50 companies that change the world

Ba 1:
50 CONG TY LAM THAY
OI THE GII
(50 Companies That Changed the
world)
Howard Rothman
ong tac gia cuon Companies with a Conscience
50 companies that change the world

50 companies that change the world
Ba 2:
50 Cong Ty Lam Thay oi The Gii

Theo ban - trong 200 nam qua - nhng cong ty nao co anh hng ln nhat en cuoc
song va hanh tinh cua chung ta? Nhng cong ty nao a lam thay i sau rng loi song ca
chung ta? Nhng cong ty nao a a nen van minh cua chung ta tien nhng bc nhanh va
dai gan nh khong tng? o la nhng cau hoi ma tac gi Howard Rothman se giai ap mot
cach thuyet phuc qua cuon sach hap dan nay.
Nhng cong ty trong cuon sach nay c xep hang da tren tieu ch ve tam anh
hng va s ong gop cua ho oi vi nen kinh te the gii va cong ong xa hoi. o khong ch
la nhng cong ty cua My, ma cua nhieu nc khac tren the gii, t nhng cai ten nghe rat
quen thuoc nh McDonalds, Coca-Cola, Boeing, AFP cho en nhng cai ten rat ky thuat
cao va thi thng nh Microsoft, Sony, Yahoo!, Apple va ca nhng cong ty ma tam anh
hng cua ho oi vi moi trng song va nen hoa bnh cua chung ta la rat oi tieu cc, tham
ch ang len an.
Howard Rothman se mo ta chi tiet cach thc moi cong ty a gop phan nh hnh nen
nganh thng mai toan cau va lam thay oi cuoc song cua chung ta t the ky 19 cho en
ngay hom nay.
Moi cong ty la mot ban phac hoa sinh ong, ac trng, oc ao qua trnh hnh thanh
va phat trien qua thi cc thnh cho en v the hien nay. Nhng iem manh - yeu cua tng
cong ty cung c phan tch trong boi canh hoat ong, hoan canh lch s va lnh vc kinh
doanh cu the. Sau khi oc xong quyen sach nay, ban han se ong y vi tac gia rang 50 cong
ty nay ung la nhng ai dien vt troi so vi cac cong ty khac trong cung lnh vc.

50 companies that change the world
Ba 3:

Ve tac gia
Howard Rothman tng lam co van cho cac tap oan ln va ieu hanh mot cong ty
kinh doanh nho. Ngoai viec viet bao, lam bien tap vien, ong con viet sach, viet ban tin va
cung cap thong tin trc tuyen cho nhieu to chc. Ong chuyen viet ve tam anh hng cua
cong nghe va cac phng phap quan ly thiet thc trong the gii kinh doanh muon hnh van
trang ngay nay. Ong co nhieu bai phat bieu va thuyet trnh ve e tai kinh te t nhng nam
1990. Ong tng viet rat nhieu bai bao hap dan cho cac tap ch tai My va quoc te trong vong
25 nam qua. Trong so bay quyen sach ma ong a xuat ban, co quyen Companies with a
Conscience: Intimate Portraits of Twelve Firms That Make a Difference, vi Mary Scott la
ong tac gia, c xep vao danh muc nhng quyen sach ban chay nhat the gii.
50 companies that change the world
Ba 4:

Mt quyn sach tuyet vi danh cho tat ca nhng ai quan tam en nhng
thay oi sau sac ma cac cong ty hang au the gii a tao ra oi vi cuoc song va
dien mao hanh tinh chung ta.
50 Cong Ty Lam Thay oi The Gii ch ra nhng b quyet ma cac cong ty ln nhat moi
thi ai a tng s dung e i en thanh cong. ay la nhng cong ty co bc i ot pha, tao
ra xu hng mi me qua viec ap dung cac phng phap quan tr kinh doanh hieu qua va luon
kch thch s sang tao.
50 Cong Ty Lam Thay oi The Gii la mot quyen sach thc s gia tr cho nhng ngi
ang va se gi v tr ieu hanh doanh nghiep v nhng bai hoc qu gia ma no cha ng ben
trong. Cuon sach nay cung mang lai rat nhieu ieu bo ch va thu v cho nhng ai ham me
nghien cu lch s va yeu thch nhng cau chuyen ang ngng mo ve tai nang, s sang tao
va tinh than lam viec hieu qua cua nhng con ngi kiet xuat.
Lam the nao 50 cong ty nay co the thay oi the gii? Ban se c cung cap thong tin
ve cau truc tong the cua nganh kinh doanh cung vi cau truc xa hoi trong vai the ky gan ay
e tm ra cau tra li. Ban se gap g nhng con ngi co tam nhn rong, y ch manh me, long
can am khong gii han va s tan tam tuyet oi trong cong viec. Ho la nhng ngi luon no
lc het mnh e tm ra y tng mi va dan dat cong ty cua mnh i en thanh cong. Chnh xac
hn, ho chnh la nguon sc manh thc s lam thay oi the gii ma chung ta ang song.


50 companies that change the world
Li tac gia
Du ton tai nh mot sc manh rieng le hay hp nhat, the gii cua cac cong ty va tap
oan ang co mot anh hng ngay cang manh me va lien tuc n cuoc song cua moi chung
ta. Chung ta song va lam viec trong the gii o, chung ta an, mac, , chung ta di chuyen tren
nhng chiec xe hi, tau hoa, may bay do the gii o san xuat ra va giao tiep lien luc a mot
cach nhanh chong nh cac mang li truyen thong ien t cc ky hu hieu ma the gii o
mang lai. Noi tom lai, moi nhu cau ve cuoc song, sinh hoat, hoc tap, giai tr va lam viec hang
ngay cua chung ta eu le thuoc gan nh hoan toan vao the gii cua cac cong ty cung hang
trieu loai san pham va dch vu ma ho cung cap.
T kinh nghiem ieu hanh mot ca hang ban le va mot cong ty ban hang t ong cua
gia nh, toi co nhieu c hoi quan sat the gii thng mai. Toi a chu ong tham gia the gii
nay ngay t khi con hoc pho thong. Toi bat au vi cong viec ban thuoc la va nhng cuon
tap ch trong cac ky ngh. Toi cung tng ieu khien mot may phan loai tien xu cu ky vao moi
buoi sang th Bay e em tien le trong cac may ban hang t ong cua gia nh chung toi. Ve
sau, khi tr thanh mot nha bao, toi lam phong vien kinh te cho mot t bao trc khi lam bien
tap vien cho vai tap ch chuyen nganh kinh doanh va thng mai.
Trong suot quang thi gian o, toi a tiep can vi nhieu cong ty rat thu v trong khi ho
ang thc hien cac d an oc ao va quan trong. Toi thch thu en o a viet thanh sach mot
vai d an trong so o. Vi t cach la mot co van kinh te va ban than tham gia trc tiep vao
cong viec kinh doanh, toi cung chu y en s phat trien cua mot so hoat ong thng mai qui
mo nho t mot ai ly ban may thu phat, mot c s quang cao cho en phong mach cua cac
bac s hay mot van phong t van ke toan nho, hoac mot nha cung cap dch vu Internet.
Muc tieu cua toi trong quyen sach nay la xem xet nhng cach thc khac nhau ma cac
cong ty co the ap dung va lam thay oi the gii cua chung ta. Toi a tham khao y kien cua
cac giam oc ieu hanh, cac chuyen gia, ky s, giao vien, nhan vien, ban be trong nhieu lnh
vc e sau cung lap ra mot danh sach gom 50 cong ty tieu bieu nhat, bao quat nhat va noi
50 companies that change the world
len c tam anh hng ma ho a tao ra oi vi cuoc song con ngi trong the ky XIX va
XX.
Trong qua trnh nghien cu, toi luon can nhac moi goc o ve tam anh hng cua mot
cong ty nham han che toi a nhng y kien chu quan e trnh bay mot cach xac thc nhat.
Cac bai viet ve tng cong ty se mang en cho ban mot cai nhn xuyen suot en nhng
chi tiet thng b bo quen do ban chat van hoa khac nhau cua tng cong ty. V du, ban se
thay khai niem ve viec van e di chuyen c i t chu e tau hoa va xe hi sang may bay,
hay cach thc ma cuoc cach mang truyen thong a dan dat chung ta i t bao ch en ai
phat thanh, truyen hnh roi en mang giao tiep thc tai ao. Xa hoi chung ta a thay oi ra sao
sau s xuat hien cua ien va ien thoai, cua chuoi khach san va thc an nhanh. Bc tranh
toan canh la s hnh thanh va phat trien cua xa hoi noi chung va nganh kinh doanh thng
mai noi rieng nam trong tay nhng con ngi kiet xuat, co tam nhn vt thi gian, nhng
ngi khi xng cac trao lu, loi song, cong nghe mi bang nhng y tng ot pha manh
me nhat.
V the, khong co g ang ngac nhien khi biet rang gan nh tat ca nhng cong ty c
e cap en trong cuon sach nay, du c thanh lap khi nao va au, van co mot tam anh
hng ln en cuoc song cua chung ta. Thc long ma noi, toi viet quyen sach nay tren mot
chiec may tnh cua hang Apple vi s tr giup cua trnh duyet Netscape, phan mem soan
thao van ban Microsoft Word va may in Hewlett-Packard. Trong qua trnh lam viec toi a
mua mot bo ban ghe t he thong ban le Wal-Mart, mot chiec may cat co cua Sears. Toi
nhan c th t qua dch vu FedEx khoang ba lan mot tuan, va thng giai tr cung nh cap
nhat tin tc t cac kenh truyen hnh CNN, CBS nh he thong truyen hnh cap cua nha cung
cap AT&T. Chiec xe au tien cua toi c san xuat bi tap oan General Motors, chiec
tiep theo mang nhan hieu Toyota, va chiec xe hien nay cua toi ang s dung vo xe cua
Firestone. Toi tap the duc hang ngay bang oi giay cua Nike va nghe nhac bang au a
Sony. Con cai chung toi thng xem cac bo phim hoat hnh cua hang Walt Disney va thch
50 companies that change the world
vao cac ca hang o chi Toy R Us khi con be. Toi tng i may bay cua hang People
Express oi ba lan. Ngay nay, nha toi co san pham cua rat nhieu cac cong ty khac nhau, co
the ke ra ay nh Kellogg, Procter & Gamble, Phillip Morris, H.J. Heinz, L.L. Bean,
Coca-Cola
50 cong ty nay ro rang a tao ra mot dau an het sc ac biet trong the gii cua nganh
kinh doanh thng mai. Ho a co nhng phat kien vo cung quan trong ve day chuyen san
xuat, nhng quyen kinh doanh, m rong thng hieu va nhan vien thi vu. Cung luc, ho a
tao ra mot dau an tham ch con ln hn na oi vi the gii noi chung, va tng ngi chung
ta noi rieng bang cach thay oi cac loai lng thc - thc pham ma chung ta s dung hang
ngay, nhng tro giai tr ma chung ta yeu thch, va phng thc giup chung ta lien lac vi
nhau.
Tren thc te cac cong ty luon phai oi au vi cac thach thc thng trc e duy tr
anh hng cua mnh, nhng hau het eu thanh cong tren thng trng. o la mot trong
nhng ly do chnh ma ho c e cap en trong cuon sach nay. Hy vong cac cau chuyen ve
ho se mang en nhieu ieu bo ch va thu v oi vi tat ca cac ban.
Vai ngi oc cuon sach nay hoi toi ve kha nang au t vao cac cong ty tren. o la
mot cau hoi thong minh va toi a khuyen ho hay hanh ong ngay. Mot vai ngi khong lo
trong so 50 cong ty ke tren la mot thanh vien thng trc cua ch so Down Jones. Mot so
khac la nhng ten tuoi ng au san giao dch NASDAQ. Tuy nhien, s bat on cua th trng
chng khoan na cuoi nam 2000 a gay ra cho ho mot vai cu soc kha nang. Microsoft, AT&T
va Ford cung khong mien nhiem trc s dao ong cua th gia co phieu trong nhieu phan
khuc th trng. Tuy nhien, cac nha au t lau dai co the yen tam rang nhng cong ty c
noi en trong quyen sach nay co mot be day hoat ong vng chac, co nguon lc tai chnh doi
dao va chien lc kinh doanh hieu qua. Hy vong rang nhieu cong ty va tap oan se tiep tuc
duy tr v tr dan au cua mnh trong nhng thap nien tiep theo cua the ky 21.
- Howard Rothman
50 companies that change the world
1. MICROSOFT
Ngoi nha khong the thieu ca so, cuoc song khong the thieu Windows.


