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MichaelPorter_2013G-_为什么商业有助于解决社会问题_
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| I think we're all aware that the world today is full of problems. |
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| We've been hearing them today and yesterday and every day for decades. |
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| Serious problems, big problems, pressing problems. |
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| Poor nutrition , access to water, climate change, deforestation , lack of skills, insecurity , not enough food, not enough healthcare , pollution. |
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nutrition:n.营养,营养学;营养品; deforestation:n.采伐森林;森林开伐; insecurity:n.不安全;不牢靠;无把握;心神不定; healthcare:n.医疗保健;健康护理,健康服务;卫生保健;
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| There's problem after problem, and I think what really separates this time from any time I can remember in my brief time on Earth is the awareness of these problems. |
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awareness:n.意识,认识;明白,知道;
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| We're all very aware. |
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| Why are we having so much trouble dealing with these problems? |
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| That's the question I've been struggling with, coming from my very different perspective . |
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perspective:n.观点;远景;透视图;adj.透视的;
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| I'm not a social problem guy. |
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| I'm a guy that works with business, helps business make money. |
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| God forbid . |
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forbid:v.禁止;不准;不允许;(正式)严禁;
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| So why are we having so many problems with these social problems, and really is there any role for business, and if so, what is that role? |
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| I think that in order to address that question, we have to step back and think about how we've understood and pondered both the problems and the solutions to these great social challenges that we face. |
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pondered:vt.仔细考虑;衡量;vi.考虑;沉思;
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| Now, I think many have seen business as the problem, or at least one of the problems, in many of the social challenges we face. |
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| You know, think of the fast food industry, the drug industry, the banking industry. |
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fast food:adj.供应快餐的;n.快餐食品;
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| You know, this is a low point in the respect for business. |
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low point:n.最无趣的部分;最差的部分;
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| Business is not seen as the solution . |
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solution:n.解决方案;溶液;溶解;解答;
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| It's seen as the problem now, for most people. |
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| And rightly so, in many cases. |
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rightly:adv.正确地;恰当地;公正地;合适地;
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| There's a lot of bad actors out there that have done the wrong thing, that actually have made the problem worse. |
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| So this perspective is perhaps justified . |
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justified:adj.正当的; v.证明…正确; (justify的过去式和过去分词)
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| How have we tended to see the solutions to these social problems, these many issues that we face in society? |
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issues:n.重要议题;争论的问题;v.宣布;公布;发出;(issue的第三人称单数和复数)
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| Well, we've tended to see the solutions in terms of NGOs, in terms of government, in terms of philanthropy . |
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philanthropy:n.博爱,慈善;慈善事业;
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| Indeed, the kind of unique organizational entity of this age is this tremendous rise of NGOs and social organizations . |
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unique:adj.独特的,稀罕的;[数]唯一的;n.独一无二的人或物; organizational:adj.组织的;编制的; entity:n.实体;存在;本质; tremendous:adj.极大的,巨大的;惊人的;极好的; organizations:n.组织,构造,有机体(organization的复数);组织机构;
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| This is a unique, new organizational form that we've seen grown up. |
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| Enormous innovation , enormous energy, enormous talent now has been mobilized through this structure to try to deal with all of these challenges. |
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Enormous:adj.庞大的,巨大的;凶暴的,极恶的; innovation:n.创新,革新;新方法; mobilized:v.组织;动员;调动;调用;(mobilize的过去式和过去分词) structure:n.结构;构造;建筑物;vt.组织;构成;建造;
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| And many of us here are deeply involved in that. |
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involved:adj.有关的; v.涉及; (involve的过去式和过去分词)
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| I'm a business school professor, but I've actually founded, I think, now, four nonprofits . |
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business school:n.(大学里针对毕业生的)工商学院; nonprofits:adj.非赢利的;不以赢利为目的的;
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| Whenever I got interested and became aware of a societal problem, that was what I did, form a nonprofit. |
