Download pdf
From Rise to Fall: A Study of Nokia's Strategic Partnerships and Market Positioning
- 1 Shanghai Experimental Foreign Language School, Shanghai, 200093, China
- 2 Department of International Economics and Trade, Jinan University, Guangzhou, GuangDong, 511443, China
- 3 One Direction Academy, Toronto, Ontario, M3C 1V9, Canada
* Author to whom correspondence should be addressed.
Abstract
In this article, through the rise and fall of Nokia in the mobile phone industry, the strategies and decisions that companies need to pay attention to in different details are analyzed, covering the mid-to-late stage of the mobile phone industry, including major trends, major players and the overall operation of Nokia background. This case study discusses about Nokia's strategic partners, pointing out that Microsoft and Intel failed to cooperate and missed the best time to use Android system. Furthermore, it investigates Nokia's market positioning, initially as a reliable, innovative brand, but later proved that is ineffective in the face of changing consumer expectations and technology evolution. The final part of this article is some suggestions from this experience. Suggestions for Nokia's resurgence include streamlining product portfolio, revisiting market positioning, enhancing supply chain flexibility, optimizing cost structure, embracing technological advancements, and enhancing marketing and branding efforts. This comprehensive review provides valuable insights into the mobile phone industry and the strategic decisions influencing a company's trajectory.
Keywords
mobile phone industry, entrepreneur strategy, marketing, decision making
[1]. Kolk, A., Rungi, M. (2011) Agility of capability development: The multiple-case study of Ericsson. International Conference on Industrial Engineering and Engineering Management, 709-732.
[2]. Ruan, H. Liu, J. (2018). A brief analysis of enterprise strategic choice -- taking Nokia as an example. Small and medium-sized enterprise management and technology, 34, 5-6.
[3]. Panigrahi, C. M. A. (2020) Failure of Nokia–Lessons from Losers. Emerging Issues in Business Management, 9, 978-981.
[4]. Li, Ka Hou Christien, et al. (2019) "The current state of mobile phone apps for monitoring heart rate, heart rate variability, and atrial fibrillation: narrative review." JMIR mHealth and uHealth 7.2: e11606, 1.
[5]. Sarath, P., Bonda, S., Mohanty, S., & Nayak, S. K. (2015). Mobile phone waste management and recycling: Views and trends. Waste management, 46, 536-545.
[6]. Borhanuddin, B., & Iqbal, A. (2016). Nokia: An historical case study. electronic Journal of Computer Science and Information Technology, 6, 1.
[7]. Liam, T. (2019). Here are the real reasons Windows Phone failed, reveals ex-Nokia engineer. Retrieved from: https://www.zdnet.com/article/here-are-the-real-reasons-windows-phone-failed-reveals-ex-nokia-engineer/
[8]. Victor, H. (2012). Existing devices won’t get Windows Phone 8. Retrieved from:https://www.phonearena.com/news/Existing-devices-wont-get-Windows-Phone-8_id31463
[9]. Rory, C. (2015). Microsoft and Nokia - a marriage made in hell?. Retrieved from: https://www.bbc.co.uk/news/technology-33481217
[10]. Vlad, S (2017). Windows Phone was a glorious failure. Retrieved from: https://www.theverge.com/2017/10/10/16452162/windows-phone-history-glorious-failure
[11]. Charles, A. (2013). Elop explains: why Nokia didn't choose Android to replace Symbian. Retrieved from: https://www.theguardian.com/technology/2013/jul/12/elop-explains-nokia-android
[12]. Da, L (2018). Expert topic: Philips fire accident and Nokia safety production?Retrieved from: https://www.sohu.com/a/219100523_99909532
Cite this article
Miao,X.;Wu,Y.;Yang,Z. (2023). From Rise to Fall: A Study of Nokia's Strategic Partnerships and Market Positioning. Advances in Economics, Management and Political Sciences,49,312-318.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).