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Innovation in Mobile communications industry: An analysis Blackberry

Table of Contents
1.0 Introduction 1
1.1 Innovation 1
2.2 Types of Innovation 2
3.0 Types of Innovation Patterns 3
4.0 Innovative case: Blackberry 5
4.0 SCAMPER: Blackberry 6
5.0 The theoretical perspectives of innovation 8
6.0 Innovation Diffusion Theory 8
7.0 Social Shaping of Innovation Theory 9
7.0 Organizational culture: A Foundation for Innovation 10
8.0 Innovation and mobile telecommunication sector 10
9.0 PESTEL analysis: external environment 11
PESTLE analysis 11
Why PESTEL is important 11
How PESTEL helps to improve or develop the product 11
PESTLE analysis on Blackberry 12
10.0 Porter’s Five Forces Model: Industry Structure Analysis 15
Porter’s Five Forces: 15
Why it is important? 15
How Porter’s Five Forces Analysis help product 15
Porter’s Five Forces analysis on Blackberry 16
Recommendation 17
Conclusion 18
References 19
Appendices: 24
1.0 Introduction
Information and communication technology is one of the best podiums for innovation. Mobile communication sector is an example of that. The observation of this industry will easily clarify that, each and every day new innovation is coming to replace the old one. Considering the product life cycle of this industry, one may find that, in most case it has a small life span. Kotler and Armostrong (2010) stated Products Life Cycle (PLC) in a five distinct stage including Product development, Introduction, Growth, Maturity and Decline. In mobile communication industry most of the products complete PLC rapidly as new innovation makes that obsolete.
In fact, the market for mobile phones is being considered as the most dynamic sector in the world. Turnbull et al. (2000) asserted that, changes in technology, acceptance in the market, innovation of product is quiet astonishing in mobile communication sector. In the highly competitive industry, to survive a company should focus on the innovation and adaptation said Koski and



References: Ahonen, T. T. And Moore, A. (2009), “Communities Dominate Brands Business and marketing challenges for the 21st century, USA: FUTURETEXT Belch, E.G. and Belch, A.M. (2001), Advertising and Promotion, 5th edn, New York: McGraw Hill Irwin Bessant, J Callahan, J. (2007) “Patterns of Technological Innovation” Jhon Callahan Publication, Christensen, C.M CIA World Factbook, (2013), Bangladesh: Economy [online] Available at; < https://www.cia.gov/library/publications/the-world-factbook/geos/bg.html> [Accessed 12th April, 2013] Crutchfield, D Davenport., T. H. and Prusak, L. (2003). What is the Big Idea: Creating and Capitalizing on the Best Management Thinking. Cambridge, MA: Harvard Business School Press. Francis, D. and J. Bessant (2005) Targeting innovation and implications for capability develop-ment. Technovation, 25 (3), 171–83 Freeman, C Grundy A. N. 2006. Competitive strategy and strategic agendas. Strategic Change Vol.10(5), PP: 247–260. Haberberg, A.; and Rieple, A. (2001), “The Strategic Management of Organisations”, Essex, Pearson Education Limited. Harmanancioglu, N., Droge, C. and Calantone, R.J. (2009) theoretical lenses and domain definitions in innovation research. European Journal of Marketing, 43, 1/2. Pp. 229-263 Henderson, R Jones, T.(2002) Innovating at the Edge, Butterworth-Heinemann, London. Kenny B. and Reedy E. (2007), “The Impact of Organizational Culture Factors on Innovation Levels in SMEs: An Empirical Investigation”, The Irish Journal of Management, vol. 5, nº 17, pp.119‐142 Koski, H Kotler, P. and Armostron, G. (2010), Principles of Marketing (13th edn), New Jersey: Pearson education, Inc. Lemon, M. and Sahota, P.S. (2003), Organizational culture as a knowledge repository for increased innovative capacity", available at: <www.alba.edu.gr!OKLC2002/Proceedings/pdLliles!D88.pd> Litemind Mackenzie, D. and J. Wajcman (1985). The Social Shaping of Technology: How the Refrigerator got its hum. Milton Keynes, Open University Press. McKenna, E., and Beech, N (2002), Human Resource Management: a concise analysis, London: Pearson Education Limited. Michalko, M Narayanan, V. K., and Fahey, L. (2005), ‘The Relevance of the Institutional Underpinnings of Porter 's Five Forces Framework to Emerging Economies: An Epistemological Analysis”, Journal of Management Studies, Vol. 42, Issue.1, PP. 207-223. Peralta, E Phillips, W. et al.(2006) Beyond the steady state: managing discontinuous product and process in-novation. International Journal of Innovation Management, 10 (2), 175–96. Porter, E.M. (1985). Competitive advantage: creating and sustaining superior performance. New York: The Free Press. Porter, M.E. (2008) The Five Competitive Forces That Shape Strategy, Harvard business Review, January 2008 Rogers, E Rogers, E. M. (2003), “Diffusion of Innovations”, (5th Edn.), New York: Free Press. Rowley, J., Baregheh, A., and Sambrook, S Schilling, (2012), “Types and Patterns of Innovation” Industry Dynamics of Technological Innovation, USA: McGraw hill Inc. Serrat, O Shimp, A.T., (2003), Advertising and Promotion, 6th edn, USA, Thompson. Smith, K. (2005) “The oxford handbook of Innovation”, Oxford University Press, New York. pp 148 – 154 Stewart, J usBlackberry.com, (2013) “Blackberry” Available at: < http://us.blackberry.com/> [Accessed 11th April, 2013] Voelpel, S., Leibold, M Von Hippel, E., (1988), “The Sources of Innovation”, New York: Oxford University Press. Webly, K Wright, T. (2013) Blackberries Are In Season Again: Patent Dispute Settled for $612.5 million [online] Available at: <http://brandlaw.org/2010/01/blackberries-are-in-season-again/> [Accessed 23rd April, 2013] Appendices:

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