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

Joseph Lajos, Amitava Chattopadhyay and Eun-Ju Park
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Joseph Lajos: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique
Amitava Chattopadhyay: INSEAD - Institut Européen d'administration des Affaires

Working Papers from HAL

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.

Keywords: Marketing; Branding; NIC; Marketing strategy; New product development; Market entry (search for similar items in EconPapers)
Date: 2007-11
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Published in 2007

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Persistent link: https://EconPapers.repec.org/RePEc:hal:wpaper:hal-00582660

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