AnttiȱKotaniemiȱ 2ndȱyearȱFullȬtimeȱMasterȱStudies,ȱInternationalȱBusinessȱ

Downfallȱofȱnokiaȱ

Introductionȱ

Mobileȱphoneȱindustryȱisȱoneȱofȱtheȱmostȱdynamicȱandȱcompetitiveȱmarketȱinȱ theȱ world.ȱ Duringȱ theȱ lastȱ decadeȱ theȱ mobileȱ industryȱ haveȱ experiencedȱ manyȱ notableȱ changesȱ suchȱ asȱ introductionȱ ofȱ Apple’sȱ iPhoneȱ andȱ Google’sȱ Androidȱ operatingȱ system.ȱ Lastȱ majorȱ changeȱ occurredȱ whenȱ theȱ Finnishȱ mobileȱ phoneȱ manufacturerȱNokiaȱwasȱacquiredȱbyȱMicrosoftȱinȱ2013.ȱMicrosoftȱswitchedȱtheȱ brandȱnameȱNokiaȱLumiaȱtoȱMicrosoftȱLumiaȱandȱcontinuedȱdevelopingȱLumiaȱ seriesȱsmartphonesȱwithoutȱNokia.ȱForȱaȱdecadeȱFinnishȱmobileȱphoneȱmanufacȬ turerȱNokiaȱwasȱaȱmarketȱleaderȱinȱmobileȱphoneȱmarket.ȱSinceȱtheȱearlyȱ2000sȱ smartphonesȱbecameȱincreasinglyȱpopularȱsegmentȱinsideȱtheȱmobileȱphoneȱinȬ dustry.ȱ Mobileȱ phoneȱ marketȱ leaderȱ Nokiaȱ underestimatedȱ theȱ importanceȱ ofȱ ,ȱandȱalthoughȱremainingȱasȱaȱmarketȱleaderȱforȱentireȱmobileȱphoneȱ industryȱuntilȱtheȱearlyȱ2010s,ȱitȱwasȱunderachievingȱinȱtheȱsmartphoneȱmarketȱinȱ comparisonȱtoȱitsȱmainȱrivalsȱAppleȱandȱSamsung.ȱNokiaȱtriedȱtoȱgainȱaȱmarketȱ leadershipȱinȱtheȱsmartphoneȱindustryȱthroughȱstrategicȱallianceȱwithȱtechnologyȱ companyȱMicrosoft,ȱwhich,ȱhowever,ȱfailedȱtoȱachieveȱitsgoal.ȱ Thisȱarticleȱattemptsȱtoȱexplainȱthroughȱdescriptiveȱresearchȱmethodȱtheȱmainȱ reasonsȱthatȱcausedȱtheȱdownfallȱofȱNokiaȱfromȱbeingȱtheȱmobileȱphoneȱmarketȱ leaderȱ toȱ becomingȱ aȱ formerȱ mobileȱ phoneȱ manufacturerȱ inȱ lessȱ thanȱ 10ȱ years.ȱ Thisȱarticleȱsuggestsȱthatȱindustryȱchangesȱandȱcompany’sȱdecisionȱmakingȱenviȬ ronmentȱ causedȱ anȱ irreversibleȱ declineȱ inȱ Nokiaȱ thatȱ resultedȱ inȱ acquisitionȱ ofȱ ’sȱDevicesȱ&ȱServicesȱunitȱtoȱMicrosoft.ȱ

1.ȱSmartphoneȱmarketȱ

InȱtheȱearlyȱandȱmidȬ2000sȱFinnishȱcompanyȱNokiaȱwasȱaȱtrustedȱbrandȱandȱ theȱundisputedȱmarketȱleaderȱinȱmobileȱphoneȱmarket.ȱNokiaȱhadȱgainedȱmarketȱ leadershipȱfromȱMotorolaȱinȱ1998.ȱHowever,ȱNokiaȱdidȱnotȱunderstandȱaȱcriticalȱ changeȱinȱcustomerȱdemandȱonȱtime.ȱȱConsumersȱinterestsȱchangedȱfromȱfeatureȱ

 239 phones1ȱtoȱtheȱmodernȱsmartphonesȱinȱrelativelyȱshortȱperiodȱofȱtime.ȱAlthoughȱ NokiaȱandȱmanyȱotherȱmobileȱphoneȱmanufacturersȱhadȱsmartphonesȱlongȱbeȬ foreȱtheȱintroductionȱofȱmodernȱsmartphones.ȱTheȱfirstȱiPhoneȱinȱ2007,changedȱ theȱdirectionȱ ofȱtheȱwholemobileȱ phoneȱindustryȱandȱtheȱ modernȱ smartphonesȱ quicklyȱbegantoȱincreaseȱtheirȱpopularity.ȱNokiaȱonȱtheȱotherȱhandȱoverestimatedȱ theȱ valueȱ ofȱ itsȱ ownȱ brandȱ andȱ reactedȱ slowlyȱ toȱ theȱ rapidȱ changesȱ inȱ theȱ smartphoneȱmarket.ȱInsteadȱofȱfocusingȱonȱtheȱsoftware,ȱNokiaȱstubbornlyȱheldȱ onȱtoȱitsȱoutdatedȱSymbianȱoperatingȱsystemȱandȱhardwareȱdesign.ȱȱ SymbianȱOSȱhadȱhelpedȱNokiaȱestablishingȱitsȱmarketȱleaderȱpositionȱinȱtheȱ earlyȱ2000s.ȱHoweverȱunlikeȱitsȱrivalsȱGoogleȱandȱApple,ȱNokiaȱwasȱnotȱableȱtoȱ moderniseSymbianȱOS,ȱwhichȱhadȱsinceȱtheȱintroductionȱofȱmodernȱsmartphonesȱ becomeȱoutdated.ȱEarlyȱsmartphones,ȱsuchȱasȱNokiaȱcommunicatorȱseries,ȱwereȱ mainlyȱtargetedȱonȱbusinessȱusersȱorȱtoȱsatisfyȱaȱneedȱofȱcertainȱotherȱconsumerȱ segment.ȱForȱexample,ȱNokiaȱNȬGage,ȱhandheldȱgamingȱdeviceȱandȱaȱphone,ȱwasȱ marketedȱforȱgamers.ȱByȱmodernȱstandards,ȱearlyȱsmartphonesȱwereȱoftenȱcomȬ plicatedȱandȱhardȱtoȱuseȱandȱdevelopȱappsȱtoȱsinceȱeveryȱsmartphoneȱoperatedȱ differently2.ȱ Mobileȱ ecosystemȱ isȱ somewhatȱ anȱ abstractȱ termȱ thatȱ canȱ beȱ understoodȱ asȱ aȱgroupȱ ofȱ mobileȱ devices,ȱ softwareȱ developmentȱ tools,ȱ deviceȱ manufacturers,ȱ appȱ stores,ȱ applicationȱ developers,ȱ applications,ȱ accessories,ȱ cloudȱ services,ȱ smartphoneȱusersȱandȱoperatingȱsystemsȱthatȱareȱallȱsymbioticallyȱlinkedȱtoȱeachȱ other3.ȱHowȱwellȱallȱtheȱelementsȱaroundȱtheȱecosystemȱwork,ȱdefinesȱtheȱvalueȱ ofȱtheȱparticularȱecosystem.ȱOperatingȱsystemȱisȱaȱeasierȱtoȱunderstand.ȱTheȱoperȬ atingȱsystemȱ(OS)ȱisȱaȱsubȬprogramȱthatȱrunsȱotherȱprogramsȱinȱeveryȱcomputer.ȱ ’sȱWindowsȱisȱprobablyȱoneȱofȱtheȱmostȱwellȬknownȱoperatingȱsystemȱ inȱ theȱ world.ȱ Sinceȱ smartphonesȱ areȱ basicallyȱ aȱ handheldȱ computers,ȱ theyȱ alsoȱ requireȱoperatingȱsystemȱtoȱrunȱandȱmaintainȱappsȱ(programs)ȱandȱotherȱfuncȬ tions.ȱ Theȱ Symbianȱ wasȱ theȱ mainȱ operatingȱ systemȱ forȱ Nokia’sȱ ’sȱ betweenȱ2002–2011.ȱ

