5
Samsung Electronics
The first seller of smartphone !
The 5th most powerful global brand of 2020 (Interbrand ranking)
Introduction
Record brand value of $62.3 billion
Samsung
founded in 1938 by Lee Byung-Chul.
1969 : its first electronic product
Eunyoung Yang : a South Korean student
Vincent Berenguer : who has done a mobility study in South Korea
Boubacar Diop : from Senegal
Tommy Curtin : from Ireland
Interviews
The company culture
Part 1 : The company culture
Samsung is competitive
Long-term vs short-term Horizon
- 10 year strategy plans.
- Specific goals and objectives.
- Referent of sales in 2021.
- Increasing market share.
- Leader of sales in 2021 in the technological sector.
Samsung has long term horizon
Samsung is an innovator
Organisation loyalty.
Samsung's organizational loyalty is high
- Vertical hierarchy.
- Lack of lateral communication.
- Spider web spirit transition.
- Empower employees voice.
Safety vs risk
Samsung is safety
- Follower strategy in the market.
- Consumer dissatisfaction seen as opportunity.
- Transition to innovation and risk taker strategy.
- 7,7 %of sales invested in I+D+i 2021
Part 2 : How national culture influences the company culture
hofstede-insights.com
Collectivist society
Fashion
Family order
Neighbors
Loyal
=> "my" => "our"
Individualism/ collectivism
Ex:
Training programs
System for unethical actions
Fidelity => Fair Trade Commission
Fairness
Diligence
Honesty
Corporate ethics
Uncertainty Avoidance
Uncertainty avoidance
- South Korea consumption making process is a non-risky one.
- Aim for reviews and detailed specifications before buying the products.
- Samsung is in a transition, being less characterised by this cultural influence.
Power distance
Transition
Policies
5 working days a week
52 hours a week or less
Abolition of:
Patriarchal family owner law
criminality abortion
Masculinity/ Femininity
Emerging program 50/50
Supporting
Help with tools
2017: 26%
2019: 15%
31% of women
F: 38,2 €/h M: 46,23€/h
Economic situation in 20th century
Loyalty
Improve the company
3 missions
Contribute to the economic development of the nation
Act based on considerations of economic expediency
Respect the human resources
Productivity
Same work method => most efficient way of work
Construction of a road in few hours
First plant production of semiconductors => 6 months/ 2 years
Cultural mistakes made by Samsung
Part 3 : Cultural mistakes made by Samsung
Mocking advertising
Mocking advertising
Samsung uses the technique of belittling its competitor to succeed better.
Promotion of Samsung Galaxy
Example
Child labor
-16 years
Use of toxic products
Child labor
Hierarchy, management and communication problems
Hierarchy, management and communication problems
extremely toxic/oppressive working atmosphere
employees
"anti-union policy".
"inhumane working conditions"
"verbal and physical assaults"
"serious discrimination"
ITUC : The International Trade Union Confederation
163 countries
headquarters in Belgium
"empire of fear".
trade unions
punish the union leaders
violent and degrading language :
- "Bitch, what’s wrong with this organization ?"
- "Fuckheads, you’ve never gotten what I’m saying"
- "Bitch, Fuckin’ asshole, I’ll rip your trap"
- "Should I give you a pay ? You’re worthless"
from frandroid web site
To conclude...