Samsung Electronics, one of the world’s most successful companies based in South Korea, aims to “Tier One” status among its competitors by mastering the less tangible, more intuitive qualities of superior design. This case study takes students through Samsung ascent in little more than three decades from a small OEM producer of generics to a huge TV in numerous product categories of components (eg LCD) for ubiquitous consumer devices (eg mobile phones). During the last decade, t … Read more »

Samsung Electronics, one of the world’s most successful companies based in South Korea, aims to “Tier One” status among its competitors by mastering the less tangible, more intuitive qualities of superior design. This case study takes students through Samsung ascent in little more than three decades from a small OEM producer of generics to a huge TV in numerous product categories of components (eg LCD) for ubiquitous consumer devices (eg mobile phones). During the last decade, this technology-driven company has given way to an innovative, design-driven company, without less emphasis on R & D. Despite worldwide engineering design prizes and awards, the “iconic” product extracts (such as Apple’s iPod) them . After a detailed introduction to Samsung design operation, students are asked to develop a strategic direction that lead Samsung to the next level.
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from
Karen J. Freeze
Kyung-won Chung
Source: Design Management Institute
26 pages.
Release Date: 12 November 2008. Prod #: DMI021-PDF-ENG
Design Strategy at Samsung Electronics: Becoming a Top-Tier Company HBR case solution