2.ȱDevelopmentȱofȱtheȱsmartphoneȱmarketȱ

Nokiaȱenhancedȱitsȱmarketȱshareȱinȱmobileȱphoneȱmarketȱuntilȱ2007.ȱAccordȬ ingȱtoȱDavidȱJ.ȱCordȱNokia’sȱshareȱofȱtheȱglobalȱmobileȱmarketȱhadȱclimbedȱfromȱ 33ȱperȱcentȱinȱ2005ȱtoȱ35ȱperȱcentȱinȱ2006.ȱNextȱyearȱwasȱevenȱbetter;ȱNokiaȱwasȱ  ȱȱ FeatureȱmobileȱphoneȱisȱanȱindustryȱtermȱforȱlowȬendȱmobileȱphones.ȱ ȱȱ T.ȱMartin,ȱTheȱEvolutionȱofȱtheȱsmartphone,ȱPocketnow,ȱ28ȱJulyȱ2014,ȱhttp://pocketnow.com/2014/07/ȱ 28/theȬevolutionȬofȬtheȬsmartphoneȱ[access:ȱ29ȱNovember,ȱ2016].ȱ ȱȱ Whatȱ Isȱ Mobileȱ Ecosystem,ȱ LearnDataModelling.com,ȱ 31ȱ Augustȱ 2015,ȱ https://learndatamodeling.ȱ com/blog/whatȬisȬmobileȬecosystem/ȱ[access:ȱ29ȱNovemberȱ2016].ȱ 240ȱȱ ableȱtoȱsellȱ436ȱmobileȱphonesȱandȱitsȱ marketȱshareȱwasȱaroundȱ 40ȱperȱcentȱinȱ 20074.ȱNokia’sȱnearestȱrivalȱatȱtheȱtimeȱwasȱMotorola5,ȱwhoȱsoldȱaroundȱ164ȱmilȬ lionȱ mobileȱ phonesȱ duringȱ thatȱ year6.ȱ Nokiaȱ wasȱ byȱ farȱ theȱ dominantȱ mobileȱ phoneȱmanufacturer.ȱȱ Dueȱtoȱrisingȱconsumerȱdemandȱforȱsmartphones,ȱtheȱfocusȱofȱmobileȱphoneȱ manufacturersȱ hadȱ graduallyȱ startedȱ toȱ shiftȱ fromȱ hardwareȱ toȱ software.ȱ Thisȱ meantȱthatȱthingsȱsuchȱasȱtheȱnumberȱofȱapplicationsȱinȱappȱstoreȱreplacedȱtheȱ amountȱofȱmegapixelsȱinȱmobileȱphonesȱcameraȱasȱanȱactiveȱelementȱinȱtheȱpurȬ chasingȱdecisionȱofȱaverageȱconsumer.ȱConsumersȱwantedȱtoȱperformȱincreasingȬ lyȱcomplexȱactionsȱwithȱtheirȱsmartphones,ȱnotȱmerelyȱmakingȱphoneȱcalls,ȱtakȬ ingȱpicturesȱandȱsendingȱtextȱmessagesȱorȱemails.ȱSmartphonesȱbecameȱsmarterȱ andȱstartedȱtoȱresembleȱsmallȱhandheldȱcomputersȱwithȱtheirȱcomplexȱsoftwareȱ relatedȱ functionsȱ suchȱ asȱ browsingȱ theȱ internet,ȱ uploadingȱ pictures,ȱ watchingȱ videoȱ clips,ȱ accessingȱ digitalȱ musicȱ stores,ȱ maintainingȱ virtualȱ musicȱ orȱ movieȱ librariesȱandȱdownloadingȱapps7.ȱ Theȱmobileȱphoneȱindustryȱbeganȱtoȱexperienceȱaȱfundamentalȱchangeȱduringȱ theȱendȱofȱfirstȱdecadeȱofȱtheȱ21stȱcentury.ȱSomethingȱnewȱandȱexcitingȱwasȱintroȬ ducedȱinȱmobileȱphoneȱindustry.TheȱlaunchȱofȱiPhoneȱand,ȱsoonȱafterȱGoogle’sȱ openȬsourceȱAndroidȱoperatingȱsystemȱtransformedȱsmartphonesȱintoȱaȱhybridȱofȱ computingȱ andȱ communicationsȱ devicesȱ withȱ enormousȱ andȱ everȱ increasingȱ amountȱofȱsoftwareȱapps.ȱModernȱsmartphonesȱhaveȱsinceȱthatȱnotȱonlyȱcreatedȱ newȱindustriesȱaroundȱtheirȱecosystemȱbutȱreplacedȱentireȱindustries.ȱInterestingȬ lyȱtechnologyȱblogȱGecko&Flyȱhaveȱcalculatedȱthatȱsmartphonesȱhaveȱreplacedȱ50ȱ everydayȱitemsȱsuchȱasȱcameras,ȱlaptops,ȱvoiceȱrecordersȱetc.8ȱ ThereȱareȱnumberȱofȱfactorsȱandȱstrategicȱerrorsȱthatȱcausedȱNokia’sȱfailureȱtoȱ adjustȱ toȱ changesȱ inȱ consumerȱ demandȱ andȱ entirelyȱ newȱ competitiveȱ environȬ ment.ȱMostȱnotablyȱinȱ2006ȱNokiaȱdecidedȱtoȱmoveȱitsȱfocusȱfromȱsmartphonesȱ backȱtoȱfeatureȱmobileȱphones.ȱWhileȱNokia’sȱcoreȱcompetenceȱwasȱinȱradioȱtechȬ nologyȱandȱhardwareȱengineering,ȱsmartphonesȱrequiredȱsoftware,ȱuserȱexperiȬ enceȱ designȱ skillsȱ andȱ competenceȱ inȱ touchȱ screenȱ technologiesȱ thatȱ Nokia,ȱ toȱ someȱ extent,ȱ simplyȱ lackedȱ duringȱ thatȱ time.9ȱ Nokiaȱ failedȱ toȱ understandȱ theȱ

