Marketing Currents - Business and Marketing Current Events

Samsung’s Foldable Phones and the Cost of Dominance


This week Samsung unveiled its fourth generation of foldable phones the Galaxy Z Fold 4 and Galaxy Z Flip 4.

Click here to read the story at

Discussion Questions:

  1. What is product management?
  2. Why is product management an important function of marketing?
  3. What is a product life cycle?
  4. What are the different stages of the product life cycle?
  5. The article suggests foldable phones seem to be inching toward the maturity stage of the product life cycle. What does that mean?
  6. What is innovation?
  7. Why is innovation important in business?
  8. What is incremental innovation?
  9. How do you think foldable phones represent an example of innovation?
  10. What is product differentiation?
  11. How might foldable phones provide a differentiation opportunity?
  12. How has that differentiation strategy paid off for Samsung?
  13. According to the story, there has been a “cost of dominance” in the foldable phone category. What does that mean and where do you think Samsung goes from here? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.