Management

Siyu Zhang

MGMT 3312

May 21, 13

Murphy, M. (2013, May 10). How Time Cook Can Keep Apple Innovative. In Businessweek. Retrieved May 21, 2013, from http://www.businessweek.com/articles/2013-05-10/how-tim-cook-can-keep-apple-innovative

Article Summary

Apple faces a great challenge in today’s technology world. When Steve Jobs built the Apple technology family, he did a great achievement on inventing and promoting new products in his management team. And this had been a solid foundation for today’s Apple management team, which is led by Tim Cook. For him, now time the crucial for Apple because all management team has to face several challenges that may effect on Apple’s market. First challenge is the stronger competitors. Amazon, Samsung Electronic and Google all invent new products and keeping update the technology market. Apple has to “build a culture of innovation” (How Tim Cook can keep Apple innovative, 2013)to fight against with other competitors. Secondly, margin of innovation is small because Steven Jobs left the Apple almost matured and perfect for Tim Cook. And to invent higher level of products will be very strictly limited. Thirdly, the core value of Apple is already very impressive for consumers. It’s hard for Tim Cook to do any changes on the Apple’s “DNA”(How Tim Cook can keep Apple innovative), so the management team could lay more attention on ensure their products’ basic quality.

Relevance to the Material

This article’s content is relevant with some materials that I’ve learned in chapter ten, which talked about the “promoting innovation within the organization”. In terms of today’s Apple, the incremental innovation should be applied on the products because for most of Apple consumers they’ve already acquired the knowledge about the Apple, and Steven Jobs already built solid foundation on Apple’s products. Since Apple is successful on previous competition with its competitors, it needs three ways to step into a new milestone, which...