Analysis of Strategy Focus vs. Market Share in the Mobile Phone Case Business

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 business transformations contribute to the selection. The findings show strong product focus in case business strategy with developments towards market-orientation. ABSTRACT FROM AUTHOR