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Samsung's Next Frontier
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.