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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYHowmuchshouldWillOurCustomersClarinda’spresidentdivulgetocustomersBailUsOut?aboutthecompany’sdifficulties?byDavidSilvermanFourcommentatorsoffer•expertadvice.ReprintR0805ATheClarindaCompanyisstrugglingandmaygounder.Askingcustomersf
2、orhelpcouldaidtheefforttokeepthecompanyafloat—ortorpedoit.HBRCASESTUDYWillOurCustomersBailUsOut?byDavidSilverman“WhatwillIfindifIopenthetrunk?”thelocalfarmers.Iwasalreadybeatendownasfarcopasked.asIcouldgo.Asmallpartofmewantedtoget“Textbooks,”Isaid.out,walkbacktothebl
3、ack-and-white,andsay“Whatareyou,encyclopediasalesmen?”tothecop,“Don’tyouknowwhatwe’vebeen“No,wetypesetbooks.”through?Don’tyouknowwhatmyemployees“You,”hesaid,pointingatRichinthejustwentthrough?”ButIdidn’t.Beingpulleddriver’sseat.“Outofthecar.”overonthesideofanemptytw
4、o-lanehighwayIwatchedthecopfriskmychieffinancialforsomeimaginedtrafficinfractionontheofficerandthenescorthimbacktothehigh-worstdayofmycareerleftmewithlittlewaypatrolcar—leavingmealone.Helookedenergytofight.hardlyhalfmyageandhadallthesunglass-Mybriefcasedidn’tcontaindrug
5、parapher-wearingblusterofarecentacademygraduate.nalia,asthedeputyhoped,butthedocumentsLeavingthecruiser’smulticoloredrooflightsthathadbeguntodefinemylifeaspresidentoscillatingattopspeed,heaimedthedoor-oftheClarindaCompany.Therewasthelistofmountedsearchlightatmetoobsc
6、urewhatheemployeeswe’dfiredearlierthatday.FortyinwasdoingtoRich,whowasnowsittingintheClarindaandAtlantic,Iowa;afewmoreinBal-copcar’spassengerseat,armsfolded.Butsincetimore,St.Paul,Syracuse—thoughnoneinitwasstillearlyafternoon,allhisintimidationManila.Allinall,20%ofth
7、eworkforce.waswashedoutintheburningIowasunglaringTherewasalsotheletterfromDan’slawyer.offthemud-gray,yet-to-be-sowncornfieldsonDan—myformerbusinesspartner,ourex-CEO,bothsidesoftheroad.andmymentor—wasthreateningtosuemeNotthatanyoneelsewastheretoseeusforfiringhimamontha
8、go.Didhisnewlawyeracrossthebarrenfield,andnotthatitwouldknowthatDanwasadrunk?ThatI’dfoundhavematteredifwe’dbeenwatchedbythehimslumpedoverhi
