Further, the scandal, dubbed HPGate, damaged the brand and reputation of HP and the credibility of the executive team, valued assets for any company.
Most disturbing and most convincing of proof of unethical conduct, is the fact that Dunn's actions violated California's state laws. Detectives, with the consent of Dunn, had used an illegal practice called "pretexting" to gain access to cell phone records. Pretexting is pretending to be an account holder to gain access to account information.
Rather than defending herself for condoning this illegal practice, Dunn blamed her lawyers who she claimed advised her that all of her activities were legal.
When all of Dunn's activities became public knowledge, Dunn refused to behave as a socially responsible executive. She never apologized or took responsibility for her...
There is a risk, however, that the company begins to lag the pace of technological change, and in such a situation would see reduced relevance in its industries. What the PEST analysis shows is that in general the external environmental forces have either a favorable or neutral impact on Apple's operations. Traditional sources of external risk (political/legal) are minimal and the other key risk source (technological change) has traditionally
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