Study Case Study: Samsung's European Innovation Team Case
This paper is based on the Samsung’s European Innovation Team study case. It explains how did a small consumer focused Samsung’s product innovation team established in London manage to successfully work with Headquarters and create innovative products, which were widely accepted amongst Samsung’s consumers.
In 2010 a consumer focused Innovation team was set up by Samsung in London and was led by Luke Mansfield. Their job was to come up with ideas for some new products for the EU market and then pitch their new ideas to the management in HQ. Mansfield was mainly concerned, if the management will accept their new ideas for products, because many products were quite different opposed to the ones that they were already selling. The new ideas were
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In the case study Mansfield and his team shared their secrets on how to successfully work with headquarters and convince them to launch your new product idea.
One of the first things they said was that you need to negotiate the expectations up front. When you are entering a new market you will probably have to adjust the strategy company is currently using. So first things first you will have to have a conversation with your management about the deviations from the current strategy and besides that try to get more independence for your team in order to have more free space when you are coming up with new ideas.
We can see in the study case that Mansfield first demanded for a three-year grace period before he was required to deliver results. But that didn’t stop the management from asking about the results. Nevertheless, Mansfield stood his ground and reminded the management about their agreement and pushed them back.
Secondly you have to build trust by first presenting ideas to the management with low risk. One of the Mansfield co-workers Ran Merkazy said that they always tell the new people in the company that they should first prove themselves with their work and earn trust, before they start pitching more risky
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