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How to not spend $100bn: The case against Apple

Strategic Direction

ISSN: 0258-0543

Article publication date: 12 January 2015




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


The justification of the super wealthy for being, well, super wealthy, is that there is a “trickle down effect” that benefits us mere mortals. This effect supposedly sees the rich and famous spend their hard-earned cash on goods and services supplied by the great unwashed, and invest in companies and projects that require large numbers of people to be gainfully employed. If it was not for such benevolence, presumably the authors would see long lines of people snaking round the block from job centres like the darkest days of the 1980s.

Practical implications

This paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


This briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2015), "How to not spend $100bn: The case against Apple", Strategic Direction, Vol. 31 No. 2, pp. 13-15.



Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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