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Why a sub-brand is fast becoming necessary for Samsung to maintain dominance in the global smartphone market

Samsung has a problem. It continues to break new ground and find market share for high-end products but at the same time it’s conceding position to Chinese OEMs and local rivals in many lucrative emerging markets. Late last year it was reported that Samsung had narrowly managed to retain its top spot as the top smartphone manufacturer in the world even tough its annual smartphone sales were.
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