Business Prof: Apple Finds The Holy Grail Of Business Strategy

Last month, shares of Apple fell below the $400 mark and the technology giant’s sales have slowed down but research from Professor Loizos Heracleous indicates that the Californian firm’s future is still very bright thanks to its ‘Quantum Strategy’. Professor Heracleous serves on the editorial boards of leading management journals including the Academy of Management Journal, the Journal of Management Studies, Human Relations and Organization Studies.

He is a member of Cambridge Alumni in Management, Oxford Business Alumni, the Academy of Management, and the European Group of Organisation Studies. His research has been honoured by three noted Best Paper awards from the Academy of Management; in 1999 (on globalisation), in 2004 (on organization development) and in 2006 (on corporate governance).

Professor Heracleous’ research interests are strategic management from an organisational perspective (dual strategies, innovative strategising processes, strategic capabilities and innovation, corporate governance, strategic management instructional case development). shares of Apple fell below the $400 mark

Professor Heracleous found that Apple has achieved the rare feat of accomplishing serial innovation and outstanding design, while keeping costs incredibly low to regularly hit margins above 20 per cent. At a quantum level of reality the same electron can be at two places at the same time, hence, the Warwick Business School Professor has dubbed Apple’s game plan ‘Quantum Strategy’.

“Apple will stand the test of time because it has pursued a strategy which is both rare and incredibly difficult for competitors to imitate,” said Professor Heracleous, Professor of Strategy at Warwick Business School. “Over the last 15 years Apple has revolutionised the personal electronics, telecoms, computer and media industries through a string of blockbuster products that offer unique, integrated customer experiences.

Dennis Sellers writing for Apple Daily Report says:
“Heracleous found that Apple has achieved the rare feat of accomplishing serial innovation and outstanding design, while keeping costs incredibly low to regularly hit margins above 20 percent,”. “At a quantum level of reality the same electron can be at two places at the same time, hence, the Warwick Business School Professor has dubbed Apple’s game plan ‘Quantum Strategy.’”

“Apple has got the highest levels of efficiency in its peer group which it manages to balance with serial innovation and addictive product design, both of which command premium pricing and redefine markets.” Although its market share may be down, Apple remains the world’s most powerful brand according to Forbes, becoming renowned for innovation. But Professor Heracleous says innovation is only one part of Apple’s ‘Quantum Strategy’.

He added: “What is harder to understand is how all this can be done at a level of efficiency that is superior to that of the traditional cost leader, Dell.”

Click here to see the full version of Professor Loizos Heracleous’ article ‘Quantum Strategy at Apple Inc.’ published in Core, Warwick Business School’s new magazine.

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