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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYWhendoesclientHowLowWillYouGo?entertainmentcrosstheline?byMaryEdieMobleyandJohnHumphreysFourcommentatorsoffer•expertadvice.ReprintR0604ABobCarlton,CEOofanautopartsmanufacturer,wouldn’tbecaughtdeadinastripclub.Butifthat’swhatittakestomakeasale…HBRCA
2、SESTUDYHowLowWillYouGo?byMaryEdieMobleyandJohnHumphreysBobCarltonwatchedthepacecarpeeloffandWhenBobfirstgotintostockcars,therethe43carsthatwereclumpedbehinditroarwereonlycheapseats.Thatwas30yearsago,intofullthrottle.ItwasalwaysathrillingbackwhenhisuncleMelstillhadthemufflersight—theywe
3、repackedtighterthanminivansshopintheirhometownofChickasaw,Ala-inaWal-Martparkinglot.Hestudiedtheirfirstbama.Melworkedpitcrewonweekends,andlapofjockeying,thenhunchedovertofiddleonebyone,allhisnephews,andmostofhiswiththeknobsonhisscanner.Hetookhissun-nieces,caughtthebug.Atonepointinhisgl
4、assesoff—noteasywithheadphoneson.twenties,Bobeventriedhishandatdriving.Oncehehadsettledontherightfrequency,theButrightaroundthetimehewasadmittinghebanterfromtheboothfilledhisears.Butafewdidn’thavethetalenttobegreat,hewasfind-minuteslater,heshutitoff.Hecouldn’tenjoyingwhathedidhaveatale
5、ntfor:makingtheit,andanywayheneededtothink.engineshotter.HesoonoutgrewthecornerBobwasCEOofOptiMotorsIndustries,athatMelgavehimintheshopandhadhisownmidsizeengine-partsfabricator.Thatsoundedbusinessandhisownracing-teamclientele.prettyimportant,andheguesseditwas.ButHemadegreatproducts—h
6、ighqualitycus-onlyafewyearsagohewouldhavebeeninthetompartsformotors—andbetweenthatandcheapseatsataracelikethis—andhavingathephenomenalboominNASCAR,heneverwholelotmorefun.Heglancedattheemptylackedforbusiness.Infact,hehadawaitinglistchairsbesidehimandscowled.Terracelevel:thatcustomersw
7、erealmostridiculouslywilling$285each.Theidealchoiceforcustomerenter-toendure.ItwasRoland,hisaccountant,whotainment.Thatwasasoresubjectnow.finallymadeanissueofit.“Bob,justlookatthisOPYRIGHT©2006HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.CHBR’scases,whicharefictional,pr
8、esentcommonm
