Consumer dictates the market: Lesson from blackberry

Pratik Trivedi
Journal of Management Research and Analysis   unpublished
Research in motion (RIM), once a leader in software industry, later popularly called as Blackberry with the introduction of its smartphone. It failed twice to understand the sign that it is going to face a tough competition in future by Apple's iPhone and Google's Android. Not analysing their consumer's need and adapting to proper marketing policy, it had a vertical fall. In upcoming years Blackberry waited for an opportunity to regain control over the market but, till today not much has been
more » ... not much has been recovered. What went wrong that once a leader, Blackberry, lost its market and is struggling hard to get back what is been lost? An analysis from marketing perspective.