Business Services Industry
Garage Brand.(Editorial)
Business Communications Review, January, 2000
These days, everybody wants to be a dot-com. The most striking example I've seen recently was the TV advertisement that started running during the holiday season from Hewlett-Packard. The motif used was the garage in which the company was started, and if somehow you missed the point, H-P CEO Carly Fiorina spelled it out for you: "The original startup will start acting like one again." It was hard to really know what to make of that commercial.
On a gut level, it's kind of embarrassing to see one of America's great companies apologize for not being as callow as the stereotypical Internet startup at the dawn of the 21st century. As Fiorina points out in the ad, Hewlett and Packard literally helped change the world; one can only wonder what the dot.com's...
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