Philips Electronics North America Corp.: Getting Better campaign

Mariko Fujinaka

The third-largest manufacturer of consumer electronics, the Dutch company Koninklijke Philips Electronics N.V.

Philips Electronics North America Corp.: Getting Better campaign

Mariko Fujinaka

OVERVIEW

The third-largest manufacturer of consumer electronics, the Dutch company Koninklijke Philips Electronics N.V. was a well-known and respected firm in many parts of the world. The maker of such diverse products as televisions, telephones, compact disc (CD) players, medical imaging systems, semiconductors, appliances, and light bulbs—the company was the global leader in the lighting industry—Philips marketed its goods in 150 countries in the late 1990s. Unlike other electronics companies, such as Sony and Panasonic, Philips did not have a brand name that was easily recognized in the United States,...

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