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societal:adj.社会的;
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| That was the way we've thought about how to deal with these issues. |
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| Even a business school professor has thought about it that way. |
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| But I think at this moment, we've been at this for quite a while. |
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| We've been aware of these problems for decades. |
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| We have decades of experience with our NGOs and with our government entities , and there's an awkward reality. |
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entities:n.实体;存在(entity的复数形式);字符实体; awkward:adj.尴尬的;笨拙的;棘手的;不合适的;
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| The awkward reality is we're not making fast enough progress. |
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| We're not winning. |
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| These problems still seem very daunting and very intractable , and any solutions we're achieving are small solutions. |
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daunting:adj.令人生畏的:令人胆怯的:v.使胆怯:使失去信心;(daunt的现在分词) intractable:adj.棘手的;难治的;倔强的;不听话的;
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| We're making incremental progress. |
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incremental:adj.增加的,增值的;
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| What's the fundamental problem we have in dealing with these social problems? |
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fundamental:n.基础; adj.十分重大的;
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| If we cut all the complexity away, we have the problem of scale . |
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complexity:n.复杂性;难以理解的局势 scale:n.规模;比例;鳞;刻度;天平;数值范围;v.衡量;攀登;剥落;生水垢;
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| We can't scale. |
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| We can make progress. We can show benefits. |
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| We can show results. We can make things better. |
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| We're helping. We're doing better. We're doing good. |
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| We can't scale. |
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| We can't make a large-scale impact on these problems. |
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large-scale:adj.大规模的,大范围的;大比例尺的; impact:n.影响;效果;碰撞;冲击力;v.挤入,压紧;撞击;对…产生影响;
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| Why is that? |
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| Because we don't have the resources . |
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resources:n.[计][环境]资源; v.向…提供资金(resource的第三人称单数);
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| And that's really clear now. |
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| And that's clearer now than it's been for decades. |
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| There's simply not enough money to deal with any of these problems at scale using the current model. |
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| There's not enough tax revenue , there's not enough philanthropic donations , to deal with these problems the way we're dealing with them now. |
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revenue:n.收益;营业额;税务署; philanthropic:adj.博爱的;仁慈的; donations:n.捐赠物;捐赠;赠送;(donation的复数)
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| We've got to confront that reality. |
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confront:v.直面;无法回避;降临于;处理;对抗;
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| And the scarcity of resources for dealing with these problems is only growing, certainly in the advanced world today, with all the fiscal problems we face. |
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scarcity:n.不足;缺乏; advanced:adj.先进的; v.前进; (advance的过去式和过去分词形式) fiscal:adj.会计的,财政的;国库的;
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| So if it's fundamentally a resource problem, where are the resources in society? |
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fundamentally:adv.从根本上;基础地;重要地
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| How are those resources really created, the resources we're going to need to deal with all these societal challenges? |
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| Well there, I think the answer is very clear: |
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| They're in business. |
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| All wealth is actually created by business. |
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wealth:n.财富;大量;富有;
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| Business creates wealth when it meets needs at a profit. |
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| That's how all wealth is created. |
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| It's meeting needs at a profit that leads to taxes and that leads to incomes and that leads to charitable donations. |
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charitable:adj.慈善事业的;慷慨的,仁慈的;宽恕的;
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| That's where all the resources come from. |
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| Only business can actually create resources. |
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| Other institutions can utilize them to do important work, but only business can create them. |
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institutions:n.机构;慈善机构;风俗习惯,制度;(institution的复数) utilize:v.利用;运用;使用;应用;
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| And business creates them when it's able to meet a need at a profit. |
