????在古羅馬或現(xiàn)今,，即便食品造假并不涉及食品安全,，它也會(huì)為企業(yè)帶來了重大問題，因?yàn)檫@是一種欺騙行為,。格拉博斯基說：“對于很多人來說,，標(biāo)簽與安全性同樣重要，因?yàn)闃?biāo)簽等同于安全,。在這種情況下,，嚴(yán)格意義上來說它們是不對等的。但是如果你對錯(cuò)誤標(biāo)識(shí)聽之任之,，那么你似乎并沒有嚴(yán)肅對待這個(gè)問題,。”

????顧客會(huì)很氣憤,，并不只是因?yàn)樗麄儗Τ粤四撤N肉而感到不快,。在供應(yīng)鏈的某一個(gè)環(huán)節(jié)上，某一供應(yīng)商宰殺了一匹馬,，但卻把它說成是牛肉,，這是一個(gè)讓人無法接受的先例。

????不幸的是,，食品造假的回報(bào)很高,，這一點(diǎn)必須予以遏制。宜家是一家在世界各國銷售家具和食品的大型跨國公司,。在此次特殊事件中,，相比較而言，宜家可能不會(huì)蒙受什么損失,。但是在今后,，宜家和其他公司,，無論在何地經(jīng)營，都可以在運(yùn)營過程中通過執(zhí)行他們必須遵守的,、當(dāng)?shù)刈顬閲?yán)格的標(biāo)準(zhǔn)來規(guī)避同樣的問題,。

????的確，這類問題已不再是某一個(gè)區(qū)域的問題,。如果宜家在捷克共和國銷售馬肉丸子,，那么匹茲堡的店面就會(huì)有質(zhì)疑聲。而且當(dāng)企業(yè)確實(shí)遭遇危機(jī)的時(shí)候,，企業(yè)必須盡快坦率地成人問題,，同時(shí)迅速解決問題。沒有人會(huì)把大公司當(dāng)做他們自身供應(yīng)鏈上的受害者,，從而對它們心生同情,。（財(cái)富中文網(wǎng)）

????譯者：翔

????In ancient Rome or now, food fraud creates a major problem for companies, even when safety is not threatened, because it is a form of cheating. "To many people, labeling is just as important in safety, because labeling equates to safety," Grabowski says. "In this case, technically it doesn't. But if you allow mislabeling, it looks like you don't take it seriously."

????Customers are angry, and that's important beyond their feelings about eating certain meats. At some point in the supply chain, somebody butchered a horse and said it was a cow, and that's an unacceptable precedent.

????Unfortunately, the incentives to commit food fraud are high, and they must be lowered. IKEA is a major multi-national company that sells furniture and food all over the world. It will probably come through this particular instance relatively unscathed. But going forward, IKEA and others can sidestep similar problems by operating, wherever they exist, by the most stringent standards they have to follow in any country.

????Indeed, problems like this aren't local anymore. If IKEA is selling horsemeat-balls in the Czech Republic, it has a problem in Pittsburgh. And when companies do have crises, they must own up fast and solve them soon. No one will sympathize with big corporations as victims of their own supply chains.