W20_Design management

20202nd Semester

Design Management

Ahn, Sukhyung An, Eujin Hwang, Jungae Jo, Eunjin Kim, Amy Boram Kim, Taehoon Koh, Youngsang Lee, Jinyoung Lee, Kyungho Oh, Jungsok Park, Hayoung Park, Jihye Park, Sujin Ryu, Hyejin Yi, Soyun Yu, Byoungwoo

x 1

Course Design Management in the second semester of 2020 Students Ahn, Sukhyung An, Eujin Hwang, Jungae Jo, Eunjin Kim, Amy Boram Kim, Taehoon Koh, Youngsang Lee, Jinyoung Lee, Kyungho Oh, Jungsok Park, Hayoung Park, Jihye Park, Sujin Ryu, Hyejin Yi, Soyun Yu, Byoungwoo Class Manager Kim, Minsu Publisher/Instructor Park, Jinoh

Š The copyright of all outcomes contained in this book belongs to each student.

2

INSTRUCTOR’S NOTE

One summer day, I received a nice call from a person. It was the call from manager Kevin Seokhun Yu (now Head of Operation), who I met for the first time on a fall day in 2011. He asked me if I would like to teach design management in the MBA and EMBA program which I graduated from. It was an honor to have the opportunity to teach students in the course, but it took time to review my abilities to see if I could manage the course.

The Design Management course that I learned in 2011 was centered on Design Thinking from a designer’s perspective and cases. After that learning, I also thought about how to apply Design Management to my work. Later, I met F in my Ph.D. and discussed the difference between Design Management taught at Design Schools and Design Management taught at Business Schools. And now, while managing projects in multidisciplinary research, I am setting standards for value assessment and adjusting research direction. In addition, the projects are managed by estimating the value of design as economic value in design practice. After the above thought flow, I communicated that I would take this class.

This design management class aims to allow students to understand Design Management that emphasizes management utilizing the characteristics of Design, “Visualization” and “Materialization”, and to apply design management lenses to their business projects.

This book contains the process of applying Design Management to their Business Project through workshops in this class. I was most considered in creating this book to help students remind their experience of applying Design Management to Business Project. The idea that if I record their outputs describing their business projects in the winter of 2020, I might be able to allow my students to remind their efforts someday is why I am making this book. Furthermore, I hope this book could be a clue to solve the difficulties of their business in practice through Design Management.

It was a glorious moment to return to the MBA and EMBA courses at Aalto University and Seoul School of Integrated Sciences & Technology, Seoul, Korea. Many thanks to my students, teaching assistant, and universities for giving me this opportunity at Aalto University and Seoul School of Integrated Sciences & Technology, Seoul, Korea.

Jinoh Park, Instructor

1

CONTENTS

26

Ou jec tiv e

ty Cr ea tiv i

Ob g standin Under

Ma

s Con

ct pe Pa ssi o

n

Re s

ss lne hfu

y

Fa it

ity

lity

Appreciation

ce

Diligen

ty

Honest

lity ibi

nc er e

ty Modes

y

ns

Si

tiv ea Cr

cit

pa ibi

ns

po

Koh, Youngsang rcy

po

Re s

Honesty

Me

s Re

y th pa

Trust

eful pos

ulness Faithf

ce en lig Di

ss

Si

ip

30

Responsible working mother

e er nc

nd

sh

Ca

n

ili Reliab

Em

Passionate Altruist

e ln

n

d ne

Fa

te e

Harmony

ie

iste ncy

y

un

k

Con s

lit

bi

lia Re

io

Vo l

rw or

Fr

nt

e illm Fulf Thoug htfuln En es s joy

Jo, Eunjin

D

ev ot

Pur

pe

ss

ne

ul

f ith

fu

O

tio cia

18

ith Fa

Optimistic

pre

Ahn, Sukhyung

sty

ce lan

xim iza tio n

de

Ba

ncy iste ity Responsibil Cre ativ it

Mo

Realist who pursues ideals

g

din

n tsta

Wit

Ap

06

Kim, Taehoon

Love

Course Schedule

Hwang, Jungae en t

04

14

op m

Instructor’s Note

y D ev el

01

Love

Understanding

Tolera

et er D

riv en

tiva ted

ald Go

Pa ssi on

ncy Consis te

y on

rm

nce

Creativity

npe d O nde i m

ct

Ha

ble

a Reli

s

Oval

Rapport

Skilled communication

g e sp Re

nu in kin ely d

be -vi

P or eop ie le nt ed

din

i ss Pa

m ar g W arin -c

xib Fle

People -oriented Activist

ers tan

on

Ge

ive

ox

y ilit

Und tial

sit Po

Trust

fb

ct

ing

r we po

Creative

to

2

e sp Re

Em

Developing Enabler

Lee, Jinyoung

Influen

m

atio n

34

n

nic

Si

Ou

Kim, Amy Boram

tiv ati o

mu

e er nc

rm

Ha Comfortable

ss

22 Com

in ed

An, Eujin

y on

ba tio

n

G

Kindne

lia Re

ned Enthusiastic Mo

10

nce

y

it bil

li cip

ige

e en

Dis

Dil

lo

s ro

st

Flexibility

Co l

ity

Tr u

Mo

Passion

Re so

lut

ion

ss

lne

tfu

gh

ou Th

50 Park, Jihye

62 Yi, Soyun

bi li

Pas s

us

Re s

mo Equality Aut ono

66

re

asu

g din an rst de

Ha

ess

Pleasure

Ho

y

ilit

xib Fle

ne

e cer

Sin

W it

71

Course Reference

ve Lo

Reliability

Cre Artis ati vit tic y

Delightful idealist

Joyful

e ur

as

Ple

e

ibl

ns

po

ss n ne ratio tle Collabo Kindness en G Fr ien ds Re hi sp C p ec on t si de

sty

70 A Letter to My Students

ra te

58 Ryu, Hyejin

s Re

Po sit ive

Honor

on y rm

ind -m en Op

sed

Lo ve osity Gener

ibility

Respo ns

g

din

46 Park, Hayoung

ce

din

em iev

en

an

ulness

Ste a

h Ac

lig

Di tst

Balance

ess

Peaceful Mediator

Ou

ct

y

Thankf

ilit

htfuln

pe

Thoug

s Re

le

ab

pt

Unbia

u Tr

ss

xib Fle

a Ad

ce

ion

st

ne

Responsibility

nt

e

en

Yu, Byoungwoo Pas s

Ki

nd

Passion

fid

l

Flexibility

Ple

e

Reasonable Leader

Pr of es sio na

on

al ion Rat

lut ion ek

So

inking

Se

rco m

n Co

le sib on sp Re

Faithf ulness

g

d si

Co n

e

u Tr

in

54 Park, Sujin Ove

n

st

nd

pre

io at er

Insightful

rs ta

42 Oh, Jungsok

ng

Honesty

de

n tio cia

Ap

lle

a Ch

ect

Striver for satisfaction

Un

Collaboration

Re sp

joy En

Joy & Pleasure

ion Activat

ion ut rib nt Co

Logical Th

st le

ion

po ns i

Hu

de ter Selfmi na ti

ity

tiv ea Cr

Un

Lee, Kyungho

ty

38

Courage

Pa ss

ion

e tic Jus

3

COURSE SCHEDULE

This series of lectures and workshops is designed to help students understand Design management and experience utilizing the Design Management approach with their thesis.

ity

Hu

tio n ol u ek S

n tio

Se

Joy & Pleasure

ion Activat

bu tri

Logical

st le

n Co

Thinki ng

tiv ea Cr

Collaboration n

Re sp

ect

tio cia

pre

Ap

Introduction | Integration of Design and Business: How to use Design Management in Academy and Practice

Lecture #1 | Design Management Essence: Understanding Design Management to balance intuition and logic

Worshop #1-3 | Establishment of Value Criteria before the Integration of Design and Business

- Workplace for Frontline Workers - Wellness in Workplace

- Need for Design Management - Integration of Design and Management - Design Management Precedents - Design Management Players

- Workshop #1 Establish a Concept Wheel for the Value of Your Life - Workshop #2 Establish a Concept Wheel for the Value of Your Business Project - Workshop #3 Transitioning from Programmatic Concept to Design Concept

Image Source: https://www.agweb. com/article/covid-19-kansas-dataidentifies-packing-plant-clusters

Image Source: http://www.dsource. in/course/design-management/ what-design-management

4

After BP - Money sourcing - Co-development with GEMENS - Professors at university hospitals participate as volunteer - Field trial before FDA/CE registration

After BP - Check AI level measurement - Analysis of medical device industry which can be advanced throughout AI skill - Check FDA / CE register requirements - Prepare necessary documents by testing - Check test result and find a way to utilize for marketing purpose - Cost effect analysis - ROI + Break even point estimation

After BP - Check if major medical device firms are working on their projects with AI - Check how different our initial products against competitors’ developing products with AI

After BP - Possibility to success in the actual field - FDA / CE guideline change

After BP - Production cost in detail - Patent registration and preparation for copying models

Current BP - Generative design tool for AI medical device - Journal Articles related to AI based medical products - Prototype for initial development using AI

Current BP - Check if these products can be reistered in FDA and CE. Adjust developing direction to be able to register and used in most countries.

Current BP - Reducing medical cost for increasing old aged generation who have not enough savings for medical treatment - Support doctors with unlimited capability which AI could generate

Participants - CEO Executives, Marketing director, RA director, Investors, CFO, BANK, Fund raiser Current BP - Researchers in medical device, AI, medical practice - Institutional Research Board - January, 2021 - December, 2022 - $ 1,000,000 - Initial investment for fund raising - Development process - U.S. FDA / CE Guideline - GEMENS collaborate - Literature Review - PATENT management - Advice from related researchers - Literature - Generative Design - AI algorithm

Current BP - Field Research: Interview, Observation, Semi -constructed discussion at related department in hospitals - Analysis of competitors’ products, Literature Review, Internal discussion, check how AI is used in other industries - Basic model design : Establish direction for initial product - Establish model design : Semi-final product design - Check product design with medical doctor in aspect of usability and stableness - Production of initial model.

Perform steps of testing with accuracy.

- Check if it can be registered to CE & FDA. List up necessary documents.

- Analysis: To do test in order to get necessary documents Participants - AI researcher, medical device engineer, medical doctor, regulatory affair manager, financial director, fund raiser, business development, marketing specialist

Lecture #2 | Design Management Dynamics: Understanding detailed settings to improve Design Management

Workshop #4-6 | Implementation of Integrating Design and Business

Final Project | The concept framework of BP applying Design Management concept

- Planning for Design Management - Organizing for Design Management - Directing for Design Management - Controlling for Design Management

- Workshop #4 Applying Design Management to Your Business Project | Plan - Workshop #5 Applying Design Management to Your Business Project | Realization - Workshop #6 Applying Design Management to Your Business Project | Evaluation

- Roles of Design Management in Your Business Project - Logic Model - Abstract

Image Source: https://laughingsquid.com/organizational-charts-for-tech-companies/

Image Source: https://www. betterevaluation.org/en/resources/ guids/results_chain/logic_models

Inputs

Outputs

Short Term Outcomes

Medium Term Outcomes

Long Term Impact

5

Ahn, Sukhyung s es

ev ot

hf

t

io

ibi ns po Re s

Trust

y th pa

ity

Passionate Altruist

n

il Reliab

Em

lity

i Fa

D

n ul

Passion Dil

ige

nce

y

ilit

liab Re

Through this workshop, I’ve come to know that it’s even hard to describe myself with even 10 words! The words I’ve picked are some of the values I really appreciate anyway. I’m not a specialist in any field but as a generalist, one of my specialties is diligence to be a faithful person. This is my working style to reach my goal and passion. Also I know I cannot do everything on my own, so it’s very important to work together with others. In this personal and social relationship, I find responsibility and empathy are very important. This may be coming from understanding others and someday it can be developed to reliability. So I admire people who devote themselves for others.

