"Living on the Edge" - A Case Study of Important Factors for the Survival of Apple Computers, Inc.

Abstract: Within the three key themes of Innovation & Design, Industry Relations, and Market Strategy, we have identified important factors for the survival of Apple as a niche player in a network economy. Concerning the theme of Innovation & Design the factors recognized are Radical Innovation, Resolving Schematic Incongruity, and Technological Evolution. Regarding Industry Relations we have found Differentiation Through Incompatibility, Selective Cooperation, and Vertical Integration important. Within the theme of Market Strategy we have identified the factors Brand Identity, Meeting Market Needs, and Heterogeneity of Preferences.