Ondrej Holzman Kwegore rose, Apple yaitsvaga mumiriri akakodzera pachinzvimbo chemukuru webhizinesi rayo rekutengesa. Uye paakaiwana, yakapfuura mwedzi mitanhatu asati anyatsogara pachigaro chake chitsva. Mumiriri akakodzera mukadzi, zita rake ndiAngela Ahrendtová, uye anouya kuApple aine mukurumbira mukuru. Ko mukadzi asina kusimba pakutanga kutarisa, asi ndiani akaberekwa ari mutungamiri mukati, kutarisira mazana ezvitoro zveapuro pasi rese uye kutarisira kutengesa kwepamhepo panguva imwe chete?
PaTim Cook pakupedzisira kuwana VP nyowani yekutengesa uye yekutengesa online, ruzivo Apple yatova muna Gumiguru gore rapfuura. Panguva iyoyo, zvisinei, Angela Ahrendts akanga achiri akazvipira zvizere pachinzvimbo chake semutungamiri mukuru weimba yefashoni Burrbery, kwaakawana nguva yakabudirira zvikuru yebasa rake kusvika nhasi. Iye zvino anouya kuApple semutungamiri ane ruzivo akakwanisa kumutsiridza moribund fashoni brand uye katatu purofiti yayo. Pamwe chete naTim Cook naJony Ive, ndiye achava mukadzi ega muhutungamiri hwepamusoro hweApple, asi izvi hazvifanirwe kuva dambudziko kwaari, sezvo achaunza ruzivo kuCupertino kuti hapana - kunze kwaTim Cook - ane.
Zvichanyanya kukosha kuApple kuti mushure memwedzi gumi nesere refu, apo Tim Cook akakwanisa bhizinesi nekutengesa zviitiko pachake, chikamu chakakosha chichawana mukuru wayo zvakare. Mushure mekubva kwaJohn Browett, uyo asina kusanganisa kufunga kwake netsika yekambani uye aifanira kubva mushure mehafu yegore, Apple Story - zvese zvemuviri uye online - yakatungamirwa neboka remaneja ane ruzivo, asi kusavapo kwemutungamiri kwaive. kunzwa. Iyo Apple Nyaya yakamira kuratidza mhedzisiro yakadaro mumwedzi ichangopfuura uye Tim Cook anofanira kunzwa kuti dzimwe shanduko dzinoda kuitwa. Zano reApple rakanangana nezvitoro zvaro harina kushanduka kwemakore mazhinji, asi nguva iri kumhanya zvisingaite uye zvinofanirwa kuita. Zviri mumamiriro ezvinhu aya kuti Angela Ahrendts, akakwanisa kuvaka network inozivikanwa yezvitoro kutenderera pasirese kuBurberry, ane basa rakakwana rekuita.
Kuna Cook, kubudirira kwaAhrendts mubasa rake idzva kwakakosha. Mushure mekusvika nekusaina John Browett muna 2012, haakwanise kuzununguka. Mwedzi nemakore ekutonga kusingafadzi kunogona kuve nemhedzisiro yakaipa paApple nyaya. Parizvino, zvakadaro, kero yaAhrendts kuApple yanga yakanaka kwazvo. Cook paakazivisa kupfimbana kwake hafu yegore rapfuura, vazhinji vakatarisa vachishamisika kuti chii chakabatwa nemukuru weApple kukambani yake. Anouya aine munhu mukuru zvechokwadi mumunda wake uye aine tarisiro huru. Asi hapana chichava nyore.
Akazvarirwa fashoni
Kunyange zvazvo mumakore achangopfuura Angela Ahrendtsová ave achishanda muGreat Britain, uko nguva pfupi yapfuura akawana kunyangwe kuonga kweHumambo hweBritish, kuenda kwake kuApple kuchave kudzosa. Ahrendts akakurira munharaunda yeIndianapolis yeNew Palestine, Indiana. Sewechitatu pavana vatanhatu vemuzvinabhizinesi mudiki uye modhi, akakwevera kune fashoni kubva achiri mudiki. Nhanho dzake dzakanangidzirwa kuBall State University, kwaakawana dhigirii reBachelor mubhizinesi nekushambadzira muna 1981. Apedza chikoro, akatamira kuNew York, kwaaida kutanga basa rake. Uye akabudirira.
