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LI M U
1/ L do chn ti v mc ch nghin cu ca ti:
Trong bt k mt t chc no, ngi lnh o ng vai tr v cng quan trng. Mi nh lnh o s la chn cho mnh mt phong cch lnh o ph hp da trn nhiu yu t. L sinh vin ngnh qun tr kinh doanh, chng ti nhn thy vic nghin cu v phong cch lnh o ca nhng nh lnh o thnh cng trn th gii c ngha ht sc quan trng, c bit l i vi nhng ngi c nh dn thn vo con ng kinh doanh y th thch v th sc mnh trong vai tr lnh o. Chnh v vy, chng ti chn Steve Jobs mt nh lnh o gt hi v s thnh cng, a Apple t mt cng ty khng tn tui tr thnh mt ch hng mnh, mt i gia tn tui trong lnh vc cng ngh thng tin v cng nghip gii tr. Thng thng, khi nhc n phong cch lnh o c on, ngi ta thng c nhng thnh kin khng hay i vi nh lnh o s dng phong cch lnh o . H ngh rng nhng nh lnh o y thng lm dng quyn lc buc cp di phc tng theo mnh lnh ca mnh. Vy phong cch lnh o c on c phi l mt phong cch m nhng nh lnh o khng nn p dng, c bit l trong nn kinh t hin nay hay khng. Mt ngi tng ni : Dn ch khng to nn nhng sn phm tuyt vi. lm c iu , cc anh cn mt nh c ti thng thi. Vi Steve Jobs dng nh ng ng tnh vi cu ni ny v ng la chn cho mnh mt phong cch lnh o duy nht, l phong cch lnh o c on . Thc t cho thy, qua 12 nm Apple vi cng v l gim c iu hnh , di s lnh o ti tnh ca ng, Apple to ra nhng sn phm v cng tuyt vi c th k n nh Ipod, Iphone, Imac, Macbook Air, Tuy nhin, khng ch mang li nhng thnh cng vang di, phong cch lnh o c on ca ng cng to ra nhng h qu tiu cc. Xt v thi gian lu di, vic Steve vn khng khng gi phong cch lnh o c on c nh hng n s tn ti v pht trin ca Apple hay khng? gp phn tr li cho nhng vn trn, nhm chng ti la chn ti ny v mong mun s hc hi tch ly c kinh nghim lnh o, h tr cho cng vic tng lai. 2/ Phng php nghin cu: - Phng php phn tch v tng hp. Phng php din dch. Phng php quy np. Phng php logic bin chng.

3/ Tn v kt cu ti: Tn ti : Phong cch lnh o c on ca Steve Jobs ti Apple. Kt cu ti : Gm 3 chng : - Chng 1 : C s l lun v phong cch lnh o c on ca Steve Jobs ti Apple. Chng 2 : Phn tch thc trng v phong cch lnh o ca Steve Jobs ti Apple.

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Chng 3 : Gii php v phong cch lnh o c on ca Steve Jobs ti Apple.s

Mc d c gng, song trong qu trnh nghin cu chng ti khng trnh khi nhng sai st, knh mong thy thng cm v gp cho nhm chng ti thc hin nhng ti sau c tt hn.

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Chng 1: C s l lun v phong cch lnh o c on ca Steve Jobs ti Apple 1.1 Lnh o l g? 1.1.1 Lnh o l g? _ Lnh o l mt thut ng cha c hon chnh v vn ang c tip tc nghin cu. Nghin cu v lnh o l nghin cu v s tc ng ca con ngi vo con ngi. Hin nay, c rt nhiu nhng quan im khc nhau v lnh o. Mt trong nhng quan im ph hp v c s dng ph bin nht chnh l: Lnh o l tin trnh iu khin, tc ng n ngi khc h gp phn lm tt cc cng vic, hng n vic hon thnh cc mc tiu nh ca t chc. Hn na, lnh o cn l kh nng li cun ngi khc i theo mnh, ng thi bit thng tin cho nhn vin cp di h bit h cn lm nhng g v t c nhng g. _ Cc hot ng lnh o c bn l: + Ch o: cung cp cc ch dn v gim th vic hon thnh nhim v ca nhn vin mc cao nht + Gi : hng dn, gii thch cc quyt nh, vch ra hng tc nghip v gim st nhn vin thc hin. + H tr - ng vin: to iu kin thun li v mi mt cho cc c gng ca nhn vin nhm hon thnh nhim v v chia s trch nhim vi h trong vic la chn quyt nh, to cho nhn vin c hi tho mn cao nht trong cng vic. + n c: thc y nhn vin hon thnh cng vic + Lm gng trong mi s thay i + U quyn: trao trch nhim, quyn quyt nh v gii quyt vn cho nhn vin. 1.1.2 Nh lnh o l ai? _ Nh lnh o: nh lnh o l danh t ch ch th thc hin hnh ng lnh o. Hiu rng hn, nh lnh o l ngi c kh nng to ra tm nhn cho mt t chc hay mt nhm v bit s dng quyn lc ca mnh gy nh hng cho nhng ngi i theo thc hin tm nhn . _ Mt nh lnh o phi m bo c 3 yu t: kh nng to tm nhn, kh nng truyn cm hng v kh nng gy nh hng _ thc hin cng vic chnh ca nh lnh o l to ra tm nhn cho t chc, truyn cm hng v gy nh hng, nh lnh o phi c nhng phm cht c bit. Nng lc lnh o ph thuc nhiu vo phm cht ca nh lnh o. Phm cht chnh l nhng yu t to nn gi tr ca nh lnh o. Chuyn gia trong nghin cu c tnh c nhn Ralph Stogdill tin hnh hng lot nghin cu v lnh o v kt lun: Nh lnh o phi c ng c mnh m, s am m mnh lit v lng kin nhn trong vic t c mc ch ra, kh nng dm mo him v tnh sng to

