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‘영문정보 및 서식의 이해’ 인터넷 보충학습 자료 <제 1,2 강> 경영학과 교수 문 상 원
* * * 본 학습 자료는 ‘영문정보 및 서식의 이해’를 수강하는 학생들의 중간고사 준비를 위해 제공되는 것입니다. 아래에 제공된 내용을 충분히 소화하면 좋은 성적을 얻을 수 있을 것입니다. * * *
The Global Economy of the 21st Century
(21세기의 세계경제)
The past quarter century has seen rapid changes in the global economy. => 지남 4반세기 동안 세계경제는 급격한 변화를 경험하였다.
Barriers to the free flow of goods, services, and capital have been coming down. => 주어는 Barriers to the free flow of goods, services, and capital
The volume of cross-border trade and investment has been growing more rapidly than global output, indicating that national economies are becoming more closely integrated into a single, interdependent, global economic system. => 전체 주어는 The volume of cross-border trade and investment 동사는 has been growing이다. indicating은 which indicates와 같다.
As their economies advance, more nations are joining the ranks of the developed world. => 주어는 more nations 동사는 are joining.
A generation ago, South Korea and Taiwan were viewed as second-tier developing nations. => second-tier: 2류의
Now they boast large economies, and their firms are major players in many global industries from shipbuilding and steel to electronics and chemicals. => they는 South Korea와 Taiwan을 가리킨다.
The move toward a global economy has been further strengthened by the widespread adoption of liberal economic policies by countries that had firmly opposed them for two generations or more. => 전체 문장의 주어는 The move toward a global economy이며 that은 countries를 지칭하는 관계대명사. them은 liberal economic policies를 지칭함.
Thus, in keeping with the normative prescriptions of liberal economic ideology, in country after country we are seeing state-owned businesses privatized, widespread deregulation adopted, markets opened to more competition, and commitment increased to removing barriers to cross-border trade and investment. => 전체 문장의 주어는 we 동사는 are seeing이다. ‘in country after country'는 ’많은 나라들에서‘라는 의미. 우리가 목격하는 것은 네 가지: (1) state-owned businesses가 privatized 되는 것, (2) 광범한 규제완화가 adopted 되는 것, (3) markets가 more competition에 open 되는 것, (4) cross-border trade and investment에 대한 barriers를 removing하고자 하는 commitment가 increased 되는 것.
This suggests that over the next few decades, countries such as the Czech Republic, Poland, Brazil, China, India, and South Africa may build powerful market-oriented economies. => 전체 문장의 주어는 This 동사는 suggests. 목적어는 that 이하의 내용.
In short, current trends indicate that the world is moving rapidly toward an economic system that is more favorable for international business. => 전체 문장의 주어는 current trends 동사는 indicate. 목적어는 첫 번째 that 이하의 내용. 두 번째 that은 an economic system을 가리키는 관계대명사.
But it is always hazardous to use established trends to predict the future. => it는 to use 이하의 내용을 가리킨다.
The world may be moving toward a more global economic system, but globalization is not inevitable. => 주어는 The world(앞 문장)과 globalization(뒷 문장).
Countries may pull back from the recent commitment to liberal economic ideology if their experiences do not match their expectations. => ‘pull back from' 후퇴하다 = retreat from.
There have been periodic signs, for example, of a retreat from liberal economic ideology in Russia. => 'retreat from' = pull back from
Russia has experienced considerable economic pain as it tries to shift from a centrally planned economy to a market economy. => as 는 ‘..하면서’ 또는 ‘..하는 도중에’라는 의미. it = Russia.
If Russia's hesitation were to become more permanent and widespread, the liberal vision of a more prosperous global economy based on free market principles might not occur as quickly as many hope. => 'were to'는 가정법으로 쓰임( .. 한다면). 전체 문장의 주어는 ‘the liberal vision' 동사는 might not occur.
Clearly, this would be a tougher world for international businesses. => this는 앞의 문장의 내용을 지칭함.
Also, greater globalization brings with it risks of its own. => it은 globalization을 가리킴.
This was starkly demonstrated in 1997 and 1998 when a financial crisis in Thailand spread first to other East Asian nations and then in 1998 to Russia and Brazil. => This는 세계화 자체가 위험을 내포한다는 앞의 문장 내용을 지칭하고 있음.
Ultimately the crisis threatened to plunge the economies of the developed world, including the United States, into a recession. => 주어는 the crisis 동사는 threatened.
The opportunities for doing business in a global economy may be significantly enhanced, but as we saw in 1997-98, the risks associated with global financial contagion are also greater. => 주어는 The opportunities(첫 번째 문장)와 the risks(두 번째 문장)이며 'as we saw in 1997-98'은 부연 설명하는 역할을 하고 있다.
