Corporate Culture

　　企業(yè)文化

　　Culture can be viewed at several levels.

　　文化可以從幾個(gè)層面來(lái)理解。

　　Some aspects of culture are visible and tangible and others are intangible and unconscious.

　　文化的有些方面是看得見摸得著的，而其他方面又是摸不著、意識(shí)不到的。

　　Basic assumptions that guide the organization are deeply rooted and often taken for granted.

　　指導(dǎo)企業(yè)的基本設(shè)想已經(jīng)深入人心并且被認(rèn)為是理所當(dāng)然的。

　　Avoidance of conflict is a value that is an excellent example of an unconscious norm that may have a major influence on the organization but is frequently unconscious.

　　避免沖突就代表一種不自覺規(guī)范的價(jià)值觀，這種規(guī)范可能會(huì)對(duì)企業(yè)產(chǎn)生一種很大的影響，但人們往往意識(shí)不到它的存在。

　　For an insider, this is difficult or impossible to see, particularly if the individual has “grown up” in the organizational culture.

　　這對(duì)于一個(gè)處于企業(yè)文化內(nèi)部的人，特別是對(duì)于一個(gè)在這種企業(yè)文化中“成長(zhǎng)”起來(lái)的人來(lái)說，是很難或者是不可能看到的。

　　Recently hired employees, the external consultant and the executive coach are frequently in the best position to identify these unconscious assumptions or values.

　　新雇傭的員工、企業(yè)外部的顧問或行政知道，往往最有資格識(shí)別這些設(shè)想和價(jià)值觀。

　　Espoused or secondary values are at a more conscious level; these are the values that people in the organization discuss, promote and try to live by.

　　被采納或次要的價(jià)值觀處于一個(gè)更加自覺的層面。這些是企業(yè)內(nèi)部員工討論、倡導(dǎo)并賴以生存的價(jià)值觀。

　　All employees of Hewlett Packard, for example, are required to become familiar with the values embodied in the “HP Way”.

　　比如說，惠普公司要求其所有員工都要熟悉“惠普式”的價(jià)值觀。

　　Some of the most visible expressions of the culture are called artifacts.

　　文化最直觀地體現(xiàn)出來(lái)的東西叫做人為產(chǎn)物。

　　These include the architecture and décor, the clothing people wear, the organizational processes and structures, and the rituals, symbols and celebrations.

　　它們包括建筑和裝修、員工服飾、企業(yè)運(yùn)作程序和企業(yè)結(jié)構(gòu)，各種儀式、各種標(biāo)識(shí)和企業(yè)慶典等。

　　Other concrete manifestation of culture are found in commonly used language and jargon, logos, brochures, company slogans, as well as status symbols as cars, window offices, titles and of course value statements and priorities,

　　其他具體的文化表征可以在常用語(yǔ)、行話、各種標(biāo)志、小冊(cè)子、公司口號(hào)，以及地位象征如汽車、敞亮的辦公室、頭銜中找到，當(dāng)然還包括價(jià)值取向和優(yōu)先權(quán)。

　　an outsider can often spot these artifacts easily upon entering an organization.

　　一個(gè)局外人往往一進(jìn)入企業(yè)，就能輕而易舉地發(fā)現(xiàn)這些人為現(xiàn)象;

　　For insiders, however, these artifacts have often become part of the background…

　　而對(duì)企業(yè)內(nèi)部的人來(lái)說，這些認(rèn)為形象往往變成了企業(yè)的一部分了…

　　One of the critical factors in understanding a corporate culture is the degree to which it is leader-centric.

　　了解一個(gè)企業(yè)文化的重要因素之一是了解其以領(lǐng)導(dǎo)為中心的程度。

　　Ask yourself, how central is our leader to the style of this organization?

　　可以問一問自己，領(lǐng)導(dǎo)在企業(yè)作風(fēng)中占了多么重要的位置?

　　If you are the leader yourself, the culture of your company is likely to reflect your personality, including your neurosis.

　　如果你是領(lǐng)導(dǎo)，你公司的文化會(huì)反映出你的個(gè)性，甚至包括你的神經(jīng)質(zhì)癥狀。

　　So if the CEO avoids conflict and tends to sweep it under the carpet, don’t be surprised if you see avoidance of conflict played out in the organization.

　　所以，要是公司總裁習(xí)慣掩蓋沖突并把它隱藏起來(lái)的話，那么，如果你在公司里看不到?jīng)_突就用不著驚訝了。

　　The behavior that is modeled by the leader and the management team profoundly shapes the culture and practices of the organization.

　　領(lǐng)導(dǎo)者和管理人員所師范的行為對(duì)企業(yè)文化和行為習(xí)慣可以產(chǎn)生深刻的影響。

　　What management emphasizes, rewards and punishes can tell you what is really important.

