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Research In Motion Ltd.’s (RIMM) shares jumped almost 22% in after-hours trading after the company offered better-than-expected first-quarter earnings and margin guidance.

Source: WSJ

Date: 4/02/2009

Keys: Marketing, technology, finance, stock market

Link: http://online.wsj.com/article/BT-CO-20090402-718397.html

Questions for discussion:

  • Although the industry leader in the corporate market, RIM faces stiff competition from competitors such as Apple’s iPhone as it fights for consumer market share. Why do you think Blackberry’s have sold so well to consumers?
  • What do you think distinguishes one brand from another in the consumer’s mind?
  • How important do you think price is to consumers?
  • Which features would you add to future models?

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