Professional Documents
Culture Documents
Case Study of Samsung's Mobile Phone Business: Boon-Young Lee
Case Study of Samsung's Mobile Phone Business: Boon-Young Lee
Boon-Young Lee
aliceboon@kdischool.ac.kr
and
Seung-Joo Lee
sjl@kdischool.ac.kr
Abstract: This paper examines Samsung Electronics successful growth strategy in the mobile
phone business. It examines its early efforts at developing a competitive product in the domestic
market, its globalization strategies, and some of the key challenges it faces today. The paper
provide insights into how a late-comer to an industry can overcome certain disadvantages and
successfully position itself as a widely respected and successful brand.
JEL classification: L 63, M10
Key words: Samsung, mobile phone, strategy