• Archives of design research
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• no.16
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• pp.1-14
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• 1996

As the marketing strategy of corporations has been changing in various ways, the type of new product development has also bC'en changing in dim~rent ways. The types of changes include, among oiller things, product development. wit.h a new concept., revolut.ionary product development., new brand product. development., improvement. of existing product. and development. in model changes. The design development has similarly advanced with the growth in scient.ific approach in t11e design process of new product. development. in relat.ion t.o each t.ype of product development.. Ilowever, in view of the design approach or st.rat.egy for each t.ype, different. kinds of method of development is necessary. In order to increase t.he life cycle of an existing product. which has reached its mature stage and to respond t.o the changes 111 time t.hrough product improvement., it is becoming more imtxJrl.ant for Ule corporation to confonn wiU1 the changes in time by being able to sat.isfy the consumer! s needs, way of thinking and luxury inclination by utilizing the changes in design. However, it is very difficult to decide on a design using different development. methods which would clearly meet such neL'

• Asia Marketing Journal
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• v.13 no.3
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• pp.265-274
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• 2011

The objective of this case study is to analyze how effectively KIA K5, which is a leading mid-size car brand, has positioned itself into the mid-size car market. Before KIA launched the K5, Sonata and SM5 were the leading brands in the mid-size car market. They had loyal customers who like their similar images. As many competitors keep launching new brands or new designs into the car industry, Sonata and SM5 were pressured to introduce new versions. But, the YF Sonata and the New SM5 failed to catch up with the new trends in the market. Whilst YF Sonata was perceived as too innovative, the New SM5 was treated as an old car by the target customers of the mid-size car. While the two leading brands struggled to attract customers, KIA K5 found a new market space by identifying and focusing on the lucrative replace and up-grade demand segment and filling the gap between the current product category values and the emerging mid-size car category values. The K5 found the right values that customers need and successfully articulated the values to the customers. This case study illustrates that a successful positioning strategy can be effectively employed to attract customers in the saturated car manufacturing industry. This case can be summarized as the successful positioning strategy of KIA K5 is comprised of four primary pillars: design innovation, market analysis, STP (segmentation, targeting, and positioning), and launch strategy. The KIA K5 case study provides valuable insights and implications for many other companies that are planning to find a proper positioning strategy for their own business.

• Venture DIGEST
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• s.136
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• pp.32-33
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• 2009

오늘날 치열한 경쟁 속의 한정된 시장에서는 대기업이든 중소벤처기업이든 판매단가 인하, 원가절감, 품질개선, 디자인 변경, 연구개발 등 기존의 경영전략만으로는 지속적인 성장이 어려운 상황이다. 이에 Cisco, MS 등 글로벌 선도 기업들은 글로벌 고객과 자원(원료, 고급인력 등)을 신속히 확보하기 위하여 경쟁사와의 제휴는 물론 M&A(Mergers and Acquisitions; 인수합병)전략을 적극적으로 활용하고 있다. 하물며 대기업보다 기업 외부환경이나 기업내부자원(자금, 인적능력 등)측면에서 상대적으로 열위에 있는 중소벤처기업들이 M&A를 통하지 않고 자체사업만으로 지속적으로 성장하기는 어려운 일이라고 생각된다.

• The Journal of the Korea Contents Association
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• v.9 no.11
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• pp.192-200
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• 2009

Market in the 21st century innovative products is not the same as marketing traditional products and services. Whether for survival or to sustain market leadership, Design Marketing Strategy is the key in the new era of world competition. Design Strategies are also more critical issues in the future, because most business and firms depend on successful design project. In order to effectively bring creative professional output to market, design leaders who can use design intelligence to shape the future of their organizations and business must evidence marketing strategy technology, creative and managerial skill. Design Management links design and related business activities into a creative and coordinated strategy for creating value and sustainable advantage for the firm. Design education has focused primarily in the training of professional designers within their specific disciplines. But it dose not provide training in the management skills necessary to effectively lead a design project team. Most design colleges do not provide any integrated education in leadership and team building, strategy, finance, marketing or project management. This is the time that Design Management Program should be prepared to provide design students who want to manage design project in creative industry. The program has to be prepared to provide all the business skills and information that design students need to know in an upper-level undergraduate school. The Program's goal is to graduate design leaders able to strategically manage a design project for the challenge of managing in the 21st century.

