文档介绍：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:Crisis management: prevention, diagnosis and intervention
原文:The premise of this paper is that crises can be managed much more effectively if pany prepares for them. Therefore, the paper shall review some recent crises, the way they were dealt with, and what can be learned from them. Later, we shall deal with the anatomy of a crisis by looking at some symptoms, and lastly discuss the stages of a crisis and mend methods for prevention and intervention.
Crisis acknowledgment
Although many business leaders will acknowledge that crises are a given for virtually every business firm, many of these firms do not take productive steps to address crisis situations. As one survey of Chief Executive officers of Fortune panies discovered, 85 percent said that a crisis in business is inevitable, but only 50 percent of these had taken any productive action in preparing a crisis plan (Augustine, 1995). Companies generally go to great lengths to plan their financial growth and ess. But when es to crisis management, they often fail to think and prepare for those eventualities that may lead to pany’s total failure. Safety violations, plants in need of repairs, union contracts, management ession, and choosing a brand name, etc. can e crises for which panies fail to be prepared until it is too late.
The tendency, in general, is to look at pany as a perpetual entity that requires plans for growth. Ignoring the probabilities of disaster is not going to eliminate or delay their occurrences. Strategic planning without inclusion of crisis management is like sustaining life without guaranteeing life. One reason so panies fail to take steps to proactively plan for crisis events, is that they fail to acknowledge the possibility of a disaster occurring. Like an ostrich with its head in the sand, they simply choose to ignore the situation, with the hope that by not talking about it, it will e to pass. Hal Walker, a management consultant, points out “th