Leadership 5th Edition by Larry Siegel, Robert Lussier, Robert Lussier, Christopher Achua, Christopher Achua

تمرين 1

At age 21 Steven Jobs coproduced the first PC and Apple Computer, at 25 Jobs was running Apple with a net worth of $25 million, and at age 26 he made the cover of Time magazine. More recently, Steven Jobs was given the title CEO of the decade, 116 ranked #1 by Fortune on its list of "Smartest People in Tech," calling him the smartest CEO, 117 and he consistently ranks high on its list of "Business-Person of the Year." 118 He is also ranked by Forbes in the top 50 of "The Richest People in America." 119 Jobs cofounded Apple Computer with Steven Wozniak back in 1976. Today, Apple is ranked #1 on Fortune's "The World's Most Admired Companies," 120 #1 on Business Week's "The 50 Most Innovative Companies," 121 it pulled ahead of its arch rival Microsoft to become the most valuable tech company, 122 and its revenue growth rate is near three times that of Microsoft and more than triple that of IBM, HP, and Intel. 123
Most of us never have any real influence over any industry, but Jobs is ranked #1 for his leadership and power in influencing five industries: computers, Hollywood, music, retailing, and wireless phones/telcom. So far, no one has had more influence over a broader range of businesses than Jobs. 124 Some say that his influence actually transformed these industries. 125 Let's trace his business success, and failure, along the way to his earning these titles for himself and Apple as he influenced these five industries.
Together with Steve Wozniak, Jobs developed and built the personal computer (PC) in 1976 in Jobs's family garage. The Apple II kicked off the PC era in 1977, and in 1984 the Macintosh altered the direction of the computer industry. Jobs is also credited with desktop publishing, laser printers, and for pioneering personal computer networks. So Jobs was an influential founder of the PC industry. However, as Apple grew through selling stock, Jobs lost controlling ownership of his company. In 1985, Jobs was fired by the board of directors because he was controlling and unmanageable. 126 Although considered a failure at this point, Jobs didn't give up and bounced back very quickly.
In 1985, Jobs started NeXT (a computer platform development company specializing in the higher education and business markets). In 1986, he started what became Pixar Animated Studios and became its CEO. Jobs contracted with Disney to produce a number of computer-animated feature films, which Disney would cofinance and distribute. Films included Toy Story, A Bug's Life, Monsters, Inc., The Incredibles, and Cars. In 2006, Jobs sold Pixar to Disney and remains on its board as its largest shareholder. In fact, Jobs's shares in Disney are worth more than five times the value of his Apple stock. So Jobs clearly influenced Hollywood films.
In 1997, Apple acquired NeXT to use its technology in its Apple computers and Jobs returned to Apple after a 12-year exile. Apple was close to bankruptcy so the board appointed Jobs to his earlier position as CEO. Jobs changed its culture back to a more entrepreneurial atmosphere. Jobs is a visionary, and Apple's success is born of continual and artful innovation in every aspect of its business. According to Jobs, Apple's success comes from simply trying to make great products that we want for ourselves, and then hope that customers love them as much as we do.
You are most likely aware of Apple's innovations under
Jobs's leadership. Through the iPod and iTunes and Apple Stores Jobs has clearly influenced music and retailing. The iPhone has clearly influenced wireless phones/telecom. Its new iTunes App Store is also set to be very profitable as Apple plans to take a 30 percent cut on any media sales, and if they don't agree, they can be thrown off the devices, 127 and its iTunes Match should be a success as well. 128 The iPad was months ahead of the largely absent competition in the tablet market. And by the way, Apple never shortchanged its very profitable PC business. The PC market share has increase from 3 percent to 9.7 percent during the last decade, 129 and its MacBook Air is transitioning from disk-drive-based laptop computers to the radical flashmemory. 130 So PC founder Jobs continues to influence the computer industry.
