Nokia’s Comeback — Is it Revival of an Iconic Brand?

Neha Zaidi, Pallavi Tyagi and Animesh Singh
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Neha Zaidi: Galgotias University, India
Pallavi Tyagi: Galgotias University, India
Animesh Singh: Sharda University, India

Asian Case Research Journal (ACRJ), 2019, vol. 23, issue 02, 415-426

Abstract: The case highlights how once a market leader went from glory to decline because of its averseness to change in the dynamic competitive environment. It also emphasises the importance of innovation, flexibility and constant upgradation for sustainability. It talks about constant improvement upon one’s core competencies. The case restates the ideas and theories of Dr. C.K. Prahalad and Gary Hamel that core competencies are not permanent and stagnant, and they need to be acquired, refined, developed and evolved to sustain the competitive advantage.The case further highlights the dynamic nature of the market, and how various forces both internal (to the organisation) and external may overthrow the throne of seemingly big players and how the small players can give them a run for the share. The case can be analyzed through various strategic management frameworks such as PESTEL analysis, TOWS analysis and Porter’s Five Forces Model.

Date: 2019
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DOI: 10.1142/S0218927519500172

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