"The global list of top
companies is being replaced by the likes of Apple, Google and Facebook," Choi Gee Sung, 59, tells Lee in his first interview since becoming CEO in December. "Our job is to prepare the organization for
the next generation so it can continue to evolve into a truly great company." That would include products like a robot maid that wowed at least one analyst.
But getting there admittedly means shifting strategy in its 67 units from a top-down management approach to a culture where creativity can flourish, as it does at, say, Apple. "In 10 years, the majority of products that represent Samsung may no longer exist," says Lee Kun Hee, son of the founder of Samsung Group and chairman of the electronics unit. "We must have a new start. There is no time to hesitate."