Organisational Behaviour and Its Application at Apple - Case Study Example

Organisational Behaviour and its application at Apple Name Institution Organisational Behaviour and its application at Apple Introduction Organisational behaviour refers to the aspect of business studies, which is essential in the investigation of the influence of the organisational structures on the behaviour of the organisations. One of the continuously growing business entities in the global context is Apple. Apple focuses on designing Macs, the best personal computers in the world, as well as the OS X, iLife, iWork, and professional software. The organisation has been on the forefront towards leading the revolutionising of the digital music under the influence of the iPods and iTunes online stores. Similarly, it is essential to note that Apple continues to reinvent mobile phone through the revolutionary iPhone and App store, thus the platform for defining the future of the mobile media, as well as computing devices under the influence of the iPad. During Steve Jobs’ regime, the institution did focus on the generation of products as a tool towards the improvement of quality of humankind, as well as life. From this perspective, the institution demonstrate intense focus on the production of high-quality products from a functional, as well as aesthetic approach, thus integrating or incorporating all the spheres of the product’s life cycle. Moreover, during Steve Jobs’ regime, the company did have the tendency of ensuring that all actions or activities did flow through him. Nevertheless, the modern organisational approach ensures the utilisation of a collaborative approach. The new organisational structure focuses on the demonstration of flexibility, simplicity, and efficiency in the decision-making in accordance with the demands and expectations of the target audiences. The purpose of this research essay is to evaluate the organisational behaviour with reference to the case of Apple. In the course of executing this purpose, the focus will be on the leadership and management strategies, as well as teamwork and decision-making strategies. Furthermore, the research paper will consider assessment of the marketing strategies, emotional intelligence, innovation, conflict management, and negotiation strategy while using the company as the reference. Leadership & Management Strategies Following the death of Steve Jobs, Tim Cook took over the leadership of Apple as the CEO with diverse leadership, as well as management skills, which aim at exploitation of the potential opportunities in pursuit of competitive advantage within the market and industry of operation. Steve Jobs did come out as unconventional leader, thus the utilisation of various management styles, which did not relate to the stuff of the university textbooks concerning the essence of effective leadership (Heracleous & Klaering, 2014). Steve Jobs did focus on the utilisation of sheer genius in the course of combining his ability to articulate the vision while motivating and integrating the employees, investors, and customers in pursuit of sustainability and competitive advantage within the market and industry of transaction. Steve Jobs was a visionary leader who focused on the use of transformational leadership style to enhance the contribution levels of the employees in pursuit of sustainability while adhering to the demands and expectations of the consumers within the market and industry of transaction (Heracleous & Klaering, 2014). Steve Jobs did focus on exerting his control over every aspect of the business with the intention of achieving perfection, thus the tendency to control the big and the little. One of the leadership skills, which Steve did use, was patience. In addition, Steve did learn on how to be more sensitive to the physical limits in relation to how individuals could work while moderating his demanding behaviour in pursuit of competitive advantage (Heracleous & Klaering, 2014). Nevertheless, Steve Jobs did focus on the integration of his inspirational and motivational skills with the objective of ensuring that consumers obtain quality products while the company enhances its image and reputation as a creative and innovative entity. On the other hand, Tim Cook has focused on building incredible products, which consumers love, thus pursuit of similar goals to Steve Jobs. Nevertheless, Tim Cook continues to pursue superior customer experience rather than the market share. This is evident in the utilisation of the management team towards realisation of success. In addition, Tim Cook also focuses on the integration of appropriate approaches to motivate the management team, thus the opportunity to ensure that the company achieves its goals and targets at the end of the fiscal period. From this perspective, it is essential to note that Tim Cook seeks to implement a new dimension of leadership style to Apple with the objective of placing more trust in others rather than being impulsive, as well as manipulative. These management and leadership styles have been essential in ensuring that the company remains reputable and ideal in the global or international context while adhering to the demands and expectations of the consumers. Teamwork Apple is one of the business entities, which has been on the forefront in the course of embracing and exploiting the essence of teamwork. Steve Jobs focused on the creation of a work environment, which was inspiring, thus enabling all employees to engage in the creation and production of the quality products in accordance with the demands and expectations of the consumers within the market and industry of operation. From Apple’s perspective, effective teams have the obligations of utilising clear goals under the influence of results-driven structures. In addition, such teams have the responsibilities of incorporating competent team members, as well as the unified commitment to exploit the collaborative environment (Fan, Lau, & Zhao, 2015). Apple