Ericsson in the Global Enviroment

B. Ericsson in the Global Environment

Stereotypes have been attached to many things; from groups of peoples to certain industries. Ericsson as the “world-leading telecommunications provider” also has it’s own set of stereotypes. Swedes are seen as a cold, reserved and sterile society, and their company is thought that it just sells phones. Globalization has proven to be challenging because Ericsson’s top executives had to implement a plan that would allow for their company to be seen in a different way. When doing business outside of Sweden the CEO soon realized that preconceived notions can be harmful to a companies image and must be changed through providing excellent services and also giving back to society.
Ericsson has definitely been affected by the technology bust of recent years. However in an effort to still make forecasted profits, the firm has had to reach new markets, which includes developing nations. New areas that are being reached consist o...