Still, firms can exploit the opportunities associated with globalization, while at the same time reducing the risks through appropriate hedging strategies. => associated = which are associated. reducing = firms can reduce.
Is the shift toward a more integrated and interdependent global economy a good thing? => 주어는 the shift(toward ... global economy), 동사는 Is.
Many influential economists, politicians, and business leaders seem to think so. They argue that falling barriers to international trade and investment are the twin engines driving the global economy toward greater prosperity. => They는 ‘Many influential ... leaders'를 가리킴. driving = which drive.
They say increased international trade and cross-border investment will result in lower prices for goods and services. => 주어는 They 동사는 say. They say 뒤에 'that'이 생략되어 있음.
They believe that globalization simulates economic growth, raises the incomes of consumers, and helps to create jobs in all countries that participate in the global trading system. => 전체 주어는 They 동사는 believe. 첫 번째 that 이하의 문장에서 주어는 globalization이며, 동사는 (1) stimulates, (2) raises, (3) helps 이다. 두 번째 that은 countries를 가리키는 관계대명사이다.
There are good theoretical reasons for believing that declining barriers to international trade and investment do stimulate economic growth, create jobs, and raise income levels. => that 이하의 내용은 believing의 목적어이다. that 이하에서의 주어는 declining barriers(to international trade and investment). ‘do’는 stimulate, create, raise를 강조하는 어법.
Empirical evidence lends support to the predictions of this theory. => 실제 증거들이 이 이론이 예측하는 바를 지지한다. 즉 예측이 현실과 맞아떨어지고 있다.
However, despite the existence of a compelling body of theory and evidence, globalization has its critics. => critics: 비판자
Some of these critics have become increasingly vocal and active, taking to the streets to demonstrate their opposition to globalization. => taking = and take
Street demonstrations against globalization date to December 1999, when more than 40,000 protesters blocked the streets of Seattle in an attempt to shut down a World Trade Organization meeting being held in the city. => when은 December 1999를 지칭하고 있음. being held = which was being held.
The demonstrators were protesting against a wide range of issues, including job losses in industries under attack from foreign competitors, downward pressure on the wage rates of unskilled workers, environmental degradation, and the cultural imperialism of global media and multinational enterprises, which was seen as being dominated by what some protesters called the "culturally impoverished" interests and values of the United States. => 전체 문장의 주어는 The demonstrators, 동사는 were protesting. including = which include. including의 대상은 job losses, downward pressure, environmental degradation, 그리고 the cultural imperialism 임. which는 the cultural imperialism (of global media and multinational enterprises)를 지칭함. which 이하는 ‘몇몇의 반대자들이 미국의 “문화적으로 저급한” 이해와 가치로 치부하는 그 무엇에 의해 지배되는 것으로 여겨지는’으로 해석될 수 있음.
All of these ills, the demonstrators claimed, could be laid at the feet of globalization. => ‘the demonstrators claimed'는 삽입된 문구임. be laid at the feet of = ...의 제물이 된다.
The World Trade Organization was meeting to try to launch a new round of talks to cut barriers to cross-border trade and investment. => launch 시작하다. a new round of talks 일련의 새로운 대화.
As such, it was seen as a promoter of globalization and a legitimate target for the antiglobalization protesters. => As such 이와 같이. it = WTO.
The protests turned violent, transforming the normally placid streets of Seattle into a running battle between "anarchists" and Seattle's bemused and poorly prepared police department. => turned violent 격렬해졌다. transforming = and transformed.
Pictures of brick-throwing protesters and armored police wielding their batons were duly recorded by the global media, which then circulated the images around the world. => 주어는 Pictures 동사는 were recorded. wielding = who were wielding. which = the global media.
Meanwhile, the World Trade Organization meeting failed to reach agreement, and although the protests outside the meeting halls had little to do with that failure, the impression took hold that the demonstrators had succeeded in derailing the meeting. => Meanwhile 그 동안에. had little to do with ...와 거의 관련이 없었다. the impression = that the demonstrators had succeeded in derailing the meeting. derail 탈선시키다.
Asia Goes Railroad Crazy
(아시아의 철도 열풍)
A century ago east Asia had its doubts about railroads. => 한 세기 전에는 아시아는 철도에 대해 회의적이었다.
Complaining that train tracks sliced through buried ancestors, China's antiforeign Boxer rebels burned down railroad stations. => 주어는 China's antiforeign Boxer rebels, 동사는 burned down이다. ‘train tracks ... ancestors’에서의 주어는 train tracks, 동사는 sliced이다.
In Japan, officials who feared that Western bankers would seize control of its private railroads prepared a wholesale nationalization of them. => 주어는 officials, 동사는 prepared이다. who는 officials를 가리키는 관계대명사이며, who feared that ... railroads는 officials를 부연 설명하고 있다.
