Small Group Assignments

1. Start by visiting the Samsung website (http://www.samsung.com/us/). Review the product tabs
at the top, showing the categories in which Samsung competes: Mobile, TV & Audio,
Computing, and Appliances. Check out the variety of products the company offers. Look at the
Samsung SmartThings, the newest innovative area, where some of the “Internet of Things”
products will be found. Once you’ve drawn out the almost overwhelming list of Samsung
innovations, discuss the Samsung innovation process. Keep in mind that the purpose of the
discussion is not to discuss every Samsung product; rather, it’s to show the scope of Samsung’s
innovations and the process behind their development.
Discussion Questions
1. Name some Samsung products. Which Samsung products do you use? (Develop a quick
starting list. Initial responses will probably include more common products such as
Galaxy smartphones and tablets, Samsung TVs, and laptops. But digging deeper shows
the mind-boggling scope and innovativeness of Samsung’s portfolio. Note that in
addition to those common products, apps, printers, home theater, virtual reality,
headphones, and many household appliances are on the list. Refrigerators, dishwashers,
ranges, washers and dryers, even home security can be found here. Again, the goal is not
to discuss specific products but to convey the sheer magnitude of innovative products
from Samsung and their variety.)
2. “We have to show consumers what’s in it for them and what the Internet of Things can
achieve,” says Samsung’s CEO. “To transform our economy, society, and how we live
our lives.” Adds another Samsung executive: “We will focus on creating amazing
experiences, [on doing] what is right by customers.” In terms of new product
development, what do these quotes mean to you? (Beyond cutting-edge technology,
Samsung puts the customer at the core of its innovation movement.)
3. How does the chapter-opening Samsung story relate to the concepts in Chapter 9? (Use
the Samsung story to transition into chapter concepts such as the eight-step process for
developing new products. But more important than the steps in any process is the idea
that new-product development must be systematic, team-based, and—most important—
customer centered. Does Samsung follow this approach?)

2. Each group should read “Company Case Airbnb: Making Hospitality Authentic” (pp. 275-277,
Kotler and Armstrong, 2018). Then, answer the following questions:
1. How do the four characteristics of services apply to Airbnb? How does Airbnb deal with
each characteristic?
2. Apply the service profit chain concept to Airbnb.
3. How does Airbnb differentiate its offer, delivery, and image?
How much of a threat is competition to Airbnb?
4. Will Airbnb last as long as Hilton Worldwide has? Explain.