Ondrej Holzman Kwa chaka chathunthu, Apple inali kufunafuna munthu woyenera kukhala wamkulu wabizinesi yake yogulitsa. Ndipo ataupeza, panadutsa miyezi yoposa isanu ndi umodzi asanakhale pampando wake watsopano. Woyenerera ndi mkazi, dzina lake ndi Angela Ahrendtová, ndipo amabwera ku Apple ali ndi mbiri yayikulu. Kodi mkazi wosalimba poyang'ana koyamba, koma yemwe ali mtsogoleri wobadwira mkati, angayang'anire mazana a masitolo aapulo padziko lonse lapansi ndipo nthawi yomweyo amasamalira malonda a pa intaneti?
Pa Tim Cook pamapeto pake adapeza VP watsopano wazogulitsa ndi malonda pa intaneti, kudziwitsa Apple kale mu Okutobala chaka chatha. Komabe, panthawiyo, Angela Ahrendts anali odzipereka kwathunthu pa udindo wake monga mkulu wa bungwe la mafashoni Burrbery, komwe adakumana ndi nthawi yopambana kwambiri pa ntchito yake mpaka pano. Tsopano akubwera ku Apple ngati mtsogoleri wodziwa bwino yemwe adatha kutsitsimutsa mtundu wa mafashoni a moribund ndikupindula katatu. Pamodzi ndi Tim Cook ndi Jony Ive, adzakhala mkazi yekhayo mu utsogoleri wapamwamba wa Apple, koma izi siziyenera kukhala vuto kwa iye, chifukwa adzabweretsa zochitika ku Cupertino zomwe palibe wina - kupatula Tim Cook - ali nazo.
Zidzakhala zofunika kwambiri kwa Apple kuti patatha miyezi khumi ndi isanu ndi itatu, pomwe Tim Cook adayang'anira yekha bizinesi ndi malonda, gawo lofunikira lipezanso abwana ake. Pambuyo pa kuchoka kwa John Browett, yemwe sanaphatikize maganizo ake ndi chikhalidwe cha kampaniyo ndipo anayenera kuchoka patatha theka la chaka, Apple Story - zonse zakuthupi ndi pa intaneti - zinkatsogoleredwa ndi gulu la oyang'anira odziwa bwino, koma kusowa kwa mtsogoleri kunali kumva. Nkhani ya Apple yasiya kuwonetsa zotsatira zowoneka bwino m'miyezi yaposachedwa ndipo Tim Cook akuyenera kumva kuti kusintha kwina kukufunika. Njira ya Apple yopita kumasitolo ake sinasinthe kwa zaka zambiri, koma nthawi ikuyenda mosalekeza ndipo ndikofunikira kuchitapo kanthu. Ndi muzochitika izi kuti Angela Ahrendts, yemwe wakwanitsa kupanga malo ogulitsa odziwika padziko lonse lapansi ku Burberry, ali ndi gawo labwino kwambiri.
Kwa Cook, kupambana kwa Ahrendts pantchito yake yatsopano ndikofunikira. Atafikira ndikusaina John Browett mu 2012, sangakwanitse kugwedezeka. Miyezi ndi zaka zowongolera zosasangalatsa zitha kukhala ndi zotsatira zoyipa pa nkhani ya Apple. Pakadali pano, adilesi ya Ahrendts ku Apple yakhala yabwino kwambiri. Pamene Cook adalengeza za chibwenzi chake theka la chaka chapitacho, ambiri adawona modabwa ndi nyama yomwe bwana wa Apple adatha kukopa kampani yake. Amabwera ndi munthu wamkulu kwenikweni m'munda wake ndipo ali ndi ziyembekezo zazikulu. Koma palibe chimene chidzakhala chophweka.
