Subject category:
Strategy and General Management
Published by:
NACRA - North American Case Research Association
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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.
Subject category:
Strategy and General Management
Published by:
NACRA - North American Case Research Association
Length: 28 pages
Data source: Field research
About
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.
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Subject category:
Strategy and General Management
Published by:
NACRA - North American Case Research Association
Length: 28 pages
Data source: Field research