External Analysis of the Smartphone Industry - Nokia & Microsoft - Assignment Example

Case Study for Nokia & Microsoft Question External Analysis of the Smartphone Industry An external analysis of the smartphone industry is conducted with the intention of acquiring a brief idea and information in relation to opportunities along with threats prevailing in the global market segments. In this regard, Nokia Corporation (Nokia) and Microsoft Corporation (Microsoft) prior to performing their respective strategic moves have conducted external analysis in order to determine their competitive position amid the competitors i.e. the smartphone companies. In this regard, external analysis will be conducted with the assistance of certain strategic models that include PESTEL, Five Forces and Industry Life-Cycle. These models have been discussed hereunder. PESTEL Political. The smartphone industry in order to conduct operations on a global context is required to comply with different trade policies. Presently, globalisation as well as liberalisation of trade policies has assisted the smartphone industry in performing operations effectively in the global business market segments. The political scenario is developing as well as developed business market segments are identified to become stable for the smartphone industry to conduct their operations suitably. However, operations of the industry are dependent on taxation policies as framed by the governments (Husso, 2011). Economic. The economic condition of the global economy has developed by a significant extent. The smartphone industry has been under the influence of inappropriate economic scenario. Additionally, there are certain factors including augmented business market competition and changing preferences of the customers are also accountable for affecting the sales of smartphones (Gartner, Inc., 2013). Social. The performance of the smartphone industry is based on certain factors that include brand value, preferences of customers and their attitude towards buying products among others. In this regard, the industry is facing the challenge of meeting the needs of global customers due to increased number of business rivals. In this present scenario, innovation and information are two important aspects that are accountable for increased usage of telecommunication technology in an enhanced manner. Contextually, smartphones are used for both businesses along with personal use. Thus, the industry has immense opportunity of expanding its market share (The WritePass Journal, 2012). Culture. Currently, smartphones are used mostly for different purposes that include business operations and leisure. In this respect, smartphones are importantly used during leisure time for playing games, internet surfing, watching videos and listening to music among others. Subsequently, teenagers and young people use smartphones in an enhanced manner due to innovative technology with better-added features (The WritePass Journal, 2012). Technology. The advent of technologies has been an important factor accountable for developing innovative products with better-added features. In this respect, the industry has invested in ‘research and development’ (R&D) facilities with the aim of providing improved electronic along with telecommunication products to the customers (Husso, 2011). Environmental. The smartphone industry is required to adopt different environmental policies with the aim of ensuring that business operations are conducted in accordance with environmental standards. In this respect, the smartphone companies develop products that are eco-friendly. The eco-friendly products aid in minimising negative impact on environment and assist to conserve energy. Subsequently, the industry in developing market conditions will be able to conduct their operations profitably in worldwide business market segments with the assistance of innovative products (BlackBerry, 2014). Legal. In the present competitive business scenario, the smartphone industry has been influenced in an enhanced manner owing to the introduction of international along with governmental legislations. International legislations and governmental policies have been viewed to be quite complex owing to increased level of crimes that are conducted through the mode of smartphones and mobile thefts. Respectively, the smartphone industry is required to adopt effective legal policies with the intention of sustaining business operations successfully (DeNike, 2013). Presently, the industry is viewed to remain under the legal obligation of possessing appropriate patents, so that global business operations are conducted effectively (Euartiv, 2014). The above depicted PESTEL analysis imply that the smartphone industry in the present scenario possesses the potentialities of performing operations effectively in the worldwide business market segments with the assistance of innovation and legislation adherence. Porter Five Forces Model The five forces model has been adopted with the aim of identifying the competitive position of the smartphone industry in the worldwide business market segments. The elements of this model have been discussed hereunder with the help of the following pictorial illustration. Porter’s Five Forces Model Source: (Harvard Business Publishing, 2014) Threat of New Entrants. The smartphone industry is prone towards this threat in the present business market scenario owing to different factors that include globalisation, advent of pioneering technologies and increased level of internationalisation among others. It would be vital to mention that new competitors might face the challenge of immense capital requirements for technological investment and setting up business. Additionally, smartphone companies are required to develop their brand image in business market segments with the aim of conducting their operations successfully. In this regard, the smartphone industry is under low threat of new entrants (Liu, 2011). Bargaining Power of Suppliers. In the smartphone industry, the suppliers’ bargaining power can be apparently observed to be quite high owing to the availability of substitute products. Additionally, there lay immense business market competition amid the suppliers of the smartphone industry due to the existence of scattered along with undifferentiated market segments on a global context (Liu, 2011). Bargaining Power of Buyers. The smartphone industry is facilitated with the opportunity of huge number of buyers. Additionally, the industry is not dependent on single customer. Presently, customers on a global context prefer for quality goods rather than much concerned about price. Moreover, the customers face high switching cost. In this regard, the buyers’ bargaining power is low for smartphone industry (Liu, 2011). Threat of Substitute Products. The smartphone industry is under the threat of substitute products to a moderate extent due to the availability of products with similar utility that include ‘personal digital assistance’ (PDA), laptops as well as Notebook and iPads (Liu, 2011). Rivalry among Existing Competitors. The rivalry existing in smartphone industry is moderately low owing to the fact that there lay limited number of competitors in the worldwide business market segments. Additionally, the competitors of the industry target different customers along with diverse business market segments to operate. The exit barrier of the industry is moderate due to the difficulty persisting in transferring the capital along with technology to other business sectors. The customers are also perceived to demand for products with multi-functionality features (Liu, 2011). In this regard, it can be comprehended that the industry is capable of performing business operations competitively with better business along with market growth opportunities. Industry Life Cycle Industry Life Cycle The industry life cycle of smartphone industry is based on five phases that include development, growth, shake-out, maturity and decline. The development phase implies that the industry with the assistance of technologies is able to develop innovative along with differentiated products. Additionally, the industry with the introduction of new products is able to enter market segments with minimum rivalry due to inadequate awareness of products’ features. In the growth phase, the industry with better promotion of products and their features are able to develop brand preferences along with market share in a considerable manner. During this phase, the industry depicts a steady growth rate due to low entry barrier. Shake-out phase signifies that the industry performs at a slow rate owing to increased rivalry along with weaker exit barrier. In the maturity phase, the performance of the industry depreciates owing to changing preferences as well as the demands of the customers. In the last phase i.e. decline phase, the industry depicts declining sales value due to increased competition and price wars amid business rivals (Dalitz, 2012). Opportunities and Threats In this respect, the smartphone industry has immense growth opportunities in the worldwide business market segments through the introduction of innovative products along with features. The industry with the assistance of value added and differentiated products are facilitated with the opportunity of performing business operations profitably in the worldwide business market segments. On the other hand, the threats for the smartphone industry generally emerge due to international legislations, innovation and increased business market competitions. Additionally, the industry is seemed to face challenges due to the presence of inadequate number of suppliers. Question 2: Analysis of the Situation of Nokia and Microsoft The situations of Nokia and Microsoft have been analysed with the assistance of Competency and VRIN framework. Nokia Competency Framework Competency Framework of Nokia Source: (Crown, 2013) Based on the above depicted framework, it can be apparently observed that Nokia has been performing its business operations in the worldwide market segments as a leader in the segment of mobile communication. The company develops strategic direction of developing as well as providing innovative products to worldwide customers. In this context, the company has also adopted strategies of developing differentiated and eco-friendly products in order to perform its operations successfully. The company adopted measures that include strategic alliances and innovation in order to sustain its performance globally and attain maximum profitability. The company has been engaging people with better commitment towards diversity. The employees are motivated to conduct their operations in accordance with the core values of the company that include integrity, meeting customers’ needs and innovativeness. Contextually the company with the assistance of employees and strategies is able to perform effectively with better delivering results (Nokia, 2014). VRIN Framework The VRIN framework comprises four elements that have been illustrated hereunder. Value. Nokia adopts innovation with the aim of producing pioneering products with better-added features. In this respect, the company with the assistance of innovative technologies along with diverse workforce has developed differentiated products in order to neutralise threats that arise due to the above discussed crucial factors (Nokia, 2014; Robinson, 2008). Rare. Nokia has developed multi-tasking mobile products with the aim of conducting its business operations competitively and profitably in the worldwide business market segments (Robinson, 2008). In this respect, the company planned to retain its competitive position through the deliverance of quality products to the customers (Management International, 2012). Imperfectly Imitable. Nokia has introduced eco-friendly products with the aim of sustaining its prestigious position in the worldwide business market segments in the respective industry. Additionally, the company has developed telecom infrastructure by aligning with Siemens, which resulted