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商品編號： 9-715-456 出版日期： 2015/05/28 作者姓名： Yoffie, David B.;Baldwin, Eric 商品類別： Other 商品規格： 30p 再版日期： 2015/10/28 地域： 產業： Computers & electronics;Music;Technology;Telecommunications 個案年度： 1977 - 2015
商品敘述：
At the end of 2014, Apple Inc. recorded the most profitable quarter of any firm in history, and its market capitalization soon topped $700 billion. ''Apple Inc in 2015'' explores the history of Apple, its successes under Jobs, its continued growth under Tim Cook, and the challenges facing the company in 2015. With iPod sales continuing their freefall, tablet sales in decline, and the Macintosh''s market share remaining small, Apple was increasingly dependent on the iPhone to drive its growth. Could Cook continue Apple''s dominance in the smartphone market in the face of growing competition? Could he revitalize the iPad business, become a leader in payments, with Apple Pay, and replicate Apple''s success in other device categories, such as the Apple Watch, the first new product the company had released since 2010?
涵蓋領域：
Communication;Competition;Competitive advantage;Innovation;Leadership;Market positioning;Marketing;Marketing implementation;Planning;Product positioning;Strategic planning;Strategic positioning;Strategy;Technology
相關資料：
Case Teaching Note, (5-715-468), 11p, by David B. Yoffie
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