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The analysis focuses on the declining market share and revenues of RIM, highlighting the impact of competitors like Apple and Google on its smartphone dominance. It emphasizes the urgent need for a management and strategy overhaul to combat the perception of Blackberry as outdated. By investigating the reasons behind Blackberry's loss of popularity, the paper outlines potential opportunities for RIM to regain market share through a revised brand positioning strategy, aiming to restore its competitive edge in the industry.
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Stopping RIM's downfall. A repositioning of the Blackberry brand, Jennifer Kint
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- 2014
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