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c o trong cch gii quyt vn . Lnh o phi c kh nng khi xng cc hot ng mi m vi s t tin, s sn lng chp nhn hu qu cho cc quyt nh v hnh ng ca mnh, c kh nng i ph vi cng thng, sn lng tha th. Nhng lu v lnh o: _ Lnh o l qu trnh gy nh hng. _ Lnh o v quyn lc l 2 phm tr gn lin v lin quan vi nhau. Trong , quyn lc l kh nng nh hng, tc ng n hnh vi ca ngi khc v l phng tin ngi nm gi quyn lc t c mc ch ca mnh. Ngi lnh o c v tr cao nht trong mt t chc l ngi c quyn lc ln nht trong t chc . 1.2 Phong cch lnh o l g? 1.2.1 Khi nim: _ Vn ha qun l lu nay vn c xem l cu thnh bi rt nhiu phong cch lnh o khc nhau. Nhng phong cch ny c hnh thnh da trn h thng nhng gi nh v lun thuyt ring. Mi ngi s la chn cho mnh mt phong cch lnh o ring da trn kt hp cc yu t bao gm: nim tin, gi tr v nhng tiu chun c nhn lin quan, nhng yu t v vn ha doanh nghip v cc chun mc chung m trn mt h thng tng th chung . _ Phong cch lnh o l nhng phng php hoc cch thc nh lnh o thng dng gy nh hng n i tng b lnh o. Phong cch lnh o khng ch th hin v mt khoa hc v t chc lnh o, qun l m cn th hin ti nng, ch hng, ngh thut iu khin, tc ng ngi khc ca ngi lnh o. _ Phong cch lnh o l h thng cc du hiu c trng ca hot ng v qun l ca nh lnh o, c quy nh bi cc dc im nhn cch ca h. _ Phong cch lnh o l kt qu ca mi quan h gia c nhn v s kin, v c biu hin bng cng thc: Phong cch lnh o = c tnh * mi trng( mi trng gm: mi trng lm vic, h t tng, nn vn ho,). Nh vy, Phong cch lnh o l kiu hot ng c th ca ngi lnh o c hnh thnh trn c s kt hp cht ch v tc ng qua li bin chng gia yu t tm l ch quan ca ngi lnh o v yu t mi trng x hi trong h thng qun l. 1.2.2 Phn loi phong cch lnh o: Phong cch lnh o c chia lm 3 loi: _ Phong cch c on. _ Phong cch dn ch. _ Phong cch t do. 1.2.3 Cc yu t nh hng n phong cch lnh o: _ Cc mi quan h c da trn s tn trng v tin tng hay da trn s thiu tn trng? _ Ai l ngi nm gi thng tin ngi lnh o, cc nhn vin hay l c hai? _ Cc nhn vin c hun luyn ra sao v ngi lnh o hiu r cc nhim v nh th no? _ Cc mu thun ni b.

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_ Mc sc p: s k vng ca cp trn, ca cc c ng v ca nhn vin. 1.3 Phong cch lnh o c on l g? 1.3.1 Lnh o c on (chuyn quyn) _ Nh qun tr p t nhn vin; cc nhn vin nhn v thi hnh mnh lnh. _ Thng tin l mt chiu t trn xung. 1.3.2 Khi nim phong cch lnh o c on: _ Phong cch lnh o c on : Kiu qun l mnh lnh c on c c trng bng vic tp trung mi quyn lc vo tay mt ngi qun l, ngi lnh o qun l bng ch ca mnh, trn p ch v sng kin ca mi thnh vin trong tp th. _ Phong cch lnh o ny xut hin khi cc nh lnh o ni vi cc nhn vin chnh xc nhng g h mun cc nhn vin lm. _ Ngi lnh o c phong cch lm vic c on s iu hnh vi t tng nhn vin phi lm nhng g h ni, hon thnh cng vic theo nh hng c cc ng ch vch ra v c xc nh bi mong mun ca vic sn xut. Cc nh lnh o c ti thng gi cho cc nh qun l cp di v a cho h ch th cng nh li khuyn vi t tng nhn vin s tun theo. H cm thy nhn vin cn s ch o nghim ngt hn, cc bin php kin quyt v quyt nh mnh m hn. Phong cch qun l ny cho php nhn vin bit nhng g h cn phi lm, h s lm nh th no v lc no cc nhim v phi hon thnh. 1.3.3 c im: _ Nhng nh lnh o chuyn quyn cao t c lng tin vi cp di, thc y ngi ta bng e do v thng pht bng nhng phn thng him hoi, tin hnh thng tin t trn xung v gii hn vic ra quyt nh cp cao nht. _ Nhn vin t thch lnh o. c bit l i vi nhng nhn vin c y nng lc, trnh v kinh nghim. _ Hiu qu lm vic cao khi c mt lnh o, thp khi khng c mt lnh o. Nhn vin thng lm vic mt cch th ng. Nh lnh o khng khi dy v tn dng kh nng sng to ca nhn vin di quyn v nhn vin quen lm theo mnh lnh v ch dn ca mnh. _ Khng kh trong t chc: gy hn, cng thng, ph thuc vo nh hng c nhn. 1.3.4 Nhng giai on cn p dng phong cch lnh o c on. _ Giai on bt u hnh thnh ca mt t chc hay doanh nghip: l giai on tp th cha n nh, mi thnh vin thng ch thc hin cng vic theo nhim v c giao. _ Giai on tng i n nh: + Trong nhng tnh hung i hi nh lnh o cn phi c nhng hnh ng khn trng kp thi, c nhng quyt nh nhanh chng. V d nh: ng trc nhng c hi ln nhng nh lnh o vn cha tm c ting ni ng thun ca nhn

