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...
Spindler was a visionary, looking beyond simple marketing and price competitiveness. For this reason, his strategy followed this line of thinking and brought forth a plan to become a technological leader as well as refocusing on their core competencies where they were able to offer superior value to their customers.
Amelio's core personal strength was his superior organization.
Utilizing this strength, his strategy was to improve the operational processes of Apple. However, his secondary strategy, differentiating Apple with premium pricing, has little to do with his organization strength, and more to do with the understanding of where Apple needs to place itself in the industry to maximize their success.
Lastly, Jobs' commitment to his original vision, as a strength, while still being a visionary and innovator is clearly expressed in his two primary strategies. Jobs' original vision brought forth the strategy to cancel the licensing agreements and make Apple once again exclusively Apple. However, he was able to see the value in forming a new partnership with Microsoft in bringing Office to Apple.
References
Yoffie, D. & Wang, Y. "Apple Computer - 2002." Harvard Business School. 9-702-469.
