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Since the mid-1980s,as more and more companies have shifted

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Since the mid-1980s,as more and more companies have shifted from being about products to being about ideas---Starbucks is not selling coffee.
为什么要这个being,不可以去除吗?他在这边起什么作用呢?
Since the mid-1980s,as more and more companies have shifted
首先你得知道be about 是和搭配,意思是从事于,这里他们不能分开,shift from sth to sth,being about …这里是动名词.这句话的大概意思是很多企业模式从生产商品转变为创造概念.就好像现在的星巴克,苹果,东西贵得要死有没有,可生意火爆有没有?人家卖的不是咖啡,卖的不是手机.是创新.