Love is what we need in our life. It’s also described as equity considering vulnerable people.

6

Business Project

BMI for New Values ical

ct Pra

Inn

ova tion

ate ma tiv e

-d -to Up

Inf or

t

en

y

ilit

Creati vity

Easy

pm

lo ve De xib Fle

BMI for New Values

Empathy

Cu

st om

y

r st du

er

In Targeted market

My business project is about business model innovation on online English education market in Korea. The reason I chose this issue is I like learning languages that I wanted to know further about the language education industry with management approach. I wanted to study about other languages market but there wasn’t enough research to develop. I’d like my business project to be informative and useful for people who are in this industry or want to enter the market. Hope this could be a bit of help. I’m not in the industry itself that I may be able to approach with objective perspective. Main concept I’d like to introduce in this project is business model innovation. This is a process to make a business to provide new goods and services for customers’ unsatisfied needs and value. Every company might have different ways to develop it but I’ve categorized them as two types of companies - startups and big companies because there needs to be different solution considering their situation. For every change, we are required to be courageous to some extent and we need flexibility too. It may be difficult to change the way it used to be, even more for companies because business includes many people in collaboration. The first step for the change might be coming from having empathy with customers.

7

Programmatic Concept Wheel

ical

ct Pra

Inn

ova tion

Inf or ma tiv e

t

y ilit

Creati vity

Easy

Up

en pm

-to

-d

ate

lo ve De xib Fle

BMI for New Values

Empathy

Cu

y

st om

r st du

er

In Targeted market

Executive (Design) Concept Wheel

n atio

Pr ac tic al

s es oc Pr

l Va ia English Education er n rio t a of u Industry m atio le s l ar ev ng ic ne el hi rsif c s rs a e Untact Te div

8

Value

Providing Practical Solution

by BMI

on ati ov

-date Up-to trend

AI

Inn

Se le op ctab tio le ns

lic App

Overview of Business Poroject with Logic Model

After BP - Selected companies for interview - Previous researches on Business model, Interview with companies in the industry

After BP - Interview with selected companies - Data analysis of each company’s development through BMI - Comparison of BMI / non-BMI group company’s development in the last decade

After BP - Interview with selected companies

After BP - Data analysis of each company’s development through BMI

After BP - Comparison of BMI / non-BMI group company’s development in the last decade

Current BP - Previous researches on Business Model Innovation

Current BP - Reviewing previous research on Business Model - Online English education industry overview - BMI strategies research - Business environment of startups - Business environment of bigger companies - Results of BMI - Reason for sustainable BMI

Current BP - Customized education service - Differentiated contents and material - Material review - Searching on the web

Current BP - Considering BMI as an essential process - Each company’s BMIi process - Current market situation

Current BP - Continuous BMI for sustainable business - Benefit of BMI - BMI for sustainable business

Medium Term Outcomes

Long Term Impact

Inputs

Outputs

Short Term Outcomes

Business Model Innovation for Online English Education Industry in Korea Previous researches on Business Model Innovation is necessary to begin with. In order to do so, reviewing previous research on Business Model will be performed. Online English education industry overview is to be done through research companies’ information and government agencies’ statistical data on the web. For BMI strategies research, aSSIST’s access to thesis and google scholar will be accessed. Business environment for companies can be investigated through each company’s website and news articles. I’d like to review these materials with the description and supporting information as companies’ case study to see results of BMI. This project is based on case study that I expect data analysis conducted on business performance change will make it more persuasive to conclude. Also interview with companies may bring better understanding of current market situation so that recommended strategy for each company will be a better fit.

9

An, Eujin Com

mu

e er c n

nic

atio n

n Pa ssi o

ing

Developing Enabler

Trust

Consis tency

r we po

ct

pe

Em

s Re

Si

Creative Ou

to

fb

ox

y

ilit

xib Fle

For the personal branding as growing to the leadership member of the organization, we should have the passion with empowering the ppl with collaboration and respect others and out of box thinking way.

10

Business Project

Pr oa ct

Co u

ra g

n Pa ssi o

ul sef po Pur

g

n standi

Digital Transformation

Under

Res il

e

e tiv ea Cr

Objective

ien

ce

iv e

Digital Transformation

Creativity Ou

tst

an

ve

din

nsi

g

he pre

m Co

This purpose was clear to do digital transformation as one of business strategic initiative with passion of the company group. For the sustainable growth, creative way of strategy execution and collaborative culture need to be build up. And also resilience on the failure in case the result was not expected but can learn from it.

11

Pr oa ct iv e

Res ilie nce

Co u

ra g

Pa ssi o

l efu pos Pur

anding

Digital Transformation

st Under

n

e

e tiv ea Cr

Objective

Programmatic Concept Wheel

Creativity Ou

tst

an

din

g

e siv

n he

pre

m Co

Executive (Design) Concept Wheel ad of to ahe bu Re y t i l i b A titors sine -des compe ss ign str ate gy Mi ssi on

l Peop na develo le pment

re

Value Creation

Process

l

oo lt

D

ita

riv en

ig

CRM system

12

o cti

un ltu

at a

Cu

D

sf os Cr

er tom A s u wo gile e c nce c r k n a e flam Enh experi e

D

Overview of Business Poroject with Logic Model

Current BP - External analysis (Market, customer, competitor) - Internal analysis (Process, Tool, SWOT) - Digital transformations, which expand beyond CRM systems, do not happen overnight, but investing in it can create real financial impact

Current BP - Define: Analysis, Literature Review, Internal discussion, Leadership team presentation -Ideate + Prototype: Design prototype, Develop Generative Design Tool, Leadership team update - Test: Digital team review, execution and evaluation - Analysis: Iteration, Review - Production: Writing

After BP - Implement digital self-serve technologies - Redefine R&R’s so they align with transformation goals

After BP - Multiple platforms to store data - Long lead time to adopt sales tools

After BP - Resistance from other teams

Current BP - Targeted omnichannel marketing - Leverage data to recommend relevant products to customers - Revise GTM strategy based on customers’ purchasing behaviour

Current BP - Modify standard operating procedures to include new tools - Integrate digital into existing ways of working

Current BP - Have the right digital-savvy leaders - Engage transformation specific roles - Empower people to drive and reinforce change

Participants - EJ AN / SD shareholder in APAC & KR incl.

Inhouse consultants + Digital Team

Inputs

Outputs

Short Term Outcomes

Medium Term Outcomes

Long Term Impact

New Value Creation by Digital Transformation The key of digital transformation should be based on supporting people (organizations) + customers (marketing and data) + procedures (building systems for digitalization) + digital tools (introduction of new tools at the company level) . The combination of digital marketing that increases market coverage and sales effectiveness requires less customer interaction with the enterprise, thus strengthening the value proposition of internal sales. Under the current circumstances, field operations also need a digital transition, and the experience of getting ahead of other competitors will be a competence. Analyze the changing factors of the digital environment, such as markets, technologies, and customers, to establish long-term corporate vision and strategic direction.Understanding their internalized core competencies should drive digital strategies to enhance customer experience and redesign business models to create new ecosystems. From the perspective of digital transformation in traditional enterprises, the attempt to digitize into the entire organization itself by leveraging existing people and organizations.

13

Mo

D

Cre ativ i

Wit

de

i Fa

iza tio

n

sty

xim

s es eful

pos

Pur

Ma

ln

ce

Realist who pursues ideals

fu

lan

th

Ba

ncy iste s ility n Responsib Co

ty

ev el op m

en t

Hwang, Jungae

Ap

Optimistic

d ne pe

n

Thoug htfuln ess joy

O

tio cia

pre

nt

me

fill Ful

En

My strength as a ‘Maximizer’ has helped me grow continuously and develop my ability to utilize in various fields. I always enjoy fulfilling the best to meet to the expectations of everything given.

I was also deeply satisfied with creative results in the process of achieving my goals. In order to fulfill my role and responsibilities, I need to accept changes I cannot control and improve so that I can be consistent in my work. Through achievement and adverse experience, I could learn that I should be more flexible and adaptable in unexpected situations. While being flexible, I should continue being modest and thoughtful to others. This is the core of the experience I have learned, and I appreciate it. As I mentioned, I always try to do my best to meet the expectations of everything given and think it is important to maintain consistency. I have a basic belief that never changes.

I value myself and others’ responsibilities and attitudes. As the leader, embracing change optimistically is valuable in supporting both the organization and my team members throughout the change process. My professional value is to expect working every day, add value, achieve excellence, and achieve a balance between work and my life.

14

Business Project

Optimal Space Utilization Sm

y enc t s i ns

art

Off

ice

ity

ns

bil

po

na sta i Su

Re s

ity

ss

tfulne

Thoug h

y on

il Reliab

l

rm

Optimal Space Utilization

efu

Ha

os

rp

Pu

ibi lity

Co

g

Flexibility

io at ov

Sh

n

Fun

ar

in

Agile

n

In

본 연구를 통해 대표적으로 유연성을 확보한 형태인 공유오피스 및 스마트오피스에 대한 문헌 고찰과 스마트워크 프로그램을 선도적으로 시행하고 있는 기업의 선행 사례 연구를 통해 기업내 혁신적인 사무실 공간 활용에 대한 다양한 연구 가능성을 제시하고, 향후 기업들에 적 합한 사무실 공간 운영에 대한 의사결정에 도움이 되고자 한다. 또한, 포스트 코로나 사무실로의 준비를 위한 사무실 유휴 공간의 부가가치 창출과 사무실의 효율적인 공간 활용의 전략을 제시함으로써 급변하는 외부 환경 변화의 단계에서 기업이 지속가능한 최적의 사무실 공간 모델을 설정하는데 기여하고, 사무실 공간구조를 유연하고 선택적으로 적용할 수 있도록 하여 효율적인 공간 운영에 대한 발전적인 변화를 모색하려는 것이 본 연구의 궁극적인 목적이다. 창업초기 단계기업의 경우, 처음부터 스마트워크 방식으로 시작하면서 사업의 목표를 지원 할 수 있는 공유오피스 공간을 적극적으로 활용하여 성장 초기의 제한 요소를 보완하여 비즈니스 성장에 집중해야 한다. 향후 성장시기에는 해당기업의 독립공간의 비율을 높이더라도 공유좌석제, 공유공간에 대한 활용도를 지속적으로 유지해 나가는 것이 중요하다. 창업초기 단 계 및 성장 단계의 기업은 조직, 제도를 적용해 나가면서 문화를 구축해 나갈 수 있다는 점에서 구성원들이 변화에 긍정적으로 적응할 수 있 으므로 시작단계부터 혁신적인 제도의 도입과 실행이 필요하다. 성장 및 안정단계의 기업인 경우, 사례기업과 같이 기업내 스마트오피스와 같은 활동기반형 업무환경의 유연한 업무공간 구축을 통해 효율적이고 유연한 공간을 구축하여, 업무환경과 일하는 방식이 조화를 이루는 스마트워크로의 근본적 변화를 통해 급변하는 환경에 애자일(Agile) 문화로 대처할 수 있다. 이를 위해, 구성원들과 변화의 필요성에 대해 끊 임없는 소통을 통해 문화로 정착시키는 노력을 통해 인내심을 갖고 추진해야 성공적으로 변화할 수 있을 것이다.

