Executive summary
1. Introduction
This is an era of accelerating changes and the reason behind it is rapid advancement in technology. With mission and vision to remain competitive, companies now thrive to go to any extent to attain long term competitive edge and sustainability (Graiser and Scott, 2004). Firms not just in electronics sector but all industries such as IT, finance, retail, construction, banking, real estate etc are developing strategies to maintain a strong customer base (Kennerley and Neely, 2003). Similarly is the case of an international electronic goods manufacturer i.e. Samsung Electronics (Samsung). Samsung is one of those Multinational Enterprises (MNEs) ...