sources of competitive advantage that increase the WTP for Samsung customers. The first one is the Product Mix. Samsung offer to its customers a huge variety of products, ranging from the cutting-edge technology to more basic products. It also offers customized products to focus on niche markets. With this strategy, Samsung is able to compete in a broad range of segments in the market, usually offering superior products. In 2003 for example, Samsung offered over 1,200 different…
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