In 1985, Donna Dubinsky of Apple Corporation had a promising career: her goals and objectives have always been achieved. She had the support of her boss, Roy Weaver, since the day she arrived Apple Computers; and Weaver has expanded her responsibilities to run part of the company's distribution network.

Steve jobs, founder and chairman, proposed a new distribution process which would transfer many responsibilities away from Dubinsky. Dubinsky believed, however, that this process would be practically and financially unworkable. She presents her defensive and unsuccessful conflict management, culminating in her threatened resignation.

In several business reports, it was mentioned that eventually Steve jobs new distribution process indeed bring greater profits to the company. Why did Donna, such a capable lady, objected to this proposal so insistently?

According to management theory, Donna's role of social identity was challenged. She felt that Steve job's new distribution proposal is a direct challenge to her social status in the company. Her power in will be affected as many of her responsibilities will be transferred away.

Upon analysis, Donna could have felt that Steve Jobs is challenging her status identity at a personal level. This conflict has caused her to lose her professionalism. She did not think for the overall sake of the company and took it personally. When Steve Jobs proposed this restructuring process, it seems that he did not seek Donna's opinion to begin with. There were communication breakdown in many areas and eventually, she left Apple Company.

Donna Dubinsky went on to serve as the director of Palm Inc. Although Apple is still doing well despite her resignation, there's still this possibility that Apple might do even better if she remain working for the company. What do you think could be done to prevent this conflict from happening and keep this talent from leaving the company?

8 Comments:

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By  Roger Ng, at February 11, 2010 at 1:03 AM  

Hello Alden,

I would like to assure you that the similarity in the name used in my blog and your name is purely coincidental. You are definitely way more professional than that!

Back to the situation you have put across, I felt that Steve Jobs could have more sensitive and stated the rationale behind transferring responsibilities away from Donna as it is quite easy to cause a misunderstanding in this case if such an action is executed without any proper reasoning.

On the other hand, Donna should have been more professional and stated her real reasons for objecting to such a proposal instead of claiming that it was financially unfeasible. If she had been frank, perhaps she could have found out the real reason behind steve job's new proposal and everything could have been amicably settled.

Cheers!
Roger

By  Roger Ng, at February 11, 2010 at 1:13 AM  

Hey!

In the first place, I think Steve should’ve explained to Donna patiently the reasons why he chose the new proposal as this was to cause a big change in her roles. But the bigger problem is, I believe, Donna taking this act of Steve as a personal challenge instead of looking up to the company’s progress. She should’ve analysed the situation patiently and thought about the pros and cons of the new proposal. Being a professional, she could’ve definitely foreseen the positive outcomes of this plan and could’ve saved her own future as a part of Apple.

Krithika

By  Krithika, at February 11, 2010 at 9:10 AM  

This comment has been removed by the author.

By  Krithika, at February 11, 2010 at 9:11 AM  

Hi Alden,

I feel that the situation that you have chosen is very interesting.

I agree that Steve could have been more sensitive when proposing such a change. However, I feel that if Donna had been more professional, she would be able to view the proposal more fairly. Most importantly, instead of threatening to resign, she should use concrete examples to defend her view.

Also, perhaps Donna's boss, Roy could have helped in mediating the conflict. Perhaps, Donna could be given new responsibilities in place of those that were transferred away to reduce any uneasiness in her.

Just my 2 cents,
Ying Cong

By  AkiraP, at February 12, 2010 at 12:35 AM  

Hey Alden,

I guess the most obvious solution would have been for Steve to explain the situation better to Donna. Meaning he should have also told Donna his rationale behind the changes he wanted to implement.

Also, I feel that Donna could have been a bit more reasonable when it came to accepting the new changes. She could have explained to Steve why she was opposing his views so that maybe Steve would have understood.

If Donna had stopped to think before she acted, she could avoided the decision she took. Steve could have also welcomed Donna's suggestions as shes been working in the company for a while too.

cheers
preeti

By  preeti, at February 12, 2010 at 1:31 AM  

Dear Alden

It wasn't clear when you said "upon analysis" whether it was yours or management's theory.

You should sum up and explain what you hope to gain from this story.

Regards
Happy

By  HappyGoh, at February 24, 2010 at 12:33 PM  

Dear all,
thank you for your comments. I would like to take this chance to explain certain things.

Firstly, when I mentioned 'according to management theory', this was a theoretical analysis by management experts which I've learnt from and upon learning, I agreed with their assumptions and case analysis. Hence I did not mention this was my point of view solely because I adapted this theory from them which I feel I should give them credit for.

To summarize everything,I feel anyone who reads this story should understand the importance of effective communication among each other and the need to understand how others feel. As professionals-to-be in the future, we cannot be so focused on our work to the extent that we forgo the part about sparing a thought for how others feel. Thinking for others will boost your social network and eventually, make you a much more successful person in your field.

By  al, at March 13, 2010 at 1:54 AM  

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