WhattoDoinACrisis:

AnAnalysisofSamsungGalaxyNote7CrisisCommunication

2017ArthurW.PageSocietyCaseStudyCompetition

XiaohanXu

2

TableofContents

Abstract.................................................................................................................................3

CompanyBackground.............................................................................................................3HistoryofSamsung..........................................................................................................................3ValuesandPhilosophy.....................................................................................................................3

TheCrisis................................................................................................................................3

SocialMediaPerformance......................................................................................................7Twitter.............................................................................................................................................7Facebook..........................................................................................................................................8

CaseUpdate...........................................................................................................................9

Conclusion..............................................................................................................................9

AppendixA-CommitmenttoSafety.......................................................................................10

AppendixB-CommentsonTwitter.........................................................................................11

AppendixC-CommentsonFacebook.....................................................................................12

ReferenceList........................................................................................................................13

3

AbstractThereisnothingcomplicatedaboutthegoalsofcrisismanagement:terminatethecrisisquickly,limitthedamage,andrestorecredibility.Thecardinalruleforcommunicationduringacrisisistotellitallandtellitfast(Seitel,2007).Unfortunately,Samsung’ssummer2016responsetoitsnewsmartphone,GalaxyNote7,explosioncrisiswasneitherfastnortrustworthy.Butonlytimewilltellifthecompanycanregainitsreputationamongitscustomers.

CompanyBackgroundHistoryofSamsungAlthoughSamsungtodayisknown(particularlyintheUS)asaleadingelectronicscompany,itstartedasasmalltradingcompany,sellinggroceryproductstothesurroundingarea(Samsung’sHistory,n.d.).Thecompanyenteredtheelectronicsindustryinthe1960swithavarietyofproductfocus(Burris,2016).

TheopportunityforSamsungtocompeteintheglobalbusinessworldistheemerginghomeelectronicsindustry,anditsincreasingandcontinuedfocusontechnology.Samsungsoonbegantoexportproductsandexpandedgloballyinthe1980s.Thenit“grewasaninternationalcorporationthroughoutthe1990s”(Samsung’sHistory,n.d.).Thankstoitstechnology-focusedstrategy,Samsungsurvivedinseveralfinancialcrisesandgrewintoanindustryleader.

ValuesandPhilosophyCorevaluesofacompanyaretheDNAofsuccess.OnSamsung’swebsite,itissaidthatthefivecorevaluesofSamsungare:people,excellence,change,integrityandco-prosperity.“AtSamsung,wefollowasimplebusinessphilosophy:todevoteourtalentandtechnologytocreatingsuperiorproductsandservicesthatcontributetoabetterglobalsociety”(ValuesandPhilosophy,n.d.).

Samsung’scommitmenttotheseprincipleswouldbeputtothetestfollowingaproductmalfunctioncreatingasubstantialcrisis.

TheCrisisOnAugust2nd,2016,SamsunglaunchedthenewGalaxyNote7phone.Inanofficialpressrelease,Samsungsaidthat“theGalaxyNote7providesheightenedsecurityandprivacy,withhighlyadvancedbiometricauthentication,includingfingerprintscannerandirisscanningtechnology”(SamsungUnveilstheNewGalaxyNote7,2016).

MediacompaniesalsopraisedtheSamsungproduct.TechnologymagazineWiredsaidonitswebsitethat“ThisisthefirstNotephonetouseUSB-Ccharging,andthefirstGalaxydevicewithHDR10videoplayback.Butthemarqueefeaturemightbetheiris-scanningcamera.Youcanunlockthephonesimplybylookingatit,andsecurefolderswithretinaorfingerprint

4

protection”(Moynihan,2016).DigitalmediawebsiteMashable'sSeniorTechCorrespondentsaidinanarticlethat“Samsung'sGalaxyNote7isthebestsmartphoneontheplanet”becauseitis“stunningfromeveryangle”(Wong,2016).Thisarticlegot8.5ksharesintotal.

