[Book of the Week] 'Samsung, How It Became a Luxury Brand in Europe' and 5 More Books

◆How Did Samsung Become a Luxury Brand in Europe?=Samsung's globalization, initiated as part of Chairman Lee Kun-hee's New Management strategy declared in Frankfurt in 1993. The author of this book, who rose to the position of vice president at Samsung Electronics, testifies to the 'cultural marketing' efforts carried out across various sectors. It introduces the process of forming a strong bond by incorporating local tastes into marketing in the European market, which was almost a barren land for Korean companies at the time. In football-enthusiastic England, Samsung sponsored Chelsea FC, and in taste-conscious France, it shares vivid on-site stories such as the 'cook marketing' case conducted with Michelin 3-star chefs. The author emphasizes that the way for the Korean economy, facing a population cliff and global competitive pressure, to survive is globalization, especially in the European market. (Written by Kim Seok-pil · Artlake)

◆The Truth of the First Sino-Japanese War and the Russo-Japanese War=The First Sino-Japanese War was fought between the Qing Dynasty and Japan from July 1894 to April of the following year in the Korean Peninsula and Northeast China. It was Japan's first modern external war, through which Japan seized hegemony in Northeast Asia. Japan claimed that the war started at the request of the Joseon government to expel Qing troops from Korean territory, based on the 'History of the Sino-Japanese War' published by the Japanese Army General Staff from 1904 to 1907. However, new facts emerged when the 'Draft Decision on the History of the Sino-Japanese War,' a compilation material for the 1994 edition of the 'History of the Sino-Japanese War,' was disclosed. It recorded that the Japanese army attacked the royal palace in Seoul, captured the king, and overthrew the government. The Japanese scholar author focuses on that part. (Written by Watanabe Nobuyuki · Sam-in)

◆What Makes a Brand That Customers Seek Out Different?=Among countless brands in the world, some uniquely gain public favor. Apple, Google, Amazon, Disney, Tesla, Meta, etc. What is the reason these brands have won the competition and stood tall as the top 1% brands? The author, a brand management strategist, presents the 'Go-to' strategy as the answer. A Go-to brand refers to ▲a leading brand with a super-gap that leads market trends ▲a brand customers turn to first when problems arise ▲a brand that many talented people want to work with. The key is to make customers come to the brand on their own without the brand actively promoting itself. The author shares experiences of outstanding results at many global companies such as Nike, Disney, and Cisco through a brand strategy model inspired by the Apollo program, the manned lunar exploration project. (Written by Teresa M. Lina · Hyundai Knowledge)

◆Secret Man=In June 1972, a secret operation team broke into the Democratic National Committee headquarters in the Washington Watergate building to install wiretapping devices for then-President Nixon's re-election campaign but was caught. This revealed the Nixon administration's election interference and political corruption, leading to Nixon's eventual resignation from the presidency. This is the famous Watergate scandal. The author of this book is Bob Woodward, a Washington Post reporter who investigated the incident. He introduces the process of uncovering the full story of the case through his connection with W. Mark Felt, the FBI deputy director at the White House in the early 1970s. (Written by Bob Woodward · Marco Polo)

◆How Just Is the Law?=There is something called legal sentiment, the gap between public sentiment and actual law. Our society is sometimes engulfed in the question, 'Is the law truly fair?' arising from controversies born in that gap. The author, a legal expert, traces how modern constitutional states have designed legal standards based on 19 real-life cases. It explains the background of laws related to contentious topics such as state surveillance, the right to be forgotten, gender quotas, animal protection, freedom of religion, freedom of expression, right to education, same-sex marriage, and euthanasia. It provides background knowledge to deeply consider issues that cannot be easily concluded, such as 'To what extent should the human rights of heinous criminals be respected?' (Written by Volker Kitz · Hans Media)

◆The Neuroscience of Exercise=This is a 'neuroscience-based exercise practice book' exploring how changes in our brain when moving the body help overcome depression, anxiety disorders, and sleep disorders, and affect concentration, creativity enhancement, and aging delay from various life perspectives. The author, who has researched neuroscience, became interested in exercise by chance when he started cycling. Since graduate school, he experienced a reduction in obsessive-compulsive disorder, where certain thoughts repeatedly surfaced, and then challenged himself with a triathlon, experiencing a cure. Now, he has established the 'Neurofit Institute' researching the interaction between exercise and the brain and advocates exercise methods for depression prevention. He introduces the seven powers of exercise. (Written by Jennifer Hayes · Hyundai Knowledge)

◆The Psychology of Opportunity=The author, a psychologist and neuroscientist, asserts that 'luck can improve.' The brain can learn luck and opportunity, and this belongs to the realm of science. The author interestingly reviews the language, culture, myths, superstitions, and magic related to luck and opportunity to support his claim. He scientifically explains the brain mechanism that 'if you do not live as you think, you will think as you live,' emphasizing that irrational beliefs are necessary when wrestling with an unpredictable world. The book contains numerous experimental cases from many psychologists and neuroscientists. Through this, it explains that anyone can scientifically give themselves strong psychological and physical motivation to 'seize opportunities' through effort. (Written by Barbara Blatzley · Antares)

This content was produced with the assistance of AI translation services.