Let’s say you’re working in a new market, far away from headquarters, and you need to get approval for an initiative that is somewhat outside the company’s current strategy. What do you do?
A case study we just published on Samsung’s European innovation team offers some helpful insights. It details how in 2010, Samsung set up a small consumer-focused innovation team in London, headed by Luke Mansfield. The team’s mission was to come up with new products for the European market — and then, significantly, to convince senior management in South Korea to invest in those projects — several of which, it turned out, required Samsung to deviate from their current strategy within the product categories in question.
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