Tom tat
Ngi sang lap: William H. Gates va Paul Allen
Logo:
V tr trong nen kinh te My: Hang 49 (Fortune 500 nam 2007)
Net ac trng: Tao ra nhng he ieu hanh c s dung bi gan nh toan bo
cac may tnh ca nhan tren khap the gii.
San pham chnh: Phan mem may tnh va cac dch vu Internet.
Doanh thu: 44,28 t o la (2007) - Li nhuan: 12,6 t o-la (2007)
So nhan vien: 79.000 ngi (2007)
oi thu chnh: America Online (AOL), Oracle, Sun Microsystems.
Kien truc s trng Phat trien Phan mem: William H. Gates III;
Chu tch kiem CEO: Steven A. Ballmer.
Tru s chnh: Redmond, Washington, Hoa Ky
Nam thanh lap: 1975
50 companies that change the world
Website: www.microsoft.com
Du mun hay khong, vo tnh hay co y, trc tiep hay gian tiep, ban ang s dung san
pham va dch vu cua Microsoft. Va, ban cung khong the phu nhan ieu nay: Microsoft la cong
ty quyen lc nhat the gii hien nay.
c thanh lap cach ay 25 nam bi hai ngi ban than t thi nien thieu, tap oan
nay ang ngay cang ln manh cung vi s phat trien cua may tnh ca nhan. Microsoft khong
phai la cong ty ln nhat, cung khong phai la cong ty co gia tr nhat the gii. No khong that s
xuat sac ve mat cai tien, phat trien cong nghe hay thiet lap c moi quan he tot ep vi
nhan vien. No khong hap dan nh mot trang web hay, loi cuon nh mot thng vu the thao
nh am, hay thu hut nh mot tro giai tr thi thng. Nhng, no a san xuat ra mot phan
mem van hanh en 90% so may tnh ca nhan tren toan the gii va ieu nay a mang en
cho no mot v tr thong tr tuyet oi ma cha co cong ty nao, bat ky lnh vc nao, co the b
kp.
Cau chuyen c bat au vao nam 1975, khi Bill Gates va Paul Allen chuyen oi
ngon ng lap trnh cua loai may tnh ln i au thanh mot loai ngon ng co the c s
dung tren chiec may tnh ca nhan au tien. Cong ty ma ho a at ten bang cach ghep hai t
au cua microcomputers
1
va software
2
- a thanh cong ngoai sc tng tng. Li
nhuan nam au tien ch la 16.000 o-la, nhng en nam th nam th nhay vot len en 7,5
trieu o la va m rong kinh doanh ra toan cau, thiet lap quan he vi tat ca cac nha san xuat
may vi tnh hang au the gii, m rong cac dong san pham mot cach manh me, va a thu ve
gan 150 trieu o-la li nhan trong nam 1985. Sau o, Microsoft c co phan hoa trong khi
van duy tr mc li nhuan ang kinh ngac 25% tren doanh thu ban hang. Bill Gates oat
danh hieu t phu tre tuoi nhat nc My khi o va ngi giau nhat the gii sau nay.

1
Microcomputer - May vi tnh
2
Software - Phan mem
50 companies that change the world

Bill Gates va Paul Allen, ngay o va bay gi

Ngoai nhng thanh qua to ln ke tren, Microsoft cung nhan c vo so li khen tieng
che khac nhau. Ho b to cao la a chiem oat nhng cai tien cong nghe c phat trien bi
nhng cong ty khac va bien nhng thanh tu chat xam nay thanh tai san thu li cua rieng
mnh; ho a lam dung quyen lc vo han cua mnh e chen ep cac oi thu canh tranh va buoc
ngi tieu dung phai mua nhng ban nang cap phan mem vi gia ca oc quyen; Tuy nhien,
a bo l c hoi khi cn sot Internet bung no e roi sau o phai vat va chay cac oi thu canh
tranh trong lnh vc nay.
Vao gia nam 1998, Bo T phap Hoa Ky va mot lien minh gom 20 ai bieu lien bang
a to cao Microsoft vi pham cac ieu luat chong oc quyen mot cao buoc dan en viec
hoat ong cua ho phai b tach ra lam hai mang. Du vay, trong khi ch mot quyet nh thi
hanh phan quyet cua toa an th Microsoft a kp phuc hoi e lay lai quyen lc a mat.
Paul Allen a thay trc tng lai khi ong nhn thay chiec may tnh MITS Altair tren
trang ba tap ch Popular Mechanics vao nam 1975. Allen, luc o ang lam viec
Honeywell, ngay lap tc hieu ra rang thiet b mang tnh tien phong nay se thay oi hoan toan
cach s dung may vi tnh cua chung ta. Ong a t tap ch nay cho ngi ban co tri Bill
Gates, ong hng Seattle vi Allen khi o ang la sinh vien nam th hai cua ai hoc
Harvard. Gates a viet chng trnh may tnh au tien cua mnh va t o bat au s nghiep
kinh doanh may tnh khi cha en tuoi 20. Thch thu vi vien canh thanh cong ma Allen a
50 companies that change the world
ra, the la hai ngi lao vao lam viec suot ngay em e chuyen hoa th ngon ng lap trnh
co ten goi la BASIC, von ang c dung tren nhng chiec may tnh ln, thanh mot ngon
ng ma nhng chiec may tnh ca nhan co the hieu c.
Khi ca hai hoan tat cong viec, Allen ap may bay en tru s cua MITS
Albuquerque e trnh bay nhng y tng va thanh qua lao ong cua ho. Cac nha lanh ao
cua MITS a an tng en mc giao ngay cho Allen mot v tr lam viec trong cong ty. Ong
cung bat au phat trien ngon ng BASIC cho dong may Altair mot cach rat hieu qua, va ieu
nay a thu hut s chu y cua nhng ngi ung ho dong may nay, ho ch i mot s cai tien
nh vay t qua lau roi. Gates bat au say me va bo hoc Harvard e theo Allen en New
Mexico. o, ca hai lap ra mot lien doanh khong chnh thc vi ten goi Micro-soft, dau
gach noi e nhan manh nguon goc cua cong ty, va bat au phat trien y tng ma ho a ngh
ra. Nam au tien, ho thu c 16.005 o-la li nhuan.
Hai ngi m nhieu van phong Albuquerque va ky hp ong hp tac vi vai cong ty
ln, trong so o co General Electric va NCR
3
. Ca hai cong ty nay eu b thu hut bi tieng
vang cua dong may Altair. Allen va Gates bat au tuyen nhan vien va vao nam 1977 ho
chnh thc khang nh s ton tai cua cong ty. Gates cung bat au len tieng phan oi viec vi
pham ban quyen oi vi san pham cua Microsoft, va ieu nay a lam mat long rat nhieu
ngi v ho cho rang dang chng trnh may tnh nh the phai c cung cap mien ph. ay
d nhien khong phai la lan cuoi cung Gates va cong ty b buoc toi ap at y muon cua mnh
len phan con lai cua the gii may tnh.

3
NCR la mot cong ty cung cap giai phap cong nghe toan cau nam trong Danh sach Fortune 500
50 companies that change the world

Nhng nhan vien au tien cua Microsoft nam 1978, Bill Gates hng u, ba tri

Nhieu giay phep s dung ngon ng BASIC nhanh chong c thng thao nham phuc
vu cho cac dong may va mi ra i nh Commodore PET va TRS-80 (cung vi s vn len
manh me cua mot cong ty Bac California co ten goi Apple). Vao cuoi nam 1977 Microsoft
bat au phat trien mot ngon ng may tnh mi ten la FORTRAN, va bat au ke hoach chien
lc bang viec ban le ngon ng lap trnh BASIC. Khi li nhuan at mc 400,000 o-la,
Gates va Allen quyet nh di tru s en Bellevue, Washington.
Sau khi thoa thuan c vi mot oi tac Nhat Ban e quang ba BASIC ra nc ngoai,
hoat ong kinh doanh cua Microsoft bat au tang toc. Sau o, ngay trc le ky niem thanh
lap cong ty lan th nam, Microsoft ky mot hp ong s bo vi IBM e phat trien mot he ieu
hanh danh rieng cho dong may tnh ca nhan sap ra i, ma IBM la nha san xuat. Microsoft
gi ay a co 40 nhan vien, trong o co mot thanh nien ten la Steve Ballmer va chuyen en
t Procter & Gamble nhng khong co mot d an hay y tng kha thi nao trong tay, v the
Gates a mua lai mot chng trnh goi la QDOS
4
t cong ty San pham may tnh Seattle vi
gia 50.000 o-la. Cong ty cua Gates sau o chnh sa lai chng trnh nay e ap ng c
nhu cau cua IBM, roi oi ten no thanh MS-DOS
5
, va phan mem nay a thch ng mot cach
tuyet vi vi chiec may tnh ca nhan the he mi cua IBM va lng san pham ban ra cao en

4
QDOS - Quick and Dirty Operating System
5
MS-DOS - Microsofts Disk Operating System
50 companies that change the world
chong mat ngay khi va mi trnh lang vao nam 1981. Li nhuan at en con so 16 trieu o-
la va so nhan vien cua cong ty c tang len gap ba lan.
16 thang sau khi phien ban au tien xuat hien, cong ty a cap giay phep s dung MS-
DOS cho 50 nha san xuat phan cng khac nhau, va Microsoft a that s cat canh. Cong ty m
them nhieu van phong chau Au, cung luc o s dung li nhuan thu c e san xuat mot
loai bang tnh ien va bc chan vao th trng kinh doanh phan mem ang ngay mot phat
trien. Ngi ong sang lap Paul Allen ri khoi cong ty vao nam 1983 v ly do sc khoe,
nhng nhng bc i tien phong ma ong va Bill Gates a xac lap th van c phat huy. Nam
ky niem thanh lap lan th 10 la thi ky cc thnh cua Microsoft, khi ho cho xuat xng phien
ban au tien cua mot he ieu hanh mang tnh o hoa co ten goi la Windows. Ban au doanh
so ban ra cua san pham nay kha cham, mot phan la v lng phan mem tng thch vi no
cha c phat trien, nhng nguyen nhan chu yeu la he ieu hanh nay a vap phai s ch
trch kha nang ne. Nhng ngi hoai nghi a ch ra rang he ieu hanh Macintosh cua Apple
a lam c moi th Windows lam, va tham ch con lam tot hn. Microsoft tiep tuc cai thien
no ong thi tm kiem li nhuan trong mot so lnh vc khac. Li nhuan hang nam nhanh
chong at en con so 150 trieu o-la va tong so nhan vien a len en 1.000 ngi.
Microsoft ap tra nhng li ch trch bang cach co phan hoa va chuyen en mot khu
tru s mi gom bon toa nha Redmond, Washington vao nam 1986. Gates, co ong ln nhat
cua cong ty, luc nay a tr thanh t phu tuoi 31. Nhng ben canh s giau co ca nhan va sc
manh ngay cang tang len cua cong ty th nhng li cao buoc, phan oi chong lai e che non
tre nay cung xuat hien ngay cang nhieu. Nhng cong ty canh tranh thng buoc toi Microsoft
la a lam giau bat chnh t moi chiec may tnh ca nhan c ban ra tren toan the gii. Du
vay, nhng ngi ung ho cung tang len ang ke khi Microsoft m rong tam anh hng cua
mnh, va ho luon hoan nghenh nhiet liet nhng san pham lam cho may tnh cua ho tr nen
hieu qua va at nang suat cao hn.
Nhng nam cuoi cua thap nien 80, ngi ta tiep tuc chng kien nhieu bc tien khac
cua Microsoft. Ho gii thieu mot goi ng dung co ten la Office, nhng san pham c ban
50 companies that change the world
di dang a CD nh mot bo su tap goi la Bookshelf. Vi lng san pham chiem hn mot
na th phan tren toan the gii, Microsoft a tr thanh cong ty phat trien phan mem ln nhat
va Apple a kien Microsoft v vi pham ban quyen. Tuy the, nhng ngi ng au cong ty
Redmon co ve nh khong quan tam lam en li cao buoc nay va tiep tuc m rong tru s e
co the cha them nhieu nhan vien hn na.
Bc ngoat ln nhat xay ra vao nam 1990 khi phien ban mi nhat Windows 3.0 c
ra mat. Microsoft tin rang san pham nay se vnh vien lam thay oi the gii may tnh ca nhan,
va a khi xng mot chien dch tiep th cho san pham nay vi chi ph len en 100 trieu o-
la. Nhng no lc nay a c en ap xng ang khi phien ban nay at con so ban ra
100.000 ban ch trong vong ba tuan le au tien, bien cong ty nay tr thanh cong ty au tien
trong lnh vc may tnh co doanh thu vt qua con so mot t o-la. Cot moc quan trong nay
c thiet lap vao luc Microsoft to chc an mng sinh nhat th 15 cua mnh. Khong lau sau
o, Toa an Lien bang tuyen bo rang cong ty ang b ieu tra v nghi ng vi pham luat chong
oc quyen.


Windows 3.0 (1990) va Windows 3.11 (1993)

Nhng thanh cong to ln cua Microsoft, va nhng chng ngai vat cung to ln khong
kem, tiep tuc tang len theo cap so nhan trong suot thap nien 90. Hang trieu ngi a ang ky
s dung Windows tren nhieu quoc gia khac nhau khi cac phien ban va phan mem mi lien
50 companies that change the world
tuc xuat hien oi vi may tnh s dung cho muc ch ca nhan cung nh kinh doanh. ong
thi, vu tranh chap keo dai 63 thang vi hang Apple cuoi cung cung ket thuc vi phan co li
nghieng ve pha Microsoft. Du vay, nhng oi thu canh tranh van khong ngng gay kho de
hong ngan can bc tien cua Microsoft.
Cong ty anh dau sinh nhat lan th 20 cua mnh bang viec ra mat phien ban Windows
95 vi phien ban nay, cuoi cung he ieu hanh cua Microsoft cung co the sanh ngang vi he
ieu hanh noi tieng Mac cua Apple. Hn 4 trieu ban a c ban het sach ch trong vong 4
ngay. Microsoft ban Windows kem theo trnh duyet Internet Explorer nh mot no lc muon
mang nham tan cong oi thu canh tranh Netscape tren thng trng ang ngay mot nong
len cua the gii ao. Ho cung a hnh thanh mot dch vu trc tuyen co ten goi Microsoft
Network e tranh gianh th phan vi tap oan hang au trong lnh vc nay la America
Online. Gates lai tiep tuc no lc hn na trong viec tung ra cac phan mem lien quan en
Internet, nhng bc i nay cua ong cung lam cac c quan nha nc co tham quyen ngay
cang e mat hn en hoat ong cua cong ty. Vao nam 1997, Bo T phap Hoa Ky chnh thc
tuyen bo Microsoft vi pham ieu luat chong oc quyen, bang cach buoc cac nha san xuat
may tnh phai ban kem theo cac san pham cua cong ty neu khong muon mat he ieu hanh
Windows.
Steve Ballmer c e bat gi chc Chu tch kiem Giam oc ieu hanh va Gates am
trach cng v Kien truc s trng Bo phan Phat trien Phan mem va Chu tch Tap oan
trong khi nhng phan quyet cua cua Toa an Lien bang tiep tuc c a ra. Nam 1999, mot
phien toa cao buoc Microsoft a lam ton hai nghiem trong en quyen li cua ngi tieu dung
do vi pham luat chong oc quyen trong nhng ban thng thao vi cac oi tac cua ho. Mot
nam sau o, cong ty b yeu cau phai tach ra thanh hai mang co t cach phap nhan oc lap;
mot mang chuyen san xuat he ieu hanh va mang kia th phat trien cac phan mem ng dung.
Microsoft a kch liet phan oi phan quyet nay va vao mua thu nam 2000, Toa an Toi cao
Hoa Ky a tuyen bo rang mot cuoc ieu tran phai c tien hanh trc khi co mot phan
quyet cuoi cung.
50 companies that change the world

Windows Vista Ultimate 2007
***
Tnh en cuoi nam 2007, Microsoft co 79.000 nhan vien 102 quoc gia tren khap the
gii va at doanh thu toan cau 51,12 t o la. Ma chng khoan cua ho tai NASDAQ la MSFT
(SEHK: 4338) hay thng c biet en vi ky hieu MS. Bo ng dung MS Office va he ieu
hanh Windows cua ho chiem en 90% th phan the gii tng ng cac nam 2003 va 2006.
e che Microsoft a san sinh ra 4 t phu va khoang 12.000 trieu phu tam c the gii ke
t ngay thanh lap en nay.
Muc tieu chien lc tiep theo cua Microsoft la cuoc song gia nh. Ho se tap trung
phat trien cac phan mem va thiet b c ban e lien ket ba oi tng: nha rieng, cong s va
tng ca nhan.
Microsoft con bc sang cac lnh vc khac nh au t vao mang truyen hnh cap
MSNBC, MSN Internet, T ien trc tuyen a phng tien Microsoft Encarta. Cac san pham
giai tr cua ho nh Xbox, Xbox 360, Zune va MSN TV c ca ngi nh mot nen van hoa
kinh doanh lay phat trien lam trong tam. Trang web chnh thc cua ho la mot trong nhng
trang web co lng truy cap ln nhat the gii (hang th 18), vi 2,4 trieu ket noi moi ngay,
theo thong ke cua Alexa.com.
Ve ngi an ong giau co nhat hanh tinh Bill Gates, ong co v la ba Melinda French
Gates cung hai con gai va mot trai. oi v chong nay con noi tieng vi nhng hoat ong t
50 companies that change the world
thien cua mnh. Ho a quyet nh danh 95% gia tai cua mnh e lap cac quy phong chong va
ay lui can benh HIV-AIDS va benh sot ret. Ong cung c Tap ch Time phong danh hieu
Ngi an ong cua nam nam 2005 v nhng no lc trong cac hoat ong nhan ao.
Nh mot giai thoai, ngi ta noi rang neu Bill Gates bat gap mot t giay bac 100 o la
tren ng th ong khong nen nhat. Bi v, trong thi gian ong lam chuyen o th tai san cua
ong a tang them vai chuc ngan o la!
Tap ch Time anh gia Bill Gates la mot trong 100 ngi co anh hng nhat the gii
cua the ky XX va lien tuc trong nhng nam au (2004 2005 2006) cua the ky XXI. Ngoai
ra, t Sunday Times xep ong vao danh sach cac Anh hung cua Thi ai nam 1999, t
Chief Executive Officers phong ong la Giam oc ieu hanh cua nam nam 1994,


Time 1984 Time 1997 Time 2005 va Time 2006

Bill Gates c phong Tien s Danh d t nhieu hoc vien khac nhau tren the gii nh
ai hoc Kinh doanh Nyenrode, Breukelen, Ha Lan, nam 2000; Hoc vien Cong nghe Hoang
gia Thuy ien 2002; ai hoc Waseda , Tokyo, Japan 2005; ai hoc Harvard thang 06/2007,
va Hoc vien Karolinska, Stockholm, Thuy ien thang 01/2008. Ong c N hoang Anh
Elizabeth II phong tc Hiep s Danh d nam 2005.
50 companies that change the world
BILL GATES EN VIET NAM
Ngay 21/04/2006, Ngi lam thay oi the gii Bill Gates a en Viet Nam bang
chuyen c rieng theo li mi cua Thu tng Phan Van Khai. Ong a danh hn mot gi e noi
chuyen vi sinh vien Viet Nam tai trng ai hoc Bach Khoa Ha Noi sang ngay 22/04/2006.

Bill Gates ti Hoi trng ai hoc Bach Khoa Ha Noi

Trong cuoc gap mat cua Bill Gates vi cac doanh nghiep pham mem Viet Nam, cung
trong ngay 22/04/2006, ong noi: Luc nay ay, ieu cac ban can lam la giai phong nguon
nhan lc, phat trien cong bang gia cac trng ai hoc, doanh nghiep t nhan, nha nc va
ca nhan, ong thi xac nh ro nh cau trong nc cung nh tren the gii.


Sinh vien ai hoc Bach khoa Ha Noi phan khch chao on Bill Gates sang 22/04/2006
50 companies that change the world

Cac nha phan tch cho rang phai mat nhieu nam na ngi ta mi quyet nh c
xem co nen triet ha Microsoft hay khong. Va Bill Gates, ngi giau nhat the gii va la ngi
ng au cong ty ay quyen lc nay, luon biet cach e khien cong ty mnh ngay cang co anh
hng sau rong trong the ky XXI.

BILL GATES A NOI:
ieu tuyet vi mot chiec may tnh xach tay la bat ke ban nhoi nhet cho no nhieu
bao nhieu, no van khong he to ra hay nang hn.
The great thing about a computer notebook is that no matter how much you stuff into it,
it doesnt get bigger or heavier.

50 companies that change the world
2. AT&T
Phep mau cua The ky 19


Tom lc:
Ngi sang lap: Alexander Graham Bell, Gardiner Hubbard va Thomas Sanders.
Logo:
V tr trong nen kinh te My: Hang 27 (Fortune 500 nam 2007)
Net ac trng: Nha tien phong trong cuoc cach mang nganh truyen thong.
San pham chnh: Mng hu tuyn, vo tuyen (wireless), internet, truyen hnh cap.
Doanh thu hang nam: 63 t o-la (2007) - Li nhuan: 7,36 t o-la (2007)
So nhan vien: 309.000 ngi (2007)
oi thu chnh: America Online, MCI WorldCom, Sprint.
Chu tch kiem CEO: Lendall L. Stephenson (2007)
Tru s chnh: San Antonio, Texas, Hoa Ky
Nam thanh lap: 1877
Web site: www.att.com
50 companies that change the world
Neu co phep la nao o giup con ngi co the nghe c tieng noi cua nhau t nhng
khoang cach vai tram met en vai chuc ngan ki-lo-met th o chnh la phep la ma AT&T,
cung vi Graham Bell, ngi khai sinh ra cong ty nay, a mang en cho nhan loai.
AT&T (Cong ty ien thoai va ien tn Hoa Ky - American Telephone & Telegraph
Company) cung cap cac dch vu chuyen nghiep va truyen thong internet, truyen d lieu hnh
anh am thanh en cac doanh nghiep va ngi tieu dung cung nh cac c quan nha nc.
Trong lch s phat trien cua mnh, AT&T a tng la cong ty ien thoai ln nhat the gii, nha
ieu hanh mang truyen hnh cap ln nhat the gii, cung nh tng la mot cong ty oc quyen
c Chnh phu My bao ho.
Nhng ky thuat truyen thong hien ai c hau het moi ngi cong nhan la dau hieu
nhan biet ro rang nhat cua mot xa hoi phat trien. Va, khong co tap oan hay cong ty nao co
the qua mat c AT&T trong lnh vc nay. Cong ty ien thoai va ien tn (American
Telephone & Telegraph) lau i va noi tieng the gii AT&T van luon i tien phong trong
moi bc phat trien cua nganh kinh doanh thiet yeu ngay cang ln manh va phc tap nay
t s ra i cua chiec ien thoai au tien cua Vua sang che Alexander Graham Bell
6
vao
cuoi the ky 19 cho en luc phai xay dng lai t au di ap lc t pha chnh phu vao giai
oan gan cuoi the ky 20. Va cong ty ang tai cau truc mot lan na e chuan b tien e nham
tao them mot dau an mi cho rieng mnh trong the ky 21.
Cong ty ien tn va ien thoai Hoa Ky (AT&T) tng la cong ty me cua mot cong ty
c oc quyen hp phap co ten la Ma Bell, cong ty nay a oc chiem th trng ong thi
cung cap cho Hoa Ky dch vu ien thoai tot nhat the gii. Nhng a v oc ton cua no luon
lam cho nhng quan chc au nganh va cac oi thu canh tranh cam thay kho chu, va ket qua
la no b chia cat bang mot chnh sach chong oc quyen cua chnh phu Hoa Ky. Mac cho
nhng e ngai ve mot hau qua khung khiep co the xay ra cho ca hai: cong ty va c s ha tang
truyen thong ma no a day cong tao dng mot AT&T mi c thanh lap mot lan na va

