This sheds some light on the emphasis Samsung places on design and the initiatives it has developed to promote design across all its affiliates.
“Design Leadership Award” 2004
Background information on the Winner
Lee Kun-Hee
Chairman and Chief Executive Officer
Samsung
Lee Kun-Hee’s Vision for Design
“Intellectual assets will determine a company's value in the 21st century, the ‘era of culture.’ The age when companies simply sell products is over. In the new era, enterprises have to sell their corporate philosophy and culture. An enterprise's most vital assets lie in its design and other creative capabilities. I believe the ultimate winners in the 21st century will be determined by these skills.”
Leadership Philosophy of Lee Kun-Hee
In 1993, Chairman Lee Kun-Hee presented a blueprint for Samsung’s global success in the 21st century with his manifesto of “New Management” that encompasses intellectual capital, organisational creativity, technological innovation and employee empowerment as the key strategies for Samsung’s profitable growth in an era of unbridled global competition.
The implementation of “New Management” began by encouraging individual employees to first make changes within themselves, striving to care more for others and to behave ethically. Today, performance at Samsung is measured in qualitative rather than quantitative terms. International competitiveness is an overriding objective, achieved through the multi-faceted integration of facilities as well as the development of global information systems. Samsung’s ultimate goal is to achieve quality-of-life improvements worldwide by succeeding as a top-tier enterprise in the 21st century.
As Samsung expands its global presence and recognition, it has not lost touch with its roots in Korea. Samsung continues to be a leading influence and major supporter of the Korean economy, society, and culture.
Although Samsung-affiliated companies are spread over a range of industries and operate independently, they share the same overall management philosophy, code of conduct and corporate identity. Chairman Lee is responsible for determining the long-term vision and strategic direction for the group, while Chief Executive Officers of each affiliate have the responsibility for autonomous decision-making on ordinary business issues.
Samsung aims to grow the businesses of the group to about US$224 billion in sales by 2010, with gross income of around US$25 billion. Total assets are expected to exceed US$280 billion.
Milestones & Achievements in Design Leadership
Mar 1993:
- Announces 2nd phase of Samsung’s “Second Foundation”
- Samsung adopts new CI
Jun 1993:
- Announces Samsung’s “New management” initiative (switching priorities from quantity to quality)
- Samsung Design Membership Program launched: A program to support the rapid recruitment and training of topnotch designers
Mar 1995:
- Samsung Art & Design Institute (SADI) established: A public design training institution established in a joint program with the US-based Parsons School of Design to broaden the pool of Korean design talents (fashion design and communication design).
Sept 1995:
- Innovative Design Lab of Samsung (IDS) established: Prominent designers from overseas are invited to teach its year-long full-time program for cultivating designers in-house for the Samsung Group (design of various products, to include automobiles and multimedia devices).
Jan 1996:
- The “Year for Design Innovation” announced group-wide: Design training is provided to top management to foster a design mindset and to expand the design base.
Jun 1996:
- Design concept guidelines for Samsung and a master plan established.
Dec 1997:
- The Samsung Design Awards instituted (The best designers in the group are selected and honored each year.)
Dec 2000:
- Chairman Lee awarded Korea Design Management Prize; Samsung designated “Best Design Management”
Mar 2001:
- Design Management Center established for CEOs: Design Committee of CEOs is organised.
Jul 2003:
- Comparative exhibit of leading products held (annually): Samsung Electronics product designs are benchmarked; in-person inspections elevate awareness of design importance.
May 2004:
- Chairman Lee selected among the 20 “Masters of Design” by Fast Company magazine in the US.
Oct 2004:
- Second phase of the “Samsung Design Revolution” announced: Design improvement approaches are established to surge forward as one of the very best design organisations in the world.
