诺基亚公司管理策略及其环境应对措施_英文_

本栏目责任编辑：梁书

中外文学文化研究

1Introduction

Organisations nowadays are increasingly embedded in a fast changing social world characterized by both internal and external forces influencing their actual operation.Alongside the trade lib -eralisation initiated via World Trade Organisation,business today takes into full swing.Nevertheless,precious opportunities bring new challenges.This is especially the case for multinational com -panies like Nokia.Long recognised itself as the market leader in mobile communications,the company has been persistently mak -ing known "connecting people"as its mission.Connecting people,more than just the buzz words,reflects Nokia's solid commitments to providing values to consumers,employees,and the whole com -munity while serving as a compass guiding its future direction (Nokia's Corporate Brochure 2005)[1].

2Nokia's External Environment Response and In -ternal Adaptation

2.1External Environment Response

Since organisations are placed in different geographical lo -cations and are engaged in different business activities with dif -ferent customers,suppliers,market segments,their external envi -ronment is unique to them (Capon 2004)[4].At the macro level,ex -ternal environment consists of such prevailing aspects as political

sector,economic situation,socio-cultural domain,technological in -novation,legal and ethical issue (known as PESTLE analysis).Re -fer back to Daft's (2004)[5]illustration,this is the general environ -ment organisations are set under.At the industry level,on the oth -er hand,factors funnelled down into more specific as their bear -ings on business performance are greater and more direct.For hi-tech industry like Nokia,this mainly comprises market size and movement,competitors,customer dynamics,relationship with vari -ous suppliers,and inner corporate ability in new products're -search and development.

Market size and movement is one important peti -tion becomes intense when firms are aggressively keen to expand their market share.This is possible following the trend of globali -sation.For uprising firms,accessing to wider market will generate more economic return and achieve greater influence if they coor -dinate business well.Nokia's redirection from American market to the Asian Big Two reflects such pioneering vision.Noticing earlier that American and other high -growth markets move closer to maturity from annual turnover as well as from competitor's launch of hot-selling products,Nokia sensitively found potential in Asia's two most populous countries and focused on these markets to strengthen its leader position.The result proves to be blessing as sales went up substantially and as Nokia extended further by

收稿日期：2009-12-26

作者简介：牟微微（1982-），女，浙江台州人，助教，硕士，研究方向为国际商务。

诺基亚公司管理策略及其环境应对措施

牟微微

（浙江万里学院外语学院，浙江宁波315100）

摘要：在当今激烈的国际市场环境下，企业在发展过程中面临各种各样的问题。开放化的市场带给它们众多机遇，但同时也带来一系列的挑战。为在全球市场占据一席之地，跨国企业纷纷出台一些政策来更好地管理公司内外事务，协调各组织管理层的关系，以不断满足全球消费者的需求。该文主要以诺基亚公司为例，分析企业应对内外部环境能力的重要性。关键词：诺基亚公司；策略；外部环境；内部调试中图分类号：F406

文献标识码：A

文章编号：1009-5039(2010)03-0114-02

Nokia's Corporate Strategy and its Environmental Response MOU Wei-wei

(Zhejiang Wanli University,Foreign Languages College,Ningbo 315100,China)

Abstract:In the increasingly competitive global market today,companies faced lots of problems in the development process.Open market brings numerous opportunities for them while a series of challenges as well.To gain a solid position in the world market,companies launch many policies to deal with affairs and coordinate relations among managers so as to satisfy consumers'demand worldwide.This paper will take Nokia company as an example,analysing the importance of the company's capability to respond to external and internal environmental change.

Key words:nokia company;strategy;external environment;internal adaptation

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