Apple A

Name: Apple A
SKU: 9B12M027_P

Mary M. Crossan; Thomas Watson

Product #:9B12M027_P

Supplier:Ivey

Discipline:Entrepreneurship, General Management, International Business, Organizational Behaviour/Leadership

Setting:United States, 2011

Details:Case (PDF) • 11 pages • 2012-03-05 (Rev: 2017-01-24)

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The Apple A and B cases provide two different perspectives on the evolution of the computer and electronics firm Apple and are designed to evoke debate about models of strategy, organization, and leadership. The A case presents the story of Apple from a hindsight rational analytic perspective in which students are able to apply a variety of models about strategy, organization, leadership, and innovation. The B case presents a more nuanced, critical account of Apple’s development, attributing some of its success to happenstance and good fortune, and also raises questions about Jobs’s leadership.

Learning Objectives

The contrasting stories of the two cases are designed to elicit thoughtful debate in the service of considering the implications for the fact/fiction of the information we receive, our capacity to make sense of that information, and how we can apply that understanding to how we manage and lead. This case series lends itself to a group exercise in which teams compare and contrasts the two cases, draw key insights, and draw implications for students’ own development and careers.

Apple A

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Learning Objectives