Consumer dictates the market: Lesson from blackberry
Journal Title: Journal of Management Research and Analysis - Year 2017, Vol 4, Issue 4
Abstract
Research in motion (RIM), once a leader in software industry, later popularly called as Blackberry with the introduction of its smartphone. It failed twice to understand the sign that it is going to face a tough competition in future by Apple’s iPhone and Google’s Android. Not analysing their consumer’s need and adapting to proper marketing policy, it had a vertical fall. In upcoming years Blackberry waited for an opportunity to regain control over the market but, till today not much has been recovered. What went wrong that once a leader, Blackberry, lost its market and is struggling hard to get back what is been lost? An analysis from marketing perspective.
Authors and Affiliations
Pratik D. Trivedi
Keywords
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- EP ID EP313213
- DOI 10.18231/2394-2770.2017.0026
- Views 173
- Downloads 0
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