etitive advantage through the development of strong local identities for the company and by tailoring marketing programs to each sub-market in the wider European market. In effect, Nokia Data management has decided to pursue a mass customization strategy in the company's expansion into the wider European market. Mass customization was a popular managerial focus of the day (Robertson, 1995).
As the multi-domestic or mass customization strategy was the polar opposite of the strategies pursued by the major competitors in the wider European market for information technology and telecommunications, pressure was on Nokia management to find ways to make this strategy successful. M
...