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| The resources are overwhelmingly generated by business. |
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overwhelmingly:adv.压倒性地;不可抵抗地; generated:v.产生;引起;(generate的过去式和过去分词)
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| The question then is, how do we tap into this? |
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| How do we tap into this? |
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| Business generates those resources when it makes a profit. |
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generates:[计]生成;发生;
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| That profit is that small difference between the price and the cost it takes to produce whatever solution business has created to whatever problem they're trying to solve. |
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| But that profit is the magic. |
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| Why? Because that profit allows whatever solution we've created to be infinitely scalable . |
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infinitely:adv.无限地;极其; scalable:adj.可攀登的;可去鳞的;可称量的;
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| Because if we can make a profit, we can do it for 10, 100, a million, 100 million, a billion. |
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| The solution becomes self-sustaining . |
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self-sustaining:adj.自立的;自谋生活的;自撑的;
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| That's what business does when it makes a profit. |
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| Now what does this all have to do with social problems? |
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have to do with:与…有关;
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| Well, one line of thinking is, let's take this profit and redeploy it into social problems. |
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redeploy:vt.重新部署;调动;vi.重新部署;
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| Business should give more. |
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| Business should be more responsible . |
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responsible:adj.负责的,可靠的;有责任的;
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| And that's been the path that we've been on in business. |
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| But again, this path that we've been on is not getting us where we need to go. |
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| Now, I started out as a strategy professor, and I'm still a strategy professor. |
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strategy:n.策略;行动计划;部署;战略;
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| I'm proud of that. |
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| But I've also, over the years, worked more and more on social issues. |
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| I've worked on healthcare, the environment, economic development, reducing poverty , and as I worked more and more in the social field, |
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economic:adj.经济的,经济上的;经济学的; poverty:n.贫困;困难;缺少;低劣;
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| I started seeing something that had a profound impact on me and my whole life, in a way. |
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profound:adj.深厚的;意义深远的;渊博的;
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| The conventional wisdom in economics and the view in business has historically been that actually, there's a tradeoff between social performance and economic performance. |
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conventional:adj.符合习俗的,传统的;常见的;惯例的; wisdom:n.智慧;明智;才智;学问; historically:adv.历史上地;从历史观点上说; tradeoff:n.权衡;折衷;(公平)交易(等于trade-off); performance:n.性能;表现;业绩;表演;
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| The conventional wisdom has been that business actually makes a profit by causing a social problem. |
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| The classic example is pollution. |
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classic:n.名著;优秀的典范;adj.最优秀的;第一流的;有代表性的;典型的;
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| If business pollutes, it makes more money than if it tried to reduce that pollution. |
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| Reducing pollution is expensive, therefore businesses don't want to do it. |
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| It's profitable to have an unsafe working environment. |
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profitable:adj.有利可图的;赚钱的;有益的; unsafe:adj.不安全的;危险的;不安稳的;
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| It's too expensive to have a safe working environment, therefore business makes more money if they don't have a safe working environment. |
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| That's been the conventional wisdom. |
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| A lot of companies have fallen into that conventional wisdom. |
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| They resisted environmental improvement . |
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resisted:v.抵制;阻挡;反抗;回击;抵抗;忍住;(resist的过去分词和过去式) improvement:n.改进,改善;
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| They resisted workplace improvement. |
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workplace:n.工作场所;车间;
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| That thinking has led to, I think, much of the behavior that we have come to criticize in business, that I come to criticize in business. |
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criticize:v.批评;批判;挑剔;指责;评论;评价;
