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Nokia Siemens Networks: Branding a Global Merger from the Inside Out

Subject

Economics, Marketing

Authors / Editors

Botti S;Tavassoli N;Herrmann G

Publication Year

2013

Abstract

A handful of global players dominated the telecommunications infrastructure industry in 2007. The benefits to scale were significant: substantial funding requirements were necessary to sustain continuous innovation and development of networks, products and services; key customers themselves were globalising (e.g., operators such as Telefónica and Vodafone); and low-price competition from Asia (e.g., Huawai) increased pressures towards consolidation. In 2006, French Alcatel and the US firm Lucent Technologies joined forces and in 2007 Nokia Siemens Networks (NSN) was established.

Topic List

Brand strategy, Business strategy, Management, Mergers & Acquisitions

Industry

Telecommunications

LBS Case Number

CS-13-019

Location

Finland; Germany; International

Available on ECCH

No


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