Hwangbo, Hyunwook (2013) Two worlds : design relativity in the complex world. In: Crafting the future:10th European Academy of Design Conference, 2013-04-17 - 2013-04-19, University of Gothenburg.
2013_EAD_conf._two_worlds_design_relativity.pdf - Accepted Version
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Abstract
This paper proposes that there could be ‘relative’ meanings of design in organizations, according to the different national cultures in which the organizations predominantly reside, due to the different organizational vocabulary that is used in the design of a ‘complex product’. The paper suggests that under complex conditions, different meanings of design according to national cultures could influence, not only the development of an organization, but also the design of these complex products. The author contends that much research on the meaning of design and its use in design-led innovation takes a Western perspective; however this paper discusses how different national cultures influence the construction of product design and how different national cultures could influence the meaning of design in complex organizations. This is achieved by examining a case study in Samsung, which has been involved in a global dispute regarding its product design patents with Apple. This paper explores how this lens might help to understand how design-led innovation is viewed differently and how the resulting product design is influenced by national and derived organizational cultures.