 ȱȱ D.ȱCord,ȱTheȱDeclineȱandȱFallȱofȱNokia,ȱSchildts&Söderströms,ȱBorgåȱ2014,ȱp.ȱ13.ȱ ȱȱ Inȱ2011ȱMotorolaȱMobileȱwasȱacquiredȱbyȱGoogleȱandȱinȱ2014ȱsoldȱtoȱChineseȱLenovo.ȱ ȱȱ M.ȱ Ahmad,ȱ Nokia’sȱ smartphoneȱ problem:ȱ Theȱ endȱ ofȱ anȱ icon?,ȱ CreateSpaceȱ Independentȱ Publishingȱ Platform,ȱNorthȱCharleston,ȱSouthȱCarolina,ȱMayȱ6ȱ2013,ȱp.ȱ84–85.ȱ ȱȱ M.ȱAhmad,ȱNokia’sȱsmartphoneȱproblem…,ȱp.ȱ92–93.ȱ ȱȱ N.ȱTengyuen,ȱ50ȱThingsȱYourȱSmartphoneȱReplacedȱ[OrȱWillȱReplaceȱInȱTheȱFuture],ȱGecko&Fly,ȱNoȬ vemberȱ 19ȱ 2016,ȱ https://www.geckoandfly.com/13143/50ȬthingsȬsmartphoneȬreplacedȬwillȬreplaceȬ future/,ȱ[accessedȱ29ȱNovember,ȱ2016].ȱ ȱȱ T.ȱVuori,ȱQ.ȱHuy,ȱDistributedȱAttentionȱandȱSharedȱEmotionsȱinȱtheȱInnovationȱProcess:ȱHowȱNokiaȱLostȱ theȱSmartphoneȱBattle,ȱ“AdministrativeȱScienceȱQuarterly”ȱ2015,ȱp.ȱ1–43.ȱȱ  241 importanceȱ ofȱ buildingȱ ofȱ anȱ mobileȱ ecosystemȱ aroundȱ theȱ smartphone10.ȱ Inȱ aȱnutshell,Nokia’sȱdemiseȱwasȱfundamentallyȱcausedȱbyȱitsȱinabilityȱtoȱadaptȱandȱ developȱaȱworkingȱoperatingȱsystem,ȱsmartphoneȱecosystemȱandȱtoȱattractȱmoȬ bileȱappȱdevelopersȱandȱinterestȱofȱconsumers.ȱȱ Duringȱtheȱlateȱ2000sȱitȱbecameȱincreasinglyȱevidentȱthatȱNokiaȱwouldȱneedȱ aȱpartnerȱ thatȱ wouldȱ haveȱ softwareȱ expertise.ȱ Symbianȱ operatingȱ systemȱ thatȱ Nokiaȱwasȱusingȱasȱaȱplatformȱforȱitsȱsmartphonesȱduringȱthatȱtimeȱhadȱbecomeȱ outdatedȱcomparedȱtoȱitsȱrivalsȱApple’sȱiOSȱandȱGoogle’sȱAndroid.ȱAtȱtheȱtimeȱ NokiaȱwasȱdevelopingȱaȱnewȱLinuxȬbasedȱoperatingȱsystemȱwithȱIntelȱtoȱreplaceȱ .’sȱdevelopmentȱwasȱlaterȱabandonedȱwhenȱNokiaȱandȱMicrosoftȱ announcedȱtheirȱstrategicȱalliance.ȱNokiaȱhadȱtwoȱoptions;ȱitȱcouldȱstartȱdevelopȬ ingȱoperatingȱsystemȱwithȱGoogle’sȱAndroidȱorȱMicrosoft’sȱWindowsȱmobileȱOS.ȱ Nokiaȱ choseȱ toȱ enterȱ cooperationȱ withȱ Microsoft.ȱ Microsoftȱ hadȱ triedȱ toȱ enterȱ mobileȱmarketȱfirstȱtimeȱinȱ2000ȱwhenȱitȱintroducedȱTabletȱPC,ȱwithȱmobileȱverȬ sionȱofȱWindowsȱOS11ȱNokia’sȱproblemsȱwithȱsmartphonesȱpresentedȱaȱnewȱopȬ portunityȱforȱMicrosoftȱtoȱenterȱpotentiallyȱlucrativeȱmarket.ȱȱ

