In less than a decade, Korea’s Samsung has evolved from a manufacturer of low-end consumer electronics turned into a legitimate rival of the Japanese giants such as Sony and Panasonic. Success is largely to position on efforts to Samsung as a supplier of stylish, cutting-edge digital technology. But the shadow of the old brand image to remain on driven by the continued availability of several of the company’s traditional products. The President of Samsung Electronics Canada was towards … Read more »

In less than a decade, Korea’s Samsung has evolved from a manufacturer of low-end consumer electronics turned into a legitimate rival of the Japanese giants such as Sony and Panasonic. Success is largely to position on efforts to Samsung as a supplier of stylish, cutting-edge digital technology. But the shadow of the old brand image to remain on driven by the continued availability of several of the company’s traditional products. Been addressed to the President of Samsung Electronics Canada to solve this problem, whereupon difficult decisions threaten to hurt regarding product, price, distribution, and promotion, sales and short-term gains.
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from
Robin Ritchie,
Fan Ye,
Christian Kim
Source: Ivey Publishing
20 pages.
Release date: 30 July 2004. Prod #: 904A16-PDF-ENG
Samsung: Redefining a brand HBR case solution