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给公司改名学问大:苹果黑莓天堂地狱

Caroline Fairchild 2013年12月11日

埃森哲、谷歌都是改名获得成功的例子,如今炙手可热的苹果也坐享改名红利多年,但RIM把自己改成黑莓后仍毫无起色。其中的差别在哪里?

苹果电脑公司更名为苹果(2007年)

    苹果公司算是少有的更名成功案例。“今天,我们将在这里创造历史,”2007年公司前首席执行官乔布斯在演讲中这样说道。那场活动中,他不但推出了第一部iPhone手机,还宣布公司名称中不再使用“电脑”二字。当时,电脑仍是苹果公司最赚钱的产品。

    坎托-菲茨杰拉德服务有限责任合伙公司(Cantor Fitzgerald)分析师布莱尔•怀特指出,苹果公司更名是因为看到了“财务报表中的数字”。怀特指出,2007年电脑占苹果公司销售收入的42%,而现在只占到13%。

    “(公司更名)为公司日后发展定了调子,”怀特说。“除非你对战略和公司未来发展方向十分有信心,否则你做不出这样的调整。”

Apple Computer To Apple (2007)

    Apple stands apart from its peers as one of the few examples of a successful name change. "We're going to make some history here today," former CEO Steve Jobs said in a speech in 2007. With that, he not only announced the first iPhone, but also said that the company was dropping the "computer" from its name. It would go on to be the company's most lucrative product.

    Apple made the name switch because they in essence "saw the writing on the wall," said Cantor Fitzgerald analyst Brian White. In 2007 computers comprised 42 percent of their revenue and now that number has dropped to just 13 percent, according to White.

    " [A name change] sets the tone for a company as they evolve," White said. "You wouldn't make a change like that unless you were very confident in the strategy and where the company was headed."

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