Wobadwira mafashoni
Ngakhale kuti m’zaka zaposachedwapa Angela Ahrendtsová wakhala akugwira ntchito ku Great Britain, kumene osati kale kwambiri iye anapeza ngakhale kuyamikira kwa Ufumu wa Britain, kusamukira kwake ku Apple kudzakhala kosangalatsa. Ahrendts anakulira m'dera la Indianapolis ku New Palestine, Indiana. Monga wachitatu mwa ana asanu ndi mmodzi a bizinesi yaying'ono komanso wojambula, adakokera ku mafashoni kuyambira ali wamng'ono. Mayendedwe ake adalunjikitsidwa ku Ball State University, komwe adalandira digiri ya bachelor mu bizinesi ndi malonda mu 1981. Nditamaliza sukulu, anasamukira ku New York, kumene ankafuna kuyamba ntchito yake. Ndipo iye anasangalala.
Adakhala Purezidenti wa Donna Karan International mu 1989, kenako adakhala wachiwiri kwa Purezidenti wa Henri Bedel komanso adakhalanso wachiwiri kwa Purezidenti wa Fifth & Pacific Companies, komwe adayang'anira mndandanda wathunthu wazogulitsa za Liz Claiborne. Mu 2006, adalandira mwayi kuchokera ku Burberry Fashion House, yomwe poyamba sankafuna kumva, koma pamapeto pake anakumana ndi munthu woopsa wa moyo wake waukatswiri, Christopher Bailey, ndipo adavomera kuti akhale mtsogoleri wamkulu. Chifukwa chake adasamukira ku London ndi mwamuna wake ndi ana atatu ndipo adayamba kutsitsimutsa mtundu womwe ukuyamba kuchepa.
Luso la kuyendetsa galimoto
Ahrendts sanabwere ku kampani yayikulu komanso yodziwika kuti Burberry lero. M'malo mwake, mkhalidwe wa mtundu womwe uli ndi mbiri yakale kuyambira pakati pa zaka za zana la 19 unali wofanana ndi womwe Apple adadzipeza okha mu 1997. Ndipo Ahrendts anali wamng'ono Steve Jobs kwa Burberry, monga iye anatha kubweretsa kampani pa mapazi ake mu zaka zingapo. Kuphatikiza apo, kukwera mpaka zana limodzi mwamakampani amtengo wapatali padziko lapansi.
Mbiri ya Burberry idagawika panthawi yomwe adabwera ndipo mtunduwo udali ndi vuto losadziwika. Ahrendts adayamba kuchitapo kanthu nthawi yomweyo - adagula makampani akunja omwe adagwiritsa ntchito mtundu wa Burberry ndipo potero adachepetsa kudzipatula, ndikudula kwambiri zomwe zidaperekedwa. Ndi masitepe awa, iye amafuna kupanga Burberry umafunika, wapamwamba mtundu kachiwiri. Ndicho chifukwa chake anasiya chitsanzo cha tartan chofanana ndi Burberry pazinthu zochepa chabe. Kumalo ake atsopano ogwira ntchito, adachepetsa ndalama zogulira, kuthamangitsa antchito osafunikira ndipo pang'onopang'ono analunjika ku mawa owala.
“Mu zinthu zapamwamba, kupezeka kulikonse kudzakupha. Zikutanthauza kuti simulinso wapamwamba, "adatero Ahrendtsová poyankhulana Harvard Business Review. "Ndipo pang'onopang'ono tinakhala paliponse. Burberry ankafunika kukhala zoposa kampani yakale, yokondedwa yaku Britain. Inafunika kupangidwa kukhala mtundu wapamwamba wa mafashoni padziko lonse lapansi womwe ungapikisane ndi mpikisano wokulirapo. ”
Tikayang'ana mmbuyo pa ntchito ya Angela Ahrendts ku Burberry tsopano, tinganene kuti ntchito yake yayenda bwino. Zopeza zidachulukira katatu muulamuliro wake wanyumba yamafashoni ndipo Burberry adatha kumanga masitolo opitilira 500 padziko lonse lapansi. Ndicho chifukwa chake tsopano ili pakati pa mitundu isanu yayikulu kwambiri padziko lonse lapansi.
