Friday, July 6, 2012

Can Nokia Overcome Another Frightening Challenge

By Kate Willow


The question of whether Nokia can survive another fearsome challenge makes for another interesting case study that teachers in business schools can turn to. It is a story that began more than a century ago but is still alive and dynamic in the twenty-first century.

Change is one of the few constants in the business world. Success is not guaranteed for organizations that seem invincible. In recent times some banks that seemed to be the epitome of security have suddenly gone belly up, leaving their customers furious and confused about whether banks represent prudence or risky competition.

In recent history horse drawn carriages were considered the last word in transportation. They had been used for centuries. Those who scoffed at the notion of a horseless carriage now seem silly, but the petrol driven car could be facing a destiny somewhat similar to that of the stage coach.

The narrative of a company that has faced fearsome threats and made the most of its opportunities is grist to the mill of business school professors. What makes the story still more relevant is the fact that it is ongoing. The company is still strong but facing threats as significant as any that have been met in the evolving business environment of the past century.

The drama of sport is as entertaining now as it was for the Romans, thousands of years ago. Though so much has changed the struggle to compete has not. Does may graze placidly whilst rams fight, but they watch out of the corners of their eyes to see who wins. Th ultimate prize awaits those who can face threats and triumph. So it is in business.

Frederick Idestam started a paper mill in 1867, taking advantage of Finlands natural water and timber resources. He was joined by Leo Mechelin and this demonstrated the value of cooperation. They made their firm into a public company by using the capital raising advantages of the share market and later diversified into rubber boots when the demand for these products ensured lucrative profits. In the early twentieth century Mechelin foresaw a bright future for the electronics industry and persisted in starting a division that was not at first profitable.

The twentieth century saw phenomenal advances in the use of electricity. From public lighting, to entertainment, space travel and communication the use of electricity was explored and exploited. Recent discoveries of the role that it plays in the way that the brain works illustrates how fundamental it is to life on earth. The decision to work in the electronics industry presented the company with a large basket of opportunities.

Nokia made quality mobile phones. They were sold all over the world and established a quality brand name. However, research and development is ongoing and as forceful as the river that ran beside the river of the first paper mill. The challenge is to create tablets and smart phones that sum up the the achievements in electronic communication of the past fifty years. Already one can carry a library in one's pocket. The next step may be towards a device that is an artificial brain that will put the chauffeur and cab driver out of business. It will drive an owner to his destination while he sits chatting to his companion without the inconvenience of a steering wheel or gear lever. It may also ensure the future of the company.




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