Donna Dubinsky

In dealing with change and how it affects the individual at a professional level, the Donna Dubinsky Case exemplifies the concept at its maximum. She has had a promising career: her goals and objectives have always been achieved and in many instances outwitted. She has had the support of her boss, Roy Weaver, since the day she arrived Apple Computers; and Weaver has expanded her responsibilities, challenged and rewarded her for her good contributions to the expansion of her department. The dilemma between doing what she feels is best for the company or following the criteria of others, including those at much higher rankings than her, -thus putting her job at risk as well as her credibility in making the right decisions- sharply hits the protagonist in this case.
Diagnosis of Company Situation
Dubinsky walks into Apple Computers in 1981, when the PC industry is in boom and the company is experiencing tremendous growth. Apple Computers is the leading PC manufacturer in the United States, and holds 32% of the market share in 1980. By 1985 it had more than 10 fold its operating revenues, but its market share had fallen to 24%. This particular situation begins to call upon the attention of Mr. Jobs, who is the Chairman of the Board of Directors at Apple Computers as well as Vice President and General Manager of Macintosh, and insists that change is necessary for the continuous success of Apple Computers. …