自我-学业水平考试成绩

OverseasEnglish海外英语
OverseasEnglish
海 外英语
ISSN1009-5039
zwwh@
2010
年
3
月
http:
Tel:+86-551-569
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：< br>F406
文献标识码：
A
文章编号：
1009-5039(2010) 03-0114-02
Nokia'sCorporateStrategyanditsEnviro nmentalResponse
MOUWei-wei
(ZhejiangWanliUni versity,ForeignLanguagesCollege,Ningbo315100,China )
Abstract:Intheincreasinglycompetitiveglobalma rkettoday,rket
basolidpositionintheworldmarket, companieslaunch
manypoliciestodealwithaffairsan dcoordinaterelationsamongmanagerssoastosatisfycons umers'perwill
takeNokiacompanyasanexample,analy singtheimportanceofthecompany'scapabilitytorespond toexternalandinternalenvironmental
change.
K eywords:nokiacompany;strategy;externalenvironment; internaladaptation
1Introduction
Organisatio nsnowadaysareincreasinglyembeddedinafast
changi ngsocialworldcharacterizedbybothinternalandexterna l
idethetradelib-
eralisationinitiatedviaWor ldTradeOrganisation,businesstoday
heless,precio usopportunitiesbring
especiallythecaseformultin ationalcom-
cogniseditselfasthemarketleaderinmobilecommunications,thecompanyhasbeenpersistent lymak-
tingpeople,
morethanjustthebuzzwords, reflectsNokia'ssolidcommitments
toprovidingvalu estoconsumers,employees,andthewholecom-
munityw hileservingasacompassguidingitsfuturedirection
(Nokia'sCorporateBrochure2005)
[1]
.
sect or,economicsituation,socio-culturaldomain,technolo gicalin-
novation,legalandethicalissue(knownasP ESTLEanalysis).Re-
ferbacktoDaft's(2004)
[5]
illustration,thisisthegeneralenviron-
ndust rylevel,ontheoth-
erhand,factorsfunnelleddownin tomorespecificastheirbear-
-
techindustrylik eNokia,thismainlycomprisesmarketsizeand
movemen t,competitors,customerdynamics,relationshipwithvar i-
oussuppliers,andinnercorporateabilityinnewpr oducts're-
searchanddevelopment.
i-
tionb ecomesintensewhenfirmsareaggressivelykeentoexpand< br>possiblefollowingthetrendofglobali-
isingfir ms,accessingtowidermarketwillgenerate
moreecono micreturnandachievegreaterinfluenceiftheycoor-
'sredirectionfromAmericanmarketto
ngearlier
thatAmericanandotherhigh-growthmarketsmovecloserto
maturityfromannualturnoveraswellasfromcompetit or'slaunch
ofhot-sellingproducts,Nokiasensitive lyfoundpotentialinAsia's
twomostpopulouscountri esandfocusedonthesemarketsto
ultprovestobebless ingas
saleswentupsubstantiallyandasNokiaextende dfurtherby
2Nokia'sExternalEnvironmentResponsea ndIn-
ternalAdaptation
2.1ExternalEnvironmen tResponse
Sinceorganisationsareplacedindifferen tgeographicallo-
cationsandareengagedindifferen tbusinessactivitieswithdif-
ferentcustomers,sup pliers,marketsegments,theirexternalenvi-
ronmen tisuniquetothem(Capon2004)
[4]
.Atthemacrole vel,ex-
ternalenvironmentconsistsofsuchprevaili ngaspectsaspolitical
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
buildingfactoriesandresearchcentresint hesetworegions.
2.2Nokia'sInternalAdaptation
Considerationofbroadexternalenvironmentisofimpor-
tanceforbusiness,butitneedstobebalancedandinte gratedwith
company'sinternalresourcesandcapabil ities(Mellahi,Frynas,and
Finlay2005)
[6]
.Inreality,companieswhichcanadeptlyreacttothe
o utsideenvironmentusuallyhaveuniquesuitableinternal system.
Inordertobeefficientandeffective,intern alenvironmentis

revealedinNokia'smission,it sstrategy,businessvaluesandasa
teditselftotakin gresponsi-
bilitiestoeverypotentialstakeholder, Nokiaaimsatengendering
customers'satisfactionth roughvariousinteractiveactivitiessuch
assurvey, focusgroupdiscussion,strengtheningitsbrandreputa-< br>tion,improvingemployeewell-beingaswellasmotivat ingtheir
performancebyofferingcomprehensivetrai ningprogrammes,es-
tablishinggoodrelationshipsw ithsuppliers,andpayingcloseat-
tentiontothesoci alcommunity(Nokia2006)
[2]
.
Whatthecorpo ratestressesisnotsimplytheprominencein
itsprodu ctquality,innovationandoperationalefficiency,butit
seesemployees'needs,enthusiasmandtheirloyalty, togetherwith
rporate
culture,inrelationtostr ategyandenvironment,isnotedasadapt-
abilitycult ure(Daft2004)
[5]
inwhichexternalstrategicfo cusand
gtotheindustry's
desirabilityforrespo nsiveness,Nokia'scohesivecorporateculture
heles s,with
therisingnumberofpotentialcompetitorsint hisindustryand
theshorterperiodinthelaunchofnew products,themarketis
,italsosignifiesdemanding< br>taskforNokiatocoordinateonbasisofitsinternalcom petencies
toforgecontinuouslysoundcorporateimag eandgainincreasing
brandvalue.
3ConclusionEverybusinessorganisationcarrieswithitsownsocial char-
本栏目责任编辑：梁书
OverseasEnglish海外英语
ateg y,structureandvalueittreasurescanonlymake
tegyc anbesaidas
thebestwithoutpinpointingthenatureof industryinwhichitis
ttheglobal
backdrop,then eedforconstantlyjudgingandevaluatingoutside
env ironmentbecomesmore,notless,'sdevelopment
mayof ferasaninsightfulexampleinitsimplementationofstrat -
wareofthehi-techin-
dustry'scomplexandunst ableexternalenvironment,thegiant
makesallthemor eimportancethedifferentiationofitsproducts.
Ine mphasizingbusinessmobility,Nokiaconsidersbusinessp ar-
ty'sinterestsandkeepstheorganisationinastat eofflexibility.
Fromaninternalperspective,corpo rateresourcesandcapability
enableittotakeanearl ymoveintoAsia'stwopromisingcoun-
tries.
Refe rences:
[1]Nokia'ingtocustomers,seeing
oppor tunities,doingthingsdifferently,:europe.
eProje ctSitesNOKIA_MAIN_18022CDACate-
goriesAboutNoki aCompany_Content_Static_Filesbout_noki-
a_(Acce ssed:25March,2006).
[2]:402767(Ac-
cessed:25 March,2006).
[3]Capon,.
[4]Daft,Statesof
America.
[5]Mellahi,,lay,StrategicMan-
.
[6]:k?cid=EDI-
TORIAL_780(Accessed:25March,2006 ).
[7]Mintzberg,ategyconceptⅠ:fivePsforstrategy ,
CaliforniaManagementReview,Fall:11-24.
[8] :www.
IA_COM_1About_NokiaFinancialsnoki-
a_f orm_20f_(Accessed:28March,2006).
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