How Samsung Became a Design Powerhouse
Samsung Electronics Company Ltd. is used to illustrate the development of a design-focused culture. The firm fostered designers with strategic-thinking skills, who were able to apply innovation tools to the issue of resistance: visualization, empathy, and market experimentation. Design teams were also established to address different segments of the future, from near-term to a decade from the present. These teams include line-up design, which shapes company offerings; archetype design, which plans for new offerings; next-generation design, which evaluates new business investment plans; and future design, which focuses on new business concepts.