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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYShouldExcesoAPaininthe(Supply)maintainitsaggressiveChainpromotionstrategy?FourcommentatorsofferbyJohnButmanexpertadvice.•ReprintR0205AIt’sthattimeagain,theendofthequarter,andExcesoisscramblingtomeetwildlyambitioussalesgoals.Thecompany’saggressivepromotions
2、arepullinginretailers,butdoesdisasterloom?HBRCASESTUDYAPaininthe(Supply)ChainbyJohnButmanMonday,10:42AMingautomatedmaterial-deliveryvehicle.ManufacturingFacility14,ExcesoCorporation“Installingsomenewrobotics.”R.FoleyVinton,CEOofExceso,shovesthroughThisis,infact,whattookplace,butFoley’sthehea
3、vyplasticstripsontothefactoryfloor,descriptionleavesoutthecause.Amassive,yetalreadywearinghishardhatandgoggles,ear-finicky,injectionmolderhadonceagaindevel-plugsdrapedaroundhisneck,andisrelievedtoopedamysteriousinabilitytocreatethekeyhearthedinofmanufacturing.HeturnsandpieceofExceso’sflagshi
4、pproduct,theClickZip-holdsbackthestripssohisvisitor,analystPlus.AnimageofalineofhikingCubScouts,AndreaValdini—similarlypreparedforthebackedupbehindtheden’sslowestmember,tour—canstepthrough.flashesthroughFoley’shead;itisthemetaphor“Howmanyshiftsareyourunning?”shethatillustratestheeffectsofman
5、ufacturingshoutsabovethenoise.bottlenecks,rememberedfromEliGoldratt’s“Three,”repliesFoley,notsmiling,allbookTheGoal.business.“We’reessentiallyrunningatfull“Sonowwe’rerunningflatouttofillor-capacity.”ders.”Foleypausesbeforethemoldingma-Andreamakesanoteonafoldedindexcardchine,whosejawsopenasif
6、oncue,revealingwithatinypen.“Howlonghaveyoubeen148perfectplasticpartsinthedistinctivedoingthat?”nickelandcobaltcolorsoftheClickZipPlus.FoleygrimacesanddecidestodistractherHedecidesnottomentionthatthemachineiswithapartialtruth.“Well,weactuallywereproducingayieldof98%,becausefurtherdownlastwee
7、k,”hereveals,pointingatapass-questioningmightleadtotheadmissionthatCOPYRIGHT©2002HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.HBR’scases,whicharefictional,presentcommonmanagerialdilemmasandofferconcretesolutionsfromexperts.harvardbu
