Kossoff, Leslie
November 2010
Financial Management;Nov2010, p12
Trade Publication
The article focuses on the problem faced by Apple Inc. on the antenna of its iPhone 4s cellular phones. It mentions that several customers are complaining with the signal reception of their new iPhone 4s in which the company was taken by surprise. It notes that the company's chairman and chief executive officer (CEO) Steve Jobs has held press conference in response to the crisis. It discusses that reputation is more than part of a sales and marketing promotion as it aligns strategy, operations and execution. It suggests the need to consider the errors of omission (EOs) and errors of commission (ECs) to quantify the company's reputation.


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