authenticity is it real or is it marketing

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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYShouldGordonAuthenticity:IsItRealcontinuetobackMarty’sno-holds-orIsItMarketing?barredauthenticityapproach?byDavidWeinbergerFourcommentatorsoffer•expertadvice.ReprintR0803ACompaniesthatboastoftheirauthenticityconfrontchallengesthatmorefacelessfirm

2、sdon’tevenhavetoconsider.HBRCASESTUDYAuthenticity:IsItRealorIsItMarketing?byDavidWeinbergerGordonMcMaster,theCEOofHunskEn-OnhisfirstdayatHunsk,Martywasdressedgines,introducedhisnewheadofmarketingtoimpress.Heworehisbestworksuit,histothecompany’stopmanagersoverbagelscreamdressshirt,an

3、datiewithasoftbrownandcoffee.andgreenpatternthatpulleditalltogether.“Iwanttomakesomethingclear,”GordonButPaulaMarchesi,directorofpromotions,toldthegroup.“Iknowwe’vegonethroughawasmostinterestedintheunpolished,black,numberofmarketingVPsandcampaigns.heavy-soledbootsunderMarty’strouse

4、rcuffs.ButMartyistheguywe’vebeenwaitingfor.“Trouble,”shethought.Iknowwhathestandsfor,whathewantstoMartythankedhisbossandthentookthepushthecompanytodo,andhehasmyun-floor.HunskEngineshad,heexplainedtohisqualifiedsupport.”newcolleagues,systematicallydevalueditsGordonknewMartyEchthadthec

5、hopsforconsiderablepedigree.Therehadbeenatimetheposition.ThenewhirehadspenthisearlywhenHunskwasconsideredarivaltoHarley-post-MBAyearsatalargepackaged-goodsDavidson.Harleymadethewildbrutema-companylearningtheconsumer-marketingchineswiththeircharacteristicgrowl,butropes,buthe’dearned

6、hisreputationasafo-Hunskappealedtothosewhowantedabikecusedmiracleworkerelsewhere:He’dtrans-thattickedlikeaclockevenasitmovedlikeformedabottled-watermanufacturerintoanarocket.TheparadigmaticHunskriderinnovatorintheenergy-drinksspaceandwasn’tsomeonewhowasjusttryingtolookthenbuiltadis

7、tributorofspecialtysportslikeanoutlaw.He(mendominatedthecom-equipmentintoacultbrand.pany’sdemographic)wasarealrebel.FiercelyOPYRIGHT©2008HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.CHBR’scases,whicharefictional,presentcommonmanagerialdilemmasandofferconcretesolution

8、sfromexperts.harvardbusine