The paper 'How Culture Is Expressed in Apple Inc" is a good example of a management case study. Each and every company has its own culture. According to Wooten (2010), and organisational culture entails “ the shared beliefs, principles, values, and assumptions that shape behaviour by building commitment, providing direction, establishing a collective identity, and creating a community” (p. 8). Thus, culture manifests itself in the overall behaviour of the company in order for the organisation to adapt to the environment it operates. Essentially, the culture holds the company strategy together. However, culture is only effective if the management is able to align it with values, resources, goals and the organisation’ s environment.
At Apple, the management has created a culture whose driving force is the desire to make great and unique products. Consequently, the key strategy of the company has been innovation and creativity. All employees are challenged and encouraged to take up this as they work towards producing unique products meeting the demands of consumers. This paper explores the concept of organisations culture and how this expression helps or hinders the organization’ s effectiveness using apple as a case study. Brief Historical Background Apple Inc.
was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald G. Wayne. At that time, the company was referred to as Apple Computer Company. According to Iliev et al (2004), the three set their initial business goal that was to see the company grow to $500 million in a period of ten years. However, they were surprised when the company passed that target within a period of five years. By then, the microcomputer industry was only characterised by companies involved in “ the manufacture and sale of small desktop computers” (p.
11). More so, the central processing units of these microcomputers were the microprocessors. The major players in the industry in the mid-1970’ s were IBM (they were producing what was termed as the “ industry benchmark” ), Atari, HP (AT& T) and Commodore.
Apple Insider, 2012. Apple's iPhone believed to account for record 8% of global mobile phone market. [Online] Available at:
Bajarin, T., 2011. How Apple Outsmarts Its Competitors. [Online] Available at:
Digital Marketing, 2011. Apple’s 2011 competitors. [Online] Available at:
Hawn, C., 2004. If He's So Smart...Steve Jobs, Apple, and the Limits of Innovation. [online] Available at:
Iliev, V., Lindinger, A. & Poettler, G., 2004. Apple Computer Inc. Strategic Audit. [online] Available at: http://www.andreaslindinger.net/downloads/strategicmgmts- lindingeretal.pdf. [Accessed on July 30, 2012].
Modi et al, 2010. Software Engineering Team Project on Apple, Inc. [Online] Available at: http://www.cse.ohio-state.edu/~patali/files/Apple_Inc.pdf.> [Accessed on July 30, 2012].
Ragnetti, A., 2011. Innovation, Management, Simplicity. [Online] Available at:
Richey, J., 2008. Financial Analysis of Apple, Inc. [Online] Available at: http://cntb.express- files.com/?q=exploring+strategy+9th+edition+pdf&wmid=000&subwmid=352b&ca=eb6 4cb7bceb55cdb248b6a591e0b2fb4> [Accessed on July 30, 2012].
Satariano, A., 2012. Bloomberg News. Apple IPhone 5 May Debut in October, Analyst Munster Says. [Online] Available at: < http://www.businessweek.com/news/2012-04-19/apple- iphone-5-release-may-come-in-october-piper-jaffray-says> [Accessed on July 30, 2012].
Wooten, L. P., 2010. Building a Company the Steve Jobs’ Way: A Positive Deviance Approach to Strategy. [online] Available at: