Case Study Analysis #2

Donna Dubinsky and Apple Computer, Inc. (A)

MSTM 6022: Communication/Conflict Management

Aviral Anand

Student ID# 201499712

Background
The case describes a proposed change at Apple computer for its distribution model. The current model consists of 6 warehouse and the proposed JIT type distribution model is supposed to reduce the number zero. The case focuses on the conflict of Donna Dubinsky, director of distribution and sales administration with Debi Coleman, who is also the manufacturing director. The conflict is indirectly with Steve Jobs too as the new model was his brain child.
Donna Dubinsky is a strong manager with powerful relationships with her mentor Roy weaver. She is very direct and says what she thinks. She is confident and doesn’t let peer pressure sway her mind. She is portrayed as extremely intelligent and good risk taker.
This is a sort of power relationship conflict. Dubinsky had developed the Apple’s distribution system in last few years and has brought it to ages ahead. The customer relationship has been never better than before. The new model jeopardizes the Dubinsky position in the company. The message that conveys from the talks of new model is all negative as it put current model under fire. The communication regarding the new model and its pros and cons has been poor, it was later at the conference that a task force was made to understand the change. Before that all the development was done in background at individual level or say department level. This divided the Apple in almost two group and both working against Apple’s culture.
The past history of Apple with groups seen as differently entity entirely has been the reason for this kind of behavior. As the organization grew so does the conflict between the product organization and functional organization grew. The culture of the organization