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Samsung Electronics Co. is corporate royalty in South Korea. It’s also a company recognized for its marketing smarts and engineering savvy worldwide, so much so that consulting firm Interbrand ranked it as the world’s seventh-most valuable in its 2016 survey, ahead of Amazon and Mercedes-Benz.

So how is it that the pride of South Korea has so botched the recall of 2.5 million Galaxy Note 7 smartphones after complaints of exploding batteries — and a ton of negative publicity by the media in the U.S., Europe and China, not to mention the vast echo chamber of social media?

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