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

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,...

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Main Authors:	Muslim, Aini Khalida, Mohd Tan, Athirah, Ahmad, Naveed, Ishak, Muhamad Izaidi, Govinda Raj, Vimala, Mohd Dzulkifli, Dzunnur Zaily
Format:	Article
Language:	en
Published:	Research and Scientific Innovation Society 2025
Online Access:	http://eprints.utem.edu.my/id/eprint/29501/2/02829170120269742927.pdf http://eprints.utem.edu.my/id/eprint/29501/ https://rsisinternational.org/journals/ijriss/view/holistic-organizational-transformation-and-dual-mode-innovation-culture-explaining-apple-s-strategic-marketing-success-and-sustainability https://dx.doi.org/10.47772/IJRISS.2025.92800048
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