Samsung Electronics: Success by Design |
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ExcerptsSamsung's Focus on Design Innovation
Lee said, "…having taken responsibility for the management of the group for five years, I have come to realize that Samsung has reached a turning point where it simply has to change. We are not yet adapting ourselves to the new economic environment. Our management is still maintaining a policy that puts priority on quantity rather than quality. We have to change if we are to survive. That is our only chance." Bringing Cultural ChangesAlthough Samsung had no problems in funding and creating the design infrastructure, it faced a more difficult task in convincing the rank and file at the company that design was necessary for survival and growth. Most of the employees were more concerned about costs and volumes than design. "Samsung was a technology company whose management thinking came out of exporting rice,"said Bruce, "There was no design involved. It was all about keeping the price down and outselling the other guy."...
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