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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYShouldShirleyPlayItSafeorTakeasimplymoderatethedebateorStand?recommendacourseofaction?byTrishGormanCliffordandJayBarneyTheexpertsrespond.•ReprintR1011NTheCFOchargedwithanalyzingtheprosandconsofanewproductlinewonderswhetherit’stimeforhertosto
2、pfacilitating—andstartleading.HBRCASESTUDYPlayItSafeorTakeaStand?byTrishGormanCliffordandJayBarneyShirleyRickertsighedassherealizedthatsheShirleyallowedherselfamomenttostretch.hadnohopeofmakingthe7:10expresstonight.Assherolledherneck,wincing,sheheardSheturnedbacktothereportssh
3、ewasreview-voicesinthehallwayoutsideheroffice.ingattherequestofherCEO,CarlSwitzer.“He’lltellyouhe’san11handicap.YoucanAsthechieffinancialofficerofHGS,alargebetonthat.Hey,I’llcatchyoulater,Carl.Justplasticsandpackagingmaterialscompany,Shir-needtograbShirleyforaminute.”leywasaccust
4、omedtohavingtheoccasionalShelookeduptoseeScottBeckett,thevicefiredrilldisruptherroutine.Thistimeitin-presidentofHGS’smostprofitabledivision,OilvolvedanincreasinglyheatedinternaldebateandGasProducts,fillingherdoorway.“HopeIthatCarlwantedhertohelpmoderate.wasn’ttooabrasivetoday,”he
5、opened.“ItwouldThegoodnewswasthatHGS’sresearch-and-beashametogetpeopleallriledupjustwhendevelopmentdepartmenthadstumbleduponaweneedabalancedandrationalreviewofthenewplasticpolymerthatwasstain-resistant,facts.”wrinkleproof,andvirtuallyindestructible,and“Oh,Scott,weexpectstraigh
6、ttalkfromanyetlooked,felt,anddrapedjustlikecotton—aoldoilandgasman.Ithinkyoumadeyourpo-perfectmaterialformakingmen’sdressshirts.sitiononPlastiwearquiteclear—again.”ShirleyThebadnewswasthatseniorexecutivesinthemotionedforhimtosit.companywerebitterlydividedoverwhether“I’llkeepsa
7、yingit,butIdon’tgetthefeelingandhowtousethefiber—nowreferredtoin-everyoneislistening.”ternallyas“Plastiwear”—asameanstoenter“Well,somepeoplearoundhereliketheideatheapparelindustry.ofinvestinginapatentedtechnologythatcouldOPYRIGHT©2010HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.A
8、LLRIGHTSRESERVED.CHBR’scases,whicharefictional,presentcommonma
