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Lee has urged all employees to put quality first at all times, launched mass burnings of laded products, and admonished its employees about their quality control. The firm’s culture for excellence and quality control helped Samsung capture 1% average price premium that the customers were willing to pay for a reliable supplier. Price – Exhibit 3 illustrates that Samsung was able to ask for a higher price as compared with its competitors. From 2000 to 2004, Samsung price premium was on average 34% over its competitors and it never went under 10%, illustrating that Samsung was providing additional value add compared with Its competitors.

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