| Summary: | The present study highlights the remarkable journey of the world-famous electronics brand
Samsung. Beginning as a small manufacturing entity, the company grows rapidly, resulting in a
renowned brand. Competing directly with several innovation-driven companies, such as Apple,
Samsung maintains its place in the market and keeps growing. The article discusses in detail some
of the fascinating events that became the turning points in Samsung’s journey and pushed it to
rethink its strategy. The main purpose of this study is to offer a deeper understanding of the
business approach and culture of Samsung. Being a Korean company, its brand values also reflect
in the company culture. Its strong vision, self-belief, and willingness to grow helped Samsung
achieve such great heights and dominate the global tech industry.
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