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LG Electronics Inc.: breaking the ice in the North American market for refrigerators

Author: Chattopadhyay, Amitava ; Lajos, JosephINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2007.Language: EnglishDescription: 30 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: The case focuses on LG Electronics’ entry into the US market and its efforts to develop a premium brand, highlighting the specific instance of refrigerators which played a key role in the establishment of the firm's image. Entering the world’s largest market proves to be a formidable challenge, particularly in a category that is mature and when the entrant is from a newly industrialized country in Asia, namely Korea.Pedagogical Objectives: The case reveals how LG Electronics went about trying to establish a premium brand image in the US, following a series of earlier failed attempts. It allows for a discussion of key issues around customer focus, organizational characteristics and organizational alignment in successfully entering and establishing oneself in a new market.
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INSEAD Case Asia Campus
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Print Consultation only BC008169
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

The case reveals how LG Electronics went about trying to establish a premium brand image in the US, following a series of earlier failed attempts. It allows for a discussion of key issues around customer focus, organizational characteristics and organizational alignment in successfully entering and establishing oneself in a new market.

The case focuses on LG Electronics’ entry into the US market and its efforts to develop a premium brand, highlighting the specific instance of refrigerators which played a key role in the establishment of the firm's image. Entering the world’s largest market proves to be a formidable challenge, particularly in a category that is mature and when the entrant is from a newly industrialized country in Asia, namely Korea.

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