Mini case study Blackberry 2

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Contributors

Toon Abcouwer

The need for disruptive change inside Blackberry

Organization: Blackberry 2

Author: Sarah Pinheiro

Course: (V)ODC 2013/2014

Keywords: mini case study

Abstract

The dynamics in the environment demand that organizations respond to changes more efficiently and quickly. Managers need to realize that change is inevitable and organizations cannot assume that success today leads to success tomorrow. Markets are constantly changing and managers have to be aware of these changes and lead the organization in the right path. Leaders must embrace change rather than resisting it, they need to be visionaries of possible new solutions. When a new technology opens up the possibility of a new market that may threaten the existing one, a brand leader should consider entering into the new market so it will have first-mover advantage in it. This was the fatal mistake of Blackberry. While Samsung and Apple were frantically entering the market of smartphones and consolidating a big market share in it, Blackberry failed to do so. Major transitions such as these or lack of them, as it happens in Blackberry, have to be driven by senior leaders of an organization’s executive management.

Contributors

Toon Abcouwer