15

Sm

cy ten s i s Con

art

Off

ice

bil ity

po

Su sta ina

Re s

ss

tfulne

ility Reliab

Thoug h

Optimal Space Utilization

ful

y on rm Ha

se

ns

o rp

Pu

ibi lity

Programmatic Concept Wheel

g

Flexibility

Sh

n

tio va o n

Fun

ar

in

Agile

In

HR po - Sma licy rt wor k

Em

po we rm

ent

Eff

Workspace

e

bl

i ex

Fl

t

en

ici

16

Ac tiv wo ity-b rks ase pa ce d

ay w w ing ility tab ne k oun e or Acc Th f w o

Innovative Workspace Utilization

ple

o Pe

& ity ers ence v nt i D erg Transpare v n o c C ma hange nag em ent Cu ltu Im re su pa rv ct ey

Executive (Design) Concept Wheel

re

Sha Showcasing company brand & technology

Overview of Business Poroject with Logic Model

After BP - Implement digital self-serve technologies - Redefine R&R’s so they align with transformation goals

After BP - Interview with more than ten major companies operating innovative workspace for case analysis

After BP - Research for more than ten major companies operating innovative workspace

After BP - Find and propose success factors for more than 10 major companies operating innovative workspace.

Current BP - Research literatures, materials - Ideate innovative workspace design

Current BP - Proposals for companies to make decisions about suitable office space operations in the future.

Current BP - Implement the proposed innovative workspace model when a company opens or renovates the office.

Medium Term Outcomes

Long Term Impact

Participants - FS&RE team members, HR

Current BP - Previous researches on innovative workspaces, smart office, shared office, smart work

Inputs

Current BP - Define: Review and search literatures, materials - Define: Market research for candidates - Interview with target company for case analysis - Analysis and review - Ideate + process design - Analysis: Iteration, review - Production: writing

Outputs

Short Term Outcomes

Innovative Workspace Utilization for Companies: Smart Office for Efficient Space Utilization This study will be conducted from August 2020 to December 2020. The research consist of seven steps. First, literatures and materials will be reviewed in previous studies on innovative workspaces, smart office, shared office, smart work. Previous researches will be collected from DBpia, KISS, and Google. Second, market research will be conducted to define candidate among leading companies that are well known to lead innovative workspace. Third, interview will be conducted with the target company for case analysis. Forth, based on the collected data, analysis and review will be made to set parameters for innovative workspace utilization. Fifth, it’s about designing innovative workspace. Sixth, analyze the collected review to finalize innovative workspace design model. Finally, all processes and outcomes are published in journal. As a result, this research produces a research literatures and materials, ideation innovative workspace design. The produced outcomes are the basis of the proposals for companies to make decisions about suitable office space operations in the future. Consequently, the research is going to be an initiative to implement the proposed innovative workspace model when a company opens or renovates the office. The innovative workspace utilization case analyzed and proposed here is based on a case study by a company well known for leading smart office. Therefore, there are limitations in addressing common success factors in how more than 10 major companies operating innovative workplaces are efficiently utilizing their workspace.

However, this is an interesting and worthwhile topic to study, and this study will contributes to the activation of more diverse fields of research on the use of workspace that can be flexibly prepared in a rapidly changing environment.

17

Jo, Eunjin y

iste

t ili

b

ia

ss lne hfu

ibi

ns

Responsible working mother

lity

Fa it

y

po

cit

pa

s Re

nce

Dilige

Hones ty

ncy Ca

l Re

Con s

Love

ity

Tr u

os er

st

en

Understanding

G

I grew up in a relatively poor family, but my mother gave me lots of love and support consistently.

So I could go to the college that most Korean students want to go. After graduation, I experienced lots of failure to pass a exam, but I tried my best to endure the hard situation. I married with a faithful and honest man whom I can trust, and tried very hard to have a baby for several years.

And finally, I gave birth a pretty girl. Currently, I try to be responsible in my company work, doing things myself even though I am a deputy director, try to understand younger generation.

18

Business Project

Und

ers tan

din

g

rm

Ha

lness

Faithf u

n

Supporting Successful Global market entry of Korean Startups

o ati or

ab

y on

ll Co

n f- tio bility l a Se in Flexi Outstanding m er t Pa de ssi Cr on ea tiv Id ity ea l

is tic

Supporting successful Global market entry of Korean Startups

Purposeful

O

bj

ec

tiv e

cy

en ist

s

Diligence

n Co

해외진출에 성공한 스타트업 사례를 통해 볼 때, 우리 스타트업의 글로벌 경쟁력 강화를 위해서는 혁신적 제품/서비스를 열정적으로 소개할 기회를 많이 제공하는 등 글로벌 기업과 협업 프로그램에 참여할 기회를 갖게할 필요가 있다. 이를 통해 자금 지원뿐 아니라 주최 기관과 노 하우 및 네트워크 공유 등 협업 기회가 생기기 때문이다. 또한 크라우드 펀딩 플랫폼과의 협업 기회도 확대하여, 자금모집 및 현지 시장의 검 증을 받아야 한다.

19

Und

ers tan

din

g y on rm Ha

lness

Purposeful

O

bj

ec

tiv e

n

N e w Op two ith po r sp rtu king ec ni ia ty lis ts

ion rat

o ab

Process Se

ttin g glo to en a goa ba t l l m er ark et

in

ion rat nt t rpo shme arke o C bli m e s a t es urpo p the

g with Meetin panies n l com Globa en innovatio g op pursuin

ll Co

Factors of successful Global market entry of Korean Startups

ring nto Me

en ist

s

startups Event for loc Suppo al g ov’ rt pro g t/ve ntu ram o f re i inf nve or sto a rs ma go ho tio od w t n pr o m es a en ke ta tio

Executive (Design) Concept Wheel

cy

n Co

Diligence

20

Faithf u

n

Supporting Successful Global market entry of Korean Startups

o ati or

b lla Co

n f- tio bility l a Se in Flexi Outstanding m er t Pa de ssi Cr on ea tiv Id ity e

al is tic

Programmatic Concept Wheel

Overview of Business Poroject with Logic Model

Current BP - 인터뷰�실시 주요�기업�관계자 - 혁신제품/스타트업�전시회 등�직접�참가/참관

Inputs

Current BP - 인터뷰�결과�정리 - 전시회�등 행사�참가�경로�정리

Outputs

Current BP - 현지�수요�파악

Short Term Outcomes

Current BP - 수요에�맞는�제품�개발

Medium Term Outcomes

Long Term Impact

Case Study on the Success Factor of Korean Startup’s Global Market Entry 새로운 고용창출과 혁신 성장의 동력으로 스타트업의 중요성이 강조되면서, 세계 각국은 스타트업 육성에 힘쓰고 있다. 특히 최근에는 스 타트업의 지속가능한 성장을 위하여 스케일업을 통한 안정적 지원에도 주력하고 있다. 우리나라 정부도 2020년부터 스케일업을 위한 ‘K-유 니콘 프로젝트’를 본격적으로 추진하고 있다. 스타트업 활성화 정책의 결과, 2019년 신설법인 수는 역대 최고치인 10만8,874개를 기록하 였으며, 벤처 투자액은 전년 대비 25% 증가한 4조2,777억원에 달하였다. 그러나 창업기업의 5년 생존율은 29.2%로 독일(41.0%), 프랑스 (52.2%) 등 주요국보다 훨씬 낮은 수준이다. 또한 유니콘 기업은 2020년 7월 기준 총 10개로, 2019년 신설 법인 수의 0.01%에 불과하다. 우 리나라 스타트업이 안정적으로 성장하여 유니콘 기업이 되기 위해서는 혁신적 제품이 수익을 창출할 수 있을 만큼의 큰 시장이 필요하다. 그러나 우리나라는 협소한 내수시장의 한계 때문에 스타트업의 스케일업을 위해서는 자금 지원뿐 아니라, 제품 양산 이후 수익창출을 위해 서는 해외시장 진출이 필수적이다. 해외진출에 성공한 스타트업 사례를 통해 볼 때, 우리 스타트업의 글로벌 경쟁력 강화를 위해서는 우선 스타트업이 필요로 하는 현지 시장정보 제공을 확대할 필요가 있다. 또한 글로벌 기업과 협업 프로그램에 참여할 기회를 많이 제공할 필요 가 있다. 프로그램에 선정되면, 자금 지원뿐 아니라 주최 기관과 노하우 및 네트워크 공유 등 협업 기회가 생기기 때문이다. 또한 크라우드 펀딩 플랫폼과의 협업 기회도 확대하여, 자금모집 및 현지 시장의 검증을 받아야 한다. 마지막으로 현지 거점 설립에 대한 지원을 통해 해외 진출에 따른 자금 및 시간 측면에서의 부담을 최소화할 필요가 있다.

21

et er m

dr alGo

line Dis

ble

P or eop ie le nt ed

a Reli

People -oriented Activist

s

cip

nu in kin ely d

m ar g W arin -c

ive

n

Mo

D

Ge

ibe

Enthusiast

tial

e-v itiv

d

Influen

s Po

ic

tiva ted

in

ed

Kim, Amy Boram

Rapport

Skilled communication

n- d e p O nde i m

I do consider myself as a kind of person who is self-motivated and highly engaged with determined goals. As an invaluable contributor to the organization further to the community where I’m belonging to, who demonstrates a high level of confidence with infectious and positive attitude towards tasks and long-term project objectives. This has been enabled with the empowerment given, that I believe involvement and recognition generate positive energy and increase ownership of individual contributors. This will be an important factor to greater accountability, as what makes us more trustworthy as people can trust. My business project aims to understand deeply about the driving factors of employee engagement based on human nature for motivation. With far more open-minded about the employee engagement result, would like to boost high self-esteem for each and everyone in field. To enable to do so, working together across different cultures may help in driving our creative energy (creativity) and recognising opportunities and develop new and innovative solutions for better improvement (flexibility).

22

Business Project

Employee Engagement -de

ten In Mo trin tiv sic ati on

Ps En yc vi ho ro so nm ci en al t

Co mp e

Understanding

Comp any & Cul Mgmt ture rship Leade ion at t c e Exp

Norma tive

Employee Engagement

e nc

ua

tin

ng

tive

al on ati nt niz itme ga Or omm C

Meani

Aff ec

n Co

cy

f Sel ation in term

ng ki ion r o t W ndi Co

Employee Engagement that is the engagement of members of an organization, is closely related to corporate profits and productivity. However, there are still many cases where the importance of employee engagement is not clearly determined, but overlooked by simply interpreting employee engagement as a similar meaning to Employee Satisfaction. Despite the importance of employee engagement to organizational performance, corporate executives’ efforts to manage and to improve appear to be insufficient yet. In addition, as the times goes by, individual’s needs and desires are constantly changing depending on the situation, and there are various factors that influence commitment of members of an organization. Commitment meant that members make their own efforts to improve the performance of the organization, and the immersion fator can be seen as a driving force that members voluntarily and passionately devote themselves to work and ultimately contribute to the improvement of organizational performance. Therefore, the HR will function as strategic partner for the business, while improving organizational performance. When it comes to contributing, inducing engagement can be seen as one of the biggest challenges.

