果靠模仿賺錢？單靠革新企業無法獲利
2012-05
Web only
作者：經濟學人
維多利亞的秘密的老闆Les Wexner，每年都會花一個月的時間到世界各地旅行，好吸收其他企業的想法；他的哲學就是，企業應該讚揚模仿。這有點像是異端邪說，政治人物和無數獎項都在頌揚革新，模仿者則被當成壞蛋。
但在真實世界，許多企業是靠模仿而成功的。iPod不是第一台數位音樂播放器，iPhone也不是第一台智慧型手機，蘋果模仿他人的產品，但把產品變得極為吸引人。
專家認為，合法模仿的速度和強度越來越高；據說有位社群遊戲公司的老闆曾對員工說：「我不要革新，我只要你去複製他們做的東西，然後一直做到你能得到和他們一樣的數字為止。」
從歷史來看，最後的贏家通常是模仿者。現在還有誰記得率先推出紙尿布的Chux？管理學大師Ted Levitt曾在60年代寫道，在企業界，模仿不但遠比革新普遍，也比較有機會帶來成長和利潤。
承 認自己是模仿者的企業極少，因為那會傷害老闆的自尊心，還有可能引來法律糾紛。不過，安全模仿的機會還是相當多，以雀巢的Nespresso咖啡機為 例，Nespresso前主管Jean-Paul Gaillard就在新公司推出了完全適用於Nespresso機器的咖啡膠囊，而且雀巢無法阻止此事。
部分商業界人士願意思考革新的限 制，Dell前執行長Kevin Rollins曾問：「如果革新是這麼棒的競爭武器，為什麼它沒有帶來獲利？」。但大部分人仍舊沉迷於革新，也因為如此，企業在模仿這門藝術上並沒有投入 足夠的心力；模仿相當普遍，但許多企業無法有效率地模仿。
專家認為，合法模仿的速度和強度越來越高；據說有位社群遊戲公司的老闆曾對員工說：「我不要革新，我只要你去複製他們做的東西，然後一直做到你能得到和他們一樣的數字為止。」
從歷史來看，最後的贏家通常是模仿者。現在還有誰記得率先推出紙尿布的Chux？管理學大師Ted Levitt曾在60年代寫道，在企業界，模仿不但遠比革新普遍，也比較有機會帶來成長和利潤。
承 認自己是模仿者的企業極少，因為那會傷害老闆的自尊心，還有可能引來法律糾紛。不過，安全模仿的機會還是相當多，以雀巢的Nespresso咖啡機為 例，Nespresso前主管Jean-Paul Gaillard就在新公司推出了完全適用於Nespresso機器的咖啡膠囊，而且雀巢無法阻止此事。
部分商業界人士願意思考革新的限 制，Dell前執行長Kevin Rollins曾問：「如果革新是這麼棒的競爭武器，為什麼它沒有帶來獲利？」。但大部分人仍舊沉迷於革新，也因為如此，企業在模仿這門藝術上並沒有投入 足夠的心力；模仿相當普遍，但許多企業無法有效率地模仿。
繡球花
Creativity blooms for Japanese confections in summer
2011/06/22
Hydrangea as interpreted by Kasho Kikuya, center, and clockwise from top: Toshimaya; Toraya; Kasho Kikuya; Ryoguchiya Korekiyo; Tsuruya Yoshinobu; and Toraya. Some of the confections are limited production items. (The Asahi Shimbun)
With rainy season at its height, one flower seems to thrive and bloom in the seemingly never-ending drizzle that blankets much of Japan during the early summer months.
While nowhere celebrated like the cherry blossoms, the hydrangea, with its petals in hues of blue, purple, pink and white, adds flair and color to an otherwise monotonous and gloomy season.
So it seems fitting that the flower is a popular theme chosen by creators of Japanese confections, whose intricately designed sweets attempt to capture the sentimentalism surrounding the changing of seasons.
A sampler of the various hydrangea-themed morsels created by artisans at various confectionaries shows the diversity of the ingredients and techniques that are used to create wagashi, or Japanese confections.
