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1、外文翻译原文CorporatetransformationwithoutacrisisMaterialSource:TheMcKinseyQuarterlyAuthor:MichaelJungPrinciplesoftransformationMosttransformationsinnon-crisisconditionsfail:bothattitudesandbehaviorremainunchangedandambitioustargetsslipdownward.Ratheroddly,itistheleadersofcompanies
2、incrisiswhomaybebestplacedtoachieveatruetransformation.DavidSimonandJohnBrownecouldtransformBritishPetroleumfromoneofBritain’sweakestindustrialsintooneofitsstrongestbecausethecompanyfacedimminentruin.SteveJobsrescuedAppleComputerfromcollapse.Bycontrast,mosttransformationsunde
3、rtakeninnon-crisisconditionsendupfailing:employees’attitudesandbehaviorremainunchanged,ambitioustargetsslipdownward,andtheprogramisfinallyabandoned,leavingthecompanyworseoffthanitwasbefore.Especiallywhenthingsaregoingwell,executivesarejustifiablyreluctanttoundertaketransforma
4、tionprograms.Theyknowthatfailuretoactmaycondemnthecompanytoslowdeclineandeventualcollapse,buttheyalsojustifiablyfeartheuncertainoutcomeofatransformationprocess.Canacompanybetransformedwithoutfirstexperiencingacrisis?Webelievethattheanswerisyesiftheleadersunderstandwhatmakesin
5、dividualsandgroupstransformtheirviewofreality.Thesuccessfultransformationswehaveencounteredallmetthefourconditionsdescribedbelow;ineveryfailurewehaveanalyzed,atleastonehasbeenmissing.StoriesoftransformationsIfthesearetheconditionsofasuccessfultransformation,whatshouldleadersd
6、otocreatethem?Tohelpindividualscrosstheirthresholdofconviction,theleadersmustprovidea"screenplay"forthedramatocome—astoryshowingwhythecompanymusttransformitself,whereitisheading,andhowitwillgetthere.Thestorymustbesoconvincingandvividthatitsreaderswillwanttohelpitcometrue.Effe
7、ctivelyframed,suchastorycanhelppeoplestrengthentheirconvictionandstartexperiencing"thenewworld"evenbeforeitarrives.Atransformationbornofcrisiswritesitsownstory.Beforeacrisishits,itismuchhardertocreateanauthenticstoryexplainingwhyacompanyshouldtransformitself.Nonetheless,eveni
8、fatransformationisn’tdrivenbyacrisis,itisimportanttoclarifyandwrited