From the perspective above, we shall need more of deliberation that is looking into the determinants of employee engagement, that can provide helpfulness and invaluable resource to each and every members in organization where they belong.

23

in

ed

Programmatic Concept Wheel

Influen

et er D

Ge

nu in kin ely d

alGo

ibe

a Reli

s

People -oriented Activist

Dis

ble

cip

m ar g W arin -c

e-v itiv

dr ive n

s Po

d line ic Enthusiast Mo

tiva ted

m

tial

Rapport

P or eop ie le nt ed

Skilled communication

Executive (Design) Concept Wheel -de

ten In Mo trin tiv sic ati on

Ps En yc vi ho ro so nm ci en al t

pe Co m

Understanding

Comp any & Cul Mgmt ture rship Leade ion at t c Expe

ng n ki or itio W nd Co

Norma tive

Employee Engagement

ce an

u tin

ng

tive

al on ati nt niz itme ga Or omm C

Meani

Aff ec

n Co

cy

f Sel ation in term

24

npe ded O n i m

Overview of Business Poroject with Logic Model After BP - Raw data table of Engagement Survey

After BP - Quantitative Research by missing raw data (*due to confidential clause, GDPA)

After BP - Quantitative Research based on raw data (*due to agreement on confidentiality clause and guaranteed anonymity, GDPA)

After BP - Follow-up Research - Case Studies in detail (*Business Confidentiality)

After BP - Application of findings into Employee Engagement initiatives activities (*Due to COVID-19 situation and budget straints)

Current BP - November 2020 ~ ongoing - Researches in Employee Engagement, related theoretical background, references in each areas, Case Studies - Organization/Academical Support (WSM/aSSIST) - Partners (VA - Specialized in EE survey) - Technology (Employee Experience Solution)

Current BP - Theoretical Background / Reference Check - Internal Discussion with Engagement Survey Project Team - Discussion on Survey Concept / Survey Questions / Employee Experiences - Facilitation/Execution of Employee Engagement Survey - Follow-up (Survey Review / AIM process Facilitation) - Analysis of Result - Follow-up Research & Writing

Current BP - Business Papers /Articles Completion

Current BP - AIM process - Analyse results - Identify focus areas - Make a difference (*Action Pilot Proposal)

Current BP - Developing and Sustaining high level of Employee Engagement

Participants - Local HRs - Global HRs - Partner (VA)

Inputs

Outputs

Short Term Outcomes

Medium Term Outcomes

Long Term Impact

An Analysis on Determinants of Employee Engagement: A Case Study of a Multinational Company in Korea This project has been started by a local HR to analyze determinants of Employee Engagement throughout a case study of a multinational company in Korea. It includes discussion of the concept of employee engagement, its importance to business success, drivers of employee engagement, the roles of of both HR and management in engaging employee, the design of employee-engagement initiatives, and the measurement of engagement through employee surveys and other communication. For the study, theoretical background check and researches of papers in Employee Engagement, has been preceded prior to BP, whilst internal discussion is carried on to design engagement survey itself. In-house Employee Engagement Survey Project Team from Global HR and its partner company specialized in Employee Experience Solution has been in collaboration during the project to provide organizational support. Based on generated survey result after the facilitation, AIM process is taken to review and finalize the papers. This study can be used in general business environment as reference, however, we shall still remember that the norm for engagement varies widely from country to country, making it critical to consult data on national norms to interpret employee surveys correctly And its application to each company may vary one to another due to various reason.

25

Kim, Taehoon ng

ndi

ta uts

Vo l

un

O

te e

tiv e

rw or

ity

g n standi Under

lness

ce

en

Cr ea tiv

Ob

lig

Di

u Faithf

jec

k

Fr

Harmony

ie

e er c n

nd

sh

Si

ip Honesty

Colleagues told us that I have a tolerance within my work. Not only that, I am dilligent enough to take it for granted to devote my own time to work. Also when collaborating with other colleagues, harmonize is the most important tenet for me. To achieve harmony well, needs understanding each other. I have this virtue in my mind. Lastly, I am a product manager in business unit. I always think about creativities for new business development.

26

Business Project

QOL improvement for Colorectal patients in Korea

Un

de

tic lis

rs ta

ea

nd

ma tiv e Inf or

g

ity

il Reliab

lp

Convic t

in

He

ion

Id

Motivation

Currently, There are about 30,000 stoma patients in Korea. These patients are handicapped due to colorectal surgery to amputate cancer part from intestine. And in order to be able to live daily life, they must always applied stoma product (pouch and plate) that receives stool through their artificial anus (Stoma). Currently in Korea, the insurance for this products are covered only 4 pieces per week. But for a better QOL of patients, a larger amounts of product insurance cover must be expanded up to 7 pieces per week. Through this project, Device company can increase their sales and patient can get their good QOL with reimbursement coverage as well.

27

Programmatic Concept Wheel

Un

de

tic lis

rs ta

a de

nd

in

ion Convic t

g ility Reliab

lp He

Inf or ma tiv e

I

Motivation

Executive (Design) Concept Wheel t

Patient engagement

28

Survey result

E QO urop L a ean rti cle

Co n op se in nsu io s n y or vis g Ad eetin m

Survey result

en m e R rs EU bu in im e Re cas

Overview of Business Poroject with Logic Model

After BP - Develop article for QOL

After BP - Develop the article

After BP - Survey

After BP - Develop article

After BP - Announce at societies

Current BP - Organize Advisory board members

Current BP - Conduct survey

Current BP - Publish in media (News paper, SNS)

Participants - HCPs

Current BP - Survey and result spread to community and society

Current BP - Conduct survey and consolidate the result and spread out Participants - Patient society, HCPs

Inputs

Outputs

Short Term Outcomes

Medium Term Outcomes

Long Term Impact

QOL improvement for Colorectal patients in Korea 2014년도 장루 환자에 대한 제품의 보험이 확대 되었다. 현행 주 4개로 보험이 확대 되었으나 여전히 환자들은 제품의 보 험 확대가 필요한 상황이다. 특히 90프로 이상의 수술 케이스가 회장루 (배변량이 많은) 가 차지하고 있는 한국의 상황에서 보험 확대는 더욱더 요원한 상황이다. 이와 관련하여 대한 장루장애인 협회를 통해 환우들의 의견을 모으고 이에 대한 결 과를 미디어에 게재함으로써 장루 보험에 대한 인지를 확대하고 그 필요성에 대해 촉구할 예정이다. 추가적으로 환자 삶의 질에 대한 설문은 EORTC QLQ C30을 참고 하였다.

29

Koh, Youngsang rcy

Me

Si

n Pa ssi o

ity

Love

Appreciation

ty Modes

tiv ea Cr

Re s

pe

ct

nc er e

Flexibility

Co l

y on

lo

ba tio

rm

Ha

n Comfortable

When I work, I work with passion. My job is as a marketer, so I mainly do creative work. So, when I work, I always draw out a harmonious opinion with a flexible attitude. I cannot do it alone, and you always collaborate with other teams. At the same time, I always try to be comfortable and work.

When the project is over, friendships with them arise. At the same time, it conveys the familiarity of working together next time.

30

Business Project

lusi

ty ili

on

b

ia

’s nd Br ea

ds

Refere nce

Patien ce

ist

n Tre

ial

ec

Sp

l Re

Con c

Strategy De

ep

ly

ity

v ati e r C

While working on a business project, I learned a lot about consumption trends. I got to know more deeply than I normally know. Among them, the data of many experts were referenced. I think this work is also creative. I wanted to finish it quickly, but I couldn’t finish it quickly. I am working on a delicate business project. In this process, I came to understand the trend.

31

Programmatic Concept Wheel

Con c

lusi

ty ili

on

b

ia

nd

ds

Br ea

Patien ce

t lis cia

n Tre

’s

e Sp

l Re

Refere nce

Strategy De

ity

v ati e r C

ep

ly

lit bi

Conclu s

Re l

ia

ion

Se

nsi

ce eren Ref

d’s Br ea n

ity Flow

32

te ra u c Ac

Cr ea tiv

ly

ist

Strategy Deep

l ia

Brand strategy for polarization of consumption

tiv e

ec Sp

ds

n Tre

e nc e i head t ep aM Pa e one st ark B et u

nd

er

sta n

din

g

y

Executive (Design) Concept Wheel

Overview of Business Poroject with Logic Model

After BP - It is unknown how the brand's strategy is currently underway.

Current BP - Background to the change in consumption patterns - Analysis of consumption patterns of Korean consumers - Why should each brand have a different strategy?

- Investigating the branding strategy of low-cost brands - Investigating the branding strategy of high-end brands - Strategic examples of each brand

Inputs

Current BP - Analysis of consumption patterns of Korean consumers - Background to the change in consumption patterns - Why should each brand have a different strategy?

- Investigating the branding strategy of each brands

Current BP - Establish a hypothesis that consumption patterns are changing.

- Understanding the strategies of high-end and low-end brands

Current BP - Check if the hypothesis you set is correct - Review each brand's strategy

Current BP - Collection of evidence and data for which hypothesis is established - Survey to investigate consumer patterns

Medium Term Outcomes

Long Term Impact

Participants - Interview of each brand manager - Survey participants

Outputs

Short Term Outcomes

Brand strategy for polarization of consumption This project is a project to study the strategies of high-priced brands and low-priced brands while studying consumer consumption patterns. First, why is the consumer’s consumption pattern? We will see if that has changed, and if consumer spending patterns have changed, we will investigate why. We hypothesized that consumer consumption patterns became polarized. You buy expensive things, but the other thing you have is buying cheap things. For example, while buying expensive brand bags such as Gucci and Louis Vuitton, underwear and socks are very cheap brands. We will conduct a survey based on these examples. Results will be derived based on the survey data. The content of the survey is ‘Why do you buy expensive items’ and ‘If you buy, what kind of items do you buy? We are going to do a survey with this content. We plan to interview the branding strategies of high-priced and low-cost brand managers and investigate whether the strategies are working well.

And based on this result, we will suggest what strategies to brand with high-priced brands and what strategies to brand with low-cost brands.

33

Lee, Jinyoung Und

ers tan

din

n

n tiv ati o Mo

ess

y on

rm

ct

pe

Ha

Oval

ce

Tolera n

Kindn

g s Re

io ss a P

Creativity Re so

ss

ne

lut

ion

ul htf

ug

o Th

I’d like to write my work life and experience to this essay. At the beginning of my work life, I met some of bad persons in the beginner’s viewpoint myself. There are some common characteristics that are strict to other people’s opinions even it’s great ideas, didn’t respect team members comments and it makes low quality of result and efficiency. After that, I’m still trying to do opposite ways to my work place. And it’s helpful for my work life successfully. 2020, we get award of great team in AMEA region because of this lessons. We respect each other for an example, when we have discuss something, then there is no title on the discussion table. All members are flat position and it supports to make creativity in the meeting. Also, during that meeting and discussion, we can easy to understand each other. If someone hopes to lead idea, we give that responsibility and authority of the works to do it. I believe it makes motivation to the team members.