Kulumikizana ndi dziko lamakono
Komabe, Apple sikulemba ganyu Ahrendts wazaka 500 kuti aziyendetsa kampani yonse. Zachidziwikire, udindowu udakali ndi Tim Cook, koma Ahrendtsová amabweretsanso ndi chidziwitso chake chachikulu muzamalonda. Malo ogulitsa njerwa ndi matope opitilira XNUMX padziko lonse lapansi omwe adatha kumanga ku Burberry amalankhula kwambiri. Kuonjezera apo, Ahrendts adzakhala woyang'anira woyamba wa Apple yemwe adzakhala ndi kuyang'anira kwathunthu osati malonda okha, komanso malonda a pa intaneti, omwe pamapeto pake akhoza kukhala olamulira ofunika kwambiri. Ngakhale ndi malonda a pa intaneti ndikugwirizanitsa sitolo ndi matekinoloje aposachedwa, Ahrendts ali ndi chidziwitso chochuluka kuchokera ku British station yake, ndipo masomphenya ake ndi omveka bwino.
“Ndinakulira m’chilengedwe ndipo ndimalankhula Chingelezi. Mibadwo yotsatira ikukula m'dziko la digito ndikuyankhulana ndi anthu. Nthawi zonse mukalankhula ndi antchito kapena makasitomala, muyenera kutero papulatifomu, chifukwa ndi momwe anthu amalankhulira masiku ano. " Iye anafotokoza Ahrendts akuganiza za dziko lamasiku ano chaka chimodzi Apple asanalengeze kuti amulemba ntchito. Tiyenera kukumbukira kuti sanalamulire kampani iliyonse yaukadaulo yomwe imapanga zida zam'manja. Akadali mtundu wamafashoni, koma Ahrendts adazindikira kuti zida zam'manja, intaneti ndi malo ochezera a pa Intaneti ndizo zomwe anthu amakonda masiku ano.
Malinga ndi iye, mafoni a m'manja ndi chipangizo cholowera zinsinsi za mtunduwo. M'masitolo am'tsogolo, wogwiritsa ntchitoyo ayenera kumva ngati walowa patsamba. Makasitomala adzafunika kuwonetsa zinthu zomwe zili ndi tchipisi zomwe zimapereka chidziwitso chofunikira, ndipo masitolo adzafunikanso kuluka zinthu zina, monga kanema yomwe imasewera munthu akatenga katunduyo. Izi ndizo zomwe Angela Ahrendts ali nazo za tsogolo la masitolo, omwe ali kale kuseri kwa chitseko, ndipo akhoza kunena zambiri za momwe mbiri ya Apple Story idzakhalira.
Ngakhale Apple ikumangabe masitolo atsopano ndi atsopano, kukula kwawo kwachepa kwambiri. Zaka zitatu kapena zinayi zapitazo, malonda adakula ndi oposa 40 peresenti pachaka, mu 2012 anali ndi 33 peresenti, ndipo chaka chatha adathetsa nkhani ya Apple ndi kukula kwa 7% poyerekeza ndi nthawi yapitayi. .
Mfundo zomwezo
Chofunikira kwambiri kwa Tim Cook ndichakuti Angela Ahrendts amagawana zomwe Apple ali nazo. Monga a John Browett adatsimikizira, mutha kukhala opambana m'munda wanu, koma ngati simulandira chikhalidwe cha kampaniyo, simungapambane. Browett adapeza phindu kuposa zomwe makasitomala adakumana nazo ndipo adawotchedwa. Ahrendtsová, kumbali ina, amayang'ana chilichonse kudzera mu lens yosiyana pang'ono.
"Kwa ine, kupambana kwenikweni kwa Burberry sikumayesedwa ndi kukula kwachuma kapena mtengo wamtundu, koma ndi chinthu china chochulukirapo chaumunthu: chikhalidwe chimodzi chogwirizana kwambiri, chopanga komanso chachifundo padziko lapansi masiku ano, chomwe chimachokera pazikhalidwe zofanana ndikugwirizana ndi masomphenya wamba." iye analemba Ahrendts chaka chatha zitadziwika kale kuti apita ku Apple. Zaka zisanu ndi zitatu zomanga pamapeto pake zidapanga kampani ya Ahrendts akuti nthawi zonse amafuna kuigwira ntchito, ndipo zomwe adakumana nazo ku Burberry zidamuphunzitsanso chinthu chimodzi: "Zochitika zamphamvu zidalimbitsa chikhulupiriro changa cholimba kuti zonse ndi za anthu."
