苹果案例分析英文版 Apple case problem

a) Problem identification
Apple is the most value company in the world today with over $620 billion US dollars (Benzinga, 2012). It is one of the companies that have management magic and is a good place has the managing power to create the conditions to attract good people to work in. Beside, Apple not only has innovation on their products, but also on management emotional technology and perfection(Schermerhorn et al. 2011, pp. 1-29). It is using the combination management approach which are combinedScientific approach and Behavioural approach. Schermerhorn et al. (2011, pp. 1-29) claims that “Apple hires people who are never satisfied, who are emotional about technology, and who collaborate in the spirit-and pursuit of –perfection.(Schermerhorn et al. 2011, pp. 1-29).”Indeed, they were invented, designed, and produced mobile phones, tablets, computers and software to gain customers’ satisfaction. In addition, Apple’s HR policy is to empower their employees. It gives them responsibilities in managing their own specific field such as production and sales. Incidentally, Apple has competition with Microsoft in software and operation system, but also in computer market, IBM, HP, Dell and Toshiba are the main competitors to Apple. Moreover, Apple has huge competition with Samsung, Sony and Nokia at its smartphone market which is the major part to Apple.However, in these situations, Apple’s problem has been exposed gradually. Since last CEO Steve Jobs gone, the company is start lackingcultural inherit and leading losing talented people.These are the dominating problems that Apple should face in next few years.
b) Theory/Model discussion
As this essay mentioned, Apple is using Scientific and Behavioural management approach combined together. Scientific approach is focus on managing at the production level to improve organisation efficiency via analytical technique. Therefore, they hire people who are very good at innovation at technology, as well as management methods. Thus, the Apple
Company become the most value company in the world with great market share. According to Kreitner (2004), Behavioural approach is “Successful management depends largely on manager’s ability to understand and work with people who have a variety of backgrounds, needs, perceptions, and aspirations.”O n the other hand, Behavioural approach is about self-management. To empower employees obviously is to give them responsibilities to self-management. Although Apple has these reasonable management methods to operate the company, but at present, they seems not giving enough power and space to employees to innovate.
c) Argument
Losing talented employees is leaded by lacking cultural inherit, lacking cultural inherit is because manage men are not imbue with thecorrectenterprise cultureand correct management approach as before. If not, the problems that Apple have will become more and more serious and leading other problems.
d) Recommendations
Manage men should continue carry out previous principle that is powering people to create and develop their ideas, and connecting emotion with technology in product to meet efficiency(Parr, 1992, p. 18). For example, managers could create open space for employees to innovate new stuffs, such as distribute 20% of work time for employees to make their own innovation.Do not limit their abilities and thoughts, encourage them when they work out a new idea, even it is not right fit.
Reference list
BenzingaInsight. (2012). Apple Now Most Valuable Company in History. Retrieved
from /sites/benzingainsights/2012/08/21/apple-now-most -valuable-company-in-history/
Schermerhorn, J. R., Davidson, P., Poole, D. Simon, A. Woods, P. &Chau, S. L. (2011). Management: Foundations andapplications, 1st Asia-Pacific Edition. Wiley: Milton Qld. ISBN: 9781742166346.
Parr, William C. (1992). A new paradigm for management. Survey of Business, ISSN 0099-0973, 1992, Volume 28, Issue 1, p. 18。