Ail­ing Black­Berry Ex­its Smart­phone Man­u­fac­tur­ing

Black­berry’s fall from star­dom will be a clas­si­cal case study in man­age­ment schools in the years ahead

Voice&Data - - CONTENT -

Its of­fi­cial. The once iconic smart­phone maker Black­Berry will be ex­it­ing the na­tive man­u­fac­tur­ing of its hand­sets and will pre­dom­i­nantly fo­cus on soft­ware and ser­vices and will out­source de­vice de­vel­op­ment. This is a clas­sic story of a brand that held enor­mous pres­tige and re­spect saw rapid de­cline since 2009 and be­came an ‘also ran’. In many ways, its a tragedy and Black­berry’s fall from star­dom will be a clas­si­cal case study in man­age­ment schools in the years ahead on how be­ing ‘ir­rel­e­vant’ to chang­ing times and the in­abil­ity to in­no­vate to the new -nor­mal can kill what­ever glory it has achieved in the past.

The com­pany has re­vealed in its lat­est Q2 Fis­cal 17 earn­ings that it is ex­it­ing from

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