　　管理部門強(qiáng)調(diào)什么、獎(jiǎng)賞什么、懲罰什么等等這一切都告訴你什么才是真正重要的。

　　The behavior of members of the senior team, their reactions in crises and what they routinely talk about, all sets the tone of the culture.

　　高層管理人員的行為、對(duì)危機(jī)的應(yīng)對(duì)以及最常談?wù)摰氖虑槎寄芙o企業(yè)文化定下風(fēng)格基調(diào)。

　　If the culture is already firmly established when the CEO assumed leadership and he/she simply inherited a strong set of traditions, then he/she may play the role of the guardian of the old culture.

　　如果當(dāng)一個(gè)總裁肩負(fù)起領(lǐng)導(dǎo)職責(zé)的時(shí)候，企業(yè)文化已經(jīng)深深地扎根了，那他/她僅僅是繼承這一套強(qiáng)勢(shì)的文化傳統(tǒng)，承擔(dān)起舊文化的捍衛(wèi)者這一角色。

　　On the other hand, CEOs such as Lou Gerstner at IBM, or Lee Iococca at Chrysler were brought in to be a change agent charged with dramatically transforming the organizational culture.

　　但在另一方面，像國(guó)際商用機(jī)器公司的盧 杰斯特納和克萊斯勒汽車公司的李 艾科卡那樣的總裁，作為變革的代理人，卻承擔(dān)者對(duì)公司文化進(jìn)行重大改革的重任。

　　PART ONE: INTERVIEW

　　(1) Why is corporate culture important to a company?

　　對(duì)公司而言，企業(yè)文化為什么重要?

　　It is important because it can make or break your company. Company culture is actually the shared values and norms of the organization, and it guides the day-to-day operation of the company. So it is vital in this competitive age.

　　(2) Do you think corporate culture will change or always remain the same?(Why?/Why not?)

　　你認(rèn)為企業(yè)文化是會(huì)改變的還是保持不變的?(為什么?)

　　I think if the corporate culture is already long established and is functioning well, it should be protected and no change is really necessary. We should allow it to remain as it is.

　　(3) Is it possible to assess company culture?(How?)

　　對(duì)公司文化作出評(píng)估是否可能?(應(yīng)怎樣評(píng)估?)

　　Yes. Some companies employ consultants to help assess their culture. Others do it on their own by observing the common behaviors of their employees, or looking for visible symbols, as these are important clues to show what your company’s culture really is.

　　(4) Do you think each company should have a stated set of cultural values?(Why?/Why not?)

　　你是否認(rèn)為每個(gè)公司都需要有一套明確的文化價(jià)值觀?(為什么?)

　　Yes. Corporate culture can have a great influence on the performance of the company. So I think it is necessary for companies to write down the values they want to promote in their organization, so that all staff would work towards the same goal.

　　PART TWO MINI-PRESENTATION

　　What’s important when…?

　　Designing a company brochure 設(shè)計(jì)公司宣傳冊(cè)需考慮哪些要點(diǎn)?

　　l Company culture 公司文化

　　l Cost 費(fèi)用

　　l

　　A brochure is not just something that provides information, it is also a way of presenting your corporate image to the public. Brochures are distributed to existing clients, potential clients, press, investors and others. They influence the way people understand your company. So we can say a brochure is an expression of company culture. For example, if the brochure is printed on environmentally friendly paper, it tells the public about your ethic values.

　　Cost is another factor to be considered. Brochures are needed in large quantities, as they are often used at trade shows, in mailings, presentations, trade show booths, etc. So you need to be cost conscious and keep everything within budget.

　　Besides, you also need to consider the profile of the target market so that your brochures are attractive to your target customers. And the brochure should also reflect the characteristics of the industry your company is in.

　　宣傳冊(cè)不只是提供信息的媒介也是向公司展示你們公司形象的一個(gè)途徑。宣傳冊(cè)分發(fā)給現(xiàn)有客戶、潛在客戶、媒體、投資商及其他人。宣傳冊(cè)會(huì)影響人們對(duì)貴公司的了解方式。因此我們可以說宣傳冊(cè)是對(duì)公司文化的表達(dá)。比如，如果宣傳冊(cè)用環(huán)保紙來(lái)印制，則是向大眾宣稱你的道德價(jià)值觀。

　　費(fèi)用是另一個(gè)需要考慮的因素，宣傳冊(cè)需要大批量生產(chǎn)，因?yàn)樵谡箷?huì)、郵寄、報(bào)告會(huì)、展示廳等地方經(jīng)常會(huì)使用到。因此你需要關(guān)注費(fèi)用并且保證不超出預(yù)算。

　　此外，你也需要考慮目標(biāo)市場(chǎng)的概況為了使你的宣傳冊(cè)吸引目標(biāo)客戶。而且宣傳冊(cè)也應(yīng)該反應(yīng)貴公司的行業(yè)特色。

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