'애플' CEO '스티브잡스'의 인문학적 사고를 적용한 디자인 경영 연구

Abstract

This study is about 'Apple Inc.' which is receiving international attention with being recognized as the most innovative corporation in this generation. The reason that we have to pay attention to the success of Apple is why Apple has led market of their own way by breaking existing rules or techniques of marketing and management. And the new market made by them has affected hugely and positively on both consumers and industrial class. For consumers, Apple has raised consumer profits and living standards up by offering the real meaning of universal design. For industry, Apple offered the possibility of symbiosis by guiding convergence and cooperation of each other fields of industrial class beyond the law of survival of fittest. To proceed an in-depth study of management style and brand value of Apple, it is needed the way focusing on humanistic approach rather than analytic, scientific approach. One of the biggest feature of Apple is that 'Steve Jobs(who is founder and also CEO currently)' and 'Apple Inc.' is inseparably each other. The philosophy of Steve Jobs has become exactly Apple's value, And his humanism and artistic value have determined the design management style of Apple. In other words, there is strongly needed to focus on process, not on conclusion for study. By perceiving these elements, at the first, this study looked over precedent research about profile and present of Apple, and also precedent study of definition and value of design management. Second, this study ruminated on growing background and values of Steve Jobs, researching growth of Apple as well. And tried to understand in humanistic way how Apple's management and Steve Jobs's value are associated each other, and what is implied in those. As a result, this study concluded three points. First, Both design management and the nature value of Apple started with the philosophy of Steve Jobs. Second, the main events of Steve Jobs's life has been helpful not only his personal growth but also basic root of sustainable innovation of Apple. Finally, the innovation of Apple has been always in the middle of their crisis, and also the crisis can cause new innovation as well. In other words, Apple has a dilemma of 'innovation=crisis'.