Apple and Microsoft Case Exam
Questions And Answers
According to the minicase, which aspect of strategy formulation and implementation appeared
to be the root of Microsoft's failure to commercialize any category-defining products or services?
a-Illusion of control
b-Top-down strategic planning
c-Resource-allocation process (RAP)
d-Planned emergence strategy process
e-Strategic initiative - ANS b
Which shortcoming of the top-down strategy process is reflected in Microsoft's prediction that
forays into such markets as online search and cloud-based office software would prove
successful because of the success of its classic Office Suite?
a-The future cannot be known.
b-Decision-making responsibilities rest solely with the office of the CEO.
c-Thinking about strategy is separate from doing it.
d-Top-down strategic planning works relatively well in environments that do not undergo
frequent change.
e-Strategy formulation is separated from strategy implementation. - ANS a
In 2005, no Microsoft employee felt Microsoft should be competing against Apple's iPod and
iTunes, but then-CEO Steve Ballmer did. More than a year later, Microsoft introduced the digital
music player, Zune, which failed. Which shortcoming of the top-down strategy process does this
example represent?
a-Strategy formulation is separated from strategy implementation.
b-Top-down strategic planning works relatively well in environments that do not undergo
frequent change.
c-Information flows only one way: top down.
d-Decision-making responsibilities rest solely with the office of the CEO.
e-Strategy formulation is separated from strategy implementation. - ANS d
Knowing some of the pitfalls Microsoft has faced under its former CEO Steve Ballmer, which
approach to strategic management best fits the new CEO's plan to reinvent the company with a
new "mobile first, cloud first" strategy?
a-Top managers should execute a plan that most reflects the current reality, but then implement
an alternate plan should that reality change.
Questions And Answers
According to the minicase, which aspect of strategy formulation and implementation appeared
to be the root of Microsoft's failure to commercialize any category-defining products or services?
a-Illusion of control
b-Top-down strategic planning
c-Resource-allocation process (RAP)
d-Planned emergence strategy process
e-Strategic initiative - ANS b
Which shortcoming of the top-down strategy process is reflected in Microsoft's prediction that
forays into such markets as online search and cloud-based office software would prove
successful because of the success of its classic Office Suite?
a-The future cannot be known.
b-Decision-making responsibilities rest solely with the office of the CEO.
c-Thinking about strategy is separate from doing it.
d-Top-down strategic planning works relatively well in environments that do not undergo
frequent change.
e-Strategy formulation is separated from strategy implementation. - ANS a
In 2005, no Microsoft employee felt Microsoft should be competing against Apple's iPod and
iTunes, but then-CEO Steve Ballmer did. More than a year later, Microsoft introduced the digital
music player, Zune, which failed. Which shortcoming of the top-down strategy process does this
example represent?
a-Strategy formulation is separated from strategy implementation.
b-Top-down strategic planning works relatively well in environments that do not undergo
frequent change.
c-Information flows only one way: top down.
d-Decision-making responsibilities rest solely with the office of the CEO.
e-Strategy formulation is separated from strategy implementation. - ANS d
Knowing some of the pitfalls Microsoft has faced under its former CEO Steve Ballmer, which
approach to strategic management best fits the new CEO's plan to reinvent the company with a
new "mobile first, cloud first" strategy?
a-Top managers should execute a plan that most reflects the current reality, but then implement
an alternate plan should that reality change.