6
Alexander Graham Bell (1847 - 1922): Nha phat minh, sang che v ai ngi My, ong to cua ien thoai, may
hat da,
50 companies that change the world
tiep tuc dan au nganh cong nghiep nay vi t cach la mot nha cung cap thiet b va dch vu
thong nhat, tap trung vao viec phat trien cac dch vu ien thoai ng dai. Khi th trng
thay oi, no lai tien them mot bc na vao ba hng kinh doanh chnh tap trung vao dch vu
truyen tai giong noi, d lieu va hnh anh.
Vi hn 80 trieu khach hang tai My, AT&T van ng vng ngoi v oc ton trong
lnh vc kinh doanh cua mnh. Khong con nghi ng g na, moi th a thay oi ke t luc Bell
m au cuoc cach mang truyen thong bang cau noi au tien cua loai ngi qua ng day
cap: Ngai Watson, hay en ay, toi can ong!
7
Cong ty ma ong a tao dng nham truyen
phat minh cua mnh i khap ca nc gi ay ang cung cap rat nhieu nhng dch vu truyen
thong noi hat, ng dai va truyen thong khong day, ben canh dch vu truyen hnh cap va
truy cap Internet toc o cao. Ngi sang lap ra no chac han a khong tng tng ra c
nhng bc phat trien vt bac nh the.
Du vay, ngay nay luon co rat nhieu bien ong trong viec kinh doanh va thng
trng, nhng ngi noi nghiep ong lai ang phai tiep tuc vat lon vi nhng oi mi ma ho
hy vong rang chung se giup ho ng au c vi nhng bien oi co the xay ra bat c luc
nao trong ca lnh vc cong nghe lan canh tranh e gianh th trng.
Alexander Graham Bell a co gang phat minh ra mot phien ban hoat ong bang giong
noi cua chiec may ien bao va a thanh cong ngoai mong i. Sau khi co c bang sang
che oi vi thiet b bc ngoat nay nh nhng no lc khong met moi cua mnh, ong va hai
ong s khac thanh lap nen Cong ty ien thoai Bell vao nam 1877. Mot nam sau ho ky ket
hp ong mua ban ien thoai au tien New Haven, Connecticutt. Di s lanh ao cua
Theodore Vail, ngi ban au gi chc vu giam oc ieu hanh toi cao cua Bell t nam 1878
en 1887, cong ty a tien hanh co phan hoa. Ho a chong c nhng thach thc lien tiep
xuat phat t cac oi thu tiem tang bang cach ky ket cac hiep c khong mang tnh canh tranh
cao, hoac n gian la sap nhap vi cac cong ty o.

7
Nam 1875, nh s giup tai chnh cua hai ngi ban, Sanders va Hubbard, Bell a thue Thomas Edison, mot
nha phat minh loi lac khac cua the gii, lam tr ly cho ong e cung thc hien cac th nghiem ve ien tn.
50 companies that change the world

May ien thoai cua Cong ty ien thoai Bell nam 1877

Vao nam 1881, Vail a lap at cac tong ai ien thoai theo giay phep van hanh (ban
quyen) cua AT&T tren hau het cac thanh pho ln nho cua My. Hai nam sau o, ong gianh
c quyen kiem soat Western Electric va bien no thanh mot xng san xuat cua AT&T.
Sau cung ong m them mot bo phan ky thuat c kh, va no a phat trien thanh Trung tam
phat trien san pham Bell huyen thoai. Toan bo hoat ong kinh doanh cua ong bat au c
biet en di ten goi He thong Bell (Bell System) va chang bao lau sau o AT&T tuyen bo
rang ho co 155.000 khach hang co the goi cho nhau qua he thong ien thoai cua ho va at
doanh thu en 10 trieu o-la. Sau khi c tai cau truc vao nam 1885, Vail bat au qua trnh
xay dng mot mang li tren toan quoc e cung cap cho nc My mot dch vu ien thoai
ng dai tot nhat co the.
Vail tr thanh chu tch cua AT&T sau tai cau truc, nhng nhng bat ong vi cac co
van kinh te cua cong ty a khien ong phai t nhiem hai nam sau o. Du vay cong ty tiep tuc
phat trien theo ng loi ma ong a at ra va khong ngng xay dng he thong truyen thong
ng dai co quy mo toan quoc, ma iem bat au cua he thong nay la New York. No vn
en Chicago vao nam 1892, Denver vao nam 1899, va San Francisco vao nam 1915. Trung
tam phat trien san pham Bell lien tuc co nhng cai tien vt bac e nang cao chat lng cac
cuoc goi ng dai va ngay cang co uy tn trong lnh vc phat trien, hoan thien cac san pham
50 companies that change the world
lien quan en truyen thong. Tuy vay rat nhieu oi thu canh tranh van e doa s thong tr cua
tap oan nay.
Vi viec cac bang sang che cua Bell ang dan het han va cac nha doanh nghiep
khap ni ang tan cong vao th trng kinh doanh ien thoai, cac san pham cai tien va dch
vu ng dai la khong u e am bao cho tng lai cua AT&T. Trong giai oan 1894 en
1904, hn 6.000 cong ty ien thoai oc lap a bat au hoat ong lam tang nhanh so lng
ien thoai ang s dung t 300.000 en hn 3 trieu chiec. Nhieu khu vc cua My mi on
nhan s dung dch vu nay lan au tien, nhng mot so khu vc khac lai co hai hay nhieu nha
cung cap dch vu tranh gianh lan nhau cung hoat ong. That khong may, phan ln cac nha
cung cap dch vu nay lai co ha tang ky thuat khong tng thch vi nhau, va thue bao cua
dch vu nay khong the goi cho ngi s dung dch vu cua mot cong ty khac. Cung luc o,
Vail quay lai ve AT&T cng v Chu tch va vi ban nang nhay ben cua mnh, ong a a
cong ty vt len.
Trong suot 20 nam xa AT&T, Vail nghiem ra rang he thong ien thoai cua ca nc se
hoat ong hieu qua nhat neu c chnh phu bao ho oc quyen. Ong a e xuat y tng nay
trong ban thong bao hang nam cua AT&T vao nam 1907 va con kem theo mot chien dch
quang cao ram ro nhan manh rang ay la cach duy nhat ma cong ty co the van chuyen cac
ng day ket noi ien thoai theo nhu cau cua ca chnh phu lan ngi dan. Vi khau hieu
mot he thong, mot chnh sach, dch vu toan cau, ong a truyen at thanh cong thong iep
cua mnh en tng ho gia nh. Cuoi cung chnh phu cung chap nhan e xuat cua ong trong
mot chap thuan vao nam 1913, c biet di ten goi ao luat Kingsbury. Cung mot so ieu
khoan khac, ao luat nay yeu cau AT&T ket noi nhng cong ty ien thoai hoat ong oc lap
khac vao mang li cua no. Trc khi Vail ve hu vao nam 1919, ao luat Kingsbury cuoi
cung a a cong ty cua ong en mot v tr oc ton trong nganh kinh doanh ien thoai cua
My va m ng cho no m rong thanh cong ra th trng quoc te.
AT&T van tiep tuc phat trien manh me sau khi Vail ve hu. Cong ty tham gia vao
nhng lnh vc mi me khac, chang han nh phat song radio, nhng ban lanh ao mi cua
50 companies that change the world
cong ty muon tap trung vao viec cung cap dch vu ien thoai cho moi ngi dan My. Khong
bao lau sau, AT&T a giam bt phan ln tien cua au t vao cac d an ben le nay. e tiep
tuc tien en muc tieu ket noi toan cau cho tat ca khach hang cua mnh, cong ty a m ra vai
dch vu mi, v du nh ng day xuyen ai Tay Dng en London. Mac cho cai gia 75 o-
la cho nam phut goi khi dch vu mi c bat au vao nam 1927, dch vu nay pho bien en
mc khong lau sau o nhieu thanh pho khac chau Au cung c ket noi vi Hoa Ky.
Nhng bc cai tien nh vay, cung vi ac quyen bao ho cua chnh phu, a nhanh chong
giup AT&T tr thanh tap oan au tien tren the gii co doanh thu hang nam at en con so 1
t o-la.
en The chien II, Bell a san xuat ra 90% tong so thiet b ien thoai tren toan nc
My va nam gi 98% th phan dch vu ien thoai ng dai. So ngi My s dung ien thoai
cung tang len nh AT&T a ha hen, at 50% vao nam 1945, 70% vao nam 1955 va 90%
vao nam 1969. Nhng ngay ca viec trang b cho moi ho gia nh My mot chiec ien thoai
cung khong the khien chnh quyen ieu hanh lien bang thoi ray rt ve ao luat qua co li
cho AT&T nhieu thap nien ve trc. Cuoi cung, ho a ra tay vao nam 1949, vi Bo luat
chong oc quyen Sherman. ieu nay a dan en mot sac lenh nam 1956 buoc AT&T phai
gii han nhng hoat ong cua mnh oi vi cac hoat ong cua chnh phu va he thong ien
thoai quoc gia.

50 companies that change the world
Cac tong ai vien cua Bell Systems nam 1952

Vu dan xep tren c thc hien cho en nhng nam 1960, khi vai cong ty mi noi
c phep kinh doanh mot dch vu ien thoai khong day mi va m ra nhng dch vu ng
dai da tren song sieu am. AT&T sau o a tr thanh cong ty ln nhat tren the gii vi so
nhan vien len en gan 1 trieu ngi va thu li nhuan con nhieu hn ca tap oan General
Motors, Exxon va Mobil cong lai. Cac nha chc trach lien bang bat au cam thay ngay cang
kho chu vi viec cong ty nam gi 80% th phan cua th trng truyen thong My. Va the la
vao nam 1974, Bo T phap My a a ra mot bo luat at dau cham het cho Ma Bell.
Trong khi cac tranh tung phap ly van tiep dien, AT&T nhan thc rang ho chac chan
se b buoc t bo 22 cong ty con ma qua cac cong ty nay ho cung cap dch vu ien thoai quoc
noi cua mnh. Vi viec cong bo tam nhn tng lai vao nganh kinh doanh x ly thong tin,
ho chuan b nhng bc i mi cho ngay ma cong ty khong con s bao ho cua chnh phu. Va
ung nh AT&T d oan, nam 1982, ho b buoc phai t bo s oc quyen cua mnh oi vi
cac tong ai ien thoai trong nc, nhng van c phep duy tr cac bo phan dch vu ng
dai, san xuat va nghien cu cung nh phat trien cong nghe. Sau o Bo T phap My ong y
d bo ieu luat 1956 va vao ngay 01 thang 01 nam 1984, mot cong ty AT&T mi c ra i
mot lan na cung vi no la bay cong ty con Baby Bell hoat ong oc lap.
ay la s chia cat ln nhat cua mot cong ty ke t sau vu Standard Oil nam 1911 va no
a nhan c s phan oi d doi t nhieu pha. Co ngi cho rang dch vu ien thoai se b
cham dt vnh vien; nhng ngi khac lai noi ieu nay se khien lng ngi tieu dung va
cac ch so gia tang b giam sut nghiem trong. Luc bay gi mot ngay co en 800 trieu cu ien
thoai c thc hien tren toan nc My, va nguy c a hien hien trc mat. Nhng roi cac
moi lo cung qua i mot cach em tham, tng t nh tham hoa may tnh Y2K vay. AT&T van
ln gap oi so vi oi thu nguy hiem nhat cua no trong cung lnh vc kinh doanh ve ca von
lieng, ky thuat, lan nhan lc. Trong thap ky ke tiep, ho a tan dung nguon lc doi dao cua
50 companies that change the world
mnh e tr thanh nha cung cap chnh cho cac dch vu truyen thong, mang li thiet b va
may tnh. e ay manh cho muc tieu nay, Nam 1995 cong ty thong bao se tach ra mot lan
na, lan nay la thanh 3 cong ty con: AT&T, chuyen cung cap dch vu ien thoai ng dai va
cac dch vu truyen thong khac; Vien nghien cu Lucent, che tao va kinh doanh ien thoai,
cac thiet b chuyen oi mang li, vi mach may tnh va cac phan cng khac; va tap oan
NCR, mot cong ty may tnh ma ho a mua bon nam trc o.
C. Michael Amstrong am nhan cng v Chu tch kiem CEO vao nam 1997, va ch
trong vong mot nam ong a a cong ty theo mot hng i khac bang cach mua lai TCI, nha
cung cap truyen hnh cap ln nhat nc My. Sau o ong ta a a ra nhng ke hoach nham
ket hp cac tien ch truyen thong a dang cua AT&T vi ng truyen hnh cap, dch vu ien
thoai trong nc va ng dai, cung vi ng truyen Internet toc o cao. Nam tiep theo ong
lai m rong hoat ong kinh doanh bang cach hnh thanh mot lien minh vi tap oan British
Telecom e cung cap dch vu ien thoai khong day tren toan the gii.

