Invent! Leading The Way in it

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Invent! Leading The Way in it

机译：发明！引领潮流

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When Hewlett Packard added the word 'invent' to its branding in 1999, it marked a public restatement of the company's commitment to innovation. HP had long been known for the technical excellence and quality of its products, but the rebranding signalled that HP's research activities were going to be front and centre of efforts to reinvent the company. Four years later HP is no longer 'Bill and Dave's' company. The influence of founders Bill Hewlett and David Packard and the 'HP Way' culture they created is being eroded by go-getting CEO, Carly Fiorina. She has driven through changes, including a controversial merger with PC and server company Compaq, that some have found uncomfortable. But from the new logo to lengthy TV and print ad campaigns featuring individual researchers, innovation has been placed at the heart of the company's future.

机译：当惠普在1999年在其品牌中添加“发明”一词时，标志着该公司对创新承诺的公开声明。长期以来，惠普一直以其卓越的技术和产品质量而著称，但品牌重塑标志着惠普的研究活动将成为重塑公司的工作的重中之重。四年后，惠普不再是“比尔和戴夫”的公司。创始人比尔·休利特（Bill Hewlett）和戴维·帕卡德（David Packard）的影响力以及他们创造的“惠普之道”（HP Way）文化正受到即将上任的首席执行官Carly Fiorina的侵蚀。她进行了一些变革，包括与PC和服务器公司Compaq进行的有争议的合并，有些人对此感到不舒服。但是，从新徽标到冗长的电视和印刷广告活动，每个研究人员都有个人参与，创新已成为公司未来的核心。

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《Engineering Management Journal》 |2004年第1期|p.44-47|共4页
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Invent! Leading The Way in it

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