Since the early 1990s, Samsung has had a good relationship with the Russian Academy of Science. The Russian Academy of Science has been one of the most significant sources of the company’s innovation (Vincent 2012, p.) Creativity with regard to accommodation of people of all social classes has been highly important for Samsung.Apple on the other side is known for their high levels of innovation. However, the difference between Apple and Samsung is that Apple does not have the level of diversity that Samsung has. However, with regard to the target market, they have been able to produce products that are attractive to people of different lifestyles as long as they are able to afford them (Johnston & Evers 2005, p.) With regard to their innovation, they usually make sure that the projects are handled by three separate groups as soon as they get to the level where they are highly promising.As for Google, the main concentration of the brand is always in customer’s experience. Looking at their product it can be easily deduced that their products are highly customer based. Google is able to do so by carrying out researches that are aimed at making sure that they are much aware of the needs of the market (Wilson& Blumenthal 2008, p.) From the needs, the brand’s innovation and the creative team usually go ahead and design new products.There has been an evident growth in the industry. Allot of people would prefer mobile devices that can match the various aspects of their lifestyles. Even business people would not mind having mobile devices that help them with their social lives. Furthermore, players in the industry have also seen the need to design products that can appeal to diverse lifestyles (Sweeny 2013, p.) In the industry, it has been noted that the youth make the highest percentage of consumers. This is the reason why it would be beneficial for the brand if it would consider creatively and innovatively design products that would be attractive to the youth.
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