Unit 4 text A 原文未删减版本.docx

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OutsourcingInnovation

March21,2005

Firstcamemanufacturing.NowcompaniesarefarmingoutR&Dtocutcostsandgetnewproductstomarketfaster.Aretheygoingtoofar?

farmout:

arrangedforcontractedworktobedonebyothers外包

AstheMediterraneansunbathedthefestivecafésandshopsoftheCôted'AzurtownofCannes,bannerswiththelogosofMotorola（MOT）,RoyalPhilipsElectronics（PHG）,palmOne（PLMO）,andSamsungflutteredfromthemastsofplushyachtsmooredintheharbor.Onboard,topexecshostednonstopsalesmeetingsduringthedayandchampagnedinnersatnighttopushtheirlatestwirelessgadgets.Outsidethecity'sconventionhall,carnivalbarkers,clownsonstilts,andvivaciousmodelswithbrightredwigsluredpassersbyintoflashyexhibits.Foranyoneinthetelecomindustrywantingtoshouttheirachievementstotheworld,therewasnomoreglamorousspotthanthesprawling3GSMWorldCongressinSouthernFranceinFebruary.

flutter:

movebackandforthveryrapidly飘动

yacht:

anexpensivevesselpropelledbysailorpowerandusedforcruisingorracing游艇；

plushyacht:

豪华游艇

moor:

comeintoordockatawharf停泊

gadget:

adevicethatisveryusefulforaparticularjob有用的小装置

conventionhall:

conferencehall会议中心

carnivalbarkers：

狂欢节的娱乐场所外高声招徕顾客者

clownsonstilts:

踩高跷的小丑

vivacious：

vigorousandactive活泼的、快活的

flashy：

浮华的

glamorous：

havinganairofallure,romanceandexcitement富有魅力的，迷人的

YetmanyofthemostintriguingproductlaunchesinCannestookplacefarfromthelimelight.HTCCorp.,ared-hotdeveloperofmultimediahandsets,didn'tevenhaveitsownbooth.Instead,theTaiwanesecompanyshowedoffitslatestwirelessdevicesalongsidepartnersthatsellHTC'smodelsundertheirownbrandnames.FlextronicsCorp.demonstratedseveralconceptphonesexclusivelybehindcloseddoors.AndCellonInternationalrentedadiscretethree-roomapartmentacrossfromtheconventioncentertounveilitsnewdevicestoasteadystreamoftelecomexecutives.ThenewofferingsincludedtheC8000,featuringeye-poppingsoftware.Cradlethedevicetoyourearanditgoesintotelephonemode.Peerthroughtheviewfinderanditautomaticallyshiftsintocameramode.Holdtheendofthedevicetoyoureyeanditmorphsintoavideocam.

yet:

conj.Anddespitethis;nevertheless:

“ Shesaidshewouldbelate,yetshearrivedontime.”

limelight：

afocusofpublicattention公众关注的中心

farfromthelimelight:

farfromthepublicattention远离公众焦点

red-hot:

newestormostrecent最新的

morph:

causetochangeshapeinacomputeranimation（电脑动画中）变形

HTC?

Flextronics?

Cellon?

There'sagoodreasonthesearehardlyhouseholdnames.Themultimediadevicesproducedfromtheirprototypeswillenduponretailshelvesunderthebrandsofcompaniesthatdon'twantyoutoknowwhodesignstheirproducts.Yettheseandotherlittle-knowncompanies,withnamessuchasQuantaComputer,PremierImaging,WiproTechnologies（WIT）,andCompalElectronics,arefastemergingashiddenpowersofthetechnologyindustry.

Theyarethevanguardofthenextstepinoutsourcing--ofinnovationitself.WhenWesterncorporationsbegansellingtheirfactoriesandfarmingoutmanufacturinginthe'80sand'90stoboostefficiencyandfocustheirenergies,mostinsistedalltheimportantresearchanddevelopmentwouldremainin-house.

Butthatpledgeisnowpassé.Today,thelikesofDell（DELL）,Motorola,（MOT）andPhilipsarebuyingcompletedesignsofsomedigitaldevicesfromAsiandevelopers,tweakingthemtotheirownspecifications,andslappingontheirownbrandnames.It'snotjustcellphones.Asiancontractmanufacturersandindependentdesignhouseshavebecomeforcesinnearlyeverytechdevice,fromlaptopsandhigh-definitionTVstoMP3musicplayersanddigitalcameras."Customersusedtoparticipateindesigntwoorthreeyearsback,"saysJackHsieh,vice-presidentforfinanceatTaiwan'sPremierImagingTechnologyCorp.,amajorsupplierofdigitalcamerastoleadingU.S.andJapanesebrands."Butstartinglastyear,manyjusttakeourproduct.Becauseofpricecompetition,theyhaveto."

Whiletheelectronicssectorisfurthestdownthisroad,thesearchforoffshorehelpwithinnovationisspreadingtonearlyeverycorneroftheeconomy.OnFeb.8,BoeingCo.（BA）saiditisworkingwithIndia'sHCLTechnologiestoco-developsoftwareforeverythingfromthenavigationsystemsandlandinggeartothecockpitcontrolsforitsupcoming7E7Dreamlinerjet.PharmaceuticalgiantssuchasGlaxoSmithKline（GSK）andEliLilly（LLY）areteamingupwithAsianbiotechresearchcompaniesinabidtocuttheaverage$500millioncostofbringinganewdrugtomarket.AndProcter&GambleCo.（PG）saysitwantshalfofitsnewproductideastobegeneratedfromoutsideby2010,comparedwith20%now.

