Strategy Orientation Analysis in the Mobile Phone Case Business

Ville Isoherranen, Pekka Kess

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DOI: 10.4236/me.2011.23043                

Abstract

The focus on this research is to evaluate the characteristics of technology orientation (technology push), market orientation (market pull), customer focus and product focus in the case business strategy. In addition to plotting the dynamics of these four strategy dimensions over time, the four-way analysis framework is developed. This development is based on Nokia’s mobile phone business. Its past successful business and product transformations contribute to the selection. The findings show strong product focus in case business strategy with developments towards market-orientation.

Keywords

Strategy, Strategy Analysis Framework, Technology Orientation, Market-Orientation, Customer Focus, Product Focus, Technology Push, Market Pull

Conflicts of Interest

The authors declare no conflicts of interest.

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