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  • Odyssey: Pepsi to Apple...a Journey of Adventure, Ideas & the Future

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Odyssey: Pepsi to Apple...a Journey of Adventure, Ideas & the Future

4.1 out of 5 stars (43)

In discussing his transition from Pepsi's president and CEO to marketing visionary of Apple Computers, the author shares his insights into marketing and management strategies and forecasts future business trends

In discussing his transition from Pepsi's president and CEO to marketing visionary of Apple Computers, the author shares his insights into marketing and management strategies and forecasts future business trends
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Product details

  • Publisher ‏ : ‎ Diane Pub Co
  • Edition ‏ : ‎ Reprint
  • Language ‏ : ‎ English
  • ISBN-10 ‏ : ‎ 0788169491
  • ISBN-13 ‏ : ‎ 978-0788169496
  • Item Weight ‏ : ‎ 1.5 pounds
  • Dimensions ‏ : ‎ 6 x 1.25 x 9 inches
  • Customer Reviews:
    4.1 out of 5 stars (43)

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Customer reviews

4.1 out of 5 stars
43 global ratings
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Top reviews from the United States

  • 5 out of 5 stars
    Interesting, although the author explains only part of the history
    Reviewed in the United States on April 8, 2011
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    Well, I read this book after viewing Job's lecture at Stanford […] really fascinating. So I would know what was happening behind the scenes, and what went wrong on the love story of Jobs and Sculley.

    The book explains Sculley's East Coast (and Republican) vision of how to manage a big company, which, is, essentially, I may say a "military" way to organize a company, with clear objectives and responsabilities, vs. the West Coast (and Democrat) which is more cooperative and less organized. Of course you cannot manage a multimillion company with the manager deciding on everything, from the profile of the programmers to hire to the marketing budget.

    It explains also the big mistake Sculley (and others have done) when trying to emulate the Sosa wars, with IBM-PC vs. Macintosh. A consumer may just pick one Pepsi on the shelves of a supermarket, and test it, and eventually switch brands... An IT Manager simply cannot do that, and its amazing that people as smart as Apple Board of Directors didn't see this. Anyhow, since then Apple has profiled his public and they did not try to compete with PC clones anymore. They aim their sales to a prospective buyer who is not the IT Manager anymore. Probably this is not a decision done by Jobs when returning to Apple.

    What the book says is not as important as what the book hides, probably the fact that not all companies are created equal, and there is no such thing as "one size fits all". Probably Sculley was the right man for the job in a certain moment, but sure Apple under his management would have become a "me too" company, as Hewlett-Packard is now. Of course I prefer the panache of DEC trying to convince the world to follow their way - although they did not suceed - to the Compaq-HP deal, manufacturing dull machines with dull O.S.

    11 people found this helpful
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  • 4 out of 5 stars
    Great narration but partly self-serving
    Reviewed in the United States on October 7, 2011
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    At the dawn of what we now know as the information revolution, Sculley was torn between keeping a safe, extremely well respected job with one of the all-time great American corporates with a bright future ahead. Enter Steve Jobs who rocks his boat and Sculley is torn between being another cog in the wheel and starting something that would change the world (i.e. Apple). His dilemma and the sequence of events that lead him to eventually join Apple are very well narrated and he brings his internal conflict across well. The second leg to the book is more about the internal workings of Apple and their revolutionary Superbowl commercial. Excitement in the air, all pieces of the puzzle seem to be falling into place. The third and final leg address the typical struggle at any rapidly growing company. Steve Jobs is a product idealist, not a capitalist, and this contradiction has him sacked by Sculley himself. The remainder of the book, a good half of it, is more about the accomplishments of Sculley at Apple. Quite honestly, the extent of self-promotion seems to indicate that deep down, Sculley is trying to justify to himself that letting Steve Jobs go was the right decision. I'm sure it was no easy task for him and he is looking for closure through this book. Well, where this book ends is where Apple's fairytale had actually just begun!

    3 people found this helpful
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  • 5 out of 5 stars
    On that topic the text does disappoint the reader
    Reviewed in the United States on February 6, 2015
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    I read Odyssey because Sculley was considered an expert on marketing. On that topic the text does disappoint the reader; he’s an exceptional person who will teach you techniques, such ideas as “Marketing as Theatre” that we take for granted today.

