Organizational Behavior and Leadership - Donna Dubinsky and Apple Computer, Inc

ORGANIZATIONAL BEHAVIOR AND LEADERSHIP

DONNA DUBINSKY AND APPLE COMPUTER, INC

Introduction:

In Donna Dubisky case, Donna was facing challenge of changing distribution system. She needs to deal with change because it was affecting her at professional level. She has had a promising career at Apple Inc. she had a support from her boss, Ray weaver. The dilemma was that she feels what she is doing is best for company; therefore she was putting her job at risk.

Company Background:

Apple was a leading PC manufacturer in US. Head Office is in Cupertino, California.

In 1977, after launch of Apple II, Apple market shares had risen to 42%. In 1983, Scully, the finance president of PepsiCo joined Apple as president he was invited by Jobs, to bring marketing discipline to Apple. As company market share was declined to 24%.when Scully joined he simplified the structure of organization by centralizing product development and product marketing in just two divisions. It reflects the mix functional and geographical organization, and 7 divisions were directly reporting to Scully. After introduction of Macintosh in early 1984 Apple was unable to retain market share because of its high market entry cost. Apple failed to reach projected sale level. This situation creates tension between Apple II division and Macintosh.

Donna Dubinsky:

Donna graduated from Yale, worked in commercial bank for 2 years. Then she did MBA from Harvard University. In July 1981, she joined Apple as customer support liaison. Within 4 years, she became Director of distribution and sale administration. Donna reported to Roy Weaver.

Why Donna was successful in her organization?

• She was very direct and intelligent

• She don’t consider her career, she fought for her subordinates.

• She always have company interest in her heart

• She was confident and have nonpolitical views

• Ready to take risks.

• Power of presence

• She had refined and formalized Apple distribution policy

• She introduces simple, systematic, efficient system. Her employees were pleased with that system

• Donna was the one who realized the need of system for planning and analysis.

What Challenges Donna is facing and why?

1. Steve Jobs proposed to dismantle existing distribution system and replaced by just in time method. Because instead of high operating revenues, Apple’s market share