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Corporate Strategy: Acquiring and Sustaining Competitive Advantage

  • Paul R. Ferguson
  • Glenys J. Ferguson
  • R. Rothschild
Chapter
Part of the Macmillan Texts in Economics book series

Abstract

With the launch of the Macintosh computer in 1984, the US computer firm Apple adopted a strategy of charging a high price for a high-quality product with unique characteristics (user-friendliness via an advanced graphical user interface (GUl)). Crucial to the success of this strategy is the ability to support the hardware with a wide range of software. IBM machines and their many clones use less advanced, character-based MSDOS systems. Apple had to convince software developers to produce more advanced and innovative applications with features specifically tailored to its computer hardware.

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Copyright information

© Paul R. Ferguson, Glenys J. Ferguson and R. Rothschild 1993

Authors and Affiliations

  • Paul R. Ferguson
  • Glenys J. Ferguson
  • R. Rothschild

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