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LG Electronics Inc.: Breaking the Ice in the North American Market for Refrigerators

Author

Listed:
  • Joseph Lajos

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Amitava Chattopadhyay

    (INSEAD - Institut Européen d'administration des Affaires)

  • Eun-Ju Park

Abstract

The case focuses on LG Electronics' entry into the US market and its efforts to develop a premium brand, highlighting the specific instance of refrigerators which played a key role in the establishment of the firm's image. Entering the world's largest market proves to be a formidable challenge, particularly in a category that is mature and when the entrant is from a newly industrialised country in Asia, namely Korea. The case reveals how LG Electronics went about trying to establish a premium brand image in the US, following a series of earlier failed attempts. It allows for a discussion of key issues around customer focus, organisational characteristics and organisational alignment in successfully entering and establishing oneself in a new market.

Suggested Citation

  • Joseph Lajos & Amitava Chattopadhyay & Eun-Ju Park, 2007. "LG Electronics Inc.: Breaking the Ice in the North American Market for Refrigerators," Working Papers hal-00582660, HAL.
    • Handle: RePEc:hal:wpaper:hal-00582660
    as

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