Breaking away from traditional cell phone and pager competition, BlackBerry offered a new type of wireless handheld solution for companies. RIM's BlackBerry launch was a Blue Ocean strategic move because the company not only created technology innovation, it created superior buyer value innovation as well. Innovation needs be an ongoing, relentless pursuit of opportunities that simultaneously deliver superior buyer value and low cost operating advantage. This illustrates how even brilliant strategies and innovative Blue Ocean strategic moves that drive profitable growth for years should not be depended upon for future success. However, fierce competition, recent financial difficulties, and product delays have caused the firm's leaders to retrench and re-think its strategic options and future. Since the launch of its hugely popular BlackBerry smart phone in 2001, the company has grown to achieve FY2011 sales of US $19.9 billion and net income of $3.4 billion. Research In Motion (RIM) is a standout Canadian business success story.
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