Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 11 pages
Data source: Published sources
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https://casecent.re/p/20935
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Abstract
Samsung Electronics, known once as a producer of cheap alternatives to Japanese products, successfully transformed ''Samsung'' into a high-end brand. Mr Jong Yong Yun, who joined as CEO in 1997 when the company was about to be written off, gave it a much needed upscale image. The efforts of Mr Yun were so successful that, Sony Chairman Nobuyuki Idei commented, ''To survive as a global leader we too have to change''. The case traces out how Mr Yun shook up the entire organisation to change its image from that of a mass marketer to the second most recognisable consumer electronics brand in the world with in a span of six years.
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Abstract
Samsung Electronics, known once as a producer of cheap alternatives to Japanese products, successfully transformed ''Samsung'' into a high-end brand. Mr Jong Yong Yun, who joined as CEO in 1997 when the company was about to be written off, gave it a much needed upscale image. The efforts of Mr Yun were so successful that, Sony Chairman Nobuyuki Idei commented, ''To survive as a global leader we too have to change''. The case traces out how Mr Yun shook up the entire organisation to change its image from that of a mass marketer to the second most recognisable consumer electronics brand in the world with in a span of six years.