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1、 BEC中级真题阅读精讲:第3辑T1P3跨洋英国公司_BEC中级历年考题_BEC中级-查字典英语网- .crumbs,.content1 display: none; 当前位置： 查字典英语网 考试英语 BEC英语 BEC中级 BEC中级历年考题 BEC中级真题阅读精讲:第3辑T1P3 跨洋英国公司 BEC中级真题阅读精讲:第3辑T1P3 跨洋英国公司 BRITISH COMPANIES CROSS THE ATLANTIC Next month a large group of British business people are going to America on a venture
2、 which may generate export earnings for their companies shareholders in years to come. A long list of sponsors will support the initiative, which will involve a 3-million media campaign and a fortnight of events and exhibitions.The ultimate goal is to persuade more Americans that British companies h
3、ave something to interest them. While there have been plenty of trade initiatives in the past, the difference this time round is that considerable thinking and planning have gone into trying to work out just what it is that Americans look for in British products.Instead of exclusively promoting the
4、major corporations, this time there is more emphasis on supporting the smaller, more unusual, niche businesses. Fresh in the memories of all those concerned is the knowledge that America has been the end of many a large and apparently successful business. For Carringtons, a retail group much respect
5、ed by European customers and investors, America turned out to be a commercial disaster andthe belief that they could even show some of the great American stores a retailing trick or two was hopelessly over-optimistic. Polly Brown, another very British brand that rode high for years on good profits a
6、nd huge city confidence, also found that conquering America, in commercial and retailing terms, was not as easy as it had imagined.When it positioned itself in the US as a niche, luxury brand,selling shirts that were priced at $40 in the UK for $125 in the States,the strategy seemed to work.But once
7、 its management decided it should take on the middle market, this success rapidly drained away. It was a disastrous mistake and the high cost of the failed American expansion plans played a large role in its declining fortunes in the mid-nineties. .wenmomargin: 0!important;.wenmo acolor: #335099;.wenmo a:hovercolor: #0dad51; 【BEC中级真题阅读精讲:第3辑T1P3 跨洋英国公司】