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ANNUAL REPORT 1996

THE SPIRIT of COMPETITION

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Contents

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The Strategy
Chairman Kun-Hee Lee s message: Samsung is still a relatively new player in many parts of the world.
And we must push far beyond our established skills to become a leader in the global marketplace. 

The Arena
To succeed in the global arena, companies must understand the needs of local markets and customers.

The Challenge
Through creative product development and marketing,
we are making Samsung one of the best known and most respected brands in the world.

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