Product details

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Abstract

The case deals with Korea-based Samsung, one of the leading global electronics companies and synonymous with digital technology. Samsung has a strong presence from consumer electronics to semiconductors. The case depicts in detail, the journey of the company from lower-end consumer electronics manufacturer to an upscale image with strong brand identity. The case showcases the new brand-building principles of the Korean consumer electronics company that paid off with the entry into ''Global 100 Brand'' in the new millennium. The case describes the company''s three-pronged strategies: (1) quality; (2) design; and (3) innovation. Finally, the case highlights future challenges that could hinder the brand-building process of the company.
Location:
Industry:
Other setting(s):
1999-2004

About

Abstract

The case deals with Korea-based Samsung, one of the leading global electronics companies and synonymous with digital technology. Samsung has a strong presence from consumer electronics to semiconductors. The case depicts in detail, the journey of the company from lower-end consumer electronics manufacturer to an upscale image with strong brand identity. The case showcases the new brand-building principles of the Korean consumer electronics company that paid off with the entry into ''Global 100 Brand'' in the new millennium. The case describes the company''s three-pronged strategies: (1) quality; (2) design; and (3) innovation. Finally, the case highlights future challenges that could hinder the brand-building process of the company.

Settings

Location:
Industry:
Other setting(s):
1999-2004

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