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2018-03-07 发布于贵州
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the sure thing that flopped精选.pdf

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the sure thing that flopped精选

HBR CASE S TUDY AND C OMMENTARY How can Tibal The Sure Thing Fisher Stores improve its That Flopped customer research process and save the brand extension? by Gerald Zaltman and Lindsay Zaltman • Four commentators offer expert advice. Reprint R0807A All the market research said that TF’s NextStage stores couldn’t miss. What went wrong? HBR CASE S TUDY The Sure Thing That Flopped by Gerald Zaltman and Lindsay Zaltman . D E Twenty-nine-year-old Drew Mobley, sweating ﬁasco. “Classic happy warrior,” Drew thought. V R E S under his summer suit, checked his watch. It “Craves contact. Born for retail, even if it fails.” E R S was 3:45 on a hot afternoon, and his CEO, Tibal “Hey, Drew,” Tibal said. T H G I Fisher, was running very late. Drew had been “Any word yet?” Drew asked. R L L waiting outside the entrance to the mall for Tibal reached into his pocket, pulled out his A . N O more than half an hour,