Apple [electronic resource] : from subculture to cultural dominance / Lisa Peñaloza.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection: Publisher: London : Henry Stewart Talks, 2018Description: 1 online resource (1 streaming video file (4 min.) : color, sound)Subject(s): Apple Computer, Inc | Apple computer | Consumer behavior | Consumers -- Attitudes | Culture | Industrial sociology -- Case studies | Marketing -- Management -- Cross-cultural studies | SubcultureOnline resources: Click here to access online Summary: This case study considers the 20th century Apple consuming community to emphasise how new challengers in an industry can be successful by developing and appealing to subcultures. Apple's "Think different" advertising campaign uniquely positioned the brand as providing distinct, crafted products for the innovative and artistic. However, Apple's expansion in the 21st century has undermined the exclusivity of its products and with it its appeal to the subculture market.
Animated audio-visual presentation with synchronized narration.
Bite-size case study extracted from the talk: Subcultures and socialization.
Title from title frames.
Access restricted to subscribers.
This case study considers the 20th century Apple consuming community to emphasise how new challengers in an industry can be successful by developing and appealing to subcultures. Apple's "Think different" advertising campaign uniquely positioned the brand as providing distinct, crafted products for the innovative and artistic. However, Apple's expansion in the 21st century has undermined the exclusivity of its products and with it its appeal to the subculture market.
Mode of access: World Wide Web.