Posted by & filed under Part 4: Marketing Management, Part 5 Managing Technology and Information, Part 6 Managing Financial Resources.

Description: Even Alicia Keys couldn’t get investors excited about the debut of the newest BlackBerry. The smartphone maker formerly known as Research In Motion stumbled in its introduction of the BlackBerry 10 lineup yesterday, disappointing shareholders with the lack of a firm U.S. release date and setting a price that may be too high to win back customers from Apple Inc. (AAPL) and Google Inc.’s Android. The shares tumbled 12 percent after the event, which included an appearance by Keys, a Grammy-winning R&B singer who was given the title of BlackBerry’s global creative director.

Source: – video report

Date: Jan 31, 2013


Questions for Discussions:

  • What does this report have to say about the new BlackBerry and the company’s effort to regain competitive advantage in the marketplace?
  • Do you think they will succeed?
  • Would you be a buyer of the stocks of the company today?

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