Apple Computer Inc. is an American multinational corporation founded on the first of August, 1976. Strong because of its 35000 employees, the firm dropped the word 'Computer' in 2007. Created by Ronald Wayne, Steve Wozniak and Steve Jobs, Apple is currently a significant success. Nowadays, in the globalization context, a company must take into account the importance of culture in it's daily tasks. Indeed, to be competitive in the market, the firm must develop a synergy between its staff and stakeholders. To improve these relationships, lots of researchers wrote theories about organizational culture. For example, this is the case of Schein, the author of 'Organizational culture and Leadership'. In this essay, by using some of his theories we will learn more about the corporate culture of the American multinational corporation Apple Inc. This essay first deals with surface manifestations. Next, it will demonstrate some important values of the company. After going through some theories of Jonhson, we will indorse Hedgar Schein's ones to better understand the corporate culture of Apple. These theories will talk about the symbols (logo) and the organizational culture by using several cases to illustrate the ideas. With each theorist, we will see a small suming up of his main ideas. Next, we will answer to a question about the company Apple Inc. How performance and innovation are linked, and how it is reflected by the products of the firm?
Tags: Apple organizational culture, Apple corporate profile, Apple corporate values, Apple organizational change, Organizational structure of Apple Inc.
[...] The company has changed the apple logo three times. On the first logo we could see a drawing of Isaac Newton and his link to the fruit. But this changed rapidly. Designers worked on the way to best represent the company. As a result, the fruit seems to emerge as an obvious symbol. Rob Janoff introduced the multicolored apple. The key element of the fruit is that it is eaten. Here, the metaphor took all its meaning and represented the will of the firm to eat the world. [...]
[...] In the manner in which these goods develop, Apple Inc moves with the progress. According to Tellis (2009), radical innovation is an important driver of the growth, success, and wealth of firms and nations. Steve Jobs understood that, and bet everything he could on an innovative process. When he came back as the head of the company in 1997, he brought a new kind of corporate culture, based on innovation and the importance of the Human Being. Apple's products are clearly linked to his thirst to be forward-looking. [...]
[...] It perfectly represents the aim of Apple Inc, which is to, firstly, work more with the universities, and secondly, create their own private university in order to form the best workforce possible. This policy is increasing. Indeed, nowadays, more and more prestigious universities (Harvard, MIT etc), work with important companies. This is a way for the student to discover the professional world, and apply their abilities to a concrete task. Moreover, it is a way in which firms may take advantage of brilliant students. [...]
[...] In conjunction with Kevan Scholes, they show how culture is important to reinforce the strength of a company. They pointed out the six elements that a firm can play with, to highlight its culture. These six dimensions are the rituals and routines, the stories, the symbols, the organizational culture, the control systems and the power structure. By using some of the elements, we will illustrate the way the company works and plans for the future. We will also see if these theories help Apple Inc to be competitive, and face numerous competitors. [...]
[...] The first two affect the third level of corporate culture which consists of the basic assumptions. Basic Assumptions represent values unconscious. These three parts of Schein's theory will help us explain the goals of Apple's organizational culture. Some artifacts, that are one kind of surface manifestations, are obvious. One of the best examples is their state-of-the-art technology. Their means of working has led the company to take its place amongst the top multinational firms globally. More importantly, Apple Inc. is personified by Steve Jobs, who is an icon. [...]
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