Exploring the value of design.

Dr Edward Hyunwook Hwangbo

(Researcher) Research Officer

pdr, Cardiff Metropolitan University

His main research areas are design management and innovation, specifically focused on: organisational approach to managing design and organisational framework at the large organisational level for design-driven innovation in a digital age.

He completed his PhD in Design Management at Lancaster University with case studies on global large digital tech companies’ organisational cultures including Samsung, Google, Sony and so on. The project is funded by the Research and Management Association (RADMA) UK, Research and Development Management Doctoral Studies Awards 2013/14. He holds two Masters related to design studies, in Design and Branding Strategy at Brunel University London, and in Environmental Design at SungKyunKwan University(SKKU) Seoul South Korea. He studied business and management and English literature and linguistics at SKKU for his BA.

Prior to his academic career, he worked as a marketer at a couple of global large companies in South Korea, at POSCO, the fourth largest steel maker and Kumho Tyres, one of the biggest tyre suppliers in the world. He engaged in a wide range of industrial projects related to new product development, design and brand management, innovation and organisational change management at those organisations.