Apple, One of the most famous organizations in the world known for its technical innovation year on year was founded on 1st April 1976 and headquartered at California. Apple is known for its software, desktop, laptops, mobile I Phones, I Pod, applications, television, I Pad, etc. (About Apple, 2013)
Apple has been on the continuous verge of innovation since its time of incorporation. Founded by Late Mr. Steve Jobs, this company was known for its product launch especially. The biggest example of dedication towards new viewpoint and innovation was seen in 2007, the day Apple Computers was named Apple. Steve Jobs announced the new I Phone, this gave the world a news which company is now diversifying and going on different product lines. (Apple, 2007)
In last five – six years, Apple has been showcasing its innovation and challenging their own products again and again. Although they are coming up with product and software up gradation recently, we now expect some major new product and new software development.
Table of Contents
Introduction:
Executive Summary:
Corporate Entrepreneurship Strategy:
Sources of Innovation used by Apple:
Different Viewpoint towards Apple’s Innovation:
Case Analysis on Apple’s Innovation:
Was this decision of not Incorporating Innovation Correct?
Unique Ideas by Apple:
Organizational Structure Supporting Corporate Entrepreneurship:
Demonstration of Innovative Performance from Apple in previous Years:
Innovative Audit of Apple:
Calculation of the Innovation Audit:
Diagramatic Representation of the Innovation Audit:
Analysis of the Audit:
Corporate entrepreneurship change Programme for Apple:
Current opportunities and threats:
Conclusion
Research Objectives and Core Themes
This report evaluates Apple's corporate entrepreneurship strategy and its evolution in the post-Steve Jobs era. It analyzes whether the company's historical innovation pace has been maintained or if it has slowed, while identifying potential future directions to regain its market-leading position.
- Evolution of Apple's product innovation from computers to mobile devices.
- Application of the Innovation Audit (Tidd and Bessant's diamond model) to assess corporate performance.
- Analysis of organizational structure and work culture in fostering innovation.
- Market challenges, including emerging competition from companies like Samsung and the rise of phablets.
- Strategic recommendations for future corporate entrepreneurship initiatives.
Excerpt from the Book
Corporate Entrepreneurship Strategy:
Corporate Entrepreneurs are those, who being in the corporate environment have an innovative and unique edge of taking the company to the next level of achievement. Steve Jobs was very famously known for his entrepreneurship skills through which he went on with innovation every day and guided many misguided minds to think freely and come up with ideas that can improve the functioning of the organization. (Entrepreneurship Staff, 2013)
Corporate Entrepreneurs are the ones who can think how the future can be, can predict people’s behavior down the line, can sense the technology which would be forthcoming. These people are not special people with some sixth sense. It is like when you hear about a new scheme or a new technology; many people laugh on it and forget it. The one who keeps in mind, thinks over it and puts it into practicality is the one who can foresee that trend in the future. In short it is not any sixth sense, but positive thinking. Apple never tried to fight competition by lowering its prices, never gave any discount, no free accessories, which all other brands at that time did. Apple always maintained its dignity as a premium brand and didn’t launch many phones unlike others.
Chapter Summaries
Introduction: This chapter provides a brief history of Apple, highlighting its foundational dates and its global reputation for technical innovation since 1976.
Executive Summary: This section summarizes Apple's market shift toward mobile devices, the introduction of the contract-based sales model, and its focus on service ecosystems like iTunes and the App Store.
Corporate Entrepreneurship Strategy: This chapter defines the role of corporate entrepreneurs and contrasts Apple's premium brand strategy with those of its competitors.
Sources of Innovation used by Apple: This chapter examines how Apple integrates product development with service support to maintain its innovative edge and generate income.
Different Viewpoint towards Apple’s Innovation: The author discusses the transition of leadership from Steve Jobs to Tim Cook and offers a critical perspective on the company's subsequent innovation velocity.
Case Analysis on Apple’s Innovation: This section analyzes specific technological decisions, such as the exclusion of NFC, and explores whether this cautious approach to innovation is appropriate.
Unique Ideas by Apple: This chapter explores features like iCloud and the ecosystem integration of Apple devices as key drivers of user retention.
Organizational Structure Supporting Corporate Entrepreneurship: This chapter investigates how Apple's corporate hierarchy and work culture influence the generation of new ideas.
Demonstration of Innovative Performance from Apple in previous Years: A review of historical product performance, from Macintosh desktops to the evolution of iPods and iPads.
Innovative Audit of Apple: This chapter utilizes the Tidd and Bessant diamond model to quantify Apple’s innovation management capabilities across various business dimensions.
Corporate entrepreneurship change Programme for Apple: This chapter proposes strategic changes, such as re-initiating brainstorming meetings and student internship programs, to revitalize Apple's innovation pipeline.
Conclusion: The final chapter summarizes the current state of Apple, emphasizing the need for significant new product development to regain its status as an innovative market leader.
Key Terms
Corporate Entrepreneurship, Innovation, Apple, Steve Jobs, Tim Cook, Product Strategy, Market Share, NFC, iCloud, Innovation Audit, Smartphone, Phablet, Brand Image, Organizational Culture, Technology Trends
Frequently Asked Questions
What is the core focus of this document?
The document focuses on analyzing Apple's innovation strategy, its organizational structure, and its ability to maintain its market-leading position through corporate entrepreneurship in the post-Steve Jobs era.
What are the primary thematic areas covered?
The themes include product evolution, leadership transition, innovation auditing, organizational culture, and responding to competitive threats from companies like Samsung and Google.
What is the main objective of this study?
The primary goal is to evaluate if Apple's current innovation trajectory meets customer expectations and to provide recommendations for future growth.
Which scientific methodology is employed?
The study utilizes the "Innovation Audit" method by Tidd and Bessant, also known as the diamond model, to assess and quantify different dimensions of Apple's innovation management.
What is discussed in the main body of the work?
The main body covers historical performance, specific case studies like the exclusion of NFC, analysis of the corporate culture under different CEOs, and an audit of the company's innovation processes.
Which keywords best characterize this work?
Keywords include Corporate Entrepreneurship, Innovation, Apple, Steve Jobs, Market Share, and Innovation Audit.
How does the author characterize the shift in leadership?
The author argues that Tim Cook has struggled to maintain the same pace of innovation and the unique brand image that was established under Steve Jobs.
What are the specific threats identified for Apple?
Key threats include aggressive competition from Samsung, HTC, and Google, the saturation of the tablet market, and the rise of the "phablet" device category.
- Quote paper
- Billy George (Author), 2013, Apple. Then and now, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/270205
