삼성전자의 성장: 기술추격, 마케팅, 국제화 관점의 분석
Samsung Electronics: Emerging from an Affiliate of Chaebol to a Global Leader in Electronics
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초록
삼성전자는 1969년 무역, 제당, 섬유, 금융사업 등을 주력으로 하던 삼성그룹이 사업다각화 전략의 일환으로 설립한 하나의 계열사로 출범했다. 하지만, 40년이 지난 2009년 매출액 기준 동종 업계 세계 1위의 전자 기업으로 성장했다. 다수의 논문들이 삼성전자 사례를 다루어 왔지만, 대상 범위가 특정 시기, 지역, 사업 부문 등으로 한정된 경우가 대부분이었다. 또한, 삼성전자가 삼성그룹의 일원으로서 삼성그룹과는 불가분의 관계에 있으면서 큰 영향을 받았음에도 불구하고 기존의 연구들은 삼성그룹과 삼성전자의 관계를 종합적으로 조망하지 않은 채 대부분 삼성전자만을 독립된 개체로 구분하여 분석한 것들이었다. 과정에 대한 분석과 평가 없이 성공한 기업의 특성을 반드시 성공요인으로 볼 수는 없다. 따라서, 삼성전자가 거둔 인상적인 성과만을 기준으로 삼성전자가 취해온 일련의 경영과정을 합리화하고, 이를 모방함으로써 삼성전자와 똑같이 성공할 수 있다고 단순화내지 일반화하는 것은 경계해야 하며, 독특한 시대적 맥락과 경로 의존성 등을 종합적으로 감안해 해석하는 것이 바람직할 것이다. 본 논문에서는 삼성전자를 삼성그룹의 구성원이라는 관점에서, 삼성그룹과 삼성전자의 창업부터 최근까지의 성장 과정을 기술 추격과 마케팅, 국제화 과정에 초점을 맞추어 분석하고자 하였다. 무엇보다 삼성전자의 괄목할만한 성장을 다룸에 있어 특정인 또는 사건에 대해 과도한 미화 및 비판을 경계하면서, 중요한 영향을 미친 성공 사례 뿐 아니라 실패 사례 및 그 영향도 객관적으로 기술하고자 하였다. 본 논문에서는 일반적인 원칙을 발견할 수 있는 검증된 다양한 이론적 렌즈들을 통해 삼성전자의 사례를 분석함으로써 다양한 교훈과 성공 확률을 높일 수 있는 경영의 원칙들을 찾고자 하였다.
Abstract
Samsung Electronics Co. (SEC) was founded as a part of diversification strategy of the Samsung Group in the late 1960s. After four decades in 2009, SEC grew into the world's leading firm in the electronics industry in terms of the sales revenue. In this paper, major milestones for SEC's dramatic growth have been identified and analyzed as it emerged from a fast-following second-tier OEM manufacturer to one of the most innovating global leader in electronics industry. A large number of studies on SEC have been conducted, but none of them have employed a holoistic view and shed light on the dynamic relationships between the Samsugn Group and SEC yet, despite the fact that the Samsung Group has played a significant role in nurturing SEC's achievements by providing the resources and capabilities. Also, the scope of most studies has been limited to a specific time period, region, or businesses of SEC. This paper addresses a different perspective to view SEC as an affiliate of the Samsung Group in the beginning and see SEC as an independent global leader in electronics industry as it stands now. In particluar, we focus on identifying SEC's key events that have taken place from the early days in its history to the latest moment from the persepctives of technology catch-up and globalization. We have paid special attention to describing the cases objectively by avoiding both lavish compliment on and harsh criticism against specific individuals and SEC. Nonetheless, we did cover important failures including passenger car business and merger of AST, as well as successes that either led to an important organizational learning or had a significant impact on the strategic management and behavior of SEC.
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