1. INTRODUCTION Whole businesses always strive to achieve large profits, this is achieved by conducting large scale production, managing marketing and certainly through product innovation (Sundbo, 1997). Providing new services to existing customers can create value and attract new customers, which is essential for increasing the competitiveness of successful organizations (Edvardsson et al, 2010). Product innovation can attract the customer, which implies benefits for businesses. From the perspective of SD logic, the company cannot create value but only offer value through a value proposition (Vargo & Lusch, 2008). Value proposition considering why the customer should buy products from companies and not from competitors. This mission aims to describe or analyze the innovation of companies (Samsung) in the development of products that preserve their competitiveness in the global economy. Samsung, as a giant company, first promoted almost all fields such as food, textile, insurance, security and expanded the field of shipbuilding and electronics since the years 1960 (Wikipedia, 2013). Not only in the company's expansion, but also in its product development, Samsung has always implemented different elements in each product version, such as "Samsung Galaxy S4 instead of S3" (the-marketers, 2013 ). Samsung is well known as a company that relentlessly innovates (hargakomputertablet, 2013). The literature used in relation to innovation, particularly the innovation model (Gallouj & Weinstein, 1997), management innovation (Sundbo, 1997) and the correlated literature that was selected to analyze the improvement Samsung products as the key to success in the business world. The writing structure of this article is as follows. First of all, the introduction t...... middle of paper ......ters.(2013). This is Dia Rahasia Kesuksesan Inovasi Samsung. http://www.the-marketeers.com/archives/ini-dia-rahasia-kesuksesan-inovasi-samsung.html#.UoNc1CdjIqMMichel, S., Brown, SW and Gallan, AS (2008). A broader and strategic vision of discontinuous innovations: deploying a dominant service logic. Journal of the Academy of Marketing Sciences, 36(1), 54-66.Republika.(2012).Sst, Ini Aneka Inovasi Tersembunyi Samsung Galaxy S4 http://www.republika.co.id/berita/trendtek/ gadget/04/13/20/mlj9f4-sst-ini-aneka-inovasi-tersembunyi-samsung-galaxy-s4Sundbo, J. (1997). Management of innovation in services. The Service Industries Journal, Vol.17, No.3 pp.432-455.Vargo, SL and Lusch, RF (2008), “Dominant service logic: continuing the evolution”, Journal of the Academy of Marketing Science, 36 (1) 1-10.Wikipedia. (2013). Samsung. http://en.wikipedia.org/wiki/Samsung