Document Type

Closed Project

Publication Date

Fall 2006


Dundar Kocaoglu

Course Title

Management of Engineering and Technology

Course Number

EMGT 520/620


Samsŏng Chŏnja -- Management, Samsŏng Chŏnja -- Business planning, Technology -- Management, Branding (Marketing)


Samsung Electronics (SE) has elevated corporate strategy to the level of mastery, becoming one of the fastest growing companies in the world. Today, “the South- Korean powerhouse has become the largest consumer electronics company” (Innovation Forum, August 26, 2005). SE has proven itself a consistent innovator, through market leader strategies such as: brand management, focus on the design and production of high-quality products, leading edge technology, and R&D.

Since SE has an extraordinary history that covers more than half a century, it would be fruitless for us to even attempt to capture its strategy over a few weeks period.

For the purpose of this paper, we will focus on the last 10 years of SE corporate strategy. Nevertheless, we will mention shortly the economic environment in which Samsung Corporation was born, and also its “background”. We think that by briefly looking at its origin and history, we would understand SE’s innovative strategies better.


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