Although Jobs has been so influential in five industries and has been called perhaps the most charismatic CEO in business history, 131 Jobs is also among the most controversial figures in business. People who have worked for Jobs over the years have mixed reactions to his leadership style. Some call him temperamental, aggressive, tough, intimidating, and very demanding. He has been known to verbally attack people who make mistakes and are not meeting goals and expectations. He is known as a control freak with a compulsive attention to details. He routinely sends products back to the lab, kills new products in their crib, demands new features or euthanizes old ones. 132 He is outspoken and not afraid to anger employees and customers. Even many who feared him also had great respect for him as he did inspire loyalty, enthusiasm, and high levels of performance through continuous innovation. Even people who left Apple say it's often brutal and Jobs hogs the credit, but they've never done better work. 133
Jobs dictator-like control can cause havoc for Apple partners too. 134 Jobs has publicly criticized Adobe and Microsoft even though they supply Apple with the software for Apple's operating systems. In a combative mood, Jobs launched a public fight with Adobe over Apple's refusal to support Adobe's popular Flash software. 135 He has also attracted Samsung, even though it makes some of the most important components Apple buys, including memory chips and displays. Samsung makes the brains inside the iPhone and IPad. 136
In his 50s, Jobs has had health problems. In 2009, he took a six-month leave and underwent a liver transplant. In early 2011 he took another leave without saying when he would return or why he was leaving, but stated: "I love Apple so much and hope to be back as soon as I can." 137 Although on leave, showman Jobs unexpectedly presented the iPad 2 in San Francisco in March 2011,138 and Jobs still calls the shots from home.139 In June 2011, Jobs took a break from his medical leave again to show off a new online music service called iTunes Match.140 Jobs also attended a Cupertino, California City Council Meeting to personally present the plans for a new massive headquarters to be built by 2015 on 150 acres of land, which he said will look a little like a spaceship. 141 On August 24, 2011, Jobs resigned as CEO naming Tim Cook as his successor. Jobs died in October 2011. Many people question, can Apple succeed without Jobs? 142 Only time will tell. In any case, Jobs found the secret to career fulfillment- he discovered something he was good at and loved to do. We can't all be another Steve Jobs, but we can find career fulfillment.
GO TO THE INTERNET: To learn more about Steve Jobs and Apple, visit its Web site ( http://www.apple.com ).
Support your answers to the following questions with specific information from the case and text or with information you get from the Web or another source.
1. Explain how each of the five elements of our definition of leadership applies to Steve Jobs leading Apple.
2. Identify leadership skills Jobs has that lead to his and Apple's success. Which skill is his strongest?
3. Identify managerial leadership roles played by Jobs as CEO of Apple. Which role was the most important?
4. Which level of analysis is the primary focus of this case?
5. Explain how each of the leadership theory classifications applies to this case, and which one is most relevant.
6. Without Steve Jobs, will Apple's performance deteriorate and go back into a crisis of near bankruptcy again? Why or why not?
C A S E E X E R C I S E A N D R OL E - P L A Y
Preparation: Assume that you were a powerful board member of Apple in the 1980s. You were involved in helping Jobs select the new CEO, John Sculley, and that you have worked with Jobs on the board for five years. The board has disagreed with Jobs's recommendation to replace Sculley as CEO, so Sculley stays in power and Jobs is out of power. You have to tell Jobs the bad news, which you know he will not want to hear.
Your instructor may elect to let you break into small groups to share ideas and develop a plan for your meeting with Jobs. If you develop a group plan, select one leader to present the meeting with Jobs.
Role-Play: One person (representing him- or herself or their group) conducts the meeting with Steve Jobs (to notify him that Sculley stays as CEO and he is removed from power) before the entire class. Or, multiple role-plays may take place in small groups of five to six; however, roleplayers can't conduct the meeting in front of the team that developed the meeting plan. They must present to a group that did not develop the plan for the meeting. The people role-playing Jobs should put themselves in his place. How would you feel about being thrown out of the company you cofounded and led? Don't forget that Jobs is rather hot tempered and very outspoken.