Nokia- The surprising success of textbook wisdom

Detalhes bibliográficos
Autor(a) principal: Pantzar, Mika
Data de Publicação: 2004
Outros Autores: Ainamo, Antti
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.12/4774
Resumo: What is the secret behind Nokia’s phenomenal success in mobile phones? More generally, how to succeed in a turbulent high technology market? Historical and comparative studies bring understanding not only about past phenomena, but also insights about current and coming ones. In this paper we compare Ford and General Motors in the 1920s and 1930s with Motorola and Nokia in the 1980s and 1990s. The insight from this comparison is how reinvention of the product, category, relative to the market incumbent’s market conceptualization, is a recipe for success. Nokia’s success in the 1990s was based on following the guidelines pioneered by General Motors in the 1920s: market segmentation, embracing the latest technological advances, and brand management in the pursuit of consumer repurchases. The article tells how Nokia addresses both GM’s legacy and changes in the business environment. At the end of our paper, we disuss the generalizability of our findings.
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spelling Nokia- The surprising success of textbook wisdomBrandDifferentiationGeneral motorsNokiaProduct policySegmentationMarcaDiferenciaçãoPolítica de produtosSegmentaçãoWhat is the secret behind Nokia’s phenomenal success in mobile phones? More generally, how to succeed in a turbulent high technology market? Historical and comparative studies bring understanding not only about past phenomena, but also insights about current and coming ones. In this paper we compare Ford and General Motors in the 1920s and 1930s with Motorola and Nokia in the 1980s and 1990s. The insight from this comparison is how reinvention of the product, category, relative to the market incumbent’s market conceptualization, is a recipe for success. Nokia’s success in the 1990s was based on following the guidelines pioneered by General Motors in the 1920s: market segmentation, embracing the latest technological advances, and brand management in the pursuit of consumer repurchases. The article tells how Nokia addresses both GM’s legacy and changes in the business environment. At the end of our paper, we disuss the generalizability of our findings.Qual o segredo por detrás do sucesso fenomenal da Nokia nos telefones móveis? De forma mais genérica, como ter sucesso num mercado altamente turbulento? Os estudos históricos e comparativos existentes sobre o assunto revelam conhecimento não apenas sobre fenómenos passados, mas também ideias sobre fenómenos correntes e futuros. Neste artigo comparamos a Ford e a General Motors dos anos 1920 e 1930 com a Motorola e a Nokia dos anos 1980 e 1990. Com base nesta comparação, procura-se saber em que medida constitui receita de sucesso a reinvenção de uma categoria de produto em relação à conceptualização de mercado por parte do incumbente do mercado. O sucesso da Nokia dos anos 90 foi baseado nas linhas orientadoras da General Motors dos anos 20: segmentação do mercado, adopção das últimas novidades tecnológias, e gestão de marcas de forma a facilitar a retenção de clientes. Este artigo explora a forma usada pela Nokia para incorporar o legado da GM assim como as mudanças no ambiente de negócio.Academy of Finland, Liikesivistysrahasto/ The Finnish Foundation for Business Studies.Instituto Superior de Psicologia AplicadaRepositório do ISPAPantzar, MikaAinamo, Antti2016-07-05T18:42:42Z2004-01-01T00:00:00Z2004-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.12/4774engComportamento Organizacional e Gestão, 10, 71-860872-9662info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-09-05T16:40:30Zoai:repositorio.ispa.pt:10400.12/4774Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:22:37.438775Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Nokia- The surprising success of textbook wisdom
title Nokia- The surprising success of textbook wisdom
spellingShingle Nokia- The surprising success of textbook wisdom
Pantzar, Mika
Brand
Differentiation
General motors
Nokia
Product policy
Segmentation
Marca
Diferenciação
Política de produtos
Segmentação
title_short Nokia- The surprising success of textbook wisdom
title_full Nokia- The surprising success of textbook wisdom
title_fullStr Nokia- The surprising success of textbook wisdom
title_full_unstemmed Nokia- The surprising success of textbook wisdom
title_sort Nokia- The surprising success of textbook wisdom
author Pantzar, Mika
author_facet Pantzar, Mika
Ainamo, Antti
author_role author
author2 Ainamo, Antti
author2_role author
dc.contributor.none.fl_str_mv Repositório do ISPA
dc.contributor.author.fl_str_mv Pantzar, Mika
Ainamo, Antti
dc.subject.por.fl_str_mv Brand
Differentiation
General motors
Nokia
Product policy
Segmentation
Marca
Diferenciação
Política de produtos
Segmentação
topic Brand
Differentiation
General motors
Nokia
Product policy
Segmentation
Marca
Diferenciação
Política de produtos
Segmentação
description What is the secret behind Nokia’s phenomenal success in mobile phones? More generally, how to succeed in a turbulent high technology market? Historical and comparative studies bring understanding not only about past phenomena, but also insights about current and coming ones. In this paper we compare Ford and General Motors in the 1920s and 1930s with Motorola and Nokia in the 1980s and 1990s. The insight from this comparison is how reinvention of the product, category, relative to the market incumbent’s market conceptualization, is a recipe for success. Nokia’s success in the 1990s was based on following the guidelines pioneered by General Motors in the 1920s: market segmentation, embracing the latest technological advances, and brand management in the pursuit of consumer repurchases. The article tells how Nokia addresses both GM’s legacy and changes in the business environment. At the end of our paper, we disuss the generalizability of our findings.
publishDate 2004
dc.date.none.fl_str_mv 2004-01-01T00:00:00Z
2004-01-01T00:00:00Z
2016-07-05T18:42:42Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.12/4774
url http://hdl.handle.net/10400.12/4774
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Comportamento Organizacional e Gestão, 10, 71-86
0872-9662
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Instituto Superior de Psicologia Aplicada
publisher.none.fl_str_mv Instituto Superior de Psicologia Aplicada
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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