A Study on the Role of Tim Cook’s in the Apple Inc. with High Creativity and Market Adaptability:Focus on Tim Cook While Comparing Tim Cook with Steve Jobs

Xi Wang


Apple, the world's leading high-tech company, was leading the smartphone revolution in artificial intelligence and Steve Jobs, Apple's CEO, had been recognised as the soul of the company, but in fact, Jobs' personal characteristics and approach had shown that this success was not very sustainable as his strengths and weaknesses could easily cancel each other out in his first stint at Apple. When Jobs began his second stint at Apple, with the addition of Tim Cook, who mitigated the impact of Jobs' flaws[1]and continued to integrate the leadership, human resource management and business operations that Jobs was not so good at, Apple ushered in an era of industry dominance. However, the general public perception of the IT industry and many commentators were unclear on this matter, giving a great deal of credit to Steve Jobs, the symbol of Apple, and ignoring Tim Cook's job of ensuring that Apple's good operations and the ability of its product designers were not adversely affected by Jobs' death.

Keywords: Leadership, Corporate Mission, CSR , Value Chain, Organisational Culture, Sense of Meaning, Incentives, Brand Culture, Psychological Capital, Management

DOI: 10.7176/EJBM/15-17-05

Publication date:October 31st 2023

[1] Leander Kahney  2018 year  Tim Cook: The Genius Who Took Apple to the Next Level ( 2019  year  Chinese Translation by 李世凡'shi fan li'  梁德馨'de xin liang '  CITIC Press Corporation

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