Muna 1989, akave purezidhendi weDonna Karan International, ndokuzobata chigaro chemutevedzeri wemutungamiri weHenri Bedel uye akashandawo semutevedzeri wemutungamiri weFifth & Pacific Companies, kwaakange achitarisira mutsara wakazara wezvigadzirwa zveLiz Claiborne. Muna 2006, akagamuchira kupihwa kubva kuBurberry fashion house, yaakatanga asingadi kunzwa nezvayo, asi akazosangana nemurume ane njodzi yehupenyu hwake hwehunyanzvi, Christopher Bailey, uye akabvuma kupihwa kuve director director. Saka akatamira kuLondon nemurume wake nevana vatatu ndokutanga kumutsiridza fashoni yaive yava kupera.
Unyanzvi hwekutyaira
Ahrendts haana kuuya kukambani yehukuru uye mukurumbira kuti Burberry nhasi. Kusiyana neizvi, mamiriro emhando ine nhoroondo refu kubva pakati pezana ramakore re19 yaive yakafanana neiyo iyo Apple yakazviwana muna 1997. Uye Ahrendts aive mudiki Steve Jobs weBurberry, sezvo akakwanisa kudzoreredza kambani pamakumbo ayo mumakore mashoma. Uyezve, kukwira kusvika kuzana remakambani akakosha kwazvo munyika.
Burberry's portfolio yakakamurwa panguva yekusvika kwake uye brand yanga ichitambura nekurasikirwa nekuzivikanwa. Ahrendts akatanga kuita nekukurumidza - akatenga makambani ekunze aishandisa iyo Burberry brand uye nekudaro akadzikisa kusarudzika kwayo, uye akacheka zvakanyanya zvigadzirwa zvakapihwa. Nematanho aya, aida kugadzira Burberry premium, yakasarudzika brand zvakare. Ndosaka akasiya tartan pateni yakajairika kune Burberry pane zvishoma zvigadzirwa. Munzvimbo yake itsva yebasa, akadzikisa mari, akadzinga vashandi vaisafanira uye zvishoma nezvishoma akatamira kune mangwana akajeka.
"Muumbozha, ubiquity ichakuuraya. Zvinoreva kuti hausisiri weumbozha," akadaro Ahrendtsová mubvunzurudzo Harvard Business Review. "Uye zvishoma nezvishoma takava kwose kwose. Burberry yaifanira kunge isiri yekare, inodiwa kambani yeBritish. Yaifanira kuvandudzwa kuti ive mhando yefashoni yepasi rose iyo inogona kukwikwidza nemakwikwi makuru. "
Tichitarisa kumashure nezvebasa raAngela Ahrendts kuBurberry izvozvi, tinogona kutaura kuti mishoni yake yakabudirira. Mari yakapetwa katatu panguva yekutonga kwake kwefashoni imba uye Burberry akakwanisa kuvaka pamusoro pezvitoro zve500 pasi rose. Ndicho chikonzero nei ikozvino yave pakati pezvishanu zvakakura zvemhando yepamusoro munyika.
Kubatana nenyika yemazuva ano
Nekudaro, Apple haisi kuhaya Ahrendts ane makore makumi mashanu nematatu kuti atungamirire kambani yese. Ehe, chinzvimbo ichi chinoramba chiri naTim Cook, asi Ahrendtsová anounzawo neruzivo rwake rwakakura mundima yebhizinesi. Zvitoro zvinodarika 500 zvezvidhinha nedhaka pasi rose zvaakakwanisa kuvaka paBurberry zvinotaura zvakawanda. Mukuwedzera, Ahrendts achave wekutanga Apple maneja uyo achave nekutarisa kwakakwana kwete kwekutengesa chete, asiwo kwekutengesa kwepamhepo, izvo pakupedzisira zvingazove zvakakosha zvikuru chiremera. Kunyangwe nekutengesa online uye kubatanidza chitoro neazvino matekinoroji, Ahrendts ane ruzivo rwakawanda kubva kuBritish station yake, uye chiono chake chakajeka.
“Ndakakurira munyika yenyama uye ndinotaura Chirungu. Zvizvarwa zvinotevera zviri kukura munyika yedhijitari uye kutaura munharaunda. Pese paunotaura nevashandi kana vatengi, unofanirwa kuzviita pasocial platform, nekuti ndiwo matauriro anoita vanhu nhasi. " akatsanangura Ahrendts achifunga nezvenyika yanhasi gore Apple asati azivisa kumuhaya. Zvinofanira kurangarirwa kuti haana kuraira chero tekinoroji kambani inogadzira nharembozha. Yakanga ichiri mhando yemafashoni, asi Ahrendts akaziva kuti nharembozha, Internet uye masocial network ndizvo zvinofarirwa nevanhu nhasi.
