Introduction
Apple, a long time competitor in the personal computer market, has in the past taken a back seat to their rivals, and was even was on the verge of bankruptcy. The problem for Apple was their paradigm - if an innovation did not come from within Apple, they did not want to know about it. When Apple made a paradigm shift in the mid-nineties their business changed and prospered. Apple brought in inventions from outside the company, they redesigned their supply chain and forged very unusual partnerships to gain a competitive edge. Will they be able to maintain this edge against major competitors who are keen to knock Apple off its towering tree with product developments and strategic alliances of their own? Will Apple's closed mindedness creep back in, and see them repeat costly mistakes from the past and lose their advantage? Using the framework provided by Wells (1998) three strategies are recommended that focus on technology, marketing and the development of the......
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Approximate Word Count: 4400
Approximate Pages: 17 (260 words per double-spaced page) |