From stale to spicy to superb: A spanking new Apple

John Wang, Jeffrey Hsu, Bin Zhou, Ruiliang Yan

Research output: Contribution to journalArticlepeer-review


Once the world took its first proverbial bite into Apple Inc. in the late 1970s, people liked what they tasted and wanted more. Today, they still cannot get enough of Apple, a company that has little to do with fruit, although with every technology product or service it releases conveys the fresh, healthy, appetising image that inspired the company from its origin. Apple, which started out in personal computers and over the years has branched out to revolutionise newer industries such as mobile phones and music devices, is a shining example of a company with exceptional leadership, marketing, and research and development, and which has been remarkably successful at managing its relationships with suppliers, partners, customers, the media and even hackers over the years. This paper will introduce the stunning case of the single most important turnaround in Silicon Valley and go in detail how it achieved tremendous success by overtaking Microsoft. The company was not always so successful in the past, but it learned valuable lessons from the years when it experienced a downturn and other challenges. As the world's most valuable technology company, a new king of technology today, Apple and its products are more appetising than ever.

Original languageEnglish
Pages (from-to)639-656
Number of pages18
JournalInternational Journal of Business Excellence
Issue number6
StatePublished - Oct 2012


  • Apple inc.
  • Business excellence
  • Competitive advantage
  • Customers
  • Growth
  • Research and development
  • Suppliers


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