34

Business Project

Collaborate in flexibility to make stabilization y

est

gh

Collaborate in flexibility to make stabilization

edge

Co ll

ab

or ati o

n

t

Knowl

rts

si

le

Suppo

In

ab St

Pa tie

nc e

Hon

Flexibility Ex cel le

nce

y

ilit

b nsi

o

sp Re

Biopharmaceuticals industry have contributed to high economic growth since 2000, however, this success story should have raw material suppliers. This study aims to what is the key factor for making biopharmaceutical’s infrastructure through SCM strategy which analysis of factors from various domestic and international industrial groups. In particular, current state of the pharmaceutical industry has unpredictable raw material requirements and, it is a natural phenomenon caused by clinical experiments, and unstable project conditions. As a result, the raw material suppliers couldn’t support well. In spite of the fact that various theories have been applied and implemented in order to resolve this, they are experiencing difficulties in a stable supply. Although the government and companies are increasingly investing in bio business development and its one of Korea’s new growth engines. But their infrastructure can’t support well. This study is focusing on short-term plans through continuous inventory replenishment management, supplier-led inventory replenishment management, joint inventory management, and predictive replenishment management techniques. In addition, in the chemical industry group that is most closely related to the theme, we would like to check which factors are the key elements of SCM for chemical industry. I hope this research is contributed to make business success case in Biopharmaceutical industry’s infrastructure organization by interpreting with other industries SCM success factors.

35

Programmatic Concept Wheel

y est

In

si

gh

le

Co lla b

ab St

or ati o

n

t

rts

edge

Collaborate in flexibility to make stabilization

Suppo

Knowl

Pa tie

nc e

Hon

Flexibility Ex cel le

nce

Executive (Design) Concept Wheel

ity

bil

si on

sp Re

s ces

Pro

Re fe re n

Sy ste m

ation Integr

h

Reflecting current Technology with system development

Development Im

pro vem

en

36

n

tio

t

ecu Ex

rc Resea

gy

olo

n ch Te

Inv es tm

en

t

ce

Overview of Business Poroject with Logic Model After BP - Annual financial report about targeted companies - Recent general and meeting with related staff

After BP - The sectors improvement and success cases impact to financial status (-limitation of time to analysis annual financial report) - Analysis of investment cost to improve cost - Necessary of Bio-Pharm infrastructure specifically because it has short history relaventely other industries

After BP - The sectors improvement and success cases impact to financial status (-limitation of time to analysis annual financial report)

After BP - Analysis of investment cost to improve cost

After BP - Necessary of Bio-Pharm infrastructure specifically because it has short history relaventely other industries

Current BP - Segmentation of sectors about industry - Access thesis and literature

Current BP - Analysis of past success story and factors - Easy to understand situation due to past experienced story (History)

Current BP - Necessary of infrastructure for each sectors

Participants - Financial report (Published) with specific period - Recent general and related company approaching Current BP - Research of various industries reference - Flow of work process with each industries - Advice from expertise (Prof.)

- International trend of SCM strategy - Literatures - Thesis - SCM Technology - EDI, VMI, ERP etc/.

Inputs

Current BP - Searching for various industries - Selection of industry sectors - Categorize company as industry - Analysis of industries key factors - Summarize, review and proposal

Outputs

Short Term Outcomes

Medium Term Outcomes

Long Term Impact

A Study of SCM Strategies for Biopharmaceutical Companies: Through Benchmarks in Different Industrial Sectors Biopharmaceuticals industry have contributed to high economic growth since 2000, however, this success story should have raw material suppliers. This study aims to what is the key factor for making biopharmaceutical’s infrastructure through SCM strategy which analysis of factors from various domestic and international industrial groups. In particular, current state of the pharmaceutical industry has unpredictable raw material requirements and, it is a natural phenomenon caused by clinical experiments, and unstable project conditions. As a result, the raw material suppliers couldn’t support well. In spite of the fact that various theories have been applied and implemented in order to resolve this, they are experiencing difficulties in a stable supply. Although the government and companies are increasingly investing in bio business development and its one of Korea’s new growth engines.

But their infrastructure can’t support well. This study is focusing on short-term plans through continuous inventory replenishment management, supplier-led inventory replenishment management, joint inventory management, and predictive replenishment management techniques by conducting researching of various industries references. During this process, it will be setted segmentation of industries sectors and categorized. In the analysis part, the key factors will summarize with each industries categories and propose what is the important factors for the Bio pharma manufacturing and optimal SCM work procedure.

37

Lee, Kyungho ity

Hu

iv at e Cr

ion lut

g

So ek

tio

bu

on

n

Se

Thinki n

tri

Joy & Pleasure

ti Activa

n Co

Logica l

st le

Collaboration Re sp

ect

n

o ati

ci pre

Ap

I appreciate people around me. Business cannot be done alone. Cooperation is a key. Even small contribution is still key to success. In order to make people do their best, I show respect to them.

Then they perform outstandingly. Some people use their creativity as well. But creativity is not for all people. Some selected people can show creativity with courage. So leader should encourage their people to do trial in their way. With this encouragement, people can do conviction purposefully. This process would give pleasure to those people.

38

Business Project

Effect of Artificial Intelligence to medical device industry e ctiv

Cou rag e

n or ati o

ne Fa ir

ab

n

Co ll

t

en

o ati ov

Inn

pm

lo ve De

ss

je Ob

t c Respe

vity

Creati

Humanity

Regulatory Sa

fet y

y ath

p Em

Introducing AI skills to medical device industry was quite challenging task especially at the very beginning. But scientists did it with courage. People should respect them. Although only diagnostic part adopt AI skills now, there will be broader field using AI skills in medical device industry.

Innovation will be made in near future. Accomplishment can be made when scientists get insight for technology. Their contribution should be honored by businessmen. Businessmen should have empathy when they making much more money than scientists by using technology created by a scientists.

39

Executive (Design) Concept Wheel ion vat o n In

Re g

ul

at or

y

Te de chn ve olo lop g me y nt

KPI for AI intro. to medical device

r nabilit Sustai

lity Specia

af

fa i

f r o ty tte bili Ma onsi p res

Cr ea tiv ity

y

Stability y ath p m

Sa

fet y

E

Exploring the possibility of using Artificial Intelligence in medical device This research has started from business project of MBA course attended. After checking several factors, I decided this can be go to business with actual investment. This would start with $1,000,000 for initial funding with partnership GEMENS. Since AI developing speed is fast and medical device can adopt it for saving medical cost and upgrading current models, there should be enough market for this development.

Initial members for this business would be consisted of medical doctor, AI researcher, medical device engineer, RA manger, Finance manager, and Business development, director. Since this is start up business, the possibility for success is quite unpredictable. But I believe this is something worth to try with huge potential market. Business development would have 8 following phase. Each phase might be critical for success of this project. So all of these be handled with extra care. First, field Research. interview, observation, semi-constructed discussion at related department in hospitals would be performed. This is initial action for project. Second, analysis of competitors’ products, literature Review, internal discussion, check how AI is used in other industries would be performed. This phase is to find out right market to enter in.

Third, basic model design, establish direction for initial product would be performed. Forth, establish model design with semi-final product design would be done. After this, I will have a good picture of this project. Fifth, check product design with medical doctor in aspect of usability and stableness need to be done. Since this product has to be used through medical doctors, it is important steps to check before final production. Sixth, production of initial model and perform steps of testing with accuracy needs to be performed. Since medical device is related to human health, this is critical to make sure peoples’ health.

Seventh, check if it can be registered to CE & FDA and list up necessary documents would be performed.

Without registration at FDA /CE, it is difficult to make money from this project. So this phase should be carefully managed as well. Eighth, analysis to do test in order to get necessary documents need to be performed. In addition to this, we can also get idea of marketing plan with result from this test. Aging population is exceeding young age population in many countries including South KOREA. And medical cost is sharply increasing as well. So the social problem of medical cost for aging population is now a big issue. At the same time, artificial intelligent field is developing fast. This has unlimited capabilities to do. So we should use this AI skills to medical device actively. And it can help human to reduce medical cost with upgrading medical service. In near future, we can even expect to get a surgery from robot programmed with AI skills. And I think my project can be early-age trials of this big change.

40

Overview of Business Poroject with Logic Model After BP - Money sourcing - Co-development with GEMENS - Professors at university hospitals participate as volunteer - Field trial before FDA/CE registration

After BP - Check AI level measurement - Analysis of medical device industry which can be advanced throughout AI skill - Check FDA / CE register requirements - Prepare necessary documents by testing - Check test result and find a way to utilize for marketing purpose - Cost effect analysis - ROI + Break even point estimation

After BP - Check if major medical device firms are working on their projects with AI - Check how different our initial products against competitors’ developing products with AI

After BP - Possibility to success in the actual field - FDA / CE guideline change

After BP - Production cost in detail - Patent registration and preparation for copying models

Current BP - Generative design tool for AI medical device - Journal Articles related to AI based medical products - Prototype for initial development using AI

Current BP - Check if these products can be reistered in FDA and CE. Adjust developing direction to be able to register and used in most countries.

Current BP - Reducing medical cost for increasing old aged generation who have not enough savings for medical treatment - Support doctors with unlimited capability which AI could generate

Participants - CEO Executives, Marketing director, RA director, Investors, CFO, BANK, Fund raiser Current BP - Researchers in medical device, AI, medical practice - Institutional Research Board - January, 2021 - December, 2022 - $ 1,000,000 - Initial investment for fund raising - Development process - U.S. FDA / CE Guideline - GEMENS collaborate - Literature Review - PATENT management - Advice from related researchers - Literature - Generative Design - AI algorithm

Current BP - Field Research: Interview, Observation, Semi -constructed discussion at related department in hospitals - Analysis of competitors’ products, Literature Review, Internal discussion, check how AI is used in other industries - Basic model design : Establish direction for initial product - Establish model design : Semi-final product design - Check product design with medical doctor in aspect of usability and stableness - Production of initial model.

Perform steps of testing with accuracy.

- Check if it can be registered to CE & FDA. List up necessary documents.

- Analysis: To do test in order to get necessary documents Participants - AI researcher, medical device engineer, medical doctor, regulatory affair manager, financial director, fund raiser, business development, marketing specialist

Inputs

Outputs

Short Term Outcomes

Medium Term Outcomes

Long Term Impact

What is your plan after this MBA program?

그냥 기존 직장 다니면서 MBA에서 배운 것을 적용하여 체화 시키는 과정을 가져보려고 합니다.

I will apply and implement what I learned in the MBA while working in my existing job.

What problems did you encounter in this class internally and externally?

내부적으로는 디자인 경영이 처음이다 보니 이해를 잘 못해서 놓친 부분들이 있었고, 외부적으로는 연말이라 회사일이 바빠서 고생했습니다.

Internally, there were some things that I did not understand well because I was new to design management. Externally, it was difficult because the company had a lot of work at the end of the year.

How would you define the use of Design Management in practice?