However,evenwith“advancedsecurity”(SamsungUnveilstheNewGalaxyNote7,2016),thissmartphoneendedupbeingwithdrawnfromtheglobalmarketbecauseofseriousexplosionproblems.

ThefirstreportofexplosioncameoutonAugust24,2016inSouthKorea,only5daysafterthesalesbeganonAugust19in10globalmarkets.TechniciansfromSamsungsaidtheexplosionwascausedbyconsumersusinganunofficialcharger,andremindeduserstokeepthesmartphoneawayfromtheirbodywhilecharging.OnAugust31,asecondexplosioninSouthKoreawasreported,whichledtodelayedshipmentofthesmartphoneinSouthKorea(Here'stheTimeline,2016).“ShipmentsoftheGalaxyNote7arebeingdelayedduetoadditionaltestsbeingconductedforproductquality,SamsungsaidinastatementtoReuters.Thefirmdidnotelaborateonwhatitwastestingandtowhatmarketsshipmentswerebeingdelayed”(Lee,2016).

AndthenonSeptember2nd,SamsungElectronicsannouncedthatitwould“replaceallGalaxyNote7smartphonesequippedwithfire-pronebatteriesandhaltsalesoftheflagshipproductin10markets”(Lee,2016).Thisrecallprogram,however,excludedChina,whereitwassaidwithnobatteryproblems.

Buttheexplosionsdidnotstop.ThroughoutSeptemberexplosionreportscamefromdifferentcountries:Australia,America,Singapore…AndevenChina,themarketthatwasconvincedwithnobatteryproblem,alsoreportedseveralexplosions.OnSeptember19,SamsungsaidonitsChinawebsitethatoneoftheexplosionsreportedwascausedby“externalheating”(SamsungElectronicsChinaStatementonSeptember19,2016),“seekingtoassurecustomersthedevicesbeingsoldtherearesafe”(Lee&Carsten,2016).Justafterthestatementwasreleased,twootherexplosioncaseswerereportedinChina.

TheU.S.ConsumerProductSafetyCommissionsaidonSeptember9that“ownersofSamsungGalaxyNote7smartphonesshouldstopusingthedevicesandturnthemoffbecauseofthethreatofabatteryfire”(Beech,2016).“Lithium-ionbatteriespackalotofpowerintoasmallpackage.Whenthesebatteriesover-heatandburst,theresultscanbeserious.ThisiswhytheU.SConsumerProductSafetyCommission(CPSC)isurgingallconsumerswhoownaSamsungGalaxyNote7topowerthemdownandstopchargingorusingthedevice”(PressStatement,2016).OnSeptember10,SamsungElectronicsCoLtdsaidit“recommendedSouthKoreancustomersstopusingtheGalaxyNote7phones,whichthecompanyrecalledduetofaultybatteriespronetocatchingfire”(SamsungElecasks,2016).Twodayslater,onSeptember12,

5

“SamsungElectronicsCoLtd.'s(005930:KS)sharesfelltotheirlowestlevelinnearlytwomonths”(Lee,2016).

(Picture:005930:KS,n.d.)

Moreover,GalaxyNote7wasrestrictedduringflightsinsomecountries.TheU.S.FederalAviationAdministrationsaidonSeptember15thatairtravelers“mustkeepSamsungGalaxyNote7phonesoffandunpluggedduringflight,strengtheningitspreviousadvisoryafterU.S.ConsumerProductSafetyCommissionissueditsofficialrecallonthatday”(BRIEF-Samsungphonesmustbeoff,2016).

SamsungtriedtoresumeitssalesbylaunchingnewGalaxyNote7replacementdevices.“Over500,000newGalaxyNote7replacementdevicesarrivedinU.S.andhavebeenshippedtocarrierandretailstores”(Brief-SamsungElectronicssays,2016)onSeptember20.Atthesametime,SamsungElectronicsCanada“providedanupdateonGalaxyNote7software”(Brief-SamsungElectronicsCanada,2016)startingSeptember21.

