Apple's retail misfit

The dumping of Apple's retail head John Browett wasn't due to a failure of performance but rather a failure of understanding the Apple way of running things. So why was he hired in the first place?

Apple recently replaced its retail head, John Browett, and the hire seems to have been a mistake dealt with quite swiftly. It is tempting to think that the firing of a manager is due to a failure in their performance, measurable in quarterly reported metrics. But this is not often the case. It may be true of sales or some operations, but most strategic management decisions take months to make and years to implement before you can have the luxury of measured results. And even then the dependencies of performance are many and outside the control of specific managers.

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