Samsung’s Galaxy Note 7: How a New Product Launch Can Go Up in Smoke
Abstract
On August 2, 2016, Samsung announced its new smartphone, the Galaxy Note 7. A month later, Samsung recalled 2.5 million Galaxy Note 7s due to the phone catching on fire. By October 2016, Samsung permanently discontinued the Galaxy Note 7 smartphone. The purpose of this paper is to examine how Samsung addressed the needs of its stakeholders in the introduction and subsequent recall of the Galaxy Note 7.