Communicating the Change

Topics: Steve Jobs, IPhone, Apple Inc. Pages: 4 (1451 words) Published: March 13, 2013
HRM-587 Course Project
Part 4: Communicating the Change
Date: 2/17/13

Communicating the Change
Communication is generally known as the glue that holds organizations together. It is the way we share information, ideas, goals, directions, expectations, feelings, and emotions in the context of organized action. The change strategy for communicating the necessary changes made by Apple during the integration of iPod and iTunes business unit and the subsequent vision that kept the company flexible to remain competitive, is inherent in its ability to handle communication at all levels. The CEO’s vision provides clear direction for all the business units working together to meet shareholder expectations and at the same time provide value to their customers and employees. The organization works for the mission. Apple understands the importance of being continuously innovative with a vast and loyal army of Apple fanatics behind it to regularly come up with new products like iPad. (A) The communication plan grid is a separate document

(B) ONE of the communication pieces:
Debut a brand new product with a summary of the company's milestones “Apple followed its usual script for the new iPhone's coming-out party. Apple CEO Tim Cook, kicked off the festivities before an audience of reporters, bloggers, applications developers …” (MICHAEL LIEDTKE and PETER SVENSSON) The following script was created from a series of Apple’s communication strategy: We desire to continue to provide you with the latest technology; we are innovating at an incredible and phenomenal pace. We are building a tremendous ecosystem with apps and content. We are providing great services such as iCloud, which has already eclipsed over 100 million users within just a few months of its launch, and we're delivering incredible developments like Siri, a profound new way to interface with the iPhone. We are also investing in distribution around the world. We continue to open our own...

References: 1. Jim Mueller (June 7, 2010), Apple: Strengths, Weaknesses, Opportunities, and Threats.
4. Kotter J. Leading Change: Why Transformation Efforts Fail. (Cover story). Harvard Business Review [serial online]. March 1995; 73(2):59-67. Available from: Business Source Complete, Ipswich, MA. Accessed January 20, 2013.
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