliLilly(LLY)areteamingupwithAsianbiotechresearchcompaniesinabidtocuttheaverage$500millioncostofbringinganewdrugtomarket.AndProcter&GambleCo.(PG)saysitwantshalfofitsnewproductideastobegeneratedfromoutsideby2010,comparedwith20%now.
CompetitiveDangers
Underlyingthistrendisagrowingconsensusthatmoreinnovationisvital--butthatcurrentR&Dspendingisn'tyieldingenoughbangforthebuck.Afterspendingyearssqueezingcostsoutofthefactoryfloor,backoffice,andwarehouse,CEOsareaskingtoughquestionsabouttheironce-cloisteredR&Doperations:
Whyaresofewhitproductsmakingitoutofthelabsintothemarket?
Howmanyofthosepriceyengineersarereallycreatinggame-changingproductsortechnologybreakthroughs?
"R&Disthebiggestsingleremainingcontrollableexpensetoworkon,"saysAllenJ.Delattre,headofAccentureLtd.'s(ACN)high-techconsultingpractice."CompanieseitherwillhavetocutcostsorincreaseR&Dproductivity."
Theresultisarethinkingofthestructureofthemoderncorporation.What,specifically,hastobedonein-houseanymore?
Ataminimum,mostleadingWesterncompaniesareturningtowardanewmodelofinnovation,onethatemploysglobalnetworksofpartners.ThesecanincludeU.S.chipmakers,Taiwaneseengineers,Indiansoftwaredevelopers,andChinesefactories.IBM(IBM)isevenofferingthesmartsofitsfamedresearchlabsandanewglobalteamof1,200engineerstohelpcustomersdevelopfutureproductsusingnext-generationtechnologies.Whenthewholechainworksinsync,therecanbeadramaticleapinthespeedandefficiencyofproductdevelopment.
Thedownsideofgettingthebalancewrong,however,canbesteep.Startwiththedangeroffosteringnewcompetitors.MotorolahiredTaiwan'sBenQCorp.todesignandmanufacturemillionsofmobilephones.ButthenBenQbegansellingphoneslastyearintheprizedChinamarketunderitsownbrand.ThatpromptedMotorolatopullitscontract.Anotherriskisthatbrand-namecompanieswilllosetheincentivetokeepinvestinginnewtechnology."Itisaslipperyslope,"saysBostonConsultingGroupSeniorVice-PresidentJimAndrew."Iftheinnovationstartsresidinginthesuppliers,youcouldincrementalizeyourselftothepointwherethereisn'tmuchleft."
Suchperceptionsareabigreasonevencompaniesthatoutsourceheavilyrefusetodiscusswhathardwaredesignstheybuyfromwhomandimposestrictconfidentialityonsuppliers."Itisstilltaboototalkopenlyaboutoutsourceddesign,"saysForresterResearchInc.(FORR)consultantNaviRadjou,anexpertoncorporateinnovation.
Theconcernsalsoexplainwhydifferentcompaniesareadoptingwidelyvaryingapproachestothisnewparadigm.Dell,forexample,doeslittleofitsowndesignfornotebookPCs,digitalTVs,orotherproducts.Hewlett-PackardCo.(HPQ)saysitcontributeskeytechnologyandatleastsomedesigninputtoallitsproductsbutreliesonoutsidepartnerstoco-developeverythingfromserverstoprinters.Motorolabuyscompletedesignsforitscheapestphonesbutcontrolsallofthedevelopmentofhigh-endhandsetslikeitshot-sellingRazr.Thekey,execssay,istoguardsomesustainablecompetitiveadvantage,whetherit'scontroloverthelatesttechnologies,thelookandfeelofnewproducts,orthecustomerrelationship."Youhavetodrawaline,"saysMotorolaCEOEdwardJ.Zander.AtMotorola,"coreintellectualpropertyisaboveit,andcommoditytechnologyisbelow."
Wherevercompaniesdrawtheline,there'snoquestionthatthedemarcationbetweenmission-criticalR&Dandcommodityworkisslidingyearbyyear.Theimplicationsfortheglobaleconomyareimmense.CountriessuchasIndiaandChina,wherewagesremainlowandnewengineeringgraduatesareabundant,likelywillcontinuetobethebiggestgainersintechemploymentandbecomeincreasinglyimportantsuppliersofintellectualproperty.Someanalystsevenseeanewglobaldivisionoflaboremerging:
TherichWestwillfocusonthehighestlevelsofproductcreation,andallthejobsofturningconceptsintoactualproductsorservicescanbeshippedout.ConsultantDanielH.Pink,authorofthenewbookAWholeNewMind,arguesthatthe"leftbrain"intellectualtasksthat"areroutine,computer-like,andcanbeboileddowntoaspecsheetaremigratingtowhereitischeaper,thankstoAsia'srisingeconomiesandthemiracleofcyberspace."TheU.S.willremainstrongin"rightbrain"workthatentails"artistry,creativity,andempathywiththecustomerthatrequiresbeingphysicallyclosetothemarket."
Youcanseethisgreatdividealreadytakingshapeinglobalelectronics.Theprocessstartedinthe1990swhenTaiwanemergedasthecapitalofPCdesign,largelybecausethecriticaltechnologywasstandardized,onMicrosoftCorp.'s(MSFT)operatingsystemsoftwareandIntelCorp.'s(INTC)microprocessor.Today,Taiwanese"original-designmanufacturers"(ODMS),sonamedbecausetheybothdesignandassembleproductsforothers,supplysome65%oftheworld'snotebookPCs
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