In the 2005 BusinessWeek article "Will Rewiring Nokia Spark Growth?," much can be learned about the company. Although its mission statement is not specifically provided, it can be deduced from the article as "Developing new and unique mobile phone products that consumers cannot find elsewhere." Its social responsibility is not addressed in the article either, but a recommended social responsibility policy would be to ensure that its manufacturing is kind to the environment, does not support illegal or unethical practices, and does its part as a "citizen." The company's ethics are mentioned as an adjunct to the way it treats its customers, one of whom stated, "Their attitude was that, given their size, they didn't need to listen to us" (Reinhardt & Moon, 2005). The company's ethics are not detailed, but their ethical policies should ensure that the company is honest with the public, and that everything it does is from a right motive.
Nokia's external environment is better defined in the article. Its major competitors include Microsoft, Apple, Samsung, and Sony, all of whom are both global and domestic rivals. Nokia has a "strong brand and global reach" but is still outstripped by its competitors in some markets such as PDAs, in which PalmPilots and PocketPCs are more popular (Reinhardt & Moon, 2005). Moreover, while Nokia's innovation is essential for its growth, it does not always hit the mark with its new products. As Dresdner Kleinwort Wasserstein analyst Per Lindberg points out, "You have to make products people want" (Reinhardt & Moon, 2005). The cell phone industry has become so established that basic phones have become "cookie cutter," and Nokia and its rivals must "pile on more features" in what has become a changing industry (Reinhardt & Moon, 2005). Thus, Nokia is engaging heavily in research and development and market development to develop multimedia and business devices, respectively. The indust...