This study explores the successful localization of a product in an emerging market. Under the circumstance of product market heterogeneity, this study attempts to explain how a Korean multinational enterprise is able to tailor localization strategy in the Indian product market. With the help of in-depth case analysis on Samsung Electronics, the study focuses on informal and micro institutions in terms of consumption, consumer needs, strategic importance and competitive rivalry. After entering the smartphone market in India, Samsung Electronics

Corporation (hereinafter referred to as Samsung) has taken the formidable market leadership of the electronics industry in terms of market share. Major implications are drawn from the localization process of Samsung. First, Samsung dramatically leads in two track strategies - market penetration and market skimming. Second, Samsung tried to create a synergy effect between its regional headquarters and its subsidiary in India. Third, strategic smartphone series like Galaxy A, J and Z covering from the mid-range to low-end markets are optimized well by combining hardware and software components. Third, Samsung’s CSR campaign such as ‘Samsung Hope for Children’ is a necessary and indispensible condition to enter emerging markets. Thus, strategic implications in Samsung’s dual-edged adaptation strategy is well-crafted for the heterogeneous product market of India.