An Analysis of the Donna Dubinsky Case


In Donna Dubisky case, Donna was going through problem of fixing distribution system. She needs to deal with change as a end result of it was affecting her at professional degree. She has had a promising career at Apple Inc. she had a help from her boss, Ray weaver. The dilemma was that she feels what she is doing is finest for firm; therefore she was placing her job at risk.

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Company Background:

Apple was a number one PC manufacturer in US. Head Office is in Cupertino, California.

In 1977, after launch of Apple II, Apple market shares had risen to 42%. In 1983, Scully, the finance president of PepsiCo joined Apple as president he was invited by Jobs, to convey marketing self-discipline to Apple. As company market share was declined to 24%.when Scully joined he simplified the construction of organization by centralizing product development and product advertising in simply two divisions. It reflects the combination functional and geographical group, and seven divisions were directly reporting to Scully. After introduction of Macintosh in early 1984 Apple was unable to retain market share due to its excessive market entry value.

Apple failed to reach projected sale stage. This situation creates pressure between Apple II division and Macintosh.

Donna Dubinsky:

Donna graduated from Yale, worked in industrial financial institution for two years. Then she did MBA from Harvard University. In July 1981, she joined Apple as customer support liaison. Within 4 years, she grew to become Director of distribution and sale administration. Donna reported to Roy Weaver. Why Donna was profitable in her organization?

  • She was very direct and intelligent
  • She don’t consider her profession, she fought for her subordinates.

  • She all the time have company curiosity in her heart
  • She was assured and have nonpolitical views
  • Ready to take risks.
  • Power of presence
  • She had refined and formalized Apple distribution coverage * She introduces simple, systematic, efficient system. Her employees had been pleased with that system * Donna was the one who realized the need of system for planning and evaluation.

What Challenges Donna is dealing with and why?

Steve Jobs proposed to dismantle present distribution system and changed by just in time technique. Because instead of high operating revenues, Apple’s market share were declining 2. Sales forecasting sample was tough and in efficient, which causes excess or scarcity of inventory. It was costly and important to Apple revenue. Donna wants to enhance the forecasting strategies. three. Jobs had invited Donna in previous to be a half of Macintosh staff, prospect was rejected by Donna. Therefore, Job could also be making irrational changes. (Assumption). four. She was betting her career and taking the distribution change concern too personally. 5. After the construction changed, they have their new boss. Weaver and Donna each had been uncertain concerning the relationship with their new boss. 6. Moreover firm shares had been declining displaying agency was unable to cope with competitive market. It could presumably be due to structure change from prime to bottom which is unacceptable. Hence fast modifications in industries are unacceptable.


Lack of actions in sale forecasting side, as it’s inflicting excessive revenues. Donna ought to look sale forecasting pattern. 2. Donna and Weaver had presented their plan to develop extra distribution heart at mistaken time which initiate the conflict. three. Since Job was excited about projects solely, in order to overcome sale issues of Macintosh, he focused the distribution system to attenuate bills. As quoted in case “ In order to defend themselves, they [the macintosh Division ] went on attack” 4. Donna‘s boss Weaver was confused and since she depending on weaver for many of her decision she was unable to unravel the issue, as quoted “Roy had been greatest mentor I might have requested for. He all the time gave me just sufficient rope. but available whenever I wanted his recommendation and guidance”

Weaver was also in defensive position due to this fact he was unable to find any solution. 6. While Coleman was preparing distribution technique proposal. donna was ready for Weaver response and unable to take decision Donna was at shock and disbelief .she thought that such a change can happen is unacceptable this hinder her to think rationally. 7. She was not in a place to allocate sufficient time in making ready technique evaluate task. She requested for extension but quickly realized that their request didn’t work and so they should current their distribution evaluation strategy on early January. Their boss Campbell was not taking their workers in confidence he ought to coordinate Weaver earlier than accepting Scully’s invitation to current distribution review. 8. Donna missed her first probability by misunderstanding the state of affairs. This put her in defensive state. 9. After task force formation Donna wasted her most of vitality in criticism as an alternative of finding answer. 10. Donna was not getting what the Problem is?

She was not able to talk within group. She was not cooperating with team. It diminishes her place inside company. 12. Task force was yet one more probability to search out the middle ground but Donna failed to find alternatives and answer. thirteen. In Leadership seminar Donna shouldn’t cost Scully about employees aren’t getting direction from him. She needs to control her nerves. She must be ethical. As a middle supervisor, it’s Donna accountability to find out the solution of issues. At that time she seems to be run away from the state of affairs. 14. Donna lost her good judgments, her self-reflectiveness and thoughtfulness, main her totally unfavorable.

They don’t have any different plan, the “Just in time method” primarily based on fact that vendor place order to manufacturing meeting and after assembling they shipped the order by federal categorical. It has solely few outcomes i.e. it reduces inventory cost, carrying price, and warehouse. In distinction draw backs are massive, no buyer complain middle, ignore of offshore manufacturing product, dealer technical’s not possible for implementation. sixteen. Donna lacks political capability which hinders the method of working with high management. she felt she had no help from high management. According to concept idea: Power 1is define because the potential of individual to influence another individual or group. Influence in turn train of energy to vary conduct, attitudes or values of that group or individual Organizations are political entities, political battle over scarce is inevitable, giving the problem of managing in contemporary organization.

