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Journal of Management Research and Analysis

Consumer dictates the market: Lesson from blackberry

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Author Details: Pratik D. Trivedi

Volume : 4

Issue : 4

Online ISSN : 2394-2770

Print ISSN : 2394-2762

Article First Page : 183

Article End Page : 185


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.

Keywords: Consumer, Blackberry, Marketing, Smartphone, RIM