诺基亚公司管理策略及其环境应对措施_英文_

2024-07-28 作者:

OverseasEnglish海外英语OverseasEnglish海外英语ISSN1009-5039zwwh@2010年3月:+86-690812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'sCorporateStrategyanditsEnvironmentalResponseMOUWei-wei

(ZhejiangWanliUniversity,ForeignLanguagesCollege,Ningbo315100,China)

Abstract:Intheincreasinglycompetitiveglobalmarkettoday,rketbasolidpositionintheworldmarket,companieslaunchmanypoliciestodealwithaffairsandcoordinaterelationsamongmanagerssoastosatisfyconsumers'perwilltakeNokiacompanyasanexample,analysingtheimportanceofthecompany'scapabilitytorespondtoexternalandinternalenvironmentalchange.

Keywords:nokiacompany;strategy;externalenvironment;internaladaptation

1Introduction

Organisationsnowadaysareincreasinglyembeddedinafastchangingsocialworldcharacterizeidethetradelib-eralisationinitiatedviaWorldTradeOrganisation,heless,cogniseditselfasthemarketleaderinmobilecommunications,thecompanyhasbeenpersistentlymak-ingknown"connectingpeople"tingpeople,morethanjustthebuzzwords,reflectsNokia'ssolidcommitmentstoprovidingvaluestoconsumers,employees,andthewholecom-munitywhileservingasacompassguidingitsfuturedirection(Nokia'sCorporateBrochure2005)[1].

sector,economicsituation,socio-culturaldomain,technologicalin-novation,legalandethicalissue(knownasPESTLEanalysis).Re-ferbacktoDaft's(2004)[5]illustration,ndustrylevel,ontheoth-erhand,factorsfunnelleddownintomorespeci-techindustrylikeNokia,thismainlycomprisesmarketsizeandmovement,competitors,customerdynamics,relationshipwithvari-oussuppliers,andinnercorporateabilityinnewproducts're-searchanddevelopment.

i-tionbecisingfirms,accessingtowidermarketwillgeneratemoreeconom'sredirectiongearlierthatAmericanandotherhigh-growthmarketsmoveclosertomaturityfromannualturnoveraswellasfromcompetitor'slaunchofhot-sellingproducts,NokiasensitivelyfoundpotentialinAsia'stwomostpopulouultprovestobeblessingassaleswentupsubstantiallyandasNokiaextendedfurtherby

2Nokia'sExternalEnvironmentResponseandIn-ternalAdaptation

2.1ExternalEnvironmentResponse

Sinceorganisationsareplacedindifferentgeographicallo-cationsandareengagedindifferentbusinessactivitieswithdif-ferentcustomers,suppliers,marketsegments,theirexternalenvi-ronmentisuniquetothem(Capon2004)[4].Atthemacrolevel,ex-ternalenvironmentconsistsofsuchprevailingaspectsaspolitical

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。

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2010年3月

buildingfactoriesandresearchcentresinthesetworegions.2.2Nokia'sInternalAdaptation

Considerationofbroadexternalenvironmentisofimpor-tanceforbusiness,butitneedstobebalancedandintegratedwithcompany'sinternalresourcesandcapabilities(Mellahi,Frynas,andFinlay2005)[6].Inreality,companieswhichcanadeptlyreacrtobeefficientandeffective,internarevealedinNokia'smission,itsstrategy,teditselftotakingresponsi-bilitiestoeverypotentialstakeholder,Nokiaaimsatengenderingcustomers'satisfactionthroughvariousinteractiveactivitiessuchassurvey,focusgroupdiscussion,strengtheningitsbrandreputa-tion,improvingemployeewell-beingaswellasmotivatingtheirperformancebyofferingcomprehensivetrainingprogrammes,es-tablishinggoodrelationshipswithsuppliers,andpayingcloseat-tentiontothesocialcommunity(Nokia2006)[2]

.

Whatthecorporatestressesisnotsimplytheprominenceinitsproductquality,innovationandoperationalefficiency,butitseesemployees'needs,enthusiasmandtheirloyalty,rporateculture,inrelationtostrategyandenvironment,isnotedasadapt-abilityculture(Daft2004)[5]

inwhichexternalstrategicfocusand

gtotheindustry'sdesirabilityforresponsiveness,Nokia'scohheless,withtherisingnumberofpotentialcompetitorsinthisindustryandtheshorterperiodinthelaunchofnewproducts,,italsosignifiesdemandingtaskforNokiatocoordinateonbasisofitsinternalcompetenciestoforgecontinuouslysoundcorporateimageandgainincreasingbrandvalue.

3Conclusion

Everybusinessorganisationcarrieswithitsownsocialchar-

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OverseasEnglish海外英语ategy,structuretegycanbesaidattheglobalbackdrop,theneedforconstantlyjudgingandevaluatingoutsideenvironmentbecomesmore,notless,'sdevelopmentmayofferasaninsightfuwareofthehi-techin-dustry'scomplexandunstableexternalenvironment,tasizingbusinessmobility,Nokiaconsidersbusinesspar-ty'internalperspective,corporateresourcesandcapabilityenableittotakeanearlymoveintoAsia'stwopromisingcoun-tries.

References:

[1]Nokia'ingtocustomers,seeingopportunities,doingthingsdifferently,:///BaseProject/Sites/NOKIA_MAIN_18022/CDA/Cate-gories/AboutNokia/Company/_Content/_Static_Files/bout_noki-a_(Accessed:25March,2006).

[2]:///A402767(Ac-cessed:25March,2006).

[3]Capon,.[4]Daft,StatesofAmerica.

[5]Mellahi,,lay,.

[6]:///link?cid=EDI-TORIAL_780(Accessed:25March,2006).

[7]Mintzberg,ategyconceptⅠ:fivePsforstrategy,CaliforniaManagementReview,Fall:11-24.

[8]:///NOKIA_COM_1/About_Nokia/Financials/noki-a_form_20f_(Accessed:28March,2006).

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