However,theseactionswerefarfromsolvingtheproblem.Samsung’sunevenhandlingofGalaxyNote7firewascriticizedbyCCTV,theChinesestatebroadcaster,onSeptember29,sayingthat“avideoapologySamsungissuedtoU.S.consumers,alongwithvarious

6

replacementoptionsandcompensation,wasinstarkcontrasttoitstreatmentofthoseinChina,wherethecompanyissuedabriefstatementsayingmostphonesdidn'tneedtobereplaced”(Jiang,2016).

AccordingtoaNewYorkTimesarticle,this“unevenhandlingofGalaxyNote7fireangeredChinesepeople”(Wee,2016).InChina,SamsunghasbeenamongthetopsmartphonebrandsforalongtimeanditsmaincompetitorsincludeAppleandHuawei.TomanyChinesecustomers,SamsungusedtobeareasonablechoicebecauseithadhigherqualitythanHuaweiandlowerpricecomparedtotheAppleproduct.Thecrisis,however,puttheirchoicesintoquestion.

TheSouthKoreancompanyhadtoexplainlaterthat“ToSamsung,Chinaisoneofthemostimportantmarketsandacrucialdestinationforforeigninvestment,”and“Samsungneverholdsadoublestandardagainstthem”(Wee,2016;SamsungElectronicsChinaStatementonSeptember29,2016).Finally,SamsungdecidedtorecalltheproductinChinaonOctober11.

ButtoU.S.consumers,replacementdevicescausednewproblems.OneofthereplacementSamsungGalaxyNote7PhoneswasreportedtocatchfireonaSouthwestplaneonOctober5.Shortlyafterthat,Samsungsaid“thereisnoevidencethatthisincidentisrelatedtothenewnote7”(Brief-Samsungsays,2016),butU.S.FederalAviationAdministrationconfirmedlaterthat“itwasaSamsungphonethatcausedthesmoke”(Brief-U.S.FAAsays,2016).

Asaresult,telecommunicationcompanieslikeAT&TandT-Mobiledecidedtostopexchangingthedevices.InternationalBusinessTimescitedportionsofAT&T’sofficialstatements:‘“Basedonrecentreports,we'renolongerexchangingnewNote7satthistime,pendingfurtherinvestigationofthesereportedincidents,”anAT&TspokesmansaidinanemailedstatementtoReuters’(Kreiter,2016).T-Mobile’sCEOJohnLegeretweetedthat‘theyarerecallingthereplacementphones“outofanabundanceofcaution”’(Samsungtemporarilyhaltsproduction,2016;Update,2016).

Finally,onOctober11,SamsungElectronicsCoLtddecidedtohalttheproductionofitsGalaxyNote7smartphones.BusinessInsiderreported,‘"Forthebenefitofconsumers'safety,westoppedsalesandexchangesoftheGalaxyNote7andhaveconsequentlydecidedtostopproduction,”thecompanysaid’(Cook,2016).Samsungreleasedastatementwhichsaid,“Becauseconsumers’safetyremainsourtoppriority,SamsungwillaskallcarrierandretailpartnersgloballytostopsalesandexchangesoftheGalaxyNote7whiletheinvestigationistakingplace”(SamsungWillAsk,2016).Again,SamsungElectronicsCoLtd.'s(005930.KS)sharesfellsharplythenextday(005930:KS,n.d.).

7

(Picture:005930:KS,n.d.)

SocialMediaPerformanceSamsunghasagreatnumberofofficialpagesonFacebookandTwitter.ForAmericanmobileusers,specifically,thereare@SamsungMobileUSAonFacebook,and@SamsungMobileUSonTwitter.

TwitterWhenGalaxyNote7firstcameoutonAugust2,@SamsungMobileUStweeted26messagestointroducethisproduct,replytoinquiries,andencouragepre-order.ItkepttweetingoneortwomessageseverydayuntilAugust19whenitannouncedthat“Thewaitisover.Sayhellotothe#GalaxyNote7.”Therewere11tweetsonthatsingleday.ThefirsttweetaboutthecrisiscameoutonSeptember5,whichistoencourageconsumersto“participateintheU.S.#GalaxyNote7exchangeprogram”withalinktoanofficialwebpagetitled“GalaxyNote7SafetyRecall”(YourSafetyis#1,2016;SamsungExpandsRecall,2016).

