英语的课外阅读文章
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课外阅读1
When Katia Beauchamp and Hayley Barna met as twentysomethings on their first day atHarvard Business School they had no plans to create a global beauty business. They had morepressing concerns as they had almost immediately to co-ordinate a spring holiday to Mexico for 50 of their classmates.
当凯蒂娅·比彻姆(Katia Beauchamp)和海利·巴尔纳(Hayley Barna)在进入哈佛商学院(Harvard BusinessSchool)的第一天碰面时，她们还只是二十几岁的年轻人，从没想过要创办一家国际化妆品公司。当时她们手头有更急迫的任务——两人几乎必须马上为50位同学协调安排一次赴墨西哥的春游。
Organising the holiday served a purpose. It helped the women to realise they worked welltogether as a team, “but we didn’t necessarily want to start a business together”, says MsBarna, now 29, a management consultant before going to HBS.
筹备这次假期旅行产生了一个成果。这两位年轻女性意识到俩人作为一个团队工作起来非常合拍。巴尔纳表示：“但我们并没有因此想要共同创立一个公司。”巴尔纳现年29岁，在进入哈佛商学院之前是一位管理咨询师。
That all changed less than a year later, when Ms Beauchamp and Ms Barna became the co-founders of Birchbox. Each month the New York-based company sends a box filled with beautysamples to subscribers in the US, the UK, Spain and France.
但不到一年之后就发生了巨大的变化，比彻姆和巴尔纳成为了Birchbox公司的联合创始人。这家总部位于纽约的公司每个月都会向美国、英国、西班牙和法国的订购客户们寄送一个装满化妆品小样的盒子。
From a tiny venture in 2010, Birchbox has now grown to 300,000 worldwide subscribers whoreceive a box for ·13, 13 or $10 depending on location. One box includes four to fivecosmetics samples such as mascara or hand lotion, some in larger sizes.
2010年时还只是一家小型企业的Birchbox现已在全球范围内拥有30万名订购客户。这些订购客户根据所在地区的不同分别交纳13英镑、13欧元或者10美元的费用，即可收到一盒产品。盒中装有四至五样化妆品小样，例如睫毛膏或护手霜等，部分产品则可能为较大容量包装。
On the Birchbox website users can see how to incorporate the beauty products into a dailyroutine, as well as buy regular sizes of the samples. To date the company has secured $11.9min venture-capital investment.
在Birchbox的网站上，用户们可以学到如何把美妆产品融合到自己的日常生活中，以及购买与小样对应的正规包装产品。到目前为止该公司已经获得了1190万美元的风险投资。
Rather than starting a business in parallel to their studies, Ms Beauchamp and Ms Barnaintegrated their beauty business idea into their courses in their last semester.
比彻姆和巴尔纳没有选择成立一个与自己研究方向一致的公司，而是将自己经营化妆品业务的想法融入到了最后一学期的课程学习中。
“We would negotiate with the professors where the final project would always be aboutBirchbox,” says Ms Beauchamp, 30, who worked in commercial real-estate investmentbanking before going to HBS.
比彻姆表示：“我们会与教授们协商，使课程的终期项目总是与Birchbox有关。”比彻姆今年30岁，在进入哈佛商学院以前曾从事与商业地产有关的投资银行业务。
One class really stood out. Harvard professor Clay Christensen’s course on disruptiveinnovation encouraged the two founders to think of a big idea that is an industry game-changer. “One of our first insights was that the beauty industry – in terms of marketing andretail – had not experienced significant innovation for many years,” says Ms Beauchamp.
有一门课程给比彻姆和巴尔纳留下了深刻印象。在哈佛大学教授克雷·克里斯坦森(Clay Christensen)有关“颠覆性创新”(disruptive innovation)的课程启发下，两位创始人产生了一个可能改变行业规则的宏大构想。比彻姆表示：“我们最初的一大感悟是，美妆行业已经连续多年未曾经历过重大创新了——无论是在市场营销手段还是零售模式方面。”
“That concept ties directly [to] what we learnt about examples of successful disruption inestablished industries.”
