A blackberry culture: an investigation on retention and branding

Armstrong (1999) cites the work of Furnham and Gunter (1993) defining culture as ‘the commonly held beliefs, attitudes and values that exist in an organisation. Put more simply, culture is ‘the way we do things around here’.

Culture can be defined as “a set of basic tacit assumptions about how the world is and ought to be that a group of people share and that determines their perceptions, thoughts, feelings, and, to some degree, their overt behaviour” (Schein, 1996). Organizational culture is depend on differences in norms and shared values which are learned in workplace and to direct behaviour of members in the particular organisation. (Cabrera, Cabrera& Barajas 2001) Organisational culture was built on its shared beliefs and values which was the guidance to solve problems.

Cooper, D., & Schindler, P. (2012). Business research methods (Twelfth ed.). New York, NY: McGraw-Hill Irwin.

All Organisations posses a distinct form of culture with some having more than a single culture. This culture is usually very difficult to measure, change and most especially change.

Business research is a methodical process in which a company or manager recognizes a need for data in order to make effective business making decisions. “More specifically, it is a process of planning, acquiring, analyzing, and Disseminating relevant data, information, and insights to decisions makers in ways that mobilize the organization to take appropriate actions that, in turn, maximize performance” (Cooper and Schindler, 2011, p. 10).

BlackBerry has a lot of value—enterprise software suites. Many do not realize the company’s has a successful global reach. BlackBerry needs to revamp its brand to highlight its security expertise, including its new cybersecurity service following the acquisition of UK-based Encription Ltd. BlackBerry’s image should focus on appealing to the services it provides on an enterprise level. A rebranding will allow business customers and investors alike to see the value BlackBerry provides. See the

2) A description of the organizational ecosystem being that of ‘population ecology’. This is demonstrated by the possible compatibility of Android and RIM platforms and the selection process of the market that is still happening most notably with the abandonment of HP’s webOS

Organisational Culture is defined as what the employees perceive and how this perception creates a pattern of beliefs, values and, expectations. Organisational culture differs from organizational climate. Climate refers to more temporary attitudes, feelings and perceptions of individuals (Schneider, 1990). Culture on the other hand is an enduring, slow to change, core characteristic of organisations which is an implicit often indiscernible aspects of organisations, climate refers to more overt, observable attributes of organisations.. Organisational culture is “the way things are” in the organisation rather that people’s transitory attitudes about them

& Lancaster, G. (2008) “Research Methods: A Concise Introduction to Research in Management and Business Consultancy” Butterworth-Heinemann

There are many definitions of organisational culture available in the literature, many of which are based on the fact that culture consists of values, beliefs, and assumptions shared by the majority of members of an organisation. These characteristics and shared views are then translated into common and repeated patterns of behaviour. Although it is difficult to come up with a single definition that would cover

Abrams, R. M. (2006). Types of business research. In Successful business research: Straight to the numbers you need-- fast! (pp. 13-15). Retrieved from

Cooper, D. R., & Schindler, P. S. (2014). Business research methods. (12th ed.). New York, NY: The McGraw-Hill Companies, Inc.

The purpose of the study is to evaluate BlackBerry 's de-escalating market share in Canadian market and provides a possible solution to cope up with this problem.

BlackBerry is not just a phone, it is the power to do more and be more. The brand is the best available platform for mobilizing the business providing not just wireless email but business solutions to integrate mobile workers and important communications, information, business applications and back-end systems. In today‟s past faced life BlackBerry is the perfect tool to keep people connected to friends, family work as well as pursue their interests, all at the same time. BlackBerry products and services have been a significant contributor to the productivity enhancements ultimately reflected by the increase in profitability.

HTC is one of the leading manufacturers of smartphones. One of the HTC’s key selling points is its ability to enhance the user experience through applications. Since HTC has redesigned their products with the accordance of Google’s Operating System, its market share has been increased rapidly. Yet they are designing the high-end smartphones in the industry that are equipped with most advance