宜家如何化解马肉丸子风波

    在古罗马或现今，即便食品造假并不涉及食品安全，它也会为企业带来了重大问题，因为这是一种欺骗行为。格拉博斯基说：“对于很多人来说，标签与安全性同样重要，因为标签等同于安全。在这种情况下，严格意义上来说它们是不对等的。但是如果你对错误标识听之任之，那么你似乎并没有严肃对待这个问题。”

    顾客会很气愤，并不只是因为他们对吃了某种肉而感到不快。在供应链的某一个环节上，某一供应商宰杀了一匹马，但却把它说成是牛肉，这是一个让人无法接受的先例。

    不幸的是，食品造假的回报很高，这一点必须予以遏制。宜家是一家在世界各国销售家具和食品的大型跨国公司。在此次特殊事件中，相比较而言，宜家可能不会蒙受什么损失。但是在今后，宜家和其他公司，无论在何地经营，都可以在运营过程中通过执行他们必须遵守的、当地最为严格的标准来规避同样的问题。

    的确，这类问题已不再是某一个区域的问题。如果宜家在捷克共和国销售马肉丸子，那么匹兹堡的店面就会有质疑声。而且当企业确实遭遇危机的时候，企业必须尽快坦率地成人问题，同时迅速解决问题。没有人会把大公司当做他们自身供应链上的受害者，从而对它们心生同情。（财富中文网）

    译者：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.