外文翻譯----奧運(yùn)會(huì)：里約能像北京那樣獲益良多嗎？-全文預(yù)覽
【正文】 for the 2020 Summer Olympics held in London. “Post Olympics, I did not hear any sponsors regretting the sponsorship,” he says. For Sam Taylor, president of Reputation Dynamics, a New Yorkbased corporate social responsibility (CSR) consultancy, part of the difficulty for sponsors was the result of an ad hoc approach to CSR. “At the last Olympics, some panies had fragmented approaches toward developing social responsibility programs and aligning them around causes,” she says. One of her key lessons: Clear, consistent munications about the aim of their CSR programs at such events is critical. “While the Darfur situation clouded the Olympics, sponsors should not have been pressured by the activists and [should have] continued to municate and vouch for their mitments to the CSR agenda,” she says. Domestic and regional sponsors may have received a greater return on their investment. “For panies in emerging markets, Olympics sponsorship has bee a badge of honor and ?graduation party? much the way it has long served for national governments, says Terry of Cotton Tree Productions. At least one of my clients, Chaoda, which supplied vegetables to the Olympic village and other venues, has made its ?Olympic mission? central to its marketing before and after. I suspect others are doing the same.” The Games People Play For host cities generally, sponsorship seems to be a mixed blessing. A number of studies by academics and consultants suggest that Olympicsrelated economic growth is often a case of wishful thinking, and that positivelyspun scenarios often don39。s capital city and all the stakeholders involved benefitted greatly from the games. Yet the feelgood factors are hard to ignore. For one thing, the Olympics seem to have been useful for China from a marketing perspective, in terms of rallying people within the country and raising global awareness about “Brand China.” Simon Anholt, a governmentreputation adviser who produces the 50country AnholtGfK Roper Nation Brands Index, a global public opinion poll on country reputations, says early results from his latest research suggests that after several years of decline, China?s index ranking has begun to improve following its Olympics experience. Observers also note that the timing of the 2020 event augured well for the organizers, saying the bination of public and private spending for the games may have acted as an early stimulus program before the global economic downturn began making a deeper impact later that year. “The global financial crisis overshadowed the Olympics, but from a Chinese perspective, the crisis was an external threat and the nationalistic orgy of the Olympics gave [Chinese] leadership an extra boost in fending it off,” says Edith Terry, managing director of Cotton Tree Productions, a Hong Kongbased consultancy for East Asian business and public affairs. The government also used the games as a catalyst to clean up many environmentally unfriendly industries all over the country and to increase spending on public infrastructure, including transportation. “The Chinese government very cannily used the Olympics as a way to push environmental change in China,” says Shaun Rein, managing director of the China Market 2 Research Group, a Shanghaibased market research consultancy. Even Greenpeace, the activist environmental nonprofit, gives Beijing high marks for its cleanup efforts, including new standards for vehic
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