has effective teams operating under the influence of high standards while utilising external support, inspiration, and encouragement from the management team in pursuit of sustainability and competitive advantage within the industry and market of operation. This relates to the usage of the principled leadership to ensure that the teams work effectively and efficiently in accordance to the demands and expectations of the consumers within the industry of transactions. It is essential to note that Steve Jobs did have the smartest, talented, and motivated personnel around him, thus the perfect platform for the enduring success by the Apple in the course of adhering to the demands of the consumers. One of the critical teams in the course of the achievement of the goals and targets by Apple is the MobileMe. Apple is a brutal and unforgiving environment in relation to the strict enforcement of accountability, as well as integration of swift decisions and the eventual articulation of the communication process from the top, through the teams, to the lower levels, in pursuit of competitive advantage against the major competitors within the industry. Steve Jobs did focus on the management of such teams as a corporate dictator (Lazonick, Mazzucato, & Tulum, 2013). This is because of the tendency to ensure that all activities, plans, and actions relating to Apple did pass through him, thus the provision of unconventional management and leadership styles to aid the achievement of the goals and targets by the company. Nevertheless, Steve Jobs did focus on the creation of quality environment for the maximisation of the goals and targets at the end of the fiscal or strategic period. Emotional Intelligence and Conflict Management From a consumer perspective, not all buying decisions are rational or logical. Nevertheless, it is essential to note that most purchases or procurements have the tendency of involving certain rational consideration. The final decisions come from an emotional place based on the essence that human are emotional creatures with the tendency to use or abuse reasoning in the course of making various decisions. It is critical to demonstrate the fact that most consumers use emotions in the course of driving their purchasing decisions. Certain brands tend to communicate critical messages or information in relation to what they are, as well as whom the people that buy them seem to be in the satisfaction of their needs (Lazonick, Mazzucato, & Tulum, 2013). For instance, in the course of buying an Apple iPad over a Kindle Fire HD, there are certain elements of communication or interaction between the brand and the consumers during the decision-making. These two products tend to have similar features, roughly same size and weight, but one cost significantly more than the other does. If the purchase decision of the tablet was merely or solely rational, consumers might choose the Kindle. This raises the question as to why iPad is the top-selling tablet in the global context. It is vital to highlight the essence that Apple has the tendency of differentiating itself through connecting relevant products to the consumers rather than just their financial prowess. In addition, procuring Apple products proves to be easy because of the friendly face in stores, as well as fewer product choices and simpler interface and usability. This relates to the usage of emotional intelligence to appeal to the emotional aspect of the consumers to procure quality products and services at their disposal in the market and industry. Similarly, Steve Jobs did focus on the utilisation of three EI competencies: power of vision, confidence, and change catalyst in the course of achieving and demonstrating success, as well as perseverance. This is through the usage of inspirational leadership as one of the component of EI in the course of catalysing others in relation to the need for change in pursuit of the goals and targets at the end of the fiscal period (Lazonick, Mazzucato, & Tulum, 2013). In the course of managing diverse conflicts, the organisation focuses on the usage of a critical process and policy. Nevertheless, the most appropriate approach towards handling the conflicts among employees is the mediation. This approach proves to be effective and efficient in the course of ensuring quality and positive relationships among the employees seeking to achieve competitive advantage within the market and industry of operation. On the other hand, the organisation focuses on the usage of legal attributes in the process of managing diverse conflicts with external entities with the objective of reaching an effective and efficient conclusion. Innovation & Creativity Apple focuses on innovation and creativity with the intention of enhancing its competitive edge and sustainability within the market and industry of operation, thus the perfect platform for ensuring the achievement of the long-term value. The organisation focuses on the generation of a competitive edge, thus the opportunity to offer quality products and services in accordance with the demands and expectations of the consumers. This is through enhancing innovative or creative ideas in the team or group meeting while adhering to the beneficial aspects of lean management to address the needs of the consumers within the industry of operation. In addition, Apple focuses on the usage of inclusion or diversity with the intention of inspiring innovation. From this perspective, it is essential to understand that great ideas tend to push the world forward. These ideas can come from anywhere, thus the tendency of the Apple entity to rely on the employees’ diverse backgrounds and perspectives to spark the essence of innovation. The company believes in quality for everyone regardless of the race, age, gender identity, religion, sexual orientation, and ethnicity (Lazonick, Mazzucato, & Tulum, 2013). Innovation enables the company to evade competition through focusing on the usage of differentiation