Blackberry Innovation: Diffusion Research Project

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Innovation-Diffusion Research Project:

Table of Contents
Section 1.0 Executive Summary3
Section 2.0 Background3
Section 3.0 Literature Review3
3.1 Theorists Beliefs3
3.2 Who are the Innovators?4
3.3 Length of Process of Diffusion / Similar Products5
Section 4.0 Literature Specific5
Section 5.0 Consumer Interviews7
Section 6.0 Conclusions9
Section 7.0 Works Cited10
Section 8.0 Appendix A11

Section 1.0 Executive Summary

Section 2.0 Background

The BlackBerry was first introduced on the market in 1998. By 2002, the wireless handheld device was further developed into a Smartphone. The wireless solution enables the use and accessibility of email, corporate and other data, as well as internet and telephone use. Research in Motion (RIM) designed the BlackBerry to cater to businesses and its employees seeking to stay connected with all aspects of their lives on a professional and personal level. Although RIM initially took a businesslike approach to the market, the latest models of their Smartphone’s have expanded their market to also include a consumer-oriented approach through the availability of other applications on the Smartphone’s such as social networking sites. Although the BlackBerry does take the lead in the product category of Smartphone’s, the innovation nature of mobile e-mail is now available through many other mobile operators. This competitive environment which encompasses mobile connectivity requires BlackBerry to continuously offer more innovative and newer solutions, which the company has done through constant new phone models as well as an expanded reach in the market to consumers, rather than being business-specific. BlackBerry has become the industry standard in mobility and wireless services over the past 10 years that it has been available, offering successful products on a worldwide platform.

Section 3.0 Literature Review
3.1 Theorists Beliefs

As Les Robinson mentions, “The theory of Diffusion of Innovations seeks to explain how innovations are taken up in a population. An innovation is an idea, behavior, or object that is perceived as new by its audience“(2009). This theory is one of the most important concepts in regards to the study of Consumer Behaviour because it has many sociological aspects and allows for marketers to get a better understanding of how the target market reacts to certain stimuli. However, many different theorists all have different beliefs in why innovations diffuse within a given society. One of the theories available is the theory of advanced diffusion due to geographical cluster by Rui Baptista (2000). This theory states that “geographical proximity of innovators and early adopters stimulates networking between firms, thereby facilitating imitation and improvement” (Baptista, p 516, 2000). This theory also looks at how network cohesiveness is positively related to the degree of innovative success (Baptista, p 517, 2000). Thus, close proximity not only allows for competitors to think up new innovative ideas and how to further enhance their existing product line, it practically forces them to do so because the rate of entry and competition is so high that failure to stay ahead of the innovation curve will lead to a company shutdown, and in turn, increases the overall industry and market in the process. Another theory that exists to help explain how innovations diffuse is the theory of the role of hubs in the adoption process (Goldenberg, p 1, 2009). Hubs are people with many social ties and the earlier the hub adopts a new technology or product the same will be said for people who know the hub or who are influenced by him/her (Goldenberg, p 3, 2009). However, a unique factor about this theory is that the hub himself/herself does not necessarily need to be an innovator for the product to diffuse. The fact that the hub is connected to so many different people, someone to whom he or she is connected to may have an innovative spirit or...
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