------

Table of Contents
Creative Problem Solving (CPS): The case of Nokia...............................................2
Introduction........................................................................................................ 2
Problem Identification......................................................................................... 2
CPS Model........................................................................................................... 3
Situation identification.................................................................................... 4
Data finding..................................................................................................... 4
Problem finding............................................................................................... 5
Idea finding..................................................................................................... 6
Solution Finding............................................................................................... 6
Acceptance Finding......................................................................................... 7
Disadvantages of Brainstorming.........................................................................7
Walt Disney Method............................................................................................ 8
Conclusion.......................................................................................................... 9
References........................................................................................................... 10

Creative Problem Solving (CPS): Case of Nokia

Introduction
The company entitled for Connecting People, Nokia is a Finland based company
headquartered in Espoo. It was founded in the year 1865 by Fredrick Idestam and
Leo Mechelin with the products including mobile phones, networks and mobile
computers. The services include games, maps, music, navigation, media
networks, software solutions and messages operating over 145 countries with
102,000 customers. The revenue for 2012 was recorded as 30.176 billion, net
income of -3.106 billion and operating income of -2.303 billion (Nokia
Financial Report, 2012). Although Nokia earned high profit margins but the sales
declined during 2007 with the introduction of smart phones by iPhone and
Samsung. Hence with the downfall of financial activities Nokia is seen as the
company lacking motivation for product development (Tiwari, 2012). Creative
Problem Solving or CPS encompasses the creativity and innovative problem
solving approaches through redefining the problems for the generation of ideas
and implementing these ideas (Herrmann, 1995). Hence it includes the key steps
for the mangers to introduce a creative way of thinking for the organisational
development. Brainstorming is also a CPS technique which can be implemented
for solving issues of Nokia (Cougar, 1994). The report discusses the problems of
Nokia and how they can be resolved through proper creativity problem solving
technique.

Problem Identification
Nokia is considered to be one of the leading mobile phone manufacturers in the
world. However some factors have led Nokia towards bankruptcy. Since February,
2011 Nokias main strategy was to update the Symbian technology which
however lacked the features for competence against iPhone and Samsung. With
no doubt the sales were high but the feedback from the customers was relatively
low (Tiwari, 2012). Hence the Android and iOS technologies gripped the market
with powerful processors. With prolonged period of product development and
less innovative skills it locked itself within the domain of Symbian instead of
trying Android devices as compared to Samsung who has manufactured upon
numerous operating systems. Hence the market share dropped to the third
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position of the mobile industry. In addition the merge of Windows 7 Operating

system could be hindrance for avoiding the companys downfall. Hence there is a
need to develop and design the hardware, avoid internal politics which negate
strategic mismanagement and stay away from reverse innovation.

