Future Organization and Work | Blackberry

4/2/2020
Running Head: MANAGEMENT 0
Future
Organisation
and Work
Blackberry

MANAGEMENT 1
Contents
Introduction..............................................................................................................................2
The culture of the organisation...............................................................................................3
Leadership style in the organisation.......................................................................................7
Conclusion...............................................................................................................................11
References...............................................................................................................................12

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Introduction
BlackBerry smartphones and products are manufactured, marketed and sold internationally in
many countries underneath a brand licensing contract with TCL Communication. It was
incorporated back in 1992 and later on expanded with its self-created operating system. In
North America, the TCL comes under top 5 manufacturer and globally, it has an extensive
product portfolio that comprises of BlackBerry, Alcatel and other TCL branded devices – that
are offered to nearly 160 nations across the Asia Pacifica, Africa, Europe, the Middle East,
Latin America and North America. In terms of a number of employees, the company has
employed nearly 3,945 people. The company global position is failing and so its budget in
research and development. BlackBerry spending on research and development is declining
ever since 2012 and in the year 2019, it was noted around 219 million U.S. dollars.
The vision of Blackberry is to securing a connected future where people can trust and its
mission is to be the world top provider of end-to-end mobility solutions that are the best
secured and people can trust (blackberry.com, 2020). In relation with security, trust and
innovation, the company has secured more than 500M endpoints and directing the way with a
single platform for safeguarding, managing and enhancing how intellect endpoints are
embraced in the organisation, allowing its consumers to stay ahead of the technology arc that
also leads to re-shaping of every sector globally. Blackberry is believed to be the most secure

MANAGEMENT 3
phone for the end users prior to coming of leading industry players including Sony, iPhone
and Samsung.
At present, BlackBerry is focusing on complete strategic overhaul and this makes the
company diminish its strategic concentration on the mass customer market considering
mobile devices, however, focusing on niche markets with its products offerings. The
company also have a strong competency as of their long track record for its security systems
and proficiencies. The company is not keen to establish its position in general consumer
market as it is highly saturated and competitive due to presence of various smartphone
enterprises and therefore, they are targeting enterprise while also offering numerous services.
Hence, from the market perspectives, the products and services of BlackBerry are greatly
differentiated and valued in relation to their rivals. This strategic move can also be evidently
seen in its release of Blackberry Enterprise Service 12, a system enables enterprises to
strengthen their ability to secure and manage mobile devices (Sage, 2014).
The culture of the corporation
According to Nikpour (2017), organisational culture is comprised of norms, values,
assumptions, shared vision and intangible signs of organisation member’s behaviour that
contribute to the environment of an organisation. In simple words, it is an inherent part of any
workplace where all employees work together towards a common goal or purpose.
Understating the sense of organisation culture is both important to the leader and
management as different people in the same organisation can have different perceptions of
the culture and therefore, it defines a jointly shared description of an organisation from
within. The major functions of organisational culture are to define boundaries, conveys a
sense of identity, enhance social stability and generates commitments beyond oneself.