디테일한 사업 혹은 프로젝트 계획을 수립할 때 사용해볼 수 있을 것 같습니다. 수업에서 했 듯이 원천적인 질문에서부터 시작해보면 체계가 잘 잡힐 것 같습니다.

I think design management can be used when making detailed business or project plans. As I did in class, I think the system will be well built by starting with the fundamental question.

What would you like to tell your instructor? 그룹 워크도 프로그램에 추가되면 좋을 것 같습니다.

It would be nice if group work was also added to the program.

41

Oh, Jungsok rco m

ind -m

le

Op

y

Reasonable Leader

lness

Thank fu

ilit

en

ab

pt

sed

xib Fle

a Ad

Unbia

e

de

si

n Co

Ove

n io t ra

Passion Co n

fid

t

en

en

ce

vem hie

Ac

I think I am quite open-minded. I believe that people can have different opinions or preference to other people depending on their background and experience. Therefore I always try to take others’ voice into consideration by asking their opinions before making a decision. Adaptability is a competence I am strong at. I quickly adjust myself into new situation and get close to new colleagues. I am also accountable to my work. I have been overcoming many obstacles to accomplish tasks. Colleagues believe I am dependable and appreciate my achievement. I am very passionate and confident in my job. I am also good at making people relaxed at work with a sense of humour.

42

Business Project

Digital Transformation Strategy in Elevator Service Business e bl

Ref le

ctiv ene

ss

a nd

e

ep

Trust

ma tiv e

sed

Inf or

Clear & informative BP

al

tic

Unbia

e

ac Pr

il Ag

D

Unambiguous

Un

ifo

rm

ity Definite

n

io

t ic

nv Co

My BP is to define the concept of Digital Transformation and review why it is necessary for business sustainable growth. To fulfil this purpose, I researched successful cases for DT in the manufacturing industry for practical approach, not just for theoretical study. With this research, I could identify that the successful company for DT has a definite purpose of the project and its management was very determined to make the project work and they were very agile to move to the next stage after implementation of DT stage by stage. I also researched how elevator companies adapt DT into their business, especially Service business. For dependable data, I checked each global Elevator’s homepage and to make it more informative I also referred to interviews regarding DT. While writing my BP, I have tried to be unbiased as I am working in one of researched Elevator companies and be reflective to pros and cons about DT to make this BP more objective.I also tried to make BP keep uniformity to show how DT can help Elevator Service business innovate its business process and eventually develop a new type of business model.

43

Programmatic Concept Wheel e bl

Ref le

ctiv ene

ss

a nd

e

ep

Inf or ma tiv e

sed Unbia

al tic ac Pr

Trust

Clear & informative BP

Unambiguous

Un

t ic

rm

nv Co

ity Definite

Executive (Design) Concept Wheel

Ben

chm

ark

al

n

tio

es ca s

Provide Practical Solution for DT in EL Business

olu

ls

Re al

t tes La ate d up

efu

Multip le cases

ing

Us

ci e ffi urc O o s re

Action plans

on

Definite purpose

Co n

n

io

ifo

si

ti ni

fi

st en

cy Strong introduction

44

ile Ag

D

Cl

ea

e rd

Overview of Business Poroject with Logic Model After BP - Researchers in Finance, Field managers, Computer science, Data engineers, Product managers - Field engineers - $1,000,000 - Cloud, Algorithm - Big data analysis - Business Consulting company

After BP - Cost effect analysis - ROI + Break even point estimation - Big data analysis (Elevator callback analysis, Part life cycle analysis) - Customer experience analysis

Current BP - 3 Service Marketing managers,3 Branch managers, - Korea Digital Transformation Institute - January, 2021 December, 2022 - $ 200,000 - Background of Digital Transformation - DT in Industrial 4.0 - Success cases of DT in manufacturing business - Elevator business value chain - Stakeholders in Elevator business - Usage of DT in Elevator Service business - Literature

Current BP - 1st Empathy: Literature review, Internal discussion - 1st Define: Field research, Semi-constructed discussion, Observation, Interview - 2nd Empathy: Interview, Monitoring, Internal discussion, - 2nd Define: Analysis, Review - Ideate + Process design - Test: User review, Economic Viability Evaluation - Analysis: Iteration, Review - Production: Writing

Inputs

After BP - Economic cost & benefit analysis - ROI analysis

After BP - Elevator operation data analysis - Customer experience analysis

After BP - New Service Business model

Current BP - 3 Articles - Process map - System design tool

Current BP - Digital tools for field work - Field efficiency improvement

Current BP - New Service product & offerings

Participants - Field supervisors - Business consultants

Participants - Manufacturing companies - CDO - Service Mechanics Outputs

Short Term Outcomes

Medium Term Outcomes

Long Term Impact

45

Park, Hayoung

e

ibl

Po s

ns

po

itiv e

s Re

Reliability

After giving birth, I think that my second life has been started which is totally different from before. I have learned endurance, real love and appreciated mind when I took care of my twins. And also naturally I became a dedicated and responsible mom who always consider my family first before making decisions. On the other hand, I still want to work on my job and accomplish the success in my career.

46

Business Project

Justice setting through collaboration

tiv e

tiv e

cy

Ob

jec

jec Ob

cy

ten sis

ten sis

n Co n Co

Motivation Tru st

ce

en

ig Dil

My Business Project is about AI (Artificial Intelligence). As we are working with AI, I see employees lose their job in real. So I want to know and understand how deep AI affects human’s job opportunities. I think I have responsibility as a team manager. I think BP should be objective especially in the data providing, and also unstandable. The first step to start BP is that makes justice about the AI. With the right justice, I can keep consistency and trustworthy.

47

Programmatic Concept Wheel

cti ve Ob je

Ob je

cti ve

cy

ce

en

ig Dil

Executive (Design) Concept Wheel

e

ibl

Po s

ns

po

itiv e

s Re

Reliability

48

cy

ten sis

Tru st

ten sis

n Co n Co

Motivation

Overview of Business Poroject with Logic Model

After BP - Find further changes in future.

- Difficult to predict or infer future changes about finance and business related jobs

After BP - More specific changes prediction with solid basis.

Current BP - Search data which is related to A.I. - Select survey which is related people’s thinking about the A.I. - Select the cases which A.I. is implemented - List up jobs related to Finance and Business - Search changes of each jobs

Current BP - Understood about A.I’ s definition, history, andvantage and disadvantage etc - Get the ‘Trend Monitor’ data - Tiktok, Giga zini, Amazon Go etc are the A.I implemented casese in our society - Found from recruit website.

Inputs

Outputs

After BP - Preparation about the job environment changes

Current BP - Establish guidelines of ethical issue

Short Term Outcomes

Current BP - Establish related law

Medium Term Outcomes

Current BP - Make consensus among government, corporate, educational institute and individuals

Long Term Impact

A Study on the Artificial Intelligence Society through Changes in Business and Finance related Jobs This study aim to understand the current and future society changes to prepare the changes as A.I. implementation. First of all, I need to understand about the A.I.. History, character, advantage and disadvantages etc. Already we are encounting A.I. technology in our life, for example, tiktok, gigazinie, amazon go and smart farm etc. So we can not avoid this changes and need to find how to accept this changes wisely. To understand deeply, I found the A.I’s limitation and disadvantages.

According to the survey, above 70% people worried about job decreasing and it became a real situation. Simple and repetitive works are replaced to A.I. robot. I listed business and finance related jobs from the Statistical Office and job search website. And described the jobs’ definition and current changes or future changes and also countermeasures if it is possible. Consequently, A.I technology is apparently good for people, but still there are many issues related to ethical or legal. So we need to establish guideline and regulation closely, and among government, corporate, educational institution and individuals need to make consensus to prepare this changes.

49

ty

Park, Jihye ib

ili

Pas s

ter Selfmi na ti de

al

Striver for satisfaction

lness

Faithf u

ion

joy

Rat

ge

En

en

on

all

Ch

Equality Aut ono

mo

us Re sp on s

ion

Un

Honesty

de

rs ta

st

nd

u Tr

in

g

Flexibility

About working with others. I hope to live and decide my routes by self-determination. Occasionally, I suffer between my personality and circumstance. Because I am quite obstinate, should need to understand others and try to think flexibly. In case that my instinct idea and situation are not matched, decision should be rationally by consider various aspects. I am working as a staff of enterprise and have to collaborate with others. The attitude what I want to emphasize is the responsibility when collaborate with others. Someone’s speaking and action could be affected strongly than thought. Problem could be occured when being ignore and unrevealed. I believe honesty is the best policy. However, I enjoy to work with people than alone. It is more powerful to achieve with them and meaningful.

50

Business Project

y

Sustainability with Core Competence or al it

Reliab il

M

ity

Co n

lity ibi ns po Re s

n tual

llec

Inte

l

side Con

io

efu

Sustainability with Core Competence

ut

os

ol

rp

s Re

Pu

on rati n Regulatio

Tru st

sis ten cy

Spontaneous

Co u

ss

e rn

ra g

ge

e Striver

Ea

About working with others. I hope to live and decide my routes by self-determination. Occasionally, I suffer between my personality and circumstance. Because I am quite obstinate, should need to understand others and try to think flexibly. In case that my instinct idea and situation are not matched, decision should be rationally by consider various aspects. I am working as a staff of enterprise and have to collaborate with others. The attitude what I want to emphasize is the responsibility when collaborate with others. Someone’s speaking and action could be affected strongly than thought. Problem could be occured when being ignore and unrevealed. I believe honesty is the best policy. However, I enjoy to work with people than alone. It is more powerful to achieve with them and meaningful.

51

ity

Programmatic Concept Wheel

Reliab il

M or al

ity

Co n

ibi lity ns

tual

llec

Re s

Inte

Spontaneous

ss

e rn

ra g

ge

e

Ea

Striver

M

ar

g

ke t

ne

ed

s

Introduction of active environmental management

Yo

n

sa

ck

Du

d In

jin Se

try us

KMC ang Y ungkw

Pl u

Successful examples of SMEs

Stars Tech

Eco ISO f r i en 140 d And ly prod 01 ucts proc g ess

Re g an ula d P tio oli ns cy

et

nin Positio rs ito

th

wi

do Inte me rna sti tio n c reg al a ula nd tio ns

n adi l lo nta uring e m t iron ufac Env f man ustry o d n i

e e ns mp co nc po of ete Res sis aly mp al An Co ent m re Co iron v En

Executive (Design) Concept Wheel

policy ment’s Govern port SMEs to sup

n

ful

po

se

io ut

o rp

Sustainability with Core Competence

Co u

52

l so Re

Pu

tion era d n i s Regulatio Con

Tru st

sis ten cy

Overview of Business Poroject with Logic Model After BP - Literatures

After BP - Research more literatures from statistical survey or study.

- Specify additional industry and examples - Search supplement cases for regulation or policy; forign cases

After BP - Numeric relations policy and non-effectiveness.

- Only appear survey from SMEs.

After BP - Represent examples - Summary of common factors through examples.

After BP - Strategic limitation; different criteria and factors for industry - Timely and realistic limitation; how to get investments from government or institutions.

