资源描述：
《苹果公司成功分析》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、ThismaterialwasdevelopedbyJenniferSawaydaunderthedirectionofO.C.FerrellandLindaFerrell.ItisprovidedfortheDanielsFundEthicsInitiativeattheUniversityofNewMexicoandisintendedforclassroomdiscussionratherthantoillustrateeffectiveorineffectivehandlingofadministrative,ethical,orlegalde
2、cisionsbymanagementAppleInc.’sEthicalSuccessandChallengesINTRODUCTIONHeadquarteredinCupertino,California,AppleInc.hasexperiencedmanychallengesthroughoutitsbusinesshistory.In1997Apple’ssharepricewas$3.30.In2011itssharepricehadrisento$339.87.Forthepastfouryears,Applehasearnedfirst
3、placeamongFortunemagazine’sWorld’sMostAdmiredCompanies.Tomillionsofconsumers,theApplebrandembodiesquality,prestige,andinnovation.Thebrandisvaluedatmorethan$153billion,makingitthemostvaluablebrandworldwide.AlthoughcompanieshavetriedtocopytheApplebusinessmodel,nonehasbeenabletodis
4、coverwhatitisthatmakesApplesounique.ManybelievethatApple’ssuccessstemsfromacombinationofseveralfactors,includingtheremarkableleadershipskillsofCEOSteveJobs,acorporatecultureofenthusiasmandinnovation,andthehigh-techproductsforwhichAppleisknown.ThesecombiningqualitieshaveallowedAp
5、pletorevolutionizethetechnologyandretailindustries.APPLE’SHISTORYApple’sfirstproduct,theAppleI,wasvastlydifferentfromtheAppleproductsoftoday.ThisfirsthandmadecomputerkitwasconstructedbyAppleco-founderSteveWozniak.Itlackedagraphicuserinterface(GUI),andbuyershadtoaddtheirownkeyboa
6、rdanddisplay.Co-founderSteveJobsconvincedWozniakthatitcouldbesoldasacommercialproduct.In1976theAppleIwasunveiledattheHomeBrewComputerClubandputonsalefor$666.66.JobsandWozniakcontinuedtocreateinnovativeproducts.Soontheirnewcompany,AppleComputerInc.,hadsurpassed$1millioninsales.Ho
7、wever,themid-1980ssawsomedifficulttimesforApple.In1983thecompanyintroducedtheAppleLisafor$10,000.Theproductflopped.In1985SteveJobswasoustedafterinternalconflictswiththeAppleCEO.ItscomputerproductstheMacIandtheNewtonwerenotsuccessful,andthecompanyunderwentseveralCEOchanges.Withde
8、cliningstockprices,thefutureofApplewasinjeopard