Sekureva kwake, nharembozha ndiyo mudziyo wekupinda kune zvakavanzika zve brand. Muzvitoro zveramangwana, mushandisi anofanira kunzwa sekunge apinda webhusaiti. Vatengi vachada kuunza zvigadzirwa zvine machipisi zvinopa ruzivo rwakakosha, uye zvitoro zvinozodawo kubatanidza zvimwe zvinhu zvinodyidzana, senge vhidhiyo inotamba kana munhu atora chigadzirwa. Ndizvo chaizvo izvo Angela Ahrendts anazvo nezveramangwana rezvitoro, iro ratova kuseri kwegonhi, uye rinogona kutaura zvakawanda nezve iyo iconic Apple Nyaya ichakura.
Kunyangwe Apple ichiri kuvaka zvitoro zvitsva uye zvitsva, kukura kwavo kwakadzikira zvakanyanya. Makore matatu kana mana apfuura, kutengesa kwakakura neanopfuura 40 muzana gore-pa-gore, muna 2012 yaive ne33 muzana, uye gore rakapera vakatopedza Apple Nyaya nechiyero che7% chete kukura zvichienzaniswa nenguva yapfuura. .
Mitemo yakafanana
Yakakosha zvakaenzana kuna Tim Cook inyaya yekuti Angela Ahrendts anogovera maitiro akafanana neApple. Sekuratidzwa kwaJohn Browett, unogona kuve wakanakisa mumunda wako, asi kana ukasagashira tsika yekambani, haubudirire. Browett akaisa purofiti pamusoro peruzivo rwevatengi uye akapiswa kunze. Ahrendtsová, kune rumwe rutivi, anotarisa zvinhu zvose kuburikidza nelenzi yakasiyana zvishoma.
"Kwandiri, kubudirira kwechokwadi kweBurberry hakuyerwe nekukura kwemari kana kukosha kwemhando, asi nechimwe chinhu chakanyanya kumunhu: imwe yetsika dzakabatana, dzakasikwa uye dzinonzwira tsitsi munyika nhasi, dzinotenderera kune dzakafanana tsika uye dzakabatana ne chiono chakafanana." akanyora Ahrendts gore rakapera mushure mekunge zvave kutozivikanwa kuti aizoenda kuApple. Makore masere ekuvaka akazogadzira kambani Ahrendts anoti aigara achida kushandira, uye ruzivo rwake paBurberry rwakamudzidzisawo chinhu chimwe: "Chiitiko chine simba chakasimbisa kutenda kwangu kwakasimba kuti zvese ndezvevanhu."
Ahrendts, zvikasadaro muKristu akazvipira anoverenga Bhaibheri zuva nezuva, angangove asina dambudziko kupinda mutsika yeApple chaiyo. Zvirinani kusvika kune dzinoti tsika uye maonero ane chekuita. Kunyangwe Apple isingatengese zvishongo uye zvipfeko zvemamirioni, zvigadzirwa zvaro zvinowanzova izvo zvakanyanya premium zvinhu munyika yetekinoroji. Ndiwo musika uyu uyo Ahrendts anonzwisisa zvakakwana, sekunzwisisa kwaanoita kukosha kwekuona ruzivo rwakanyanya kune vatengi muzvitoro zvake. Ndizvo zvaigara Burberry pamusoro, ndizvo zvaigara Apple. Nekudaro, nekuda kwaAhrendts, iyo Apple Nhau ikozvino inogona kuenda kune inotevera nhanho, nekuti iyo inofanana yeAmerica inonyatsoziva kukosha kwezera redhijitari, uye vashoma vanhu munyika kusvika parizvino vakwanisa kuibatanidza neruzivo rwekutenga. pachake saiye.
Ari pasi pehutungamiriri hwake, Burberry akatanga kutora nechido zvese zvitsva zvaingobuda pamusika. Ahrendts uye tekinoroji, iyi yekubatanidza ndeye pamwe chete senge pasina imwe. Aive mumwe wekutanga kuziva kugona kwe Instagram uye akatanga kuishandisa kusimudzira yake brand. Mukati meBurberry, akashandisawo mamwe masocial network akadai seFacebook neTwitter, uye akashandisawo magazini epasi rose kusimudzira. Pasi pake, Burberry yakakura ikava mhando yemazuva ano yezana ramakore rechi21. Kana isu tikatarisa Apple kubva pakona iyi, iyo inogara midhiya-inonyara uye yakasarudzika kambani inoramba iri kumashure. Zvakakwana kuenzanisa kutaurirana kweApple pasocial network, ndiko kuti, uko mazuva ano chikamu chakakosha chemakwikwi emakwikwi chinoitika.
