Theory-in-use --- Apple Store

In commercialism era, every corporation has their own business secret, such as management approaches, market strategies, product development, scandals etc. All corporations are willing to handle their business secret carefully, because of to protect their competitive advantages and goodwill. Based on this circs, a gap had constructed between corporation and consumer. This gap will damage the corporations in long-term tardily.

Governing variables

By the way, Apple has done a well control on its business secret; it handles the secret in a balance way. Apple is advancing its management diaphaneity and product development plans on the other hand; it maintains its competitive strategies. It is the reason why Apple can attract the consumers and have the large market share.

Action strategies

1.   Convene product synod regularly; during the synod, CEO Steven Job will introduce the new products and product development schedule toward to the consumers. Every new product can reveal Apple’s sincerity. On the other hand, Apple also admits their lapse candidly. For example, the signal receive problem of iPhone 4.

2.   Have interaction with competitors; Apple has cooperates with some Apps developer, shares the experience of Apps development. Moreover, some technical intercourses to delve use of material in future. For example, the display material of iPhone, iPad, iTouch etc.

Consequences for self

1.      Enhance competitive advantages

2.      Actualize high bargaining power

3.      Ameliorate the in existence problem of the products

4.      Quicken the product development

5.      Easy to achieve the goals

6.      Motivate employees’ motivation

7.      Improve management effectiveness

8.      Encourage consumers

9.      Promote goodwill

10.     Lead the industry