Second, ecocertified wood will be more expensive than uncertified wood because in order to earn ecocertification, a wood company must pay to have its business examined by a certification agency. This additional cost gets passed on to consumers American consumers tend to be strongly motivated by price, and therefore they are likely to choose cheaper uncertified wood products. Accordingly, American wood companies will prefer to keep their prices low rather than obtain ecocertification.
第二,环保认证后的木材会比普通木材价格昂过,因为木材公司必须向认证机构支付审核费用才能得到相关的认证。这份额外的支出将会转嫁给消费者,而美国的消费者对于价格非常敏感。因而,他们将倾向于选择便宜的没有认证的产品。因而,美国的木材公司还是会选择低价格而非环保认证。
Third, although some people claim that it always makes good business sense for American companies to keep up with the developments in the rest of the world, this argument is not convincing. Pursuing certification would make sense for American wood companies only if they marketed most of their products abroad. But that is not the case American wood businesses sell most of their products in the United States, catering to a very large customer base that is satisfied with the merchandise.
第三,尽管有人声称这样可以使美国的公司保持敏锐的商业触觉,跟上世界发展的脚步。但是,这样的说法是站不住脚的。只有当美国的木材公司主要市场是针对海外的时候,追求环保认证才变得有意义。但事实却并非如此。美国木材公司的产品主要在美国销售,而满足了主要消费者的需求就可以保证商业运行顺畅。
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