3.ȱStrategicȱallianceȱ

Muchȱlikeȱaȱmarriage,ȱstrategicȱallianceȱisȱaȱformȱofȱpartnershipȱwhereȱtwoȱ companiesȱ takeȱ advantageȱ ofȱ eachȱ other’sȱ coreȱ strengthsȱ andȱ shareȱ theirȱ ownȱ strengthsȱ withȱ theirȱ strategicȱ partner.ȱ Partnersȱ canȱ beȱ potentialȱ competitors.ȱ Globalȱ Strategicȱ Allianceȱ isȱ aȱ termȱ usedȱ ofȱ strategicȱ allianceȱ partnershipȱ whenȱ cooperatingȱpartnerȱcompaniesȱoriginateȱfromȱdifferentȱcountry.ȱTheȱmainȱbenefitȱ ofȱstrategicȱallianceȱisȱthatȱitȱenablesȱcomplementaryȱskillsȱandȱassetsȱthatȱaȱsingleȱ companyȱcouldn’tȱeasilyȱdevelopȱonȱitsȱown.ȱ Inȱ2011,ȱNokiaȱandȱMicrosoftȱestablishedȱaȱbroadȱstrategicȱallianceȱthatȱaimedȱ toȱ useȱ theirȱ complementaryȱ strengthsȱ toȱ createȱ aȱ newȱ mobileȱ ecosystemȱ underȱ Microsoft’sȱ WindowsȱMobileȱOS.ȱMicrosoftȱhadȱextensiveȱsoftwareȱengineeringȱ skillsȱandȱNokiaȱhadȱaȱstrongȱglobalȱbrandȱandȱskillsȱregardedȱtoȱmobileȱphoneȱ manufacturing,ȱelectricalȱengineering,ȱdesignȱandȱmarketing.ȱAnȱadditionalȱaimȱ ofȱtheȱstrategicȱallianceȱwasȱtoȱintroduceȱaȱcompetitiveȱoperatingȱsystemȱtoȱApȬ ple’sȱiOSȱandȱGoogle’sȱAndroid.ȱTheȱfirstȱsmartphoneȱthatȱresultedȱfromȱstrategicȱ allianceȱbetweenȱMicrosoftȱandȱNokiaȱreachedȱtheȱmarketȱinȱlateȱ2012,ȱbutȱwasȱ tooȱlateȱtoȱchallengeȱdominanceȱofȱSamsungȱandȱAppleȱatȱthatȱtime12.ȱ  ȱȱM.ȱAhmad,ȱNokia’sȱsmartphoneȱproblem…,ȱp.ȱ91.ȱ ȱȱAȱBriefȱHistoryȱofȱWindowsȱMobile,ȱNotebooks.com,ȱ12ȱAprilȱ2010,ȱhttp://notebooks.com/2010/04/12/aȬ briefȬhistoryȬofȬwindowsȬmobile/ȱ[access:ȱ29ȱNovember,ȱ2016].ȱ ȱȱC.ȱHill,ȱM.ȱSchilling,ȱG.ȱJones,ȱStrategicȱManagementȱTheory:ȱAnȱIntegratedȱApproach,ȱ12thȱedition,ȱCenȬ gageȱLearning,ȱBostonȱ2016,ȱp.ȱ269.ȱ 242ȱȱ AccordingȱtoȱChrisȱHuxhamȱandȱSivVangen,ȱorganizationsȱtypicallyȱcollaboȬ rateȱ ifȱ theyȱ areȱ notȱ ableȱ toȱ achieveȱ theirȱ objectivesȱ alone.ȱ Collaborationȱ oftenȱ meansȱ bringingȱ togetherȱ differentȱ resourcesȱ includingȱ technologyȱ orȱ expertise.ȱ SuchȱasȱitȱwasȱtheȱcaseȱduringȱNokia’sȱandȱMicrosoft’sȱcollaboration,ȱwithȱinterȬ companyȱcollaborationȱtwoȱcompaniesȱcanȱtakeȱaȱproductȱtoȱmarket;ȱoneȱcompaȬ nyȱprovidesȱtheȱproductȱwhileȱotherȱprovidesȱtheȱaccessȱtoȱtheȱmarket.Huxhamȱ andȱVangenȱstatesȱthatȱseekingȱcollaborativeȱadvantageȱisȱaȱresourceȬconsumingȱ activityȱwhichȱshouldȱonlyȱbeȱconsideredȱwhenȱtheȱgoalsȱareȱreallyȱworthȱpursuȬ ing13.UnderȱWindowsȱMobileȱOSȱNokiaȱcreatedȱaȱsmartphoneȱseriesȱNokiaȱLuȬ mia.ȱ Itȱ seemsȱ obviousȱ thatȱ Nokia’sȱ motivationȱ toȱ enterȱ strategicȱ allianceȱ withȱ Microsoftȱ wasȱ toȱ regainȱ theȱ lostȱ marketȱ leaderȱ positionȱ byȱ gainingȱ accessȱ andȱ exploitingȱMicrosoft’sȱmajorȱsoftwareȱresources.ȱ

4.ȱElopȱburiedȱSymbianȱaliveȱ

InȱSeptemberȱ2010,ȱStephenȱElop,ȱaȱformerȱheadȱofȱMicrosoft´sȱBusinessȱDiviȬ sion,ȱ wasȱ appointedȱ asȱ theȱ CEOȱ ofȱ Nokiaȱ Corporation.ȱ Inȱ Februaryȱ 2011,ȱ Elopȱ sentȱhisȱfamousȱinternalȱmemoȱtitledȱtheȱBurningȱPlatformȱtoȱallȱtheȱemployeesȱofȱ Nokia.ȱ Soonȱ afterȱ this,ȱ theȱ memowasȱ accidentallyȱ leakedȱ toȱ media.ȱ Theȱ memoȱ comparedȱtheȱsituationȱofȱNokiaȱinȱtheȱsmartphoneȱmarket,ȱtoȱaȱpersonȱstandingȱ onȱ aȱ burningȱ oilȱ platform14.ȱ Thanksȱ toȱ Burningȱ Platformȱ memoȱ andȱ Elop’sȱ anȬ nouncementȱtoȱstopȱtheȱdevelopmentȱofȱtheȱinȬhouseȱmobileȱoperatingȱsystems,ȱ SymbianȱOSȱandȱMaemo,ȱNokia’sȱsmartphoneȱsalesȱdeclinedȱsignificantly.ȱNokiaȱ releasedȱitsȱonlyȱMaemophoneȱN9ȱinȱJuneȱ2011.ȱDespiteȱtheȱgenerallyȱfavourableȱ reviewȱ mostȱ reviewersȱ didȱ notȱ recommendȱ toȱ buyȱ theȱ N9ȱ becauseȱ ofȱ Nokia´sȱ earlierȱdecisionȱtoȱstopȱtheȱdevelopmentȱofȱMaemo.ȱItȱwouldȱnotȱmakeȱanyȱsenseȱ toȱbuyȱaȱsmartphoneȱthatȱwouldȱnotȱhaveȱanyȱcontentȱorȱupdatesȱinȱtheȱnearȱfuȬ ture.ȱ Elop’sȱactionsȱduringȱthatȱtimeȱcanȱbeȱcomparedȱtoȱtheȱRatnerȱEffectȱandȱOsȬ bourneȱEffect.ȱElopȱmanagedȱtoȱdoȱprematureȱannouncementȱofȱnewȱproductȱandȱ commentȱnegativelyȱonȱexistingȱproducts.ȱAlthoughȱitȱwasȱknownȱforȱsomeȱtimeȱ thatȱNokia´sȱ Symbianȱ phonesȱwereȱnoȱlongerȱ competitiveȱagainstȱiOSȱandȱAnȬ droid,ȱtheyȱstillȱgeneratedȱsignificantȱprofits.ȱElop´sȱannouncementȱwasȱtheȱlastȱ nailȱ onȱ theȱ coffinȱ thatȱ effectivelyȱ transformedȱ theȱ Symbianȱ marketȱ toȱ virtuallyȱ nonȬexisting.ȱAtȱtheȱsameȱtime,ȱNokia´sȱfirstȱWindowsȱPhoneȱwouldȱnotȱbeȱreadyȱ forȱaȱyear,ȱandȱonceȱtheyȱwereȱreleasedȱtheirȱsalesȱwereȱnotȱenoughȱtoȱreplaceȱtheȱ