• Science of Emotion and Sensibility
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• v.7 no.1
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• pp.65-81
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• 2004

With the arrival of the 21th century, the management environments such as the knowledge system, information system, and technology system surrounding small and medium enterprises are being rapidly changed. These rapidly changing the environment of enterprises like the above can be thought rather profitable for the elastic and resiling medium enterprises than large enterprises. Additionally, these environments are recognized as the management circumstances which provide with the change by which medium enterprises equipped with the trustworthy creativity in the 21th century are able to become the main player of the industrial development. The position and role of medium enterprises in the national economical system are very important. The execution of the local autonomy system and the policy to activate the local economy will generally enlarge the power of medium enterprises which are based on the concerned local society more ant more. But, by the standpoint of designer, it is pointed out that there is the problem that the effective application means or the availability of the industrial design was not sufficiently recognized or understood by the manager in enterprises. Notwithstanding the above problem, a lot of domestic small and medium enterprises became to apply the industrial design as the means for improving the competitiveness of their own products in the relatively short time powered by the governmental policy, and moreover both of the concerned partners(the manager and industrial designer) had the opportunity to newly recognize the industrial design and evaluate the availability or problem of the industrial design in the actual aspect. This event means very important change. With the understanding on the above situation, the purpose of this study is to recognize whether the design is strategically applied in the management level of domestic small and medium enterprises, whether the strategical establishment of the design management is performed without any problem, whether the field designer and CEO are well recognizing the design management and what their recognition level is in order to seek the new solution for plenty of problems. Therefore, the actual proof analysis was performed for the field designer and management CEO of small and medium enterprises with the questionnaire survey and direct interview method to understand the actuality of small and medium enterprises.

• Journal of Digital Convergence
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• v.19 no.9
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• pp.299-305
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• 2021

This study is a case study for revitalizing services of integrated online and offline stores in the non-face-to-face era. The retail apocalypse crisis has deepened due to COVID-19, and to overcome this, the physital strategy of providing online experiences to offline stores is attracting attention. However, the response of domestic retailers is at an early stage, and strategic research is needed to improve consumer access and revitalize offline stores. Three strategies were identified through theoretical considerations according to technological development, and four strategies were summarized by investigating and analyzing domestic and foreign precedents. By categorizing the derived strategies, three core strategies were presented in conclusion. This study is a study based on literature and case studies, and is expected to be helpful in establishing strategic basic data for revitalizing online and offline integrated stores in the future.

• The monthly packaging world
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• s.203
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• pp.65-75
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• 2010

본 원고는 기후변화 대응을 위한 핵심 정책대안 중의 하나인 탄소성적표지제도에 대한 그간의 운영실적을 소개하고 인증제품의 주를 이루는 포장용기를 활용한 비내구재 제품에 대한 탄소발자국에 대한 다양한 분석결과를 토대로 포장용기가 제품에서 차지하는 탄소발자국의 기여도에 대한 분석결과를 제시하였다. 또한, 자사 제품에 대한 탄소배출량을 계산하는데 필요한 탄소배출량 계산법을 탄소성적표지 인증기준을 중심으로 사례를 들어 쉽게 설명하고자 하였다. 마지막으로 에코디자인을 적용한 저탄소제품 개발에 대한 우수사례를 소개함으로써 포장용기를 활용한 제품을 생산하는 기업들에게 기업의 저탄소경영을 위한 최소한의 방안을 제시하고자 하였다. 이상에서 보았듯이 이젠 우리가 생산하는 제품에 대한 탄소배출량을 줄이는 것은 선택이 아닌 살아남기 위한 필생의 전략이 되고 있다. 우리 기업만의 독자적인 저탄소경영 전략을 수립하고 탄소성적표지제도를 기업의 저탄소경영전략의 일환으로 삼아 소비자와 지속적으로 커뮤니케이션 해 나가는 것이 기업의 이미지제고와 경쟁력을 높이는데 초석이 될 거라는 것을 필자는 믿어 의심치 않는다.

