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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© 1993 Paul R. Ferguson, Glenys J. Ferguson and R. Rothschild
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Ferguson, P.R., Ferguson, G.J., Rothschild, R. (1993). Corporate Strategy: Acquiring and Sustaining Competitive Advantage. In: Business Economics. Macmillan Texts in Economics. Palgrave, London. https://doi.org/10.1007/978-1-349-22696-2_12
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DOI: https://doi.org/10.1007/978-1-349-22696-2_12
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-54247-7
Online ISBN: 978-1-349-22696-2
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