Title: Case study – Nokia's strategies in Indian mobile handsets markets during 2002 to 2006

Authors: H.M. Jha Bidyarthi; Ashish K. Srivastava; P.V. Bokad; L.B. Deshmukh

Addresses: Department of Business Administration and Research, Shri Sant Gajanan Maharaj College of Engineering, Shegaon – 444 203, Maharashtra, India. ' Institute of Management, Pt. Ravishankar Shukla University, Raipur – 492 010, Chattisgarh, India. ' Department of Business Administration and Research, Shri Sant Gajanan Maharaj College of Engineering, Shegaon – 444 203, Maharashtra, India. ' Department of Business Administration and Research, Shri Sant Gajanan Maharaj College of Engineering, Shegaon – 444 203, Maharashtra, India

Abstract: The Indian mobile handsets market witnesses today a number of leading brands namely Sony Ericsson, Samsung, LG, Apple, HTC, Blackberry, Motorola, and Acer along with many other new entrants which flooded this market with many low-price editions and with fabulous features, though Nokia is the first which created this market. Unlike the erstwhile radio industry, television industry and many other electronic goods industries in India, which grew with marketing orientation from the stage of production concept to that of societal marketing concept, whereby the market leaders which were instrumental in creation of market, turned out to be victims of erosion of market in favour of rival companies, Nokia beat this growth path in mobile handsets industry differently. Nokia took novel paths that not only kept on strengthening its market potential but also caused its diversification, serving sustainably the interests of all the stakeholders from companies to consumers. The present paper is a case study of Nokia|s success strategies during the years 2002 to 2006 in Indian mobile handsets market, driven purely by its own marketing orientation that suggests many management lessons.

Keywords: market potential; sustainable marketing strategy; electronics industry; technology marketing; India; Nokia; India; mobile handsets; mobile phones; cell phones; telecommunications; mobile communications.

DOI: 10.1504/IJTMKT.2011.043448

International Journal of Technology Marketing, 2011 Vol.6 No.2, pp.178 - 188

Received: 25 Jun 2011
Accepted: 25 Jun 2011
Published online: 30 Sep 2014 *

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