Case Study

Blackberry (A)

20 pages
June 2004
Reference: IMD-5-0671

Research in Motion had successfully launched the innovative BlackBerry service in North America and was looking to accelerated the growth of the business in North America and globally. The company had been using a direct sales approach and was considering a move to using telecommunications carriers as the primary channel. A team of executives had been charged with recommending a strategy and implementation plan.

Marketing Strategy, Channel Management, Business Strategy, Accelerating Growth
September 2001
Field Research
© 2004
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