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vin, khi y nh lnh o cn phi t mnh a ra nhng quyt nh dt khot v kp thi + Khi c s bt ng trong tp th, c s th ch, chia r ni b, nh lnh o cn phi p dng kiu lnh o c on, s dng ti a quyn lc ca mnh hon thnh mc tiu ca t chc. 1.3.5. Nhng i tng cn p dng phong cch lnh o c on. _ i vi cc nhn vin a chng i, khng c tnh t ch, thiu ngh lc, khng c k lut, km tnh sng to 1.4 Phong cch qun l: 1.4.1 C 4 kiu phong cch qun l: _ Qun l kiu hng dn. _ Qun l kiu t vn. _ Qun l kiu h tr. _ Qun l kiu phn cp hay y quyn. 1.4.2 Qun l kiu hng dn: _ Nh qun l s hng dn nhn vin lm th no hon thnh cng vic kim tra cht ch hot ng ca nhn vin v t mnh a ra hu ht quyt nh. _ y l phong cch thch hp nht qun l nhn vin mi vo ngh hoc i vi nhng ngi thc hin cng vic khng tt. _ Nu nh qun l ch s dng mt phong cch ny th s tr thnh tiu tit, c on. 1.5 Nguyn nhn dn n phong cch lnh o c on ca Steve Jobs: C tnh: _ T tin, c tnh t lp, t ch cao. Steve Jobs sinh ngy 24/2/1955 ti California, M. Ngay trong tun u tin cho i, s phn ca Jobs dng nh c nh sn. B m Steve l sinh vin nn a cu b mi sinh vo tri m ci. May mn l gia nh Pol v Carla Jobs nhn Jobs lm con nui. _ Sau 6 thng hc i hc Reed, Jobs b hc v sng nhng ngy thng c cc nht cuc i mnh. Khng c k tc x, ng phi ng sn nh phng cc bn, tr v lon Coca ly 5 cent mua thc n, v i b hn 10 cy s dc thnh ph vo cc ngy ch nht n n mt ba lm phc hng tun ca n Hare Krishna. Steve Jobs cho rng ng tht s thch cuc sng bi chnh nhng g xem, nghe, thy, khm ph bng tr t m v tri gic ca tui trlc bin thnh nhng kinh nghim qu bu cho ti sau ny. Chnh nh mt xut thn tm thng cng nhng nm thng c cc phi bn chi mt mnh kim sng khin tnh cch ca Steve Jobs tr nn c lp. ng lun ngh c th mt mnh quyt nh v vt qua mi chuyn mt cch tt p. _ 1985, Steve Jobs b buc ri khi Apple, ra i vi bn tay trng, ng lp ra NeXT Computer v hng phim hot hnh ni ting Pixar Amination, v nm 1997

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Jobs quay v Apple trong vinh quang vi vai tr ca ngi th lnh. Nh vy mt ln na ng li vt qua kh khn v thnh cng bng chnh i chn ca mnh. Tm li, vi bn tnh sn c cng vi s tc ng ca cuc sng y th thch to nn mt Steve Jobs nh ngy hm nay, t lp v y ngh lc, t tin v bn lnh, lun ngo ngh vi i v y cht c on. V vy khi ng tr thnh tng gim c ca Apple, ng lun p t suy ngh v cch lm ca mnh cho ngi khc, t mnh la chn v a ra phng thc gii quyt vn mt cch c on m khng cn s tham gia hay gp ca bt k ai. _ Cu ton, bng bnh, li ngh khc ngi. + Steve Jobs l ngi cu ton, lun mun mi vic mnh lm t kt qu hon ho nht chnh v vy ng lun nghim khc vi bn thn, vi nhn vin v vi chnh nhng vic mnh ang lm. + ng c suy ngh khc ngi v kh nng t duy sng to. ng th hin iu ngay t nhng ngy thng cn ngi trn gh nh trng, thy gio ca ng nhn xt rng: "Steve khc mi ngi hai im: Lun lm li, c n v c kh nng nhn tuyt vi cc s vt, cc hin tng trong mt th gii khc". + Khng mt CEO no bng bnh, ngoan c, nh Jobs khi a ra nhng nguyn tc ring ca ng, c tt v xu. Vi tnh cch ngang tng lun lm theo nhng g mnh thch, ng khng mun b chi phi bi mi th xung quanh. _ C kh nng li cun ngi khc. + Steve Jobs c kh nng thuyt phc v li cun ngi khc, chnh kh nng ny to cho ng thi quen c ngi khc nghe theo, phc tng, t hnh thnh nn phong cch c on ca ng. Mi trng: _ Nm 1997, khi Steve Jobs quay tr li Apple, cng ty ang trong thi k tut dc. vc dy mt ch ang li tn, cn phi thng tay loi b nhng phn t mc rng, thi nt v sng to ra nhng th mi hn, hon ho hn bng s n lc ht mnh. Chnh v vy, s cng rn v uy quyn ca nh lnh o l v cng cn thit i vi Apple lc ny. _ Lc quay tr v Apple, nhn vin khng c tnh t ch, thiu k lut, thiu ngh lc v khng sng to, thm ch cn chng i. Chnh v vy, Steve Jobs cn p dng phong cch lnh o c on. _ Vic ng b ra khi cng ty do chnh mnh thnh lp v tm huyt vi n khin ng tr nn c on sau khi quay li cng ty, nhm mc ch khin nhn vin khip s v phc tng mnh. _ Do Steve Jobs nm gi chc v cao nht Apple nn ng c quyn hn v tr v quyn lc cao nht cng ty, do , ng d lm dng quyn hn ca mnh. _ Mi trng cnh tranh khc lit v tnh cht ca ngnh cng ngh thng tin i hi Apple phi c nhng chin lc kinh doanh to ra bc t ph mang tnh sng to v bo mt tuyt i. Cc sn phm c to ra lun t ng cp cao, hon ho v

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vt trn s mong i ca khch hang, nh ng tng ni: Dn ch khng to ra nhng sn phm tuyt vi. lm iu ny, cc anh cn mt nh c ti thng thi. Chng 2: Phn tch thc trng v phong cch lnh o c on ca Steve Jobs ti Apple. 2.1 Thc trng v phong cch lnh o c on ca Steve Jobs ti Apple: 2.1.1 Nhng biu hin c on ca Steve Jobs: _ Biu hin c on ca Steve Jobs ti Apple: + ng thng xuyn p t nhng suy ngh khc ngi ca mnh ln ngi khc. ng hay a ra nhng quyt nh mt cch c on trong chp mt, khin khng t ln Jobs lm mi ngi phi ngc nhin sng s. S ra i ca chic my iMac nm 1997 chnh l minh chng cho s c on ca ng. Vi tng k l v thit k nh qu cu trong phim khoa hc vin tng, Jobs nhn c 38 l do t chi t b phn k s, h cho rng tng ny l khng th thc hin c. Nhng Jobs gt pht i v khng nh Ti l tng gim c v ti ngh chng ta lm c. Tuy nhin, khng phi lc no Jobs cng ng. Vic ra nhng quyt nh mang tnh c on m khng bn bc k lng v tham kho kin ca mi ngi a Jobs i mt vi nhng sai lm cht ngi. Mt v d in hnh l vo trc 1985, trong khi cc hng my tnh sn xut phn cng khc ng dng phn mm iu hnh ca Microsoft, th Jobs li khng khng t nghin cu v sn xut phn mm iu hnh ring cho my ca mnh. Tuy nhin, khi sn xut ra th phn mm li thi so vi cc i th cnh tranh khc. + Trc khi Jobs tip qun, khu cng s c mt bu khng kh thoi mi. Cc nhn vn thch i loanh quanh ht thuc v tn gu trong sn khu lin hip R&D. Vi nhn vin c v tiu ph hu ht thi gian nm thc n cho ch ca h. Jobs bt buc phi c nhng nguyn tc mi. ng ra lnh l khng cho ht thuc ti bt c ni no trong t chc. Ri ng cm ch vo cng s, ly c v ch bn thu v vi ngi d ng vi n. Cc nhn vin rt bt bnh v cho rng Jobs khng hiu h. Mi ngi ang nhn thc rng Jobs c th khng nh uy quyn ca mnh bt c mt no trong cng ty. Mi vic trong Apple , ang v s i theo tm nhn ca nh gim c c on ny, t quy nh cm ht thuc, cch nu nng c li cho sc khe n vic bin tp nhng mu qung co trn truyn hnh. + Trc khi Jobs tip qun cng ty, mi ngi ti Apple rt thch tit l b mt. H lm vy mt phn v cng ty t c s tip th. H cho rng cch duy nht mi ngi bit v n l t bn thn mnh tit l. Tuy nhin, Jobs i ngc li hon ton nhng quan nim v khng khng cch lm vic ca mnh. u tin, cc nhn vin rt ni gin v bt bnh. y l tin Steve Jobs xy dng nn lut im lng- vn ha cng ty ni ting ca Apple.

