Includes bibliographical references and index.

This case study investigates the emergence, development, and eventually fall of Citycell, the pioneer telecommunication company of Bangladesh. Citycell began its operation in 1989 and was the only Code Division Multiple Access mobile telecommunication service provider in Bangladesh. However, within a short time, it faced fierce competition from other operators who offered better technology and customer services. Rapid technology advances put Citycell under constant pressure to upgrade their infrastructure at significant cost or risk losing their market share. This study highlights how Citycell neglected to implement a successful strategy to survive in a competitive market.

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