OnSeptember10,@SamsungMobileUSaskedcustomersto“powerdownyourNote7&returntowherepurchased.”FromSeptember5toOctober14,therewere5tweetsabouttherecallprogramandallofthemcitedtheofficialstatementsbySamsungonitswebsite.Underalltweets,someoneatSamsungrepliedtothecommentsthatcustomersmade,whichwas

8

valuableforSamsungbecauseitcouldnotonlyshowthatitcaresalotaboutcustomers’opinions,butalsogetthefeedbackassoonaspossibleandhaveacontrolofwhat’sgoingon.

NotuntilNovember10did@SamsungMobileUStweetthat“We’reinvestigatingeveryaspectofourmanufacturing,engineeringandqualitycontrolprocesses,”withanapologyandcommitmentmadebyGregoryLee,PresidentandCEOofSamsungElectronicsNorthAmerica:

“AtSamsung,weinnovatetodeliverbreakthroughtechnologiesthatenrichpeople'slives.Animportanttenetofourmissionistoofferbest-in-classsafetyandquality.Recently,wefellshortonthispromise.Samsungwillre-visiteverystepofourengineering,manufacturing,andqualitycontrolprocessessowecanmeetthehigheststandardsforexcellencemovingforward.Onbehalfofour17,000employeesacrossthecountry,wearegratefulforyourongoingsupportandagain,wearetrulysorry”(We’reinvestigating,2016;Toourvaluedcustomers,2016)(fulltextinAppendixA).

Underthisapology,Samsungreceivednegativecommentsonitsprocrastinationandinefficiency,aswellasmanysupportiveremarks(showninAppendixB).

FacebookPostsontheFacebookpage@SamsungMobileUSAwerelessfrequentthantweets.FromAugust2toAugust9,therewere5postsaboutGalaxyNote7.ThenonSeptember5,itposted

9

thesamemessageasTwittertoencouragetheexchangeprogram.FromSeptember9toOctober14,therewereonly4postsabouttherecall,andonNovember10,itpostedGregoryLee’sapology.SameasTwitter,therewassomeonerespondingtothecommentsthatyesterdaymade.Samsung’sconsistentresponseconveyedthemessagethatitwasworkinghardtosolvetheproblemanditcaresaboutthecustomers.

ThetoptwomostcommentedandsharedpostswereonSeptember15,whichexplainedeverydetailoftherecallandexchangeprogram(15,000Commentsand28,000Shares),andtheapologyonNovember10(15,000Commentsand16,000Shares).UnderthepostofGregoryLee’sapology,inadditiontoinquiriesandcomplaintsabouttheproduct,manypeopleexpressedtheirloyaltytoSamsungbrand(showninAppendixC).

CaseUpdateSamsungUSissuedastatementonDecember9onitswebsite,sayingthat“SamsunghasannouncedanexpandedvoluntaryrecallonalloriginalandreplacementGalaxyNote7devicessoldorexchangedintheUnitedStatesincooperationwiththeU.S.ConsumerProductSafetyCommissionandinpartnershipwithcarriersandretailers.”(SamsungExpandsRecall,2016).

Samsungendeditsinternalinvestigationinmid-Decemberandisexpectedtosharetheresultwithpublicbymid-January(Rutnik,2017).

ConclusionItishardtoevaluateifthiscrisishascausedcustomerstolosefaithinSamsungorifitwillhurtthebrandinthelongterm.Duringthecrisis,Samsungstartedtherecallprogram,issuedastatementwithanapology,andexpressedconcerns,whichwereallrightthingstodo.TheexpandedrecallonalldevicesindicatedthatSamsungputsafetyasatoppriority.But,onthedownside,ittookSamsungawhiletotakethatstep.Thegoodnewsisthatthereisalarge,loyalbaseofexistingcustomersofSamsungandtheNote7crisisisonlylimitedtoasingleSamsungproduct(Dholakia,2016).WhatSamsungshouldlearnfromthiscrisisistheimportanceofbeingpreparedandbeinghonest.Whenacrisiscomesout,thecompanyshouldassessthemagnitudeofthecrisisfirst,thenidentifythetargetaudience,acknowledgeyourreality,andbehumaninresponse(Honzalez,2016).WhatSamsungshoulddonextistodoapost-analysisaboutitscrisiscommunicationperformance.Samsungwillneedtorefineitscrisismanagementprotocolafterthecrisis.