 ȱȱC.ȱ Huxham,ȱ S.ȱ Vangen,ȱ Managingȱ toȱ Collaborate:ȱ Theȱ theoryȱ andȱ practiceȱ ofȱ collaborativeȱ advantage,ȱ Routledge,ȱNewȱYorkȱ2005,ȱp.ȱ5,ȱ13.ȱ ȱȱAȱplatformȱisȱusedȱasȱaȱsynonymȱforȱanȱoperatingȱsystem.ȱ  243 volumeȱandȱprofitȱofȱSymbianȱdevicesȱhadȱgenerated.ȱFurthemoreȱthefirstȱLumiaȱ phonesȱwereȱreleasedȱinȱ26ȱOctoberȱ201115.ȱ

5.ȱCrossȬborderȱacquisitionȱȱ

CrossȬborderȱmergers,ȱstrategicȱalliancesȱandȱacquisitionsȱhaveȱbecomeȱmoreȱ commonȱwayȱtoȱaȱcompanyȱtoȱgainȱgrowthȱandȱexpansion,ȱbutȱtheyȱmustȱvalueȱ theȱtargetȱenterpriseȱonȱtheȱbasisȱofȱitsȱperformanceȱinȱtheȱmarketȱthroughȱenterȬ priseȱ valuationȱ andȱ byȱ combiningȱ elementsȱ ofȱ strategy,ȱ management,ȱ andȱ fiȬ nance.ȱTheȱpotentialȱcoreȱcompetenciesȱandȱcompetitiveȱadvantagesȱofȱtheȱtargetȱ firmȱattractȱtheȱacquisitionȱfromȱstrategicalȱpointȱofȱview16.ȱ InȱthisȱarticleȱweȱwillȱfocusȱonȱtheȱconceptȱofȱcrossȬborderȱacquisitionȱfromȱ viewpointȱofȱ Nokiaȱcase.ȱCrossȬborderȱ acquisitionsȱhaveȱmanyȱ notableȱ benefitsȱ andȱadvantages.ȱThroughȱacquiringȱanȱexistingȱcompany,ȱbuyerȱcompanyȱshortȬ ensȱtheȱtimeȱthatȱisȱrequiredȱtoȱgainȱaȱcompetitiveȱentryȱandȱpositionȱinȱtheȱmarȬ ket.ȱAcquiringȱexistingȱcompanyȱthroughȱcrossȬborderȱacquisitionȱmayȱbeȱaȱcostȬ effectiveȱwayȱofȱgainingȱnewȱtechnology,ȱbrandȱnamesȱandȱlogisticȱorȱdistributionȱ advantages,ȱwhileȱsimilarlyȱeliminatingȱaȱlocalȱcompetitor.ȱHowever,ȱmuchȱlikeȱ allȱacquisitions,ȱtheȱcrossȬborderȱacquisitionsȱdon’tȱlackȱitsȱdisadvantages.ȱMuchȱ likeȱallȱacquisitions,ȱthereȱisȱalwaysȱaȱriskȱofȱpayingȱtooȱmuchȱorȱsufferingȱotherȱ financialȱ costs.ȱ Historyȱ hasȱ shownȱ thatȱ integratingȱ differentȱ corporateȱ culturesȱ mayȱ beȱ aȱ difficultȱ process.ȱ Oftenȱ afterȱ acquisition,ȱ considerableȱ downsizedȱ areȱ requiredȱdueȱtoȱeconomiesȱofȱscaleȱandȱprofitability.ȱInȱmostȱcasesȱtheȱthreatȱofȱ downsizesȱfurtherȱlowersȱtheȱcompany’sȱproductivityȱwhenȱemployeesȱattemptȱ toȱ saveȱ theirȱ jobs.ȱ Inȱ crossȬborderȱ acquisitionsȱ hostȱ governmentsȱ mightȱ tryȱ toȱ interveneȱinȱacquisitionȱprocessesȱforȱpoliticalȱreasons17.ȱ Onȱ3thȱofȱSeptemberȱ2013ȱMicrosoftȱannouncedȱitsȱplansȱtoȱacquireȱNokia’sȱ Devicesȱ&ȱServicesȱunitȱandȱallȱofȱitsȱbusinessesȱforȱEURȱ3,79ȱbillionȱandȱinȱaddiȬ tionȱpayȱEUR1,65ȱbillionȱforȱȱlicensingȱofȱNokia’sȱpatents.ȱEURȱ5,44ȱbillionȱdealȱ wasȱclosedȱonȱ25thȱofȱAprilȱ2014.ȱOnȱtheȱsameȱdayȱMicrosoftȱformallyȱappointedȱ formerȱNokiaȱCEOȱStephenȱElopȱasȱtheȱnewȱheadȱofȱMicrosoft’sȱDevicesȱGroup.ȱ Devicesȱ Groupȱ addedȱ Lumiaȱ smartphonesȱ andȱ tablets,ȱ asȱ wellȱ asȱ otherȱ Nokiaȱ mobileȱphones,ȱtoȱitsȱexistingȱportfolio.ȱDeviceȱGroupȱportfolioȱalreadyȱexistedȱofȱ MicrosoftȱSurfaceȱtablets,ȱXboxȱvideoȱgameȱconsole,ȱandȱvariousȱhardwareȱaccesȬ

 ȱȱHowȱ Stephenȱ Elopȱ killedȱ Nokia:ȱ Twoȱ keyȱ lessonsȱ forȱ yourȱ business,ȱ Startupȱ Smart,ȱ Septemberȱ 4,ȱ 2013,ȱ http://www.startupsmart.com.au/technology/howȬstephenȬelopȬkilledȬnokiaȬtwoȬkeyȬlessonȬforȬ yourȬbusiness/ȱ[access:ȱ29ȱNovember,ȱ2016].ȱ ȱȱD.ȱEiteman,ȱA.ȱStonehill,ȱM.ȱMoffet,ȱMultinationalȱBusinessȱFinance:ȱEleventhȱEdition,ȱPearsonȱEducaȬ tionȱInc.,ȱBostonȱ2007,ȱp.ȱ614.ȱ ȱȱIbidem,ȱp.ȱ617–618.ȱ 244ȱȱ sories.ȱThroughȱacquisitionȱ32ȱ000ȱemployeesȱofȱNokiaȱmovedȱ toȱworkȱforȱMiȬ crosoft18.ȱ

