MGMT20001 Final: MGMT20001 Exam Notes - Apple Case Study

APPLE

Communication:

MeaningCentredPerspective

Metaphortransformative:

Liberateandrecreate,changeagent=visionary,creatorSteveJobs,rethinkthebusiness;

reinventourselves;findsomeonetocreateanewvision

THEORGANISATION:Intuitivedecisionmaking,charismaticpower,risktakingculture,

 ‘Jobsstartedtothinkabouthowwecouldprofitfromthisnewfield’

ofwhatacomputerstoreis’

 ‘Revolutionisedthemusicindustry’

 ‘Transformed’isusedonthelastpage

FunctionalPerspective

1. FunctionalDesign:CHANGELEARNINGaboutnewproducts

2. Networks:formal/planned,targetingentireorganisation

3. Channel:facetoface,scheduled(richness:high,spontaneity:low,timecommitment:

high)

4. Direction:downwardSteveJobsdoingallthecommunicatingoneway.

5. Frequencyandload:notoftenannual.Goodamountofinformation.

Observablesymbolsno

Physicallayoutdresscode:‘Thestaffworejeansandsneakers’,Sculleyabandonedhis

businesssuitinfavourofamorecasuallook.decor/offices:‘Roomswerenamedaftercreative

artistslikePicassoandRembrandt,

Communicationpatternsinformalinteractions

Stories‘SculleysentoutticketstoIndianaJonesandtheTempleofDoomtoemployees…

Practicesandbehavioursno

Values,beliefs,assumptions,feelingsEmphasizedindividualachievement,entrepreneurialism,

andcommitment,orperhapstobemoreaccurate,devotiontothecompany’.Attitudethatwas