Change Management in the Age of Turbulence: A Case Study of Blackberry Indonesia

• Main Author: Alvin Goenardie
• Other Authors: Day-Yang Liu
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/61001429996471313507

碩士 === 國立臺灣科技大學 === 管理學院MBA === 102 === Smartphone represented 53.6% of all mobile phone sold around the world in 2013, which is up from 44% in 2012 according to Gartner, Inc. In 2014, the smartphone sales are expected to grow up to 70% and in a few years, every phone will be a smartphone. One of the players in this technology is BlackBerry Limited, before the name is Research In Motion Limited. Blackberry Limited is a designer, manufacturer and marketer of wireless solutions for the worldwide mobile communications market. Nowadays, Blackberry is a brand in peril, the company has in recent years declined precipitously because the competition of Apple's iPhone and Google's Android phones. Hence Blackberry makes movement to properly compete by changing their management as a respond to the condition. This study uses a case method on change management during turbulence in Blackberry Limited, especially in Indonesia. New management’s strategies to focus on emerging countries especially Indonesia, as the most potential market of Blackberry Limited are expected to bring them through turbulence time. The research objectives are to discover Blackberry new management’s strategies in Indonesia, what Blackberry’s new strategies to survive in Indonesia market under John Chen leadership, what Blackberry’s new management has done in Indonesia and the challenges that they are facing on it, and also the differences before and after change management initiatives.