BlackBerry in Technology management : Point of View
I chose Blackberry because it is one of the cell phones I appreciate and know the quality and options the phone has. You do not know how much I loved this smartphone. Really, I feel sorry for their failure in market.
BlackBerry created a unique product and occupied a competitive position for a few years based on product differentiation. But it was not unable to stand long against Apple, and it was difficult to keep its position as a pioneer versus a follower.
First BlackBerry was an innovative company that understood before other market players the smartphone concept and its importance for the future development of the telecom market and succeeded in launching an innovative solution a phone with Push email facility and integration functions with allowed e-mail management with BlackBerry enterprise server setting complex rules for filtering messages and with very advanced operating system – BlackBerry OS.
When new competitors revealed their new products like Apple iPhone and new operating system Android by Google in other smartphone manufacturers like Samsung, HTC and LG to emerge in the smartphone market, Blackberry failed to support continuous leadership efforts.
BlackBerry’s failure to keep up with Apple and Google was a consequence of errors in its strategy and vision. First, after growing to dominate the corporate market, BlackBerry failed to anticipate that consumers would drive the smartphone revolution. Second, BlackBerry was blindsided by the emergence of the “app economy,” which drove massive adoption of iPhone and Android-based devices. Third, BlackBerry failed to realize that smartphones would evolve beyond mere communication devices to become full-fledged mobile entertainment hubs.
BlackBerry leaders failed to find a balance between their personal and the company interests. Lacking leadership and vision, the company went into decline on a smartphone market that was registering significant rates of growth.
They drive BlackBerry to failure and missed the launch of the new generation of smartphones due to the lack of involvement from founding leaders into the development processes of the company.
The main problems that have arisen within the company after the organization was left without support from the leaders that created its worldwide brand.
This illustrate the importance of change management. The case can be used to examine how a firm creates a sense of urgency for change after many years of success and industry leadership and can be used to illustrate the process of innovation and the linkages between strategy, competitive advantage, and innovation.
If they had changed management in suitable time, I think They would have succeeded because they have all the sources to do that and lead the smartphone market. But for ignorance of their leader lead to this. Although they have a new CEO but it was late and the culture was already destroyed.
Communicating the message and aligning people behind it are highly valuable for leadership processes performed within any company.
Things are completely different with the management process, as managers go for bonuses or penalties for employees achieving certain tasks or not. Leaders don’t use such means, as they have the ability to convince employees for transforming a certain vision into reality. Under such circumstances, the message sent by the leader and the communication process with the members of the organization become key factors.
