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Samsung’s Organisational Culture Regarding Business Competitiveness and Innovation in the Post-Pandemic Era

Table 2: Timelines of organisational culture and workplace innovation transitions of Samsung – phase

Phase IV
2016 Samsung launched its brand-new smartphone with 3300 mAh battery and Snapdragon chipset, Samsung Galaxy J7 (Dheeraj, 2016)
2017-2018 The new Samsung Galaxy A5 was released (Russell, 2022). Samsung Galaxy A7 was launched (GSMArena, 2022).
2019 Despite the outbreak of Covid-19 (McNeil Jr., 2020), Samsung announced its new innovation ‘Galaxy Fold’ at Galaxy Unpacked 2019 event (Sawers, 2019) along with Galaxy S10 series by the end of the year (Gibbs, 2019). This makes Samsung become one of the top ten players in mobile phone industry in 2019 (Farooqui, 2020).
2020 Samsung introduced Galaxy S20 series at Galaxy Unpacked 2020 event in San Francisco (Samsung Electronics, 2020), along with Galaxy Z Fold 2, Galaxy Buds Live, Galaxy Tab S7, and Galaxy Watch 3 (Faulkner, 2020).
2021-2022 Samsung launched Galaxy M21 (GSMArena, 2021). Samsung released Galaxy S22 Ultra 5G (Miller & Gariffo, 2022).
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