Throughout Samsung’s existence, the brand evolved with the changing times resulting in various competitive strengths. In the beginning, Samsung focused on volume and market domination to help expose the Samsung brand as a true competitor against other powerhouse brands like Sony and RCA. Then, after the Asian financial crisis in the late 90s, Samsung switched strategies by cutting company fat, emphasizing product quality, and manufacturing flexibility (Kotler, 343). This newly found strength allowed Samsung to maximize their product turnover ratio to less than six months. More recently, Samsung’s greatest competitive strength comes from a combination of research towards innovations technology, key partnerships with Sony and Microsoft, and their successful ad campaigns/sponsorships