Current BP - Literatures: Policy book and its analysis from Ministry of SMEs and Startups and Ministry of Environment - Survey questions and answers from SME’s current situations - Articles, interview and patents of examples - Literatures: Especially based on SY Choi and HY Bang (2011) for classifying ‘green leadership’ and ‘green value creation’

Current BP - Search policies from Ministry of SMEs and Startups and Ministry of Environment - Survey SMEs’ status for adopting EM - Select multiple alternative questions - Short answer questions - Select example SMEs - Among winning companies from prized by governments - 2 examples from industry in heavy environmetal load and another 2 examples from environmetal industry - Gathering resources of examples - Analyzing factors

Current BP - Provide current limitations to introduce and adopt SMEs’ EM activities.

Current BP - Analyze which factors can affect to enhance SMEs’ EM effectively and how it can be connected to their core competence.

Current BP - Inspire to SMEs how apply to their real circumstance.

Inputs

Outputs

Short Term Outcomes

Medium Term Outcomes

Long Term Impact

A Study for Improving Environmental Responsibility Management of SMEs in Korean Manufacturing: Focus on Approach for Reinforcing Core Competence This study is for the introduction and effective application of active environmental management by small and medium-sized manufacturing companies in Korea. In particular, environmental management was considered as an approach that could be used as a strategic management tool to strengthen the core competencies of SMEs. First of all, this study summarized the regulations and SME support policies currently being implemented by the government, including the Ministry of Environment and the Ministry of SMEs and Startup. In addition, through a survey of current SMEs, the difficulties and limitations of environmental management are identified. Through this, it examines the relationship between government policies that are ineffective and the reality that it is difficult to introduce environmental management. Meanwhile, Companies is introduced that have successfully adopted environmental management even in difficult conditions. These were selected based on the companies that received the government’s environmental management awards. The domestic industry is based on the manufacturing industry, and its classification is diverse. Since the standards and circumstances required by various industries are different, this study analyzes the strategic approach by dividing into two categories, the environmental overload industry and the environmental industry, through examples of SMEs belonging to each category. These companies are categorized into ‘environmental leadership type’ and ‘environmental value creation type’, and the factors that can be applied to each type of industry and companies are examined.

53

Park, Sujin e sur

a Ple

Ki

nd

ne

on y rm

osity Gener

ss

tfulne

ct

Ha

pe

Peaceful Mediator

h Thoug

s Re

Lo ve

ss

Responsibility Ste a

din

ess

y

ilit

xib Fle

I am a person who values love and harmony, not just for myself but for others as well. To keep to these values that I hold dear, I always try to respect other people by showing thoughtfulness and kindness, and also try and be in the other person’s shoes and then being flexible accordingly. Ultimately, my goals is to lead a happy and joyful life, filled with love.

54

Business Project

A to Z Guidebook to entering the Vietnamses Education Service Market

D io n Ca ut

ce Sin r

nc e

ee

lp He

r Cou

e

Se l Obje f-dete ct r i m v e inis nt m

ibl

A to Z Guidebook to entering the Vietnamses Education Service Market

ete Comp re

ed Cr

y tes lness Thoughtfu Col lab ora tion

ge

n Pio

ili

Detailed Co n

sis ten

cy

ry ato

n pla

Ex

The business project aims to give a credible and consistent information on how an education company can expand into the Vietnamese market through the means of corporate establishment.

The case study project was carried out by myself. It was a pioneering project for my company, as it was the first time my company was expanding into an overseas market with a subsidiary. The whole effort was a collaboration with competent coworkers who paved the way for the success of the project. As it was a novel experience, it required a lot of self-determinism and diligent oversight to succeed. Even with these, the project still has some ways to go, which shows how such patience is required to complete such a project. I hope this business project can help offer others a sincere peek-in at how to approach and carryout such projects.

55

D Ca ut

Sin

nc e

He lp

e ibl

Se l Obje f-dete c r t i m v e inis tent m

ed Cr A to Z Guidebook to entering the Vietnamses Education Service Market

e Comp

e cer

er

y rtes lness Cou Thoughtfu Col lab ora tion

ge

ne

io n

ili

Pio

Programmatic Concept Wheel

Detailed Co n

sis ten

cy

ry ato

Ex

Executive (Design) Concept Wheel

ntry Cou ation rm info

ERC

IRC

rke t Ma

tion Educa System

on cati Edu vice Ser se n Lice

Guidebook for Market Expansion Into Vietnam

Product Me

an

56

so

fd

eliv ery

t

ten

n Co

f to en hm n lis tio nt tab ca me Es Edu lish tab Es

s es oc Pr

Cu ltu re

n pla

Overview of Business Poroject with Logic Model After BP - SJP, SYP, local personnel - Educational materials

After BP - Prepare and build a Vietnam specific curriculum for use in Vietnam - List up procedures in establishing the company - Develop a new business idea to incorporate into the working business

After BP - develop country specific curriculum

After BP - list up all necessary steps for future reference

After BP - find other ways to make the business more lucrative

Current BP - research and target an education market segment in Vietnam to expand into - research and find a partner law firm

Current BP - begin the process of establishing a company in Vietnam - Make a pitch to the senior management to gather the necessary financial support

Current BP - Hire personnel for the new company

Participants - Other education experts if necessary - Law firm Current BP - Internal corporate staff - 1~2 years - Approx. 3 billion KRW - Educational Curriculum - Building for the Education service - Law firm

Current BP - Research possible markets in Vietnam - Research how we’ll enter the market - Find suitable law firm to partner with - Carry out necessary processes to establish a corporation in Vietnam Participants - Law firm

Inputs

Outputs

Short Term Outcomes

Medium Term Outcomes

Long Term Impact

Case Study on Korean Education Company’s Expansion Process into the Vietnamese Market This study aims to help other Korean education companies in how to expand into the Vietnam market. The BP will contain necessary steps which overview the whole process. It will look into how the company can analyse both their products/services and the Vietnam market to come up with the specific target market they should focus on in Vietnam. Then it will go on to see how many different ways there are to enter the market, beginning with what forms of companies can be established and then look into other ways such as M&A. After that, the BP will go into detail on analysing the steps and documents necessary in case the reader wishes to enter the Vietnamese education market by the means of establishing a 100% foreign capital owned limited company. The process is arduous and complex, thus the BP will aim to guide the reader to avoid any possible risks or erros one might commit when going in there unknowingly. The steps described herein is a case study of currently on-going project at a specific company. Therefore, the process is not complete which means the final part of the procedure has not yet gained the approval by the Vietnamese government, and thus hasn’t been proven if it works or not. This part will be reinforced after the case-study company has completed the process. Also, the BP is limited in covering how the company can make the business work successfully once it’s established, and how to make the business more lucrative. This is because the BP was centered only on the procedural part of the company establishment in Vietnam. However, this is an interesting and worthwhile topic to look into, which will make a great next step paper in continuation to this BP.

57

ss n ne ratio e tl Collabo n Kindness e G Fr ien ds Re hi sp C p ec o t ns id er at e

Ryu, Hyejin W it ve Lo

Joyful Cre Artis a t ivit tic y

e ur

as

Ple

Delightful idealist

Courage Pa ss

ion

e tic Jus

When I work, I often like to approach creativite ways. Even though there are a lot of restrictions such as guidelines, compliance. Normally, I need to some time to build trust with people. In company, to collaborate each other well, we need to be considerate and put each others’ shoes. Since i have strong responsibility, i often get stressed/ I always admire artistic people or things. Experiencing beautiful things gives pleasure to me. As I’m getting older, I realized that I missed many opportunities because I didn’t have courage to confront new environments. And I think more passion to do anythings... I’m a kind of idealist. So i think people should be polite and respect people because everyone has human dignity. Due to COVID-19, I often work from home and gained a lot of weight so I envy people who do self-management well.(exercise, etc.)

58

Business Project

Sustainability ra g

cy O pt im

cien

art Sm

ent

Strategy

Effi

n Tra

Inn F l e x ibilit ovati on y Agility w y Ne olog on ati hn rm sfo

e

tec

iz at io n

Co u

Im

vem pro

Sustainability

Harmony Co ll

ect

ab

ora tio

n

sp Re

There are five core digital technologies leading 4th industrial revolution: IoT, cloud computing, big data analysis, artificial intelligence, and robots.In a rapidly changing environment, a lot of companies try to adopt digital transformation using these core digital technologies. Digital transformation enables companies to achieve goals such as creating new solutions, operational excellence, and restructuring business models so that they can eventually survive and achieve sustainable growth. To optimize business process and increase efficiency, the company should adopt smart solution. To transform, the company has flexibility and agility to change structure, system. The company should consider new technologies to set strategies. Eventually, because people and technology exists together, both the company should make harmonized environment for them.

59

iz at io n

Co u

ra g

Sm art

Sustainability

I

ent vem o r Strategy mp

n Tra

Effi c

O pt im

e

Inn Flex ibilit ovati on y Agility w y Ne olog on ati hn rm tec sfo

ien cy

Programmatic Concept Wheel

Harmony Co ll

ect

ab

ora tio

n

sp Re

En vi Ch ron an me ge nt

Operational Excellence

Le Ag arn ili ing ty

HR Development

ct

e sp

Re Collaboration

60

ng ermini Redet R R&

re ctu n ru /st atio m re ltu for Cu rans T

t y en eg m t e y ra ov ienc c i St mpr f f E I Innovation Op P tim Inn roce iza ov ss tio ati T ec N n on hn ew ol og ie s

Executive (Design) Concept Wheel

Overview of Business Poroject with Logic Model After BP - RPA can help improving work efficiency and cost saving.

After BP - To get actual cost saving amount when adopting RPA in various companies

After BP - Actual cost reduction figure in cases

Participants - Various companies

Current BP - A lot of companies has tried digital transformation - Use of RPA has been increasing dramatically recently - What is the benefit of RPA in terms of operational excellence

Inputs

Current BP - Background: Search what kind of digital technologies related with operational excellence exist - Study about RPA - Search definition and history of RPA - Search Market volume of RPA - Research actual cases study - Search who are vendors of RPA and comparison of RPA technologies of each vendors - long-term inititives - Research HR’s initiatives for upcoming years in Digital environment) Outputs

Current BP - Benefits when adopting RPA for companies.

- Successful cases for RPA

Short Term Outcomes

Current BP - Best practice when company implement RPA

Current BP - What company prepare for future

Medium Term Outcomes

Long Term Impact

A study on the impacts of RPA (Robotic Process Automation) technology: focusing on operational excellence through digital transformation There are five core digital technologies leading the Fourth Industrial Revolution: IoT, cloud computing, big data analysis, artificial intelligence, and robots. In today’s rapidly changing environment, many companies have been adopting digital transformation using these core digital technologies.

Digital transformation enables companies to achieve new goals such as operational excellence, new solution creation, and business model reorganization so that they can eventually survive and achieve sustainable growth. Among the digital technologies related to operational innovation, RPA (Robotic Process Automation) technology has recently been in the spotlight and is expected to grow dramatically in the future. This study aims the impact of RPA technology in teams of operational excellence.

To proceed with the study, there are some research should be done. First thing is to find out what kind of digital technologies exist for improving operational excellence. And it needs to research definition and history of RPA and also collect actual cases the companies adopted RPA successfully.