Conclusionsȱ

Afterȱ acquisitionȱ wasȱ completed,ȱ aȱ conspiracyȱ theoryȱ circulatedȱ widelyȱ inȱ Finland’sȱmedia,ȱaccusingȱStephenȱElopȱforȱbeingȱaȱTrojanȱhorseȱplantedȱbyȱMiȬ crosoftȱinȱNokiaȱtoȱlowerȱNokia’sȱmarkedȱvalue.ȱAccordingȱtoȱtheoryȱafterȱlowerȬ ingȱ valueȱ ofȱ Nokia’sȱ shares,ȱ Microsoftȱ couldȱ acquireȱ theȱ formerȱ mobileȱ marketȱ leaderȱinȱcheaperȱprice.ȱTheȱburningȱplatformȱmemoȱandȱElop’sȱrefusalȱtoȱmoveȱ hisȱfamilyȱfromȱCanadaȱtoȱFinlandȱduringȱhisȱtenureȱinȱsomeȱsenseȱsupportsȱthisȱ claim.ȱ Inȱ retrospect,ȱ however,ȱ theȱ Trojanȱ horseȱ theoryȱ seemsȱ highlyȱ unlikely.ȱ Thereȱ areȱ numberȱ ofȱ factorsȱ thatȱ backȱ thisȱ up.ȱ Firstȱ ofȱ allȱ JormaȱOllilla,ȱ formerȱ CEOȱ andȱ chairmanȱ ofȱ Nokiaȱ (1999–2012)ȱ hadȱ aȱ majorȱ roleȱ inȱ selectionȱ ofȱ newȱ CEOȱ asȱ aȱ replacementȱ forȱ OlliȬPekkaȱ Kallasvuo.ȱ Ollilaȱ hasȱ publiclyȱ statedȱ thatȱ StephenȱElopȱwasȱnotȱhisȱfirstȱchoice,ȱbutȱhasȱrefusedȱtoȱnameȱtheȱfirstȱcandidate.ȱ HoweverȱDavidȱJ.ȱCordȱconcludedȱinȱhisȱbook,ȱTheȱDeclineȱandȱFallȱofȱNokia,ȱthatȱ theȱ numberȱ oneȱ choiceȱ forȱ positionȱ wasȱ Scottȱ McNealy,ȱ theȱ coȬfounderȱ ofȱ Sunȱ Microsystems,ȱwhoȱhoweverȱturnedȱtheȱofferȱdownȱafterȱcontemplatingȱitȱforȱaȱ longȱtime.ȱTheȱtwoȱremainingȱcandidatesȱleftȱwereȱExecutiveȱViceȱPresidentȱandȱaȱ memberȱofȱNokiaȱGroupȱExecutiveȱBoardȱAnssiȱVanjokiȱandȱStephenȱElop19.ȱ ItȱisȱfairȱtoȱsayȱthatȱproblemsȱthatȱNokiaȱwasȱexperiencingȱduringȱ2010ȱhadȱ startedȱlongȱbeforeȱElopȱwasȱappointedȱasȱCEOȱofȱNokia.ȱBiggestȱproblemȱwasȱ theȱoperatingȱsystemȱandȱtheȱentireȱecosystemȱwhichȱdidȱnotȱattractȱconsumersȱasȱ aȱsameȱlevelȱasȱiOSȱandȱAndroid.ȱNokia’sȱdecisionȱtoȱreactȱslowlyȱtoȱaȱdisruptedȱ smartphoneȱmarketȱwasȱaȱcostlyȱmistake.ȱInstead,ȱNokiaȱshouldȱhaveȱintroducedȱ aȱ competitiveȱ smartphoneȱ operatingȱ systemȱ significantlyȱ fasterȱ thanȱ itȱ actuallyȱ did.ȱ Insteadȱ theȱ managementȱ ofȱ Nokiaȱ decidedȱ toȱ ignoreȱ changesȱ inȱ consumerȱ preferencesȱ longȱ beforeȱ Stephenȱ Elopȱ wasȱ appointedȱ asȱ theȱ CEOȱ ofȱ Nokia.ȱ Shrinkingȱmarketȱsharesȱandȱshrinkingȱprofitȱmarginsȱandȱdecliningȱsalesȱshouldȱ haveȱcausedȱaȱwayȱgreaterȱreactionsȱinȱNokia’sȱmanagement.ȱThereȱisȱnoȱrealisticȱ scenarioȱthatȱtheȱoldȱSymbianȱOSȱwouldȱsuddenlyȱresultȱinȱincreasedȱdemandȱorȱ evenȱ attractȱ applicationȱ developers.ȱ Nokiaȱ hadȱ toȱ changeȱ theȱ operatingȱ systemȱ andȱcreateȱanȱentireȱecosystemȱmuchȱfasterȱthanȱitȱactuallyȱdidȱtoȱremainȱcompetȬ itive20.ȱ