Mot buong ien thoai t ong s dung tien xu cua AT&T ngay nay

Tuy at c mot so thanh tu kha quan di thi Amstrong, nhng khi bc sang the
ky mi, AT&T phat trien mot cach kha tr tre. Ngi ng au trc o cua TCI a co y
50 companies that change the world
muon mua lai cong ty a tng thon tnh cong ty cu ong ta, va a co nhng suy oan rang
Amstrong se buoc phai phan chia cong ty cua mnh mot lan na.
Ngay 31/01/2005, SBC (Southwestern Bell Corporation) tuyen bo mua lai AT&T
Corp. Ngay 30/06/2005, cac ai co ong cua AT&T a hop tai Denver va ong y ban cong
ty. Bo T Phap My a lam ro ho s va Uy ban Truyen thong Quoc hoi My a chuan thuan e
ngh cua SBC va AT&T vao ngay 31/10/2005. Cuoc sap nhap chnh thc bat au ke t ngay
18/11/2005.
Ngay 29/12/2006, Uy ban Truyen thong Quoc hoi My chap thuan cuoc sang nhng
BellSouth vi gia 86 t o la va lien doanh mi van gi lai ten goi AT&T. Cuoc hp nhat nay
gop phan cung co quyen s hu ca hai bo phan Cingular Wireless va Yellowpages.com, mot
thi la mot lien doanh gia BellSouth va AT&T.
Gia nam 2007, Chu tch kiem CEO mi cua AT&T Randall Stephenson bat au thao
luan ve trong tam lay cong nghe va dch vu khong day (wireless) lam nen tang mi cho s
phat trien cua mot AT&T mi, bao gom cac loai hnh a phng tien mi nh VideoShare,
U-verse va a Internet toc o cao en cac vung nong thon xa xoi heo lanh cua My. ong
thi Stephenson tiep tuc mua them mot so cong ty khac nh Dobson Communications vao
ngay 29/06/2007, Interwise vao ngay 02/11/2007 vi gia 121 trieu o la, va mua lai lan song
700MHz t Aloha Partners vao ngay 09/10/2007 vi gia 2,5 t o la.
Trong cuoc chi toan cau ngay nay, du ket qua cuoi cung co nh the nao vi AT&T
th vai tro va s mang lch s cua cong ty nay trong s phat trien mot the gii hien ai cua
chung ta la mot ieu khong the choi cai.

50 companies that change the world

S o qua trnh thay oi logo va cac cuoc thon tnh cua AT&T

Graham Bell a noi:
Khi mot canh ca ong lai, mot canh ca khac se m ra; chung ta thng tm
kiem qua lau va tiec nuoi hoai canh ca a ong en noi khong nhn thay nhng canh
ca khac ang m ra.
When one door closes another door opens; but we often look so long and so regretfully
upon the closed door, that we do not see the ones which open for us.

50 companies that change the world
3. HANG OTO FORD
Nhan loai i nhanh hn va xa hn nh nhng chic xe mang nhan
hieu Ford.



Tom lc:
Ngi sang lap: Henry Ford
Logo:
V tr trong nen kinh te My: Hang 07 (Fortune 500 nam 2007)
Net ac trng: Nha cach mang trong hoat ong san xuat hang loat
San pham chnh: Xe hi, xe tai, thiet b van tai v.v
Doanh thu hang nam: 160 t o-la (2007) Li nhuan: Lo 12,61 t o-la (2007)
So nhan vien: 245.000 ngi (2007)
oi thu chnh: Toyota, DaimlerChrysler, General Motors.
Chu tch tap oan: William Clay Ford, Jr
Chu tch kiem CEO: Alan Mulally
50 companies that change the world
Tru s chnh: Dearborn, Michigan, Hoa Ky
Nam thanh lap: 1903
Web site: www.ford.com
Neu AT&T tng tao ra phep mau giup oi tai nhan loai tr nen thnh hn trc
nhng khoang cach tng nh vo tan th Ford Motors a bien c m cua con ngi ve oi
hia van damtr thanh s that. Moi khoang cach ve a ly va thi gian eu b rut ngan bi
nhng y tng thay oi ca the gii cua Ford.
Dau an ro net nhat cua Tap oan O to Ford la viec Henry Ford a ap dung phng
phap day chuyen san xuat hang loat. Bc cai tien tuy n gian nhng cc ky hieu qua
nay a thay oi hoan toan khai niem san xuat va lap rap. Sau khi ra i, Ford Corp. a
nhanh chong tr thanh mot ngi khong lo tren the gii, mot co may tong hp vi cac qui
trnh khep kn cua mot trong nhng nhan hieu o-to noi tieng nhat hanh tinh. Ngay nay cong
ty ang tao dng mot hnh anh mi me va co phan ang ngac nhien vi phng cham bao ve
moi trng.


Henry Ford (1863 1947)

Trong mot nganh cong nghiep tng nh khong bao gi co the i cung hng vi chu
ngha bao ve moi trng, nhieu ngi xem bc i nay cua Ford la vo cung ky la. Bc
50 companies that change the world
chuyen bien mi nay c bat au vao thang thang 5 nam 2000, khi v chu tch tap oan mi
c bo nhiem William Clay Ford, Jr. chau co cua nha sang lap Henry Ford lan au tien
tha nhan rang cac loai xe dang the thao gay o nhiem nhieu hn xe bnh thng va co the
gay tac hai lau dai cho nhng ngi lu thong tren ng pho. Ong trnh trong tuyen bo rang
Hang Ford se san xuat ra nhng chiec xe kieu mi sach hn va than thien vi moi trng
hn. Them na, ong con cam ket giam thieu o tieu hao nhien lieu cua san pham Ford xuong
25% trong vong nam nam ke tiep va thach thc cac oi thu canh tranh khac neu lam c
nh vay.
Nhng sang kien nay a vap phai nhieu s nghi ng ve tnh kha thi, nhng Ford rat
gioi trong viec nam bat tam ly khach hang va thay oi san lng mot cach hp ly. Dong xe
model T, tieng vang au tien cua cong ty, a thong tr th trng oto thi ky au bang viec
cung cap mot phng tien i lai tiet kiem va ang tin cay cho gii trung va thng lu. Khi
san lng ban ra bat au cham lai, cong ty chuyen sang san xuat nhng dong san pham co be
ngoai bat mat va nhieu tien nghi hn. Ho gii thieu cac dong san pham mi, tr thanh mot
trong nhng nha san xuat oto au tien phat trien rong rai en cac chau luc khac, hien ai hoa
thiet b san xuat, m ra mot cong ty con chuyen am trach cac hoat ong tai chnh, tham ch
Ford con mua lai nhng cong ty o to nho khac nham m rong th phan cua mnh.

Ford Model-T, 1925

50 companies that change the world
Ngay nay, ben canh cac nhan hieu xe hi noi tieng khac nh Aston Martin, Jaguar,
Lincoln, Mercury, Land Rover Ford con la nha san xuat xe tai hang au the gii, va ng
th hai ve san xuat xe hi noi chung. Bo phan tn dung cua Ford la cong ty tai chnh oto hang
au cua My. Va, theo yeu cau cua ngi tieu dung, cong ty ang dan au nganh cong nghiep
trong viec hng en san xuat cac san pham khong gay o nhiem moi trng.

Ford GT90 - 2007 Ford Taurus-2008

Hang O to Ford chnh thc hoat ong vao nam 1903, khi Henry Ford va 11 cong s
gop von 28.000 o-la e m mot xng san xuat rat khiem ton trong mot nha may lap rap
may bay cu ky Detroit. Vi cng v la giam oc kiem ky s trng, Ford a trong i ieu
nay gan nh suot cuoc i mnh. Vai tuan sau, ong ban chiec Ford model A hai xilanh cho
mot nha s Chicago va trong vong 14 thang tiep theo, ong a ban ra 1.700 chiec khac.
Sinh nam 1863 Greenfield Township, Michigan, thi nien thieu Henry Ford la mot
cau be thch theo uoi lnh vc c kh hn la viec nong trang, cong viec ma ong c mong
i la se cung lam vi nam ngi em cua mnh. So phan cua ong c nh oat nam ong 13
tuoi khi ong thay mot co may hi nc t van hanh. Ford a ra nhay khoi chiec xe nga ma
ong ang i vi cha mnh e ngam nga no va ngay lap tc quyet nh rang mnh se tr thanh
mot ky s c kh. Ba nam sau ong en Detroit va lam th may tap s cho Hang O to
Michigan. Sau hai nam, ong nhan mot v tr tot hn: ky s cho Cong ty Edison Illuminating.
50 companies that change the world
Trong khi lam viec Edison, Ford bat au nghien cu che tao mot chiec xe chay
bang ong c xang. Vao nam 1896 ong san xuat ra chiec xe au tien cua mnh: chiec
Quadricycle, co bon banh nh banh xe ap, mot vo-lang e lai, hai banh truyen ong nam
pha trc. Nham tap trung hoan toan vao viec cai tien nhng y tng cua mnh, ong ri khoi
Edison vao nam 1899 e m cong ty Detroit Automobile. Cong ty nay hoat ong khong thanh
cong va mot cong ty th hai c thanh lap hai nam sau o cung co ket cuc tng t. Nhng
lan th ba, vi mot cong ty mang chnh ten ong va co u so von e giai quyet nhng kho
khan tai chnh ban au, ong a gat hai c nhng thanh cong vang doi.


Ford Quadricycle 1896 - Mot trong nhng chiec xe hi au tien cua nhan loai.