No such scene greets this new century. => 현 세기에서는 이러한 광경은 찾아볼 수 없다.
From Seoul to Singapore, Taipei to Tianjin, plans abound for new rail networks and rolling stock. => plans가 주어, abound가 동사이다.
Says Anthony Farrar, joint managing director of the Rail Solutions Asia 2001 exhibition in Bangkook : "If you had had no access to news for years and you were to look at the Asia-Pacific railroad market, you would be forgiven if the phrase 'Asian crisis' meant nothing." => 전체 문장의 주어는 Anthony Farrar, 동사는 Says이다. joint managing director ... in Bangkok은 Anthony Farrar를 부연 설명하고 있다. “ ” 속의 문장에서 주어는 you, 동사는 would be forgiven이다. If you ... railroad market은 and에 의해 두 개의 문장이 연결되어 있는데, 이 중 첫 번째 문장의 주어는 you, 동사는 had had이고, 두 번째 문장의 주어는 you, 동사는 were to look이다. if이하의 문장에서는 the phrase 'Asian crisis'가 주어, meant가 동사이다.
The Taiwan government is bisecting the island with a high-speed rail that will link Taipei with Kaohsiung in 90 minutes. => 주어는 The Taiwan government, 동사는 is bisecting이다. that은 a high-speed rail을 가리키는 관계대명사이다.
The ASEAN summit in November approved a preliminary $2.5 billion for a rail that would link Singapore to China's internal networks. => 주어는 The ASEAN summit (in November), 동사는 approved이다. that은 a rail을 가리키는 관계대명사이다.
And from northern Asia comes perhaps the most encouraging news of all. => And에 의해 앞 문장과 연결되어져 있으며, 문장이 도치되어 있다. the most encouraging news of all이 주어, comes가 동사이다.
In February, the two Koreas agreed to rebuild the trans-peninsula rail link that was severed during the Korean war. => 주어는 the two Koreas, 동사는 agreed이다. that은 the trans-peninsula rail link를 가리키는 관계대명사이다.
But size and ambition put China's railroads at the top of the project list. => 주어는 size and ambition, 동사는 put이다.
Between now and 2005 the People's Republic plans some notable firsts : the nation's first high-speed rail link (Beijing to Shanghai), the world's first magnetically levitated (maglev) commercial train (in Shanghai's new Pudong district), and the first roof-of-the-world railroad (to Lhasa, Tibet's capital). => 주어는 the People's Republic, 동사는 plans이다. :표 뒤에는 괄목할 만한 첫 번째 사업들의 예가 3가지 나와 있다.
‘영문정보 및 서식의 이해’ 인터넷 보충학습 자료 <제 3,4 강> 경영학과 교수 문 상 원
* * * 본 학습 자료는 ‘영문정보 및 서식의 이해’를 수강하는 학생들의 중간고사 준비를 위해 제공되는 것입니다. 아래에 제공된 내용을 충분히 소화하면 좋은 성적을 얻을 수 있을 것입니다. * * *
(Asia Goes Railroad Crazy: 계속)
Japan and Germany are competing for the $15 billion Beijing-to-Shanghai contracts. => 주어는 Japan and Germany, 동사는 are competing이다. '$15 billion'은 ‘150억 달러 어치의’로 해석
Because Beijing may decide to make it a maglev, and German companies won the Pudong project in January, Germans claim a head start. => ‘Because ... in January’는 두 개의 문장으로 이루어져 있는데, 첫 번째 문장의 주어는 Beijing, 동사는 may decide이고, 두 번째 문장의 주어는 German companies, 동사는 won이다. 전체 문장의 주어는 Germans, 동사는 claim이다. a head start 선두.
But Japan remains in the race. => 그러나 일본은 여전히 수주에 대한 희망을 저버리지 않고 있다.(race = competition)
Argues Yoshihiro Kyotani, father of Japan's maglev : "The Chinese realize that our technology is better suited to earthquake zones." => 전체 문장의 주어는 Yoshihiro Kyotani, 동사는 Argues이다. father of Japan's maglev는 Yoshihiro Kyotani를 부연 설명하고 있다. “The Chinese ... zones” 속에서는 The Chinese가 주어, realize가 동사이다. that이하의 문장에서는 our technology가 주어, is suited가 동사이다.
Where will China get the money for all this? => 이 모든 사업을 위한 자금을 중국은 어디서 조달할 것인가?.
After all, as a consequence of wholesale corruption and a host of collection problems, the tax system is in disarray. => 결국 총체적 부패와 수많은 징세상의 문제점으로 인하여 세무체제가 혼돈상태에 있다.
