1. INTRODUCTION All companies always try to make large profits, this is achieved by conducting large scale production, marketing management and certainly product innovation (Sundbo, 1997). Providing new services to existing customers can create value and magnetize new customers, they are key to broadening the competitiveness of successful organizations (Edvardsson et al,2010). Product innovation can attract the customer which implies benefits for the company. From the perspective of SD logic, the company cannot create value but only offer value through the value proposition (Vargo & Lusch, 2008). Value proposition given that the reason why the customer must purchase products from companies and not from competitors. This task aims to describe or analyze the innovation of companies (Samsung) in developing products that maintain competitiveness in the global economy. Samsung, as one of the company giants, initially encouraged almost all industries such as food, textile, insurance, security and expanded the shipbuilding and electronics industry starting from the 1960s (Wikipedia, 2013). Not only in the expansion of the company, but also in the development of its products, Samsung has always put different elements in each product version such as "Samsung Galaxy S4 instead of S3"(the-marketers,2013). Samsung is well known as a company with relentless innovation (hargakomputertablet,2013). Literature used in relation to innovation, especially the innovations model (Gallouj & Weinstein, 1997), management innovation (Sundbo,1997) and related literature which have been selected to analyze the improvement of Samsung products as the key to success in the world of business. The structure of this article is as follows. First the introduction t...... half of the document ......ters.(2013). Ini Dia Rahasia Kesuksesan Inovasi Samsung. http://www.the-marketeers.com/archives/ini-dia-rahasia-kesuksesan-inovasi-samsung.html#.UoNc1CdjIqMMichel, S., Brown, S.W., & Gallan, A.S. (2008). An expanded and strategic view of discontinuous innovations: Implementing a service-dominant logic. Journal of the Academy of Marketing Science, 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 Evolution”, Journal of the Academy of Marketing Science, 36 ( 1) 1-10. Wikipedia. (2013). SAMSUNG. http://en.wikipedia.org/wiki/Samsung