In the beginning of the 1990s, LG's focus changed rapidly. LG concentrated on becoming globally competitive, which led to the re-establishment of LG's management principles. Chairman Cha-Kyung Koo announced LG's new code of conduct, which involved "Creating value for customers" and "Respecting human dignity." Also, he announced a new management philosophy for the 21st century, which was based on innovating the organizational structure, operating systems, and management and fostering talented people.

In this decade, Bon Moo Koo was sworn in as the third LG Group Chairman, leading to a second wave of management innovations. Chairman Bon Moo Koo created and enforced "Jeong-Do" Management* and "No. 1 LG" as the company's core management goals.

LG focused on four business areas in the 1990s: chemicals/energy, electronics/information/communications, financing, and services. The company began its efforts to lead the digital age into the new millennium.

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  Lucky establishes joint corporations in Malaysia and Thailand

  Management concepts and the philosophy for the 21st century are declared

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  Lucky Goldstar Welfare Foundation (currently LG Welfare Foundation) established

  Lucky commercializes polyacetal resin for the first time in the world

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  Lucky establishes the joint corporation of cosmetics in China

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  A joint venture company is established for optical cables in Vietnam

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  Lucky develops the first Styryl dispersed dyes in the world

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  LG Sangnam Press Foundation established

  LG Electronics Inc. acquires Zenith, the largest electronics company in the United States

  Bon Moo Koo becomes the third chairman of the group

  Lucky Goldstar changes its name to LG

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  LG Electronics Inc. establishes the LG-IBM PC company

  LG opens the LG Sangnam Library, the first digital library in Korea

  LG is established in India

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  Yonam Evergreen Foundation established

  LG Chem Ltd., develops the first Quinoline antibiotic in the world

  LG celebrates its 50th founding anniversary

  LG Chem Ltd., develops the first new material herbicides in the world

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  LG is established in Germany

  LG Youth Science Hall in Pusan opens

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  LG Electronics Inc. develops the thinnest plasma display panel in the world

The English translation of "Jeong-Do" is "the right way." "Jeong-Do" Management is the way we display our uncompromising integrity in pursuing LG's management principles.