Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

5-2010

Abstract

Much has been said about Apple's 'magical' ability to command a following for almost anything that they sell (right down to the cables and power adapter). However, few people understand – much less appreciate – the science behind such 'magic'. Some might say that Apple produces some of the most original products. These people forget that Apple did not invent laptops, MP3 players, smart phones or tablet computers. Is it clever marketing then? Perhaps so, but "marketing", as understood in its traditional sense, would not offer the full picture. According to Rajendra K. Srivastava, Provost and Deputy President for Academic Affairs at SMU, companies like Apple enjoy success because they understand where and how to carve out that sweet spot between innovation, operations and marketing.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1282

Subject(s)

Marketing

Included in

Marketing Commons

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