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Samsung's Shift to Customer-Centric Innovation

Samsung changed its brand perception from a copycat to an innovative leader by focusing on customers during new product development, generating internal ideas, and using systematic teams of young designers to test concepts and gain competitive advantages through technology and design.

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Jähäñ Shër
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14 views1 page

Samsung's Shift to Customer-Centric Innovation

Samsung changed its brand perception from a copycat to an innovative leader by focusing on customers during new product development, generating internal ideas, and using systematic teams of young designers to test concepts and gain competitive advantages through technology and design.

Uploaded by

Jähäñ Shër
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Samsung changed its positioning in the mind of consumers from a Korean copycat brand to the

world’s largest innovative product manufacturer by focusing on key stages of new product
development process. Samsung put the customers at the core of its innovation movement and
used the customer-centric product development approach for creating more satisfying
experiences for the customers. Samsung changed the source of idea generation from external
sources (competitors) to internal sources by hiring fresh, young designers and managers. The
use of team-based and systematic new product development strategy helped Samsung in
gaining the competitive advantage through its cutting-edge technology and stylish designs, the
inclusion of fresh and young designers helped in evaluating good and poor ideas, and in
concept testing for its new products

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