Harvard Case - Northern Telecom and Netas (A): Turkey's Telecommunications Team
"Northern Telecom and Netas (A): Turkey's Telecommunications Team" Harvard business case study is written by Rosabeth Moss Kanter, Pamela Yatsko, Kalman D. Applbaum. It deals with the challenges in the field of General Management. The case study is 28 page(s) long and it was first published on : Jun 16, 1995
At Fern Fort University, we recommend that Northern Telecom (Nortel) proceed with the acquisition of Netas, but with a strategic approach that prioritizes organizational change management, cultural integration, and leveraging Netas's local expertise to achieve sustainable growth in the Turkish telecommunications market.
2. Background
This case study focuses on Nortel's strategic decision to enter the Turkish telecommunications market through the acquisition of Netas, a leading Turkish telecommunications company. Nortel, a multinational corporation with a strong presence in North America and Europe, seeks to expand its global reach and capitalize on the burgeoning Turkish market.
The main protagonists are:
- Nortel: A multinational telecommunications company seeking to expand its global reach.
- Netas: A leading Turkish telecommunications company with strong local market knowledge and a loyal customer base.
- The Turkish Government: Plays a significant role in the telecommunications sector, influencing regulations and market dynamics.
3. Analysis of the Case Study
Using Porter's Five Forces Framework:
- Threat of New Entrants: High, due to the relatively low barriers to entry in the Turkish telecommunications market.
- Bargaining Power of Buyers: Moderate, as customers have choices among various telecommunications providers.
- Bargaining Power of Suppliers: Moderate, as the market is not dominated by a few key suppliers.
- Threat of Substitute Products: High, as alternative technologies like mobile and internet services are constantly evolving.
- Competitive Rivalry: High, as the Turkish telecommunications market is characterized by intense competition among established players and new entrants.
Key Challenges:
- Cultural Differences: Integrating Nortel's corporate culture with Netas's local culture will be crucial for successful integration.
- Political and Regulatory Environment: Navigating the complex political and regulatory landscape of Turkey will be essential for Nortel's success.
- Competition: Nortel will face stiff competition from established players and new entrants in the Turkish market.
- Technology Adoption: Keeping pace with rapid technological advancements in the telecommunications industry will be critical.
4. Recommendations
1. Strategic Integration:
- Cultural Sensitivity: Nortel should prioritize understanding and respecting Netas's local culture and values. This involves fostering open communication, promoting cross-cultural training, and ensuring that decision-making processes are inclusive.
- Leveraging Local Expertise: Nortel should leverage Netas's deep understanding of the Turkish market, its customer base, and its regulatory environment. This includes retaining key personnel, empowering local management, and adapting products and services to meet local needs.
- Collaborative Innovation: Nortel should encourage collaboration between its own research and development teams and Netas's engineers to develop innovative solutions tailored to the Turkish market.
2. Market Expansion and Growth Strategy:
- Targeted Marketing: Nortel should develop a targeted marketing strategy that leverages Netas's existing customer base and reaches new segments of the Turkish market. This includes utilizing local marketing channels, tailoring messaging to local preferences, and offering competitive pricing strategies.
- Product Development: Nortel should prioritize the development of products and services that meet the specific needs of the Turkish market, considering local infrastructure, regulatory requirements, and consumer preferences.
- Strategic Partnerships: Nortel should explore strategic partnerships with local businesses and government agencies to expand its reach and enhance its market position.
3. Organizational Change Management:
- Clear Communication: Nortel should ensure clear and transparent communication about the acquisition and its implications for both Netas employees and customers. This involves regular updates, open forums for questions and concerns, and addressing potential anxieties.
- Employee Engagement: Nortel should invest in employee engagement programs to foster a sense of belonging and ownership among Netas employees. This includes providing opportunities for professional development, recognizing contributions, and promoting a culture of collaboration.
- Leadership Development: Nortel should invest in leadership development programs for both Nortel and Netas managers to ensure effective communication, collaboration, and decision-making across the combined organization.
5. Basis of Recommendations
These recommendations are based on:
- Core Competencies and Consistency with Mission: The acquisition aligns with Nortel's mission to expand its global reach and provide innovative telecommunications solutions.
- External Customers and Internal Clients: The recommendations prioritize understanding and meeting the needs of both external customers and internal employees.
- Competitors: The recommendations consider the competitive landscape in the Turkish telecommunications market and aim to differentiate Nortel's offerings.
- Attractiveness: The acquisition presents a significant opportunity for Nortel to enter a rapidly growing market with a large and diverse customer base.
6. Conclusion
By adopting a strategic approach that prioritizes cultural integration, leveraging local expertise, and fostering organizational change management, Nortel can successfully integrate Netas and achieve sustainable growth in the Turkish telecommunications market. This approach will enable Nortel to capitalize on the significant opportunities presented by this emerging market while navigating the challenges of cultural differences, political complexities, and intense competition.
7. Discussion
Alternatives:
- Joint Venture: Nortel could have chosen to form a joint venture with Netas, rather than acquiring the company outright. This would have provided Nortel with access to the Turkish market while minimizing the risks associated with full ownership.
- Organic Growth: Nortel could have chosen to enter the Turkish market through organic growth, establishing its own operations and building its customer base from scratch. This would have been a slower and more resource-intensive approach, but it would have given Nortel more control over its operations.
Risks:
- Cultural Clash: The integration of Nortel's corporate culture with Netas's local culture could lead to conflicts and resistance.
- Political Instability: The political environment in Turkey is volatile, and any changes in government policy could negatively impact Nortel's operations.
- Competition: The Turkish telecommunications market is highly competitive, and Nortel may struggle to gain market share.
Key Assumptions:
- Government Support: The Turkish government will continue to support the development of the telecommunications sector.
- Economic Growth: The Turkish economy will continue to grow at a healthy pace, providing a favorable environment for Nortel's operations.
- Technological Advancements: Nortel will be able to keep pace with rapid technological advancements in the telecommunications industry.
8. Next Steps
- Due Diligence: Nortel should conduct thorough due diligence on Netas to assess its financial health, operations, and market position.
- Integration Planning: Nortel should develop a detailed integration plan that outlines the steps involved in merging the two companies.
- Communication Strategy: Nortel should develop a clear communication strategy to inform employees, customers, and stakeholders about the acquisition and its implications.
- Cultural Integration Programs: Nortel should implement cultural integration programs to foster understanding and collaboration between employees from both companies.
- Market Entry Strategy: Nortel should develop a comprehensive market entry strategy that outlines its product and service offerings, pricing strategy, and marketing plan.
By taking these steps, Nortel can increase its chances of success in the Turkish telecommunications market and solidify its position as a global leader in the industry.
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Case Description
The Turkish general manager of a successful telecommunications equipment-manufacturing joint venture between the Canadian company Northern Telecom and local partners in Turkey reviews the solutions to a crisis in 1989 and wonders whether the company will be able to handle another problem situation following Turkey's local elections in 1993.
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