Case Study Of Steve Jobs Personality And Attitudes Drove His Success

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“Management in Action” Case Study Final Report
Chapter 11: Steve Job’s Personality & Attitudes Drove His Success
As presented by: Mary Major
September 22, 2017

Case Study Overview/Summary Apple, Inc is a multinational technology company that was founded by Steve Jobs, Steve Wozniak, and alongside Ronald Wayne on April 1, 1976 to develop and sell personal computers. Apple, Inc was formerly known as Apple Computer, Inc. Jobs and Wozniak were introduced to each other in 1971, through a mutual friend, Bill Fernandez, who later became one of Apple’s earliest employees. They had much in common and shared their passion for technology, in fact they even sold a van to come up with the extra cash for startup costs and started what would eventually
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Jobs thought the name sounded “fun, spirited, and non-intimidating,” after speaking to Byte Magazine in December of 1984. Neither Jobs nor Wozniak had a better selection for a name picked out so they went with it; not to mention, the name likely benefitted by beginning with the letter “A,” which meant it would be near the front of any listings. With the name picked out, it was likely that the name “Apple” came with a logo to brand their company. The company’s original logo was a rather complicated illustration of Sir Isaac Newton sitting under an apple tree. Later, the company settled on a bite out of an apple as their logo which was a far simpler logo design. There are many theories about the reasoning behind this logo, however, according to Rob Janoff, the designer who created it, the connection is simply, “A wonderful urban …show more content…
Jobs was Apples visionary and he put together a team called the Macintosh team who helped him in creating his very own product, called the Macintosh computer in 1984. After a power battle between Jobs and Sculley, Jobs was stripped from all his responsibilities and removed from his position in the Macintosh group. Jobs left Apple only to return in 1997, saving the company from near bankruptcy. It was during that time, that Jobs passion for the company he had created and his controlling nature began to sink in. He led his team to do the impossible and made it possible. He changed the focus of the group from profit maximization under the influence of Sculley back to making innovating products that customers wanted, which included the iMac, PowerBook, iPod, and lastly the

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