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Samsung caught between rock and a hard place on Russia

Withdrawing would risk losing smartphone lead to China after years of investment

Samsung renamed phones including the Galaxy Z Flip in some markets after the letter "Z" became associated with support for the invasion of Ukraine.   © Reuters

SEOUL -- Even as multinational companies have flooded out of Russia in response to the war in Ukraine, Samsung Electronics has yet to take a clear stance on the matter, fearing it could lose some substantial smartphone and television market share to Chinese rivals.

When asked about pulling back from Russia at last month's general shareholders meeting, CEO Han Jong-hee said only that the company "will monitor the situation and respond while minimizing the impact on our business."

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