Carly Fiorina took the stage at the 2005 Consumer Electronics Show in Las Vegas to introduce a new camera from Hewlett-Packard Co., joined by singer Gwen Stefani, who shot a selfie with the beaming chief executive.
“I can’t believe I’m on stage with this woman,” said Ms. Stefani, who was introduced by Ms. Fiorina as H-P ’s “hippest product engineer” for the singer’s help designing the camera’s case and accessories.
The moment celebrated a marriage of technology and popular culture that Ms. Fiorina had cultivated through 5½ years at the helm of H-P. “What is our ambition for 2005? To be at the intersection of simplicity, innovation, personalization at affordable mass-market prices,” she told the crowd.
Ms. Fiorina wasn’t around long enough to see the camera ship to stores. She was fired a month later by the H-P board of directors.
As Ms. Fiorina campaigns for the Republican Party nomination, she presents her tenure at H-P from July 1999 to February 2005 as evidence of a business-based competence she would bring to the White House.
Interviews with former employees and board members, as well as an examination of H-P’s financial performance during that period—which included a $25 billion deal to acquire Compaq Computer Corp.—suggest Ms. Fiorina’s vision and marketing talent overshadowed her ability to deliver results.
“Carly is a brilliant sales person, and she did an exquisitely good job of selling the Compaq merger to a cynical market,” said George Keyworth, a former H-P board member. “But what she could not do was execute.”
H-P’s stock price fell 55% on Ms. Fiorina’s watch, more than peers in the technology industry, even those hammered by the 2001 downturn. Dell Inc.’s stock dropped 5% over the same period; Cisco Systems Inc. ’s fell 45%; IBM dropped 31%. The Nasdaq Composite Index fell by 27%.