CPS Model
The creative problem solving involves the methodology and strategy for
amending a problem. It is a way of applying ground-breaking thinking and
approach (Higgins, 1994). The literal meaning of CPS involves being creative
which results in uniqueness of devising a solution, problem which comprise of
circumstances that represents challenges and opportunities and solving involving
creating ways for answering and determining problems. Hence CPS embraces
methodologies for problem solving in an efficient way (Cougar, 1994).
For an effectual CPS implementation there are numerous steps that need to be
followed which can be represented as follows ( Isen, 1999):
Mess finding Searching for data Problem identification Idea generation
drawing out solution Acceptance finding
The attempt for identifying a complex situation encompasses the mess finding
which is followed by extensive research of related data. This data includes the
facts related to the complex situation firstly identified. The classification of
problem and separating out the most important one takes in the problem
identification. It is then followed by idea generation which rules out the solutions
of the problems. Lastly the acceptance finding includes countless efforts that can
be taken to devise a solution and a proper plan that can be followed through
proper implementation (Estrada et al., 1994).
For the proper implementation of the above steps the technique of brainstorming
needs to be followed. It is a method which is entirely based upon the capacity of
human brain to make alliance with the scenarios. CPS takes advantage of
brainstorming due to the production of new ideas and proposals (Runco, 1994).
Nokia can take advantage through an efficient brainstorming technique. This
involves the improvement in quality and originality which is a resultant of
fluency. The company needs to address the non-interventionist ideas where
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criticism is ruled out and all ideas are welcomed. This can only be done through
addressing the problems and needs of the customers. The varying combinations
for improvements can be sorted through creating spin-off ideas from all sources.
For the appropriate encouragement of ideas following factors should be followed:
substitute, combination, adaptation, modification, exaggeration, magnification,
elimination and reversing of sequence (Mitchell, 1999).
Similarly Nokia needs to follow effectual divergent thinking for brainstorming
including deferring the judgement; hunting for ideas, approval and recognition of
ideas, management should be stretching itself for ideas, giving space to ideas
and simmer. Hence the Nokias management should adopt the policy of a
hitchhiker for seeking all variations of ideas. In addition for convergent thinking
the management should be conscious, explicit, stay away from premature
closure, look for devious spots, develop positive judgment and should not
misplace the steady path of success for achieving goals. Hence as soon as
convergent and divergent thinking are addressed Nokia can flourish for achieving
innovation in its products.
Situation identification
The first step in brainstorming technique for CPS is to identify the current
situation which can represent a challenge which can be met. For this purpose
Nokia can take help from the situation analysis which depicts the current market
status with respect to the competitors. The objective which can be desired to
attain can be determined (Reiter, 2004).
Currently Nokia is the leading mobile phone manufacturer and offer a large
variety of products including simple call and text oriented mobile phones to
complex smart phones. In addition Nokia also put forward supporting devices
and services including Ovi App store, mobile game and downloads and thus face
fierce competition in the market including iPhone, Blackberry who also present
innovative technologies. For a period of 30 years Nokia has offered brad identity
though loyal customer base. However it has failed to offer some of the appealing
features of the competitors mobile applications. Additionally for meeting such
requirements

prolonged

period

is

required

for

designing

and

stage

management. The customers also prefer associate mobile phones which are
based upon the service provider. This can devalue the phones due to providers
who offer cost reduction for encouraging contract sales. Consequently once the
messy situation is recognised the summary of the current market trends can be
4

stated. This can initiate the brainstorming through figuring out the concerns,
thoughts and changes that can aid in to sort out the situation.
Data finding
The data finding and analysis can help to identify the key facts of the situation.
This can also help to achieve the target objective. Nokia can establish a
demographic and psychographic data analysis for listing down the target
audience (Ott, 2001). This can help to classify the gender, age, income,
occupation, education and standard of living of the individuals. Furthermore the
psychographics can identify the levels of socialising and communication of
people with respect to their ages and mindset. For instance people of 18 to 25
years of age are students or are at early stage of their careers and live
independently (Orth et al., 2004). Socialising and interacting with people are at
their peak during this age and a significant part of their daily routines. Hence
they are the technology prone people who use technology as means of
communiqu. Money is also a valuable asset for such people and is highly
influenced through entertainment. Hence they are attracted by the most
advanced technology in the market. For these reasons Nokia can gather the data
regarding the people involved, problems they are facing, roots of the problems,
occurrences of problems and their relation to the current situation. The basic
goal is to search for pertaining facts and data. Divergent thinking can be applied
which can help to brainstorm the facts and data extraction. Once the facts are
listed the convergent thinking can be applied to judge and choose the most
important facts which can provide a key to the messy situation.
Problem finding
From the above steps of gathering facts of a situation the management of Nokia
can be specific in terms of accomplishments. Hence it can answer the following
questions including what is the genuine problem, what should be the objective,
what should be accomplished, what should be the main concerns, what is the
current challenge which should be addressed and what are the wishes of the
customers

that

needs

fulfilment.