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| But the more deeply I got into all these social issues, one after another , and actually, the more I tried to address them myself, personally , in a few cases, through nonprofits that I was involved with, the more I found actually that the reality is the opposite. |
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one after another:adv.接连地;一个接一个地; personally:adv.个人;亲自;本人;就本人而言;
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| Business does not profit from causing social problems, actually not in any fundamental sense. |
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| That's a very simplistic view. |
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simplistic:adj.过分简单化的;过分单纯化的;
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| The deeper we get into these issues, the more we start to understand that actually business profits from solving from social problems. |
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| That's where the real profit comes. |
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| Let's take pollution. |
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| We've learned today that actually reducing pollution and emissions is generating profit. |
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emissions:n.(光、热、气等的)发出,排放;排放物;散发物;(emission的复数) generating:v.产生;引起;(generate的现在分词)
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| It saves money. |
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| It makes the business more productive and efficient . |
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productive:adj.能生产的;生产的,生产性的;多产的;富有成效的; efficient:adj.有效率的;有能力的;生效的;
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| It doesn't waste resources. |
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| Having a safer working environment actually, and avoiding accidents, it makes the business more profitable, because it's a sign of good processes . |
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processes:n.过程; v.处理(process的第三人称单数形式);
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| Accidents are expensive and costly . |
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costly:adj.昂贵的;代价高的;
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| Issue by issue by issue, we start to learn that actually there's no trade-off between social progress and economic efficiency in any fundamental sense. |
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trade-off:n.交换,交易;权衡;协定; efficiency:n.效率;效能;功效;
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| Another issue is health. |
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| I mean, what we've found is actually health of employees is something that business should treasure, because that health allows those employees to be more productive and come to work and not be absent . |
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absent:adj.缺席的;缺少的;心不在焉的;茫然的;v.使缺席;
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| The deeper work, the new work, the new thinking on the interface between business and social problems is actually showing that there's a fundamental, deep synergy , particularly if you're not thinking in the very short run. |
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interface:n.接口;人机界面;连接电路;v.连接; synergy:n.协同;协同作用;增效; particularly:adv.特别地,独特地;详细地,具体地;明确地,细致地;
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| In the very short run, you can sometimes fool yourself into thinking that there's fundamentally opposing goals, but in the long run , ultimately , we're learning in field after field that this is simply not true. |
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opposing:adj.对立的; v.反对(计划、政策等); (oppose的现在分词) but in the long run:然而长远点说;但从长远来看;但凝望向前方; ultimately:adv.最终;最后;归根结底;终究;
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| So how could we tap into the power of business to address the fundamental problems that we face? |
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| Imagine if we could do that, because if we could do it, we could scale. |
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| We could tap into this enormous resource pool and this organizational capacity . |
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capacity:n.能力;容量;资格,地位;生产力;
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| And guess what? That's happening now, finally , partly because of people like you who have raised these issues now for year after year and decade after decade. |
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finally:adv.终于;最终;(用于列举)最后;彻底地; year after year:年复一年地;每年;
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| We see organizations like Dow Chemical leading the revolution away from trans fat and saturated fat with innovative new products. |
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Chemical:n.化学制品,化学药品;adj.化学的; revolution:n.革命;旋转;运行;循环; trans:n.反;转移;超越;变化 saturated fat:n.饱和脂肪(存在于黄油、煎炸食品和很多肉类中,能促使胆固醇增长,危害身体); innovative:adj.革新的,创新的;
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| This is an example of Jain Irrigation . |
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Irrigation:n.灌溉;[临床]冲洗;冲洗法;
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| This is a company that's brought drip irrigation technology to thousands and millions of farmers, reducing substantially the use of water. |
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drip:n.滴落;滴落(的液体);水滴;v.(液体)滴下; technology:n.技术;工艺;术语; substantially:adv.实质上;大体上;充分地;
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| We see companies like the Brazilian forestry company Fibria that's figured out how to avoid tearing down old growth forest and using eucalyptus and getting much more yield per hectare of pulp and making much more paper than you could make by cutting down those old trees. |
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forestry:n.林业;森林地;林学; eucalyptus:n.桉树;桉属植物; yield:n.产量;产出;利润;v.屈服;让步;放弃;提供; hectare:n.公顷(等于1万平方米); pulp:n.纸浆; v.使…化成纸浆; vi.变成纸浆;
