In January 2008, Samsung Electronics won 32 innovation and design engineering awards at the Consumer Electronics Show, the biggest show of its type on earth. Samsung Electronics' management believed the awards were a sanction (or "vindication") of the company's investment in product design and invention. On the other hand, the company found its competitive advantage diminishing rapidly due to commoditization of research and development ("R&D"), product design and innovation processes.
This is a management strategy case that investigates merchandise design, innovation strategies and the strategic planning in a changing competitive landscape. While the investment in R&D and product design has content that Samsung Electronics with its dominant perception, such brand market position and premium dominance may not be sustainable in the long run, especially now that competitors are achieving higher profitability with lesser investments in R&D per product. The case also discusses such issues as product design philosophies, localization of products, innovation strategies, merchandise design outsourcing for consumer electronics products.
Samsung Electronics Innovation and Design Strategy case study solution
PUBLICATION DATE: April 01, 2009 PRODUCT #: HKU825-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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