strategy in accordance with the demands and expectations of the consumers within the market and industry of operation. Similarly, innovation ensures that the company provides quality products and services while adhering to the ethical aspects of competition within the market and industry of transaction, thus the competitive edge within the technological industry. Marketing Strategy In the course of evaluating the marketing strategy, it is vital to integrate the marketing mix, which is vital in the process of understanding the price, place, promotion, and product. Apple has focused on the usage of the marketing mix with the objective of creating specific inroads within the technology market. This is through the tendency to manipulate, as well as development specific or particular approaches to the 4Ps of the marketing in the course of establishing its place within the market place. In addition, the organisation has been on the forefront in demonstrating specific flexibility concerning the marketing reality with reference to product, price, promotion, and place. It is critical to note that Apple’s use of marketing mix is evident in various situations under the influence of a litany of products. In the first instance, Apple’s approach to pricing part of the marketing mechanism proves to be flexible. From this perspective, it is ideal to note that Apple focuses on featuring products, which can be tailor-made to fit into a particular budget of the consumer or customer seeking to satisfy his or her needs. These approaches are valuable in the course of securing how a consumer or customer will not be ‘priced out of the market’. For instance, Apple has the tendency to offer diverse pricing approaches in relation to their table, the iPad. This relates to the iPad Mini or obtaining one with or without a retina eye display. Furthermore, the same approach is applicable to the case of iPhone in relation to the specific contractual agreements with the diverse phone carriers. The approach is valuable in the course of securing an elasticity of price, thus enabling consumers to evade the feeling of alienation or threats while seeking to satisfy their demands, as well as expectations within the technological market (Baum, Hackstein, & Mehling, 2012). Secondly, Apple focuses on the usage of appropriation of place with the intention of enhancing its image, reputation, and the eventual market share, as well as the perfect consumer experience. It is valuable to highlight the fact that Apple has been able to capture the changing dynamics of the 21st century marketplace. Integration of the Apple Stores has focused on exploitation of the online accessibility, as well as service of the Apple products. The Apple store continues to become a physical location where people can go to with the intention of examining new products while gaining insight on the technical maintenance. Similarly, Apple continues to develop a strong presence on the internet platform with the intention of facilitating the electronic shopping, as well as technical support. Establishment of the physical sense of place in the form of the Apple stores and the electronic on the online accessibility show Apple’s approach to the ‘place’ aspect with reference to the integration of effective and efficient marketing mix to address the demand of the consumers (Baum, Hackstein, & Mehling, 2012). Promotion of the products is one of the significant aspects of marketing in relation to the case of Apple. This aspect of the marketing mix has been essential in the course of ensuring that Apple becomes a strong point within the marketplace. For instance, the infusion of the Apple products into schools has been vital in the process of establishing the promotion approach particularly effective with young people. Classrooms with iPad tablets, as well as MacBook laptops contribute to the enhancement the aspect of the promotion. Similarly, the product placement has been vital in the course of driving Apple’s brand promotion (Baum, Hackstein, & Mehling, 2012). Moreover, the institution focuses on the usage of celebrity endorsement through incorporation of celebrities such as Ellen DeGeneres to talk about the picture they take using their iPhones. On the other hand, the iPhone itself has the tendency of carrying with it a brand appeal, which continues to enhance through effective promotion and marketing. Additionally, Apple’s promotion of its products continues to demonstrate the brand as a necessary aspect of the technological culture within the modern or contemporary society. Fourthly, Apple has the tendency of using marketing mix with its products with the intention of ensuring that they will be relevant in accordance with the personal computing expectations. This is through focusing on the development of distinctive products as a part of the product development (Baum, Hackstein, & Mehling, 2012). For instance, iPod was critical in the current development of the personal electronics. Similarly, iPhone was equally vital in the process of helping in defining the contours of the cellular phone market. The features of the iPad are significant in the establishment of its product niche in the marketplace and technological industry. Apple focuses on the integration of an aggressive approach to the branding of the products, which carry its name. This is through usage of the technology, which is much lighter, more compact, and capable of executing more duties while infusing the personalised approach, which intends to appeal to the consumers. These attributes are essential in ensuring that the company is approach and essential in the implementation of the marketing strategy in accordance with the demands and expectations of the target audiences within the market and industry of operation. Negotiation Strategy Jobs did focus on the generation of an effective negotiation strategy and elements. In the first instance, there is need to set the perfect stage for the negotiation. For instance, Apple and