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or administrative process)

Behind the current successfulness of Samsung, there is a big turning point which is adapting Android operating system for smartphones. It was the main reason of Samsung to become the world largest smartphone manufacturer.

Management Innovation: (Managers and its strategic level decision takers have required experience to draw upon)

Throughout 2012, Samsung Corporation continued to improve its practice of sustainable management with responsible corporate governance. Additionally, to agree with national and international law and regulations, Samsung also adapted a set of ethical standards and values that guide its work procedures and decision making processes. Through a corporate governance structure that focuses on board of director engagement, Samsung works to ensure responsible, transparent and sustainable business management across all operations. (Samsung Sustainability Report 2013)

Dr. Oh-Hyun Kwon is the current vice chairman and CEO of Samsung. He joined to Samsung in 1985 and he has done a vital role inside Samsung Corporation which led to the company to rapid development in the semiconductor industry. Samsung is administrated by an independent board of directors who are devoted to serving Samsung's key stakeholders with transparency and integrity. Mr. Choi has been with Samsung for more than 30 years, and he is the visionary leader of oversees Samsung's North American companies. (Samsung 2015)

Service Innovation: (Internet-based financial services, ICT services...etc.)

The 21st century is a convergence era during which the offerings and services of divergent industries and technologies are fused and developed. Specially, Samsung foresees that a diverse and smart convergence “Intelligent Convergence' will flourish due to rapid innovation in ICT service technologies. The Samsung SDS, in sync with the intelligent convergence era, offers various solutions that support their customers’ business successes and improve an individual's quality of life by leveraging accumulated ICT service capabilities.

Throughout past few years Samsung has gained significant amount of reputation and attained highest customer satisfaction from smart phone users than other competitors due to its innovativeness. Furthermore, Fortune Magazine has analysed Samsung’s corporate culture by utilizing the confidence index and listed it under “The 100 Best Companies to Work For” since 1998.

Samsung has spent around $14 billion (Which is more than Iceland's GDP) on marketing and promotion of its products and services in 2013, which is the biggest (as a percentage of its total revenue) advertising budget of any company ever. (Gilbert 2013) Also Samsung has been the Chelsea’s official shirt sponsor since 2005, Africa Cup of Nations 2010 in Angola and Africa Cup of Nations in Gabon and Equatorial Guinea in 2012. (Daryl 2010)

Moreover Samsung’s brand name value is $35 billion and it’s in the 8th place of world’s most valuable brands list.

Week Approaches of Samsung
The following example shows, how strong cultures of other competitors (Apple and Google) are affected on Samsung’s weak approach to a new operation system.

Samsung launched its first smartphone operating system called ‘Bada’, which was fully developed by Samsung in 2009. Samsung officially l