But Andy Xie, Morgan Stanley's chief China economist, is sanguine : "China's labor and land costs are very low compared with, say, Hong Kong's. Railroad bonds can be sold." => 전체 문장의 주어는 Andy Xie, 동사는 is이다. Morgan Stanley's ... economist는 Andy Xie를 부연 설명하고 있다. “ ” 속에서, 첫 번째 문장의 주어는 China's labor and land costs, 동사는 are이고, 두 번째 문장의 주어는 Railroad bonds, 동사는 can be sold이다.
China's Railways Ministry does not appear to have published an estimate of what the grand total will be for all its projects, but still the list keeps growing. => 두 개의 문장이 but으로 연결되어 있다. 첫 번째 문장의 주어는 China's Railway Ministry, 동사는 does not appear이고, 두 번째 문장의 주어는 the list, 동사는 keeps (growing)이다.
Other announcements include 335 miles of mass-transit rail in 15 major cities, a 1,340-mile railroad across six east-coast provinces, and a service that will follow the ancient silk route to Central Asia. => 주어는 Other announcements, 동사는 include이다. include의 대상은 335miles, a 1,340-mile railroad, 그리고 a service이다. that은 a service를 가리키는 관계대명사이다.
The reason for such big plans? => What are the reasons for such big plans?를 줄인 것이다.
China's masses now have the money for vacations away from home : Tourism authorities report double-digit growth in the domestic travel industry. => 앞의 물음에 대한 한 가지 답이다. 전체 주어는 China's masses, 동사는 have이다. :표 다음에 나오는 문장은 첫 번째 문장을 부수적으로 떠받치는 역할을 하고 있다.
Some 90% of Chinese (that's 1.23 billion travelers) now take at least one in-country trip yearly. => 이 것 역시 앞의 첫 번째 문장을 떠받치는 역할을 하고 있다. 주어는 Some 90% of Chinese, 동사는 take이다.
But higher living standards may not fully explain Beijing's focus on labor-intensive rail construction. => 주어는 higher living standards, 동사는 may not explain이다. 그러나 높아진 생활수준이 중국정부의 노동집약적인 철도건설에 대한 집착을 전부 설명해 줄 수는 없다.
Cheaper and better agricultural products are expected to flood into China from abroad once the country enters the World Trade Organization, cutting the need for domestic farm production. => 주어는 Cheaper and better agricultural products, 동사는 are expected이다. once는 ‘--하기만 하면’이라는 뜻을 지니는 접속사이다. cutting = and it(농산물이 물밀 듯이 들어오는 것) will cut.
Hong Kong papers warn darkly of an additional 150 million superfluous farmhands. => darkly = strongly. 주어는 Hong Kong papers, 동사는 warn이다.
Says a Shanghai-based diplomat : "Railroad construction would be one good way to keep young men busy - and outside most cities." => 전체 주어는 a Shanghai-based diplomat, 동사는 Says이다. “ ” 속에서는 Railroad construction이 주어, would be 가 동사이다.
Since 1902, war and civil tumult have retarded Chinese rail development. => war and civil tumult가 주어, have retarded가 동사이다.
During Chairman Mao Zedong's disastrous 1958~60 Great Leap Forward, communes tore up rails and melted them in backyard furnaces in a desperate effort to meet steel-production quotas. => 주어는 communes, 동사는 tore up과 melted이다. Great Leap Forward 대약진운동.
A simple statistic dramatizes the disordered century's result : There's nearly a yard of track today for every U.S. citizen, and less than two inches for every Chinese. => 전체 주어는 A simple statistic, 동사는 dramatizes이다. :표 이하의 문장은 첫 번째 문장의 의미를 설명하고 있다.
A Return to Fundamentals
(기본으로 돌아가기)
It is hard to come to any firm understanding of the impact of the Internet on business by looking at the results to date. => 주어는 It, 동사는 is 인데, 여기서 It은 to come ... on business를 가리킨다. 따라서 이 때의 it을 가(假)주어라고 한다. firm은 ‘견고한’이란 의미를 지닌다. the results to date 현재까지의 결과.
But two broad conclusions can be drawn. => 두 가지 범주의 결론이 도출될 수 있다.
First, many businesses active on the Internet are artificial businesses competing by artificial means and propped up by capital that until recently had been readily available. => 주어는 many businesses (active on the Internet), 동사는 are이다. competing과 propped up은 artificial businesses를 수식하고 있다. that은 capital을 가리키는 관계대명사이다.
Second, in periods of transition such as the one we have been going through, it often appears as if there are new rules of competition. => 주어는 it, 동사는 appears이다. 여기서 it는 as if ... of competition을 의미한다. the one(=period)과 we 사이에는 which라는 관계대명사가 생략되어 있다.
