In 2009, Samsung invited Professor Bernd Schmitt to advise the company about how it could transform its brand and appeal to consumers on an emotional level. Although Samsung was generally well-regarded for its technological skill and steady execution, it had a reputation for lacking innovation and creativity. In this case, students accompany Schmitt on his journey from Seoul to Silicon Valley to Las Vegas as he discovers how a revolutionary new camera might change consumers' perception of the brand.

Case id: 100505
Supplemental Materials: Teaching Note