My research interests cover creative product development for innovation, organizational culture for creative ideas, and national cultures influencing creative organizational culture. Those are driven by my academic background and practical experiences.
After completing business management in undergraduate and design studies specialsing branding in design postgraduate school in Korea, I have had a several chances to perform innovation and branding-related projects at a few Korean enterprises in sectors of automotive and steel industries.
While working at one automobile parts company in Korea (tyre company! yes, rubber) I participated in several projects related to 'building global corporate brand identity strategy and 'external brand communication planning' including international consumer research , evaluating brand index and price index to enhance their brand equity, mainly focusing on USA, Europe and Asia pacific market in collaboration with Monitor group, AC neilsen and Landor associates.
After experiencing in the tyre maker for a few years, I completed master in design and branding strategy, Brunel university in UK. On the basis of researches on design and branding strategy for B2B indusrty, I was able to be responsible for 'internal brand communication planning for brand management' and 'organizational change management' for consumer-centeric marketing strategy projects in a top Korean steel manufacture (yes!! steel, not pretty goods) cooperating with global strategic consultancy, booz & Co.,.
However, regardless of industries or their products, those projects have always challenged to overcome certain organizational cultures for developing 'mainstream products' and their innovation within certain organizational cultures.
Therefore, I come up with a few questions for my following research : 'Why are those enterprises seeking innovation often failed to be changed? Is it related to organizational culture matters? Is it extended organizational matters related to not only orgnizational culture but also national culture? How are creative ideas and innovative products associated with social-environment context?