Product focused strategy can be seen as internally focused company’s strategy that pursuits competitive advantage by delivering cutting-edge products with best features, based its core-competences. Customer focus can be seen as organization strategy to respond to customers expressed demand. appear as mass customization or personalization strategies. Enterprises in all industry areas want to be more customercentric. Market orientated companies, focused on market pull, are having long-term commitment to understand customer needs, and thus developing innovative solutions by discovering hidden customer needs and new markets. Their drive is to push the new technology to market and create winning strategy by being the first to deploy that technology or the one deploying the most advanced technology in the ongoing race of technology innovations.
Technology oriented companies strategy is based on the technology assets or skills their posses. by Porter, Hamel and Prahalad, Moore, and Kim and Mauborgne. Strategy creation and its challenges in highly competitive market has been discussed e.g. The increasing power of buyers in highly competitive markets forces companies to get closer to customers in order to maintain their business and to create valueadding solutions to capture more revenue from their customer base. The findings show strong product focus in case business strategy with developments towards market-orientation. Its successful business and business transformations contribute to the selection. The framework is used to evaluate Nokia mobile phones strategy. The analysis framework is built to evaluate the characteristics of technology orientation (technology push), market orientation (market pull), customer focus and product focus in the case business. This study analyses the case business’ strategy focus in relation to its market share development by using the strategy orientation framework.
Keywords: Strategy, Market Share, Strategy Analysis Framework, Strategy Orientation 2Department of Industrial Engineering and Management Faculty of Engineering, University of Oulu, FinlandĮ-mail: Marevised Apaccepted May 4, 2011
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