Apple rbv study

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Apple Resource-based-view study

Tangible resources (in 2010)

• Financial resources :
- Revenue $65.23 Bn
- Profit $ 14.01 Bn
- Total assets $ 75.18 Bn
- Totalequity $ 47.79 Bn

• Employees
49 400 employees in the world

• Locations
Over 300 locations in the world

• Patents
More than 200 patents

• FacilitiesMany facilities around the world

Intangible resources

- Managerial

• Partnerships
Many partnerships in different sectors such as music (universal), communication (AT&T),softwares (Microsoft), etc…
• Consumer’s loyalty
Because of quality, innovation of the products and of course the brand image.
• Steve Job’s cult
Since he came back in the company,Apple is facing much better time. Steve Job is the « conscience » of the brand. He built a very close and special relationship between Apple and the customer.

- Organizationnal

• TechnologiesPresence on different technologies which can potentially allow some synergy or complementarity for future products.
• Retail network
Developed retailing network through the worldwhich provides a good Information System.

Organizational learnings

• Organizational competences
Apple developped a specialized knowledge in technologies such as computer, mp3 bycreating its products.
To acquire this knowledge, Apple hired high-level graduated people interested in NTIC so they would benefit from both specialized knowledge and know how and insist on theimplication of the employees in the company.

• Functional competences

Apple invested $ 1.8 Bn in 2010 which means an increase of 34% in one year.
It uses different facilities atdifferent moment of the process : the US facilities make touch screen and specific products, China is chosen for assembly facilities, Taiwan and Singapore facilities make cameras, circuitry, CPU, and...
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