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How explosive should the launch of the new Samsung Galaxy Note8 be?

Brännström, Tuva LU and Siebert, Lara Kristina LU (2020) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20201
Department of Business Administration
Abstract
In August 2016, Samsung launched the Galaxy Note7, but the initial excitement of both the company and the market dropped painfully after only a few days when reports covered phones that were bursting into flames. With an increasing number of incidents and massive media coverage, Samsung had to quickly step up its actions from a reluctant withdraw to a global recall within only one month. Hence, the company’s newest flagship product did not yield high earnings but, in fact, caused tremendous costs through the overall crisis handling and a record-breaking recall. As a consequence, the next phone model—and a version of the same product line—was loaded with an urgent need to compensate for the crisis, and to gain back trust. Therefore, the... (More)
In August 2016, Samsung launched the Galaxy Note7, but the initial excitement of both the company and the market dropped painfully after only a few days when reports covered phones that were bursting into flames. With an increasing number of incidents and massive media coverage, Samsung had to quickly step up its actions from a reluctant withdraw to a global recall within only one month. Hence, the company’s newest flagship product did not yield high earnings but, in fact, caused tremendous costs through the overall crisis handling and a record-breaking recall. As a consequence, the next phone model—and a version of the same product line—was loaded with an urgent need to compensate for the crisis, and to gain back trust. Therefore, the following question arises:

How should Samsung communicate the launch of the new Samsung Galaxy Note8 and how should the company—if at all—refer to the previous crisis? (Less)
Please use this url to cite or link to this publication:
author
Brännström, Tuva LU and Siebert, Lara Kristina LU
supervisor
organization
course
BUSN35 20201
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
brand management, crisis management, reputation, corporate brands, case study, Samsung
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
language
English
id
9007751
date added to LUP
2020-04-14 16:07:57
date last changed
2020-04-14 16:07:57
@misc{9007751,
  abstract     = {{In August 2016, Samsung launched the Galaxy Note7, but the initial excitement of both the company and the market dropped painfully after only a few days when reports covered phones that were bursting into flames. With an increasing number of incidents and massive media coverage, Samsung had to quickly step up its actions from a reluctant withdraw to a global recall within only one month. Hence, the company’s newest flagship product did not yield high earnings but, in fact, caused tremendous costs through the overall crisis handling and a record-breaking recall. As a consequence, the next phone model—and a version of the same product line—was loaded with an urgent need to compensate for the crisis, and to gain back trust. Therefore, the following question arises: 

How should Samsung communicate the launch of the new Samsung Galaxy Note8 and how should the company—if at all—refer to the previous crisis?}},
  author       = {{Brännström, Tuva and Siebert, Lara Kristina}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{How explosive should the launch of the new Samsung Galaxy Note8 be?}},
  year         = {{2020}},
}