But as market forces play out, as they are now, the old rules regain their currency. => 주어는 the old rules, 동사는 regain이다. they는 market forces를 가리키며, as they are now는 as they are now playing out가 축약된 것이다.
The creation of true economic value once again becomes the final arbiter of business success. => 주어는 The creation of true economic value, 동사는 becomes이다.
Economic value for a company is nothing more than the gap between price and cost, and it is reliably measured only by sustained profitability. => 두 개의 문장이 and로 연결되어 있다. 첫 번째 문장의 주어는 Economic value for a company, 동사는 is이다. 두 번째 문장의 주어는 it (economic value for a company를 의미), 동사는 is measured이다.
To generate revenues, reduce expenses, or simply do something useful by developing Internet technology is not sufficient evidence that value has been created. => 주어는 To generate ... something useful (by developing Internet technology), 동사는 is not이다.
Nor is a company's current stock price necessarily an indicator of economic value only over the long run. => 주어와 동사가 도치되어 있음. 주어는 a company's current stock price, 동사는 is이다.
In thinking about economic value, it is useful to draw a distinction between the uses of the Internet (such as operating digital marketplaces, selling toys, or trading securities) and Internet technologies (such as site-customization tools ar real-time communications services), which can be developed across many uses. => 주어는 it, 동사는 is이다. 여기서 it는 ‘to draw ... many uses’를 가리킨다. which는 Internet technologies를 가리키는 관계대명사이다.
Many have pointed to the success of technology providers as evidence of the Internet's economic value. => 주어는 Many, 동사는 have pointed.
But this thinking is faulty. => 그러나 이러한 사고는 잘못된 것이다.
It is the uses of the Internet that ultimately create economic value. => 주어는 It, 동사는 is이다. It는 ‘that ultimately ... value’를 가리킨다. (문법적으로 ‘it...that 용법’이라 칭함)
Technology providers can prosper for a time irrespective of whether the uses of the Internet are profitable. => 주어는 Technology providers, 동사는 can prosper이다. whether이하 문장의 주어는 the uses of the Internet, 동사는 are이다.
In periods of heavy experimentation, even sellers of flawed technologies can thrive. => 주어는 sellers of flawed technologies, 동사는 can thrive이다.
But unless the uses generate sustainable revenues or savings in excess of their cost of development, the opportunity for technology providers will shrivel as companies realize that further investment is economically unsound. => 전체 문장의 주어는 the opportunity (for technology providers), 동사는 will shrivel이다. ‘unless ... of development’에서의 주어는 the uses, 동사는 generate이다. ‘as ... unsound’에서의 주어는 companies, 동사는 realize이다. ‘that further ... unsound’는 realize의 목적어이다.
So how can the Internet be used to create economic value? => 그러면 인터넷을 어떻게 활용할 때 경제적 가치를 창출될 수 있겠는가?
To find the answer, we need to look beyond the immediate market signals to the fundamental factors that determine profitability : ?industry structure, which determines the profitability of the average competitor ; and ?sustainable competitive advantage, which allows a company to outperform the average competitor. => 전체 문장의 주어는 we, 동사는 need이다. that은 the fundamental factors를 가리키는 관계대명사이다. industry structure와 sustainable competitive advantage는 the fundamental factors에 해당된다. 첫 번째의 which는 industry structure를, 두 번째 which는 sustainable competitive advantage를 가리키는 관계대명사이다.
These two underlying drivers of profitability are universal : they transcend any technology or type of business. => 첫 번째 문장의 주어는 These two underlying drivers of profitability, 동사는 are이다. 두 번째 문장은 첫 번째 문장을 부수적으로 설명하고 있으며, 이의 주어는 they, 동사는 transcend이다.
At the same time, they vary widely by industry and company. => 동시에 그것들은 산업과 기업에 따라 매우 다양해진다.
The broad, supra-industry classifications so common in Internet parlance, such as business-to-consumer (or "B2C") and business-to-business (or "B2B"), prove meaningless with respect to profitability. => 주어는 The broad, supra-industry classifications (so common in Internet parlance), 동사는 prove이다.
Potential profitability can be understood only by looking at individual industries and individual companies. => 주어는 Potential profitability, 동사는 can be understood이다. ‘영문정보 및 서식의 이해’ 인터넷 보충학습 자료 <제 5,6 강> 경영학과 교수 문 상 원
* * * 본 학습 자료는 ‘영문정보 및 서식의 이해’를 수강하는 학생들의 중간고사 준비를 위해 제공되는 것입니다. 아래에 제공된 내용을 충분히 소화하면 좋은 성적을 얻을 수 있을 것입니다. * * *
The Second Step of e-Business Design : Reversing the Value Chain
(가치사슬의 역전)
The greatest challenge in e-business is linking emerging technology to new business designs. => 주어는 The greatest challenge (in e-business), 동사는 is 이다. linking = to link. emerging technology는 link의 목적어이다.