“这个想法与我们所学的成熟行业中获得成功的破坏性创新案例有直接关联。”
The two women were placed second in an HBS business-plan competition, which helped thembuild more confidence in the concept.
比彻姆和巴尔纳在哈佛商学院的商业计划大赛中取得了第二名，这增强了她们对自身构想的信心。
The VCs offered the co-founders money but they turned it down because the company was stillin its infancy, says Ms Barna. Instead, they favoured launching a lean start-up with minimummeans. Going through the process “helped crystallise our approach”, Ms Beauchamp adds.
风险投资基金向这两位创始人表达了注资意向，但遭到了拒绝。巴尔纳解释称，这是由于Birchbox仍然处于初创阶段。与之相反，她们更倾向于依靠尽可能少的资源发展一家小型创业企业。比彻姆补充称，经历整个创业过程“有助于使我们形成一整套的方法”。
They used their student status as a way to get their foot in the door at some of the largestbeauty brands. “We were able to credibly present [the concept] as a test that we wereexploring while in business school to potential partners,” Ms Beauchamp says.
凭借自己的学生身份，她们获得了向某些大型化妆品品牌展示自身构想的机会。比彻姆表示：“我们得以向潜在投资者有说服力地阐述我们的商业概念，以此检验我们在商学院就读期间所做探索的结果。”
The winter break of their second year turned into back-to-back appointments as the partnerspresented their idea to beauty companies in New York.
两人利用商学院第二学年寒假的时间进行了一连串会面，把自己的构想展示给纽约的一些化妆品公司。
“We had three very intense days in walking to boardrooms with prototypes,” Ms Beauchampsays. Cosmetics companies including Keihl’s, Nars and Benefit signed, giving Birchboxcredibility with other large beauty companies. Having a tangible box to show companies wasimportant.
比彻姆表示：“我们度过了非常紧张的三天，带着构思赶赴一个又一个会议室。”与她们签约的化妆品公司包括科颜氏(Keihl's)、纳斯(Nars)以及贝玲妃(Benefit)等等。这使她们在与其他大型化妆品公司洽谈时更具说服力。拥有一盒看得见摸得着的样品以供展示非常重要。
“We had to come in there with something more than just an idea.”
“我们必须展示出比单纯的一个想法更加实际的东西。”
Without waiting until there was a more concrete plan in place, they used the flexibility oftheir last business school semester to dive in and start the company in its test phase. Impromptu strategy sessions took place before class. “We would wake up every morning, emailing each other about how to make it work,” Ms Beauchamp says.
她们没有等到形成一个更加具体的方案，而是利用了商学院最后一学期空闲较多的条件一头扎进了项目，成立了公司并进入试运营阶段。她们每天在上课之前就公司的经营策略展开即兴讨论。比彻姆表示：“我们每天早晨醒来以后，都会发邮件和对方讨论如何推动公司运转。”
Taking two years away from the workforce was key in helping the business grow quickly, say theclassmates.
两人表示，为期两年的脱产学习对于帮助Birchbox快速成长至关重要。
“Being on campus was a huge benefit [allowing us] to have the time to start something,” MsBeauchamp adds.
比彻姆补充称：“身处校园的这段时间使我们受益良多，我们得以有时间去开创一番自己的事业。”
“By the time we were [graduating], we were not just an idea on paper.”
“到我们毕业的时候，我们所拥有的不再仅是停留在纸面上的一个构想了。”
Three years later they have 140 employees and Birchbox is growing quickly. However MsBeauchamp is keen to retain the company’s start-up culture as a means of spurring moreinnovation. One of the biggest challenges Birchbox is facing is “growing up and showing ourteam that we are progressing,” she says.
创业三年后，Birchbox现已拥有员工140人，并且公司本身正在快速成长。但比彻姆仍然喜欢保留公司的创业文化，把这作为激发更多创新的一种方式。她表示，Birchbox目前所面临的最大挑战之一是“不断壮大并使团队看到自身的进步”。
Since Birchbox’s launch at least half a dozen imitators have come on to the market but itsmonthly box remains one of the most affordable.