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+ Steve Jobs c thi rt kht khe i vi nhn vin ca mnh, ng lun i hi s hon ho n tng chi tit v khng chp nhn mt sai st no d l nh nht. + Jobs cn ni ting vi tnh lm quyn c nhn, bi ng c th sa thi bt c mt nhn vin no trong cn nng gin. Nhiu nhn vin cp cao ca ng ti Apple lm vic vi Jobs nhiu nm lin, trong s mt s ngi phi ngm ngi ra i, h cho rng, tuy Jobs tn bo, nhng khi bn ng, h cha bao gi lm vic tt hn th. + Jobs cng kht ting trong vic la ht cc gim c v cc nhn vin ca cng ty mt cch khng thng tic. Cu gim c PR ca Apple b Laurence Clavere khi c hi c x nh th no vi sp ca mnh, tr li rng, trc khi bt u cuc hp vi Jobs b lun m trong u ngh: Ti gi v nh ti cht. ng thi lu thm: Lm vic vi Jobs l mt thch thc khng khip, th v khng khip v i khi cng kh khn khng khip. + Bn cnh , Jobs cn l ngi ni ting qu kht khe vi cng on, ng p dng nhiu bin php m phn vi i din cng on, nh: da ph sn, thu ngoi c th t c nhng tha thun c li. Chnh v vy, khng kh lm vic Apple lun cng thng v nght th di p lc ca cng vic v i hi nghim khc t v gim c. _ Cch thc iu hnh ca Jobs trong cng vic: + L cha ca 103 bn quyn ca Apple, mi th t giao din ca iPod n h thng h tr cho b thang my c dng trong cc ca hng bn l ca Apple, ng lun c s tham gia v gim st n tng chi tit nh nht. ng khng th yn tm mi th s hon ho nu khng c s gim st cht ch trong mi khu. Vit v Steve Jobs trong hi k ca mnh, Jonh Sculley- tnh ch ngy no ca Steve Jobs pht biu nh sau: Mt ngi cung tn vi ci nhn thc t nh th li khng th thch ng vi mi trng cha hon thin xung quanh. + Steve dng nh ng u v c mt khp mi ni trong cng ty. 2.1.2 Lut im lng - h qu t phong cch iu hnh c on ca Steve Jobs ti Apple: B mt khng ch l chin lc quan h vi gii truyn thng m tr thnh th vn ha c trng ca Apple. l h qu c a n t nhng hnh ng c on ca Steve Jobs. _ Lut im lng: do Steve Jobs t ra. Lut ny quy nh nghim ngt v vic tuyt i bo mt mi thng tin lin quan n Apple i vi khch hng, i th cnh tranh v thm ch i vi chnh cc nhn vin v c ng ca mnh. _ Bin php trng pht ca Apple l ht sc nghim khc: + Vi bt k ai vi phm nguyn tc im lng, d l v tnh hay ch l s vi phm cht xu u phi nhn n pht thng l sa thi ngay lp tc.

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+ in hnh l Edward Eigerman mt ngi tng c 4 nm kinh nghim lm k s cho Apple b ui khi hng hi nm 2005 khi ng nghip ca anh dnh lu vo v tit l mt vi phc tho v phn mm mi cho khch hng. Mc d khng lin quan nhng Eigerman b ui v l bn ca th phm. _ Khng kh lm vic: + B mt tuyt i l nguyn tc u tin v cng l nguyn tc quan trng nht i vi tt c nhng ai ang lm vic ti Apple bt k l mt nhn vt bnh thng hay l mt qun l cp cao. + Nhng ngi tng c c hi c lm vic ti Apple khng ngn ngi gi l th vn ha doanh nghip c phn k cc. + Apple cn l mt trong s nhng hng cng ngh him hoi ni ting vi truyn thng lun lun cung cp nhng thng tin gi cho nhn vin ca chnh mnh v sn phm sp ra mt. Mt cu nhn vin ca Apple cho bit Phillip Schiller, Ph ch tch kim gim c Marketing ca hng thng xuyn t chc nhng cuc hp ni b b mt. Trong nhng cuc hp , cc thnh vin lun nhn c cc thng tin v cu hnh, tn gi cng nh gi bn ca nhng sn phm mi m Apple sp ra mt. Trc khi tham d cuc hp, mi ngi u phi k mt bn cam kt khng tit l thng tin. Mi chuyn s chng c g ng ni nu tt c nhng thng tin y khng phi l gi. Sau , Apple cn lin tc theo di nhng phng tin thng tin i chng kim tra xem nhng thng tin gi c b r r ra ngoi hay khng. + Chnh v vy, vic hng ny tit l v tnh trng sc khe ca v tng gim c kim ng sng lp hng Steve Jobs, ngi ang phi i u vi cn bnh ung th tuyn ty v va phi tri qua mt ca cy ghp gan c cho l mt s ngoi l phi thng. _ Thi ca nhn vin: + Lut im lng ca Apple khc nghit n ni ngay c nhng qun l cp cao cng cm thy rt s khi phi i din hay ch l i ngang qua Steve Jobs. Mt nhn vin cao cp hin nay ang lm vic cho Apple, vn rt ci m v hay ni chuyn cng ti mt v chi y y khi c hi v tnh trng sc khe ca Jobs mc d nhng thng tin c cng b trn bo ch. V qun l ni: ng ni v chuyn , vn ny qu nhy cm. + Cch vn hnh ca cc phng ban: Jobs lnh o cng ty theo kiu ai lm vic ny v mi ngi phng ny khng h bit nhng ng nghip phng bn ang lm g. B phn bo mt: + Nhng nhn vin trong cc d n b mt phi i qua mt lot nhng cnh ca an ninh. Ti xch ca h b kim tra, lc sot v phi nhn mt mt m ring bit cho tng ngi mi c th bc chn vo vn phng ca h. Tt c cc khu vc trong tr s ca hng u c theo di bng carmera an ninh.