If it were just a matter of linking emerging technologies to existing markets or vice versa, the management challenges would be relatively easy. => (가정법) If ... vice versa에서의 주어는 it, 동사는 were이다. 실제는 그렇지 않음의 의미를 내포하고 있음. 전체 주어는 the management challenges, 동사는 would be이다.
But when both are emerging, it's a delicate process. => 전체 주어는 it, 동사는 is (it's = it is)이다. when ... emerging에서의 주어는 both, 동사는 are emerging이다. both는 technologies와 markets를 가리킨다.
As technologies emerge, they affect customer needs ; customer needs influence business designs. => they(주어) affect(동사) customer needs 와 customer needs(주어) influence(동사) business design은 연쇄적으로 이어져 있다.
As business designs emerge, they affect processes ; processes influence the next generation of technology. => they(주어) affect(동사) processes와 processes(주어) influence(동사) the ... technology는 연쇄적으로 이어져 있다.
Technology alone cannot make a business design dynamic, but it can make a dynamic design a real dynamo. => 두 문장이 but으로 연결되어 있다. 첫 번째 문장의 주어는 Technology, 동사는 cannot make, 두 번째 문장의 주어는 it, 동사는 can make이다. it은 technology를 가리킨다.
As new technologies and customer needs emerge, managers find creating new business designs difficult for two reasons. => 전체 문장의 주어는 managers, 동사는 find이다. As ... emerge에서의 주어는 new technologies and customer needs, 동사는 emerge이다.
First, most have been trained to concentrate on improving products, increasing market share, and growing revenues. => 주어는 most, 동사는 have been trained이다. concentrate on의 대상은 improving products, increasing market share, 그리고 growing revenues.
Second, in the e-business world, the distinction between products and services often blurs. => 주어는 the distinction (between products and services), 동사는 blurs이다.
Therefore, success depends on creating new "product offerings" in which customers see value. => 주어는 success, 동사는 depends on이다. which는 (new) product offerings를 가리키는 관계대명사이다.
Successful companies no longer just add value, they invent it. => 두 문장이 나란히 이어져 있다. 첫 번째 문장의 주어는 Successful companies, 동사는 add, 두 번째 문장의 주어는 they, 동사는 invent이다.
To invent value, managers must reverse the traditional value chain thinking (inside-out models) by which businesses define themselves in terms of the products they produce (see Figure 1). => 전체 문장의 주어는 managers, 동사는 must reverse이다. which는 the traditional value chain thinking을 가리키는 관계대명사이다.
In the traditional model, managers concentrate on being effective and competitive by putting well-understood products on the market. => 주어는 managers, 동사는 concentrate이다.
In the new world, however, the business design is outside in. => 그러나, 새로운 세상에서는 사업 설계가 뒤집혀 있다. (업무의 흐름이 반대 방향으로 이루어지고 있다)
In an outside-in approach, the strategy revolves around the customer. => 주어는 the strategy, 동사는 revolves이다. revolves around the customer 고객을 중심으로 돌고 있다.
Why is this crucial? => 이것이 왜 중요한가? this가 주어, is가 동사.
From time to time, conditions suddenly change direction, causing industries to completely rethink the way they do business. => 주어는 conditions, 동사는 change이다. the way와 they 사이에 in which가 생략되어 있다.
Often, a business condition change is due to a new entrant that does not play the game by the understood rules. => 주어는 a business condition change, 동사는 is이다. that은 a new entrant를 가리키는 관계대명사이다.
The challenger reconfigures the offering and suddenly starts running away with the business. => 주어는 The challenger, 동사는 reconfigures와 starts이다.
Traditional coffee companies such as Folgers and Maxwell House experienced this change firsthand when they failed to see the shifting consumer trend toward gourmet coffee. => 전체 문장의 주어는 Traditional coffee companies, 동사는 experienced이다. when 이하의 문장에서의 주어는 they, 동사는 failed이다.
Starbucks saw it and created a business around the gourmet coffee drinker. => 주어는 Starbucks, 동사는 saw와 created이다.
If the management at the established coffee companies had stayed focused on changing customer tastes, they would have migrated toward gourmet coffee, changed delivery systems, and restructured prices. => 전체 문장의 주어는 they, 동사는 would have migrated / changed / restructured이다. If ... tastes에서의 주어는 the management at the established coffee companies, 동사는 had stayed이다.
In the process, they would have made it much harder for Starbucks and others to break into the market and steal their customers. => 주어는 they, 동사는 would have made이다. it는 for Starbucks and ... their customers를 가리킨다.
