Research Article

New Market Creation based on Innovative New Product Development: Samsung Electronics’ ‘Slim CRT’ TV

JIEUN LEE

Chung-Ang University

Published: January 2007 · Vol. 11, No. 1 · pp. 57-75

Full Text

Abstract

The TV market is rapidly changing with the spread of flat panel displays and digital broadcasting. This case study covers how Samsung Electronics, which experienced difficulties in earning profits and establishing a premium brand status, was able to create a new market with the launch of an innovative product called SlimFit TV, carrying out systematic market-sensing activities based on consumers’ needs and subsequent effective STP and 4P strategy.

Keywords: 삼성전자CRT TV 시장시장 환경 분석STP 및 4P 전략

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