Blackberry: A Screen Shot

Pillai, K R and Ranjan, S (2017) Blackberry: A Screen Shot. Magazine article.

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Abstract

The rapid technological turnaround has transmuted the simple handheld device of mobile communication into an all-inclusive multi-level functionality gadget by converging scores of technology embedded devices diligently. The pioneer handheld device for communication, Blackberry, which used to adorn the demeanor of executives has lost its charm in the market. This case study makes an attempt to understand the various causes for the downfall of blackberry. We followed the approach of desk research to elicit inputs to the study. The study has identified that the nervous break-down of Blackberry is due to its self-inflicted injury of denial and complacency. The key take-away from the study is that it is important for any brand to acknowledge and understand the needs of the customer, along with accurate prediction of how the market would be in the future time as well.

Item Type: Article
Uncontrolled Keywords: Blackberry, Smartphone, Operating system, Brand failure, Android
Subjects: Management > MIM Manipal
Depositing User: MIM User
Date Deposited: 21 Jun 2017 11:04
Last Modified: 21 Jun 2017 11:05
URI: http://eprints.manipal.edu/id/eprint/149124

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