Innovation drives Samsung's brand recovery

This event report outlines how Samsung, the electronics group, is recovering from a crisis involving its Note 7 smartphones, several of which caught on fire.

Innovation drives Samsung's brand recovery

Stephen Whiteside Warc

Samsung's ascendant brand was plunged into peril in late 2016, with the news that several of its Note 7 smartphones had caught on fire.

This device was launched in August, priced at more than $800. By mid-October, though, production had been halted, and all handsets were recalled. And, in between those dates, Samsung had tried to replace these gadgets for newer alternatives, only for

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