A close up relief map of cities where Chairman Lee conducted training and meetings during the New Management Declaration, with an LA meeting photo. A close up relief map of cities where Chairman Lee conducted training and meetings during the New Management Declaration, with an LA meeting photo.
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New Management Declaration

In 1993, as the world experienced upheaval and rapid change, Samsung seemed almost complacent. It had already reached the pinnacle of its home market of Korea, and appeared to be chasing purely numerical goals without paying due attention to quality.

To Lee Kun-hee, this was a crisis that called for dramatic action. In a series of meetings, he underscored the importance of recognizing the urgency of the situation and the dire need for change. Addressing the company’s leadership, he urged them to abandon their focus on numbers. Despite this, genuine transformation remained elusive.

A photo of Chairman Lee Kun-hee and executives attending a meeting to evaluate various Samsung products bound for export in LA in February 1993.

February 1993: A meeting in Los Angeles to evaluate various products Samsung was exporting

Then everything changed again, this time in Frankfurt. On June 7, 1993, Chairman Lee announced his New Management Initiative. “We must break this mindset of focusing only on numbers,” he said, stressing the need for change. “Starting with each of us, we must prioritize quality above anything else.” It was at this meeting when, famously, he urged his executives to “change everything except your wife and children.”

A photo of Chairman Lee Kun-hee speaking at the New Management Meeting in Frankfurt, Germany, in June 1993.

June 1993, New Management Meeting in Frankfurt

As Chairman of the Group, I solemnly pledge before you that I will devote my honor and life to driving the transformation of both the group and myself until the day Samsung truly becomes a world-class enterprise.

September 1993

The fear of missing the opportunity was palpable. Even while losing sleep, Chairman Lee pushed in all the chips and made a full commitment to be the catalyst who would lead the company to world-class prominence. Following the New Management Declaration, he organized and led a two-month series of meetings and training sessions overseas to ensure his new vision was clearly understood. These intensive sessions around the world laid the foundation for the Chairman’s new initiative.

A photo of publications featuring special reports from foreign media on the New Management initiative between 1993 and 1995.

1993-1995: Lee Kun-hee’s New Management Initiative was covered by media worldwide

A diagram of Samsung’s New Management initiative, reflecting the vision to become a world class company contributing to 21st century society.

Samsung New Management Framework

His core message focused on urging staff to clearly understand current realities and drive change by starting individually through self-reflection. His ultimate goal was to implement a quality-focused management system that would propel Samsung to become a world-class leader that also made meaningful contributions to society.