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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYWhat’sthebestARosebyAnyOthermarketingstrategyforRosePartyware?NameFivecommentatorsofferexpertadvice.byDanielB.Stone•ReprintR0303ARosePartyware’slargestretailcustomerhasdecidedtocreateaprivate-labellineofpartygoods—andwan
2、tsRosetomanufactureit.ShouldRoseputitseffortsbehinditsownbrandinstead?HBRCASESTUDYARosebyAnyOtherNamebyDanielB.StoneTomRosehatedtogotoameetingwithicethelaunchofabrandedlineofpartyware.Increamonhispants.ButRosePartyware’safter-fact,itwasthefirsttimeacompany
3、inthepartyschoolparty—amonthlygestureofgoodwillgoodsindustryhadcontemplatedabrandingtothelocalcommunityand,notinciden-effort,atleastinthe30yearsRosehadbeenintally,afieldtrialforproductsthecompanybusiness.wasdeveloping—hadconfirmedhissuspi-cionsthatoneofthe
4、newice-creambowlswasPartyLinesjusttooshallow.Thefive-year-oldwhohadRosemanufacturedawidevarietyofpaperdemonstratedthatfacthadbeensittingrightgoods—plates,bowls,cups,napkins,table-nexttohim.cloths,favors,crepe-paperstreamers,andsoSoherehewasgettingreadytoli
5、stentoaforth—forbirthdayandholidaypartiesandmajorpresentation,withpapertowelsinhisothersocialevents.Tom’suncle,whohadhands.“Goahead,Cassie,”Tomsaidtohismar-workedforoneofthelargestpapercompaniesketingdirector.“It’lldryorharden—orsome-intheUnitedStates,hads
6、tartedRoseinthething.Thankfully,it’smylastmeetingofthe1970s.Hehadpersonallydriventhecompany’sday!”growthuntileightyearsago,whenhediedsud-HecouldtellthatCassieMartinwasexciteddenly,victimofanautomobileaccident.aboutthepresentationshewasgoingtomakeAfewyearsb
7、eforethetragedy,Tomhadtothetopmanagementteam.Tomhadperson-joinedthecompany—neverexpectingtostayallyrecruitedheraboutayearagotospearheadlong.HewasfreshlygraduatedfromaliberalthebiggeststrategicinitiativeinRose’shistory:artscollegeandintendedtoworkforayearCO
8、PYRIGHT©2003HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.HBR’scases,whicharefictional,presentcommonmanagerialdilemmasandofferconcretesolutionsfromexperts.harvardbusinessreview•march2003page1AR
