Measuring the Soft Power of World’s Major Smartphone Brands
This study applies the ‘soft power’ framework proposed by Nye (1990) to measure the soft power indexes of major smartphone brands in the world. The result indicates each firm’s soft power is exactly positively-related to its market share. The soft power framework was originally designed for measuring the competitiveness of countries. We cannot assure whether this outcome is merely a coincidence or it proves the validity of this soft power rating system. It takes further researches to get it done. A supreme element in high technology industry is the research and development capability. A smartphone is the quintessence of technology, for it condenses many technologies in it. Moreover, customers pursue state-of-the-art smartphones with a great many functions. Consequently, research ability is the key to sustain long run development and profitability of a company. Marketing strategy and brand value of a company determine its product image in customers’ minds. An excellent product still requires extraordinary marketing strategy and brand awareness to enhance its visibility in the market. External surveillance is considered a good check and balance, say, independent directors of a company. But we do not observe a significant difference among these enterprises. The soft power differs from country to country. A new business at its initial steps may need some protectionism or supports from its country of origin. Since these major smartphone players are all come from relatively civilized nations, and they are all strong enough to strive in global markets, we do not perceive the countries of the locations of head offices affect the performance of each company.