Mission statement of BlackBerry

| September 14, 2013

This is BlackBerry Ltd. mission statement overview in 2013. For more information on how to write a mission statement, please refer to our article.

Company Background

Name BlackBerry Ltd.
Logo
Industries served Telecommunications equipment
Geographic areas served Worldwide
Headquarters Canada
Current CEO Thorsten Heins
Revenue $ 18.435 billion (2012)
Profit $ 1.164 billion (2012)
Employees 12,700 (2013)
Main Competitors Apple Inc., Google Inc., Nokia OYJ, Samsung Electronics Co., Ltd. and many other companies.

Mission

BlackBerry mission statement 2013

BlackBerry doesn’t have an official mission statement. This is how an unofficial BlackBerry’s mission sounds:

“BlackBerry is a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market. Through the development of integrated hardware, software and services that support multiple wireless network standards, RIM provides platforms and solutions for seamless access to time-sensitive information including email, phone, text messaging (SMS and MMS), Internet and intranet-based applications.”
Evaluation
Does it include...?
Customers Products/ Services Markets
Yes Yes Yes
Technology Concern for survival Philosophy
Yes No No
Self-concept Concern for public image Employees
Yes No No
Does it mention values like...? Customer or product-oriented?
Citizenship Teamwork Product-oriented
No No Score
Excellence Integrity
No No 1.7/4.5

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)

Overview

BlackBerry doesn’t have an official mission statement, which is a sign of a weak strategic management in a corporate. Mission statement is the core communication tool that conveys information of firm’s customers, products, markets, technology, philosophy, competitive advantage, commitment to growth, concern for public image and employees to its stakeholders. In this case, BlackBerry misses an opportunity to communicate that information in a clear, comprehensive statement. An unofficial statement has scored 1.6 points, which is an average score in our evaluations. The company doesn’t include some of the mission components and doesn’t mention any values. It’s also a product-oriented mission, which has a shorter life cycle than customer-oriented mission and provides less flexibility to expand into other markets.