Donna Dubinsky and Apple Computer

Case Study: Donna Dubinsky and Apple

The case of Donnas Dubinsky and Apple Computer Inc is one of conflicting views, different perspectives, and firm beliefs for the company from both sides. Steve Jobs, founder and Chairman of Apple Computer Inc, proposes a new distribution system for the company and ultimate creates an internal conflict, those in favor of his new system against those in favor of the system already in place. Donna Dubinsky is the director of distribution and sales administration for Apple and she does not see eye to eye with Job’s proposal for a new distribution system. Conflict arises between the two sides, as Jobs’ proposal continues to gain support and popularity throughout the company, Dubinsky’s counterproposal also creates a buzz throughout the company.

For any company, a new proposal or idea is always followed by the question “why”. For Apple, Jobs’ proposal came in response to declining stock shares as well as a period in which the company began seeking new ways to cut costs within the company where possible. Dubinsky stood firm to her beliefs and faced the task of overcoming Jobs’ new proposal to create a new distribution system that would ultimately impact Dubinsky’s job but more importantly the direction of the company. In a company like Apple, innovation is valued, change becomes pivotal to the company in areas that involve cutting costs, but there will always be a different perspective and a conflicting view, it’s how the two sides deal with this change that ultimately defines whether the company emerges stronger or weaker.

Apple faced the issue of a newly proposed distribution system called “just-in-time” replacing the six existing distribution warehouses. The sudden change came directly from the chairman Steve Jobs who saw this new system of same day ordering and overnight shipping of products as a more efficient way to distribute the products. On the other hand, Donna Dubinsky completely opposed Job’s proposal, as she...