Advaark Chap 2
rP os t www.hbr.org H B R CAS E ST U D Y
Four commentators offer expert advice.
COMMENTARY
Stick to the Core—or
Go for More?
op yo Should Advaark stick to its core competence? AND
by Thomas J. Waite
Do
No
tC
•
Reprint R0202A
This document is authorized for educator review use only by Mehwish Zafar Ahmed, at Iqra University until September 2015. Copying or posting is an infringement of copyright.
Permissions@hbsp.harvard.edu or 617.783.7860
H B R CAS E ST U D Y
rP os t
Advaark achieved phenomenal success selling one service very well.
But now customers are asking for more, creating a strategic dilemma that could tear the company apart.
op yo Stick to the Core—or
Go for More?
tC
“Cut!” Spike Sanchez stomped toward the stage, his arms waving the music to a stop.
Wearing black from head to toe, sporting dark glasses, and sweating under the heat of the lights, he was losing his patience. A highly respected music video director, Sanchez was starting to wonder if taking on this advertising gig was such a great idea. “How many times do
I have to tell you to point the logo on the can toward the camera during that move?”
On stage was Maygan M, a pop singer whose star had risen in the months since she’d agreed to do this ad. She was a sweet-faced,
18-year-old beauty, dressed in a sequined, midriff-baring halter top, a skintight leopard microskirt, and platform shoes that had already tripped her up twice. She sheltered her eyes from the lights and glared at Sanchez. “Like I can even see the stupid logo,” she whined.
“Maybe you could fix it on a computer or something?” No
Do
COPYRIGHT © 2002 HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION. ALL RIGHTS RESERVED.
by Thomas J. Waite
harvard business review • february 2002
“Or maybe you should just do what I say,”
Sanchez shot back. “Then we might have some hope of airing this 30-second spot before your
15 minutes of fame are up!” He turned abruptly, strode off the stage, and dropped back into his
Four commentators offer expert advice.
COMMENTARY
Stick to the Core—or
Go for More?
op yo Should Advaark stick to its core competence? AND
by Thomas J. Waite
Do
No
tC
•
Reprint R0202A
This document is authorized for educator review use only by Mehwish Zafar Ahmed, at Iqra University until September 2015. Copying or posting is an infringement of copyright.
Permissions@hbsp.harvard.edu or 617.783.7860
H B R CAS E ST U D Y
rP os t
Advaark achieved phenomenal success selling one service very well.
But now customers are asking for more, creating a strategic dilemma that could tear the company apart.
op yo Stick to the Core—or
Go for More?
tC
“Cut!” Spike Sanchez stomped toward the stage, his arms waving the music to a stop.
Wearing black from head to toe, sporting dark glasses, and sweating under the heat of the lights, he was losing his patience. A highly respected music video director, Sanchez was starting to wonder if taking on this advertising gig was such a great idea. “How many times do
I have to tell you to point the logo on the can toward the camera during that move?”
On stage was Maygan M, a pop singer whose star had risen in the months since she’d agreed to do this ad. She was a sweet-faced,
18-year-old beauty, dressed in a sequined, midriff-baring halter top, a skintight leopard microskirt, and platform shoes that had already tripped her up twice. She sheltered her eyes from the lights and glared at Sanchez. “Like I can even see the stupid logo,” she whined.
“Maybe you could fix it on a computer or something?” No
Do
COPYRIGHT © 2002 HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION. ALL RIGHTS RESERVED.
by Thomas J. Waite
harvard business review • february 2002
“Or maybe you should just do what I say,”
Sanchez shot back. “Then we might have some hope of airing this 30-second spot before your
15 minutes of fame are up!” He turned abruptly, strode off the stage, and dropped back into his