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:

Overapplied

A situation where the allocated overhead costs exceed the actual overhead costs incurred.

Overhead

Expenses related to the day-to-day running of a business that are not directly linked to the production of goods or services, such as rent and utilities.

Underapplied

A term used in accounting to describe a situation where the allocated manufacturing overhead is less than the actual overhead incurred.

Overapplied

Refers to a situation where the amount of overhead cost allocated to products or services is more than the actual overhead cost incurred.