HarperCollins did focus on discussing the potentiality of bringing the eBooks into the iTunes store for the launch of the iPad. It is essential to note that Apple did present its standard contract, thus the opportunity to set the stage of the negotiation process. Apple thrives in negotiations because of the potentiality of the management to understand the importance of the negotiation (Devlin & Combs, 2015). In addition, it is critical for the organisation to demonstrate understanding of the context, thus the opportunity to illustrate why its proposition is better. Apple has the tendency of demonstrating both kinds of value in the course of negotiating, thus the opportunity for the management to lay out the reality during the process. Similarly, it is appropriate to consider utilisation of the emotion since the process is more than being a rational or logical one. From this perspective, Apple demonstrates effectiveness and efficiency in relation to the utilisation of the strategies to negotiate effectively and appropriately in accordance with the values and mission statement. Decision-making Decision-making refers to the identification, as well as choosing alternatives in accordance with the values and preferences of the decision-maker. From this perspective, making a decision implies that there are alternative choices, thus the need for the decision-maker to choose the one that best fits with the goals, desires, values, objectives, and so on. There are two aspects of decision-making: individual and organizational decision-making. Apple has the tendency of using behavioural decision-making technique with the intention of maximising the perfect opportunities within the market and industry of operation. Apple tends to use top-down approach in the process of making quality decisions. It is essential to note that the decision-making process depends on the exclusive group of people in gathering information and ideas. Nevertheless, the CEO has the obligation, duty, and responsibility of making the final critical decision. This indicates exclusion of the low-level employees in spite of the fact that they experience direct influence or implications from the decisions by the company. Apple considers one as a magic number. For instance, during Steve Jobs’ regime as the CEO of the company, every critical decision was his responsibility or obligation. Nevertheless, following the death of Steve Jobs, the company did decide to change the process of decision-making. This is through utilisation of the centralised seasoned approach for the executives seeking to implement and transform the vision and direction by Steve Jobs to enhance the image and reputation of the firm. Steve Jobs did succeed in the generation of an organisation, which did reflect the way he thinks without actually involving the teams in the decision-making process. This is through the generation of a groupthink aspect, thus the perfect platform for interaction and engagement with the employees in pursuit of competitive advantage within the market and industry of operation. From Apple’s perspective, principles are vital to the generation of good decisions because of the tendency to provide a framework for what the organisation wants to achieve, as well as prioritisation of what must happen. Additionally, it is essential to note that ideas, rather than the organisational structures, must rule in the course of generating quality and appropriate decisions in accordance with the demands and expectations of the customers. It is critical for the company to consider making smart decisions rather than concentrate on who makes the decisions. The right decisions have the tendency of pushing forward the ideas, thus the opportunity for the organisation to enhance its image and reputation within the market and industry of operation. The principles are vital in ensuring that the shareholders and employees are open to change, thus effectiveness and efficiency in the management of change. Conclusion Conclusively, organisational behaviour refers to the aspect of business studies, which is essential in the investigation of the influence of the organisational structures on the behaviour of the organisations. The purpose of this research essay was to evaluate the organisational behaviour with reference to the case of Apple. In the course of executing this purpose, the focus was on the leadership and management strategies, as well as teamwork and decision-making strategies. Furthermore, the research paper did consider assessment of the marketing strategies, emotional intelligence, innovation, conflict management, and negotiation strategy while using the company as the reference. Categorically, it is essential to note that the company focuses on integration of diverse strategies while focusing on the innovative approaches to offer quality products in accordance with the demands and expectation of the target audiences. In addition, the institution focuses on utilisation of the behavioural decision-making to enhance the image and reputation of the firm in the technological industry. References Baum, M., Hackstein, M., & Mehling, M. (2012). Strategic Marketing: Assessment of why the Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace. GRIN Verlag. Devlin, M., & Combs, J. (2015). From Apple to Omega: an analysis of brand placement in 2010 top-earning films. Journal of Global Scholars of Marketing Science, 25(1), 75- 90. Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying Big Data Analytics for Business Intelligence through the Lens of Marketing Mix. Big Data Research, 2(1), 28-32. Heracleous, L., & Klaering, L. A. (2014). Charismatic Leadership and Rhetorical Competence: An Analysis of Steve Jobs’ Rhetoric. Group & Organization Management, 1059601114525436. Lazonick, W., Mazzucato, M., & Tulum, Ö. (2013, December). Apple's changing business model: What should the world's richest company do with all those profits?. In Accounting Forum (Vol. 37, No. 4, pp. 249-267). Elsevier. Read More