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Entrepreneurial Orientation In The Apple Computer Company

Decent Essays

Entrepreneurial orientation is a key concept when organizations are creating strategies to do something new and take advantage of opportunities that other organizations cannot exploit (Ketchen & Short, 2017). It can be defined as an organizational-level strategic management, which includes characteristic such as: autonomy, risk-taking, competitive aggressiveness, innovativeness and pro-activeness. When major brands Apple and Nike implement entrepreneurial orientation successfully, they’re able to achieve high performance and quality products through innovative techniques that allows them to maintain market dominance. We’ll go into further detail discussing how both these companies effectively executed entrepreneurial orientation to achieve such success; starting with some background information.
Apple’s history dates to 1974 when two men, Steve Jobs and Steve Wozniak had a vision that inexpensive home computers would soon be in demand. Two years later, Jobs and Wozniak built their first computer in Jobs’ family garage, they named it Apple I. On April 1, 1976, the Apple Computer Company was established.
Nike began as an enterprise in Oregon with its founder, sports enthusiast Phil Knight. In 1962, Nike started under the name Blue Ribbon Sports. During this time, the athletic shoe industry was dominated by the Adidas and Puma companies. Knight recognized there was segment of serious athletes that had specialized needs that were not being addressed by the major companies.

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