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Description Analyzing Apple Computer Body of Essay February 11 1999 Apple Computer Inc Recently Apple Computer Inc was ranked number nine in its industry for ComputerOffice Equipment by Fortune Magazine March 1999 Naturally companies such as IBM HP Dell and other big names in the industry preceded it However in 1997 Apple ranked number ten in its industry One step up the ladder may not seem like a lot but for Apple Computers Inc the climb to number nine has not been an easy one Apples image has changed from that of a dying company to that of an innovative high technology leader Heckman Fortune believes that the iMac helped put Apple back on the road to respectability March 1999 I would agree wholeheartedly but I think many other factors have also influenced this recent uplook in Apples future A Unique Culture In the past Apples do-your-own-thing ignore-the Establishment philosophy gave them a unique culture of rebels which propelled them to the top of the computer industry Ferrel Hartline Lucas Luck In todays business world however this culture has hindered Apples growth and almost resulted in its obsolescence This culture created strife within the company pitting the inventive engineers and programmers who developed products against the managers Apples technical personnel were very tough to supervise This led to the breakdown of cohesion and cooperation between departments as well as all levels of management The result was a company run largely by consensus that resented change Ferrel Hartline Lucas Luck Not to mention that the organization clearly lacks a mission statement goals and objectives by which to set their standards of work and progress by This lack of a mission goals and objectives to strive for led to the lack of a strategic market plan that would have adjusted to the changing markets and kept Apple in the running As the chief executive of Apple I
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