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The Rise and Fall of BlackBerry Teaching

Published by admin at March 12, 2023
Categories
  • Anthropology
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  • The Rise and Fall of BlackBerry Teaching

GROUP 1 – Read the Case: The Rise and Fall of BlackBerry Teaching Note and Answer the Questions BelowCase Synopsis: The launch of BlackBerry by Research in Motion (RIM) in 1999 laid the foundation for the development of smartphones. The next decade was a period of spectacular growth for RIM, making its two co-CEOs billionaires. At the end of 2007 the company had a market capitalization of more than $60 billion. Sales peaked at almost $20 billion in 2011. In 2016, sales were $2.2 billion and the company had lost money for four straight years. With the market capitalization having fallen to $4 billion by August 2016, the survival of BlackBerry (the company changed its name from RIM to BlackBerry) was uncertain.Learning Objectives:

Understand the process of innovation and the linkages between strategy, competitive advantage, and innovation.
Understand the challenges of being a pioneer versus a follower.
Understand leadership and building a culture of adaptability and change, especially in a successful organization.
Understand some of the fundamental leadership differences between Lazaradis/Balsillie and Steve Jobs, especially as it relates to vision, customer focus and simplicity of message.
Case Study Questions:

Describe the industry that the original BlackBerry competed in.
Why was the original BlackBerry product so successful? What was the basis for BlackBerry’s competitive advantage?
When competitors introduced new products, how did BlackBerry react? Why did BlackBerry react this way?
Why was BlackBerry unable to sustain its industry position?

Sample Solution

The original BlackBerry product competed in the mobile telecommunications industry, which was undergoing a major transformation at the time of its launch. The introduction of new technologies such as the Internet and wireless data services opened up vast opportunities for smartphone manufacturers to exploit, many of which BlackBerry was able to capitalize on.

At its core, the success of BlackBerry’s product can be attributed to two key factors: its secure and reliable email messaging system, and its signature physical keyboard. By offering customers a suite of integrated applications designed specifically for business users—including personal information management (PIM) features like calendars and contact lists—BlackBerry quickly developed a reputation for being an indispensable tool in corporate environments. Furthermore, the ergonomic design of their physical keyboards made them popular among those who needed to send emails or type documents while on-the-go. This combination of secure messaging capabilities combined with user-friendly hardware gave BlackBerry an edge over their competitors, allowing them to gain significant market share over the next decade. As a result, they were able to build upon this initial success and develop a wide range of additional products that leveraged their existing strengths while also introducing cutting-edge features such as cloud computing support and touchscreens; thus giving them sustained competitive advantage within their industry during this period.

The basic aim of the personalized medicine is applying right therapy to the right population of people by defining disease at the moecular level. So, identifying differences among the individuals support the new treatment methods and pharmaceutical companies to develop new cancer drugs. Patients who have similar clinical outcome and histological tumor type can give different response to the same drug(17). Prediction of who will be a nonresponders reduces the harmfull effect of drug on nonresponders like a potential toxic effect of drug and cost effect. Also when drug companies develop new drug, they focus on the patient population that benefit from drug to increase positive responds(17).

U.S. Food and Drug Administration bringed development about targeted therapy. For example, to treat chronic myeloid leukemia and gastrointestinal stromal tumor(18) ,imatinib mesylate is used and to treat breast cancer(19), trastuzumab (Herceptin) is used. Molecular characteristics of these cancer types that are abnormal protein tyrosine kinase activity in chronic myeloid leukemia and gastrointestinal stromal tumor and HER-2 receptor in breastcancer is used as a predictive biomarker. By using these markers only individuals which have these molecular alteration is selected and it means they are favorable for the treatment. Using this way some cancer types’ survival rate is shifted from 0 to 70%(17).

This application is used in non-small cell lung cancer treatment with using of mutations screeing. In this cancer type mutation occurs in kinase domain of EGFR. Gefitinib (Iressa) and erlotinib are tyrosine kinase inhibitors drug are used to treat and patients give a higher response to the treatment(20). Also if patient that is never smoked Asian females have adenocarcinomas, these drugs efficient on them(21). On the other hand, if the mutatuions occur at downstream effector KRAS, patient is resistant to to erlotinib(22). Also mutations that is at KRAS have a resistance to cetuximab (Erbitux) and panitumumab (Vectibix) drugs in colon cancer patients. If the KRAS is wild type, these these drugs is effective on the patients(23). These responses that are specific and different are based on molecular profile. Some molecular test are done before the using of cetuximab or panitu

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