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Book Cover
Streaming video
Author Peñaloza, Lisa. Speaker.

Title Apple : from subculture to cultural dominance / Lisa Peñaloza
Published London : Henry Stewart Talks, 2018
Online access available from:
HSTalks Business & Management Collection    View Resource Record  


Description 1 online resource (1 streaming video file (4 min.) : color, sound)
Series The business & management collection, 2056-4570
Henry Stewart talks. Business & management collection
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.
Notes Animated audio-visual presentation with synchronized narration
Bite-size case study extracted from the talk: Subcultures and socialization
Title from title frames
Restricted Access restricted to subscribers
Notes Mode of access: World Wide Web
Subject Apple Computer, Inc.
Apple computer.
Consumer behavior.
Consumers -- Attitudes.
Industrial sociology -- Case studies.
Marketing -- Management -- Cross-cultural studies
Form Streaming video
Other Titles Subcultures and socialization