Apple yagara yakaramba yakadzika-pasi-pasi mukukurukurirana kwayo nemutengi. Yaimbopa sevhisi isina kunaka muzvitoro zvayo, asi zvinoita sekunge muna 2014 izvo hazvichakwane. Saka zvichave zvinonakidza kuona kuti zvitoro zveApple zvichachinja sei pasi peAhrendts. Icho chokwadi chekuti Tim Cook aida kumirira inopfuura hafu yegore kuti awedzere kuwedzera inoratidza kuti anotenda zvakasimba kune mumwe wake mutsva. "Anonyanya kukoshesa ruzivo rwevatengi sezvatinoita," Cook akatsanangura mune email kune vashandi paakazivisa kuhaya kwaAhrendts gore rapfuura. "Anotenda mukupfumisa hupenyu hwevamwe uye akangwara zvehudhiyabhorosi." Ahrendts anongotaura naTim Cook, saka zvichave kwaari kuti acharegedza shanduko yekutengesa maapuro kusvika papi.
Pamwe musungo
Haisi iyo yose inopenya igoridhe, inodaro chirevo chinozivikanwa cheCzech, uye kunyangwe mune iyi kesi hatigone kutonga kunze kwakasviba mamiriro. Vamwe vanoti Angela Ahrendts ndiye akanakisa mubhadharo wakagadzirwa neApple kubva payakadzosa Steve Jobs mubhodhi muna 1997. Panguva imwecheteyo, zvakadaro, zvakakosha kuziva kuti munhu ari kuuya kuApple, uyo anga asina kufanana mumapoka ekambani kusvika zvino.
Angela Ahrendts nyeredzi, nyeredzi yepasirese, yave kupinda munharaunda umo kusangana kwevanhu vepamusoro-soro nevezvenhau kana kutora kwavo mumapati kunoonekwa sechiitiko chakasarudzika. Munguva yebasa rake, Ahrendts akange akakomberedzwa neane mukurumbira kubva mumhanzi uye indasitiri yemafirimu, aigara achionekwa paruzhinji, achitsvaga zvivharo zvemagazini. Aive asiri mukuru mukuru akanyarara achidhonza tambo kumashure. Zvakasiyana sei nehutungamiriri hwazvino hweApple. Kunyangwe zvichinzi achakwana muApple zviri nyore maererano nehunhu, zvinogona kunge zvisiri nyore kuti Ahrendts asvike pakuwirirana nekushanda chaiko kwekambani.
Kusvika parizvino, muzvinabhizinesi uyu ane simba aishandiswa kubvunzurudza pese pese paanenge akumbirwa nemunhu, kuramba achisangana nevatengi uye achishingairira kutaurirana pamasocial network. Asi iye zvino ari kuuya kunzvimbo yaasingazove munhu mukuru, uye zvichave zvinonakidza kuona kuti anotora chinzvimbo chipi paApple. Zvichida Tim Cook kana Jony Ive, vaviri vevarume vane simba zvikuru veApple, vachazvitungamirira, uye nyeredzi inopenya ichava nyuchi inoshanda nesimba, uye kunze hapana chichachinja kune colossus huru, iyo, kunyange mushure mekubva kwaSteve Jobs, yakavakirwa pakuvanzika kukuru uye hukama hwakasarudzika neveruzhinji, kana Angela Ahrendtsová achatanga kushandura Apple mumufananidzo wake, uye hapana pakanyorwa kuti haakwanise kubva kuzvitoro achichinja mufananidzo wekambani yakadaro.
Kana aine simba rakawanda kudaro pabasa rake idzva uye asingamisiki, saka vamwe vanofanotaura kuti tinogona kunge takatarisa CEO weApple. Zvisinei, zviitiko zvakadaro zvichiri kure kuti zvizadziswe. Angela Ahrendts haasi kuuya kuzotonga kambani yese, kana kuvandudza zvigadzirwa zvayo. Basa rake rekutanga richave rekubatanidza zviitiko zvekutengesa nekutengesa zvepamhepo zveApple, kuisa chiono chakajeka, uye kudzosa zvitoro zveApple kumusoro kwekufambira mberi uye maratidziro evashandisi mushure memwedzi yekusagadzikana chaiko.
uye chokwadi chekuti zita rake harisi Ahrendtsová, asi Ahrendts chete, tsika dzakaipa dzevatapi venhau veCzech dziri kudhonza nzeve dzangu nemeso.