The need for an outside-in approach becomes essential in times of great structural transition, when old categories suddenly become obsolete. => 전체 주어는 The need for an outside-in approach, 동사는 becomes이다. when 이하의 문장에서는 old categories가 주어, become이 동사이다.
Businesses must redefine themselves in times of flux, a danger for companies married to a business definition that's fixed to specific products. => 전체 문장의 주어는 Businesses, 동사는 must redefine이다. a danger ... products는 flux를 부연 설명하는 것이다. companies 와 married 사이에는 which are가 생략되어 있다. that (that's = that is)은 a business definition을 가리키는 관계대명사이다.
How do you navigate these dangerous waters? By defining new offerings born of customer needs (see Figure 1). => Q & A 형식으로 되어있다. born of 바로 앞에 which are가 생략되어 있다.
Dell, American Express, Charles Schwab, Microsoft, and Wal-mart are shining examples of firms that seem to understand what the customer wants. => 주어는 Dell ... Wal-mart, 동사는 are이다. that은 firms를 가리키는 관계대명사이다.
GE's Move to the Internet
(GE의 인터넷 승부수)
Few managers achieved the stature of General Electric Co. CEO John F. Welch. => Few ‘거의 없다’는 의미. John F. Welch = General Electric Co. CEO.
He was not only the iconic chief of one of the most valuable companies on earth, but also the corporate world's top-ranking business professor. => not only...but also 용법. one of the most valuable companies = GE. 여기서 iconic은 ‘인구에 회자하는’ 정도의 의미를 지님.
His compass guided the actions of countless captains of industry. => compass 나침반. 여기서 captains는 ‘경영자들’.
But even the captain's captain had to prove he could navigate the treacherous waters of the Internet economy. => the captain's captain = John F. Welch.
At the beginning of 1999, new-economy zealots wondered aloud whether Welch's staunch refusal to grant special equity deals for technology talent signaled that he was past his prime, a prisoner of old-economy thinking. => staunch = stubborn, firm. technology talent (인터넷)기술 분야의 인재. past his prime 그의 전성기가 지난.
It wouldn't be long, critics predicted, before top GE managers would flee to dot-coms offering ownership stakes that would make them instant multimillionaires. => critics predicted는 삽입된 문장. It wouldn't be long before ... 머지 않아 ... 할 것이다. dot-coms 인터넷 회사들. offering = which offer. them = top GE managers.
That's when Welch had an epiphany. => 바로 그때 Welch는 (준비기간이 끝나고)중대 선언을 하게 되었다.
GE's vast resources weren't enough of a weapon to combat promises of instant wealth; he would have to place his legendary reputation on the line. => 거대한 자원이 하루아침에 떼돈을 벌 수 있게 하지는 못함을 인식하고, 그의 전설적인 명성을 걸고 분명한 선언을 해야 했다.
So at a management meeting in Boca Raton, Florida, in January 1999, Welch outlined a sweeping Internet agenda that would leave no GE businesses untouched. => 주어는 Welch 동사는 outlined. sweeping 여기서는 ‘강력한’이란 의미. that은 a sweeping Internet agenda를 가리키는 관계대명사.
He added e-business to a short list of broad initiatives - including globalization, customer service, and a quality control yard-stick called Six Sigma - that each manager would be responsible for carrying out. => 주어는 He 동사는 added. that은 broad initiatives를 가리킴.
The Internet was no longer just a new medium for buying and selling, he said; it was fundamentally changing how business operated. => no longer 더 이상 ..가 아니다. just 단지. it = The Internet.
A year and a half later, the critics were silent and Welch had fully vindicated himself. => vindicated himself 자신을 입증하다.
Many of the dot-com threats had fizzled, and GE had moved billions of dollars in sales and spending to the Internet in record time, aided largely by a corporate culture that rewarded the "stealing" of ideas among GE's 20 units and 340,000 employees. => in record time 최단 시간에. aided by a corporate culture 기업 문화의 힘을 얻어서. that은 a corporate culture를 가리키는 관계대명사.
The result was new buying, selling, and manufacturing techniques that spread through the massive company in weeks, not years. => that = new buying, selling, and manufacturing techniques.
"We've become pretty good at using size to our advantage," Welch said. => pretty 매우. good at ..에 능숙하다.
"Size gives you the ability to experiment, to take risks because you are not going to sink yourself. => to experiment와 to take risks가 the ability에 종속됨.
That is the only advantage of size. The small company is faster, but one wrong swing can wipe them out. They have to be right." => 규모가 작은 기업은 민첩성은 있지만, 한 번 실수로 회사가 없어질 수도 있기 때문에 위험한 프로젝트를 실행하기 어렵다.
