Trends and Change: Nokia Corporation - Case Study Example

Trends and Change: Nokia Corporation Organizational Change Management Introduction Nokia – An Organization Demanding New Trends Looking onto the situation of Nokia, which has been a global leader in the mobile phone industry, the situation is on the diverging side. The company in the past owned 40 percent of international mobile phone market share, which now has been on the complete backward stage. Reducing the share to 4.2 percent from 16 percent in just one year shows the sign that Nokia is on the drop side (Cheng, 2012). The reasons of failure could be market competitors “Samsung” and could be the old trends of business, which have restrained Nokia from true organizational success. This study is going to select Nokia Corporation as an organization, which requires business change and new trends. The trends will make the organization competitive in the international market to gain back its lost position as a market leader (Adhikari, 2012). The Trends to be Adapted Talking about the trends of the business especially organizations, which are on the technological side include, innovation, advancement, modification and sustainability (Mohin, 2012). Firms that are operating on the mass global level are in the trench of such modern business trends. Firms especially in the mobile phone sector are marching up with such technology and advancement. Actually, the soul of such trends relate to the perception of the modern customer, which expects advancement, innovation and modification in all the products and services (Woo, 2013). Present organizations such as Apple, Samsung, Sony or HTC are moving up with modern business trends (Woo, 2013). The organizations understand that their secret of success lies behind the prevailing business trends. To progress, to compete or to accelerate in the globalized business order, organizations have identified such contemporary trends as effective compellers. Actually, consumers are more familiar with modernization and hence they want to see things changing in the business order too. For such reason, the demand is of those companies, which have the concept of change, innovation and modification. These have become the essentials of business operation- essentials of progress and succession (Mohin, 2012). The concept of a smart phone first introduced by Apple and then the Samsung’s Android phone are the major examples of innovation. This innovation, which has become the delight of modern consumers has been thoroughly adapted within the organizations’ systems (Woo, 2013). The same is what is expected from Nokia - a company, which remained in the old trends and not able to define technology in the right innovative sense (Cheng, 2012). They tried to stay on ultra cheap with and hence not able to meet innovation and technological grounds. The innovative concept of Samsung Galaxy X is what brought Nokia to a threat. This is where the gap of trend was there, and hence, Nokia was not able to pick the track of progression (Mohin, 2012). Furthermore, the trend of CSR (Corporate Social Responsibility), which is the trend of other mobile leader companies, as well also seemed lost in the Nokia operation (Cheng, 2012). Samsung one of the trademark companies have adapted the practices of green and green management (Krames, 2005). This is for sustaining resources for the future and for the Corporate Social Responsibility objective. Meanwhile, organizations when they have the leadership, the vision and ideology they work in such social business norms. They know that to survive for future generations that have to imply such valuable social trends. All such trends are followed by the trend setting organizations and hence need to be adapted by lagging organizations such as Nokia Corporation. Actually, Corporate Social Responsibility and even any new business trend come from the leadership and the culture of the organization. If the organization is not having a willing culture, and intended leadership it can never bring change or any of the new effective business trends within the system (Mohin, 2012). Trademark organizations such as Apple or Samsung all imply the concept of CSR via their leadership and their leadership vision. This is what is significantly required in Nokia system; if the organization wants to evolve such social business norms “CSR and sustainability” in their system (Mohin, 2012). Change Management Tools When organizations “Nokia” aims to introduce new trends “innovation, modification, sustainability or CSR”, they have to adopt most effective change management tools. Trends are a form of change and hence if they are to be introduced in an organization system, they have to be adjusted by special change management instruments. According to the organization change specialists “Jack Welch and John Kotter”, organizations have to pass through different stages to bring change. These stages are actually the skills, tools or instruments required by the organization to establish the change (Krames, 2005, pp. 1-4). Organizational change starts from the education stage in which experts define and justify the change that needs to be adjusted. The next stage is the direction stage in which managers seek that how the change is to be brought. The last two of the stages are participation and implementation in which managers first participate and then finally implement the change as first directed (Kotter, 1996). If Nokia expects new trends “innovation, modification, sustainability or CSR” in the organization system it has to evolve with the four stage change process. It depends on the organizational skill that how it evolves the change and adjust the new trends in the effective manner (Kotter, 1996). Apart from all, new trends or change cannot be brought unless the leadership is highly cooperative. If the intention is there along with a strategic mission and vision, then change is automatically brought within the organization system. Leadership has a partial role in change management (Krames, 2005). If leaders are not there, definitely organizations culture is not ready to accept new trends. Hence, as change or new trends are important so is the role of leadership to organize the change management (Krames, 2005). Conclusion When organizations fall in international business system, they have to work out on the new business trends. Moving with the system is important, which is possible when organizations accept and introduce new trends that are prevailing in the outer system. Contemporarily innovation, modification, sustainability and CSR are some of the viable trends of the business. Big multinationals such as Apple, Sony, Samsung or HTC all have adapted such modern business trends. They know that to compete on international business level; such trends are important to be adjusted. When organizations intent to bring change or new trends within their system, they have to make use of change management tools. In view of the literature, these tools are education, direction, participation and implementation, which are different stages of the change process. When organizations successfully pass through each stage, it adjusts change within the system. This requires the will of leadership and management as without intention, mission and vision no organizations can bring change or new trends with their system. Reference List Adhikari, S. (2012, July 20). Nokia's failure to innovate. Retrieved March 18, 2013, from www.businessspectator.com: http://www.businessspectator.com.au/news/2012/7/20/technology/nokias-failure-innovate Cheng, R. (2012, December 18). Nokia on the edge: Inside an icon's fight for survival. Retrieved March 14, 2013, from www.news.cnet.com: http://news.cnet.com/8301-1035_3-57559620-94/nokia-on-the-edge-inside-an-icons-fight-for-survival/ Kotter, J. (1996). Leading Change. Boston: Harvard Business Press. Krames, J. (2005). Jack Welch And The 4E'S Of Leadership. New Delhi: Tata McGraw-Hill Education. Mohin, T. (2012, 1 18). The Top Ten Trends in CSR. Retrieved March 14, 2013, from www.forbes.com: http://www.forbes.com/sites/forbesleadershipforum/2012/01/18/the-top-10-trends-in-csr-for-2012/ Woo, S. (2013, January 9). Samsung Highlights Innovations in Mobile Experiences Driven by Components, in CES Keynote. Retrieved March 14, 2013, from www.samsung.com: http://www.samsung.com/global/business/semiconductor/news-events/press-releases/detail?newsId=12521 Read More