When he began his research, he found firms resisting the notion that the American market would follow EU standards for items like cosmetics, insisting that their American products were already safe.

当他开始自己的调研时，他发现一些企业反对一个观念，即美国市场就化妆品之类的产品将遵循欧盟的行业标准，这些企业坚持说美国的产品已经很安全了。

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But still, most firms found it hard to spot a value activity when it hit their factory floor.

但是，大部分公司仍然觉得当工厂发生价值活动发生时，发现这些价值价值活动是很难的。

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Equally candidly, many bosses admit that the crisis is giving them a chance to restructure their firms in ways that they should have done before, but found a hard sell when things were going well.

这是个痛苦的抉择，同样坦率地说，许多老板承认，这场危机使他们有机会对其企业进行以前应该做的调整，从前事情进展顺利的时候,调整曾很难被接受。

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After a banner year in 2009, when Chinese firms found themselves positioned well compared to their cash-strapped counterparts overseas during the recession, the prospects for 2010 are rosy.

FORBES: Where China Goes, Banks Will Follow

Conflicts also can be found when firms pursue different lines of business through affiliated companies.

FORBES: Compelling Pension Consultant Disclosure (June 1, 2002 )

But still, most firms found it hard to spot a value activity when it hit their factory floor.

ECONOMIST: Idea