Holistic organizaational transformation and dual-mode innovation culture: Explaining apple's strategic marketing success and sustainability

Muslim, Aini Khalida and Mohd Tan, Athirah and Ahmad, Naveed and Ishak, Muhamad Izaidi and Govinda Raj, Vimala and Mohd Dzulkifli, Dzunnur Zaily (2025) Holistic organizaational transformation and dual-mode innovation culture: Explaining apple's strategic marketing success and sustainability. International Journal of Research and Innovation in Social Science (IJRISS), IX (XXVIII). pp. 482-491. ISSN 2454-6186

Text 02829170120269742927.pdf Download (199kB)

Abstract

This theoretical paper has explored how the organizational change in Apple Inc. in terms of leadership, corporate culture, operations, marketing and human resource management led to its long-term competitive advantage. Despite the large body of research on Apple in terms of innovation and branding, previous research studies had hardly combined internal variables into a single theoretical framework, which made a gap in the conceptualization of how cross-functional change influenced the long-term marketing performance. To surmount this shortcoming, the paper has synthesized recent works in the literature of strategies management, organizational behavior and marketing to create a holistic framework, which interpreted how Apple changed its leadership with a personality to a process-driven stability, how it has created a hybrid culture of secrecy and collaboration, and how it has transformed its supply chain and human resource. The synthesis showed that all these combined improvements contributed to the Apple innovation capability, creation of customer value, and market resilience, and new challenges, including competitive pressure, privacy concerns, intellectual property debate, supply chain ethics, and sustainability pressures were still affecting the strategic direction of the company. The innovation of the paper was the cross-functional transformation lens and new constructs such as leadership continuity transformation and ethical branding misalignment supply chain. The research paper was meant to contribute to the conceptual knowledge of organizational change and its meaning to the researcher studying strategic change in international technology companies.

Item Type:	Article
Uncontrolled Keywords:	Organizational transformation, Leadership, Corporate culture, Marketing strategy, Competitive advantage
Divisions:	Faculty of Technology Management and Technopreneurship
Depositing User:	Sabariah Ismail
Date Deposited:	23 Feb 2026 01:22
Last Modified:	23 Feb 2026 01:22
URI:	http://eprints.utem.edu.my/id/eprint/29501
Statistic Details:	View Download Statistic

Actions (login required)

View Item