The Design Strategy of Hyundai-Kia Motors: A Historical Research on the Nature and Evolution of Customer Value Creation

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K03698
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Management
• Research Institution: Ritsumeikan University
• Principal Investigator: CHOI EUGENE 立命館大学, テクノロジー・マネジメント研究科, 教授 (20589725)
• Co-Investigator(Kenkyū-buntansha): 延岡 健太郎 一橋大学, 大学院商学研究科, 教授 (90263409)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: 現代・起亜自動車 / 韓国自動車メーカー / デザインマネジメント / プロダクトデザイン / 顧客価値 / グローバル戦略

Outline of Final Research Achievements

Hyudai-Kia Motors' capability development in the specific perspective of design management such as exterior and interior styling was the essential focus of this research. This intended to bring in a new insight to our understanding of the significance of design management as a vital strategic resource in global perspective. A historical analysis of this scholarly investigation in the particular case of the South Korean latecomer was conducted, and the result was published as, Eugene Choi (2015) "Hyundai's Dynamics of Styling-Driven Capability Development: A Historical Analysis of the 1970s-1990s, International Journal of Automotive Technology & Management, Vol.15, No.3, pp.292-310. The implication of Choi's work also involved with the theoretical furtherance of Nobeoka's SEDA framework (Science-Engineering-Design-Art), and the next potential of this research would be explored in comparative historical analyses of Japanese-Korean automotive manufacturers' cases in design management.

Free Research Field

経営学