10

AppendixA-CommitmenttoSafetyFrom:http://www.samsung.com/us/commitmenttosafety/Toourvaluedcustomers,

AtSamsung,weinnovatetodeliverbreakthroughtechnologiesthatenrichpeople'slives.Animportanttenetofourmissionistoofferbest-in-classsafetyandquality.Recently,wefellshortonthispromise.

Forthiswearetrulysorry.Wetakeourresponsibilityseriouslytoaddressconcernsaboutsafetyandquality.In

collaborationwithgovernmentagenciesandindustrypartners,wearetakingproactivestepstodobetter.Anupdateofouractionsfollows.

Asyouhaveheard–orexperiencedpersonally–wehavestoppedproductionandrecalledourpopularGalaxyNote7device.WeareworkingswiftlytoensuretheremainingNote7saresafelyreturned.Forthosedirectlyaffected,weappreciateyourpatiencethroughouttheexchangeprocess.WeknowyouexpectmorefromSamsung,andthatyourloyaltyisearned,notgiven.

AcarefulNote7investigationisunderwayandthefindingswillbesharedwhentheanalysisiscomplete.Theprocesswillbethoroughandincludesomeofthebestindependenttechnicalexpertsintheworldtohelpinformandvalidateourwork.Wewillre-examineeveryaspectofthedevice,includingallhardware,software,manufacturingandtheoverallbatterystructure.Wewillmoveasquicklyaspossible,butwilltakethetimeneededtogettherightanswers.

Inkeepingwithourcommitmenttosafety,SamsungwiththeU.S.ConsumerProductSafetyCommissionalsojustannouncedavoluntaryrecalltoaddressarareissuewithourtop-loadwashingmachines.Fromfreein-homerepairtorebate,Samsungismovingquicklytoofferourcustomersunprecedentedremedyoptionsthatminimizedisruptiontotheirlives.Ourserviceteamsarevisitinghomesthisweektohelpresolveconcerns.

Ascommittedbyourcompany'sleadership,wearetakingproactivestepstoidentifyandaddresswhatwentwrongandhowweneedtoimproveouroperations.Samsungwillre-visiteverystepofourengineering,manufacturing,andqualitycontrolprocessessowecanmeetthehigheststandardsforexcellencemovingforward.

Mostimportantly,safetyremainsourtoppriority.Wewilllistentoyou,learnfromthisandactinawaythatallowsustoearnbackyourtrust.

Onbehalfofour17,000employeesacrossthecountry,wearegratefulforyourongoingsupportandagain,wearetrulysorry.Sincerely,GregoryLeePresidentandCEO–SamsungElectronicsNorthAmerica

11

AppendixB-CommentsonTwitter

12

AppendixC-CommentsonFacebook

13

ReferenceList1. Beech,E.(2016,Sept.10).U.S.safetyagencyurgesGalaxyNote7ownerstostopusing

smartphone.Reuters.Retrieved09December2016athttp://www.reuters.com/article/us-samsung-elec-smartphones-cpsc-idUSKCN11F2PT.

2. BRIEF-SamsungElectronicsCanada.(2016,Sept.21).Reuters.Retrieved13December2016athttp://www.reuters.com/article/idUSFWN1BX0JB.

3. BRIEF-Samsungphonesmustbeoff.(2016,Sept.15).Reuters.Retrieved13December2016athttp://www.reuters.com/article/idUSL2N1BR28S.

