A blackberry culture: an investigation on retention and branding

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Proposed Research Title Mobile Smart Phones – A BlackBerry Culture: an investigation on Retention and Branding – a case-study Proposed Research Questions Q1. Does the BlackBerry mobile Smart Phones environment lend itself to a Retention Strategy? Q2. What are the effects of the BlackBerry Mobile Smart Phones culture on Branding? Abstract BlackBerry has gone through rapid growth during the past five years and has almost doubled in size in the past two years especially within Europe, Middle East & Africa (EMEA). RIM’s ability to move rapidly with the changes in technology, growth and it’s ‘always connected’ work ethic, means the there is an increasing demand on success for both the organisation and the employees. The…show more content…
Schien considers a three layer approach to culture (1992). The first level consists of visible organisational processes and various artefacts. For example, dress code can tell someone about the culture. The second level consists of the organisation’s official objectives, declared norms and philosophy. The third layer distinguishes so-called deeper underlying assumptions, for example, to views of human nature. Delisi (1990) using Schein’s (1984) definition of culture, to examine the relationship between culture and change, defined organisational culture as ‘the pattern of basic assumptions that a given group have invented, discovered or developed in learning to cope with its problems of external adaptation and internal integration, and that has worked well enough in the past to be considered valid, and, therefore to be taught to new members as the correct way to perceive, think and feel in relation to those problems’. Retention Retention is defines as ‘an obligation to continue to do business or exchange with a

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