Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Business in India, The LG Way

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Case Title:

Business in India: The LG Way

Publication Year : 2004

Authors: P Venkatesh, Sumit Kumar Chaudhuri

Industry: Home Appliances and Personal Care Products


Case Code: MKS0005

Teaching Note: Available

Structured Assignment: Available

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Since its entry into India in 1997, LG Electronics India Pvt Ltd. (LGEIL), the wholly-owned subsidiary of LG Electronics Incorporated (South Korea) in India, has been successful in contributing 5% of the global operations of its parent LG. LGEIL's products speak the language, which the Indian consumers understand. Further, the people who manage its business are chosen locally and the distribution network is customised to Indian conditions. LGEIL, with its strategies well in place, looks forward to a brighter future.

Pedagogical Objectives:

  • To discuss the strategies LGEIL followed in India with regard to its employees and distribution network in the backdrop of its Korean origin and the Korean philosophy.

Keywords : South Korean chaebols; LG Electronics Corporation; Korean management philosophy; Sahoon; Confucian values; Employee training and development; The pull factor of LG (LG Electronics); Paternalistic management culture of Korea; Corporate ideologies; Market Entry Strategies Case Study; Consumer electronics companies in India; Regional distribution model; Customer satisfaction model; Direct-dealer channel; Brand recall; LG AC (air conditioners) academy


  • LG in India
  • LG employees
  • LG's distribution
  • The future

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