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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYHowcanTibalTheSureThingFisherStoresimproveitsThatFloppedcustomerresearchprocessandsavethebrandextension?byGeraldZaltmanandLindsayZaltman•Fourcommentatorsofferexpertadvice.ReprintR0807AAllthemarketresearchsaidthatTF’sNextStagestorescouldn’tmiss.Whatwentwrong?HBRCA
2、SESTUDYTheSureThingThatFloppedbyGeraldZaltmanandLindsayZaltmanTwenty-nine-year-oldDrewMobley,sweatingfiasco.“Classichappywarrior,”Drewthought.underhissummersuit,checkedhiswatch.It“Cravescontact.Bornforretail,evenifitfails.”was3:45onahotafternoon,andhisCEO,Tibal“Hey,Drew,”Tibalsaid.Fisher,wasrunningv
3、erylate.Drewhadbeen“Anywordyet?”Drewasked.waitingoutsidetheentrancetothemallforTibalreachedintohispocket,pulledouthismorethanhalfanhour,hisstomachsinkingTreo,andheldthedeviceatarm’slength.HeeverytimeablackTownCarpassed.TheWalllaughed.“Ican’tseewithoutmyglasses.”HeStreetJournalreporterwasalreadyupst
4、airsshowedDrewthescreen.DrewtoldTibalinthestore,probablyresentingthewait.thereappearedtobenocallormessageyetDrewcouldfeelhisheartthumpinglikethefromtheCFO,whowasduetophoneanyjackhammerdownthestreet.minutewiththefirstharddataonhowsalesSuddenlyashinyblackLincolnpulleduptohadbeenatthetwodozenTF’sNextSt
5、agethecurbwhereDrewstood.AsmilingTibalstoressincetheirreopeningamonthago.Theopenedthebackdoor,sharingthetailendofstoreshadrecentlybeenoverhauledaftertwosomejokewiththedriver,whoseshoulderheyearsofanemicresults.pattedbeforegrabbinghislaptopcase.As“I’vebeentalkingtosomemobilecompa-Tibalshutthedoor,Dr
6、ewnoticedthatthetall,niesaboutmakingalineofhandsetsfortanned62-year-oldwascarryinghistieintheourstores,”saidTibal,“withscreensyoucanotherhand.Hewasstruckbyhownonchalantactuallyread.”Hecorrectedhimself:“ThatIandfriendlyhisbosslooked,thoughTibalcanactuallyread.Thatourcustomerscanwasfacingtherealpossi
7、bilityofa$40millionactuallyread.”OPYRIGHT©2008HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.CHBR’scases,whicharefictional,presentcommonmanagerialdilemmasandofferconcretesolutionsfromexperts.ha