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| You see companies like Cisco that are training so far four million people in I.T. skills to actually, yes, be responsible, but help expand the opportunity to disseminate I.T. technology and grow the whole business. |
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Cisco:n.加拿大白鲑(一种青鱼);Cisco公司(是企业网络产品的全球领先供应商); expand:v.扩张;使膨胀;详述;发展;张开,展开; disseminate:vt.宣传,传播;散布;vi.散布;广为传播;
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| There's a fundamental opportunity for business today to impact and address these social problems, and this opportunity is the largest business opportunity we see in business. |
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| And the question is, how can we get business thinking to adapt this issue of shared value? |
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adapt:vt.使适应;改编;vi.适应;
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| This is what I call shared value: addressing a social issue with a business model. |
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| That's shared value. |
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| Shared value is capitalism , but it's a higher kind of capitalism. |
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capitalism:n.资本主义;
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| It's capitalism as it was ultimately meant to be, meeting important needs, not incrementally competing for trivial differences in product attributes and market share . |
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incrementally:adv.递增地;增值地; competing:adj.相互冲突的;相互矛盾的;v.竞争;对抗;参加比赛;(compete的现在分词) trivial:adj.不重要的,琐碎的;琐细的; attributes:v.把…归因于; n.属性; (attribute的第三人称单数和复数) market share:n.[商]市场份额;市场占有率;
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| Shared value is when we can create social value and economic value simultaneously . |
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simultaneously:adv.同时地;
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| It's finding those opportunities that will unleash the greatest possibility we have to actually address these social problems because we can scale. |
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unleash:vt.发泄;突然释放;使爆发;
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| We can address shared value at multiple levels. |
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multiple:adj.数量多的;多种多样的;n.倍数;
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| It's real. It's happening. |
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| But in order to get this solution working, we have to now change how business sees itself, and this is thankfully underway . |
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thankfully:adv.感谢地;感激地; underway:adj.进行中的;起步的;航行中的;n.[公路]水底通道;
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| Businesses got trapped into the conventional wisdom that they shouldn't worry about social problems, that this was sort of something on the side, that somebody else was doing it. |
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trapped:adj.受困的;受限制的;v.使落入险境;使陷入困境;(trap的过去分词和过去式)
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| We're now seeing companies embrace this idea. |
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embrace:n.拥抱,怀抱;v.拥抱;乐意采纳(思想、建议等);信奉;包括;
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| But we also have to recognize business is not going to do this as effectively as if we have NGOs and government working in partnership with business. |
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recognize:v.认识;认出;辨别出;承认;意识到; partnership:n.合伙;[经管]合伙企业;合作关系;合伙契约;
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| The new NGOs that are really moving the needle are the ones that have found these partnerships , that have found these ways to collaborate . |
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needle:n.针;针头;指针;缝针;v.穿过;刺激;拿针缝;拿针穿; partnerships:n.伙伴关系;合伙;(partnership的复数) collaborate:vi.合作;勾结,通敌;
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| The governments that are making the most progress are the governments that have found ways to enable shared value in business rather than see government as the only player that has to call the shots . |
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enable:v.使能够;使有机会;使成为可能;使可行; call the shots:发号施令;操纵;
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| And government has many ways in which it could impact the willingness and the ability of companies to compete in this way. |
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willingness:n.乐意;心甘情愿;自动自发; compete:v.竞争;对抗;参加比赛(或竞赛);
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| I think if we can get business seeing itself differently, and if we can get others seeing business differently, we can change the world. |
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| I know it. I'm seeing it. |
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| I'm feeling it. |
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| Young people, I think, my Harvard Business School students, are getting it. |
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Harvard:n.哈佛大学;哈佛大学学生;
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| If we can break down this sort of divide, this unease , this tension , this sense that we're not fundamentally collaborating here in driving these social problems, we can break this down, and we finally, I think, can have solutions. |
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unease:n.不安;不舒服; tension:n.张力;拉伸;矛盾;紧张局势(或关系,状况);v.绷紧; collaborating:v.合作;协作;通敌;勾结敌人;(collaborate的现在分词)
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| Thank you. |
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| (Applause) |
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