EE204: Business Management for
Electrical Engineers and Computer Scientists

Samsung Electronics: Global Flash Memory Market

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Case Summary

In 2006, Samsung Electronics semiconductor business was the world's largest supplier of flash memory components. The company, however, did not originally invent flash technology and entered the market in the early 1990s behind technology leader Toshiba Corporation of Japan. This case explains how Samsung became a leader in the global market for flash memory over the following fifteen years. Readers are asked how they would make investment decisions to maintain this leadership position going forward.

Discussion Questions

1. How does Samsung's operating philosophy on page 7 fit with the Innovator's DNA article?
2. What role do cultural differences play in the nnovative process.
3. How do Apple's, Samsung's and Toshiba's marketing strategy compare?
4. What is the difference between a technology leader and innovative leader?
5. What drove Samsung's committment to flash memeory?
6. Samsung's management structure and engineering work ethic has lead to market success and great innovation - what organizational changes would you recommend chairman Lee to foster creativity and innovation in global markets?