in the development of ‘Nokia Siemens Networks’ for operating as a global telecommunication market player (Nokia, 2014; Robinson, 2008). Non-Substitutable. Nokia has been developing innovative quality products with better features in order to meet the expectations of its worldwide customers. In the present business scenario, competitors having alliances with other software developing companies emerged as major competitors for Nokia by a considerable extent (Nokia, 2014; Robinson, 2008). Strengths and Weaknesses It can be comprehended from the Competency and VRIN framework that Nokia with the assistance of advanced technologies, operating system, human resources and business strategies, is able to produce as well as provide quality products with enriched features to global customers. The company has developed an effective brand value globally. However, competitors in recent times tend to develop innovative and feature-added products through having alliances with other companies, resulting in increased level of business market competition. The unstable condition persisting within the company relating to its design along with performance is regarded to be one of the prime weaknesses of Nokia. Microsoft Competency Framework Competency Framework of Microsoft Source: (Crown, 2013) Microsoft is one of the biggest and foremost software companies throughout the globe. The strategic direction of the company is to perform business operations in accordance with local regulations with better corporate responsibility. In this respect, the company focussed on expanding its business operations in smartphone sector. The company has engaged people from diverse cultural backgrounds and gender. The employees perform their operations based on the mission of the company. In this context, the company with the assistance of innovation is able to perform business operations as a leader in the segment of services, solutions along with software in smartphone industry (Microsoft, 2007). VRIN Framework The various elements of VRIN Framework have been described hereunder. Value. Microsoft is a leading software along with solutions company on a global context. The company with the assistance of innovation, human resources, applications and other devices has aided businesses as well as people in performing their activities with better potentialities (Robinson, 2008; Microsoft, 2007). The company has developed smartphones with Windows phone User Interface (UI), software suite and codenamed Metro to perform its operations competitively (Management International, 2012). Rare. Microsoft possesses advanced technology, operating software and research facilities that assisted in conducting its operations successfully globally. The company also possesses a renowned brand image in the worldwide business market segments (Robinson, 2008; Microsoft, 2007). Imperfectly Imitable. The operating systems and Windows mobiles that developed by the company cannot be imitated by the present business rivals persisting within the diverse business market segments (Robinson, 2008; Microsoft, 2007). Non-Substitute. The products, applications and features developed by the company cannot be substituted, as each of these holds a copyright in an individual manner. In the present scenario, different operating systems are developed for mobile technologies that include Symbian, iOS and Android among others (Ovide, 2012; Robinson, 2008; Microsoft, 2007). Strengths and Weaknesses It can be identified from the Competency and VRIN framework that Microsoft holds an effective brand image in the worldwide business market segments in the field of operating systems, features and applications. Additionally, the company possesses advanced technology along with research facility, which assists it to conduct operations efficiently globally in the segment of smartphone industry. However, the company faces adequate challenge in the segment of mobile operating system. In this respect, competitors has acquired adequate market share due to advent of technology and development of R&D. Question 3: Issues and Challenges faced by Nokia and Microsoft in the Smartphone Industry Source: (IBS Center for Management Research, 2012) Issues and Challenges faced by Nokia Nokia is a leading telecommunication company performing on a global context. In the present scenario, the company has faced ample challenges in performing its business operations competitively in different business market segments owing to the emergence of huge number of competitors. Additionally, the company faced the challenge of producing differentiated and innovative products that manufacture by competitors. In this regard, the market share of the company is seemed to be declining due to changing preferences of the customers. Respectively, the brand image of the company has also been affected due to decline in sales values and profit margin. Moreover, the company also remain under the issue of ineffectiveness in meeting the needs of the customers concerning innovativeness and features that provide by other smartphone companies (IBS Center for Management Research, 2012). Issues and Challenges faced by Microsoft Microsoft is a global leader in the field of software as well as solutions. Software and applications developed by the company have not made effective influence in the smartphone industry due to lack of adequate features and innovativeness. The Windows mobile developed by the company failed in attracting as well as meeting the needs of worldwide customers. In the smartphone sector, the company has failed to compete with major competitors that include iPhone and android mobiles among others. Additionally, the company has limited leisure features in application store that include games and applications among others. Thus, increased competition amid smartphone companies has affected the market share of Windows mobile by a considerable extent (IBS Center for Management Research, 2012). Question 4: Strategic Alliance Between Nokia and Microsoft In the present business market scenario, Nokia and