Joseph Lajos

INSEAD PHD' 09Jun

LG Electronics Inc.: Making Waves in the North American Market for Washing Machines (Portuguese)

By  Amitava Chattopadhyay,  Eun-Ju Park,  Joseph Lajos
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The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.

    Published 15 Apr 2016

    Reference 5463

    Topic Marketing

    Industry Consumer Goods

    Region North America

    View case

    LG Electronics Inc.: Making Waves in the North American Market for Washing Machines (Portuguese)

    Add to cart extra
    The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.
      View case

      LG Electronics Inc.: Breaking the Ice in the North American Market for Refrigerators

      By  Joseph Lajos,  Amitava Chattopadhyay,  Eun-Ju Park
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      The case focuses on LG Electronics' entry into the US market and its efforts to develop a premium brand, highlighting the specific instance of refrigerators which played a key role in the establishment of the firm's image.

        Published 29 Nov 2007

        Reference 5488

        Topic Marketing

        Industry Consumer Goods,  Market Research,  Marketing and Advertising

        Region North America

        View case

        LG Electronics Inc.: Breaking the Ice in the North American Market for Refrigerators

        Add to cart
        The case focuses on LG Electronics' entry into the US market and its efforts to develop a premium brand, highlighting the specific instance of refrigerators which played a key role in the establishment of the firm's image.
          View case

          LG Electronics Inc.: Making Waves in the North American Market for Washing Machines

          By  Joseph Lajos,  Amitava Chattopadhyay,  Eun-Ju Park
          Add to cart extra
          The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.

            Published 07 Jan 2007

            Reference 5463

            Topic Marketing

            Industry Consumer Goods

            Region North America

            View case

            LG Electronics Inc.: Making Waves in the North American Market for Washing Machines

            Add to cart extra
            The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.
              View case

              LG Electronics Inc.: Making Waves in the North American Market for Washing Machines

              By  Joseph Lajos,  Amitava Chattopadhyay,  Eun-Ju Park
              Add to cart extra
              The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.

                Published 07 Jan 2007

                Reference 5463

                Topic Marketing

                Industry Consumer Goods

                Region North America

                View case

                LG Electronics Inc.: Making Waves in the North American Market for Washing Machines

                Add to cart extra
                The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.
                  View case