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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,thepapershallreviewsomerecentcris
2、es,thewaytheyweredealtwith,andwhatcanbelearnedfromthem.Later,weshalldealwiththeanatomyofacrisisbylookingatsomesymptoms,andlastlydiscussthestagesofacrisisandrecommendmethodsforpreventionandintervention.CrisisacknowledgmentAlthoughmanybusinessleaderswil
3、lacknowledgethatcrisesareagivenforvirtuallyeverybusinessfirm,manyofthesefirmsdonottakeproductivestepstoaddresscrisissituations.AsonesurveyofChiefExecutiveofficersof Fortune 500companiesdiscovered,85percentsaidthatacrisisinbusinessisinevitable,butonly5
4、0percentofthesehadtakenanyproductiveactioninpreparingacrisisplan(Augustine,1995).Companiesgenerallygotogreatlengthstoplantheirfinancialgrowthandsuccess.Butwhenitcomestocrisismanagement,theyoftenfailtothinkandprepareforthoseeventualitiesthatmayleadtoac
5、ompany’stotalfailure.Safetyviolations,plantsinneedofrepairs,unioncontracts,managementsuccession,andchoosingabrandname,etc.canbecomecrisesforwhichmanycompaniesfailtobeprepareduntilitistoolate.Thetendency,ingeneral,istolookatthecompanyasaperpetualentity
6、thatrequiresplansforgrowth.Ignoringtheprobabilitiesofdisasterisnotgoingtoeliminateordelaytheiroccurrences.Strategicplanningwithoutinclusionofcrisismanagementislikesustaininglifewithoutguaranteeinglife.Onereasonsomanycompaniesfailtotakestepstoproactive
7、lyplanforcrisisevents,isthattheyfailtoacknowledgethepossibilityofadisasteroccurring.Likeanostrichwithitsheadinthesand,theysimplychoosetoignorethesituation,withthehopethatbynottalkingaboutit,itwillnotcometopass.HalWalker,amanagementconsultant,pointsout
8、“thatdecisionswillbemorerationalandbetterreceived,andthecrisiswillbeofshorterduration,forcompanieswhoprepareaproactivecrisisplan”(Maynard,1993).Itissaidthat“therearetwokindsofcrises:thosethatyoumanage,andthosethatmanageyou”(Augustine,1995).Pro