Hence

divergent

thinking

should

be

implemented for listing down the problem statements and should be read over
and again for determining the problem at hand. After listing down all the
problems convergent thinking should be applied for selecting the problem of
utmost importance. Subsequent to listing down all the problems it should be

determined that which problem solving can give maximum benefits (Runco,
1994). Following is the cause and effect diagram for Nokia:

No promotions
for customers,
age groups
neglected,

Market threat
due to
prolonged
product

Feed backDissatisfaction of

Idea finding

Smartphone
product range,
high cost services

No product
differentiation,
emphasis on
Symbian

Technological

High costs as
aspects
compare to
Chinese
companies, Price

Nokia can make use of idea finding which enables to understand the problem at
Cost and
hand and provide solutions through services
presenting ideas. Divergent thinking is used
for this step as the main goal is to coverage
generate ideas. Every idea can be discussed
several times for finding a solution. However the management should take care
of the prevalence of divergent behaviour free of external and internal criticism.
Nokia should emphasise upon the innovation beyond smart phones as it should
see the requirements of target market. They should add advanced and simple
features which can generate excitement contained in the defined market. Ideas
should be generated which can set the mobile phones apart from other market
brands and trigger innovation. The usability of operating systems should coincide
with the latest technology in market. With varying age groups of the society such
applications should be used through which all people of society can take benefit.
Older people are less prone to technology as youngsters. Hence keeping in mind
the technology trends trouble free Apps should be made available with the
usability of Android or iOS as Symbian is said to e a sinking ship for Nokia (Ellis,
2007).
Idea
Introducing technological
trends

Rationale
Value added products can affect sales and
customer

satisfaction,

improve

supply

network for smooth availability of products,

perk up the quality of products and mobile
6

Promotional offers

applications
Nokia can achieve pre-sale feedback from
people and can amend the products with
respect to requirements, learn about the
practicability

Cost reduction

of

products

before

formal

launching into the market

With high competition with Samsung, Apple
and Chinese companies having up to date
technology (Android, Jellybeans) people can
be attracted through cost cutting technology
increasing profit margins

Solution Finding
The step comprises the setting of standards or criteria for product development.
This can measure up the worth of selected or prioritised ideas. These standards
can determine how to devise a way out for a problem in hand ( Santanen et al.,

2004). Nokia can benefit from this step with regard to quality, cost, morale,
safety, practicability and easiness for implementation of standards for each
product. Divergent thinking can help to create a preliminary list of aspects that
can be used up for evaluating the ideas. Subsequently divergent thinking can aid
in reviewing the listed criteria for evaluation of ideas. A scale from 0 to 10 can be
used for weighing the criteria. The satisfactory criteria can be enlisted upon the
decision matrix on one of the axis and selected ideas on the other. Furthermore
convergent thinking can be used to implement the weight of ideas. For meeting
up with the standards of product Nokia can see prerequisites for applications to
be implemented. The media strategies can be used for using the different
applications regarding the visual representation of Nokias products and brands.
Hence gaining exposure to target audiences can maximise the horizons of brand
and products while remaining under a certain budget. Through meeting up with
more than 50% of target audience the products can be precise while meeting all
the requirements. Hence solution finding can be essential while using the hand of
advertising for associating consumers and products
Acceptance Finding
For the proper implementation of plans and strategies there is a need to gain
maximum acceptance of ideas. It should be kept in mind that idea only exists

virtually and have low value. However they hold upmost importance when
implemented thoroughly. The following aspects should be considered including
the ways of altering and adjusting the ideas in such a way that they can be
acceptable, people who will benefit from the ideas, how the acceptance can be
attained, resources for appropriate acceptance of ideas, how to confront
difficulties

while

implementing,

ways

for

overcoming

those

difficulties,

negativities on the road to success, opportunities that can be used and how to
get support for the proposals ( Basadur, 1996). Nokia can make use of skills
related to divergent thinking which encourages listing all responses for ideas and
convergent thinking for selecting the most suitable responses which assures the
path of success. Hence for acceptance finding Nokia can organise a pre-event
media advertisement campaigns for making sure all the standards are met while
giving the free demos. Hence the feedback from customers on a fact sheet can
help the company to enhance the product with respect to the requirements. The
usability of social media marketing can also help for ideas to be accepted. Hence
budgets can easily be maintained while settling down all the constraints. This
can be followed by setting out plan of action which is to implement changes for
the products.