Ahrendts, apo ayi, Mkhristu wodzipereka yemwe amawerenga Baibulo tsiku ndi tsiku, sangakhale ndi vuto kuti agwirizane ndi chikhalidwe cha Apple. Osachepera malinga ndi zomwe amati zikhalidwe ndi malingaliro ake. Ngakhale Apple samagulitsa zodzikongoletsera ndi zovala kwa mamiliyoni, zogulitsa zake zimakonda kukhala zinthu zapamwamba kwambiri paukadaulo waukadaulo. Ndi msika uwu womwe Ahrendts amamvetsetsa bwino, monga momwe amamvetsetsa kufunikira koonetsetsa kuti makasitomala ali ndi mwayi wabwino kwambiri m'masitolo ake. Izi ndi zomwe Burberry anali nazo nthawi zonse, ndi zomwe Apple anali nazo nthawi zonse. Komabe, chifukwa cha Ahrendts, Nkhani ya Apple tsopano ikhoza kupita ku mlingo wotsatira, chifukwa American wofananayo akudziwa bwino za kufunika kwa zaka za digito, ndipo anthu ochepa padziko lapansi mpaka pano atha kugwirizanitsa ndi zochitika zogula. yekha ngati iye.
Pansi pa utsogoleri wake, Burberry adayamba kutengera mwachidwi chilichonse chatsopano chomwe chidangowonekera pamsika. Ahrendts ndi ukadaulo, kulumikizana uku kuli pamodzi ngati palibenso china. Anali m'modzi mwa oyamba kuzindikira kuthekera kwa Instagram ndipo adayamba kugwiritsa ntchito kutsatsa mtundu wake. Mkati mwa Burberry, adakhazikitsanso malo ena ochezera a pa Intaneti monga Facebook ndi Twitter, komanso amagwiritsa ntchito magazini apadziko lonse lapansi kuti akwezedwe. Pansi pake, Burberry adakula kukhala mtundu wamakono wazaka za 21st. Tikayang'ana Apple kuchokera kumbali iyi, kampani yomwe imakhala yamanyazi komanso yosasamala imakhalabe kumbuyo. Ndikokwanira kufananiza kuyankhulana kwa Apple pa malo ochezera a pa Intaneti, ndiko kuti, kumene masiku ano gawo lofunika kwambiri la mpikisano wampikisano likuchitika.
Apple nthawi zonse imakhalabe yotsika kwambiri pakulumikizana kwake ndi kasitomala. Ankapereka ntchito zabwino m'masitolo ake, koma zikuwoneka kuti mu 2014 sizokwanira. Zidzakhala zosangalatsa kwambiri kuwona momwe masitolo a Apple angasinthire pansi pa Ahrendts. Mfundo yakuti Tim Cook anali wokonzeka kuyembekezera kupitirira theka la chaka kuti awonjezerepo, amatsimikizira kuti amakhulupirira kwambiri mnzake watsopano. "Amagogomezera kwambiri zomwe makasitomala amakumana nazo monga momwe timachitira," Cook adafotokoza mu imelo kwa ogwira ntchito polengeza za ntchito ya Ahrendts chaka chatha. "Amakhulupirira kuti adzalemeretsa miyoyo ya ena ndipo ndi wochenjera mwaudyerekezi." Ahrendts amangolankhula ndi Tim Cook, kotero zidzakhala kwa iye momwe angalolere kusintha kwa malonda a maapulo.
