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Samsung Galaxy Note 7 Debacle

John Lee; Chloe Zheng; Dominic Lim;

商品編號:9B17M152
出版日期:2017/10/31
再版日期:2017/10/31
商品來源:Ivey
商品主題:General Management/Strategy; International Business
商品類型:Case (Pub Mat)
涵蓋議題:recall;stakeholder;crisis management;communication
難易度:4 - Undergraduate/MBA
內容長度:15 頁
地域:South Korea; United States
產業:Manufacturing;
事件年度:2016

In early September 2016, Samsung Electronics Co. Ltd. (Samsung), a leading manufacturer of smartphones headquartered in South Korea, released the new generation of its flagship smartphone, the Galaxy Note 7. Despite initial positive reviews and a strong market reception, just eight days later, Samsung voluntarily recalled 2.5 million of the smartphones, after receiving reports of the devices overheating and catching on fire. The problems persisted even with the replacement device, and the company decided to cease all production and sales of the Galaxy Note 7 in October 2016. Samsung faced a highly commoditized market, decreasing global demand, and increasing competition, but the company now also needed to deal with one of the biggest recalls in the history of the industry. What had gone wrong, and how could the company move forward?

教學手冊:8B17M152;
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