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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYShouldPaceSterlingKeepingtotheFairwayproceedwiththissponsorship?byThomasJ.WaiteFourcommentatorsoffer•expertadvice.ReprintR0304AFor12years,PaceSterlinghasbeentheproudsponsoroftheannualChampionsTournament,reapingsubstantialbenefitsfromthat
2、affiliation.Unfortunately,recenteventsthreatentotarnishthereflectedglory.HBRCASESTUDYKeepingtotheFairwaybyThomasJ.Waite“Nicedrive,”DuaneBettscalledoutastheballhereonsuchabeautifulday.”Sandyhandedrolledtoahaltagoodthreeyardsshortoftheherdrivertothecaddie.“Ol’MacMcKinley18th
3、hole’sinfamouswaterhazard.sureknewwhathewasdoing,didn’the?”SheSandyMichaels,chiefmarketingofficerofwasreferringtothemanwhodesignedthethefinancialservicesgiantPaceSterling,stoleacoursenearly70yearsago.Hisperfectcombi-quickglanceatthecaddie.Evenheseemedim-nationofaestheticsa
4、ndchallengingplayhadpressed.“Thanks,Duane,”shesmiled.“Butmadethiscourselegendary—andensuredthatwatchmeslicethenextoneintotheclub-itwouldbecometheperennialhomeofAmeri-house.”Sandywasplayingherbestgameinre-cangolf’smostprestigiousinvitational.“Hon-centmemory,buttherewasnopoi
5、ntinestly,Idon’tknowhowyougetanyworkdone.boasting.ShecouldneverbeataveteranplayerI’dwanttobeouthereallday.”likeDuane,particularlyonhishomecourse.“Idon’tknow,I’dsayyou’rehavingagreat“Itsurelyisatemptation,”Duaneagreedasdayallaround,”Duanedrawledasheflashedtheywalkeddownthef
6、airway.“Andonetoheraquickwink.Hewasright.Sandyhadal-whichsomeofmyfellowclubmembersdosub-readywonthemostimportantgame—securingmit.”Squintingtosighthisball,headded,theexclusivesponsorshipoftheannualProfes-“Thoughnotofyourgender,ofcourse.”SandysionalGolfOrganization’sChampion
7、sTourna-flinchedatthecomment,areminderthatthismentforthe12thyearinarow.Duanewasingrandoldclub,DoverHill,didn’tadmitwomenchargeofcorporatesponsorships,andhe’dasmembers.Butsheknewhemeantnoof-agreedtoallofherterms.Herbosswouldbethrilled.fense.Anold-schoolsoutherngentleman,“Re
8、ally,Duane,it’senoughjusttobeoutDuanewasnothingifnotgracious.COPYRIGHT©2003HARVARDBUSINES
