Samsung's Next Frontier

Can a new product help an electronics company inspire passion from consumers?
Bernd Schmitt  | Spring 2010
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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

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