Zvinofadza kuti hauna hanya Cook, Cook, Jobs, nezvimwe. Kurerekera kwakasikwa.
uri kuvhiringa mazwi ekurerekera nekurereka
Ini handina basa nekuwedzera ova kumazita evamwe vanhu
kunze kweizvozvo, zvinondinetsa pane sevha seizvi, izvo zvandisingaone seboulevard kune vanhu vakapusa uye kwatinoziva gender kana inogona kunyorwa zvakasiyana.
zvakajeka kurereka / kuderera, zvisinei, chii chinokunetsa iwe zvakanyanya nezve ova?
iyi haisi tsika yakaipa, yakanyorwa seizvi kwese kwese. zvimwe iwe unoda kuzvinyora sei?
zvimwe sei? zvakanaka, zita rake chairo ndiani, ichokwadi kuti haripererwi kwese kwese, pasi rose nyora zita rake nenzira yariri chaizvo, hazvindinetse, nekuti harisi zita rake, saHillary Clinton, nezvimwe. zvikonzero zvakaitwa nenyanzvi dzemitauro , havandidi
Sezvineiwo kwete kwese kwese pasirese, zvinoenderana zvakanyanya nechimiro chemutauro. Semuyenzaniso, muchiLithuanian ini zvakare ndinoita mazita echirume, Stevas Jobsas na Timas Cookas :-)
Ine zvikonzero zvayo.
http://prirucka.ujc.cas.cz/?id=700
Ini handina basa netsika yakaipa yevatapi venhau veCzech yekunyora muchiCzech.
Kubhowa dhongi. anenge makore makumi matatu apfuura, handina kuona apo Milos Skalaka akaunza disco paCST ine zita: Samantha Foxova ari kutamba nhasi. uye ini ndichiri kumuda makore mashoma gare gare, paakaona kukanganisa kwake, kuti "mukadzi" uyu haana kunzi Samantha Fox, asi Samantha Fox. Cili, kana ndikaturikira mazita edzimwe nyika, ipapo chete kana ndikaanyora nenzira yegirama maererano nenyika kwakabva zita. Samanta Fox ndiye Samanata Fox, Laurene Mabasa haasi Laurene Mabasa, mwari ngaarege kushanda nesimba;). Ndine urombo, inzvimbo yakasiyana. Kunze kwesangano, munhu wese ari parumananzombe. ndapota, ngatiiteyi futi. Kana mumwe munhu aine chimwe chinhu chakanyorwa pachitupa chake, ngatichinyore muzvinyorwa uye kwete kuiita nyaya iri kuseri kwemutauro weCzech, uyo wakaremara mushure memazana mazhinji emakore;)
Ini ndinonzwisisa kuti uchifunga huwandu hwekukanganisa kwegirama kwawakaita mune yako chinyorwa, unofanirwa kuvenga CJ zvakanyanya. Asi ini handizive kuti nei vamwe (kusanganisira vapepeti) vachifanira kuzviisa pasi.
Ngazvive zvakadaro, chinyorwa hachizi muCzech, chinyakare bhizinesi mutauro weiyo 1st odha.
(Burberry)… ndiyo "imwe yetsika dzakabatana, dzekugadzira uye dzinonzwira tsitsi munyika nhasi, dzinotenderera kune dzakafanana tsika uye dzakabatanidzwa nechiratidzo chakafanana," - mudetembi airevei nekudurura uku? Tsika dzakajairwa uye tsitsi mukambani inotengesa madhende akawandisa kune snobs?
Hmm. Ndakamboona video yaBaba Mára, vakati pavakatanga vaisazivawo Czech, asi hazvina kukosha. Zvaive zvakakosha kuburitsa pfungwa yangu, uye chinyorwa chinayo, kunyangwe paine kutsauka uye chinyorwa chingaite se "mutauro wekambani" kune vamwe, pamwe ndikanyatsotarisisa, ndingawana zvimwe zvinhu zvakaomarara pano nepapo...
Tese tinoshanduka uye ndizvo zvinoitawo munyori. Nekune rimwe divi, zvichienzaniswa nemamwe maseva edu enhau, mutauro wedu wepano une muenzaniso chaiwo. Chero zvazvingava, ndinoda kugamuchira nhaurirano pamusoro pehurukuro, ndaizogadzirisa spelling zvakananga nemunyori pakero yake, iyo inogona kuwanikwa mukuonana.