CompetitiveDangers

Underlyingthistrendisagrowingconsensusthatmoreinnovationisvital--butthatcurrentR&Dspendingisn'tyieldingenoughbangforthebuck.Afterspendingyearssqueezingcostsoutofthefactoryfloor,backoffice,andwarehouse,CEOsareaskingtoughquestionsabouttheironce-cloisteredR&Doperations:

Whyaresofewhitproductsmakingitoutofthelabsintothemarket?

Howmanyofthosepriceyengineersarereallycreatinggame-changingproductsortechnologybreakthroughs?

"R&Disthebiggestsingleremainingcontrollableexpensetoworkon,"saysAllenJ.Delattre,headofAccentureLtd.'s（ACN）high-techconsultingpractice."CompanieseitherwillhavetocutcostsorincreaseR&Dproductivity."

Theresultisarethinkingofthestructureofthemoderncorporation.What,specifically,hastobedonein-houseanymore?

Ataminimum,mostleadingWesterncompaniesareturningtowardanewmodelofinnovation,onethatemploysglobalnetworksofpartners.ThesecanincludeU.S.chipmakers,Taiwaneseengineers,Indiansoftwaredevelopers,andChinesefactories.IBM（IBM）isevenofferingthesmartsofitsfamedresearchlabsandanewglobalteamof1,200engineerstohelpcustomersdevelopfutureproductsusingnext-generationtechnologies.Whenthewholechainworksinsync,therecanbeadramaticleapinthespeedandefficiencyofproductdevelopment.

Thedownsideofgettingthebalancewrong,however,canbesteep.Startwiththedangeroffosteringnewcompetitors.MotorolahiredTaiwan'sBenQCorp.todesignandmanufacturemillionsofmobilephones.ButthenBenQbegansellingphoneslastyearintheprizedChinamarketunderitsownbrand.ThatpromptedMotorolatopullitscontract.Anotherriskisthatbrand-namecompanieswilllosetheincentivetokeepinvestinginnewtechnology."Itisaslipperyslope,"saysBostonConsultingGroupSeniorVice-PresidentJimAndrew."Iftheinnovationstartsresidinginthesuppliers,youcouldincrementalizeyourselftothepointwherethereisn'tmuchleft."

Suchperceptionsareabigreasonevencompaniesthatoutsourceheavilyrefusetodiscusswhathardwaredesignstheybuyfromwhomandimposestrictconfidentialityonsuppliers."Itisstilltaboototalkopenlyaboutoutsourceddesign,"saysForresterResearchInc.（FORR）consultantNaviRadjou,anexpertoncorporateinnovation.

Theconcernsalsoexplainwhydifferentcompaniesareadoptingwidelyvaryingapproachestothisnewparadigm.Dell,forexample,doeslittleofitsowndesignfornotebookPCs,digitalTVs,orotherproducts.Hewlett-PackardCo.（HPQ）saysitcontributeskeytechnologyandatleastsomedesigninputtoallitsproductsbutreliesonoutsidepartnerstoco-developeverythingfromserverstoprinters.Motorolabuyscompletedesignsforitscheapestphonesbutcontrolsallofthedevelopmentofhigh-endhandsetslikeitshot-sellingRazr.Thekey,execssay,istoguardsomesustainablecompetitiveadvantage,whetherit'scontroloverthelatesttechnologies,thelookandfeelofnewproducts,orthecustomerrelationship."Youhavetodrawaline,"saysMotorolaCEOEdwardJ.Zander.AtMotorola,"coreintellectualpropertyisaboveit,andcommoditytechnologyisbelow."

Wherevercompaniesdrawtheline,there'snoquestionthatthedemarcationbetweenmission-criticalR&Dandcommodityworkisslidingyearbyyear.Theimplicationsfortheglobaleconomyareimmense.CountriessuchasIndiaandChina,wherewagesremainlowandnewengineeringgraduatesareabundant,likelywillcontinuetobethebiggestgainersintechemploymentandbecomeincreasinglyimportantsuppliersofintellectualproperty.Someanalystsevenseeanewglobaldivisionoflaboremerging:

TherichWestwillfocusonthehighestlevelsofproductcreation,andallthejobsofturningconceptsintoactualproductsorservicescanbeshippedout.ConsultantDanielH.Pink,authorofthenewbookAWholeNewMind,arguesthatthe"leftbrain"intellectualtasksthat"areroutine,computer-like,andcanbeboileddowntoaspecsheetaremigratingtowhereitischeaper,thankstoAsia'srisingeconomiesandthemiracleofcyberspace."TheU.S.willremainstrongin"rightbrain"workthatentails"artistry,creativity,andempathywiththecustomerthatrequiresbeingphysicallyclosetothemarket."

Youcanseethisgreatdividealreadytakingshapeinglobalelectronics.Theprocessstartedinthe1990swhenTaiwanemergedasthecapitalofPCdesign,largelybecausethecriticaltechnologywasstandardized,onMicrosoftCorp.'s（MSFT）operatingsystemsoftwareandIntelCorp.'s（INTC）microprocessor.Today,Taiwanese"original-designmanufacturers"（ODMS）,sonamedbecausetheybothdesignandassembleproductsforothers,supplysome65%oftheworld'snotebookPCs