In contrast, Spindler's strategy focused on reorienting the organization back to it's core markets - the kindergarten through high school market and the desktop publishing market.
Spindler also worked to promote Apple as a technology leader, and made a commitment that Apple would never be competitively overpriced again.
Amelio's strategy was to reorganize operational procedures and create efficiencies and efficacies.
His strategy on pricing was completely contrary to Spindler's, and he purposely positioned Apple as a premium priced brand.
Jobs' strategy was even more ambitious with a historic partnership with Microsoft and bringing an end to Apple's licensing program (Yoffie & Wang).
Did the Leader's Personal Strengths Influence Their Choice in Strategy?
Sculley's personal strengths definitely influenced his choice in strategy when he took the reins of Apple. His personal strength was the ability to compete in an intensely competitive environment. and, he decided not only to enter a new market segment - that of corporate computing - but also to become more price competitive to compete head-to-head with PCs and PC-clones.
Spindler's strengths were complementary to his strategies...
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