    John Sculley was an executive, who steered Apple Computer through the turbulent waters of the 1980’s who came from Pepsi. Yet, there’s an interesting soap opera in book. John Sculley helped oust Steve Jobs from Apple in the1980’s, but it was Steve Jobs who recruited John Sculley to come to Apple Computer in the first place. Who said computers were boring?

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  • 3 out of 5 stars
    Three Stars
    Reviewed in the United States on September 19, 2016
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    Sort of an ego book for john

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  • 5 out of 5 stars
    Five Stars
    Reviewed in the United States on February 5, 2015
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  • 4 out of 5 stars
    A nice read.
    Reviewed in the United States on October 20, 2012
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    This is a book worth reading. Considering Apple's resurgence with the iPod and the iPad, it is very timely as well.

    John Sculley was Pepsi's first MBA. After some time, he was recruited by Steve Jobs to be CEO (I think, since I have

    forgotten his exact title).

    After some time, Sculley forced Jobs out of Apple. And I guess you will have to read the rest of the story.

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  • 5 out of 5 stars
    Pepsi vs. Apple Computer: Leading Change
    Reviewed in the United States on May 9, 2007
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    'Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?' So began John Sculley's engagement with Apple Computer. He went from managing a huge global and very traditional beverage company to leading a bleeding-edge of technology innovation center. This fantastic book describes his personal journey into high-speed product development and constant change in at Apple Computer. "Reorganizations,in fact, are looked at positively. In many corporations, they're viewed with anxiety. People wonder, 'Where do I go, what will I do? That's especially true in companies that have had no lay-off or have cradle-to-grave employment policies. In Apple, it's constant change. People expect buildings, structures, offices, and people to change. Organizations shouldn't have permanence....The beauty of a network is that is has no centre. It is a process more than a structure, composed of modular groups that establish themselves to take on specific tasks-- not to build fiefdoms and traditional 'departments' do." He compares the "organization man" who had job security in return for his loyalty, with the self-directed man who deals with "third-wave companies" in a different type of relationship: one of creativity and trust and co-maturation. Sculley's description of Steve Jobs, who replaced him as CEO, "Steve Jobs was less a manager and more an impresario. He knew that the role of managment wasn't to stifle creativity through structure and process, but to foster it through unusually innovative means and thinking."

    2 people found this helpful
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  • 4 out of 5 stars
    Fascinating view into the Sculley vs. Jobs battle
    Reviewed in the United States on December 31, 2010
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    When the author relates the story of being lured from Pepsi to Apple, and the introduction of the Apple Macintosh, this book is fascinating. When John Sculley inserts sections about management styles, it can bore you to tears; just skip them, nothing noteworthy in the management sections anyhow. It was fun to read this book several years after its publication, with the added depth that passage of time provides. A must-have for those interested in the early history of Apple.

    2 people found this helpful
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Top reviews from other countries

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  • 4 out of 5 stars
    読みかけですが読みごたえあり
    Reviewed in Japan on January 2, 2012
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    Jobsが亡くなられたばかりですが、Appleのことを知りたく、John Sculleyの本を買いました。

    日経の「私の履歴書」的な部分もありますが、総じて読みごたえあります。

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  • 5 out of 5 stars
    It was on time
    Reviewed in India on April 4, 2019
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    It’s good. All pages were intact

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  • 4 out of 5 stars
    Viejete pero bien
    Reviewed in Spain on July 22, 2023
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    El libro es buenísimo, conocer la historia desde dentro te abre a nuevas perspectivas. Es un libro que todos los amantes del Management deberían leer.

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  • 5 out of 5 stars
    Ottimo acquisto.
    Reviewed in Italy on June 15, 2018
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    Ottimo acquisto. Fortunato ad averlo trovato usato. Perfetta spedizione. Il prodotto corrisponde a quanto indicato: molto bello da leggere se si amano le biografie.

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  • 5 out of 5 stars
    Classic book - arrived as described.
    Reviewed in Canada on August 3, 2023
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    Classic take on the Apple legacy from its most infamous period.

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