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1、毕业论文（设计）外文翻译题 目： 品牌危机及其对策研究 一、外文原文标题：Crisismanagement:prevention,diagnosisandintervention原文：Thepremiseofthispaperisthatcrisescanbemanagedmuchmoreeffectivelyifthecompanypreparesforthem.Therefore,thepapershallreviewsomerecentcrises,thewaytheyweredealtwith,andwhatcanbelear
2、nedfromthem.Later,weshalldealwiththeanatomyofacrisisbylookingatsomesymptoms,andlastlydiscussthestagesofacrisisandrecommendmethodsforpreventionandintervention.CrisisacknowledgmentAlthoughmanybusinessleaderswillacknowledgethatcrisesareagivenforvirtuallyeverybusinessfirm,manyofthesefirmsdonottake
3、productivestepstoaddresscrisissituations.AsonesurveyofChiefExecutiveofficersof Fortune 500companiesdiscovered,85percentsaidthatacrisisinbusinessisinevitable,butonly50percentofthesehadtakenanyproductiveactioninpreparingacrisisplan(Augustine,1995).Companiesgenerallygotogreatlengthstoplantheirfin
4、ancialgrowthandsuccess.Butwhenitcomestocrisismanagement,theyoftenfailtothinkandprepareforthoseeventualitiesthatmayleadtoacompany’stotalfailure.Safetyviolations,plantsinneedofrepairs,unioncontracts,managementsuccession,andchoosingabrandname,etc.canbecomecrisesforwhichmanycompaniesfailtobeprepar
5、eduntilitistoolate.Thetendency,ingeneral,istolookatthecompanyasaperpetualentitythatrequiresplansforgrowth.Ignoringtheprobabilitiesofdisasterisnotgoingtoeliminateordelaytheiroccurrences.Strategicplanningwithoutinclusionofcrisismanagementislikesustaininglifewithoutguaranteeinglife.Onereasonsoman
6、ycompaniesfailtotakestepstoproactivelyplanforcrisisevents,isthattheyfailtoacknowledgethepossibilityofadisasteroccurring.Likeanostrichwithitsheadinthesand,theysimplychoosetoignorethesituation,withthehopethatbynottalkingaboutit,itwillnotcometopass.HalWalker,amanagementconsultant,pointsout“thatde
7、cisionswillbemorerationalandbetterreceived,andthecrisiswillbeofshorterduration,forcompanieswhoprepareaproactivecrisisplan”(Maynard,1993).Itissaidthat“therearetwokindsofcrises:thosethatyoumanage,andthosethatmanageyou”(Augustine,1995).Pro
