Customers want to purchase psychological and sociocultural experiences, not just observing products and their functions. Design-driven innovation with breakthrough technologies guide them to the world of compelling experiences. Leading companies in the global market valued the role of designers and viewed design as an overall corporate management strategy. In the era of the Fourth Industrial Revolution, researchers suggest that technology- and emotion-based evaluations should be applied. South Korea, while renowned as a high-tech country with rich advanced technology and large scale R&D, lags behind global companies in brand competitiveness. This project will discuss problems and opportunities of strategic design and innovation practices from Korea originated B2C companies with experts from IT, design and advertising industries. It also looks into the new normal and the trend of consumer communications in this era. Lastly, it aims to create a design led innovation framework which is suitable for the business infrastructure of Korea, developed with opinions and evaluations delivered from experts.

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