Example - Reading Case Studies

Example

Apple's Name Change

At first glance, Apple's 2008 name change may not seem like a big deal. After all, the company simply went from Apple Computer to Apple. But the choice to drop "Computer" from their name has helped Apple change its brand identity from a company that made desktops and laptops to a company that's a pioneer in interactive technology. Now, Apple is known for everything from the iPhone to its lucrative online music store, iTunes. The company's business model has followed suit. From 2007 to 2013, computers went from 42% of Apple's revenues to just 13%, even as overall profits grew

USA Today's Strategic Overhaul

As more and more people have logged onto the Internet, demand for traditional newspapers has plummeted. In fact, between 2010 and 2015, the amount of time the average American spent with a newspaper declined 31%, which was more than the decline seen in any other traditional media (conversely, time on the Internet increased 105% during the same time frame).† USA Today, however, saw the future in time to devise a plan. As other newspapers struggled to hold onto their traditional business model, USA Today quickly moved to pour resources into the company's website, strike, new circulation deals, and share content across platforms to ensure wider exposure. As a result, the paper remains an important part of American media.

Nokia's Market Shift

Not so long ago, Nokia was one of the leading makers of cell phones. But technological innovations like the iPhone left Nokia struggling to compete. The solution? Get out of the business of cell phones. In a bold move, Nokia sold its cell phone division to Microsoft and shifted its focus to its other technological endeavors. This helped stabilize the company and prevent greater losses. In an interesting twist, Microsoft recently announced that it's selling the cell phone business it acquired from Nokia to Foxconn Technology. Foxconn has, in turn, struck a deal with Nokia to use the Nokia name on future cell phones.§ Nokia will earn revenue by licensing its name to a product the company was smart enough to stop making.