[2013.02.02] Business 商业：全球利基市场
[color=#444444][font=Tahoma,][size=2][color=#ff0000][b][url=http://www.ecolion.cn/thread-180410-1-1.html]http://www.ecolion.cn/thread-180410-1-1.html[/url][/b][/color][/size][/font][/color][color=#444444][font=Tahoma,][size=2][color=#ff0000][b]Business 商业[/b][/color][/size]
[size=4][b]Global niche players 全球[color=#0000ff]利基[/color]市场[/b][/size]
[size=2][b]Nordic companies have coped well with globalisation, but need new blood
面对全球化，北欧公司虽应付自如，仍需新鲜血液[/b][/size]
[size=2][color=#c0c0c0]Feb 2nd 2013 |From the print edition[/color][/size]
[img=595,549]http://media.economist.com/sites/default/files/imagecache/full-width/images/2013/01/articles/main/20130202_SRC714.png[/img]
NOVO NORDISK HAS the sheen of a global champion. Its corporate headquarters near Copenhagen is decorated with freshly cut flowers and thought-provoking sculptures, with little bowls of fruit and nuts dotted here and there. The CEO and his fellow executives work from a large open-plan office.
诺和诺德是熠熠生辉的全球性大公司。它位于哥本哈根附近的总部，饰有修剪一新的花朵和颇具深意的雕塑，并随处可见小碗盛装的水果和坚果。一个巨大的开放式办公室是公司的CEO和其他行政人员的工作地点。
That is all as it should be. Novo produces half the world’s medical insulin and frequently generates shareholder returns approaching 30%. The world market for insulin is growing fast: about 346m people already suffer from diabetes and the number will grow as the emerging world gets richer. Novo is well placed to remain the world’s leading insulin producer for years to come.
The Vikings’ modern descendants believe they can turn globalisation to their advantage. They excel at producing born-global companies. Ericsson, founded in 1876, started selling phones in China in the 1890s. They also outperform more muscular competitors. Torben Pedersen, of the Copenhagen Business School, points out that Nordic countries are past masters at adjusting to rules dictated by big countries such as Germany or America. Surely they can cope with China and India?
一切本当如此。全球一半的医用胰岛素产自诺和诺德，其持股人的收益通常高达30%。全球胰岛素市场发展迅猛：目前已有3.46亿人罹患糖尿病；随着新兴世界的国家愈加富裕，这一数字还会增长。因此，在未来的几年内，诺和诺德将无可争议地稳座世界胰岛素生产老大的地位。这些古老维京人的现代后裔相信，全球化可为己所用。他们的出色之处在于：创建具有全球性大公司潜质的企业。成立于1876年的爱立信公司，在19世纪90年代就在中国销售[color=#0000ff]电话[/color]。他们甚至打败了那些更强大的竞争者们。来自哥本哈根商业学校的托本.派德森指出：在由德国或美国这样的大国制定的游戏规则中，北欧国家适应良好，游刃有余。因此，应付中国或印度应该是绰绰有余了吧？
Alas, the logic that destroyed brawnwork such as shipbuilding and textile manufacturing is now moving on to brainwork. The best Nordic companies are transforming themselves from export machines into global networks. Ericsson, for example, has reduced the number of workers it employs in Sweden from 31,000 in 2001 to 18,000 today. Medium-sized companies are taking advantage of low production costs in the Baltic states as well as in China and India. In turn, foreigners are invading the Vikings’ strongholds. Volvo, Sweden’s fabled car company, has been swallowed by a Chinese upstart, Geely. Danisco, a Danish food-ingredients company, has been taken over by America’s DuPont. Ericsson has sold its handset division to Sony. Nokia is a shadow of its former self.
然而，曾经摧毁过造船或纺织这样重型产业的商业逻辑，开始向智力产业蔓延。一流的北欧公司，正由出口机器的角色转变为全球性网络。例如，艾立信将公司在瑞典的员工数由2001年31，000人裁至18，000。中型企业正在利用波罗地海国家、中国和印度的低生产成本。与此同时，外国企业也在入侵维京人的堡垒。瑞典的曾经的汽车神话沃尔沃，已被一家中国新兴企业吉利所收购。丹麦的食品配料公司丹尼斯克，也被美国的杜邦公司接手。爱立信把它的手机部门卖给了索尼。而诺基亚，已是大不如前了。
The Nordic countries have an impressive number of globally competitive companies. Denmark is a world leader in hearing aids (Oticon), shipping (Maersk), toys (Lego), drink (Carlsberg) and windpower (with more than 200 companies that account for a third of the world’s wind-turbine market). Novo Nordisk is at the centre of a biotech cluster, dubbed Medicon Valley, that stretches from Copenhagen to Malmö in neighbouring Sweden and has an annual turnover of 只能转帖部分。 百度～利基市场
利基市场（国内翻译五花八门：缝隙市场、壁龛市场、针尖市场，目前较为流行音译加意译：利基市场，哈佛大学商学院案例分析的中文版中也是采用这种译法)，指向那些被市场中的统治者/有绝对优势的企业忽略的某些细分市场，指企业选定一个很小的产品或服务领域，集中力量进入并成为领先者，从当地市场到全国再到全球，同时建立各种壁垒，逐渐形成持久的竞争优势。
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