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+ Vi sn phm, cp bo mt sn phm ca Apple xng ng c c nhng c quan tnh bo phi hc tp. Ch mt s nhn vin rt hn ch c lm vic trong b phn kim tra th sn phm c c hi chm tay v sn phm trc khi chng chnh thc c tung ra th trng. Trong phng kim th, mi nhn vin ch c th bit c b phn hay chi tit m h ang lm vic ch khng bao gi c bit ht tt c. Mi chi tit u phi c bc trong mt chic ti mu en trong sut qu trnh lm vic. Nu c lc no , sn phm cn phi c b ra ngoi ti, nhn vin lm vic vi sn phm phi bm mt chic n cnh bo mi ngi khng c . B phn Marketing: + Trong th trng cnh tranh khc lit hin nay khi m tt c cc doanh nghip khc ngy cng mun c xch li gn vi khch hng ca mnh hn thng qua c nhng knh giao tip khng chnh thc nh blog, Twitter, Facebook, th Apple li khng khng gii hn n mc ti a vic giao tip vi gii truyn thng, khch hng v c ng ca mnh. + Khng c bt c mt thng tin no d l nh nht v sn phm c tit l cho n khi sn phm c ra mt. Nguyn tc c p dng vi c nhng nhn vin trong cng ty. Hu ht tt c nhn vin ca Apple cng u ngc nhin v ho hc vi sn phm mi ca h khng km g nhng ngi ang xp hng ch mua sn phm. Mt k s h thng ca Apple tng pht biu: Ti c dp chng kin mt bui ra mt ca sn phm iPod. Tht k l l tt c nhng ngi trong hng m ti quen bit u ch bao gi c bit v sn phm ny. _ Mt s v kin ca Apple: chnh v vn ha im lng mt cch k quc ca Apple khng t ln lm hng dnh lu vo nhng v kin lm tn hi n danh ting ca Qu to. + Cch y 5 nm, Apple n kin mt lot cc blog vi co buc rng h vi phm lut b mt thng mi cng nh vi phm quyn c bo v th nht trong hin php Hoa K. Nhng sau ta n bang California tuyn cho cc blog kia thng kin v buc Apple phi tr ti 700.000$ tin n ph. + Apple cn l nguyn n nhiu ln khi kin blog c tn l Think Secret v tr thnh mt trong nhng tc nhn chnh khin blog phi ng ca. 2.1.3 Nhng vn ang t ra hin nay cho Apple: 2.1.3.1 Khch hng trung thnh dn ri b Apple v lut im lng: Khng ai c th ph nhn Apple l hng cng ngh ang c a chung v hp dn nht th gii. Cng khng ai c th ph nhn cc sn phm ca h lun lun khin nhng tn cng ngh ho hc. Nhng c iu mi ngi u cm thy rt kh hiu khi Apple lun lun l k lnh lng v xa cch i vi khch hng. _ Mt khch hng lu nm ca hng tm s: T hn mt nm nay, tnh yu ca ti vi Apple ngy cng rn nt. V ngoi b him, kn o v o mo ca Steve Jobs khin ti dn cm thy khng cn khoi na. Cng vi , ti nhn ra

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Microsoft ngy cng thu ht mnh hn, vi mi quan h ngy cng bnh ng, thn thin hn vi ngi dng ch khng b bch, bt ngi khc phi t m ch i cc tin mi nh cch Apple vn ang lm. _ Mt khch hng khc: Vi nm ti, rt c th Apple s phi i mt vi mt cuc ni dy ca ngi dng, khi nhng g Microsoft, Google v c mt s cng ty mi ni khc ang ngy cng t ra vt tri Qu to kh nng PR. Ngoi ra sn phm v dch v ca cc hng ny cng ngy cng tr nn n nh v c tnh m hn. Sng to ra nhng sn phm tuyt vi khng hn gip bn tr thnh i gia. 1.2.3.2 Nhng thnh tu ni bt m Steve Jobs mang li cho Apple: Nhn chung, tuy i lc phong cch lnh o ca Steve c dy ln khng t d lun nhng c th thy di s lnh o ca Steve, Apple ly li v th th lnh ca mnh bng nhng t ph trong cng ngh s. Nm 1997, Jobs quay tr li vi Qu to to nn cn st ln trn th trng, nhanh chng a Apple snh vai vi cc i th nh Dell, Hewlett Packard. Nh ti cm qun ca Steve Jobs, Apple pht trin mnh m, lin tc vn ti nhng lnh a vn khng phi l th mnh ca h vi nhng pht minh c o. _ Trn th trng my tnh: + Phi k n l s tr li ng ua trn th trng my tnh ca Apple khi Steve Jobs tip qun li vo nhng nm 1997 1998 vi cc dng my tnh c thay i kiu dng v sn xut vi nhiu mu sc khc nhau. H iu hnh Mac OS X ca Apple cng c hon thin khng ngng vi giao din ngi dng cn n tng hn c Window. + Vi nhng cch tn lin tc, cc dng my tnh ca Apple ngy cng c tiu th nhiu nh my tnh xch tay Power Book, my tnh bn iMac G5. + Vi dng my iMac, ngnh my tnh th gii li phi sng s trc c sng to v tng to bo ca Steve Jobs: my vi kiu dng n tng v mt h iu hnh c kh nng h tr tt c cc ng dng quan trng. + Trong nm 2007, Apple cng cho ra mt h iu hnh Leopard v c nh gi l i th xng tm ca Window Vista. _ Th trng in t gii tr: + Ct mc u tin l nm 2001, Steve v Apple tung ra sn phm thit b nghe nhc s iPod lm c th gii phi ch vi nhng tnh nng vt tri nh: dung lng nh 30G, c th cha 7500 bi ht, 25000 bc hnh v 75 gi xem video, Ipod ngay lp tc chim lnh hu ht th trng. + Khng dng li , Steve li lm c th gii m nhc xn xao khi cho ra i dch v ti nhc s iTunes trn Internet vi hng triu bi ht c download mi tun. Hin nay, Apple chnh l ng trm dn u th trng download nhc hp php trn Internet.

