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This case explores the history of Korea's Hyundai Motor Company and the part design management played in Hyundai's rapid rise to become one of the Big Five global car manufacturers. The company only began manufacturing automobiles in the mid-'60s and now commands two major brands (Hyundai and Kia) that have made significant inroads into European and American markets.

Samsung Electronics, a successful global company based in South Korea, aspires to "Tier One" status among its competitors through mastering the less tangible, more intuitive qualities of superior design. This case study takes students through Samsung's rise in little more than three decades from a small OEM producer of generic TV sets to a giant in numerous product categories, from components (such as LCD displays) to ubiquitous consumer devices (such as cell phones). During the past decade, this engineering-driven company has given way to an innovative, design-driven company, without any less emphasis on R&D. Nevertheless, despite worldwide design awards and engineering accolades, the "iconic" product (such as Apple's iPod) eludes them. After a detailed introduction to Samsung's design operation, students are asked to develop a strategic direction that will lead Samsung to the next level.

Epilogue to DMI021