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專欄 - 蘋果2_0

蘋果在避稅丑聞中毫發(fā)無傷

Philip Elmer-DeWitt 2012年05月15日

蘋果(Apple)公司內(nèi)部流傳著一個(gè)老笑話,,那就是史蒂夫·喬布斯周圍是一片“現(xiàn)實(shí)扭曲力場(chǎng)”:你離他太近的話,,就會(huì)相信他所說的話,。蘋果的數(shù)百萬用戶中已經(jīng)有不少成了該公司的“信徒”,,而很多蘋果投資者也賺得盆滿缽滿,。不過,,Elmer-DeWitt認(rèn)為,,在報(bào)道蘋果公司時(shí)有點(diǎn)懷疑精神不是壞事,。聽他的應(yīng)該沒錯(cuò)。要知道,,他自從1982年就開始報(bào)道蘋果,、觀察史蒂夫·喬布斯經(jīng)營該公司,。
調(diào)研公司YouGov表示,與通用電氣相比,,蘋果的公眾形象簡直是“金剛不壞之身”,。

????不久前,,《紐約時(shí)報(bào)》報(bào)道,雖然通用電氣(General Electric)在2011年整體利潤高達(dá)142億美元,,但并未向聯(lián)邦政府繳納一分錢稅款,。調(diào)研公司YouGov在BrandIndex網(wǎng)站上發(fā)布的企業(yè)聲譽(yù)得分顯示,通用電氣聲譽(yù)隨后遭受重創(chuàng),,在很長一段時(shí)間都處于下滑趨勢(shì),。

????但蘋果(Apple)則不同。

????上周,,同樣的報(bào)道又出現(xiàn)在《紐約時(shí)報(bào)》頭版,,文章詳盡闡述了蘋果不遺余力避稅的種種行為,然而,,蘋果的聲譽(yù)幾乎未受影響,。

????事實(shí)上,YouGov在本周二發(fā)布的報(bào)告中指出,,就受訪者對(duì)“假如你是該品牌員工,,你會(huì)感到自豪還是羞愧?”這一問題的回答情況來看,,在《紐約時(shí)報(bào)》爆料幾天之后,,蘋果的聲譽(yù)反而還有一定程度上升。

????市場(chǎng)調(diào)研公司YouGov得出結(jié)論稱,,蘋果的社會(huì)聲譽(yù)“簡直堪比特氟隆”(特氟?。阂环N制造不粘鍋的主要原料,完全隔絕水,、油等物質(zhì)——譯注)——至少在避稅問題方面是如此,。

????譯者:項(xiàng)航

????When the New York Times reported last year that General Electric (GE) paid zero federal taxes on worldwide profits of $14.2 billion, the company's reputation took a steep and prolonged hit, as measured by YouGov's BrandIndex Reputation score.

????Not so Apple (AAPL).

????When the same paper ran a front-page story last week detailing the lengths to which Apple goes to avoid paying taxes, the company's consumer reputation barely budged.

????In fact, based on responses to the question "Would you be proud or embarrassed to work for this brand?" Apple's reputation score actually went up modestly a few days after the Times story broke, according to a YouGov report issued Tuesday.

????The market research firm concluded that Apple's public reputation is "virtually Teflon" -- at least in terms of tax avoidance.

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