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+ Nm 2007, Steve li tip tc tung ra th trng sn phm u thu k thut s iTV vi cng ln n 40G, cho php lu ti 50 gi phim cho php ngi dng download video t mng Internet v my tnh v bn clip ln mn hnh TV thng thng. + Cui nm 2007, vi Qu bom tn iPhone, Steve Jobs lm cho c th gii phi thc s thn phc v sc sng to. iPhone chic in thoi di ng kt hp vi my nghe nhc iPod, tnh nng xem phim, duyt Internet, check mail, vi kiu dng mng, khng c phm bm thng thng m l mn hnh cm ng l mu in thoi c ch i nht trong lch s v sau vi thng nhanh chng b xa tt c cc mu in thoi thng minh khc c mt trn th trng M vi tc cha tng c trong lch s th trng di ng. 1.2.3.3 Sc khe ca Steve Jobs hin nay v vn ha im lng ca Apple. C th ni, sc khe ca Gim c iu hnh lun l vn ln ca bt c doanh nghip no. Nhng vi Apple, ni Jobs cho li sut mt thp k qua v gt hi v s thnh cng khng l, vn y li cng trng i. Nm 2004, Jobs thng bo ng va tri qua mt cuc phu thut thnh cng iu tr mt chng bnh ung th him gp. Mc d vy, ni lo s rng Apple s "nh mt" v lnh o ti ba ca mnh lan rng trong c nm 2008, khi Jobs ngy cng xanh xao, mt mi v gng mt hc hc mt cch d thy. S vng mt ca Jobs sut nm 2008, cng vi vic ng s khng thuyt trnh trn sn khu Macworld 2009 nh thng l hng nm, lm dy ln tin n rng tnh trng sc khe ca Jobs ang rt xu. Vo thi im , Apple cng khng a ra bt k bnh lun no. Cc thnh vin qun tr Apple nhc i nhc li rng sc kho ca Steve Jobs l mt vn ring t. Di thi Steve Jobs, Apple vn lun im lng nh th. Khng bao gi c mt li gii thch, mt li bnh lun trc nhng li n thi. Nhng sn phm mi hay quyt nh quan trng ca Apple ch c "tit l" trong nhng hi ngh thng nin ca Apple, chng hn nh MacWorld hay WWDC. Tuy nhin, s kn ting ca "Qu to" gy ra khng t s bc dc cho cc nh u t cng nh cc chuyn gia phn tch. Khi cc nh u t "th thm" v vn sc kho ca Jobs, khng phi l cu chuyn phim trong nhng bui gp g ca h, m bi v sc kho ca Steve Jobs c tc ng thc s ti tng lai ca Apple Nh Charles Wolf, chuyn gia phn tch ca Needham & Company, tng ni: "Apple l Steve Jobs v Steve Jobs l Apple. Ti tin rng c phiu ca Apple s gim t nht l 25% gi tr nu nh Steve Jobs ri khi cng ty". C th ni Steve Jobs chnh l Apple. 2.2 Phn tch thc trng phong cch lnh o c on ca Steve Jobs ti Apple: 2.2.1u im: 2.2.1.1 Phong cch lnh o c on ca Steve Jobs:

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_ Vic Steve Jobs p t nhng suy ngh ca mnh ln nhn vin v a ra nhng quyt nh c on trong chp mt gip Jobs tn dng c thi gian, gip gii quyt nhanh nhng vic khn cp m nu chn ch c th gy hu qu nghim trng cho cng ty, gip nh lnh o tn dng c thi c, trnh c nhng bn ci khng cn thit. t bit t vic p t nhng suy ngh khc ngi ca ng ln ton b cng ty, hng lot sn phm c o v mang tnh t ph cao ra i. Sn phm ca Apple l s ng cp trong thit k v khng ging bt k mt sn phm nghe nhn gii tr in t no. _ Nhng i hi kht khe ca Jobs trong cng vic, cng vi vic khng ngn ngi sa thi bt k nhn vin no khng p ng yu cu to sc p ln nhn vin bn thn h phi tht s c gng, khng nhng hon thnh cng vic c giao m cn phi hon thnh mt cch xut sc. Mt ngi ch lm xut sc cng vic c giao khi anh ta ng trc p lc v thi gian hon thnh v yu cu cao v cht lng cng vic. _ Trong giai on sau khi Jobs v tip qun Apple, cng ty ang trong tnh trng tut dc thm hi, i ng nhn vin k lut thp, khng c ngh lc, thiu tnh sng to, b my hot ng quan liu . Lc ny, chnh cch iu hnh c on ca Jobs a nhn vin i vo khun kh, mi ngi lm vic trong mt mi trng chuyn nghip, tnh k lut cao v b my cng ty vn hnh mt cch hiu qu nht. _ Vic tham gia v gim st n tng chi tit nh nht ca Steve Jobs gp phn gim thiu n mc ti a nhng sai st, tit kim c chi ph, to ra nhng sn phm tng i hon ho, mang tnh vt tri ca Apple so vi cc i th cnh tranh. 2.2.1.2 Lut im lng: _ Gi b mt tuyt i v thng tin sn phm cho ti lc tung sn phm ra th trng gip Apple trnh c nguy c b sao chp hoc gi mo sn phm. iu ny khin nhn vin vng tm tin tng vo thnh qu lao ng ca mnh. _ Vic Apple tuyt i bo mt thng tin v cc sn phm mi lm cho khng ch khch hng m ngay c nhn vin ca cng ty cng khng khi t m v ho hc n ch s ra i ca cc sn phm ny. S ra i ca mi sn phm lun l mt s bt ng th v cho nhng ngi n ch. Chnh iu ny gp phn nng cao gi tr sn phm ca Apple. 2.2.2 Nhc im: 2.2.2.1 Phong cch lnh o c on ca Steve Jobs: _ Vic p t nhng suy ngh ca mnh ln ngi khc v a ra nhng quyt nh mang tnh c on m khng bn bc v tham kho kin ca bt k ai, s lm tng tnh ri ro trong nhng quyt nh, xc sut xy ra sai lm l rt ln. _ Vic Steve Jobs t a quyt nh v p t kin cho nhn vin khin cho h bt mn v kh chu v kin ca mnh khng c tn trng. Hn na, iu ny lm cho h cm thy nh lnh o khng hiu c tm t v nguyn vng ca h, t mi quan h gia cp trn v cp di ngy cng xa cch. Nhn vin khng cn

