School of Business & Economics
Research in Motion - Entering a New Era (ABSTRACT)
published: 2008 | Research publication | Refereed Journals - Policy
Carayannopoulos, S. (2007), "Research in Motion - Entering a New Era", Case Research Journal, 27 (2).
ABSTRACT: In January, 2007 the CEO of Research In Motion, Jim Balsillie, is considering the launch of the company's latest product and the general changing competitive landscape. The new product represents a move into a mass consumer market - a divergence from its previous strategy of focusing only on business enterprises. Meanwhile, RIM's competitors have now begun to develop products similar to RIM's and are beginning to pursue the enterprise market. Balsillie is contemplating what the effect of RIM's latest product will be on the company, what competitive challenges the company is likely to face in the future, and where it should focus its efforts to ensure continued success. Strategy, technology
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revised Jun 18/08
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