One morsel features a ball of bean paste sprinkled with blue- and purple-colored gelatin to recreate an entire grove of hydrangeas. Another more simple creation made of a pinkish, marzipan-like concoction of bean paste, glutinous rice and sugar features a single flower with four squarish petals, while yet another tries to emulate the image of dew lingering on the leaves and petals.
"The shapes, colors and names are essential in creating a sense of the season in wagashi," said Keiko Nakayama, a chief researcher at the Toraya Archives Toraya Bunko, which records the history of Tokyo-based Japanese confectionary Toraya.
According to Nakayama, Toraya, established nearly 480 years ago, has 3,000 titles for confections, some of which are documented in old scriptures.
While adhering to tradition, Japanese confections have also reflected the times.
"With abstract designs, there is the joy of trying to imagine what is being portrayed while listening to the titles. However, many recent confections seem to pursue a realist approach," Nakayama said. "It's a little sad to think that the sense of playfulness has been lost."
While appetites become thinner with the approaching summer heat, the creativity of wagashi artisans appear to reach the apex.
With the arrival of such seasonal motifs as peonies, morning glories, goldfish, fireflies and crystal-clear streams, confectionaries try to evoke a sense of coolness to match the summer weather with "kudzu" and "kanten" (agar) gelatin and other translucent or watery ingredients.
It's not just the artisans who are changing with the times. According to Nakayama, people nowadays are breaking away from the traditional image that wagashi is enjoyed best when served with green tea.
"Some customers tell us that they enjoy their 'yokan' (bean paste jelly) with espresso or cognac," Nakayama said.
Toraya Gallery on the second floor of Toraya's main office in Tokyo's Akasaka district occasionally features exhibitions on wagashi.
While nowhere celebrated like the cherry blossoms, the hydrangea, with its petals in hues of blue, purple, pink and white, adds flair and color to an otherwise monotonous and gloomy season.
So it seems fitting that the flower is a popular theme chosen by creators of Japanese confections, whose intricately designed sweets attempt to capture the sentimentalism surrounding the changing of seasons.
A sampler of the various hydrangea-themed morsels created by artisans at various confectionaries shows the diversity of the ingredients and techniques that are used to create wagashi, or Japanese confections.
One morsel features a ball of bean paste sprinkled with blue- and purple-colored gelatin to recreate an entire grove of hydrangeas. Another more simple creation made of a pinkish, marzipan-like concoction of bean paste, glutinous rice and sugar features a single flower with four squarish petals, while yet another tries to emulate the image of dew lingering on the leaves and petals.
"The shapes, colors and names are essential in creating a sense of the season in wagashi," said Keiko Nakayama, a chief researcher at the Toraya Archives Toraya Bunko, which records the history of Tokyo-based Japanese confectionary Toraya.
According to Nakayama, Toraya, established nearly 480 years ago, has 3,000 titles for confections, some of which are documented in old scriptures.
While adhering to tradition, Japanese confections have also reflected the times.
"With abstract designs, there is the joy of trying to imagine what is being portrayed while listening to the titles. However, many recent confections seem to pursue a realist approach," Nakayama said. "It's a little sad to think that the sense of playfulness has been lost."
While appetites become thinner with the approaching summer heat, the creativity of wagashi artisans appear to reach the apex.
With the arrival of such seasonal motifs as peonies, morning glories, goldfish, fireflies and crystal-clear streams, confectionaries try to evoke a sense of coolness to match the summer weather with "kudzu" and "kanten" (agar) gelatin and other translucent or watery ingredients.
It's not just the artisans who are changing with the times. According to Nakayama, people nowadays are breaking away from the traditional image that wagashi is enjoyed best when served with green tea.
"Some customers tell us that they enjoy their 'yokan' (bean paste jelly) with espresso or cognac," Nakayama said.
Toraya Gallery on the second floor of Toraya's main office in Tokyo's Akasaka district occasionally features exhibitions on wagashi.
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