There shall be extra political conflict if organization has extra interdependence, diversity, and resource shortage. There are prevention elements that assist to reduce the quantity of conflict. When individuals have shared goals and values (due to leadership or sturdy culture) a common perspective about how crucial assets ought to be distributed and important contingencies dealt with is more doubtless. In contrast there are precipitating factors that exacerbate the battle in an organization. There is extra prone to more political battle in group when subordinates aim and worth do not exist.

Or sturdy leaders fail to define a imaginative and prescient behind which individuals are aligned and motivated. In addition, throughout time of organization crises when uncertainty and stakes have a tendency to extend, individuals can even lose sights of these issues they do actually hold in common e.g. sever down turn. Whether or not political battle will lead to damaging or constructive outcomes rely upon how key participant respond to it. Political conflict can be irreconcilable and can escalate out of control. Power and affect are the mechanism by which the inevitable political conflict in group can resolved. Sources of positional power

  • Formal authority
  • Relevance
  • Centrality
  • Autonomy
  • Visibility

Sources of personal power

  • Expertise
  • Track record
  • Attractiveness
  • Effort

Power Tactics:

People use more than rewards, threats, and knowledge to affect others. In on a regular basis conditions folks use a selection of energy tactics to push or prompt others into particular motion. There are a lot examples of energy tactics which may be fairly common and employed every single day. Some of these ways embrace bullying, collaboration, complaining, criticizing, and demanding, disengaging, evading, humor, inspiring, manipulating, negotiating, socializing, and supplicating. These energy techniques could be categorized along three completely different dimensions: softness, rationality, and laterality (Falbo & Pepalu, 1980; Raven et al., 1998). Soft and hard

•Soft techniques reap the benefits of the connection between individual and the target. It is extra indirect and interpersonal (e.g. collaboration, socializing). Conversely, exhausting ways are harsh, forceful, direct, and rely on concrete outcomes. However, they are not extra highly effective than delicate tactics. In many circumstances, fear of social exclusion is normally a much stronger motivator than some kind of bodily punishment.

Rational and non-rational

•Rational tactics of influence make use of reasoning, logic, and sound judgment, whereas nonrational techniques rely on emotionality and misinformation. Examples of each include bargaining and persuasion, and evasion and put downs, respectively.

Unilateral and bilateral

Bilateral ways, corresponding to collaboration and negotiation, contain reciprocity on the part of both the person influencing and their target. Unilateral ways, however, are enacted with none participation on the a half of the goal. These techniques embody disengagement. * People are inclined to range in their use of energy tactics, with different types of individuals choosing different techniques. For occasion, interpersonally oriented folks have a tendency to use delicate and rational techniques (Falbo, 1997). Machiavellians, nevertheless, have a tendency to use nonrational tactics. Moreover, extraverts use a higher varitey of energy tactics than do introverts (Butkovic & Bratko, 2007). Further, men tend to use bilateral and direct ways, whereas girls have a tendency to use unilateral and indirect tactics (Falbo & Peplau, 1980). People will also select completely different tactics based on the group scenario, and based mostly on who they are trying to affect. It is interesting to notice that folks additionally are most likely to shift from delicate to onerous ways after they face resistance (Carson, Carson, & Roe, 1993; Teppner, 2006)

Assessing power Dynamics

In assessing the facility dynamics in a given situation you have to establish:

  1. Identify the interdependencies
  2. Determine the sources of energy of related parties
  3. After interdependent parties have been identified analyze the related variations in term of targets, values, stakes and dealing style among them.
  4. Analyze broader context how a lot potential for political battle exists?
  5. Periodically update your prognosis.

The Exercise of power2

  1. Met out resources
  2. Shape behavior through rewards and punishments
  3. Advance on multiple fronts
  4. Make the first move
  5. Win opponents by making them part of your team
  6. Removes rivals
  7. Don’t draw pointless fire
  8. Use private touch
  9. Persist
  10. Make necessary relationships work
  11. Make imaginative and prescient compelling Donna characterized herself as a thick skinned and non-defensive, one supervisor commented “she just isn’t a political animal” Before taking her job into risk, Donna ought to verify that both prime management knew about her credibility, her place is defensive and significant after arguing with Scully in “Leadership experience”. Moreover Jobs have to clarify his objective about changing distribution system.

It could presumably be infer from concept if you want to affect your energy you have to win opponent by making them part of your team or make you imaginative and prescient compelling. Donna mustn’t take this conflict personally; she took incorrect step by betting her job. She asked for 30 days extension to get her personal technique presentation prepared Moreover she argued that she doesn’t need to work with task drive, lastly she gave ultimatum to Campbell to offer her 30 days or she would resign.


Jobs should cooperate with Donna if he desires his idea ahead. Because Donna is only one who can handle customer support affairs, and she or he knew about implementing distribution technique. 2. If Donna really desires to exercise her energy she should establish the conflict, about just in time method, present warehousing methodology and so forth. After figuring out conflict then she ought to make plan for determination making, and eventually come out with some resolution to remain or to alter the distribution system. 3. Donna need to identify capability and feasibility of Just in time methodology on that foundation she will put together her distribution technique evaluation report.

More over if company goes for adopting just in time methodology they will be working towards Apple worth, Empathy for customer, solving customer problem, all six distributions are contain in customer service. Closing them will contradict the worth. 5. After Donna ultimatum, it’s turning level, if her boss doesn’t allow her 30 days and settle for resignation Donna will lose bet and company may also lose valued worker, in this situation there might be loss of each. But organization would go head according to Jobs policy. 6. If they permit Donna 30 days then it’s excessive time for her to show herself. 7. Company can also ask her to present her report in 30 days in any other case they may accept resignation if she didn’t present it clearly.

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