Nhng nam au tien trong lch s Hang Ford that s la quang thi gian phat trien vo
cung manh me. Ho m Chi nhanh Ford - Canada ch mot nam sau ngay thanh lap. Vao nam
1907, cong ty a xuat khau xe hi sang chau Au. Trong vong mi nam sau o, ho a co
trong tay nhng nha may san xuat Uc, Nam Phi va Nhat Ban. Trong khi o, Ford van
khong ngng a ra nhng thiet ke mi. Ong dung nhng ky t noi tiep nhau trong bang ch
cai e at ten cho cac mau thiet ke nay, du nhieu ban thiet ke khong bao gi c a vao
san xuat. Mot trong nhng mau thiet ke c san xuat la dong xe Model N, mot chiec xe
manh me vi bon xylanh va co gia ban 500 o-la. V ong phai chu trach nhiem gan nh
50 companies that change the world
hoan toan cho nhng san pham au tien nay nen khong co g ngac nhien la Ford nhanh
chong tr thanh Chu tch cong ty va la chu s hu chnh cua hang.
Bc ngoat ln cua ong en vao nam 1909 khi ong cong bo dong xe Model T. Con
c biet en di ten goi Tin Lizzie, no a that s gay c chu y cua cong chung va Ford
nhanh chong nhan c 10.000 n at hang cho san pham nay. Nhu cau th trng buoc ong
phai m mot xng san xuat ln hn gan khu vc Highland Park, nhng ngay hng giai
quyet nay cung khong kp tien o v qua trnh san xuat cua cong ty oi hoi tng cong nhan
rieng le phai lap rap toan bo mot chiec xe trc khi chuyen sang lap rap chiec khac. Ford a
dung ky nang c kh cua mnh e giai quyet van e, va vao nam 1913, ong tm ra mot cach
e tang toc o san xuat bang cach s dung va phat trien mot bc cai tien mi trong san xuat
co ten goi la day chuyen lap rap. Ban au, cac cong nhan i t mot chiec xe a hoan thanh
mot phan en mot chiec khac ch e gan mot bo phan giong nhau va c nh the; sau cung,
Ford a cai tien ky thuat nay bang cach at moi th vao bang chuyen e cac phan cua chiec
xe va ban than chiec xe c chuyen thang en tng cong nhan. He thong nay lam viec hieu
qua en mc ch trong mot nam Ford a co the san xuat c 168.000 chiec xe hi giup
dong xe Model T chiem lnh mot phan ba th trng oto tren toan nc My.
Du vay, Ford van khong dng bc. Ong mua lai co phan cua cac oi tac trong cung
cong ty va xay dng khu phc hp cong nghiep ln nhat the gii. Ong mua lai cong ty oto
Lincoln va bat au san xuat xe tai, xe keo, va ca may bay. Tham ch ong con ra tranh c
chc ngh s, nhng khong thanh cong. Va khi lng xe Model T ban ra sut giam v canh
tranh quyet liet sau khi chiec xe th mot trieu c san xuat, Ford a phat trien mot phien
ban nhanh hn va nhieu tien nghi hn, vi ten goi giong san pham au tien cua Ford. Dong
xe Model A mi nay c ra mat vao nam 1927, va 400.000 n at hang a c thc hien
tham ch trc khi qui trnh ky thuat san xuat dong xe nay c bat au. Gan 2 trieu chiec xe
a c ban het cho en khi th trng chng khoan sup o 2 nam sau o.
50 companies that change the world
Nhng ngay ca Cuoc ai Khung hoang kinh te the gii
8
cung khong the can noi bc
tien cua Henry Ford. Ong a gii thieu ong c V-8 ay sc manh va dong xe trung cap
Mercury co lng san pham ban ra lien tuc cho en khi The chien II khien viec san xuat cac
dong xe dan dung b nh tre. Trong chien tranh, cac xng san xuat cua ong a cho ra i
may bay nem bom B-24, xe jeep, xe tang va cac may moc quan dung khac. Va vao nam
1945, xe ch khach xuat hien tr lai tren day chuyen san xuat cua ong. Henry Ford qua i
hai nam sau o tuoi 83 va khong co nhieu thi gian e tan hng het s hoi sinh nay.
Tuy nhien, day chuyen san xuat ma ong a phat trien tiep tuc van hanh mot cach trn
tru. Nhng thiet ke cai tien nh dong xe the thao Thunderbird c ra mat thng xuyen, va
khong lau sau, cong ty co phan hoa vao nam 1956 bang cuoc phat hanh co phieu ram ro nhat
e ky niem chiec xe th 50 trieu c san xuat. Ngi chau Henry Ford II a len thay v tr
cua ong, vi trach nhiem kinh doanh hang ngay dan dan c chuyen sang nhng ngi co
t tng oi nghch, nh Robert McNamara (ngi t chc vao nam 1961 e tr thanh Bo
trng Bo Quoc phong My) va Lee Iacocca (ra i vao nam 1978 e nam gi chc Chu tch
Hang Chrysler). Mot chuoi nhng nam thang khong thanh cong noi tiep sau o nh ieu a
xay ra vi tat ca cac cong ty san xuat oto khac cua My v co s xuat hien cua cac oi thu
canh tranh ngay cang nhieu va manh me en t Nhat Ban. Nhng nhng mau xe cai tien,
nh Taurus hay Escort, cung vi dong xe tai nho F a giup Ford tr lai vi cuoc ua. Vao
nam 1986, doanh thu cua cong ty a qua mat General Motors - lan au tien trong sau thap
ky, va ho a mua lai Aston Martin, Jaguar va mot so cong ty khac. Tuy nhien, ch nam nam
sau, mot giai oan bat on va tr tre a khien Ford phai on nhan nam kinh doanh thua lo ln
nhat trong lch s hoat ong cua mnh.

8
Great Depression 1929 1933: Cuoc ai Khung hoang Kinh te the gii, bat au t s sup o cua th trng
chng khoan vao cac ngay 28 va 29 thang 10 nam 1929.
50 companies that change the world

Dong xe Thunderbird cua Ford

T gia thap nien 90 cua the ky trc, khi Ford san xuat chiec xe th 250 trieu, cong
ty a thc hien hang loat thay oi triet e nhat ke t khi Henry ap dung day chuyen lap rap
cua mnh vao san xuat. Mot trong nhng thay oi ln nhat la Ford 2000, mot ke hoach ay
tham vong nham loai bo s nhan oi sc manh trong cac tap oan tren toan the gii, bao
gom s phat trien cua cac thiet ke mi, mot ban thoa thuan vi Nissan e ban xe Ford Nhat
Ban, va ky hp ong vi Hertz, cong ty cho thue xe ln nhat the gii. Nhng bc i nay
nhanh chong c tiep noi vi viec mua lai day chuyen bao dng xe oto ln nhat chau Au,
va nhng ke hoach cho mot no lc tng t My. Viec mua lai Hang xe Volvo cua Thuy
ien a bo sung cho Ford mot dong xe cao cap cung vi s co mat ngay cang nhieu chau
Au. Nhng bc i manh me vao cac th trng tiem nang va cha c e y nhieu nh
Trung Quoc, An o va Viet Nam c gap rut tien hanh. Viec gia nhap cac d an kinh
doanh vi Microsoft va Priceline.com e ban xe hi tren mang Internet cung c thc hien.
Ngoai ra Ford con bat au s dung may tnh e giam chi ph va thi gian phat trien
cho tat ca moi th t viec gia lap cac vu ung xe en thiet ke ban au cua xe. Can noi them
rang, e th nghiem mot vu ung xe, Ford phai bo ra 60.000 o-la cho mot lan th vao nam
1985, nhng hien nay vi phan mem gia lap tren may tnh, ho ch ton 10 o-la cho mot lan
50 companies that change the world
th. Ve thiet ke, mot cong viec tng ton 12 ngi trong vong 12 tuan e hoan tat, gi ay co
the c hoan tat ch trong vong ba tuan vi mot ngi duy nhat.
e ay manh s hieu biet ve may tnh trong oi ngu nhan vien cua mnh, Ford cung
a thong bao mot chng trnh ho tr tai chnh cho phep tat ca cac nhan vien cua ho co the
mua mot chiec may tnh gia nh, cung vi may in mau va ng truyen Internet va ch phai
tra gop 5 o-la mot thang.
Chng trnh gay chan ong nhat trong so nay la no lc mi c bay to cua Ford e
ket hp cong nghiep hoa vi chu ngha bao ve moi trng, nh v chu tch nay va gia nh
tha ke a noi tren t Newsweek vao mua xuan nam 2000 nhng o kho co the la iem
ket thuc cua qua trnh chuyen bien ang dien ra cua Ford. Ch trong vong mot thang sau
thong bao nay, cong ty a tr thanh mot trong nhng nha san xuat ln cua the gii cung cap
mot che o phuc li y te tron goi cho ngi oi ngau (v hoac chong) cua cac nhan vien cua
mnh. Mot thang sau o, cong ty tuyen bo rang ho bat au che tao xe hi trong cac xng san
xuat Nhat Ban, c ieu hanh bi oi tac la Hang Mazda.
Trc , vo thng 09/1995, Tp on Ford Motor v Vit Nam v khai trng nh my
lp rp ti tnh Hi Dng, vi tng din tch 17.400 m
2
v cng sut 14.000 xe mt nm. Tng
vn u t ca Ford Vit Nam l 102 triu USD, trong Ford Motor gp 75% s vn v Cng
ty Diesel Sng Cng Vit Nam c 25% vn gp. y l lin doanh t c vn u t ln nht
v cng l mt trong nhng d n u t ln nht ca M ti Vit Nam. Tng s nhn vin ti
Ford Vit Nam l hn 580 nhn vin.


50 companies that change the world
Nha may Ford ti Hi Dng Vit Nam

Nh my Ford ti Hi Dng l nh my t u tin v duy nht ti Vit Nam c cp
c ba chng ch cht lng ISO 9001; ISO 14001 v QS 9000. Thng 6/2005, Ford Vit Nam
cng vt qua cc kim nh cn thit v t tiu chun nhn chng ch cht lng ISO:TS
16949 chuyn ngnh cng nghip t. C th ni, Ford Vit Nam v ang dn u trong hot
ng nng cao cht lng v tho mn khch hng.
Nht qun vi tn ch hng v cng ng ca Tp on Ford, Ford Vit Nam lun xem
nhng hot ng ng gp x hi l mt phn trch nhim ca cng ty i vi cng ng bng
vic tham gia nhiu chng trnh trong cc lnh vc an ton giao thng; bo v mi trng v
gn gi di sn vn ho Vit Nam v nhiu chng trnh t thin khc. V Cc hot ng v mi
trng v bo tn vn ho, Chng trnh Bo v mi trng v gi gn di sn vn ho do qu
Ford ti tr c bt u t 2000 ng gp tng cng 240.000 la cho trn 60 d n, t bo
v ra bin, dng nng lng biogas v bo v cc iu ma v vn hc truyn thng ca Vit
nam.
Nam 2005, cac cong ty chng khoan a ong loat nh gia giam trai phieu cua ca
Ford lan General Motors. Ho ch ra rang chi ph phuc li cho lc lng lao ong co tuoi, xang
dau tang gia, th phan tan ra, doanh thu le thuoc qua nhieu vao san lng xe the thao ban ra,
li nhuan cua cac dong xe hang nang giam manh do chi ph ngoai le tang cao trong no lc
vc day doanh so la mot ganh nang cho hai cong ty nay.
Thang 12/ 2006, Ford tang cac khoan vay len en 25 t o la va at phan ln tai san
cua mnh vao cac cam ket tn dung hai chieu. Chu tch Bill Ford tuyen bo: Pha san khong
phai la la chon cua Ford!, nhng cac nha kinh te cho rang viec thng lng hp ong lao
ong vi Nghiep oan Cong nhan O to vao mua he 2007 se a Ford vao tnh the kho khan
v Nghiep oan nay a ging khau hieu bao ve viec lam du lng thap va chong sa thai
nhan cong.
Cung luc, cac nha san xuat xe hi Hoa Ky a ra bao cao thng nien vi khoan lo
nam 2006 la 12,7 t o la va c tnh se co li nhuan tr lai ke t tai khoa 2009.
50 companies that change the world
Tuy nhien, Ford a lam Wall Street ngac nhien khi tuyen bo lai 750 trieu o la vao
quy II nam 2007 nhng ca nam 2007, ho li lo tong cong 2,7 t o la, chu yeu la do cac hoat
ong tai tr e tai cau truc Volvo, hang xe ma ho va mua c t tay ngi Thuy ien.
50 companies that change the world

CEO Mulally (th hai t trai sang) va Tong thong George Bush
tai Nha may Ford Kansas City, Missouri ngay 20/03/2007

Ford cung tuyen bo ke hoach ban cac nhan hieu Land Rover va Jaguar, va Tata
Motors, mot tap oan a nganh cua An o ang la khach hang tiem nang nhat cua thng vu
tng lai nay.
Thang 01/2008 va qua, Ford khai trng website mot trang web liet ke 10 Qui tac
Khong the anh bai cua Ford (10 Ford Tough Rules) va mot chuoi cac trang web lien ket vi
chng trnh truyen hnh tng tac COPS Show TV
9
e quang ba sau rong hn na hnh anh
cua ho.
Neu con song, co le Henry Ford khong ong y vi tat ca nhng bc i lien ket nay,
nhng ong se hai long v nh o, Ford Motors van duy tr v tr hang au mot cach vng chac
trong nen cong nghiep ma ong a don het tam huyet e xay dng t au the ky trc.
Henry Ford a noi:
Khong co viec g la qua kho neu ban biet chia nho no ra.
Nothing is particularly hard if you divide it into small jobs.

