Question

Kodak’s decision to file for bankruptcy (破產(chǎn)) protection is a sad, though not unexpected, turning point for a leading American corporation that pioneered consumer photography and dominated the film market for decades, but ultimately failed to adapt to the digital revolution.

Although many attribute Kodak’s downfall to “complacency (自滿) ,” that explanation doesn’t acknowledge the lengths to which the company went to reinvent itself. Decades ago, Kodak predicted that digital photography would overtake film (膠片) — and in fact, Kodak invented the first digital camera in 1975 — but in a fateful decision, the company chose to shelf its new discovery to focus on its traditional film business.

“It wasn’t that Kodak was blind to the future”, said Rebecca Henderson, a professor at Harvard Business School, but rather that it failed to execute on a strategy to confront it. By the time the company realized its mistake, it was too late.

Kodak is an example of a firm that was very much aware that they had to adapt, and spent a lot of money trying to do so, but ultimately failed. Large companies have a difficult time switching into new markets because there is a temptation to put existing assets (資產(chǎn)) into the new businesses.

Although Kodak predicted the unavoidable rise of digital photography, its corporate (企業(yè)的) culture was too rooted in the successes of the past for it to make the clean break necessary to fully embrace the future. They were a company stuck in time. Their history was so important to them. Now their history has become a liability.

Kodak’s downfall over the last several decades was dramatic. In 1976, the company commanded 90% of the market for photographic film and 85% of the market for cameras. But the 1980s brought new competition from Japanese film company Fuji Photo, which undermined Kodak by offering lower prices for film and photo supplies. Kodak’s decision not to pursue the role of official film for the 1984 Los Angeles Olympics was a major miscalculation. The bid went instead to Fuji, which exploited its sponsorship to win a permanent foothold in the marketplace.

1.What do we learn about Kodak?

A. It went bankrupt all of a sudden.

B. It is approaching its downfall.

C. It initiated the digital revolution in the film industry.

D. It is playing a dominant role in the film market.

2.Why does the author mention Kodak’s invention of the first digital camera?

A. To show its early attempt to reinvent itself.

B. To show its effort to overcome complacency.

C. To show its quick adaptation to the digital revolution.

D. To show its will to compete with Japan’s Fuji photo.

3.Why do large companies have difficulty switching to new markets?

A. They find it costly to give up their existing assets.

B. They tend to be slow in confronting new challenges.

C. They are unwilling to invest in new technology.

D. They are deeply stuck in their glorious past.

4.What does the author say Kodak’s history has become?

A. A burden.             B. A mirror.                        C. A joke.                            D. A challenge.

 

Answer 1

【答案】

 

1.B

2.A

3.D

4.A

【解析】

試題分析：柯達(dá)公司要破產(chǎn)了？曾經(jīng)生產(chǎn)過第一個數(shù)碼相機(jī)的柯達(dá)公司為什么輝煌不再了呢？究其原因還是太保守了。誰不與時俱進(jìn)，就會被歷史前進(jìn)的腳步無情的淘汰。

1.細(xì)節(jié)理解題。全文的第一句話：柯達(dá)公司申請破產(chǎn)保護(hù)的決定是令人傷心的。和B選項的它正在接近破產(chǎn)。意思一致。所以選B。

2.細(xì)節(jié)理解題。文章的Although many attribute Kodak’s downfall to “complacency（自滿）,” that explanation doesn’t acknowledge the lengths to which the company went to reinvent itself.盡管很多人把柯達(dá)的破產(chǎn)歸咎于自滿，但這種解釋并沒有看到其實這家公司也試圖在改造自己。 和A選項：為了說明它早期改造自己的嘗試。意思一致。所以選A。

3.細(xì)節(jié)理解題。文章第四段 because there is a temptation to put existing assets into the new businesses. 因為有一個想要把現(xiàn)存的資產(chǎn)（也就是現(xiàn)有的商業(yè)運作成果）運用在新商業(yè)領(lǐng)域中的企圖。和D選項：它們都深深的過往的輝煌所束縛一致。第五段第一句中也提到：它的公司文化太過植根于過往的成功。也同樣可以提示答案選D。

4.細(xì)節(jié)理解題。第五段的最后一句話意思是：現(xiàn)在它們的歷史已經(jīng)成為了障礙。根據(jù)上下文推斷得出太執(zhí)著與以往的輝煌會導(dǎo)致變革的減慢甚至失敗，判斷選A ，burden是負(fù)擔(dān)。

考點：新聞類閱讀。