Nokia data: A case study on European expansion

Kamran Kashani and Robert Howard

European Management Journal, 1991, vol. 9, issue 1, 46-59

Abstract: In this Case Study of Nokia Data Corporation, Kamran Kashani and Robert Howard examine the company's European growth strategy for the 90s that it was busy discussing in the late 80s. In contrast to its internationally-minded competitors in the computer business, Nokia Data favours a 'multi-domestic' growth strategy which is customer-orientated. This strategy emphasizes strong local identity and domestically-tailored marketing programmes. During management discussions in the company at the time, opinions which did not favour this strategy were expressed based on product range and geographical strength. These interesting discussions are set in the context of the greatly increased competitive situation of the Single European Market.

Date: 1991
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