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永不妥協的艾科卡
帶領克萊斯勒反敗為勝,一年內創下公司60年利潤的總和!
2004-06-03 /  9113  1
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第1章

美國製

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Chapter 1

Made In America

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1.家庭背景

1. The Family

1902年,艾科卡的父親尼可拉,抵達美國時才十二歲,過著貧窮、孤單又驚恐的生活。後來尼可拉回到義大利,娶了安托伊奈特為妻後,再度重返美國並歸化為美國公民。尼可拉眼中的美國是一片自由大地──只要有企圖心去追求目標,願意為此打拚,就有機會實現任何願望。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
Iacocca's father, Nicola, arrived in America in 1902 at the age of twelve──poor, alone and scared. He returned to Italy to marry Antoinette and returned to America as a new American citizen. Nicola saw America as the land of freedom──the freedom to become anything you wanted to be, if you wanted it bad enough and were willing to work for it. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
李.艾科卡生於1924年10月15日。那時候,他父親已經在艾倫鎮開了一家熱狗餐廳。尼可拉灌輸兒子兩大原則:第一,絕不做資本密集的生意,因為到頭來你會成為銀行業者的囊中物。第二,景氣不好時,一定要做食品生意,因為人總是得吃東西。(艾科卡在1952年,差一點就要開起食品連鎖店,這比麥當勞創辦人雷.克羅克的眼光還早了許多年。不過艾科卡後來決定放棄。) 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
Lee Iacocca was born 15th October 1924. By that time, his father had opened a hot-dog restaurant in Allentown. He drilled two principles into Lee; never get into a capital-intensive business because the bankers will end up owning you. And when times get tough, get into a food business because people will always need to eat. (Lee came very close to actually starting a food franchise in 1952, long before McDonalds was a gleam in Ray Kroc's eye. He decided against it in the end). 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
艾科卡的父親非常熱中汽車業,並因此投資了一家叫作「任你開」的早期汽車租賃公司。很快地,這家公司的汽車就增加到三十輛。艾科卡十五歲時,便立志將來要投身汽車業,並且全力以赴。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
His father was passionately involved in motor vehicles, and invested in a very early car rental business called U-Drive-It. This soon built up to a fleet of 30 cars. By the time Lee was 15 years old, he had decided that his future lay in the automobile business and all his energies were directed towards that goal. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
艾科卡把自己在行銷方面的天分歸功於父親。他的父親擁有幾家電影院,而且不時有別出心裁的促銷活動,其中最令人津津樂道的,就是他選出臉上最髒的十個小孩,當天可以免費入場。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
Lee credits his father with his instinct for marketing. He owned a couple of movie theatres which were widely known for special offers. People still talk about the day he announced that the ten kids with the dirtiest faces would be admitted free. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1920年代,艾科卡的家境富裕。後來發生經濟大恐慌,艾科卡一家雖然倖免於難,但也只剩條命。眼看所有賺來的錢,在一夜之間幾乎化為烏有,艾科卡的父親震驚不已。幸好他的父親根基雄厚,才得以度過大恐慌最黯淡的日子。一路走來,艾科卡的父親嚴守買賣一定付清的堅持,不許家人有任何賒欠,甚至不能辦信用卡;同時堅持子女的任何債務必須有借有還。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
In the 1920's, the Iacocca family did very well. Then came the Depression. The Iacocca's survived, but that was about all. His father got quite a shock when he saw all the money he had made lost almost overnight. He did, however, have a lot of irons in the fire which enabled him to weather the worst of the Depression. He had always kept to a very strict policy of paying for things as he went along, refusing to allow any of the family to charge anything or even possess a credit card. He insisted on his children paying back any money they borrowed from anyone else. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。



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