Analysis of Strategy Focus vs. Market Share in the Mobile Phone Case Business英文文献资料.docVIP

Technology and Investment, 2011, 2, 134-141 doi:10.4236/ti.2011.22014 Published Online May 2011 (http://www.SciRP.org/journal/ti) Analysis of Strategy Focus vs. Market Share in the Mobile Phone Case Business Ville Isoherranen , Pekka Kess 1 2 1 Elektroniikkatie, Oulu, Finland 2 Department of Industrial Engineering and Management Faculty of Engineering, University of Oulu, Finland E-mail: ville.isoherranen@, pekka.kess@oulu.fi Received March 22, 2011; revised April 28, 2011; accepted May 4, 2011 Abstract This study analyses the case business’ strategy focus in relation to its market share development by using the strategy orientation framework. The analysis framework is built to evaluate the characteristics of technology orientation (technology push), market orientation (market pull), customer focus and product focus in the case business. The framework is used to evaluate Nokia mobile phones strategy. Its successful business and busi- ness transformations contribute to the selection. The findings show strong product focus in case business strategy with developments towards market-orientation. Keywords: Strategy, Market Share, Strategy Analysis Framework, Strategy Orientation 1. Introduction based its core-competences [3]. This strategy orientation (technology orientation, tech- nology push; market orientation, market pull; customer focus and product focus) and its relation to market share, will be analysed and discussed in this study. Analysis framework will be build from on literature references as synthesis. The empirical study will be conducted by analyzing case business strategy using the build frame- work. Motivation for this study comes from the notion of that there has not been previously build such framework that would combine the orientations with the market share analysis. The case business NOKIA is an old Finnish company. Company has been founded in 1865. In 1995, it focus