The Genius of Risk: How Apple Redefined Retail for Profit The tech industry often gets credit for disrupting traditional business models, but one company's bold experiment in retail has yielded a remarkable success story that should give pause to any executive considering a shift from e commerce.
Ron Johnson, former senior vice president of retail at Apple, reveals the inner workings of this risk taking strategy in his book "Shop Different: How Retail Revealed Apple's Genius.
" By embracing physical stores as more than just display cases for online sales, Apple not only turned a profit but set a new standard for experiential retail.