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hng th ng gp kin cho cng vic. Hu qu l cng ty b ph ngun tng sng to di do t nhn vin ca mnh. _ Vic i hi qu kht khe ca Jobs trong cng vic s to p lc ln ln nhn vin, khin nhn vin d xy ra tnh trng b stress, khng kh lm vic lc no cng y cng thng, nhn vin i lc s khng c c mt mi trng lm vic thoi mi, hiu qu lm vic b gim st. _ Vic Jobs can thip vo tt c mi cng vic t vic ln nht n vic nh nht khin nhn vin cm thy kh chu, khng thoi mi. Hn na, vic ny cng lm cho ng khng c thi gian cng nh s tp trung cn thit gii quyt nhng vn quan trng. _ Phong cch lnh o c on ca Jobs lm cho ng c tm nh hng qu ln i vi Apple n ni bt c mt ng tnh no ca ng cng dn n mt h qu rt ln i vi cng ty, chng hn nh sau khi nghe tin ng b ung th th ngay lp tc gi c phiu ca Apple gim xung nhanh chng 2.2.2.2 Lut im lng: _ Lut im lng ca Jobs to ra mt mi trng lm vic thiu thin cm, khng kh lm vic nng n v mi quan h gia cc nhn vin tr nn xa cch. _ Thng tin c bo mt khin cho khch hng ngy cng xa cch cng ty v hu nh tt c cc thng tin v sn phm u c gi b mt tuyt i cho n khi sn phm c tung ra th trng. iu ny i ngc li hon ton cc nguyn tc tip th thng thng. _ Vic bo mt thng tin mt cch tuyt i nh Apple xem ra khng cn ph hp trong thi i hin nay khi m s minh bch ngy cng tr nn quan trng v cng cung cp nhiu thng tin, th trng ca doanh nghip s cng tt hn. Vic Apple lin tc bng bt thng tin v sn phm cng nh sc khe ca Steve Jobs mang li tm l hoang mang v hoi nghi cho khch hng cng nh cc c ng ca cng ty. V vn ny cng khin cho cc nh chc trch lin bang khng khi t ra nghi vn v tnh hp php ca vic bo mt thng tin mt cch thi qu ca Apple. Chng 3: Gii php v phong cch lnh o c on ca Steve Jobs ti Apple. 3.1 Mc tiu: Nhm tm ra cu tr li cho 4 vn : _ Steve vn ni ting vi thi thiu tn trng nhn vin thuc cp ng thi ng cng l chuyn gia trong vic lm cho bu khng kh lm vic tr nn p lc, cng thng. Vy u l gii php gii quyt vn ? _ Vi tnh trng b bao trm trong bu khng kh thiu s minh bch v tin tc nh hin nay khng t cc c ng ca Apple t thi bc dc. Vy gii php no cho Steve Jobs v Apple trong vic gi chn cc c ng khng quay lng li vi hng?

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_ Vn ha im lng tuyt i gy ra khng t cn tr cho Apple nht l trong vic gp g v trao i vi khch hng. Cu hi t ra l cn a ra nhng gii php no cng c lng trung thnh ca khch hng vi thng hiu Qu to? _ Charles Wolf, chuyn gia phn tch ca Nedham & Company tng nhn nh: Apple l Steve Jobs v Steve Jobs l Apple. Vy vn t ra l liu trong tng lai Apple s i v u khi khng cn s hin din ca Steve Jobs? 3.2 Gii php: 3.2.1 Nhn vin: _ Mi nhn vin khi c nhn v cng ty u c nhng trch nhim v quyn hn c th. Chnh v vy, Jobs khng nn can thip qu su vo cng vic chi tit ca tng b phn. Cn th hin s tn trng quyn t ch, t quyt v kh nng sng to ca nhn vin bng cch th t nim tin vo h. C th vn p dng bin php kim sot, n c cht ch vi nhng nhn vin mi l nhng ngi cha kp nm bt nhp lm vic, cha th ha mnh vo nn vn ha ca cng ty. _ Mi ngi bt k l ai u c nhu cu cm thy mnh c tn trng. V vy Jobs v Apple nn c nhiu hn na nhng chnh sch u i c th cho nhn vin h cm thy c quan tm v tn trng. Nhng chnh sch c th n gin nh: cho nhn vin mua sn phm vi gi u i, gi th mi tham gia nhng bui gii thiu sn phm ... _ Lut im lng tr thnh mt vn ha c trng ca Apple chnh v vy khng th c gii php nhm thay i s im lng . Th nhng, cn phi chm dt vic hng lin tc tung ra nhng thng tin v bt cc nhn vin phi k vo bn cam kt t thn bo mt nhng thng tin . H qu l gy ra nhng p lc v cng thng khng ng c cho bu khng kh lm vic. V th tng tng xem cc nhn vin s cm gic nh th no khi bit ch l nhng thng tin gi c tung ra ch v l do th im lng ca h. 3.2.2 C ng: Steve Jobs v Apple cn to thm nim tin cho cc c ng bng cch: _ Minh bch nhng thng tin v tnh hnh ti chnh doanh thu ca Apple cng nh thng tin v Steve Jobs, c cu t chc v nhng v lnh o khc ca cng ty. Bi l mi c ng khi b tin u t vo mt cng ty u c quyn c bit nhng thng tin chnh xc, minh bch v cng ty nhm ngn nga n mc thp nht nhng ri ro trong u t kinh doanh. VD: tnh trng sc khe ca Steve Jobs... _ Thng xuyn t chc cc bui i hi qua cc c ng c th cp nht nhng thng tin cn thit v tnh hnh chnh thc ca cng ty. ng thi ng gp kin ca mnh vo chnh sch pht trin ca hng. Bi l khi s hu trong tay c phiu ca mt cng ty ng ngha vi vic cc c ng cng s hu mt phn cng ty . 3.2.3 Khch hng: Mc d l ng trm trong ngnh cng ngh s vi nhng sn phm lun to c s ho hc n tt trong lng khch hng th nhng mt s thc khng th chi b l khch hng ca Apple lun phi chy theo cng ty ch