4. Brief-Samsungsays.(2016,Oct.5).Reuters.Retrieved13December2016athttp://www.reuters.com/article/idUSFWN1CB0IQ.

5. Brief-SamsungElectronicssays.(2016,Sept.20).Reuters.Retrieved13December2016athttp://www.reuters.com/article/idUSFWN1BW0PW.

6. Brief-U.S.FAAsays.(2016,Oct.5).Reuters.Retrieved13December2016athttp://www.reuters.com/article/idUSFWN1CB0J7.

7. Burris,M.(2016,Jul.22).TheHistoryofSamsung.Lifewire.Retrieved13December2016athttps://www.lifewire.com/history-of-samsung-818809.

8. Cook,J.(2016,Oct.11).SansungisendingproductionoftheGalaxyNote7.BusinessInsider.Retrieved13December2016athttp://www.businessinsider.com/samsung-ending-galaxy-note-7-production-2016-10.

9. Dholakia,UtpalM.(2016,Oct.26).WhySamsung’sNote7CrisisWon’tHurtItsBrandLongTerm.HarvardBusinessReview.Retrieved13December2016athttps://hbr.org/2016/10/why-samsungs-note-7-crisis-wont-hurt-its-brand-long-term.

10. Gonzalez,G.(2016,July11).TheSingleBiggestLessonFromChipotle’sRecentBrandingWoes.Inc.Retrieved04January2017athttp://www.inc.com/guadalupe-gonzalez/how-to-deal-communication-crisis.html.

11. Here'stheTimelineofSamsung'sGalaxyNote7RecallCrisis.(2016,Oct10).Fortune.Retrieved13December2016athttp://fortune.com/2016/10/10/timeline-samsun-galaxy-note-recall-crisis/.

12. Kreiter,M.(2016,Oct.9).SamsungGalaxyNote7:AT&TToStopExchangingFaultyUnits;4thReplacementDeviceCatchesFire.InternationalBusinessTimes.Retrieved03January2017athttp://www.ibtimes.com/samsung-galaxy-note-7-att-stop-exchanging-faulty-units-4th-replacement-device-catches-2428654.

13. Lee,SeYoung.(2016,Aug.31).REFILE-UPDATE1-SamsungElecGalaxyNote7shipmentsdelayedduetoqualitytesting.Reuters.Retrieved13December2016athttp://www.reuters.com/article/samsung-elec-smartphones-idUSL3N1BC3OE.

14. Lee,SeYoung.(2016,Sept.2).SamsungissuesrecallforGalaxyNote7afterbatteryfires.Reuters.Retrieved13December2016athttp://www.reuters.com/article/samsung-elec-smartphones-corrected-updat-idUSL1N1BE0O6.

15. Lee,SeYoung.(2016,Sept.11).SamsungElectronicssharesslideasNote7recalltakestoll.Reuters.Retrieved13December2016athttp://www.reuters.com/article/us-samsung-elec-smartphones-stocks-idUSKCN11I02M.

14

16. Lee,SeYoung&Carsten,P.(2016,Sept.19).SamsungsaysChinaphonefirecausedbyexternalheat.Reuters.Retrieved13December2016athttp://www.reuters.com/article/us-samsung-elec-smartphones-china-idUSKCN11P0J9.

17. Moynihan,T.(2016,Aug.2).TheGalaxyNote7unlocksjustbygazingintoyoureyes.Wired.Retrieved13December2016athttps://www.wired.com/2016/08/can-unlock-galaxy-note-7-just-looking.

18. PressStatementfromtheU.S.ConsumerProductSafetyCommissionRegardingtheSamsungGalaxyNote7.(2016,Sept.9).CPSC.Retrieved13December2016athttps://www.cpsc.gov/newsroom/press-statements/press-statement-from-the-us-consumer-product-safety-commission-regarding-the-samsung-galaxy-note7/?utm_source=rss&utm_medium=rss&utm_campaign=press+statements.

19. Rutnic,M.(2017,Jan.1).SamsungtorevealthecauseoftheNote7firesbymid-January.AndroidAuthority.Retrieved04January2017athttp://www.androidauthority.com/samsung-reveal-cause-note-7-fires-mid-january-740249/.

