Samsung Electronics: Success by Design
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Case Code: BSTR228 Case Length: 16 Pages Period: 1993-2006 Pub Date: 2006 Teaching Note: Not Available |
Price: Rs.300 Organization: Samsung Industry: Consumer Electronics Countries: India Themes: Differentiation Strategies, Innovation |
Abstract Case Intro 1 Case Intro 2 Excerpts
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
The case is structured to achieve the following teaching objectives
- 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
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Introduction
Background Note
Samsung's Focus on Design Innovation
Bringing Cultural Changes
Systemic and Process Changes
Samsung's Design Successes
Criticism
Outlook
Exhibits
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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