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cng ty li khng ch trng n khch hng. Chnh v vy mt b phn khch hng ri thng hiu Qu to nvi nhng thng hiu khc. khc phc tnh trng ny, Steve Jobs v Apple cn phi c nhng hnh ng c th: _ Ch trng pht trin cc dch v chm sc khch hng c bit l cc ca hng i l bi vi h thng bn l, khch hng c th tip cn trc tip vi cc sn phm c trng by p mt v sang trng ng thi c hng dn lm th no s dng sn phm mt cch thnh tho. _ Lp nhng trang thng tin nh forum, website thu nhn kin phn hi t khch hng qua kp thi nhn bit v gii quyt nhng sai st ng thi kho st c phn ng, thi ca khch hng vi dng sn phm mi. C th, i khi nhng phn hi khng thc s cn thit cho s pht trin ca sn phm tuy nhin n khin khch hng cm thy c lng nghe v tn trng hn. _ Khi thit k sn phm cn ch trng hn na th hiu ca khch hng. c bit sn phm nn c tnh thng dng to s tin li cho khch hng. Hn ch tnh trng c quyn trong vic ci t cc ng dng bt chp kin phn i ca ngi s dng. n c nh trng hp Apple lm dy ln ln sng phn i ca ngi dng khi thng tay loi b ng dng Google Voice trn iPhone. _ Ngoi nhng knh phn hi trn interenet nn a nhng dch v phn hi vo chnh cc sn phm . VD: 1 sn phm c kt ni interenet khi thit k nen a thm mc phn hi thnh 1 ng dng ngay trn giao din sn phm mi khi mun gi thn tin phn hi ngi dng ch cn kt ni internet l c th thc hin qu trnh. _ Tng cng PR, a hnh nh cng ty n gn cng chng. Ph v hnh tng mt Apple lnh lng, xa cch thay vo l hnh nh mt Apple thn thin hn vi cng ng. VD: tham gia vo cc hot ng t thin, ti tr cc chng trnh ... 3.2.4 Tng lai ca Apple khi khng cn Steve Jobs: Vi phong cch lnh o c on, Steve Jobs nm ht mi quyn hnh Apple. Tm nh hng ca ng l v cng ln. Ngoi Steve Jobs khng c ngi th hai nm r tt c c cu lm vic, cc b phn, phng ban ca Apple. Steve Jobs l Apple, Apple l Steve Jobs. Vy nhng gii php no Apple c th tip tc pht trin hng mnh khi Steve Jobs khng cn nm quyn na? _ Phn tn quyn lc. _ Dn ch hn trong cc cuc hp, lng nghe kin ca nhn vin khng nn t mnh quyt nh gii quyt mi vic. _ nh hng cho nhn vin, bn giao nhim v c bit l trong khu kim tra gim st cn b sung nhng nhn vin khc. _ La chn, b nhim nhng ngi ng tin cy k nhim mnh. _ Gii thiu cho mi ngi nhng thnh vin ch cht trong cng ty va cc nhn vin c s chun b tm l cho s ra i ca Jobs ng thi gip h bit c nhng ng vin s ln thay v tr Tng gim c.

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_ To iu kin cho nhng ng vin th hin nng lc ca mnh to uy tn bc u trc khch hng v nhn vin. _ To c hi cho nhng ngi k nhim xut hin trc cng chng nhiu hn nht l khi tung ra cc sn phm mi khi nhc n Apple mi ngi khng cn ch ngh v mt mnh Steve Jobs. 3.3 Kin ngh: _ Hip Hi Bo V Ngi Tiu Dng nn can thip vo vn chng c quyn sn phm. Bi a s cc sn phm hin nay ca cc hng ni ting u c th thch ng vi cc phn mm khc nhau nhm phc v tha mn nhu cu ca ngi tiu dng. Apple cng khng t ln chu nhng n cng kch ca cng chng v d lun v s c quyn cc dng sn phm, phn mm ch tng thch vi nhau. H khng th s dng
nhng phn mm khc vi cc dng sn phm ca Apple.

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KT LUN
Qua qu trnh nghin cu lun n, d nhn thy lnh o l mt nhim v kh khn m mi phong cch lnh o khi s dng c lp, khng kt hp hi ha v lu di s mang li nhng h qu tiu cc . C th l phong cch lnh o c on c Steve Jobs gim c iu hnh ca Apple s dng trong vng 12 nm tr li y to nn mt Apple huy hong trong qu kh v c c v tr nh hin nay. Tuy vy, Apple cng ang phi i mt vi nhng vn nan gii do phong cch lnh o ca v gim c iu hnh mang li. V l do thi gian nghin cu ngn ngi v gii hn dung lng cho php ca mt tiu lun b mn, chng ti ch xin phn tch mt vi vn c bn v cp thit da trn nhng kin thc ti liu m chng ti hc hi v nghin cu c , vi hi vng gp phn khc phc nhng nhc im m phong cch lnh o c on ca Steve Jobs to ra Apple. Cui cng, chng ti xin c cm n tin s Hunh Thanh T v cc thy hng dn chng ti thc hin ti ny. TPHCM, Thng 10 nm 2009

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http://www.scribd.com/doc/31917317/Steve-Jobs-Phong-Cach-Lanh-Dao-Doc-Doan

DANH MC TI LIU THAM KHO


1. TS Hunh Thanh T (2009), cng bi ging tm l v ngh thut lnh o, H Kinh T TPHCM. 2. Dale Carnegine, c nhn tm, Alpha book . 3. Steve Jobs v Apple, Ebook. Cc website : 4. www.vietnamnet.com 5. www.vneconomy.vn 6. www.vi.wikipedia.org 7. www.saga.vn 8. www.doanhnhan.com.vn

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