Mwina mbuna
Sikuti zonse zomwe zimanyezimira ndi golide, umatero mwambi wina wodziwika bwino wa Chicheki, ndipo ngakhale pano sitingathe kuletsa zochitika zakuda. Ena amati Angela Ahrendts ndiye ganyu yabwino kwambiri yomwe Apple idapanga kuyambira pomwe idabweretsa Steve Jobs mu 1997. Komabe, panthawi imodzimodziyo, ndikofunikira kuzindikira kuti munthu tsopano akubwera ku Apple, yemwe alibe kufanana pakati pa kampaniyo mpaka pano.
Angela Ahrendts ndi nyenyezi, nyenyezi yapamwamba kwambiri padziko lonse lapansi, yemwe tsopano akulowa m'gulu lomwe anthu apamwamba kwambiri amakumana ndi atolankhani kapena kupezeka kwawo kumaphwando kumawonedwa ngati chochitika chapadera. Pa ntchito yake, Ahrendts adazunguliridwa ndi anthu otchuka ochokera kumakampani oimba ndi mafilimu, nthawi zambiri amawonekera pagulu, akumayimba zolemba zamagazini. Iye sanali mkulu wodekha amene amakokera zingwe kumbuyo. Izi ndizosiyana bwanji ndi utsogoleri wamakono wa Apple. Ngakhale zanenedwa kuti atha kulowa mu Apple potengera mayendedwe, sizingakhale zophweka kuti Ahrendts agwirizane ndi momwe kampaniyo ikugwirira ntchito.
Mpaka pano, mayi wabizinesi wokangalika adagwiritsidwa ntchito pofunsa mafunso nthawi iliyonse yomwe wina wawapempha, kumalumikizana ndi makasitomala komanso kulumikizana mwachangu pamasamba ochezera. Koma tsopano akubwera kumene sadzakhala wamkulu kwambiri, ndipo zidzakhala zosangalatsa kwambiri kuona udindo umene iye atenge ku Apple. Kaya Tim Cook kapena Jony Ive, awiri mwa amuna amphamvu kwambiri a Apple, adzawongolera, ndipo nyenyezi yowala idzakhala njuchi yogwira ntchito mwakhama, ndipo kunja palibe chomwe chidzasinthe kwa colossus yaikulu, yomwe, ngakhale atachoka Steve Jobs, zimachokera ku chinsinsi chachikulu komanso maubwenzi osagwirizana ndi anthu, kapena Angela Ahrendtsová ayamba kusintha Apple m'chifanizo chake, ndipo palibe paliponse pomwe palembedwa kuti sangathe kuchoka m'masitolo kuti asinthe chithunzi cha kampaniyo.
Ngati ali ndi mphamvu zambiri pantchito yake yatsopanoyo ndipo sangaimitsidwe, ndiye kuti ena amalosera kuti titha kuyang'ana CEO wamtsogolo wa Apple. Komabe, zochitika zoterezi zikanakwaniritsidwabe. Angela Ahrendts tsopano sakubwera kudzayang'anira kampani yonse, kapena ngakhale chitukuko cha zinthu zake. Ntchito yake yoyamba idzakhala kuphatikiza malonda a Apple ndi malonda a pa intaneti, kukhazikitsa masomphenya omveka bwino ndikubweretsanso masitolo a Apple pamwamba pa zomwe zikuyenda bwino komanso ma chart ogwiritsira ntchito patatha miyezi yambiri ya limbo.
komanso kuti dzina lake si Ahrendtsová, koma Ahrendts yekha, zizolowezi zoipa za atolankhani aku Czech zikukoka makutu anga ndi maso anga.
