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A study on the growth strategy of LG air conditioner business

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Frame of Image Joo Lee
ABSTRACT
A STUDY ON THE GROWTH STRATEGY OF LG AIR CONDITIONER BUSINESS By Jae-Sung Lee
This paper analyzes the current situation of the air conditioner business, focusing on the industry analysis and key success factors of the leading players, and examining the case of the LG Electronics Air Conditioner OBU. The LG Electronics Air Conditioner OBU became the world’s second largest maker of air conditioners in 1999 and aims to be number one in 2003. It is meaningful to investigate how LG has achieved a major turnaround in a difficult situation, and analyze the core competence of its growth strategy which has led to its success.
The key findings obtained from this case study are as follows: to be successful in the competitive world market, it is imperative to have product leadership, cost competitiveness and strong leadership, focusing on growth. Preparing for the next era, it is essential to develop the internal competence of the organization through breakthrough product innovation, creative marketing strategy and strategic decision making for the future.
ACKNOWLEDGEMENTS
Many people have given their precious time and generous support to this thesis. First of all, I would like to express my sincere gratitude to my supervisory professor, Dr. Seung-Joo Lee, who has always encouraged me and given me indefatigable advice and comments. Also, I would like to thank the Dean of KDI School, Dr. Gil-Jin Lim, who has given me such great motivation and stimulation for my study at K


Full Text
Title A study on the growth strategy of LG air conditioner business
Similar Titles
Material Type Articles
Author(English)

Lee, Jae-Sung

Publisher

[Seoul]:KDI School of Public Policy and Management

Date 2000
Pages 72
Subject Country South Korea(Asia and Pacific)
Language English
File Type Documents
Original Format pdf
Subject Industry and Technology < Manufacturing
Industry and Technology < Entrepreneurship
Holding KDI School of Public Policy and Management

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Thesis(Master)