Microsoft faced certain issues while performing operations in the smartphone industry competitively due to the advent of pioneering technologies that adopted by other smartphone companies in a synchronised manner. Additionally, smartphone companies have been facilitated with the opportunity of developing products possessing better UI, features along with functions. In this respect, worldwide consumers are seemed to be attracted towards smartphone devices in an enhanced manner. In this regard, the mobile operating systems of Nokia have been uncompetitive due to lack of unpopularity in the current smartphones that are developed with attractive UI and features including Apple phones and Android. Moreover, the company lacked in the field of innovative software along with operating system, which resulted in decline of the market share. Respectively, Nokia faced ample competition in the worldwide business market segments to retain performance in the smartphone sector (Management International, 2012). On the other hand, Microsoft has faced challenges in the smartphone sector owing to lack of adequate feature set along with third party applications. Windows phones of the company also lack in video calling, custom ringtones, Bluetooth serial and USB mass storage among others. Subsequently, the company is ineffective in performing its business operations competitive in the smartphone industry (Blandford, 2011). The strategic alliance between Nokia and Microsoft has been made with the intention of improving the competitive position of these two companies in the smartphone industry. In this alliance, Nokia has adopted the operating system of Windows phone with the aim of developing better innovative along with differentiated products at a faster pace as compared to business rivals that include iOS as well as Android. The companies with the assistance of the alliance have been facilitated with the opportunity of conducting their operations in an accountable manner. The alliance amid the companies has facilitated them in expanding their market share in worldwide business market segments especially in the US. The alliance also assisted the companies in performing their global business operations successfully. In this respect, the alliance amid the companies will certainly aid in developing their competitive position in the segment of smartphone industry with better feature parity (Management International, 2012; Blandford, 2011). In strategic alliances, two companies enter into a mutual agreement of conducting their activities in an aligned manner. Contextually, the companies entering into strategic alliance are required to align their operations, business objectives and culture among others with the aim of ensuring that their business operations are performed effectively. In this regard, the strategic alliance of Nokia and Microsoft is seemed to face adequate challenges in aligning their operations successfully. The alliance amid the companies led to cultural clash in relation to language, operational perspectives and egos among others. Additionally, the companies also face the problem of trust, risk sharing issues, employee lay-off and structural reforms among others. Subsequently, the integration issues might adversely affect the management team in coordinating business operations successfully. In this context, the companies failing in performing their operations in an aligned manner might face the risk of ineffective performance due to lack of commitment made towards the alliance. Correspondingly, the companies might fail in acquiring greater market opportunities in an effective manner (Elmuti & Kathawala, 2001). In this regard, the CEOs of Nokia and Microsoft must have ensured that an agreement deal has been signed on the basis of which Nokia is liable to pay royalties to Microsoft for using Windows phone software. Additionally, Microsoft would provide marketing assistance to Nokia in order to sell smartphones competitively in the worldwide business market segments. According to the strategic plan, Nokia would adopt Windows phone as its major platform in the smartphone segment. Subsequently, CEOs of the companies have planned to ensure that adequate investment should be made in R&D facilities. CEO of Nokia has planned to made effective structural change in both factory along with senior management level. In this regard, CEO of Nokia should initiate a memo to its employees on a global context based on which lay-off will be conducted (Management International, 2012). Subsequently, the CEOs of the companies should develop plans as well as polices with the assistance of which an effective management team can be developed. Additionally, the CEOs must take under consideration the importance of performance evaluation and accordingly, performance evaluation should be made on regular interval. The CEOs are also required to ensure that goals along with objectives are framed in a clear, planned and defined manner (IBS Center for Management Research, 2012; Elmuti & Kathawala, 2001). Question 5C: Recent Acquisition of Nokia’s Handset Business by Microsoft In the present competitive market scenario, the company i.e. Microsoft has been uncompetitive in performing its operations in the global market segments owing to inadequate features and support of third party applications. Subsequently, Microsoft has made a recent acquisition of Nokia’s handsets with the intention of ensuring that the company is able to perform effectively in the present ecosystem of the smartphone industry. In this respect, Microsoft with the assistance of strategic alliance will be facilitated with the opportunity of developing better features that include social media support, entertainment as well as search facilities by a considerable extent. The acquisition of Nokia handsets will also facilitate the company in improving the support gained from third party applications. In this regard, the company might be able to compete with business rivals that include Apple iPhone and Android mobiles on a global context (Botticelli, 