The Real Origin of the Franchise - Sir Harold Evans

217,779 views ・ 2012-03-26

TED-Ed


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(Music)
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翻译人员: Sharon Yip Shin May 校对人员: Tianshu Wang
(音乐)
00:14
Quick! What's common between
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考考你们!
牛肉汉堡、棒球训练、灭音器,这三个东西
00:17
beef burgers, baseball training
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00:20
and auto mufflers?
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有什么共同点?
00:23
Tough question. Let's ask it another way.
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这真是难题。不然这样问好了
00:26
What's the common factor between McDonald's,
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在麦当劳、D-Bat(棒球运动品牌)
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D-Bat and Meineke?
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以及Meineke(消音器品牌)之间,都拥有什么共同点?
00:33
You may know the answer if, along with a Big Mac,
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如果你听过 雷·克罗克和麦当劳巨无霸的事
00:36
you've absorbed a fragment of the romantic story of Ray Kroc.
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你可能就知道答案了
00:39
He's the salesman that created what became
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雷·克罗克一手创立了
00:42
the world's biggest fast food chain.
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全世界最大的快餐连锁店
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He did it by making a deal
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他和几个姓麦当劳的兄弟
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with a couple of men called the McDonalds.
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做了一笔交易
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Brothers they were, owners of a small restaurant chain,
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麦当劳兄弟 原是一家小型连锁餐厅的老板
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and the deal was, he could use their brand name and their methods.
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这交易是允许 他使用麦当劳兄弟的品牌和方法
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Then he invited small entrepreneurs
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然后他邀请了一些小企业家
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to open McDonald's, that they'd run as operators,
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作为店长 管理各自的麦当劳餐厅
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with an ownership state.
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并且拥有所有权
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Very different than the business model where Mom and Pop stores
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这和Mom and Pop stores(流行品牌)的 商业模式很不同
01:05
have full ownership, but no similar support.
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他们拥有餐厅的所有权 但没有那么多支援
01:08
All the examples
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我一开始举的所有例子
01:11
in my opening question are a franchise operation.
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都采用特许经营来运作
01:14
Kroc is sometimes credited
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克罗克有时候被认为是
01:17
with inventing franchising,
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特许经营的发明者
01:19
and so is Isaac Singer, the sewing machine magnate.
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相同于缝纫机巨亨 伊萨.克辛格
01:22
Not so. The real genesis of franchising
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然而事实并非如此 真正创造特许经营的人
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was not in stitches or beef,
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并不是做缝纫的 也不是搞牛肉的
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it was in beauty.
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而是起源于美容行业
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Martha Matilda Harper
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玛莎·明德·哈珀
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was a Canadian-born maid.
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是一位出生于加拿大的女仆
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She made the beds, cleaned house, did the shopping.
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她铺床、打扫房子、采购
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In the employment of a doctor's family in Ontario,
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在安大略省 一个医生家中工作的时候
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she acquired a secret formula for shampoo,
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她得到一份洗发水的秘密配方
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one more scientifically based
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一个比每天在报纸上吹牛的广告
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than the quackeries advertized every day in the newspapers.
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更科学的配方
01:51
The kindly doctor also taught the maturing young woman
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这位好心的医生还教这位年轻女子
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the elements of physiology.
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生理学的基础知识
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Martha had a secret ambition
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有了这份秘方
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to go along with the secret formula:
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玛莎有了一个秘密野心
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a determination to run her own business.
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她决定自己创业
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By 1888, serving as a maid in Rochester, New York,
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1888年,在纽约罗切斯特 当女仆的她
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she saved enough money --
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存够了360美元,
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360 dollars -- to think of opening
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她考虑开一家
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a public hairdressing salon.
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大众的理发沙龙
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But before she could realize her dream,
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但在她实现梦想之前
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two blows fell. She became sick,
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有两件事降临到她身上, 她变得虚弱了
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and collapsed from exhaustion.
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接着因为过操劳过度而病倒了
02:24
Mrs. Helen Smith, a healing practitioner
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海伦.史密斯夫人,一位信基督教的医士
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of the Christian Science faith, was summoned to her bedside.
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被召唤到了她的床边
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The two women prayed, and Martha recovered.
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她俩祈祷后,玛莎便康复了
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No sooner was she better then she was told,
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在康复没多久后,她被告知
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"Oh no, you can't rent the place you've eyed."
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“噢不,你不能租你刚看的那个地方”
02:39
You see, her venture was to be the first public hairdressing salon.
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你知道,她的生意会成为 第一家大众理发沙龙
02:43
A woman in business was shocking enough then.
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当时,一个从商的妇女已经够惊人了
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Only 17 percent of the workforce in 1890 was female,
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在1890年,只有区区17%是女性在打工
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but a woman carrying out hairdressing
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何况一个在公共场所经营美发
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and skincare in a public place?
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和美容店的女性?
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Why, it was sure to invite a scandal.
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为什么? 因为那一定会引来流言蜚语
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Martha spent some of her savings on a lawyer, and won her case.
