BlackBerry still a favorite tasty treat: Punching above its weight in brand icon stakes

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The iconic BlackBerry has become so addictive to many of its users that it's earned the nickname “crackberry”. It's not the only such mini‐miracle on the market, of course, but it does punch well above its weight in the “brand icon” stakes against such competition as Nokia, Apple and Palm.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2009), "BlackBerry still a favorite tasty treat: Punching above its weight in brand icon stakes", Strategic Direction, Vol. 25 No. 5, pp. 5-7. https://doi.org/10.1108/02580540910952019