Abstract
This chapter looks at a case of marketing innovation in Japan’s fast-developing mobile phone business. The chapter has two key points of focus. It examines how the presence of dual networks (exploratory and exploitative) for major communications carrier NTT DoCoMo (“DoCoMo” from here on) helped to achieve a synthesis of environment creation and environment adaptive strategies and greatly expanded the mobile phone business markets. It also investigates the evolutionary process of DoCoMo’s dynamic strategic management, and analyzes the dynamism of the congruence between the environment and corporate system and among individual management elements within the corporate system achieved by DoCoMo at each innovative phase.
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Kodama, M. (2010). Developing New Broadband Services by Dynamic Collaboration Through Strategic Boundary Networks: A Case Study of NTT DoCoMo. In: Boundary Management. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-03789-4_4
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DOI: https://doi.org/10.1007/978-3-642-03789-4_4
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