9
COPS Show TV (C.O.P.S - Civilian Operated Police Services) Chng trnh TV ra i nam 1989 chuyen ve
nhng cau chuyen va cong viec hang ngay cua Canh sat My tai van phong hay tren ng tuan tra cua ho.
50 companies that change the world
4. HANG MAY TNH APPLE
Qua tao khuyet luon c ca hai na the gii them muon!



Tom lc
Ngi sang lap: Steve Jobs, Steve Wozniak
Logo:
V tr trong nen kinh te My: Hang 121 (Fortune 500 nam 2007)
Net ac trng: May tnh cho moi ngi
San pham chnh: May tnh ca nhan, thiet b ngoai vi va cac thiet b truyen
thong a phng tien
Doanh thu hang nam: 19,32 t o-la (2007) Li nhuan: 1,99 t o-la (2007)
So nhan vien: 20.000 ngi (09/2006)
oi thu canh tranh chnh: Microsoft, Compaq, Sun Microsystems
Chu tch kiem CEO: Steve Jobs
50 companies that change the world
Tru s chnh: No. 01, Infinite Loop, Cupertino, California
Nam thanh lap: 1976
Web site: www.apple.com

Bien cai phc tap thanh n gian, nang cai tam thng len nh cao nghe thuat, ban
thiet b ky thuat cao vi gia thap, lam ca the gii mat an mat ngu v ch i, thoi thuc nhan
vien tron viec e xep hang gianh giat quyen s hu mot san pham nam gon trong long ban
tay mi ra lo, va con nhieu hn the na... co le la tai nang thien phu cua ngi an ong ten co
cai ten bnh d Steve Jobs va tinh than sang tao khong ngng cua mot tap oan co logo hnh
qua tao khuyet.
Ngay xa ngay xa, vao khoang gan cuoi hai ngan nam ve trc, co hai chang trai tre
ten Steve cung nghien cu ve thuat gia kim cua the ky trong mot ga-ra nho bo hoang
mien bac California. Trong luc oi ban ang cung xoan day ien va mieng niem than chu
bang mot th ngon ng phc tap goi la Lap trnh th mot tia set thnh lnh giang xuong va
the la mot thiet b co the thay oi ca the gii ra i. Vao ngay Ca thang T nam 1976, ho
trnh bay san pham cua mnh - chiec may tnh Apple au tien tren the gii - ra trc cong
chung.
Tren ca nc My, nhng ngi ang ch on mot dau hieu ngay lap tc nhan ra rang
thiet b nay se that s lam thay oi cuoc song cua ho. No mang mot sc manh vo song - ma
trc ay ch vai ngi co quyen la chon en tng au ngon tay cua moi ngi. No cung
co vai gii han nhat nh, va co gia thanh bang mot so vang tng ng vi trong lng cua
no, nhng thiet b nay a m au cho mot cuoc cach mang ma trong o hai chang trai ten
Steve noi tren c ton vinh nh nhng v thanh.
T nhng ngay au mi thanh lap cong ty, rat nhieu ngi san sang giup ho ve
mat tai chnh va ca y tng sang tao va the la Apple bat au phat trien manh me. Nhieu
ngi lam viec cho Apple nhan thay rang cong ty nay roi se giau manh hn ca nhng g co
50 companies that change the world
the co trong nhng giac m hoang ng nhat cua ho. Nhieu ngi khac hng ng nhiet liet
cuoc thap t chinh nay va Apple ngay cang tao ra nhng thiet b mi lam say am va thu
hut them vo so tn o. Hai chang trai tre ten Steve luc nay ang ng tren nh cua the gii.
Sau o, moi th ot nhien sup o. Mot ang cu the khac a mang en cho cong
chung mot la chon hap dan hn. Nhng ngi ung ho chia thanh cac phe phai oi nghch
nhau. Kha nang dan dat cong ty vi tam nhn xa cua bo phan lanh ao a khong con na. Hai
ngi an ong ten Steve a phai ri bo v tr ay anh hng cua mnh va c thay the bi
mot loat nhng ngi hay yeu sach e roi ho co gang mot cach vo vong nham lay lai anh
hao quang a mat. Khong con cach nao khac, nhng khach hang trc o ung ho Apple
anh quay lng mot cach mien cng vi thiet b mang nhan hieu trai tao khuyet ma ho a
tng ton th.
Nhng khi tat ca dng nh a vo phng cu van, nhng ngi ang phai chong choi
vat va hong gay dng lai e che xa a kp thc tnh va tm en mot trong hai ngi ten
Steve, luc nay a vao tuoi trung nien, va nai n ong quay ve vi Apple. Mac cho s ngac
nhien cua nhieu ngi, ong a quay ve du luc au co phan can trong. Va, khong e cham
tre them mot phut giay nao na, ong a chng to rang mnh van con nguyen sc manh va s
tinh nhay ngay nao.
Nam 1975, Steve Jobs, chang sinh vien 20 tuoi a bo hoc quay ve que nha Bac
California nham tm kiem mot cong viec thu v hn. Vi v tr la mot nhan vien lap trnh
game cho hang Atari, anh tu tap giai tr vi mot nhom ngi cung s thch Menlo Park c
goi la Cau lac bo may tnh Homebrew. Anh tham gia vao cac buoi hop mat buoi toi, va a co
dp thay mot thanh vien khoe chiec may tnh ca nhan manh me hieu Altair cua mnh. Chiec
may i au nay c lap rap t mot bo gom nhieu san pham c at mua qua mot cong ty
at hang th tn Albuquerque, va oi vi nhng thanh vien cua cau lac bo Homebrew th
thiet b nay that thi thng. Hau het nhng ngi co mat o eu thay c tiem nang cua
chiec may. Con Jobs th ngh en mot ke hoach kinh doanh ay tao bao va hap dan.
50 companies that change the world
Thieu ky nang c kh, may moc can thiet e bien y tng thanh hien thc, Jobs ru
mot thanh vien toc dai khac cua Homebrew ten la Steve Wozniak cung tham gia vi mnh.
Chang trai 25 tuoi nay von la con mot ky s ten la cua Hang Lockheed co ten goi than
mat la Woz, a viet c ngon ng lap trnh va thiet ke thanh cong mot bo mach. Anh
cung theo uoi niem am me ien t cua mnh vi cong viec tai mot cong ty tien phong
thung lung Silicon co ten la Hewlett-Packard, nhng anh nhan thay tiem nang rat ln trong
nhng g ma Jobs a mng tng ra. e thu gom u so tien can thiet e bat tay vao cong
viec, anh a ban chiec may tnh co chc nang lap trnh cua mnh, trong khi Jobs noi li tam
biet vi chiec xe tai nho hieu Volkswagen cua anh ta. Hai ngi nay lap tc bat tay vao gay
dng s nghiep kinh doanh trong ga-ra cua cha me Jobs tai Los Altos.
San pham au tien ra i vi s hp tac cua ho la chiec may tnh Apple I, mot thiet b
co nen tang la bang mach ien t ma ho a ban c thong qua mot nha ban le a phng
vi gia 500 o-la. Tuy a san sang chuyen sang bc tiep theo trong cong viec kinh doanh
nhng lai nhan thay c gii han cua mnh, ho a thuyet phuc mot ngi an ong 34 tuoi
ten la Mike Markkula tham gia cung ho. Markkula va cham dt lam ky s ien t cho Intel,
mot cong ty co gia tr nhieu trieu o-la. Wozniak tap trung x ly nhng van e ve ky thuat,
Jobs va Markkula thu thap tien mat va vay von, ho m mot van phong Cupertino, va chnh
thc hp tac vi nhau vao ngay 03/01/1977.


Apple I, san pham au tien cua Hang Apple, khong co man hnh va hop CPU
50 companies that change the world

Chiec may tnh that s au tien cua ho, chiec Apple II, c ra mat khoang 15 thang
sau o. Hau nh ch co Woz am ng trong trach phat trien chiec may nay. No ra mat lan
au tien vao nam 1978 tai le khai mac hoi ch may tnh West Coast. Cac nha quan sat ngay
lap tc b me hoac bi co may tch hp man hnh, ban phm, nguon ien va kha nang o hoa
manh me nay. Doanh thu hang nam cua cong ty sau o at en con so 300 trieu o-la, giup
Apple lot vao danh sach Fortune 500 va thu hut s chu y cua gii truyen thong (cung nh
nhng oi thu canh tranh tng lai nh Tandy va Commodore). Rat nhieu ngi nhan tai tr
cho cong ty a giup Apple tap trung phat trien khong ngng ve mat cong nghe. Vao nam
1980, doanh thu ch rieng oi vi cac san pham may tnh ca nhan a at en con so 1 t o-la.


Chiec may Macintosh 128K au tien cua Apple

Khi Apple a nam gi hn 15% th trng kinh doanh may tnh va ngay cang ln
manh th IBM mi muon mang nhan ra rang ho khong the pht l ngoi sao ang len nay.
Khi ong trum cua nhng may tnh khong lo (mainframes) nhay vao th trng may tnh e
ban, hnh anh chuyen nghiep (suit-and-tie)
10
cua ho (cha noi en tieng tam lau i ve may
moc ien t) th nganh kinh doanh nay tr nen nong bong. S hap dan mot thi cua Apple va

10
Suit-and-tie: IBM la cong ty tien phong trong viec trang b cho nhan vien kinh doanh cua mnh ong phuc va
cra-vat.
50 companies that change the world
a phat trien cua ho ot nhien b chng lai. S that la, th trng kinh doanh may tnh a tr
thanh mot vach a dng ng rat kho chinh phuc.
Nhng Jobs va ca Apple van tin rang ho se chien thang. Ho duy tr mot cach bng
bnh hnh anh mot cong ty khong co phan hoa va ieu nay lam cho s khac biet gia ho vi
nhng cong ty co lng san pham ban ra nhieu nhat ngay cang ro ret va ho anh mat dan th
phan. Trong hoan canh o, ho van co duy tr v tr dan au cua mnh ve mat cong nghe.
Bc cai tien manh me tiep theo cua cong ty c bat au khong lau sau khi Jobs
tham quan trung tam nghien cu Palo Alto cua Xerox (PARC) vao nam 1979. Xerox a san
xuat ra mot trong nhng chiec may tnh au tien co ten goi Alto, ay la chiec may au tien
s dung ca chuot va giao dien o hoa.
Sau cung ong a ket hp giao dien o hoa mang tnh cach mang nay (c phat trien
nhng cha bao gi s dung bi phong nghien cu PARC huyen thoai) vao lan gii thieu san
pham ln th ba cua Apple chiec may tnh Lisa (c at ten theo a con gai cua ong).
Lisa la chiec may tnh thng mai au tien ket hp hai y tng nay lai vi nhau. Vi no, ong
a ve nen mot ng ranh gii ro rang gia tap oan Apple cua mnh va cac oi thu truyen
kiep cung lnh vc. Nhng du Lisa co la mot ky quan ve mat cong nghe va la mot thanh qua
tuyet vi i chang na, th cai gia 10.000 o-la cua no la qua kha nang ngi tieu dung. Mat
khac, nhng chiec may tnh ca nhan mi ra mat cua IBM a c mua sach.
Apple voi vang tm cach giai quyet. Mot nhom ky s hang au cua cong ty a nghien
cu che tao mot chiec may tnh hoan toan khac biet co ten goi la Macinstosh; trong khi Jobs
ang me mai vi chiec Lisa. Macintosh da tren nen tang cong nghe bam-va-keo
11
ma tre
con cung co the s dung c. Trong mot bc i se chia cat Apple thanh nhieu phe phai
nho, Jobs a n phng chiem hu d an Macintosh sau b cach chc v Lisa khong mang lai
thanh cong. Ong bo qua nhng kho chu cung vai tro lanh ao cua mnh va at lai nhom phat

11
Click-and-drag: ong tac nhan va re chuot may tnh
50 companies that change the world
trien phat trien san pham vao ung v tr, dng len mot la c hai tac, va ging cao khau
hieu may tnh cho phan con lai cua chung ta.
Mau quang cao au tien cua ho, mot trong nhng mau quang cao noi tieng nhat tng
c thc hien, c thiet ke e dan dat ngi tieu dung theo mot hng i ro rang: hoac s
dung may tnh cua Apple, hoac cua IBM. Va thong iep nam 1984 o van rat ro rang cho
en ngay hom nay. ay la li tuyen bo co y chong lai the gii may tnh ang b thong tr bi
may tnh Big Blue cua IBM ma trong quang cao b mot ngi phu n yeu t do giang mot
on ch t bang mot cay bua ta.

