Analysis of Business Decisions that caused Nokia to drop its Legacy and its Rebirth in 2017 using Nostalgic Marketing Approach: A Case Study

Purpose: This article will investigate the causes for Nokia’s failure to stay afloat in market, as well how company resurrected 2017 by employing a nostalgic or sentimental marketing strategy. Technology management on strategic level at Nokia Corporation is thoroughly examined and analyzed this study. used be market’s dominant corporation, leader, pacesetter until it had massive market disaster. We inferred that problem was not absenteeism of advancement, but its place, due lack innovation estimation misunderstanding requirements mobile phone were only about displaying cell makes verdicts, sends messages, connects internet, also stage all these volumes together. Finally, describes revival achieved through use Objectives: aim present reasons behind return using Nostalgic approach do comparison analysis with competitors make recommendations improve based findings Design/Methodology/Approach: Journals, variety internet resources such websites blogs, conduct analysis. A SWOC Analysis analyses corporation. Findings/Result: Till 2008 pioneer market. Based study done it’s clear failed acquire smart because couldn’t recognize customer needs, didn’t Analyze Market Accurately implementing innovative technology product which needs. focusing traditional Symbian operating system Samsung choose android systems smartphone right time, met requirements. In came re-creating old 3310 handset modern features Bluetooth, GPS, Wifi. Originality/Value: data from secondary sources, investigates why gain access explores comeback strategies. Paper Type: Research Case Study.