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LG Electronics Inc.: Breaking the Ice in the North American Market for Refrigerators

Abstract : 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 industrialised country in Asia, namely Korea. 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, organisational characteristics and organisational alignment in successfully entering and establishing oneself in a new market.
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https://hal-hec.archives-ouvertes.fr/hal-00582660
Contributor : Antoine Haldemann <>
Submitted on : Sunday, April 3, 2011 - 3:29:21 PM
Last modification on : Thursday, January 11, 2018 - 6:19:32 AM

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  • HAL Id : hal-00582660, version 1

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Joseph Lajos, Amitava Chattopadhyay, Eun-Ju Park. LG Electronics Inc.: Breaking the Ice in the North American Market for Refrigerators. 2007. ⟨hal-00582660⟩

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