翻译题 Beginning in the mid-2000s, companies began testing social technologies within business units and within functions such as marketing to improve critical functional tasks. Marketers used Facebook or YouTube to acquire new customers or for interactions with existing customers, for example, to build relationships with social influencers.
McKinsey data show that starting around six years ago, a more collaborative approach emerged, with advanced companies adopting internal platforms to connect employees. 【F1】Two-thirds to three-quarters of respondents during this middle stage said they were using social technologies to foster more collaboration, gather insights, or manage knowledge systematically. For example, companies searched pools of knowledge and talent across the organization to assemble project teams with relevant expertise.
In the most recent evolutionary phase, social technologies have been supporting and shaping strategy, opening up to wider participation and scrutiny in an area that has long been considered the preserve of an organizational elite. 【F2】Technology usage has matured at many companies that have forged internal and external networks, encouraging a range of stakeholders to participate in strategy development.
【F3】As part of this broadening base of participation, companies are encouraging enterprise crowd-sourcing—systematically looking both inside and outside the organization for innovative new ideas for problem solving and augmenting products and services. LEGO is one well-known example of a company that has embedded crowdsourcing into its innovation processes, and it is far from an outlier. 【F4】More than half of the surveyed organizations see further blurring of boundaries among employees, vendors, and customers as social technologies create new processes for arranging ideas.
While this openness to crowdsourcing on an operational level is becoming more common, greater inclusiveness and transparency on a strategic level has emerged only lately. 【F5】Nearly half of respondents in recent surveys said they were using social technologies to develop competitive intelligence, while a quarter said they were using the tools to develop strategy or marketing plans. Thirty-seven percent said they were using social technology to cocreate and share the organization's mission and vision in some manner.
Daimler's Business Innovation Community (BIC) is an example of an open strategy initiative enabled by social technology. Charged with developing new business models in a transparent, inclusive way, BIC set out to identify new growth areas beyond car manufacturing. Some 30,000 registered practitioners have posted 2,000 ideas in BIC's digital space. After several successful pilot projects and spin-offs, such as new mobility concepts powered by mobile apps, Daimler now is planning a follow-up to the initiative.
问答题 6.【F1】
【正确答案】接近三分之二到四分之三的调查对象表示,在这期间,他们通过社交技术来促进合作、收集各方深刻见解以及系统地获取知识。
【答案解析】①本句为复合句,包含一个宾语从句。主句是一个简单的主谓宾结构,主语跟谓语said之间的during this middle stage是时间状语。谓语后面的宾语由省略了引导词that的从句充当。②宾语从句部分也是一个主谓宾结构,to后接引导三个并列动宾结构作目的状语。
问答题 7.【F2】
【正确答案】在很多公司,社交技术的使用都已成熟。这些公司促进内外网的建立,鼓励股东参与决策发展。
【答案解析】①本句为复合句,包含一个定语从句。主句为主谓结构,at many companies为地点状语。②companies由that引导的一个限定性定语从句修饰。该定语从句中有一个非谓语结构encouraging a range of stakeholders to participate in strategy development,充当状语,这个非谓语结构的逻辑主语是companies,和定语从句中的主语一致。
问答题 8.【F3】
【正确答案】司鼓励“企业众包”,即系统性地通过从公司内部与外部寻求具有创造性的新想法,来达到解决问题并优化产品和服务的目的,这种做法是扩大参与度的一部分基础。
【答案解析】①本句为简单句,主干为主谓宾结构。主语前As part of this broadening base是介词短语作状语,说明鼓励“企业众包”这一做法的本质。②破折号后是enterprise crowdsourcing的同位语,对其作进一步阐释。
问答题 9.【F4】
【正确答案】由于社交技术为创意整编创造了一种新流程,超过一半接受调查的公司认为,员工、卖家和顾客三者之间的界限会越来越模糊。
【答案解析】①本句为复合句,包含一个原因状语从句。主句是一个主谓宾结构,主干为organizations see blurring of boundaries,其后的among employees,vendors,and customers是boundaries的后置定语,说明是什么之间的界限。②as引导的原因状语从句也是主谓宾结构,说明主句内容的原因。
问答题 10.【F5】
【正确答案】在近期的调查中,将近半数的调查对象表明,他们正利用社交技术来收集竞争性情报;四分之一的调查对象则表示,他们正利用社交工具来制定策略和营销方案。
【答案解析】①本句为并列复合句,包含两个宾语从句。主句是由两个主谓宾结构的并列分句构成的,两个并列分句由while连接,形成比较关系。②两个并列分旬的宾语皆由从句充当。联系上下文可知,这两个宾语从句分别说明不同调查对象对社交技术的利用,故宾语从句2中the tools指代的即是宾语从句1的social technologies。作者为了避免词汇重复,所以用范畴词来代替social technologies。