EZCNN 易英网

The Unsung Heroes of Business 企业界的幕后赢家

课文朗读

课文讲解

繁體中文譯本

These “small yet fierce” companies are the champions of their markets  这些「短小精悍」的公司，是各自领域中的常胜军

Many years ago, strategy and marketing consultant Hermann Simon coined the term “hidden champions“ to describe the mid-level companies that simmer under the surface of the global economy while dominating their markets. These businesses are not only some of the most intriguing companies on the planet, but they are also raking in cash to little or no fanfare. Who needs praise when you’re a huge success at what you do? In his latest book on the subject of hidden champions, Simon sheds light on some of the most amazing companies that are outstanding in their industries but remain invisible in the shadows of the larger corporations that get more mainstream press, such as GE, IBM and IKEA.

多年以前，策略营销顾问赫曼．西蒙创造了「隐身赢家」一词，来形容在全球经济台面下鸭子划水、主导所属市场的中型企业，这些企业不仅是世界上最令人好奇的公司之一，同时也不大肆声张地悄悄赚进大把钞票。当你所做之事大发利市时，谁还需要赞美之词呢？西蒙在他探讨「隐身赢家」主题的最新著作中，阐述了一些非常了不起的公司，他们在各自产业中表现杰出，但却隐身在如通用电器、IBM、宜家家具等比较受到主流媒体报导的大企业背后。

Diverse and dominant  形形色色、各自擅场

The underexposed businesses that Simon explores throughout Hidden Champions of 21st Century are as diverse as they are major players in their fields. Many of them come from the German-language and Scandinavian countries that often dominate the world of global exports, but they also appear all over the world. These midsize companies are at the top of their markets and have captured the vast possibilities of globalization, turning the opportunities it presents into billion-dollar companies.

西蒙的《二十一世纪隐身赢家》（暂译），全书探讨多家鲜少曝光的企业，他们分属各行各业，也在各自领域中独领风骚。这些企业在世界各地所在皆有，许多是来自主导全球出口业的德语系及北欧国家。这些中型企业在各自市场中独占鳌头，他们掌握住全球化的庞大商机，并利用这些机会把自己变成身价十亿美元的企业。

A narrow focus also helps them capture more than half – and sometimes up to 90 percent – of their market share. They are often more than twice the size of their nearest competitor. And they grow faster and stronger than those in their field. These small yet fierce businesses thrive thanks to their “enduring, sustainable approach towards global excellence,” Simon writes.

这些公司靠着产品主力集中，而使公司在所属产业的市占率过半──有时甚至高达九成，公司规模通常比居次的对手大两倍以上，而且成长速度和稳健度也领先群伦。西蒙在书中写道，这些短小精悍的公司之所以能够成功，都是拜「朝着全球卓越迈进时，所采取的持之以恒、永续经营方式」之赐。

单词发音

More Information

simmer [ˋsɪmɚ] v. 酝酿; 煨炖; 慢慢沸腾 to be in a state of gentle ferment

intriguing [ɪnˈtrigɪŋ] adj. 吸引人的, 有趣的

rake [rek] in  大量地敛集(钱财) Informal to acquire (money) in large amounts

shed light on 照亮, 查明, 说明, 解释 make free from confusion or ambiguity; make clear

课文朗读

课文讲解

Who are these companies? If you have an aquarium in your home, then you’ve probably heard of Tetra, because the company is a world market leader in aquarium and pond supplies, and the top seller of food for ornamental fish. Although you might not think of South Dakota as the home of a globally dominant construction equipment manufacturer, you have probably heard of its biggest employer: Bobcat, the maker of those compact, industrial and agricultural loaders and excavators.

这些公司究竟是何许人也？你家里如果有水族箱，可能就听过Tetra这个品牌，因为Tetra在全球水族箱和水池用品市场居领导地位，也是观赏鱼饲料的龙头销售商。你可能没想到南达科达州是全球首要营建设备制造商的所在地，不过，你倒有可能听过该州最大的企业雇主：Bobcat公司，Bobcat是工业和农业用小型推土机与怪手挖土机的制造商。

Other companies that Simon exposes in rich detail include Petzl, the maker of the world’s most popular climbing equipment, and W.E.T., the maker of the heating technology used in heated car seats.

西蒙在书中详细介绍的其他公司还包括：全球最受欢迎的攀登装备制造商Petzl、以及应用在汽车座椅加热的加热技术制造商W.E.T.。

Focus and globalization  集中化与全球化

Throughout his book, Simon demonstrates how these and other hidden champions are able to focus and capture market share under the radar. While exploring their unique business models and marketing strategies, he also describes the current state of globalization as it works today. Chapters on customers, products, services, competition, financing, organization and the global business environment provide the powerful details that can help other companies develop similarly successful strategies.

西蒙在整本书中不断阐述这些隐身赢家如何在不受注意的情况下，采取集中火力的策略而取得市占率。西蒙除了探讨他们独特的商业模式与营销策略之外，也描述了全球化的现行状况。书中有关顾客、产品、服务、竞争、融资、组织及全球商业环境等章节，提供了有力的详细说明，有助于其他公司发展出类似的成功策略。

Wrapping up Hidden Champions of the 21st Century with a clear description of the many lessons that can be learned from the hidden champions of the world, Simon goes beyond cheerleading for these marvelous companies and leads the way for other businesses to transform themselves into champions with a practical, advice-filled guide.

《二十一世纪隐身赢家》书末，清楚指出我们可以从这些全球隐身赢家学到的许多宝贵功课，西蒙不是在为这些优秀的公司摇旗吶喊，而是提供了一本实用的建言指南，带领其他企业走上把自己改造为赢家之路。

−by Chris Lauer

单词发音

More Information

aquarium [əˋkwɛrɪəm] n. 养鱼缸；水草缸；水族槽

tetra [ˋtɛtrə] n. 南美产的热带鱼

ornamental [͵ɔrnəˋmɛnt!] adj. 观赏性的; 装饰性的

compact [kəmˋpækt] adj. 小巧的；小型的

loader [ˋlodɚ] n. 推土机

excavator [ˋɛkskə͵vetɚ] n. 挖掘机

under the radar 低调神秘 without attracting notice; in an undetectedor secretive manner.

wrap up【美】【口】总结, 概括 to complete

单词发音

Vocabulary Focus

coin [kɔɪn] v. 创造，杜撰（新词等）to invent a new word or expression, or to use one in a particular way for the first time

fanfare [ˋfæn͵fɛr] n. 夸耀；炫耀 showy activity meant to draw attention to something

underexposed [͵ʌndərɪkˋpozd] adj. 欠曝光的; 【摄】曝光不足的 receiving insufficient attention and publicity

globalization [ˋglobə͵laɪzeʃən] n. 全球化 the increase of trade around the world, especially by large companies producing and trading goods in many different countries

financing [faɪˋnænsɪŋ] n. 筹措资金; 融资 the act of obtaining or furnishing money for business activities

cheerleading [ˋtʃɪr͵liddɪŋ] n. 啦啦队；带领啦啦队 the act of expressing eager or automatic praise for something

Presentation of Tetra Company

Bobcat 2011 Utility Vehicles

Petzl - Laboratory Test Tower

Petzl ID Self-Braking Descender - A Basic Demonstration in the Belay Mode