Why Nokia failed to recover. Analysis of marketing strategy choice and implementation for Nokia Lumia in Europe

      Аннотация: Nokia, once the market leader in the mobile phone market and later one of the first to recognize and enter the smartphone market, shows a huge decline in market share. The company sees its lifebelt in a partnership with Microsoft and plans to create products that will surpass its competitors. However with 9 smartphones out in the market, Nokia could not achieve the success it hoped for. Nokia's experience in the smartphone market shows us the huge importance of marketing strategy. Underestimating the power and impact of the strategic choices we make can lead even the most successful companies to failure and difficult times

Ключевые слова: Marketing Strategy, differentiation, Product Life Cycle, Nokia, Smartphone market