"'Former Samsung Executive' IFA CEO's View on Samsung: 'Chronic Crisis, Lost Market Response Speed' [Samsung Crisis Diagnosis]②"

Life Lintner IFA CEO
Expresses Views in Response to Our Questions After Korea Visit Press Conference
Worked at Samsung Electronics Germany Branch 2008-2023
"Chronic Use of 'Crisis' Even for Minor Issues"
"Cannot Be Serious When Real Crisis Comes"
Strength in Quick Response to Change Also Weakened
Returning to Korea Late This Month for Meeting with Samsung Executives

Life Lintner, CEO of the Berlin International Consumer Electronics Fair (IFA), recently diagnosed Samsung Electronics' crisis as "chronic," but also predicted that "this crisis situation will serve as an opportunity for the company to grow to the next level." Lintner CEO has about 15 years of experience working at Samsung Electronics.

Life Lintner, CEO of IFA, is speaking at a press conference held on the 18th at the German Chamber of Commerce in Korea. Photo by German Chamber of Commerce in Korea

On the 18th, Lintner CEO met with this publication and mentioned his experience working at the German branch, saying, "Samsung Electronics tends to artificially create crises."

He joined Samsung Electronics' German branch in January 2008 and served as Vice President of the TV business division from January 2019 until July last year. During this period, Samsung Electronics raised its market share in the German TV market to a higher level, through which Lintner CEO was recognized for his management capabilities. In July last year, he was appointed as the head of IFA, one of the world's top three electronics and IT exhibitions, overseeing the event's operations.

Lintner CEO pointed out, "(When I was working) the company had a culture of easily using the word 'crisis' even when minor problems occurred. They would call it a crisis even in simply unfavorable economic conditions," adding, "Because of this atmosphere, it seemed that when a real crisis came, it was not taken seriously. The crisis had become chronic."

He also raised concerns about the speed of responding to market changes. Lintner CEO reflected, "In the past, Samsung responded promptly and flexibly when the market changed. That was the company's true strength," but he pointed out, "However, as most competing companies also sped up their response times and stabilized, Samsung's response speed rather slowed down."

Lintner CEO also questioned Samsung Electronics' approach to utilizing personnel at overseas branches. He noted, "The majority of employees at foreign branches are locals, but there are somewhat questionable aspects regarding their capabilities." The company aimed to increase efficiency by entrusting branch management to locals who are well aware of local market trends, but by focusing only on this, the actual work ability of locals deployed on the ground may be below expectations. Lintner CEO emphasized, "(More than domestically) overseas, it is even more necessary to thoroughly understand and respond to the market, personnel, and sales situations."

Recently visiting Korea, Lintner CEO is scheduled to visit the country again at the end of this month to meet with Samsung Electronics' executives and discuss cooperation plans with IFA. He is expected to officially propose an exhibition related to the semiconductor field to Samsung Electronics at that time. While IFA has so far focused its exhibition areas on home appliances and IT, it plans to expand the scope and scale to include the semiconductor field starting next year. Lintner CEO emphasized, "Qualcomm and Intel visited IFA this year, and we have started discussions with several companies about participating in next year's exhibition. Many semiconductor companies will participate in next year's IFA," adding, "We are trying to attract leading semiconductor companies such as Samsung and Nvidia. By the end of this year or early next year, we will announce which semiconductor companies will attend the next IFA." Next year's IFA will be held from September 5 to 9 in Berlin, Germany.