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.
Highlights
The increasing power of buyers in highly competitive markets forces companies to get closer to customers in order to maintain their business and to create valueadding solutions to capture more revenue from their customer base [1,2,3]
We have summarized based on the literature analysis the main characteristics of the strategy orientations of technology orientation, market orientation, customer focus and product focus to Table 1
The analysis framework was build from literature references and the framework was tested with case business strategy evaluation
Summary
The increasing power of buyers in highly competitive markets forces companies to get closer to customers in order to maintain their business and to create valueadding solutions to capture more revenue from their customer base [1,2,3]. Technology oriented companies strategy is based on the technology assets or skills their posses Their drive is to push the new technology to market and create winning strategy by being the first to deploy that technology or the one deploying the most advanced technology in the ongoing race of technology innovations [5,6]. Product focused strategy can be seen as internally focused company’s strategy that pursuits competitive advantage by delivering cutting-edge products with best features, based its core-competences [3]. This strategy orientation (technology orientation, technology push; market orientation, market pull; customer focus and product focus) and its relation to market share, will be analysed and discussed in this study. Motivation for this study comes from the notion of that there has not been previously build such framework that would combine the orientations with the market share analysis
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