And also comparison among vendors that RPA provide should be analyzed. And it needs to research trend of HR’s initiative for upcoming years especially digital oriented environment. Through the research, iit will be finalized why kind of benefits companies acquired after RPA adoption. And what is the best practice for operating RPA. Furthermore,as long term plan, what companies should prepare for future especially in terms of HRM and company’s culture. There is limitation to get actual amount of cost saving as one of benefits of RPA. But it is expected that it is possible to get rough percentage of cost reduction from impact of RPA.

61

e

ibl

ns

po

Pr of es sio

na

s Re

l

Yi, Soyun

Insightful

I always try to think things with flexibility. And many people easily tend not to listen others so I try my best to be a good listener and understand(Understanding) other people’s certain situation before i insist something. Around working area, I try to keep myself responsible as much as I can when it comes to my duties but not to lose my dignity(Honor). I believe this is professionalism.

When dealing with people, I approach them first with trust and respect not judging them with one simple thing (Neutral)

62

Business Project

Core competence of my company(CEIC) Timely

ng

di

tfu igh

Penet rative

y

Ins

ilit

ab Core competence of my company(CEIC)

Co n

Loyalty si

n

de

ra tio

Trust

l Co

io at r o

b

la

n

on 4 24- port s- e p nd ic t su Ha erv clien s

li Re

l

a Le

servic e Co nsi ste ncy

Cope with challenges and changes from a creative perspective (Creativity) And try to play a role with full responsibility at each one’s position. Better to listen others first before I insist something and act in a way that gives them a sense of trust, And always trust them. Be a professional at what you do. Balance with life and work.

63

Programmatic Concept Wheel

Timely

ng

di

tfu igh

Penet rative

Ins

y ilit Core competence of my company(CEIC)

Co n

Loyalty si

n

de

ra tio

at io

n

Trust

al Lo c

Ac cur acy

rke t Ma

g

sion

an Exp

din Lea

y lit l ua ro Q ont -C

t

How to compete with other vendors

uc

Insightful Pen

etra tion

iz

Timely

od Pr

Si

Platform

m

pl

e

ud

ad

o Cl

op

tio

n

64

io at r o

b

la

l Co

n

Executive (Design) Concept Wheel

on 4 24- port s- e p nd ic t su Ha erv clien s

b lia Re

l

a Le

servic e Co nsi ste ncy

User-friendly

Overview of Business Poroject with Logic Model After BP - Products manager - Front Sales, Database manager, Products manager, Account Manager - From Jan-2021 to Dec-2021 - $ 2M

After BP - Improve bargaining power - Product-related updates - Introduce innovative products and technology to gain sustainable competitive advantage - Revamp products with market feedbacks

After BP - Explore new data sets /trends - Soaring needs for high-frequency data sets

After BP - Cloud based platform - Development of application - Adopting new software - Improving product quality

Current BP - User classification, Ranking Market, Analyze user behaviors

Current BP - Rising adoption of digital market - Increasing application use in database analysis - Lack of standard guidelines for digital market - Strengthening regulations over DB management /copyrights - Threat of new entrants - Threat of substitute products - How to increase revenue with deployment of new strategies

Participants - PD, DM

Current BP - Front Sales, Database manager, Products manager, Account Manager - Marketing Team - Budget: $2M - Period: One Year (Jan-2021 to Dec-2021)

Current BP - Market Analysis (Revenue by Product, Revenue by Application, Revenue by end user, Revenue by Geography) - Understand market dynamics - Analyze and understand market drivers - Analyze and understand market restraints - Analyze market (end users’ needs ) : Feedback - Analyze impact of COVID-19 on the market - Develop market strategies based on analysis - Keep searching niche market to penetrate in

Current BP - Rising adoption of database market - Increasing application use in database analysis - Lack of standard guidelines for digital market - Strengthening regulations over DB management /copyrights

Participants - Sales, AM, PD, DM Inputs

Outputs

Short Term Outcomes

Medium Term Outcomes

Long Term Impact

How to survive over the global competition Currently, Database (Intelligence) Business is facing a growing demand to increase the quality, user satisfaction, and accuracy, due to the growing importance of database. The current market is greatly driven by major database vendors. But the competition is getting tougher and new enterers with a state of the art technology or newly merged entity are also threatening. This business action plans convey 1) Analyze the market shares amongst DB vendors and forecast for various segments for upselling, 2)Understand the competitive intelligence, with product innovations and strategies of major players and 3) Assessment of COVID-19 impact on the industry. So it will derive the strategies how to cope with the diverse market with stiff competitions. This plan will cover how to gain competitiveness and establish strategies to gain a competitive advantage in the market with assuming a budget of $2 M per year.

65

Yu, Byoungwoo Pas s

ion

t us

Tr

g din

en

an de Un

g

sibility

Respo n

din

rst

an

ce

tst

Honor

lig

Di

Ou

Balance

Pleasure Ho

ne

66

sty

e cer

Sin

Business Project

Justice setting through collaboration D

ce en

ili

ge

nc e

or ati o ab

Justice setting through collaboration

lity

Co ll

ibi

tency Consis

ed Cr

Endur ance

n

ti Pa

Justice

Id

lis tic

g

in

ea

d an

st

ut

Objective

O

67

Programmatic Concept Wheel D

e nc

ili

ge

nc e

or ati o Co lla b

lity ibi

tency Consis

ed Cr

Endur ance

n

tie Pa

Justice setting through collaboration

Justice

Id

g

in

ea

lis tic

d an

st

ut

O

Objective

Executive (Design) Concept Wheel D

ce en

ili

wi Col th lab sa o les rat div ion isi on s

nce Endur a

lis tic

ng

a st

i nd

ut

Objective

O

tency Consis

Evaluating contribution level of services

ea

68

nc e

n tio ula alc e c ss ibl roce p

Calculating business cost of main services

Id

ge

ed Cr

ti Pa

Overview of Business Poroject with Logic Model

After BP - Budget team members

After BP - Calculating sales, direct labour and material, MOH, etc.

After BP - Verification by third party

After BP - Enhancing the accuracy of calculation

Current BP - Yu byoungwoo

Current BP - Research previous reports, prepare research frame, designate specific projects to team members

Current BP - Business cost calculations

Current BP - Business cost calculation and further applications resulting from cost analysis

Inputs

Outputs

Short Term Outcomes

Medium Term Outcomes

Current BP - Business cost calculation and further applications resulting from cost analysis Long Term Impact

Business cost and contribution margin analysis in KOTRA 원가분석의 실익이 있는 주요 사업 15개에 대한 원가를 분석하였다. 15개 사업별 매출액, 매출원가를 계산하였고, 간접인건비 및 판관비를 연인원으로 나누어 간접비 배부기준을 설정하였다. 15개 사업별 매출액 및 매출원가를 구분하는 작업은 예산팀 직원들과 함께 진행하였다. 주요 사업에 대한 원가분석을 통해 첫째, 사업별 원가계산 및 원가대비 자체수입 비율을 파악하고, 둘째, 자체수입 비율의 공사 평균값을 제 시하고, 형평성을 고려하여 자체수입 비율의 사업간 조정을 실시하며, 자체수입 비율의 점진적 개선을 유도하여 장기적으로 공사의 재무건 전성을 제고하고자 한다. 셋째, 신규사업 추진 시 원가 및 적정 자체수입 비율을 제시하여 서비스에 대한 과금이 체계적으로 이루어지도록 유도한다. 넷째, 각 사업의 정책적 중요도를 감안하여 자체수입 비율(국고보조 비율)을 조정하는데에도 활용할 계획이다. 동 프로젝트는 약 6개월간 진행되었고, 매년 동일한 프로젝트를 진행하여 차년도에 각 부서에서 활용할 수 있도록 공지할 계획이다. 또 외부 회계법인을 통한 검증을 강화하고 원가계산 방식을 더욱 점교하게 다듬는 작업도 필요하겠다.

69

A LETTER TO MY STUDENTS

To my students, Hello, ladies and gentlemen.

How was the Design Management class held as the last class of the year and the last class of this program? Based on what I learned 9 years ago, I wanted to convey to you my thoughts and experiences on how I can actually use Design Management. I hope this intention has been properly conveyed to you. When I was thinking about the right direction as an instructor of a master’s course for practical work, not a master for research, I wanted to let you learn how to actually use it, rather than filling the class with lectures on academic content that are familiar to me.

Last but not least, Design Management is to help comprehensive analysis through Visualization and to help preliminary inspection before execution through Materialization. In this process, you should establish a set of criteria that customized priorities of various values according to each project. It is to foresee your project according to the set of criteria to maximize the efficiency and efficiency of your project management. I introduced various tools in class, but due to time relations, we could not review in detail how to use each tool. If you have a tool you need, learn the tool through each link, but there is no principle that you must absolutely use any tool, and you can use a customized combination according to your project. Finally, while making this book, I wanted to value the time you spent in my class.

70

I have gained and achieved a lot through this program. I hope that all of you who are nearing graduation will also gain valuable experiences that I have gained. During the last three semesters, you have been working very hard. You deserve this achievement of graduation.

Have a good winter break, and congratulations on your graduation in advance.

Thank you for being with me this semester.

All my best, Jinoh Park, Instructor

COURSE COURSE REFERENCE MATERIAL

Cooper, R., Junginger, S., & Lockwood, T. (2011). The handbook of design management (English Hardeware ed.).

Berg Publishers.

Smartphone (IOS | Android) Design Management Institute https://www.dmi.org/ Laptop Hands, D., Ingram, J., & Jerrard, R. (2002). Design Management Case Studies. Routledge.

Harvard Business Review https://hbr.org/ Software Jeong, G. (2018). Design Managment | Dynamics. ahn graphics publishers.

Adobe Photoshop Jeong, G.(2018). Design Management | Essence. ahn graphics publishers.

LUMA Institute https://www.luma-institute.com/ Mobile Application Magazine B https://magazine-b.co.kr/ Adobe Capture (App Store | Google Play) Martin, R. (2009). The Design of Business. Harvard Business School Press.

Verganti, R. (2009). Design-Driven Innovation. Harvard Business School Press.

Website Adobe Color (https://color.adobe.com/create) Google Slides (https://www.google.com/slides/) Google Drive (https://www.google.com/drive)

71

Master of Business Administration | Seoul School of Integrated Sciences & Technologies Executive Master of Buiness Administration | Aalto University 2019-1 Semester

2020-1 Semester

Strategic Management

Strategic Human Resource Management

Capstone Module

Blockchain Mechanism

Operations Management

Economics for Executives

Risk Management

Strategic Brand Management

Financial Accounting and Analysis of Financial Statements

Personal and Organizational Leadership

Corporate Valuation & Investment Alternatives

Creativity and Business Innovation Strategic Marketing Management in China

Management Accounting and Control Global Marketing

Intellectual Property Strategy for Global Innovation

Digital Technology Management with Artificial Intelligence

International Business Contract

2020-2 Semester Management of Technology

Behavioral Economics for Managers

Statistics & Decision Models

New Venture Startup

Leading Innovation for Business Growth

Management of Information Technology

Management Model Building

Intellectual Capital Management for Entrepreneurs

Design Management

Topics in Global Investing

Digital Transformation

Operations Management

In Design Management course, students have the opportunity to integrate Design and Management further. Design as a core business process supports multiple activities such as operations, marketing, human resource management, etc. This course aims to allow students to recognize the role of Design in Management and discover their insights in integrating Design and Management.