2011). Contextually, an Ansoff Matrix and TOWS matrix will be formulated in the following with the aim of identifying better strategic options based on which Microsoft might develop its operations in the segment of smart devices and mobile phone products. Ansoff Matrix Microsoft Products Existing New Markets Existing The company should adopt market penetration strategy of targeting current market segments with the assistance of existing products The company should adopt product development strategy in order to target existing markets with the assistance of newly developed products New The company should adopt market development strategy by targeting new market segments of Asian regions with the assistance of existing products The company should adopt diversification strategy for entering into new market segments through development of new products Ansoff Matrix Source: (Luxinnovation G.I.E, 2008) TOWS Matrix Microsoft Strengths (S) Brand image Research and development (R&D) facilities Competent employees Weakness (W) Inadequate presence in the smartphone industry Lack of competitiveness due to insufficient products features Opportunities (O) Expanding business operations in the worldwide market segments Developing variant products SO Enter worldwide market with the assistance of its renowned brand image Competent employees with the assistant of R&D facilities will produce innovative products of better features WO Develop innovative products to enter new market segments effectively The products should be equipped with adequate features and must support third party applications Threats (T) Increased market competitions Augmented business rivals that include iOS and Android Changing preferences of customers ST The company developing quality products with added features might compete in the current market situation Products with added features and its brand image will facilitate in meeting the needs of worldwide customers WT The company should adopt and implement different strategies that include product development strategy and diversification strategy among others TOWS Matrix Source: (Aslan & Bozkurt, 2010) Strategic Options Product Development Strategy. As per the above discussed Ansoff and TOWS matrix, it can be comprehended that Microsoft with the assistance of brand image and innovative technologies might avail the opportunity of implementing product development and diversification strategies. The product development strategy will certainly aid the company in developing its broad assortment of products through eliminating wastage of money, business and time resources by a considerable extent. In this respect, the company is required to formulate appropriate plans along with policies in order to succeed in performing its business operations competitively in the worldwide market segments. The company should ensure that the products are developed in accordance with the needs of worldwide customers. In this respect, the company might conduct its business operations effectively with new products in the existing markets segments successfully (The State of Queensland, 2014; Eastlack, 2011). Diversification Strategy. Additionally, Microsoft might also adopt diversification strategy with the intention of developing its market share and profit margin. In this regard, the company is required to diversify its products’ variation with adequate features, UI and third party application compatibility among others in order to meet the changing preferences of the customers in the smartphone industry. Moreover, the company is also required to diversify market segments from developing to developED ones. In this context, the company might be availed with the opportunity of increasing customer base. On the other hand, diversification strategy may assist the company to perform operations with better investment returns and market share. Contextually, the company with the assistance of innovation and brand image might be able to conduct its operations competitively in the smartphone segment (Kenny, 2009). Question 6: Evaluation of Strategic Options Suitability, Feasibility and Acceptability (SFA) Framework The suitability, feasibility and acceptability (SFA) framework is required to be taken into concern by Microsoft with the aim of evaluating the strategic options that might be appropriate for enhancing its future performances. The evaluation process will certainly assist the company in analysing strategic options, so that appropriate strategies are implemented in accordance with the needs of the company (ICSA, 2009). The SFA framework is described hereunder. SFA framework Suitability scaling Feasibility scaling Acceptability scaling Total Score (15) Ranking criteria Product development strategy The strategy will assist the company in enhancing its competitiveness 3 R&D, human resource and brand image will assist the company to meet its present objectives 4 The performance will meet the expectation of stakeholders successfully 3 10 Neutral Diversification strategy The strategy will assist the company in meeting its business objectives successfully 4 R&D, brand value and human resource will aid the company in developing new products and enter into new market segments 4 The strategy will aid the company in meeting the expectations of stakeholders effectively 4 12 Strong Evaluation and Ranking Table Strategic Options Total Score (Out of 15) Ranking Product development strategy 10 2 Diversification strategy 12 1 Product development Strategy From the SFA framework, it can be identified that Microsoft might adopt product development strategy with the aim of meeting the needs of the company successfully. In this regard, the company with the assistance of the strategy will be able to develop better quality products. Additionally, the company is able to develop innovative features, which will aid in meeting the preferences along with the needs of the customers successfully. In this respect, the company will be facilitated with the opportunity of performing business operations competitively in the