20. SamsungElecasksS.KoreacustomerstostopusingGalaxyNote7.(2016,Sept.10).Reuters.Retrieved13December2016athttp://www.reuters.com/article/samsung-elec-smartphones-southokrea-idUSS6N19U020.

21. SamsungElectronicsChinaStatementonSeptember19.(2016,Sept.19).SamsungChinaNewsCenter.Retrieved13December2016athttp://www.samsung.com/cn/news/product-/the-latest-statement/.

22. SamsungElectronicsChinaStatementonSeptember29.(2016,Sept.29).SamsungChinaNewsCenter.Retrieved13December2016athttp://www.samsung.com/cn/news/product-/latest-statement.

23. SamsungExpandsRecalltoAllGalaxyNote7Devices.(2016,Dec.9).SamsungUS.Retrieved13December2016athttp://www.samsung.com/us/note7recall/.

24. Samsung’sHistory.(n.d.).SamsungUS.Retrieved13December2016athttp://www.samsung.com/us/aboutsamsung/corporateprofile/history06.html.

25. Jiang,Sijia.(2016,Sept.30).SamsungslammedbyChinesestateTVoverNote7recall“discrimination”.Reuters.Retrieved13December2016athttp://www.reuters.com/article/us-samsung-china-idUSKCN1200LD.

26. SamsungtemporarilyhaltsproductionofGalaxyNote7afterreplacementdevicescatchfire.(2016,Oct.9).CBSNews.Retrieved13December2016athttp://www.cbsnews.com/news/at-t-t-mobile-to-stop-giving-replacement-galaxy-note-7s/.

27. SamsungUnveilstheNewGalaxyNote7.(2016,Aug.3)SamsungNewsroom.Retrieved13December2016athttps://news.samsung.com/global/samsung-unveils-the-new-galaxy-note7-the-intelligent-smartphone-that-thinks-big.

28. SamsungWillAskAllGlobalPartnerstoStopSalesandExchangesofGalaxyNote7WhileFurtherInvestigationTakesPlace.(2016,Oct.11).SamsungNewsroom.Retrieved13December2016athttps://news.samsung.com/global/samsung-will-ask-all-global-partners-to-stop-sales-and-exchanges-of-galaxy-note7-while-further-investigation-takes-place.

15

29. Seitel,P.(2009).ThePracticeofPublicRelations:ChinaEdition.Beijing:TsinghuaUniversityPress.

30. Toourvaluedcustomers.(2016,n.d.).SamsungUS.Retrieved13December2016athttp://www.samsung.com/us/commitmenttosafety/.

31. Wee,S.L.(2016,Oct.18).Samsung’sUnevenHandlingofGalaxyNote7FiresAngersChinese.TheNewYorkTimes.Retrieved13December2016athttp://www.nytimes.com/2016/10/19/business/samsung-galaxy-note7-china-test.html?_r=0.

32. Update:SamsungNote7Recall.(2016,Sept.2).T-MobileNewsroom.Retrieved13December2016athttps://newsroom.t-mobile.com/news-and-blogs/samsung-note7-update.htm.

33. Valuesandphilosophy.(n.d.).SamsungUS.Retrieved13December2016athttp://www.samsung.com/us/aboutsamsung/samsung_group/values_and_philosophy/.

34. We’reinvestigatingeveryaspectofourmanufacturing.(2016,Nov.10).Twitter.Retrieved13December2016athttps://twitter.com/SamsungMobileUS.

35. Wong,R.(2016,Aug.16).Samsung'sGalaxyNote7isthebestsmartphoneontheplanet.Mashable.Retrieved13December2016athttp://mashable.com/2016/08/16/samsung-galaxy-note7-review/#fejsPzdOGmqk.

36. Yoursafetyis#1.(2016,Sept.5).Twitter.Retrieved13December2016athttps://twitter.com/SamsungMobileUS.

37. 005930:KS.(n.d.).Bloomberg.Retrieved13December2016athttps://www.bloomberg.com/quote/005930:KS.