Samsung Electronics’ Global Strategies

Abstract

Since the New Management initiative, Samsung Electronics’ global expansion gave the company a strongpresence in the world. Samsung’s focus on speed, combined with its unique organizational capabilities,propelled the company to realize success in both emerging markets and developed markets at the same time. This study identifies that Samsung’s competitive advantages are driven by the right balance betweenexploration and exploitation, which enable constant innovation and experimentation and quick decisionsregarding investment. However, as Samsung’s success in India and Brazil and more mixed performance inChina indicate, speed is not a panacea in all contexts. Samsung would need to focus on different innovationapproaches that are adapted to different markets in order to ensure future success in emerging markets.