Nokia Siemens Networks: Branding a Global Merger from the Inside Out
Subject
Economics, Marketing
Authors / Editors
Botti S;Tavassoli N;Herrmann G
Biographies
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
Publication Notes
Available on ECCH
No
