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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYShouldAdvaarkSticktotheCore—orsticktoitscorecompetence?GoforMore?Fourcommentatorsofferexpertadvice.byThomasJ.Waite•ReprintR0202AAdvaarkachievedphenomenalsuccesssellingoneserviceverywell.Butnowcustomersareaskingformore,creatingastrategicdilemmatha
2、tcouldtearthecompanyapart.HBRCASESTUDYSticktotheCore—orGoforMore?byThomasJ.Waite“Cut!”SpikeSanchezstompedtowardthe“OrmaybeyoushouldjustdowhatIsay,”stage,hisarmswavingthemusictoastop.Sanchezshotback.“ThenwemighthavesomeWearingblackfromheadtotoe,sportingdarkhopeofairingthis30-seconds
3、potbeforeyourglasses,andsweatingundertheheatofthe15minutesoffameareup!”Heturnedabruptly,lights,hewaslosinghispatience.Ahighlyre-strodeoffthestage,anddroppedbackintohisspectedmusicvideodirector,Sanchezwasdirector’schair.“Let’stryitagainfromthetop.”startingtowonderiftakingonthisadver
4、tisingMayganpoutedathimforamomentandthengigwassuchagreatidea.“Howmanytimesdoflippedherlonghair,spunaround,andwentIhavetotellyoutopointthelogoonthecanbacktoherstartingposition.towardthecameraduringthatmove?”SittingnexttoSanchezwasIanRafferty,co-OnstagewasMayganM,apopsingerfounderand
5、headofcreativeservicesforAd-whosestarhadriseninthemonthssinceshe’dvaark,aNewYork–basedadvertisingagency.agreedtodothisad.Shewasasweet-faced,“Prettytoughtoworkwith,isn’tshe?”he18-year-oldbeauty,dressedinasequined,mid-whispered.riff-baringhaltertop,askintightleopardmi-“This?”Sanchezw
6、avedhishanddismiss-croskirt,andplatformshoesthathadalreadyively.“Thisisnothing!Tryworkingwithsometrippedheruptwice.Sheshelteredhereyesrock‘n’rolldinosaurstrungoutoncrankandfromthelightsandglaredatSanchez.“LikeIwantingtomakeacomeback!”canevenseethestupidlogo,”shewhined.Inthebackofth
7、estudio,Rafferty’spartner“MaybeyoucouldfixitonacomputerorandfellowfounderGeorgeCaldwellwasdeepsomething?”inconversationwithJohnMcWilliams,theCEOCOPYRIGHT©2002HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.HBR’scases,whicharefictional,presentcommonmanagerialdilemmasand
8、offerconcretesolutionsfrom