 ȱȱMicrosoftȱostaaȱNokianȱmatkapuhelimet,ȱTaloussanomat,ȱ3ȱSeptemberȱ2013,ȱhttp://www.iltasanomat.fi/ȱ taloussanomat/porssiuutiset/artȬ2000001808135.html,ȱ[accessedȱ29ȱNovemberȱ2016].ȱ ȱȱD.ȱCord,ȱTheȱDecline…,ȱp.ȱ190–192.ȱ ȱȱIbidem,ȱp.ȱ213.ȱ  245 Smartphoneȱ marketȱ operatesȱ inȱ aȱ paradoxicalȱ manner;ȱ consumersȱ willȱ notȱ buyȱaȱmobileȱdeviceȱifȱitȱdoesn’tȱofferȱatȱleastȱtheȱminimumȱamountȱofȱapplicaȬ tions,ȱ andȱ developersȱ won’tȱ investȱ developmentȱ resourcesȱ unlessȱ theȱ platformȱ offersȱ aȱ significantȱ numberȱ ofȱ users.ȱ Inȱ aȱ sense,ȱ Microsoftȱ hadȱ aȱ considerablyȱ moreȱassetsȱtoȱlooseȱwhenȱtheyȱengagedȱinȱstrategicȱallianceȱwithȱNokia.ȱNokiaȱ wasȱ supposedȱ toȱ workȱ asȱ aȱ showcaseȱ toȱ Windowsȱ Mobileȱ whichȱ noȱ majorȱ smartphoneȱmanufacturerȱwasȱusingȱasȱanȱoperatingȱsystemȱinȱtheirȱphonesȱandȱ numberȱofȱapplicationsȱremainedȱveryȱlimitedȱcomparedȱtoȱAndroidȱandȱiOS.ȱ Whyȱ didȱ Nokiaȱ chooseȱ toȱ haveȱ strategicȱ allianceȱ withȱ Microsoftȱ insteadȱ ofȱ Android?ȱThisȱcomesȱdownȱtoȱtheȱoperatingȱsystemȱandȱecosystemȱandȱNokia’sȱ differentiationȱ strategy.ȱ Windowsȱ Mobileȱ OSȱ (Windowsȱ Phone)ȱ offeredȱ aȱ thirdȱ alternativeȱandȱaȱwayȱforȱNokiaȱtoȱdifferentiateȱitselfȱfromȱcompetitorsȱplatforms:ȱ Google’sȱAndroidȱandȱApplesȱiOS.ȱManyȱofȱtheȱmobileȱphoneȱmanufacturerssuchȱ asȱHTC,ȱSamsung,ȱSonyȬEricssonȱ(Sony),ȱLGȱandȱMotorolaȱgraduallyȱswitchedȱtoȱ usingȱ Google’sȱ Androidȱ OS.ȱ Ifȱ itȱ hadȱ chosenȱ Android,ȱ Nokiaȱ wouldȱ haveȱ notȱ beenȱ ableȱ toȱ differentiateȱ fromȱ otherȱ mobileȱ phoneȱ manufacturers.ȱ Withȱ MiȬ crosoft,ȱNokiaȱwasȱableȱtoȱbringȱanȱalternativeȱonȱtheȱtable.ȱȱ Afterȱtheȱbeginningȱofȱtheȱsmartphoneȱwars,ȱtheȱheavyweightȱtitleȱfightȱoverȱ theȱmarketȱshiftedȱtoȱbeȱresultedȱbetweenȱAppleȱandȱSamsung,ȱwhileȱNokia’sȱroleȱ wasȱ toȱ fadeȱ awayȱ fromȱ theȱ entireȱ marketȱ withȱ constantlyȱ fallingȱ marketȱ share.ȱ Nokia’sȱfateȱresemblesȱnowȱbankruptȱhomeȬvideoȱrentalȱchainȱtheȱBlockbusters.ȱ Blockbusters,ȱmuchȱlikeȱNokia,ȱfailedȱtoȱrecognizeȱandȱreactȱtoȱtheȱthreatȱofȱnovelȱ innovationȱ onȱtime.ȱTechnologicalȱimprovements,ȱsuchȱasȱincreasedȱbroadbandȱ speed,ȱenabledȱstreamingȱlargeȱvideoȱfilesȱoverȱtheȱinternet.ȱCompanies,ȱsuchȱasȱ Netflix,ȱtookȱadvantageȱofȱnewȱmodel.ȱWhileȱBlockbusterȱfailedȱtoȱrecognizeȱtheȱ threatȱthatȱonlineȱstreamingȱservicesȱposedȱtoȱitsȱchainȱofȱbrickȬandȬmortarȱvideoȱ stores.ȱYetȱanotherȱexampleȱisȱKodak.ȱTheȱcompanyȱenteredȱbankruptcyȱinȱ2012,ȱ afterȱsmartphonesȱreplacedȱdigitalȱcameras21.ȱ

Referencesȱ

AȱBriefȱHistoryȱofȱWindowsȱMobile,ȱNotebooks.com,ȱAprilȱ12ȱ2010,ȱhttp://notebooks.com/ȱ 2010/04/12/aȬbriefȬhistoryȬofȬwindowsȬmobile/.ȱ Ahmadȱ M.,ȱ Nokia’sȱ smartphoneȱ problem:ȱ Theȱ endȱ ofȱ anȱ icon?,ȱ CreateSpaceȱ Independentȱ PublishingȱPlatform,ȱNorthȱCharleston,ȱSouthȱCarolina,ȱMayȱ6ȱ2013.ȱ BrassingtonF.,ȱPettittȱS.,ȱEssentialsȱofȱMarketing:ȱThirdȱedition,ȱPearsonȱEducationȱLimited,ȱ Essexȱ2013.ȱ CordȱD.,ȱTheȱDeclineȱandȱFallȱofȱNokia,ȱSchildts&Söderströms,ȱBorgåȱ2014.ȱ

 ȱȱL.ȱDownes,ȱP.ȱNunes,ȱBigȱBangȱDisruption:ȱBusinessȱSurvivalȱinȱtheȱAgeȱofȱConstantȱInnovation,ȱPortfoȬ lioȱPenguin,ȱUK,ȱ2014,ȱp.ȱ189Ȭ192.ȱ 246ȱȱ DownesȱL.,ȱNunesȱP.,ȱBigȱBangȱDisruption:ȱBusinessȱSurvivalȱinȱtheȱAgeȱofȱConstantȱInnovaȬ tion,ȱPortfolioȱPenguin,ȱUK,ȱ2014.ȱ EitemanȱD.,ȱStonehillȱA.,ȱMoffet.,ȱMultinationalȱBusinessȱFinance:ȱEleventhȱEdition,ȱPearsonȱ EducationȱInc.,ȱBostonȱ2007.ȱ HillȱC.,ȱSchillingȱM.,ȱJonesȱG.,StrategicȱManagementȱTheory:ȱAnȱIntegratedȱApproach,ȱ12thȱ edition,ȱCengageȱLearning,ȱBostonȱ2016.ȱ HowȱStephenȱElopȱkilledȱNokia:ȱTwoȱkeyȱlessonsȱforȱyourȱbusiness,ȱStartupȱSmart,ȱSeptemberȱ4ȱ 2013,ȱ http://www.startupsmart.com.au/technology/howȬstephenȬelopȬkilledȬnokiaȬ twoȬkeyȬlessonȬforȬyourȬbusiness/.ȱ Huxhamȱ C.,ȱ Vangenȱ S.,ȱ Managingȱ toȱ Collaborate:ȱ Theȱ theoryȱ andȱ practiceȱ ofȱ collaborativeȱ advantage,ȱRoutledge,ȱNewȱYorkȱ2005.ȱ MartinȱT.,ȱTheȱEvolutionȱofȱtheȱsmartphone,ȱPocketnow,ȱJulyȱ28ȱ2014,ȱhttp://pocketnow.ȱ com/2014/07/28/theȬevolutionȬofȬtheȬsmartphone.ȱȱ Microsoftȱ ostaaȱ Nokianȱ matkapuhelimet,ȱ Taloussanomat,ȱ Septemberȱ 3ȱ 2013,ȱ http://www.ȱ iltasanomat.fi/taloussanomat/porssiuutiset/artȬ2000001808135.html.ȱ Tengyuenȱ N.,ȱ 50ȱ Thingsȱ Yourȱ Smartphoneȱ Replacedȱ [ȱ Orȱ Willȱ Replaceȱ Inȱ Theȱ Future],ȱ Gecko&Fly,ȱNovemberȱ19ȱ2016.ȱ Vincentȱ J.,ȱ Fourȱ Reasonsȱ whyȱ Microsoftȱ hadȱ toȱ buyȱ Nokia,ȱ Independent,ȱ Septemberȱ 3ȱ 2013,ȱ http://www.independent.co.uk/lifeȬstyle/gadgetsȬandȬtech/features/fourȬreaȬȱ sonsȬwhyȬmicrosoftȬhadȬtoȬbuyȬnokiaȬ8796638.html.ȱ VuoriȱT.,ȱHuyȱQ.,ȱDistributedȱAttentionȱandȱSharedȱEmotionsȱinȱtheȱInnovationȱProcess:ȱHowȱ NokiaȱLostȱtheȱSmartphoneȱBattle,ȱ“AdministrativeȱScienceȱQuarterly”ȱ2015.ȱ WhatȱIsȱMobileȱEcosystem,ȱLearnDataModelling.com,ȱAugustȱ31ȱ2015.ȱ

