How blackberry does it
Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 2
Hempel J.Fortune (Switzerland), 31 August 2009, Vol. 160 No. 3, Start page: 56, No. of pages: 5
Purpose – Spotlights Research in Motion (RIM) that gained top slot in“Fortune’s” fastest growing companies for 2009. Design/methodology/approach – Profiles the company’s two founders;describes how RIM has achieved a dominant position in the fast-growing smartphone business (phone/e-mail) with their Blackberry device. Provides an overview of the smartphone market; highlights how sales are growing; draws attention to how compeitition is become tougher and examines how the performance of the Blackberry compares to that of Apple’s iPhone. Reports on how RIM is growing; looks at how they are adopting a market segmentation strategy,tailoring products to particular groups of people and how they are expanding into overseas markets. Identifies the best Blackberry and iPhone sellers;provides a quiz to determine smartphone type.Article type: ViewpointISSN: 0738-5587Reference: 38AU122
Keywords: Business development, Communication technologies,Financial performance, Marketing, Mobile communication systems, Strategic planning
