Samsung Electronics: Success by Design

  
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:

Price:
Case Code : BSTR228 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Innovation, product strategy, business strategy, differentiation strategies
Case Length : 16 Pages
Period : 1993-2006
Organization : Samsung Electronics
Pub Date : 2006
Teaching Note : Not Available
Countries : Worldwide
Industry : Electricals and Electronics

Abstract:

Samsung Electronics is a Korea-based consumer electronics company. The case describes Samsung's journey from a company focused on manufacturing to one known for the excellence of its product design.

It discusses how the company came to use design as a differentiator and for competitive advantage.

It describes the steps that Samsung took on the people, process, and system fronts to improve its design capabilities. The case also talks about Samsung's design philosophy, and ends with a brief discussion on the use of design as a competitive advantage.

Issues:

» Gain insights into a company's design delivery process

» Appreciate the importance of design in consumer products

» Understand a company's efforts to gain a competitive advantage using design as a differentiator

Contents:

  Page No.
Introduction 1
Background Note 2
Samsung's Focus on Design Innovation 3
Bringing Cultural Changes 4
Systemic and Process Changes 5
Samsung's Design Successes 6
Criticism 7
Outlook 8
Exhibits 9

Keywords:

Samsung Electronics, Design strategy, Competitive advantage, Role of design in purchase decisions, Design philosophy, Design in consumer electronics, Design centers, Design excellence, Samsung Bordeaux

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