oan phim quang cao tr gia 1 trieu o la vao nam 1984 cua Apple

oan phim quang cao o c dan dng bi Ridley Blade Runner Scott ton 1 trieu
o-la, va ch c phat song mot lan. Mau quang cao lam nhieu uy vien ban quan tr cong ty
cam thay cang thang va ngi ham bong a My ngac nhien, nhng s that la no a c xem
bi gan mot na so ho gia nh My. Sang hom sau, khi Jobs chnh thc cong bo a con mi
ra i nang gan 10 kg va co gia 2.495 o-la o, cong chung a c chuan b va san sang.
Apple tuyen bo rang 72.000 chiec may Mac a c ban sach ch trong vong 100 ngay.
Trong mot nam, doanh thu cua cong ty tang len en con so 2 t o-la. ieu nay a thay oi
moi th ve he ieu hanh may tnh. Ngi ta chuyen t he ieu hanh DOS vi nhng dong
lenh kho nh sang cac thao tac bang tay vi ca so va bieu tng vo cung trc quan.
50 companies that change the world
Nhng thap nien ke t khi chiec may Mac ra i la nhng nam thang thang tram cua
Apple. S ra i cua Macinstosh la iem sang cuoi cung cua cong ty trong vong hn mot thap
ky. Woz a thc s thay oi nhieu sau khi cong trnh tim oc cua ong cat canh. Ong lay c
mot tam bang ky s, bieu dien nhac rock va day bon tre ve may tnh. Jobs b thay the mot
cach phu phang bi John Sculley, mot uy vien hoi ong quan tr cu cua tap oan Pepsi, c
mi ve Apple e cung co hnh anh cua cong ty tren th trng chng khoan. Ch mi 30 tuoi
va kha giau co, Jobs khong ch lau trc khi bat au mot cong ty may tnh tien tien vi ten
goi NeXT. Ong cung mua lai xng lam phim hoat hnh Pixar, ni ma sau nay se san xuat ra
nhng bo phim gay tieng vang ln nh The gii con trung hay Cau chuyen o chi.
Apple tiep tuc gap nhieu kho khan. IBM khong the gi c li the cua mnh trong th
trng may tnh e ban khi nhng ban sao gia thap cac dong san pham cua no tran ngap th
trng. Du vay, nhng quy c ve cong nghe ma ho a xac lap du ro rang la thua kem
Apple a tr thanh mot chuan mc khong the bac bo. Hn 95 trong so moi 100 khach hang
eu bat au chon s dung mot chiec may tnh tng thch vi IBM, lam nhng san pham
cua Apple b phu ay bui tren cac ke ban hang. Cuoi cung Sculley b thay bi Michael
Spindler, ngi sau o lai b thay bi Gil Amelio. Sau o, vao thang 7 nam 1997, Amelio lai
b cho ra ra va ngi hung b quen lang Steve lai c on chao quay ve mot lan na vi
cng v Chu tch Hoi ong quan tr lam thi.
Mot ngay sau s tr ve cua mnh v ieu nay ong c thng 1 co phan va mc
lng 1 o-la mot nam Jobs bat tay vao viec va san xuat ra mot thiet b mot lan na lai
thay oi the gii: chiec iMac. S ra mat cua chiec may tnh trong suot nay mot nam sau o
a giup Apple lay lai ngoi au bang trong lnh vc cong nghe, doanh thu cua cong ty cung
nh gia tr co phieu cua no tren th trng chng khoan tang vot. Khong lau sau, vao thang
01 nam 2000, Hoi ong Quan tr cong ty a nhat tr thng cho no lc cua Jobs bang mot
chiec may bay phan lc Gulfstream V va 10 trieu o-la trong quyen u tien mua co phieu
cua Apple. e ap lai, ong a bo t lam thi ra khoi chc danh cua mnh.

50 companies that change the world

Steve Jobs va chiec Gulfstream, tr gia 90 trieu o la, co the bay en 1.200 km/h, sc cha 13
19 ngi. Vao luc ong c tang, tren toan the gii ch co 63 chiec Gulfstream nh the.

oi net ve chiec chuyen c cua Ong Cong viec Steve Jobs
12
.
S s-ri 586 Loi ng k C nhn
Nh sn xut GULFSTREAM AEROSPACE
Chng nhn ng
k ngy
06/08/2001
Model G-V Tnh trng Hp l
Loi my bay Phn lc cnh c nh Loi ng c Turbo-Jet
S s-ri d phng Khng Nh phn phi Khng
Ngy xut xng
d phng
Khng M s ng c 50307175
Nm sn xut 1999 Ch s hu Jobs Steven
a ch c tr
6364 S LINDBERGH ST STE 2,
STOCKTON, SAN JOAQUIN
Bang
California,
USA


12
Job: Cong viec
50 companies that change the world
Tr lai Apple lan nay, Steve Jobs a tiep tuc lam the gii rung ong vi nhng man
trnh dien thong qua bo oc sieu viet cua mnh.
au tien, Steve tien hanh mua lai mot loat cong ty trong nganh va nham vao cac san
pham tieu dung ky thuat so chuyen nghiep. Nam 1998, Apple mua phan mem Macromedia's
Final Cut. ay la tn hieu au tien trong viec tham nhap th trng ky thuat so cua ho. Nam
tiep theo, Apple cho ra i hai san pham: iMovie cho ngi tieu dung pho thong va Final Cut
Pro cho gii lam phim chuyen nghiep, trong o Final Cut Pro a thanh cong ln vi 800.000
ngi ang ky s dung tnh en au nam 2007.
Ngay 19/05/2001, Apple m cac ca hang ban le chnh thc au tien cua mnh tai hai
bang Virginia va California. Sau o la s xuat hien Ca hang Apple, bang knh trong suot vi
thang may hnh tru va cau thang xoan dan vao ben trong, tren ai lo so 5, New York. S
kien nay lam sng sot ca cac nha au t lan ngi tieu dung luc bay gi.
Nam 2002, Apple mua Nothing Real va nang cap thanh Shake, Emagic thanh Logic.
Hai ng dung nay va iPhoto a hoan chnh bo su tap noi tieng ve cac phan mem danh cho
ngi tieu dung pho thong co ten goi la iLife cua hang Apple.
Cuoi nam 2002, Apple gii thieu chiec may nghe nhac iPod au tien cua ho va san
pham nay thanh cong nh mot hien tng. Bon dong iPod: iPod shuffle, iPod nano, iPod
classic va iPod touch a c ban ra vt con so 100 trieu chiec tnh en thang 09/2007.
50 companies that change the world

iPod, dong san pham thanh cong nhat cua Apple tnh en thang 09/2007. T
trai sang phai: iPod shuffle, iPod nano, iPod classic va iPod touch.

Nam 2003, ngan hang nhac so Apples iTune Store ra i giup dan ghien nhac tai ve
iPod cua mnh nhng bai hat yeu thch vi gia 99 xu moi bai. Dch vu nay nhanh chong dan
au th trng nhac online; Steve Jobs tuyen bo tai Macworld Conference & Expo thang
01/2008 rang 4 t bai hat a c tai ve tnh en thi iem o.
oi vi dong may Macintosh, cac thiet ke cua Apple lien tuc bt pha bang nhng
kieu dang va mau sac oc ao. Dong may iMac G3 va iBook vi mau trang carbon tong hp
xuat hien ke t nam 2001, Power Mac G5 vao nam 2003, Apple Cinema Displays 2004.

Dong may iMac mau trang sang trong, cau hnh manh me c Apple trnh lang nam 2002
50 companies that change the world
au thang 06/ 2005, Steve Jobs thong bao Apple se s dung chip Intel trong cac may
Mac cua mnh t nam 2006 va ngng san xuat cac dong may Power Mac. ong thi, Apple
gii thieu phan mem Boot Camp giup ngi s dung may Mac co the cai at Windows XP e
chay song song vi he ieu hanh Mac OS X cua ho.

Laptop MacBook Pro 2006 san pham s dung bo vi x ly vi cong nghe chip loi kep (Core
Duo) cua Intel.
Ngay 09/01/2007, Steve Jobs thong bao thay oi ten tap oan t Apple Computer Inc.
thanh Apple Inc., cung luc la buoi gii thieu mot san pham Apple mi, mot lan na se lam
ien ao ca the gii: iPhone. Du iPhone ch c tung ra th trng vao thang 06/2007, nhng
ngay lap tc, co phieu cua Apple tang len mc ky luc la 97,80 o la va vt qua mc 100 o
la My vao thang 05/2007.
Thang 02/2007, Apple co y ban nhac qua iTune Store ma khong phai tra tien ban
quyen nhac so neu cac ten tuoi ln trong nganh thu am chu t bo cong nghe chong sao chep
trc tuyen. Tuy nhien, ch co Hang thu am EMI ong y hp tac vi Apple vao thang 02/2007
qua mot thoa thuan co hieu lc ke t thang 05/2007.
Va, ung nh tuyen bo cua Steve Jobs vao au nam, cuoi thang 06/2007, tiep theo s
thanh cong vang doi cua iPod, Apple tung ra th trng My san pham c hang trieu ngi
trong i: iPhone, thiet b truyen thong a phng tien khong phm, bo nh ch co 8Gb va
man hnh 3,5 cam ng tuyet oi s dung thao tac s va vuot. ay la san pham inh
cua the gii trong nam 2007, ng dung cong nghe sieu cam ng co the thc hien moi menh
lenh t thao tac cung luc ca ba ngon tay ngi s dung nh: cuon, phong to thu nho, va
50 companies that change the world
xoay tron cac hnh anh tren man hnh theo y muon. ay thc s la mot san pham cong nghe
cao ay quyen ru va de s dung en mc kinh ngac! Mot san pham co kha nang lam thay
oi cac khai niem va nhan thc thong thng cua chung ta ve ien thoai di ong, may quay
phim chup anh, may nghe nhac va ca may vi tnh.


iPhone, thiet b truyen thong a phng tien San pham cong nghe nh cua nam 2007.

Trong nam 2008 nay, Apple se gii thieu trackpad danh cho cac dong may laptop
Apple trong tng lai, s dung cong nghe a cam ng (multi-touch technology) ma ho tng
ng dung vao cac may iPhone cua mnh.
Vi kha nang ieu hanh xuat sac va tinh than theo uoi s hoan my tuyet oi, Steve
Jobs, linh hon cua Apple Inc., tham ch con c v nh mot Jobs Christ, ang cu nan
that nghiep
13
cua nhan loai. Va ieu nay hnh nh co phan ung.


13
Jobs Christ Jesus Christ: Loi so sanh v von xem Steve Jobs nh than thanh. Tren thc te, Hang Apple
ang cung cap viec lam on nh cho 20.000 nhan vien toan thi gian, cha ke oi ngu nhan lc t cac nha phan
phoi, cac ai ly tren toan the gii.
50 companies that change the world

Mot bc tranh vui cach ieu t ien tch Jesus Christ va cac mon e vi khuon mat lap ghep cua
Steve Jobs cung hao quang hnh trai tao khuyet, xung quanh la cac mon e trung thanh ang s dung
nhng san pham tr tue cua Apple.

Bat ke tia set ky dieu kia co giang xuong lan na tren cung mot tap oan hay khong,
tai nang cua Jobs en ay a c khang nh. Steve Jobs a chng minh rang moi bc i
cua ong va Apple la mot phep la; va, cau chuyen co tch hien ai nay van cha en hoi
ket thuc.
The gii se con nghieng nga v Steve Jobs va qua tao khuyet Apple .
* * *Steve Jobs a noi:
Sang tao la iem khac biet gia mot nha lanh ao va mot ke an theo.
Innovation distinguishes between a leader and a follower.
***
Ban muon danh ca phan i con lai cua mnh e ban tra a hay ban muon co
mot c hoi thay oi ca the gii?
Do you want to spend the rest of your life selling sugared water or do you want a
chance to change the world?