Chosangalatsa ndichakuti simusamala Cook, Cook, Jobs, etc. Kupendekeka ndi kwachilengedwe.
mukusokoneza mawu opendekeka ndi kupendekera
Sindisamala kuwonjezera ova ku mayina a anthu ena
Kupatula apo, zimandivutitsa pa seva ngati izi, zomwe sindimawona ngati boulevard kwa anthu osowa komanso komwe timadziwa jenda kapena zitha kulembedwa mosiyana.
momveka kupendekera / kutsika, komabe, ndi chiyani chomwe chimakuvutitsani kwambiri chokhudza ova?
ichi sichizoloŵezi choipa, chalembedwa motere paliponse. mukufuna kulembanso bwanji?
bwanji? chabwino, dzina lake lenileni ndi ndani, ndizowona kuti sizinalembedwe paliponse, kulikonse padziko lapansi lembani dzina lake momwe zilili, sizikundivutitsa, chifukwa si dzina lake, monga Hillary Clinton, ndi zina zotero. zifukwa zinapangidwa ndi akatswiri a zinenero , iwo samandikonda ine
Ndithudi osati kulikonse padziko lapansi, zimadalira kwambiri kamangidwe ka chinenerocho. Mwachitsanzo, ku Lithuanian ndimaperekanso mayina achimuna, Stevas Jobsas ndi Timas Cookas :-)
Ili ndi zifukwa zake.
http://prirucka.ujc.cas.cz/?id=700
Sindisamala chizolowezi choyipa cha atolankhani aku Czech kulemba mu Chicheki.
Bulu wakupha. pafupifupi zaka 30 zapitazo, sindinaone pamene Milos Skalaka anayambitsa disco pa CST ndi dzina: Samantha Foxova akusewera lero. ndipo ndinamukondabe zaka zingapo pambuyo pake, pamene adazindikira kulakwitsa kwake, kuti "dona" uyu sanatchulidwe Samantha Fox, koma Samantha Fox. Cili, ngati nditanthauzila maina acilendo, ndiye kuti nditawalemba molondola malinga ndi dziko limene dzinalo linayambira. Samanta Fox ndi Samanata Fox, Laurene Jobs si Laurene Jobs, mulungu aletse kugwira ntchito mwakhama;). Pepani, ndi malo ena. Kupatula gulu, aliyense ali woyipa. chonde, nafenso tiyime. Ngati wina ali ndi kena kake kolembedwa pa chizindikiritso chake, tiyeni tilembe m'nkhanizo osachipanga kukhala nkhani ya chilankhulo cha Czech, chomwe chakhala chosasinthika pambuyo pazaka mazana ambiri;)
Ndikumvetsetsa kuti poganizira kuchuluka kwa zolakwika zamagalasi zomwe mudapanga pamawu anu, muyenera kudana ndi CJ kwambiri. Koma sindikudziwa chifukwa chake ena (kuphatikiza akonzi) ayenera kugonjera.
Ngakhale zivute zitani, nkhaniyo si yachi Czech, ndi chilankhulo chosasinthika chamakampani chamtundu woyamba.
(Burberry)… ndi "chimodzi mwa zikhalidwe zolumikizana kwambiri, zopanga komanso zachifundo padziko lapansi masiku ano, zomwe zimayenderana ndi zikhalidwe zomwe zimalumikizidwa ndi masomphenya omwe amafanana," - wolemba ndakatuloyo amatanthauza chiyani pakutsanula uku? Mfundo zodziwika bwino komanso zachifundo pakampani yomwe imagulitsa nsanza zamtengo wapatali kwa snobs?
Hmm. Nthawi ina ndinaona kanema wa bambo Mára, komwe ananena kuti pamene ankayamba, sankadziwa Chicheki, koma sizinali zofunika. Zinali zofunikira kufotokoza lingaliro langa, ndipo nkhaniyi ili nayo, ngakhale ngati pali zolakwika ndipo kwa ena nkhaniyo ingawoneke ngati "chinenero chamagulu", mwinamwake ngati ndiyang'anitsitsa, ndikhoza kupeza zinthu zovuta apa ndi apo ...
Tonse timasinthika komanso wolemba. Kumbali ina, poyerekeza ndi maseva athu ena atolankhani, chilankhulo chathu chakubadwa pano ndichachitsanzo. Mulimonsemo, ndikanakonda kukambirana pamutuwu, ndithana ndi kalembedwe mwachindunji ndi wolemba pa adilesi yake, yomwe ingapezeke polumikizana.