15.7.12

Can Nokia Overcome Another Awful Challenge

By Kate Willow


Lecturers in business schools often choose particular companies to discuss with their students. They like to choose examples of companies that have faced extreme challenges and have survived undaunted by difficulties. Nokia is one such company.

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.

The motor industry grew quickly and became a symbol of economic strength in countries like America and England. Then there was competition from the East; then the issue of carbon emissions and the unsuitability of fossil fuels. Suddenly, what was a secure industry has become insecure.

The story of a paper mill and a rubber boot company that merged to become a multinational vendor of mobile phones with branches in one hundred and twenty countries and nearly 125 000 employees is sufficient to make the eyes of any business school professor glitter. It has all the characteristics that demonstrate the drama of success and narrow escapes in the business jungle.

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.

A paper company started near some fast flowing water in1867 was named after its location in Finland by Frederick Idestam and Leo Mechelin. It was the latter who saw the opportunity to go into electronics early in the twentieth century when gas lamps and coal fires were still in vogue. The rushing waters that had made paper could be used for electricity. The opportunity was resisted by Idelsam for some time and it was Mechelin who persisted, even though the electronic division ran at a loss for years.

During the turbulent twentieth century the company faced many challenges and was at times on the verge of bankruptcy. However, the Industrial Revolution was turning and the electronics industry provided a steady stream of opportunities for innovation. In the 1980s the mobile phone started a new and powerful cycle in technological evolution and the Nokia company was at the forefront with its products becoming a global brand.

Nokia was well ahead of the game when it came to mobile phones. It competed very well with other companies in an arena where competition was fierce, becoming a global brand and a household name. However in this industry research and development was as fast as the rushing waters beside the first paper factory. There is an unstoppable swell towards smart phones. This is a threat and an opportunity. A company that does not keep abreast of the opportunity to create an electronic hand held brain that can fly or drive whatever the next mode of transport will be, could be in trouble.




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