Samsung SDI, or Samsung Display Interface, which produced the finest TV tubes for three decades, has recently turned its attention to large, flat plasma display panels, or PDPs, and liquid crystal displays, or LCDs. Not only did the company roll out PDP and LCD screens ahead of its biggest rival, Japan, but it also became the first in the world to mass-produce color organic light-emitting diodes, or OLEDs. But seemingly invincible Samsung SDI was faced with a crisis – plunging plasma screen prices had shrunk the market, and challenges from Japan’s Matsushita, with more competitive product prices, threatened to push Samsung SDI out of its top spot. Instead of giving into the competition, however, Samsung SDI chose to face these challenges head-on. Here is Executive Director Park Sang-gyu of Samsung SDI with some of this year’s corporate objectives.