Nokia’s position in the global communication marketplace


Jeremy G. Cruz, MBA, SBS Swiss Business School, Kloten, CH


Nokia is a global leader in mobile communications whose products have become an integral part of the lives of people all around the world. After over a decade of leading the mobile industry, Nokia, between 2007 and 2012, has fallen behind its competitors who have more recently entered the market. The gap between Nokia, and the competition has increased significantly and Nokia is now struggling in an effort to try to regain its role as a global competitor.

In this article, we are trying to understand what has happened, what the current situation is, and what Nokia could do to return to full profitability and leadership in the current, global marketplace. In order to do that, we have attempted to analyze Nokia’s business-level positioning strategy, including market positioning of its strategic business units, as well as how the positioning strategy influences the competitive and/or cooperative dynamics of the industry. Additionally, we will analyze Nokia’s corporate-level strategy, identifying the businesses the company is in and is considering entering, how they are related or unrelated, and whether and how they create additional value.


Nokia, Business, Communications technologies, Disruptive technologies, Telecommunication Industry