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Apple Computer Successes & Failures

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Case Analysis 1: Apple Computer
NETW583 – Strategic Management of Tech

For this brief paper I have been asked to answer the following three questions about the company Apple Inc. : What were some of Apple's biggest successes and failures? How much of Apple's success can be linked directly back to its culture? How do the actions of Apple apply to the TCOs? The best way I can most effetely answer these questions is to start with the second question, How much of Apple's success can be linked directly back to its culture? I think that a Apples success can be significantly linked directly back to its culture. This question is easily supported by what happened when Apple hired John Sculley as their President and CEO in 1983 and pressured Steve Jobs to resign in 1985. During this period of time Sculley brought a corporate culture from Pepsi into Apple which was a significant change from what the company had been used to with Jobs leading the company. During the time that Sculley was at the realm Apple saw significant failures in which I will outline when answering the next question and he changed business models which adversely affected Apple to the extent that some say he almost drove Apple into the ground for good. After Jobs return in 1997 he immediately started driving the businesses culture in a completely different direction in which he focused on the experience his products gave the user and went on to inspire others in the company to be creative and come up with innovations that changed the world forever. I’ve taken events from an article I found called, “30 pivotal moments in Apple’s history” (Linzmayer, 2006) and segmented what they feel to be the 30 most pivotal moments in Apples history into what I feel to be successes or failures. So lets start with failures. I will start their failures in 1983 with when they named John Sculley as their CEO....

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