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第一个,也是最容易犯的过失是崇拜高利润和“溢价标价”(premiumpricing),最明显的例子是,70年代全录公司犯的一个致命过失,这个过失使得公司几乎倒闭。全录公司发明的影印机,它呈现了工业史上从未有过的快速成功。不久,公司就开始在机器上增加一项又一项的性能,且每增加一个性能都希望产生最大的利润,同时提高影印机的价格。于是,全录公司利润飞速上升,公司的股票价格也很快上涨。
The first, and most easily mistaken, is to admire high profits and premiumpricing. The most obvious example is a fatal mistake made by the entire company in the 1970s, which caused the company to close down. The entire company recorded a photocopier invented by the company, which demonstrated the unprecedented success in the history of industry. Soon, the company began to add one item after another to the machine, and for each additional performance, it wanted to generate the maximum profit while increasing the price of the photocopier. As a result, the profits of all recorded companies rose rapidly, and the stock prices of the company also rose rapidly.