2. 外语
  3. Read the article below about an innovative strategy in business, and the questions on the opposite page. For each question(1

Read the article below about an innovative strategy in business, and the questions on the opposite page. For each question(1

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问题     Read the article below about an innovative strategy in business, and the questions on the opposite page.
    For each question(13-18), mark one letter(A,B,C or D)on your Answer Sheet.
            Innovation Through Co-creation: Consumers Can Be Creative
    A new trend in business and product development is "co-creation". By its very name it implies collaboration between the company and some other entities. In this case it is the consumer who partners in the creation of value. The term "co-creation" is not new, however, but is now receiving more attention—driven largely through the increasing use of the Internet and social media websites—as companies endeavor to differentiate themselves from the competition.
    As management teams drive growth through value creation they are investing heavily in greater product variety through brand or product extensions, in addition to enhancing the ever-increasing brand touch-points. All this is done to produce stronger brand connections. Paradoxically, as this is a common theme across numerous industries, it is resulting in many brands becoming less able to differentiate themselves from their competition. Why is this?
    In the past, the process of value creation was driven almost exclusively within the business. Many business writers have covered this topic, Professors Michael Porter, Peter Drucker and Philip Kottler being among some of the most well-known. The presumption has been that product design and production, the creation of marketing messages and the control of sales channels, could be performed in-house with minimal consumer input. The role of the consumer was seen solely at the end-of-line points of consumer interaction, not during the process of value creation. After all, "... consumers aren’t creative!" is a widely-held belief and often stated comment.
    Secondly, consumer value has been generally defined as the difference between the perceived benefits of the product or service, and the costs of that product or service. This broad definition is singularly unhelpful to managers as they try to come to terms with how value is actually created. Despite the defining words of Austrian-Hungarian economist and Harvard University lecturer Joseph Schumpeter in the 1950s—"One does not make a difference unless it is a difference in people’s lives"—management has struggled to come to terms with the exact role of the consumer in best delivering this " making a difference".
    Even though there is growing acceptance that co-creation may change the way companies view the role of the consumer in the creation of value, much remains unknown about how customers actually engage in co-creation. One of the reasons for this is that co-creation can be interpreted in a number of different ways. IKEA, the Swedish multinational furniture retailer, embraces co-creation at its basic level by having its customers provide their own assembly operation. IKEA benefits by high turnover of products, the consumer benefits from lower costs. Boeing, the aircraft manufacturer, has used both customers(the airlines to whom they sell their planes)and consumers(frequent flyers)in the design of their aircraft.
    In addition to conventional methods of value creation, many companies are starting to adopt the use of social media websites and the blogosphere to develop co-creative initiatives. However, it’s one thing for consumers to voice their views and opinions on social and corporate websites, but for a true co-creation process to work effectively the customer needs to be placed explicitly at the same level of importance as the company, and the process starts with access and transparency.
The writer takes IKEA and Boeing as examples to indicate that
选项 A、co-creation can be played differently in various industries.
B、consumers can help companies design different assemblies.
C、co-creation can be played in product marketing in different industries.
D、consumers like to engage in product designing in different industries.
答案A
解析 题目意为：“作者以宜家和波音公司为例来表明……”。第五段指出，越来越多的公司认同与客户共同创造价值的作用，但客户究竟以何种方式和多大程度地参与其中仍不清楚。文中提及One of the reasons for this is that co-creation can be interpreted in anumber of different ways．即：其中一个原因是共同创造价值可以从不同的角度来诠释。接着以宜家和波音公司分别为例，说明不同的公司其客户参与共同创造价值的形式不一样。故A项是答案。
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