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玛莎用了一些积蓄请了律师, 打赢了这个官司
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She proudly displayed on the door
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她自豪地在门前展示
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of her new her salon a photograph
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她的新沙龙照片
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of the barely five-foot Martha as Rapunzel,
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那是一个差不多5尺高 如同长发公主一样的玛莎
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with hair down to her feet, but glowing with good health.
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头发及地,但闪烁着健康的模样
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Her sickness, too, had proved a boon.
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她的病也证明了一件事
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Her ambition was now propelled
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她的雄心壮志
被基督教科学的价值观激励着
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by Christian Science values.
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03:22
The Harper Method, as she came to call her services,
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当她称自己的服务为“哈珀方则”时
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was as much about servicing the soul
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意味着服务心灵的重要性
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as it was about cutting hair.
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不亚于修剪头发的重要性
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In the therapeutic serenity of her salon,
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每当在沙龙里时
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she taught that every person could glow
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她教导大家 每个人都可以闪闪动人
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with the kind of beauty she had,
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就像她一样美丽
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if spiritually whole and physically obedient to what she called
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如果灵性上的健全和生理上的顺从
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"the laws of cleanliness, nourishment,
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是她所谓的“洁净、滋养、
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exercise and breathing."
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运动与呼吸法则”
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She was very practical about it.
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那么她可是非常确实的身体力行着
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She even designed the first reclining shampoo chair,
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她甚至设计了第一张洗发躺椅
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though she neglected to patent the invention.
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尽管她忘了申请发明专利权
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Martha's salon was a huge success.
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但玛莎的沙龙却非常成功
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Celebrities came from out of town
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名流从各地赶来
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to experience the Harper Method.
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体验“哈珀方则”
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They enjoyed the service so much
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他们十分喜欢这样的服务
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that they urged her to set up a salon in their cities.
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于是催促她 在其他城市开类似的沙龙
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And this is where Martha's ethical sense
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而这启发了
玛莎的初衷
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inspired her crowning innovation.
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04:17
Instead of commissioning agents, as other innovators had done,
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不像其他人习惯找代理商
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from 1891, she installed
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1981年,她安排了
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working-class women just like herself
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其他劳工妇女在沙龙里服务
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in salons exactly like hers,
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就像在她的沙龙一样
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dedicated to her philosophy and her products.
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致力于推广她的理念和产品
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But these new employees
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但是这些新的雇员
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were not provided a salary by Martha.
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并不是由玛莎提供工资
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The women in what became a satellite network of 500 salons
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她们所在的500家沙龙 成了一个巨大的连锁网络
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in America, and then Europe and Central America
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一开始是在美国,然后是欧洲、中美洲和亚洲
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and Asia, actually owned the Harper's Salons.
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这些妇女相继成为了哈珀沙龙的拥有者
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What was good enough in the nineteenth century
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就如同拥护19世纪
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for suffragette campaigners like Susan B. Anthony
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为了妇女参政努力的苏珊·安东尼
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and was good enough in the twentieth century
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以及20世纪
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for Woodrow Wilson, Calvin and Grace Coolidge, Jacqueline Kennedy,
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伍德罗·威尔森、凯文与格蕾丝·克里兹、杰奎琳·肯尼迪,
04:57
Helen Hayes and Ladybird Johnson
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海伦·海耶斯和小瓢虫·约翰逊
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must be good enough for the rest of the world.
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同样地也为这个世界各地带来美好
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Today, only the Harper Method Founder's Shop
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如今,只有“哈珀法则”的创始店
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remains in Rochester, New York, but Martha's legacy is manifold.
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还存在于纽约罗切斯特, 但玛莎的影响无处不在
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Her health and beauty treatments have been copied,
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她的健康与美丽疗法被广泛效仿
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and her business model is dominant.
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她的商业模式成了主流
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In fact, half of retail sales in America
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事实上,美国有一半的零售业
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are through Martha Harper's franchising idea.
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是源自于玛莎·哈珀的经营理念
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So the next time you enjoy a McDonald's hamburger
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所以你下次再享用麦当劳的汉堡
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or a good night's rest at a Days Inn,
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或者在戴斯酒店一夜好眠
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think of Martha.
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别忘了玛莎
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Because these franchises might not be the same
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因为,如若不是一个多世纪以前, 玛莎哈珀发明了这样的模式
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without her inventing the model, over a century ago.
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这些特许经营店也许 就不是现在这样了
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