Apple Inc.'s Corporate Culture: The Good, the Bad and the Ugly
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
"No one denied that Apple's rise was aided immeasurably by his [Steve Jobs'] astonishing energy and persuasiveness and charisma and chutzpah (a word that he loved). And it was his personality that created the company's culture and mystique,"1
- Alan Deutschman, in The Second Coming of Steve Jobs.
"Apple is not Apple because of its technology. Apple is Apple because of the fervor with which its employees believe in the corporate mission... Apple's campus is a fortress. The people within believe that they are doing The Right Thing, and that they will win... passion for one's company is arguably a prerequisite for any company that wants to dominate its market."2
- Matt Asay, vice president of business development, Alfresco3, in 2007.
1] Alan Deutschman, The Second Coming of Steve Jobs, (Broadway Books, 2001).
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