Samsung Electronics, a successful global company based in South Korea, aims to "tier" status among its competitors in the development of less tangible, more intuitive qualities of design excellence. This example takes students on the growth of Samsung in the three decades from a small manufacturer OEM common TV with a giant in many product categories, from components (such as LCDs) to ubiquitous consumer devices (such as cell phones). During the last decade, this engineering-driven company yielded innovative, design-driven company, with no less emphasis on R & D. However, despite the global awards for design and engineering awards, "iconic" products (such as iPod) eludes them. After a detailed introduction to the design, operation Samsung, students asked to develop a strategic direction that will lead Samsung to a new level. "Hide
by Karen J. Freeze, Kyong Won Chung Source: Design Management Institute 26 pages. Publication Date: November 12, 2008. Prod. #: DMI021-PDF-ENG
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