Disadvantages of Brainstorming
Although brainstorming has numerous advantages but there are disadvantages
for such as over application. It only works when every department of the
company is agreeing upon an idea ( Brahm, 1996). If there are negativities upon
the logical construction the idea can be rejected for solving a problem. For
instance, usability of advanced technology but facing hardware or design issues
can hinder away the brainstorming process. Additionally the technique can only
work when Nokias every department is imaginative and innovative for
contribution. Without equal contribution it can never achieve its targets for ideas.
There should be a strict policy for very department for monitoring the
brainstorming session which can be difficult as every authorised person does not
have governing power. With objections from several parties the brainstorming
sessions can be disturbed. For proper implementation there is a need for forming
small groups but being one of the largest companies in the world it might be
difficult for Nokia to manage every department.

Walt Disney Method

The Disney Creativity Strategy is a Neuro Linguistic Programming (NLP) tool
which recognises the patterns of human behaviour. It is essential for modelling
the thinking strategies of successful people who turn the ideas into reality. The
capability of connecting the innovative creativity with flourishing business
strategies is the key goal of Walt Disney approach (Isaksen, 1993).

There are three basic vital role characterised by Walt Disney method
including dreamer, realist and critic (Basadur, 1990). These play vital role
in producing ideas and bringing them into reality. This also often involves
brainstorming for ideas generation through diverging and converging thinking
approaches. In this model dreamer is the chief player. Nokia should make use of
ground-breaking ideas through brainstorming technique which can also produce
large visionary picture of problem solving approach. Hence this involves the
visual imaginations for resolving complex issues. For instance the method for
introducing cutting edge technology with cost and time efficient manner can be
done. Additionally Realist manages and organise the generated ideas for proper
implementation. Appropriate planning is required through putting plans and
inspirations into practical use. Hence for the methodology for making virtual
world into reality Nokia needs to develop constructive strategies through
overcoming the negative issues of brainstorming. Time frames can be
established for slow and steady progress. Appropriate teams for maintaining the
progress should be monitored through strategic management for increasing the
market value of the products. It should also consider that right form of products
is delivered to the appropriate target audiences. The Critic encompasses the
testing phase of ideas and planning. Subsequent to testing the shortcomings are
enlisted for avoiding difficulties and unintentional consequences ( Couger,

1994). For instance Nokia should take notice that of the delivered product
includes all the technological aspects but is highly sophisticated for some
customers. The step is similar to that of acceptance finding of brainstorming
where prototype of products can be tested through the customers feedback.
Hence Nokia should define the context through which an idea is workable and
unproblematic for future prospects.
However there needs to maintain a balance among the three roles as creativity
rises when there is a complete coordination among the three processors

(Higgins, 1994). All of the three roles are independent upon each other as a
dreamer devoid of realist cannot turn the ideas into reality, critic and dreamer
could be in a conflict without the help of realist and highest quality of the
products cannot be achieved without the help of critic. Hence there is a need for
maintaining a proper balance among the organisational units of Nokia for
delivering the utmost quality products meeting all the market requirements. At
the verge of technology of organisational success Nokia needs to understand the
diversity of the employees and the operational units. Hence it is a requirement
for success that a shared vision should be generated through customer
satisfaction, market driven technological aspects, respecting the generating
ideas from every group of people, creation of shared vision in telecommunication
industry and rapid or vivid decision making. Hence Nokia should represent itself
a learning institute where customers needs comes first.

Conclusion
Nokia is considered to be one of the leading mobile phone manufacturers in the
world. However some factors have led Nokia towards bankruptcy. With the
downfall of financial activities Nokia is seen as the company lacking motivation
for product development. It has locked itself within the domain of Symbian
instead

of

trying

Android

devices

as

compared

to

Samsung

who

has

manufactured upon numerous operating systems. The creative problem solving

involves the methodology and strategy for amending a problem. It is a way of
applying ground-breaking thinking and approach. Nokia can take advantage
through an efficient brainstorming technique. This involves the improvement in
quality and originality which is a resultant of fluency. The Disney Creativity
Strategy is a Neuro Linguistic Programming (NLP) tool which recognises the
patterns of human behaviour. It is essential for modelling the thinking strategies
of successful people who turn the ideas into reality. Both of the techniques
related to the creativity can be utilised for solving the problems of innovation
and fast product development. The technologies can take Nokia onto the next
level beyond Symbian technology for satisfying customers demands.

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%3A%2F%2Fsymbian-developers.net%2Fthe-downfall-of-nokia
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