069麦肯锡—NOKIA制胜美国市场报告

NokiaCaseStudy:WinningintheU.S.CONFIDENTIALThisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.DiscussiondocumentDecember2000FINGERPRINT–NOKIARationaleFocusedonhighgrowthcategories(e.g.,mobilephones,digital)AnticipatedshifttodigitaltechnologyintheU.S.beforecompetitorsanddirectedresourcestooptimizeopportunity;tailorsproductstotargetcustomers(e.g.,fashioncoversforyoungersegment)Somedifficultytoattractingtop-tierlocalseniormanagementduetoglassceiling(e.g.,allseniorleadershipinFinnish0;FinnishmanagersusedtomanageU.S.operationsSucceedsinattractingtopengineersbecauseofattractiveproductsLocalmanagershavel