自从Birchbox创立以来，市场中至少已经出现了6家模仿者，但Birchbox每月提供的礼盒相对而言仍是最价廉物美的。
Global growth is one strategy helping the company stay ahead. Last September Birchboxacquired JolieBox, a Paris-based competitor, allowing the partners to move into the Europeanmarket. Expanding worldwide “is a huge focus right now,” says Ms Beauchamp.
拓展全球市场是帮助该公司保持市场领先地位的策略之一。去年9月，Birchbox收购了一家总部位于巴黎的竞争对手JolieBox，这使比彻姆和巴尔纳得以进军欧洲市场。比彻姆表示，全球化扩张是该公司“目前的关注重点”。
“Many of our beauty brands are global, so it’s the same thing for the customers.”
“我们代理了很多国际性美妆品牌，因此我们的客户群体也应该是国际性的。”
They are also expanding the samples. Last year Birchbox started offering Birchbox Man, a $20 box filled with men’s grooming samples and lifestyle products.
比彻姆和巴尔纳目前还在扩充产品种类。去年Birchbox开始提供一款名为“Birchbox Man”的礼盒，这款定价为20美元的礼盒内含适合男士使用的洗漱用品小样以及时尚产品。
In December the company also tested a limited edition “home box” for $58 containing productssuch as sea salt, a spatula set and cocktail napkins for the holidays. When it comes toparticipating brands not all make the cut and products are tested in-house before being boxedand posted, the founders say.
去年12月，该公司还尝试推出了一款名为“home box”的限量礼盒，这款定价58美元的礼盒内含海盐、抹刀组合以及假日使用的餐巾纸等产品。两位创始人表示，不是所有合作品牌的产品都能达到Birchbox的标准，产品在被装盒付运以前都先通过了公司的内部检测。
So far Birchbox has been an attractive proposition for brands eager to stretch theirmarketing budgets. Allowing consumers to test samples is a more hands-on approach toacquiring new customers. As a marketing strategy, the company allows brands to offer sampleproducts “rather than paying for expensive print and advertising campaigns”, says MsBeauchamp.
到目前为止，对于急于提高自身市场营销预算效果的品牌而言，与Birchbox合作一直是一个颇有吸引力的选择。允许消费者试用样品是一种更具实效的吸引新顾客的手段。比彻姆指出，Birchbox使品牌能把提供小样作为营销手段，“而不是仅仅支付昂贵的印刷以及广告宣传费用”。
“It’s a way [brands] can get close to consumers.”
“通过这种方式，品牌能够贴近客户。”
课外阅读2
Harvard University is expanding its reach in Asia through its online program and by reachingout to students with lesser means, university President Drew Faust said.
哈佛大学(Harvard University)校长福斯特(Drew Faust)说，哈佛大学正打造在线项目，并主动接触家境困难的学生，以扩大在亚洲的影响力。
EdX, the nonprofit joint venture started last year by Harvard and the Massachusetts Instituteof Technology, offers university-level classes free online and already has attracted more than 700,000 people. Most of those enrolled are from outside the U.S., and 44,000 are from EastAsia, which includes China, Hong Kong, South Korea and Japan, Dr. Faust said in an interview.
EdX是哈佛大学和麻省理工学院(Massachusetts Institute of Technology)去年合作推出的非营利项目，在线免费提供大学课程，已经吸引了超过70万人。福斯特在接受采访时说，大部分注册学生来自美国以外的国家，其中44,000人来自东亚，包括中国大陆、香港、韩国和日本。
The history scholar said edX is well-received in the region, citing a biostatistics andepidemiology course that had 8,000 students from India.
这名历史学学者说，edX在该地区非常受欢迎。她举例说，一门生物统计和流行病学的课程吸引了8,000名印度学生。
'People see almost the miraculous impact [online education] can have and the ways in whichthe kinds of knowledge that people are so hungry for can be made available,' she said.
福斯特说，人们看到了在线课程能够产生的几乎奇迹般的影响力，以及我们可以通过怎样的方式向人们提供他们渴望获得的知识。
Dr. Faust called edX a startup 'in every sense of the word,' adding that the site is searching forits business model, which could involve licensing course content and charging for certainofferings, such as executive business courses. She said the project will remain a nonprofitendeavor, 'but we do understand ourselves that it has to be sustainable, ultimately.'
