In January 2008, Samsung Electronics has won 32 awards for innovation and design of Consumer Electronics Show, the largest exhibition of its kind in the world. Management of Samsung Electronics, said that the awards were welcomed (or "justification"), an investment company in product development and innovation. However, the company found its competitive advantage by decreasing faster commercialization of research and development ("R & D"), design and innovation. This is a case management strategy, which examines the design, innovation strategies, and strategic planning in a changing competitive environment. While investment in R & D and product design awards Samsung Electronics with its dominant position in the market and the perception of a premium brand, such dominance was not sustainable in the long term, especially now, when competitors are achieving higher returns with lower investment in R & D to production. The case also discusses issues such as product design philosophies, innovative strategy, product localization, product design outsourcing services for consumer electronics. "Hide
by Ali Farhoomand, Vishwanath Desai Source: University of Hong Kong, 19 pages. Publication Date: April 1, 2009. Prod. #: HKU825-PDF-ENG
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