My main research interest is related to the management of research & development, product design and innovation with regards to new product development, organizational cultures for creating new product, and national cultures influencing the organizational cultures. More specifically, my research focuses on the influence of national culture on organisational culture, and how this impacts upon creativity in NPD. My research interests are inspired by my academic background; management studies earned for BA and two MA degrees in Design in Korea and in Design & Branding strategy in the UK, respectively, and practical experiences; as an experienced marketer who was in charge of product development, brand management and organization change management in large global firms.
My research therefore aims to identify how approaches to product design differ nationally by examination of organizational culture through comparative studies between Eastern organizations and Western. Through the prospective findings that there are ‘relatively’ different national cultures between West and East, it will help to understand that the values to design complex product in the different nations is different and it shapes different resulting product design. This research, therefore, contributes to opening new perspectives for academics and practitioners in the field of R&D management, designers, and project managers who work for large manufacturers performing in global business circumstances.
Publications
Hyunwook Hwangbo (2013) Two Worlds: Design Relativity in the Complex World, proceedings form the 10th European Academy of Design Conference of Sweden, Gothenburg (Conference Paper)
Hyunwook Hwangbo (2006) The Design Research on Facade in Corporate Commercial Space Identity, Journal of Korean Society and Design Science, Vol. 19 (1), pp. 39-48 (Journal Paper, Language: Korean)