Summaryȱ

Mobileȱphoneȱindustryȱisȱoneȱofȱtheȱmostȱdynamicȱandȱcompetitiveȱmarketȱinȱtheȱworld.ȱ ForȱaȱdecadeȱFinnishȱmobileȱphoneȱmanufacturerȱNokiaȱwasȱaȱmarketȱleaderȱinȱmobileȱ phoneȱmarket.ȱSinceȱtheȱearlyȱ2000sȱsmartphonesȱbecameȱincreasinglyȱpopularȱsegmentȱ insideȱ theȱ mobileȱ phoneȱ industry.ȱ Mobileȱ phoneȱ marketȱ leaderȱ Nokiaȱ underestimatedȱ theȱ importanceȱ ofȱ smartphones,ȱ andȱ althoughȱ remainingȱ asȱ aȱ marketȱ leaderȱ forȱ entireȱ mobileȱphoneȱindustryȱuntilȱtheȱearlyȱ2010s,ȱitȱwasȱunderachievingȱinȱtheȱsmartphoneȱ marketȱinȱcomparisonȱtoȱitsȱmainȱrivalsȱAppleȱandȱSamsung.ȱNokiaȱtriedȱtoȱgainȱaȱmarȬ ketȱ leadershipȱ inȱ theȱ smartphoneȱ industryȱ throughȱ strategicȱ allianceȱ withȱ technologyȱ companyȱMicrosoft.ȱStrategicȱalliance,ȱhowever,ȱfailedȱtoȱachieveȱthisȱgoal.ȱThisȱarticleȱ attemptsȱtoȱexplainȱthroughȱdescriptiveȱresearchȱmethodȱtheȱmainȱreasonsȱthatȱcausedȱ theȱdownfallȱofȱNokiaȱfromȱbeingȱtheȱmobileȱphoneȱmarketȱleaderȱtoȱbecomingȱaȱformerȱ mobileȱ phoneȱ manufacturerȱ inȱ lessȱ thanȱ 10ȱ years.ȱ Thisȱ articleȱ suggestsȱ thatȱ industryȱ changesȱandȱcompany’sȱdecisionȱmakingȱenvironmentȱcausedȱanȱirreversibleȱdeclineȱinȱ NokiaȱthatȱresultedȱinȱacquisitionȱofȱNokia’sȱDevicesȱ&ȱServicesȱunitȱtoȱMicrosoft.ȱ

Keywords:ȱNokia,ȱMicrosoft,ȱGoogle,ȱApple,ȱsmartphone,ȱmobileȱphone,ȱstrategicȱmanȬ agement,ȱ globalȱ strategicȱ alliance,ȱ marketȱ positioning,ȱ marketȱ strategy,ȱ mergersȱ andȱ acquisitionsȱ

 247 UPADEKȱNOKIIȱ Streszczenieȱ Jednymȱzȱnajbardziejȱdynamicznychȱ iȱ konkurencyjnychȱ rynkówȱ naȱïwiecieȱ jestȱ branČaȱ telefoniiȱ komórkowej.ȱ Przezȱ dekad¿ȱ lideremȱ wȱ branČyȱ byÙȱ fiÚskiȱ producentȱ telefonówȱ komórkowychȱ–ȱNokia.ȱOdȱpocz­tkuȱXXIȱw.ȱJedenȱzȱsegmentówȱrynkuȱwȱsposóbȱszczeȬ gólnieȱzauwaČalnyȱzyskiwaÙȱnaȱpopularnoïciȱiȱpowoliȱmonopolizowaÙȱrynekȱtelefonówȱ komórkowychȱ –ȱ smartphony.ȱ Liderȱ branČyȱ –ȱ Nokiaȱ –ȱ nieȱ doceniÙȱ rosn­cychȱ wȱpopularnoï°ȱ smartphonów,ȱ iȱ pomimoȱ iČȱ pozostaÙȱ wȱ czoÙówceȱ firmȱ produkuj­cychȱ telefonyȱkomórkowe,ȱdoȱrokuȱ2010ȱtechnologicznieȱpozostawaÙȱwȱtyleȱwȱporównaniuȱdoȱ swoichȱ gÙównychȱ konkurentów,ȱ firmȱ Appleȱ iȱ Samsung.ȱ Przyȱ rosn­cejȱ sileȱ popytuȱ naȱ smartphone,ȱ Nokiaȱ próbowaÙaȱ utrzyma°ȱ pozycj¿ȱ lideraȱ wȱ branČyȱ przezȱ strategicznyȱ sojuszȱtechnologicznyȱzȱfirm­ȱMicrosoft.ȱCeluȱtegoȱnieȱudaÙoȱsi¿ȱosi­gn­°ȱiȱsojuszȱodniósÙȱ poraČk¿.ȱȱ ArtykuÙȱmaȱnaȱceluȱwyjaïnienieȱgÙównychȱpowodówȱ zawarciaȱ tegoȱ strategicznegoȱ dlaȱ NokiiȱiȱMicrosoftuȱsojuszu,ȱorazȱ przybliČenieȱ procesuȱ przej¿ciaȱNokiiȱ przezȱ Microsoft.ȱ Kwesti­ȱ badaÚȱ jestȱ toȱ jakieȱ czynnikiȱ kieruj­ceȱ branČ­ȱ telefoniiȱ komórkowejȱ zawaČyÙyȱ oȱzawi­zaniuȱsojuszuȱmi¿dzyȱNoki­ȱaȱMicrosoftem,ȱorazȱktóreȱzȱczynnikówȱzadecydoȬ waÙyȱ oȱ jegoȱ niepowodzeniu.ȱ LiteraturaȱĊródÙowaȱ uČytaȱ doȱ napisaniaȱ tegoȱ artykuÙuȱ toȱ dzieÙaȱ poruszaj­ceȱ tematȱ fuzjiȱ iȱ przej¿°ȱ firm.ȱ Wykorzystanaȱ zostaÙaȱ równieČȱ literaturaȱ zȱzakresuȱmarketinguȱiȱzarz­dzania.ȱNarz¿dziemȱanalizyȱostatnichȱzmianȱzachodz­cychȱ naȱrynkuȱtelefoniiȱkomórkowejȱs­ȱanalizyȱbiznesoweȱznanychȱczasopismȱbranČowych.ȱȱ ȱ ȱ

248ȱȱ