Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description:  The iPhone was an also-ran for Monica Amilpas when she chose her first smartphone last year. She opted for the BlackBerry Curve because it had an instant- messaging feature the Apple Inc. device lacked.

Date: 11/11/2010


Questions for discussion: 

  • Why is RIM’s Blackberry more successful in this market?
  • What does this mean for RIM as teens grow up and eventually become adult customers?
  • What can Apple do about this competitive advantage enjoyed by RIM?

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