蘋(píng)果在避稅丑聞中毫發(fā)無(wú)傷
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????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(rùn)高達(dá)142億美元，但并未向聯(lián)邦政府繳納一分錢(qián)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(zhǎng)一段時(shí)間都處于下滑趨勢(shì)。 ????但蘋(píng)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(píng)果不遺余力避稅的種種行為，然而，蘋(píng)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(wèn)題的回答情況來(lái)看，在《紐約時(shí)報(bào)》爆料幾天之后，蘋(píng)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(píng)果的社會(huì)聲譽(yù)“簡(jiǎn)直堪比特氟隆”（特氟隆：一種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(wèn)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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