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When Eric Kim Came to Samsung in 1999, He Realized

question 72

Essay

When Eric Kim came to Samsung in 1999, he realized that Samsung's basic problem lay in the brand's image. Describe the state of Samsung's brand image at that time and discuss the actions Kim took to fix the brand image problem.


Definitions:

Wireless Range Extender

A device that amplifies your wireless signal to get it out to parts of your home that are experiencing poor connectivity.

Wireless Access Point

A networking device that allows wireless devices to connect to a wired network using Wi-Fi or related standards.

Router

A networking device that forwards data packets between computer networks, directing traffic on the Internet.

Dial-Up

A form of Internet access that uses telephone lines to establish a temporary Internet connection via a modem, characterized by relatively slow data transmission speeds.

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