The tablet and smartphone apps for Google, Amazon, Facebook and the Apple Store  LIONEL BONAVENTURE/AFP/Getty Images

大型科技企业的危机处理手册

牛津——预测是错误的:全球经济并没有在2008年金融危机后陷入崩溃。在纳税人出资的救助行动支持下,银行的业务日渐恢复,而多数机构的业务也逐步稳定下来。但如果说那个时代有一个延续至今的恶果,那就是彻底断送了民众对金融行业的信任。危机爆发十年后,普通市民仍然对华尔街缺乏最基本的信心。

今天类似的信任危机也困扰着科技行业。随着脸书和剑桥分析为企业利用乃至滥用个人数据寻找貌似合理的借口,民众对科技企业的信任正日趋接近崩溃。大型科技企业仍然可以挽救自己的声誉,但其中最强大的公司必须从根本上改变运营方式。要想做到这一点,他们必须避免犯下十年前曾令金融行业几乎陷入困境的错误。

金融行业的五大关键教训应当指导今天科技行业的决策。首先,消费者的无知可能代价昂贵。房地产泡沫破裂之前不久,许多投资者意识到他们对所购买的产品缺乏最基本的认识;甚至有人都不知道购买过任何产品。金融新闻助长了这种无知的环境,因为他们只报导潜在的收益,而忽视风险的存在。

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