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1、Five technology companies that made successful comeback 5大咸鱼翻身的高科技公司 Michael Dell has his hands full trying to turnaround Dell the company he founded and now plans to take private in a 24 4 billion buyout Although still profitable the business is slumping as customers shift to rival computer makers
2、that offer cheaper prices Dell s comeback plan to push into business services and cloud computing is still a work in progress 迈克尔 戴尔正在忙着试图扭转戴尔公司 Dell 的颓势 他亲手创立了这家公 司 现在正打算通过一笔 244 亿美元的交易把公司私有化 虽然公司目前仍在赢 利 但由于客户大多流向那些能制造便宜机型的竞争对手 戴尔的业务因此日 趋下滑 戴尔把复兴计划的希望寄托在商业服务和云计算上 但这方面的努力暂 时未见成效 If the turnaround ef
3、fort is ultimately successful Dell DELL will join a small club of technology companies that have been able to reverse their fortunes It s a difficult feat The technology industry moves at such a fast pace that staying still means being left behind Companies that forget how to innovate usually have t
4、rouble relearning no matter how much executives tweak organizational charts create new marketing slogans or streamline their workforce 如果戴尔的复兴计划最终获得成功 它将成为屈指可数的几家成功扭亏为赢的科 技公司中的一员 但这是一项艰巨的任务 科技业的发展速度太快了 原地踏步 就意味 着落后 如果有哪家企业忘记了创新的精髓 那么不管企业高管付出多 少努力来重组企业结构 构思新的营销口号 还是 精简 劳动力 都很难再占 鳌头 Apple AAPL on the
5、brink of bankruptcy in the late 1990s is the industry s biggest comeback story It is likely the biggest reversal of fortune in business history Steve Jobs who had been purged in a boardroom dispute returned and transformed the business into a money making machine I B M IBM is another that reinvented
6、 itself by refocusing on high priced high margin products and services for corporate customers Dell is essentially trying to follow I B M s example 苹果公司 Apple 的复兴堪称科技业的经典 它可能也是商界历史上最伟大的 扭亏为赢的例子 上世纪90年代末 苹果曾濒临破产 一度被逐出苹果董事会 的史蒂夫 乔布斯重新掌权 把公司变成了一台赚钱机器 IBM 也是一个成功的 例子 它把重点放在向企业客户提供高价格 高利润的产品和服务上 从而再次 实现复兴
7、 戴尔基本上就是在试图复制 IBM 的路子 Of course many technology companies try and fail in their comeback attempts repeatedly in some cases like Yahoo YHOO AMD AMD and MySpace the once popular social network Mismanagement a lack of money and an unwillingness to adapt are typically to blame Invariably executives neve
8、r lose hope Investors have far less patience however Here s a recap of how some struggling technology companies despite the odds managed to make a comeback 当然 许多科技公司的复兴之路都以失败告终 很多公司更是屡战屡败 比 如一度热门的雅虎 Yahoo AMD 和社交网络 MySpace 通常这些公司失败 的原因都离不开管理失误 缺乏资金和不愿意适应新环境等因素 一般来说 这些科技公司的高管们从来不会放弃希望 但投资人可没有那么多耐心 以下
9、谨 为大家列举几个成功扭转颓势的例子 No 1 Apple 第一名 苹果 Picturing Apple near bankruptcy is difficult given its strength today But the company was indeed in trouble when Steve Jobs took over for a second time in 1997 Apple s computers no longer elicited the passion among consumers that they once did Personal computers
10、that relied on Microsoft MSFT Windows increasingly dominated the market To cut costs and increase focus Jobs eliminated a number of floundering products like the Newton personal digital assistant More importantly however he pushed and prodded until Apple started innovating again with the iPod iTunes
11、 iPhone MacBook and iPad Consumers of course loved them all 看着苹果今日的辉煌 我们很难想象当年它也有濒临破产的窘境 1979 年 乔 布斯第二次执掌苹果时 他接手的的确是一个千疮百孔的烂摊子 当时 苹果的 电脑产品在消费者中已经失去了往日的号召力 安装微软 Microsoft Windows系统的电脑越来越呈现独霸市场的趋势 为了削减成本 集中实力 乔布斯毙掉了一些苟延残喘的产品 比如个人电子助手Newton等 更重要的 是 他一直在促进和推动公司进行创新 直到公司成功地研发了iPod iTunes iPhone MacBook和
12、iPad 这些产品也全都获得了消费者的宠爱 No 2 IBM 第二名 IBM When Lou Gerstner a former chief executive for RJR Nabisco took the reins at I B M in 1993 the company was slumping Like many in his position he cut jobs killed products and sold assets More importantly he pushed the company into technology services Today it is
13、 the company s biggest business It wasn t easy however It required reversing his predecessor s plan to break the company into more autonomous individual units Doing so he figured would make it impossible for I B M to be a one stop shop for business technology as it is today Since Gerstner left I B M
14、 executives have continued making wise decisions Selling off the personal computer unit in 2005 is at the top of the list Doing so allowed I B M to avoid the problems Dell faces today with having to compete in a declining commodity driven business 1993 年 PRJ Nabisco 公司的前高管郭士纳入主IBM 的时候 IBM 正处于一蹶 不振的局
15、面 像许多处于相同处境的CEO 一样 郭士纳也采取了精简人员 削 减产品 变卖资产等一系列做法 更重要的是 他推动了公司向科技服务领域 发展 今天 科技服务已经成了IBM 公司最大的业务 这并不是一件容易的事 而且它需要调整公司前辈们制定的发展计划 把公司分割成一个个更加独立自 主的单元 郭士纳指出 这样可以使IBM 避免成为一站式的企业科技商店 就 像今天这样 郭士纳离职后 接替他的历任高管也继续做出了各种明智的决策 首当其冲的就是 2005 年将个人电脑业务剥离出售 这个决定使得 IBM 避免了戴 尔今日的窘境 不必在一个日益不景气的实体商品行业中继续竞争 No 3 Hewlett Pac
16、kard 第三名 惠普 Sometimes comebacks are short lived as Hewlett Packard s HPQ proves it For a few years the company a bastion of soap operatic drama and underachievement operated smoothly Mark Hurd a cost cutting chief executive hired in 2005 lifted revenue and profits H P s shares more than doubled in value Then five years into his tenure the board pushed Hurd out following accusations of sexual harassment Since then the company has spiraled under two chief executives two turnaround plans and a lot
