Wednesday, August 22, 2012

KIM W. Chan, MAUBORGNE Renée, KOO Oh Young
How Apple’s Corporate Strategy Drove High Growth
©2012 INSEAD Case Study
Also available: Teaching Note

This case accompanies 1) a collection of business press articles; 2) two video clips; 3) a teaching note; 4) lecture slides. While the case and articles will be assigned as pre-reading, the video clips and lecture slides will be shown in the classroom by the instructor.

Pedagogical Objectives:  This case shows how a series of blue ocean strategic moves by Apple Inc. has transformed it from a computer manufacturer into a consumer electronics giant. The aim here is to illustrate how blue ocean strategy concepts, tools, and methodologies are applied in the context of managing business portfolios at the corporate level.