The Síminn Brand Inside

The Síminn Brand Inside (2007) London Business School Case (Fournier and Tavassoli )

The challenge for telecommunications company Siminn’s management team was to evolve the brand from its monopolistic center of gravity to something more consumer-centric: from a company known only as the biggest telecom company in Iceland to the customer’s first choice; from products to solutions, value, and results; from transactions to relationships; from technology-orientation to market-orientation; from a state-owned and run business concern to an attractive investment option; and from a defensive strategic responder to a dynamic and innovative player in the market.

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