Nokia feels heat as it tries to be cool: How a world leader plays catch‐up in a fickle market

Abstract

Purpose

To review the position of the Finnish mobile phone company Nokia and its strategies to retain a dominant role against increasing competition.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Robert Budden and Christopher Brown‐Humes chart the recent history of Nokia that has witnessed a growing demand for handsets from its main rivals. They set out the challenges facing Nokia and report on how the company is facing them, pointing out that Nokia's fortunes are closely linked with those of Finland where it accounts for about 20 percent of the country's exports. In their second article, they focus on a disappointing reception for N‐Gage, Nokia's new gaming device. Andy Reinhardt, Eric Sylvers and Irene M. Kunii also comment on the reception to N‐Gage – which incorporates a mobile phone, games console, FM radio and digital music player – since it went on sale in October 2003. Their article also looks the latest games available in Japan.

Originality/value

To understand how companies, often described as “market leaders” have to constantly review their strategies in order to maintain their share of an increasingly crowded market and to satisfy increasingly sophisticated consumers.

Citation

(2005), "Nokia feels heat as it tries to be cool: How a world leader plays catch‐up in a fickle market", Strategic Direction, Vol. 21 No. 5, pp. 21-23. https://doi.org/10.1108/02580540510594020