In other words, big is back, and no company made that point more convincingly than GE, where e-business experimentation paid off in a big way. => size의 시대가 돌아왔다. paid off 이득을 가져다주었다.
Private e-auctions were forcing suppliers to fight for GE's business, squeezing hundreds of millions of dollars out of purchases in 2000 alone. => Private e-auctions는 GE가 기업차원에서 행한 인터넷 경매를 의미함. fight for GE's business는 ‘GE의 사업을 따내고자 경쟁하다’라는 의미. squeezing = and squeezed. 2000년 한 해만 해도 구매비용을 수억 달러 절감하였다.
Full-time Internet connections were letting GE remotely monitor heavy equipment - and tell customers how they could be working more efficiently. => let GE monitor: GE로 하여금 monitor하게 하다. tell의 주어는 GE, 즉 let GE tell로 연결된다.
Whole new businesses were sprouting up throughout GE, including the repackaging of homegrown technology for sale. => Whole new 전혀 새로운. homegrown 사내에서 성장한.
And the money machine was pouring record sums into its own technology suppliers. => record sums 전례 없이 큰 액수. its own technology suppliers GE 그룹 내의 공급자들.
It was an e-Business ecosystem that had earned GE the No. 1 spot in 2000's InternetWeek 100 listing of top e-businesses. => It ... that 용법. GE를 1위에 올리는 역할을 담당한 것이 e-Business ecosystem임을 강조.
Perhaps a better sign that the strategy was working: => 그 전략이 힘을 발휘하고 있다는 것에 대한 더 적절한 표시(징후)는 다음과 같다: Wall Street was treating GE as both a blue chip and an Internet company, sending the stock higher when one or the other was in style. => both A and B. sending = and sent. in style = in shape 잘 되고 있는(모양새가 좋은).
GE's stock price doubled within a year and a half after Welch's edict was handed down. => 여기서 edict는 인터넷 선언.
In the middle of 2000, GE expected to slash overhead costs by as much as 50 percent - which would amount to a staggering $10 billion - in as little as two years. => slash 없애다. which는 50 percent를 가리킴. staggering은 액수가 거대함을 표현. in as little as two years 단지 2년 만에.
Some of this savings would fall to the bottom line, while some would be spent on new initiatives. => 여기서 fall to the bottom line은 ‘자본으로 축적되다’라는 의미로 해석.
"It turns out that all the work that GE did to break down the bureaucracy and create a culture of sharing was wonderful preparation for e-commerce," said Merrill Lynch's Terrile. => turn out ..으로 밝혀지다. that all the work that GE did ... 이하에서 주어는 all the work 동사는 was이다.
Drastic changes in mindset resulting from that period - such as measuring fulfillment performance based not on how well GE met its own objectives but on how well it met customer needs - "moved through GE quickly because each idea cuts a path that the next one can follow," Terrile said. => 전체 주어는 Drastic changes 동사는 moved. resulting from = which resulted from. cuts a path 길을 열다.
That included GE's efforts in e-business. Welch's rallying cry in 2000 was about the assets GE had that dot-coms didn't: a wealth of products to sell, legions of devoted customers, and the ability to deliver quality products on time. => rallying cry 용기를 북돋우는 함성. Welch가 닷컴 기업들이 갖지 못한 장점들을 GE가 보유하고 있음을 강조하며 사업을 독려하였음을 내포하고 있음.
"We already have the difficult part, the 'stuff' that startups are looking for - world-leading products and technology, a century-old brand identity and a reputation," Welch said. => GE의 강점을 강조하고 있음.
The next challenge was to coordinate e-business endeavors among GE's 20 far-flung units, including Appliances, Aircraft, Capital, Lighting, Medical Systems, Plastics, Power Systems, and Transportation Systems. => 이후의 과제는 멀리 떨어진 다양한 부문의 사업체들 간에 e-비즈니스 활동을 조정하는 것이었다.
E-Business leaders in these groups held monthly interactive teleconferences, using PC screen emulators to demonstrate new Internet applications for buying, selling, customer care, manufacturing, logistics, and fulfillment. => 주어는 E-Business leaders 동사는 held. using은 ‘..을 활용하면서’라는 의미.
They met in person quarterly. => in person 직접.
"We really give great praise to those who have copied from others, as much as those who came up with the idea to begin with," said CIO Reiner. => 우리는 남들의 아이디어를 활용해서 쓴 사람들에게 최초로 아이디어를 낸 사람들과 꼭 같은 정도의 찬사를 보낸다. 즉 아이디어의 공유를 적극 장려하고 있음을 의미.
"There's been a lot of work on the culture so that people are proud to take ideas from others." => 다른 사람의 아이디어를 활용하는 문화를 형성하는 데에 많은 노력을 기울임을 의미.
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