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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYHowcanHomeStarTheSputteringR&DrevitalizeitsR&Defforts?MachineFourcommentatorsofferexpertadvice.byMarthaCraumer•ReprintR0208AForyears,HomeStarwasthemostinventivecompanyintheappliancebusiness.Now,upstartsarestealingitsthunder,anditstopengineerdoesn’tseemtoca
2、re.HBRCASESTUDYTheSputteringR&DMachinebyMarthaCraumerAsHalMardenwatchedhismorningmuffinhisassistantwasn’tinyet.Thenherereadthespinslowlyinthelunchroommicrowave,henewspaperarticle.“GagaforRetro,”thehead-marveledathowthissmallappliancehadfor-lineproclaimed.“Vanguard,alreadythefast-everchangedth
3、ewaypeoplecookandeat.est-growingappliancemakerinthecountry,“Theperfectinvention,”hemusedtohimself.hasanothermajorhitwithitsnewretroline“Small,fast,convenient,andenergy-efficient.ofrefrigerators,ranges,anddishwashers.WethoughtmicrowaveswoulddoawaywithRoundedlines,chromedetailing,andcolorsconve
4、ntionalovens.Butinstead,theybecamealiketurquoise,yellow,andredgivetheappli-wholenewcategoryofkitchenappliance.”ancesthelookandfeelofclassicautomobiles.After25yearswithHomeStar,HalwasstillAndconsumersseeminglycan’tgetenoughoffascinatedbytheappliancebusiness—andbythem.‘We’vegotanemotionalhiton
5、ourtheinnovationsthatfueledit.AsCEOforthehandsthatcutsacrossdemographiclines,’last12years,he’dsteadfastlymaintainedthesaidaVanguardspokesperson.‘Peoplearecompany’scommitmenttoresearchanddevel-havingaloveaffairwiththeseappliances.Atopment,vowingtoupholdHomeStar’sreputa-thesametime,we’reshowin
6、gold-schoolersliketionforbeing“thefirst,thebest,theonly”HomeStarthattheindustrycanmovebeyondnameinappliances.aneeds-basedmarketandappealtoconsum-That’swhythelatestturnofeventswassoerswhofollowtrendsandseekluxury.’”distressing.Halfoldedthepaperandshookhishead.AsHalgrabbedhiscoffeeandmuffin,retr
7、eatedmuchasitpainedhimtoseehiscompanytohisoffice,andclosedthedoor,relievedthatcalled“oldschool,”hehadtoadmitthatOPYRIGHT©2002HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.CHBR’scases,whicharefictional,presentcommonmanagerialdilemmasand
