????許多長期占據《財富》（Fortune）年度“全球最受贊賞公司排行榜”的公司【如IBM、迪士尼（Disney）和蘋果（Apple）】都在大肆宣傳，擁抱變化是公司的重要戰略，是它們雄踞《財富》榜單的制勝武器。

????本月，《財富》舉辦了“最具影響力女性峰會”。許多全球頂尖企業的高管們匯聚一堂，分享對于增強公司競爭力的真知灼見。幾乎所有來自全球最受贊賞公司的高管都不約而同地談到了技術和商業模式的創新。IBM（位列“全球最受贊賞公司排行榜”第6位）首席執行官羅睿蘭在會上表示：“大家說起IBM時，我并不認為這是一家制造某個產品的公司。這就是IBM能夠屹立120年之久而不倒的原因。如果把自己局限在某個產品上，就一定會落后于時代，錯過技術革新。而且還可能會錯過像商業模式這種顛覆性的東西。”

????羅睿蘭的發言得到了安妮?斯威尼的相應，斯威尼是迪士尼媒體網絡公司（Disney Media Networks）聯合主席兼迪士尼/美國廣播電視集團（Disney/ABC Television Group）董事長。（它的母公司迪士尼集團今年位列最受贊賞公司排行榜第9位。）斯威尼和大家就企業增長和創新展開討論，他談到迪士尼正積極擁抱社交媒體，把它作為商業宣傳和收集用戶對軟件程序反饋的有力工具，即便“擁抱社交”會讓公司喪失一些控制權也在所不惜。當用戶有不滿需要發泄時，迪士尼可以與其溝通，避而不談或是簡單粗暴地拒絕絕對不行。“（大家）都想和你溝通交流。如果想維持客戶關系，裝聾作啞可能嗎？”

????這些都是《財富》為第32期“全球最受贊賞公司排行榜”收集數據時收到的評論。《財富》雜志正與合益集團（Hay Group）合作，向全球27個國家，59個行業，約700家公司的15,000余名高管、董事會成員、分析師征求意見。為了制作2014年度“全球最受尊敬公司排行榜”，合益集團要求每位受訪者選出10家自己最欣賞的公司，而候選公司則包括上一年度榜單中排名前25%的公司。

????當然，討論創新并不是那些躋身“全球最受贊賞公司”榜單前列的企業才享有的專利，它甚至也不僅限于那些在所在行業組中得分較高的企業。比如雅虎（Yahoo）首席執行官梅麗莎?梅耶爾就在《財富》會議上談了她執掌雅虎一年來在技術和企業文化方面進行的無數變革——包括收購輕博客Tumblr以及確保公司員工人手一部智能手機等，以使雅虎轉型成為一家更關注移動業務的公司。梅耶爾還改造了雅虎一些“非核心”的方面，比如面向分析師的季度收益電話會議，在雅虎變成了視頻會議的形式。梅耶爾解釋稱：“我們希望嘗試這種做法。它是一個新事物。但我認為，總體而言，分析師們提出的問題更好、更具現實意義、也更切題。”我們不久就會發現有分析師同意這種看法，而這些也將幫助雅虎重返“全球最受贊賞的公司”榜單。（雅虎最近一次在行業分榜單中獲得一席之地是在2010年。）（財富中文網）

????譯者：項航???

????Many of the perennials on Fortune's annual World's Most Admired list (companies such as IBM, Disney, and Apple) are trumpeting their willingness to embrace change as part of their strategies for staying ahead -- and maintaining their "admired" status.

????At Fortune's recent Most Powerful Women Summit last week, executives from some of the country's top companies offered their perspectives on their businesses' competitive advantages. Almost all the leaders from World's Most Admired Companies (WMAC) spoke about technological and business-model innovation. "When I think of IBM, I don't define it by a product," said IBM (IBM) CEO Ginni Rometty. (IBM is No. 6 on the 2013 WMAC list), said at the conference. "And I think that's one of the reasons that it's 102 years old. If you think of yourself as a product, you'll miss the trends, you'll miss the shifts. And you'll miss dangerous ones, like business models."

????Rometty's view was echoed by Anne Sweeney, co-chair of Disney Media Networks and president of Disney/ABC Television Group. (Parent company Disney (DIS) ranks No. 9 this year.) During a discussion about growth and innovation, Sweeney spoke about Disney's embrace of social media as a tool for promoting and soliciting feedback about its programming, even though "going social" means the corporation has to relinquish control; Disney can start a conversation, but it can't retreat or shut it down if consumers verbalize unhappiness. "[Communities] want to interact with you," Sweeney said. "You can't hold everything back if you expect to have a relationship."

????These comments come as data collection for Fortune's 32nd WMAC ranking is underway.Fortune, in conjunction with The Hay Group, is in the process of surveying some 15,000 executives, directors, and analysts to solicit their views on about 700 companies in 59 industry groups from 27 different countries. To arrive at our 2014 overall Most Admired Companies ranking, the Hay Group is asking survey respondents to select the 10 companies they admired most, from a list made up of the companies that ranked in the top 25% in the prior year's survey.

????Of course, talk of innovation isn't limited to companies that rank high on the overall WMAC list -- or even those who score well in their industry groups. Yahoo (YHOO) CEO Marissa Mayer spoke at the Fortune conference about myriad technological and cultural changes she'd made during her year at the Internet company -- ranging from acquisitions such as Tumblr to making smartphones available to all employees -- as part of her effort to remake Yahoo into a more mobile-centric company. She's also revamping some "non-core" aspects of the business, such as the quarterly analysts earnings call, which Yahoo does as a video call. "We wanted to try this," Mayer explained. "It was something new. But I overall think that the analyst questions were better and more topical on point." We'll soon find out of analysts agree and help Yahoo return to the WMAC list. (It last earned a spot in the industry rankings in 2010.)??