The case “Blackberry – Set for a Turnaround?” talks about the efforts of John Chen (Chen) — CEO of the financially struggling Blackberry Ltd. — to bring about a turnaround in the company’s fortunes. The case starts out with a brief mention of the history of Blackberry and its gradual rise to become the market leader of the global smartphone industry, by 2008. It then traces the fall in the company’s fortunes after it failed to adapt to the changes sweeping through the global smartphone market. The case elaborates on the various strategies undertaken by Chen to prevent a further fall in the company’s fortunes and to put it back on the path of growth. The case ends with an analysis of the future prospects of the company.

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Issues

The case is structured to achieve the following teaching objectives:

	To understand the impact of a dynamically changing competitive environment
	To recognize the need to understand customer requirements and bring about appropriate strategy changes
	To identify the measures needed to contain the downward spiral of a company in trouble
	To appreciate the need for strong leadership to bring about a turnaround

Contents

INTRODUCTION

BACKGROUND NOTE

THE FALL OF RIM

REINVESTMENT OF RIM AND ENTRY OF JOHN CHEN

CHEN’S STRATEGY FOR A TURNAROUND

DEAL WITH FOXCONN

BRINGING BACK BUSINESS CUSTOMERS

BLACKBERRY MESSENGER

QNX OPERATING SYSTEM

INTERNET OF THINGS (IoT)

ROAD AHEAD

EXHIBITS

Keywords

Turnaround,Smartphone,Leadership,Takeover Bid,Innovation,New Product Development,Blackberry,Competition,Distressed company,Customer-centric,Buying Power,Customer segmentation,Complementary service,Management Change,Outsourcing

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