The aim of this report is to show, that there are some successful products in the IT market without major technical advantages over similar products from competition. It means that their Net Buyer Benefit is not based on performance, but on design and life style. My research will also prove, that individuals with vision in this branch can be more successful then well educated, good managers. Apple Company is a great example of company that has built their position on the market thanks to well prepared marketing strategy and "the Rock Star" in a position of CEO.
Apple Company was a very successful firm from its beginning in late 70's to the middle of 80's. Then was the time, when its co-founder, a man with vision but without school left the company from Cupertino. After him, in a position of CEO, there were hired well educated and successful managers from other multinational companies like Pepsico or National Semiconductor.
Under their control, the company started to fail in many business area, and in the middle of 90's the Apple Company was on the edge of bankruptcy. Then the board decided to hire the man that thinks different. In 1997 Steve Jobs returned to Apple and the company started to change. Now it is all different then 10 years ago.
2. RETURN OF THE MASTERThe line of information technology has new-an old leader. It is not outgoing on the old age pension Bill Gates with Microsoft, eccentric Larry Ellison with Oracle whether even child prodigies of IT branch, Google founders Larry Page and Sergey Brin, hypnotize users with the individuality. The jackpot assembles Steve Jobs. Today, Apple recovered the former glory, its shares are a splendid investment, and new inventions each time conquer the market. About no product from the competition there...