Apple Inc. vs. the White House, or "Those Jobs Aren't Coming Back"
Apple has developed a strong identity based on values of creativity, individual expression, emancipation, disruption, etc. Steve Job's successor, Tim Cook, is vocaly advocating for different social causes aligned with those values. However, it is doubtful whether Apple's policies and operations are truly consistent. A number of issues have been raised regarding Apple's tax paying policies, job destruction in the US, or cooperation with national security authorities putting privacy in risk. Recent political and socio-cultural events in the US and in other areas, are puting pressure on Apple and Tim Cook, who must decide what attitude and strategy to follow in reaction to newly elected President Trump, who is known for denouncing the company's position on those issues.
Collection: IESE (España)
Ref: BE-205-E
Format: PDF
Number of pages: 18
Publication Date: Nov 16, 2020
Language: English, Spanish
Description
Apple has developed a strong identity based on values of creativity, individual expression, emancipation, disruption, etc. Steve Job's successor, Tim Cook, is vocaly advocating for different social causes aligned with those values. However, it is doubtful whether Apple's policies and operations are truly consistent. A number of issues have been raised regarding Apple's tax paying policies, job destruction in the US, or cooperation with national security authorities putting privacy in risk. Recent political and socio-cultural events in the US and in other areas, are puting pressure on Apple and Tim Cook, who must decide what attitude and strategy to follow in reaction to newly elected President Trump, who is known for denouncing the company's position on those issues.
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Year: 2016
Geographic Setting: China, Estados Unidos, Europa
Learning Objective
This case might be used for different purposes. Issues at stake are basically: how the values of a global company are reflected in its operations and social actions, and how those might be helpful to build a brand and create engagement, but also might conflict with other social values in certain geographical areas, or emerging values anywhere. The discussion could also focus on how to navigate political turmoil and pressure, when those values are at stake, especially in a case in which resisting big bureucracies has been a trademark of the company's public behavior.
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"Apple Inc. vs. the White House, or "Those Jobs Aren't Coming Back""
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