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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYShouldLarsFeedR&D—orFarmoutsourceR&D?ItOut?Fivecommentatorsofferexpertadvice.byNitinNohria•ReprintR0507ARLKMediabuiltitsreputationonbrilliantinnovationinhigh-endconsumerelectronics.Butwithcustomersdefectingtomass-marketproducts,RLKhastorethinkitsapproach.
2、WilloutsourcingR&Dsavethecompanyordestroyit?HBRCASESTUDYFeedR&D—orFarmItOut?byNitinNohria“OK,justsitthere.No,rightthere,intheLa-rilysurveyedthemess.Thisbetterbegood,heZ-Boy.Don’tmove.”Larssankintothebat-thought.AnothergorgeouscamcordernobodyteredNaugahydechairattheedgeofthewants,andwe’resun
3、k.audio-engineeringlab,wonderingvaguelyif“Comfortable?Good.Now—puttheseon.”therewasanythingonthecushionsthatRayhandedLarsaheadsetwithgogglelensesmightsticktohissuit.AsCEOofRLKMedia,heandaribbedaluminumframe.Heslidthehead-gamelyparticipatedintheseperiodicdemos.Itsetintoplace.Astheengineering
4、teamlookedwasagoodwaytoconnectwiththeR&Don,RaysnappedaFirewirecableintoaportonteam—and,besides,sometimestheyactuallythegoggles.Swivelingaroundtohiskeyboard,surprisedhim.hetappedinacommandandwatchedablurofLarscheckedhiswatchandthensettledhiscodescrollupthescreen.“Showtime,”hewhis-gazeonRayKe
5、lner,RLK’sfounderandchiefsci-peredtohimself.entist,whowasfidgetingataworkstation.“Ray,Nothing.Larssatexpectantlyforafewsec-canyougetthisshowontheroad?I’moutofondsandwasreachingtotaketheheadsetoffhereinten!”whenacrisp,panoramicimageformedbefore“Twoseconds,Lars.Twoseconds!”Raycursedhim,adesert
6、scenewithdistantmountains.underhisbreathashesnappedapatchcableNicegraphics,hethought.HehadjustopenedintoanEthernetswitch.Atangleofwiresloopedhismouthtospeakwhenthedeafeningscreamfromtheworkstationtoatop-heavyrackofofjetenginesexplodedfromthebackoftheaudioandvideohardware.Duct-tapedbraidsofr
7、oomandrocketedinchesoverhisheadonthecoloredcablessnakedacrossthefloor.Larswea-tailsoftwinfighters,astheyhurtledoutinfrontOPYRIGHT©2005HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.CHBR’scases,whicharefictional,presentcommonmanagerialdilemmasa
