RESEARCH IN PRODUCT DEVELOPMENT YOUR NAME.

RESEARCH IN
PRODUCT
DEVELOPMENT
YOUR NAME

PROBLEM STATEMENT
• The problem is to find and identify the ways in which Samsung has been able to
successfully capture the market share from its competitors through product
development.
• The idea is to find how the research that went into the product development of the
company helped in the company’s success.
• The problem also involves what kind of research and steps in the research process
the company resorts to while developing its products.
• The hypothesis is that marketers identify the demands in their target segment to
develop products accordingly.
• Such a research is highly necessary since little academic content exists to provide
evidence for the above hypothesis.

Aims and objectives
• Identifying the research methodology of the company.
• Understanding their research process.
• Identifying strengths in their research processes.
• Understanding the benefits of the market research for the
company.
• Providing a general hypothesis and recommendation for
other firms, based on the assumption and ideas gained
from the research.

Methodology
• Qualitative study of data in the research.
• Study would include a range of relevant literature from
academic sources.
• Data will be gathered from the company’s official website,
news articles, company’s press releases and also
academic journals.
• Qualitative analysis of the data.
• Arriving at a hypothetical conclusion about the research
processes that take place in managing the product
development of the company.

Secondary data sources and
data collection
• Internet will be the main tool for retrieving data.
• Academic journals will include Journal of Business Research,
Journal of Business Ventures, and Journal of Business.
• Data will be collected from the website of the company too,
including their press releases.
• Google Scholar will also be to retrieve information from
academic journals.

Key data sources
• Alzahrani, A., Corban, H., Hsu, W. C., Lu, C. C., & Dai, X. (2017). Samsung Gear
VR Marketing Plan.
• Lee, J., Lee, K., & Heo, J. (2015). Supplier partnership strategy and global
competitiveness: A case of Samsung Electronics. Eurasian Journal of Business
and Management, 3(4), 1-12.
• Steenkamp, J. B. (2019). Reflections on defining global brands, fragmentation and
segmentation, and the emergence of richer brandscapes. International Marketing
Review.
• Straker, K., & Wrigley, C. (2016). 11. The role of emotion, experience and
meaning: the comparative case of Apple and Samsung. International perspectives
on business innovation and disruption in design, 231.

Thank you!