Samsung Electronics: Success by Design

Samsung Electronics: Success by Design
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
Samsung Electronics: Success by Design
Abstract Case Intro 1 Case Intro 2 Excerpts


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.


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



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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