Samsung Electronics has made a series of upper management changes starting with the appointment of Yoon-Woo Lee as vice chairman and chief executive.

Lee replaces Jong-Yong Yun, who has been at the helm of Samsung since 1997 and who will now serve as the company's standing adviser.

Lee joined Samsung SDI in 1968 and has worked for Samsung Electronics since 1977. He was president of Samsung's semiconductor business from 1996 to 2004 and vice chairman and corporate CTO from 2005 to 2007.

"The latest measure reflects the company's determination to focus on developing future growth, and to find a new momentum to become a world leading company," Samsung Electronics said in a statement.

"Vice chairman Lee has the leadership and the experience to take Samsung Electronics to the next level."

Vice chairman Ki-Tae Lee will take over from Yoon-Woo Lee leading the external relations operations at Samsung, and Dr Chang-Gyu Hwang, president of Samsung's semiconductor business, will replace Ki-Tae Lee to lead the corporate technology operations.

Samsung, which has been focusing on TV, semiconductor and mobile phones, believes that the new appointments will help it find "new growth engines amid fierce competition in the electronics industry".