Ivey Publishing
Research in Motion Ltd. (A)
Product Number:
9A99A036
Publication Date:
02/09/2000
Revised Date:
01/13/2010
Length:
17 pages (10 pages of text)
Product Type:
Case (Field)
Source:
Ivey
Top management at Research in Motion (RIM) were considering a significant change in strategic direction. RIM manufactured two-way pager, wireless PC card and OEM radio products. With the anticipated convergence of wireless and Internet e-mail, RIM saw an opportunity to sell end users a two-way, e-mail end-to-end solution, including both hardware and telecommunication service. Management had to assess whether this was an attractive opportunity. If they did enter the market, RIM would have to decide whether to target individual users or corporate information technology departments and select channels to reach its targeted customers. RIM also faced some challenging marketing communication issues, since about 50 per cent of potential users showed no interest in a mobile e-mail solution.
Issues:
Disciplines:
Entrepreneurship,  Marketing
Industries:
Manufacturing
Setting:
Canada, Medium, 1998
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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