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商品編號： CU40 出版日期： 2010/03/29 作者姓名： Schmitt, Bernd H. 商品類別： Marketing 商品規格： 11p 再版日期： 地域： South Korea;United States 產業： Cameras;Digital cameras 個案年度： -
商品敘述：
In 2009, Samsung invited Professor Bernd Schmitt to advise the company about how it could transform its brand and appeal to consumers on an emotional level. Although Samsung was generally well-regarded for its technological skill and steady execution, it had a reputation for lacking innovation and creativity. In this case, students accompany Schmitt on his journey from Seoul to Silicon Valley to Las Vegas as he discovers how a revolutionary new camera might change consumers'' perception of the brand.
涵蓋領域：
Branding;Breakthrough innovation;Consumer marketing;Consumer psychology;International marketing;Managing creativity & innovation
相關資料：
Case Teaching Note, (CU161), 10p, by Bernd H. Schmitt;Case Teaching Note, (CU41), 4p, by Bernd H. Schmitt
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