Communications in Business 100
Assessment 1: Critical Essay

(Word Count: 1565)

Introduction
Apple Inc., the world’s third largest mobile phone maker, ranks in 2013 as the world's “second largest information technology company in terms of revenue” (“Gartner Says Worldwide Sales” 2012). Apple is the world’s “most valuable brand” in the report Best Global Brands produced by Omnicom Group in 2013 (Elliott 2013). For companies as large as Apple, which utilise a wide range of resources and whose influence and power are evident, the society is increasingly demanding these companies to act in a socially responsible manner (Fassin 2012, 87). In the general view, companies are expected to adapt business strategies that can benefit all stakeholders, manifesting an organisational performance that exceeds beyond pure business functions (Harrison and Freeman 1999). One of the predominant theories of organisational administration is stakeholder management, which involves identifying the stakeholders and analysing their diverse demands and interest in developing effective strategies (Davila, Rodriguez-Lluesma, and Elvira 2013, 186).

Business organisations that are not considering the interests and demands of their stakeholders encounter detrimental aspects that may cause the demise of the firm, such as declining market share and brand image due to ethical considerations affecting consumers’ brand preferences (Post, Preston, and Sachs 2002, 139). This report will seek to assess the social performance of Apple by delving into how the company manages relationships among its diversified stakeholders: suppliers, customers, communities, shareholders of the company, and the environment in which the company operates. While it is recognised that Apple has many other relevant stakeholders, these are beyond the scope of this report.

The Case ‘For’ Apple
One of the widely