福斯特说，edX是一项名副其实的初创项目，她补充说，该网站正在寻找商业模式，包括对课程内容的许可，以及对特定的课程进行收费，比如行政商务课程。她说：该项目将仍然是非营利项目，但是我们明白，这个项目归根结底必须是可持续的。
Dr. Faust said edX has been producing online courses at a slower pace than competitors─suchas the for-profit Coursera, which produces classes from 62 institutions including DukeUniversity, the University of Pennsylvania and the National University of Singapore─so it canfocus on engagement and quality. She said she hoped the university could learn from theonline experiment and implement parts of it on campus.
福斯特说，edX推出在线课程的速度一直慢于Coursera等竞争者，这是为了保证该项目专注于互动和课程质量。Cousera是一个以赢利为目的的项目，提供来自62所大学的课程，包括杜克大学(Duke University)、宾夕法尼亚大学(University of Pennsylvania)和新加坡国立大学(National University of Singapore)。福斯特说，她希望哈佛大学能够从这个在线项目中学习到经验，在哈佛校园内部分加以运用。
Some users have had difficulty accessing course material that draws on YouTube─which isbanned in China. Dr. Faust said edX is working to address the issue.
一些用户难以获得来自Youtube上的课程资源。Youtube在中国被禁止访问。福斯特说，edX正在努力解决这一问题。
Dr. Faust, who will also visit South Korea, said China is the 'largest supplier' of internationalstudents enrolled at the university's campus, in Cambridge, Mass., and is becoming a newsource of alumni donors.
福斯特说，在位于马萨诸塞州剑桥城的哈佛大学校园内，来自中国的学生是所有国际学生中人数最多的，中国正在成为校友捐助的新来源。福斯特还将访问韩国。
The school is one of the few American colleges that is a household name in China, and manyChinese parents dream of enrolling their children there. Harvard has been linked to thecountry's political elite, with the children of several top leaders attending the university. Thedaughter of Chinese President Xi Jinping is enrolled in Harvard, and the son of disgracedChongqing Communist party chief Bo Xilai was enrolled at Harvard's Kennedy School ofGovernment.
哈佛大学是在中国家喻户晓的美国学府之一，把子女送到该学校读书是许多中国家长梦寐以求的事。哈佛大学已经与中国的政治精英联系在一起，数位高层领导人的子女都在该校就读。中国国家主席习近平的女儿就在哈佛大学求学，已下台的原重庆市委书记薄熙来的儿子也曾就读于哈佛大学的肯尼迪政府学院(Kennedy Schoolof Government)。
Dr. Faust said political connections don't boost an applicant's chances of getting accepted. 'There are numbers of children of world leaders who get turned down,' she said. Harvard hasinfluenced China's current leaders as well. Li Yuanchao, a member of the powerful Politburo, studied at the Kennedy School in 2002.
福斯特说，政治关系不会增加申请者被录取的机会。她说，许多世界各国领导人的子女都被拒绝。哈佛大学还曾对中国现在的领导人产生过影响。中共中央政治局委员李源潮2002年曾经在肯尼迪政府学院学习。中共中央政治局是一个拥有很大权力的机构。
Getting into Harvard is increasingly challenging─only 6% of applicants are accepted.
进入哈佛大学正变得越来越难──每年仅有6%的申请者被录取。
'We've been aggressive in recruiting students from lower-income families and indicating thatwe want them,' she said. An undergraduate without financial aid paid $52,652 for tuition, room, board and fees during the 2012 academic year.
她说：我们一直积极地录取来自低收入家庭的学生，并积极地表明我们想要这样的学生。2012学年，没有经济资助的本科生需要缴纳52,652美元的学杂费和住宿餐饮费。
Dr. Faust said the school gave out $15 million in financial aid to Chinese students, $9 million ofwhich went to students in Ph.D. programs.
福斯特说，哈佛大学向中国学生发放了1,500万美元的经济资助，其中900万美元发给了博士研究生。