• Archives of design research
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• no.18
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• pp.165-174
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• 1996

In the I950s the German firm Braun began to pursue a policy of uncompromising modem design for products aimed at the upper reaches of the market. Dr. Fritz Eichler as a head of design with Hans Gugelot and Otl Aicher in the Graduate School VIm developed the guide line of Braun Design strategy as the foundation of the corporate identity programme. In 1955 Dieter Rams joined the staff, and was largely responsible for establishing the formal characteristics of Braun Design and its further development. In the mid-1950s complete product programme of the firm Braun began to be re-designed, and these undoubtedly hit the market. New design line of the firm Braun, was an exclusive avantgarde movement at that time, which became to be the epitome of the idea of an objectifiable "Good Form". By the result in the 60s and 70s, when Braun product program was completely re-designed to the new line, Braun Design had a decisive influence on the design scene of the world. Braun Design is essentially functional and concrete, which depends on perfect fulfillment of purpose, precision, safety, durability, the quality of the product and, more recently, environmental compatibility is similarly balanced and unified approach, eliminating every unnecessary detail and concentrating on ordering essential elements. elements.

• Archives of design research
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• v.12 no.3
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• pp.179-188
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• 1999

Today when an age of unlimited competition is being ushered in, we are witnessing a Domino phenomenon driving many companies into insolvency due to the control of IMF bailout program and national management crisis. Amid such an extreme vortex, our companies are struggling hared to survive the crisis. As it is, it is very difficult for domestic companies to invest their capitals in the development of new technologies as they did in the past. Particularly, as knowhow or information regarding new technologies or products are databased or computerized enough to allow for its easier sharing or transmission, the conventional competitive edges are being dismissed more and more. Under such circumstances, the industrial design may be the best strategy or means for domestic companies to surmount their management crisis. For an industrial design may help to create a higher added value with a shouter-term investment or effort than other types of research and development efforts. In order to realize such a higher added value of the industrial design with a shorter-term investment, it is required to establish an educational system which can continue to supply the quality design professionals armed with sense of creativity and practical applicability. Only when such an educational system has been established, our companies can afford to advance into the world markets with their unique designs produced by their professional designers. With such a basic conception in mind, this study was aimed at providing for the data useful to establishment of a scientific and systematic industrial design education system or the prerequisite for development of our industrial designs. To this end, the educational system of domestic and foreign college design departments were investigated and analyzed, while researcher's experience at a design department of Yuhan college (hereunder called 'Y' college) were used. Based on the results of investigation and analysis, marketing strategies for design departments are put forwards together with a new pedagogic method of bringing up professional industrial designers through reinforcement of the design department curriculum.

• Asia Marketing Journal
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• v.9 no.2
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• pp.131-163
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• 2007

Recently, the importance of 'character' is widely acknowledged by practitioners and academic arena. Character is the archetype of design product. Unfortunately, however, there have been limited character design studies. The purpose of this study is to identify the components of character design and then to verify the causal relationships among them. The research model of the current study is developed based upon the past studies on the consumer response model related to the product design. The result of the study shows that the dimensions of character design are converged into upper dimensions, including such as character appearance, character image, and character attachment with each lower dimensions, respectively. An analysis of relationship among these variables indicates that while the character appearance tends to trigger character image, the character image leads to character attachment. In addition, both the character image and the character attachment have a positive influence on the loyalty of the character. Understanding of the paths among consumers' responses will be able to be a good guideline for establishing character design strategy. And, finally, the authors discuss some theoretical contributions and managerial implications.