During the third quarter of 2011: Hyunjoo Jin, “Samsung Surges Past Apple in
Smartphones, Upbeat on Q4,” Reuters, October 28, 2011,
https://www.reuters.com/article/us-samsung/samsung-surges-past-apple-in-
smartphones-upbeat-on-q4-idUSTRE79R0B620111028.
No longer was the smartphone war: Kovach, “How Samsung Won and Then Lost.”
Concerned emails from South Korea: Brian Wallace, interview by the author,
January 6, 2016.
Samsung, declared Ben Bajarin: Ben Bajarin, “The Flaw in Samsung’s Anti-iPhone
Commercial,” Tech.pinions, November 23, 2011, https://techpinions.com/the-
flaw-in-samsungs-anti-iphone-commercial/4240.
In very short order: Brian Wallace, interview by the author, January 6, 2016.
“Todd and I were fired probably”: Ibid.
More than a dozen former colleagues: Fourteen former colleagues and employees in
the Samsung Telecommunications American marketing office or related
offices, interviews by the author, January 2016–December 2017.
One remembered Pendleton telling: Former Galaxy marketer, interview by the
author, October 23, 2017.
“Don’t quit, don’t quit”: Brian Wallace, interview by the author, January 6, 2016.
“Todd went rogue”: Galaxy marketer, interview by the author, November 8, 2016.
Frustrated that the U.S. team: Seven former Galaxy marketers, interviews by the
author, January 2015–February 2017.
“Every time we broke a rule”: Brian Wallace, interview by the author, January 6,
2016.
When Samsung’s worldwide mobile: Brian Wallace, email message to the author,
April 29, 2019.
“low-trust societies”: Francis Fukuyama, Trust: The Social Virtues and the Creation
of Prosperity (New York: Free Press, 1995), pp. 127–45.
“I’m thinking we are gonna”: Brian Wallace, interview by the author, January 6,
2016.
“The US team was outperforming”: Kovach, “How Samsung Won and Then Lost.”
the more complicated their relationship: Kovach, “How Samsung Won and Then
Lost.” Fifteen members of the marketing team and related teams recalled the
same events reported in the Business Insider article.
The Samsung auditorium was filled: Brian Wallace, interview by the author, January
6, 2016.
“The [Korean] executives told the employees”: Kovach, “How Samsung Won and
Then Lost.”
It was a Samsung ritual: Galaxy marketer, interview by the author, November 8,
2016.