Business Case Studies, HRM / Organizational behaviour Case Study, Jong Yong Yun, Samsung Electronics' CEO,Competing through Catastrophe Culture

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HRM / Organizational behaviour Case Study

Case Title:

Jong Yong Yun, Samsung Electronics' CEO: Competing through Catastrophe Culture

Publication Year : 2005

Authors: Roopa & Sumit Kumar Chaudhuri

Industry: Engineering, Electrical and Electronics

Region:South Korea

Case Code: HRM0012

Teaching Note: Available

Structured Assignment: Available

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Jong Yong Yun, Samsung Electronics' chief executive officer since December 1996, has restructured Samsung by defying traditional Korean corporate culture of hierarchy and lifetime employment. Yun instilled a sense of ‘perpetual crisis’ among his employees and encouraged them to come up with innovative products that according to him, were necessary for Samsung's survival. His emphasis was on quality products with unique designs and effective brand promotions. In 2004, Samsung surpassed Sony to earn profits of $9.4 billion over revenues of $72 billion. Still, Yun felt that to compete in the global market, Samsung's products needed to be transformed into brands like that of Apple's iPod or Sony's Walkman.

Pedagogical Objectives:

  • To understand the growth of Samsung Electronics
  • To discuss how a change in leadership and organisational culture helps to enhance a company's competitiveness.

Keywords : Kun-Hee Lee, Traditional culture at Samsung, Jong Yong Yun, Samsung Electronics’ brand value, Competitive Strategies Case Study, Lee’s new management initiative, Samsung Electronics’ design culture, Jong Yong Yun’s restructuring strategy, Yun’s open-style management, Bureaucracy in Samsung, Yun’s business model for Samsung Electronics’ 3Ps, Samsung Electronics’ brand image, Corporate culture, Samsung’s VIP centre


  • Samsung's Corporate Culture
  • Jong Yong Yun: Managing Samsung's "Complacent" Culture
  • Jong Yong Yun- A Brief Profile

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