Samsung’s European

Innovation Team: Fueling

consumer-driven growth

o JOSÉ MIGUEL ESPINOSA

o JOSÉ ALEJANDRO GALLARDO
o MARIO ANDRÉS MALDONADO
o FAUSTO ANDRÉS MOREIRA
How did Luke Mansfield work with his superiors
at Samsung to set up the right conditions for
the team? How does this compare to what
you may have seen elsewhere?

3 years grace period

Freedom to hire

Multi-disciplinary
enviroment
Consider how the EasyPhoneSync and MyClip
ideas started. How does the team work with
studying consumers? Is this approach different
from what you might have seen at other
organizations?

Understanding the client's behavior

Looking tension points

Finding an intermediate point in what

the client wants and what technology
can offer
What does the team do to ensure that their
ideas are not rejected by the organization?
How do they manage the stakeholders that
are involved? How do they build trust? How
do they approach the issue of risk?

Serious and committed to its

objectives

Understanding the client's need

good planification, a good market

study and a good concept