existing business market segments. Moreover, the strategy will also assist the company in building a better competitive position amid smartphone companies in its operational market segments. The strategy is suitable to meet the business objectives of the company. Moreover, the company possesses adequate resources comprising human resources, innovative technologies and brand image with the assistance of which the strategy mighty be feasibly implemented. Accordingly, the company possessing adequate resources and strategic direction will be able to meet the expectations of the stakeholders by a certain level (Hameed, 2013; Microsoft, 2013). In this regard, the strategy is ranked 2nd in the evaluation and ranking table, as the company might not be able to make adequate changes in its operations due to limited market share and customer base. Diversification Strategy Accordion to the SFA framework, it can be ascertained that Microsoft implementing diversification strategy will be able to develop new products and penetrate into developing as well as developed business market segments. The strategy will certainly aid the company in developing new products with better-added features depicting its suitability. The newly developed products through adequate resources will also be compatible with different third party applications along with efficient UI. In this respect, the company with the assistance of this strategy will be facilitated with developing effective and competitive smartphone devices and mobile products revealing feasibility. The company with the aid of the strategy might also target new market segments with the aim of diversifying its business operations. In this context, the company might also diversify risks in different market segments with the aim of ensuring better investment return. Additionally, it will also ease the company in enhancing its customers’ base along with market share. Subsequently, the strategy might assist the company in developing better competitive products and obtain improved market share globally. Respectively, the company implementing the strategy might enhance its business performance, competitive position and market share in an effective manner on the basis of which the strategy is accepted (Hill et al., 2014; Microsoft, 2013). In this respect, the strategy is ranked 1st as per the evaluation and ranking table owing to the fact that the company might be facilitated with the opportunity of conducting operations successfully in worldwide market segments. Question 7: Sustainable Competitive Advantage Microsoft can adopt diversification strategy, as the strategy will assist the company in meeting its organisational objectives in the smartphone sector. The company with the assistance of the strategy might be facilitated with the opportunity of developing better quality products, applications and features, which will aid in meeting the needs of the customers worldwide. Additionally, the company might enter into different market segments with the intention of improving market share. In this respect, the company with newly developed products and features will be able to compete successfully in the smartphone industry. The company adopting diversification strategy might address and mitigate business risks, which will ultimately aid the management of the company in conducting its business operations in a confident manner (Hill et al., 2014). Microsoft might become successful in implementing diversification strategy with the assistance of internal resources. In this context, the company possesses numerous valuable resources in an adequate manner that includes human resources, R&D facilities and brand value. Contextually, the employees of the company are able to execute their respective operations with better innovativeness. The employees performing their operations with better team effort will aid in accomplishing the predetermined business targets of the company successfully. It is worth mentioning that the company with the assistance of innovative technologies will perform with better efficiency along with capability. In this respect, innovation has aided the company in conducting operations with better pace in the field of devices as well as services (Microsoft, 2013). Microsoft possesses a renowned brand image, which is recognised in worldwide business market segments. In this respect, the company with the assistance of brand image will be able to produce products along with features that include effective engineering and product design. The brand image assists the company in attracting an immense number of customers globally towards its products. Contextually, the company might aid in providing innovative products to the customers with ease (Microsoft, 2013). Specially mentioning, the internal resources of Microsoft have assisted in transforming its businesses with the assistance of design as well as engineering teams. Additionally, manufacturing along with assembly facilities will certainly assist the company in developing better innovative and feature enriched products. In this respect, the management of the company with the assistance of brand value, innovation and human resources will assist the company in developing its competitive position in the present ecosystem of smartphone industry (Microsoft, 2013). Respectively, it can be comprehended that the company with the assistance of internal resources will implement diversification strategy successfully, resulting in building a greater sustainable and competitive position on a global context. References Aslan, I., & Bozkurt, R. (2010). Strategic sustainable development and creating strategies from tows matrix at Kipag group. Retrieved from http://eprints.ibu.edu.ba/197/1/ISSD2010_Economy_Management_p120-p128.pdf BlackBerry. (2014). Sustainability at BlackBerry. Retrieved from http://ca.blackberry.com/company/about-us/corporate-responsibility/product-sustainability.html Blandford, R. (2011). Understanding Nokias smartphone strategy decision. 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