Role culture

Apple Company very sticks to policies and regulations. The tendency is to work as a
strong pillars which means that the corporation outweighs the position roles rather than
individual values. Since opinions or ideas individually ware not accepted at all points leading
to the faults of communication inside the corporation as well. Due to the role culture that
leads to conflicts of distribution task force within the firm.
This debate derived between Dubinsky, director of distribution and sales
administration and Coleman, Manufacturing Director of Apple Computer, Inc.
Dubinsky started to work for Apple since 1984 as a distribution manager with the
responsibility for six field warehouses and directly handle inventory, sale administration and
customer relations. The conflict happened when Dubinsky and her boss Weaver, the vice
president of distribution, service and support turned their plan about product distribution at
Apple to executive staff for review. Dubinsky and Weaver were quite confident about the
feasibility of their plan which connecting six distribution sites together to deliver Apples
products to customers.
However, this plan was criticized by Jobs, Chairman of Apple. Instead of applying the
plan into practice, Jobs wants to replace to IBMs just-in-time distribution, which is applied
by Coleman, made Jobs satisfied because he saw the potential advantages compared to
Dubinskys plan. Then, Dubinsky and Weaver were so disappointed about when their
distribution proposal are presented at the meeting but just executive staff, division head and
one engineer of each product department are attended since she felt that relating to her
position as a distribution manager, she should be joined the meeting to address the topic.
The debate also raised sharply when Dubinsky and Weave raised considerable
objections, but Coleman justified by giving advantages of her proposal. This debate still
keeps exist ion and has not solved yet ( Uhappyme, 2012).
Dubinskys distribution plan:

Negative aspects

Having range of distribution sites leads to increase the expenditure such wages,
warehouse and other utilities as well.

Mistakes and efficiency are forecasted associated to simplicity of employees of the

distribution

Positive aspects:

This distribution process could bring Apple products from manufacturing to vendors
throughout the sic distribution sites located in various areas.

Each of the site centers also has warehousing, customer service, repair service and
technical groups are available to help dealers. Therefore, individual dealers just made
orders to the support center representatives in that area and then their request will be
done.
Colemans proposal:

Negative aspects

Just-in-time is new distribution system. When applying it will change Apples

distribution and manufacturing strategy from supply-driven to demand-driven
procedures and the channel of distribution fell down from six to zero.

This plan was failed to consider of Apple products with more than 50% produced offshore, it focused only on central processing units, therefore ignoring Apples other
goods.

There is no service central for customer complaints and products returns.

Positive aspects:

Products can be shipped overnight by federal Express to its dealers/ customers.

Help to save money by getting inventory out of the pipeline, and then reduce shortage
cost and inventory.

Recommendation:
This is very a basic conflict happening in many different corporations, not
except in Apple. Since each of staff also tries to appreciate their proposal and criticize
other one. However, when facing this situation, as a Board of Director and Chairman
of Apple Computer, Inc. Jobs needs to be bright and fair treatment to consider:
Firstly, giving all of them opportunities to join meeting and have chance to
present their plans.
Then, Being respects employees is one of the critical way to make them satisfy
without just focusing on the position roles rather than the individual performance.

After that, figure out pros and cons of each proposal and evaluate which one
would be more likely to have advantages outweighs its adverse effects.

Finally, the company needs to change the organizational culture related to the
role culture. Listening to coworkers and opinions to get feedbacks and then take
correct actions.
Otherwise, in term of the proposal, Im more likely to support for Dubinskys
proposal. Although this can generate additional costs of warehouse, inventory and
wages so far, this plan provides good sight for the corporation to expand their
customers to different areas, which have additional service department to connect
dealers easily and can received feedbacks or complaints quickly.

What is good at Apple?

Innovative and task driven culture:

Its good for Apple to focus on innovation that change their products
continuously to adapt the market and compete with other famous brands
globally as well (Apple's Focus On Innovation, Quality Showing Long-Term,
n.d.).

Strong work ethics and totally strict in deadline.

With the innovation that help employees to get more things and being more
expertise.
Individualism:

Apple has strong essence in freedom, excellence and respect for individuals
privacy and safety (Apples Individualism vs. Googles, n.d.). Therefore,
employees at Apple run their own works and the company is seeking for talent
people, guiding them occasionally. Consequences, Apples employees are
more self- confident and self-motivated to generate ideas, new things and also
gain experience day by day.
Diversity and cross- functionality:

Since Apple is seeking for talents, therefore it accepts people all over the world without
discriminating

References
Apple's Focus on Innovation, Quality Showing Long-Term, (n.d.). MacNews. Retrieved from
Valuehttp://www.macnews.com/content/apples-focus-innovation-quality-showinglong-term-value

Apples Individualism vs. Googles, (n.d.). Net Competition. Retrieved from Collectivism
http://www.netcompetition.org/antitrust/apples-individualism-vs-googles-collectivism

Uhappyme,(2012). Donna Dubinsky and Apple Computer Case Study. Retrieved from
http://www.studymode.com/essays/Donna-Dubinsky-And-Apple-Computer-Case1184446.html