Apple Computer, Inc.: Think Different, Think Online Music

Abstract

Focuses on Apple Computer's launch of iTunes and iPod as a way to give Wintel users a relationship with Apple. Deals with issues of brand equity, corporate and brand goal setting, target selection, and matching product and service characteristics with goals and targets. Also allows for a discussion of channel partners, their interests, and their impact on the likely success or failure of a strategy.

Citation

Hennessy, J. and Najjar, A. (2017), "Apple Computer, Inc.: Think Different, Think Online Music", . https://doi.org/10.1108/case.kellogg.2016.000016