Introduction
The ability to overcome adversity and move forward despite barriers, whether external obstacles or internal challenges, is an essential characteristic of a sustainable and profitable business. In this regard, marketing policies that encourage bold initiatives can pay off and help entrepreneurs earn the trust and loyalty of their target market.
One of the companies pursuing a similarly bold growth strategy based on innovation and breakthrough steps is Apple Inc. The corporation was one of the pioneers of the digital market as it is known today, and an appropriate biblical quotation can be applied to describe such a position for the brand in question. The verse sounds as follows: “Have I not commanded you? Be strong and courageous. Do not be terrified; do not be discouraged, for the LORD your God will be with you wherever you go” (“Joshua 1:9,” n.d.). Courage and the desire to achieve goals are hallmarks of Apple’s marketing, and from a Christian perspective, this attitude is consistent with God’s command to be courageous and self-confident.
Christian Faith and Apple’s Marketing Management Decisions
When analyzing Apple’s business and the growth of that company’s influence, one can see that the Christian attitude to fearlessness in the face of difficulties has contributed greatly to success. The innovative approach as the core of the development strategy has justified itself and become the hallmark of the corporation.
According to Wang et al. (2019), the enthusiasm and courage of the company’s founders have allowed them to win millions of loyal consumers, which the researchers characterize as “brand sacredness” (p. 739). This status is largely achieved due to self-confidence and fearlessness, especially at the initial stage of development. Apple was able to convince consumers that innovation was one of the few ways to introduce new products with exceptional features to the world. As a result, this Christian principle of conviction has helped the corporation ensure the effectiveness of its marketing policy.
Apple’s Faithful Founders
While invoking faith as the source of Apple’s marketing decisions, one may note the clear stance of corporate leaders on demonstrating belief in the correctness of the decisions being made. Podolny and Hansen (2020) mention the functional structure of Apple’s marketing policy when Steve Jobs, its founder, set the goal of promoting the brand within specific development steps. Convinced of the correct strategy involved, Jobs inspired his colleagues and promoted the idea of an innovative approach that was different from that of competitors. These bold moves helped the company meet its challenges and earn the trust of the global marketplace, proving that fearlessness in the face of challenges was the right approach.
Conclusion
The Christian stance of a fearless approach to advancement based on faith in God’s support is clearly evident in Apple’s case. Being a pioneer in its market niche, the corporation was not afraid of difficulties and promoted innovations, including in its marketing strategies. This approach paid off, allowing the company’s leaders to win the trust of the global market and prove the importance of courageous self-confidence.
References
Joshua 1:9. (n.d.). English Standard Version Bible. Web.
Podolny, J. M., & Hansen, M. T. (2020). How Apple is organized for innovation. Harvard Business Review, 98(6), 86-95.
Wang, C. L., Sarkar, J. G., & Sarkar, A. (2019). Hallowed be thy brand: Measuring perceived brand sacredness.European Journal of Marketing, 53(4), 733-757. Web.