Nokia: a case study in managing industry downturn

Abstract

Purpose

Changing industry dynamics can significantly impact the fortunes of companies. This creates a need for them to have an effective linkage of industry analysis and strategy process as a source of competitive advantage. The purpose of this paper is to describe how Nokia, a major global manufacturer of equipment solutions and services for network operators and corporations, implemented an effective method for dynamic industry analysis linked to strategy making with positive results.

Design/methodology/approach

This study is part of an ongoing research project that tracks the strategic direction of Nokia and took place between 1997 and 2003. Internal documents, databases, archival and interviews were collected and analyzed.

Findings

This article examines how companies could become more competitive by using forward looking industry analysis in their strategy process. Industry analysis within the strategy process helped Nokia to become the world leader in mobile communications equipment, and prominently in mobile phones during the late‐1990s and 2000s.

Originality/value

The authors aim to contribute to strategic management and industry analysis knowledge by designing, implementing and documenting a tangible and practical example on how it could help companies to reach global leadership as illustrated in the article.

Citation

Carral, R. and Kajanto, M. (2008), "Nokia: a case study in managing industry downturn", Journal of Business Strategy, Vol. 29 No. 1, pp. 25-33. https://doi.org/10.1108/02756660810845679