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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYShouldCrescordiaHoldingFastlauncharesorbablesoffering?byJohnT.GourvilleFourcommentatorsoffer•expertadvice.ReprintR0506ACrescordia’sproductsarerespectedtheworldover.Now,rivalshavelaunchedaradical—albeitstillbuggy—newtechnolo
2、gy.Canthecompanyaffordtositouttherevolution?HBRCASESTUDYHoldingFastbyJohnT.Gourville“Nowremember,witheveryblowoftheham-niumplates,nails,andscrews—knownasfixa-mer,you’vegottofeelthefemoralnailadvanc-tiondevices—thatsurgeonsusedtorepairingthroughthebone.Ifyoudon
3、’t,thenforbrokenbones.Atleasttwiceamonth,Crescor-heaven’ssake,stop.Itmightbeimpingingondiahostedtrainingsessionslikethisoneforor-thecortexoritmightbetoolargeforthecanal.thopedicsurgeonswhousedthecompany’sKeepwhacking,andyou’llfracturethecortex.”products.Walsh
4、joinedthegroupforlunchasThetrainer’scalm,authoritativevoiceboomedoftenaspossible.Itwasagreatopportunitytooutacrosstheroomasadozenorthopedicsur-connectwiththephysiciansandhearfirsthandgeonstoiledawayonthecadaverlimbslaidoutwhattheylikedanddidn’tlikeaboutCrescor
5、-beforethem.Pausingtoobservethetechniquedia’sproducts.Besides,hejustplainenjoyedofoneofthesurgeons,heglanceduptoseehistheircompany.Traumasurgeonstendedtobeboss,CEOPeterWalsh,crackopenthedoorbrilliantbutdowntoearth.Withtheirham-andsqueezethrough,tryinghisbestt
6、obeun-mers,saws,anddrills,theywereasmuchcar-obtrusive.Thetrainerglancedattheclock.pentersastheyweredoctors.Maybebecauseso“Okay,let’ssavesomeofthisfunfortheafter-manyofthecasestheysawweretheresultofnoon,”hecalledout.“We’llmeetinthelobbyinbadluck,theyhadacertai
7、nperspectiveonthetenminutesandwalkovertolunch.”world.TheytendedtojokealotwhentheygotInadditiontomakingarangeofproductstogether,andifyoucouldtoleratesomemorbidfromartificialhipstoscalpels,Crescordiawashumoryoufoundyourselflaughingalong.oneofahandfulofmajorcompa
8、niesthatdevel-Aftertheair-conditionedchillandformalde-oped,manufactured,andsoldthesteelandtita-hydeodorofthelab,theheatofthesummerOPYRIGHT©2005HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.A
