Samsung Group’s new Corporate Strategy Office Chief Choi Gee-sung is seeking to spread Samsung Electronics’ “success DNA” - globalization mindset - to the group’s subsidiaries, business sources said.

Samsung Electronics CEO and Vice Chairman has been promoted to head the group’s Corporate Strategy Office, Korea’s largest conglomerate’s de facto control tower on June 8. Choi remained tight-lipped on a flood of questions on his future plans from reporters when he arrived at the Samsung Electronics’ headquarters in Seocho-dong, Seoul to begin his first day of work as the chief of the group’s Corporate Strategy Office.

Choi’s promotion to the group’s second highest position has come as Samsung Group Chairman Lee Kun-hee stressed a need for revolutionary changes to usher a new business era while returning from his recent business trip to Europe. 

Choi now has to tackle the pending issues while taking the helm at the group’s Corporate Strategy Office. The tasks include Chairman Lee’s inheritance suit with his relatives, the on-going patent battle with Apple Inc. and the nurturing of the group’s new growth engines. 

Vice Chairman Choi is making clear his intention to spread Samsung Electronics’ success DNA °™ globalization mindset and knowhow- to all subsidiaries, business sources said.  

Choi was picked for his global mindset in devising business tactics, fast decision-making skills and his organizational control capabilities, the group’s communications chief was quoted as saying. 

While serving as the chief executive officer of the group’s flagship company, Samsung Electronics, Choi has been credited with his roles in coping with Apple’s foray into the global smartphone market by releasing Galaxy S timely and placing Samsung Electronics in a position to take on Apple on the market. 

Choi is also famous for his aggressive management style in which he played leading roles in the advancement of Samsung’s TV and mobile business to help Samsung stand shoulder to shoulder with global players. 

Vice Chairman Kwon Oh-hyun of Samsung’s components unit has been promoted to fill in Choi’s former post as CEO of Samsung Electronics, but Choi’s former responsibilities as chief of assembled products at Samsung Electronics has been left to the CEOs’ group.  Kwon had been named Vice Chairman of Samsung Electronics together with Choi in July last year, when the group split its operations with Kwon taking charge of components and Choi of assembled products. 

Since December last year, head of CE (Consumer Electronics) Yoon Bu-geun has been responsible for the TV and electronics business while mobile President Shin Jong-kyun is in charge of the mobile and IT business. #