????歐洲領(lǐng)導(dǎo)人們馬不停蹄地出席一個(gè)又一個(gè)緊急會(huì)議，引得全球屏息關(guān)注。但與此同時(shí)，我們不能因?yàn)檫@一出出高潮迭起的政治大戲就忽視一個(gè)基本的事實(shí)，若想解決歐債危機(jī)，南歐國(guó)家的公司必須改變自身的競(jìng)爭(zhēng)方式。這一點(diǎn)在西班牙尤為顯著——精英階層苦惱于貸款利率，街頭抗議者則大聲疾呼，要求封鎖邊境，恢復(fù)易貨貿(mào)易。

????幾乎沒(méi)人討論如何提高實(shí)體經(jīng)濟(jì)的生產(chǎn)率。根據(jù)我們與IESE商學(xué)院（IESE Business School）同事布魯諾?卡斯曼的研究，1990-2010年間西班牙勞工生產(chǎn)率（即工人的實(shí)際人均產(chǎn)值）只提高了15%，明顯低于中北歐的25%。同期，西班牙單位勞工成本上漲了120%，而中北歐僅增長(zhǎng)60%。這意味著西班牙單位產(chǎn)品勞工成本的增長(zhǎng)比中北歐快了3倍——中北歐包括法國(guó)、德國(guó)這兩個(gè)西班牙的主要貿(mào)易伙伴。意大利和希臘的生產(chǎn)率增長(zhǎng)同樣滯后。

????成本劣勢(shì)如此明顯，西班牙如何競(jìng)爭(zhēng)？首先，要摒棄“封鎖邊境有助競(jìng)爭(zhēng)”的想法。過(guò)去20年，那些產(chǎn)品和服務(wù)可以國(guó)際化交易的公司生產(chǎn)率的提升是純內(nèi)向型企業(yè)的5倍。貿(mào)易繁榮需要西班牙公司進(jìn)行升級(jí)。以葡萄酒行業(yè)為例，西班牙是世界第二大葡萄酒出口國(guó)，但出口重“量”不重“質(zhì)”。2010年，西班牙葡萄酒出口平均售價(jià)僅為每升1.36美元，甚至低于10年前的每升1.74美元。提升檔次，然后售價(jià)向一流葡萄酒企業(yè)看齊，這條路似乎是提高生產(chǎn)率最可行的方式。

????創(chuàng)新的西班牙企業(yè)提高生產(chǎn)率的速度也比不創(chuàng)新的企業(yè)更快。飛速發(fā)展的小型葡萄酒企業(yè)Matarromera就是一個(gè)典型的例子。這家公司號(hào)稱30%的收入都用于創(chuàng)新，成功案例包括為穆斯林國(guó)家開(kāi)發(fā)的一款無(wú)醇葡萄酒。

????另一個(gè)機(jī)會(huì)來(lái)自于信息科技產(chǎn)業(yè)。相比美國(guó)，西班牙在信息科技領(lǐng)域的投資比例極低，也沒(méi)有對(duì)提高生產(chǎn)率方面有所貢獻(xiàn)。如今資金匱乏，但隨著云計(jì)算等技術(shù)的推進(jìn)，期初資金投入已經(jīng)不再高得嚇人。

????最后，西班牙需要培育大中型企業(yè)。按照中北歐的標(biāo)準(zhǔn)，西班牙就業(yè)不成比例地集中于小微企業(yè)。如果西班牙擁有與德國(guó)相同數(shù)量的大中型公司，我們的計(jì)算顯示，很多產(chǎn)業(yè)的生產(chǎn)率將提高10-20%。

????推而廣之，只有企業(yè)變得更加國(guó)際化、提高創(chuàng)新能力、擁有更高科技和更大規(guī)模，才能重構(gòu)南歐經(jīng)濟(jì)。這是西班牙、意大利、希臘和其他國(guó)家擺脫當(dāng)前險(xiǎn)境的唯一途徑。

????--Pankaj Ghemawat是《世界 3.0 版》（World 3.0）一書(shū)的作者，他和Stijn Vanormelingen兩人在IESE商學(xué)院從事生產(chǎn)率研究。

????譯者：早稻米

????As Europe's leaders attend one emergency meeting after another, the political high drama shouldn't make us lose sight of the fact that if the debt crisis is to be solved, Southern European companies need to change how they compete. Nowhere is that more evident than in Spain, whose elites fret over interest rates while protesters in the streets call for closing the borders and a return to barter.

????Almost no one there is talking about how to make the real economy more productive. According to our research with IESE Business School colleague Bruno Cassiman, Spanish labor productivity (real output per worker) went up by only 15% between 1990 and 2010, vs. 25% in Northern Europe. Meanwhile Spanish costs per worker went up by 120%, vs. 60% in Northern Europe. That means labor costs per unit produced in Spain rose three times faster than in Northern Europe -- the region that includes its two largest trading partners, France and Germany. Italy and Greece have fallen behind the productivity curve as well.

????How can Spain compete with this cost disadvantage? First, forget the idea that closing the borders would help. Over the past two decades Spanish companies in sectors where products and services can be traded internationally raised their productivity five times more than their counterparts in purely domestic sectors. Raising prosperity through trade will require Spanish firms to upgrade. Consider the wine sector. Spain is the world's second-largest wine exporter but has focused on volume rather than value. In 2010, Spanish wines were exported, on average, for only $1.36 per liter, compared with $1.74 per liter 10 years ago. Moving upscale and thus being able to charge what other leading producers do seems the most plausible way to boost productivity.

????Spanish firms that innovate also increased productivity faster than firms that didn't. Matarromera, a small but fast-growing winemaker that claims to spend 30% of its revenue on innovation, is one example. Its successes include a nonalcoholic wine for Muslim countries.

????Another opportunity is provided by information technology. Compared with the U.S., Spanish rates of investment in IT have been abysmally low and haven't paid off in productivity improvements. Funds are scarce these days, but with developments such as cloud computing, the initial cash outlays required are no longer quite so daunting.

????Finally, Spain needs to create bigger companies. Spanish employment is, by Northern European standards, disproportionately concentrated among very small firms. If Spain had the same number of big and medium-size companies as Germany, that would, we calculate, increase productivity in a number of sectors by 10% to 20%.

????The broader point, once again, is that the restructuring of the Southern European economies will not happen until firms become more international, more innovative, more high tech, and bigger. It's the only way Spain, Italy, Greece, and others will walk away from the edge of the current precipice.

????--Pankaj Ghemawat, author of World 3.0, and Stijn Vanormelingen do productivity research at IESE.