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CASE APPLICATION Designing Superior Design Teams

Samsung Designing Superior Design Teams

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Page 1: Samsung Designing Superior Design Teams

CASE APPLICATION

Designing Superior Design Teams

Page 2: Samsung Designing Superior Design Teams

INTRODUCTION

The case is about Samsung Electronics, the most globalized and profitable consumer electronic company.

In 1930s, Samsung Group was founded as a trucking company and became one of several large conglomerates in the 1960s.

Page 3: Samsung Designing Superior Design Teams

Though Samsung Electronics is now on the top, but Kim Byung Cheol, a senior executive, is worried about his company’s future because Samsung lacks originality.

It is necessary for them to become innovators in order to survive and stay on the top in the forthcoming period. And for this, they underwent many changes.

Page 4: Samsung Designing Superior Design Teams

In order to make changes in them, the very first thing he did was the investment of $40 billion on R&D department.

They also doubled the number of product and design researchers from 13900 to 32000.

Development of Digital Research Centre-hiring 5000 employees, 150 being foreigners.

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Improvement in product design was also an important component of Samsung’s future strategies.

Even the designers have been divided into small teams, each team consisting of four to five members of specialty areas and level of seniority

Samsung has even given up its corporate traditions, everyone - even the younger staffers are encouraged to speak and challenge the seniors.

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Team members work as equals.

No dress codes.

All this has helped Samsung emerge as an innovative design leader and it is positioning itself to continue its successful brand strategies.

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DISCUSSION QUESTIONS Q.1 Using Exhibit 15-3, describe

Samsung’s approach to managing its design teams.

ANS. EXTERNAL CONDITIONS IMPOSED ON GROUPS

The external conditions include organization’s strategy, authority relationship, formal rules and regulations etc.

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Samsung also imposed external condition on the group that was organization’s strategy which was to improve R&D capabilities and the product design as well.

GROUP MEMBER RESOURCES The resources include member’s ability,

knowledge and skills. Samsung doubled its number of employees from 13200 to 32000 which definitely increased group member resources.

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GROUP STRUCTURE Samsung also divided the designers into

smaller teams, each team consisting of four to five members of specialty areas and level of seniority.

GROUP PROCESS The group processes are concerned with

the processes that go on within a work group.

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There were no dress codes and team members worked as equals. Everyone was allowed to speak up and challenge their seniors, at Samsung.

GROUP TASKS Here in case of Samsung, the task, of

the group made, was to search and develop innovative products and designs, so that Samsung could bring originality to its work.

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PERFORMANCE AND SATISFACTION If the tasks are fully performed

according to the requirements, the company along with the employees are satisfies.

Greater the level of performance, greater will be the level of satisfaction.

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Q.2 Suppose Samsung decided to use work teams at its new Digital Research Center. Describe the types of issues managers might face in managing these teams. What could they do to ensure that these teams experience the kinds of successes that the design teams have.

Ans. Work team is basically a group whose members intensely on a specific, common goal using their positive synergy, individual and mutual accountability, and complementary skills.

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DIFFERENT ISSUES THAT MANAGERS MIGHT FACE

Communication problem. Management conflict. Conflict among members. Unclear roles or jobs. Lack of coordination, skills and

motivation etc.

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TO ENSURE SUCCESS The managers should emphasize on

communication, coordination and motivation.

The managers should avoid conflicts within themselves.

There should be clear assigning of tasks and jobs.

Respect within the team should be maintained.

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Q.3 It’s your chance to be creative! Think of a team building exercise that would help these work teams achieve one of the characteristics of an effective team (use Exhibit 15.11). Describe the characteristics you chose and describe the exercise you would use to help a team develop or enhance that characteristic.

Ans. There are nine characteristics of an effective team. Among those nine characteristics, I chose Good Communication.

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GOOD COMMUNICATION(DESCRIPTION OF CHARACTERISTIC)

Communication is the basic necessity in our everyday life.

Communication is the foundation of all relationships.

Similarly communication is also a lifeblood for a successful team.

Issues in team cannot be dealt with without the communication.

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EXERCISE I would improve the communication by

creating an organizational environment with opened doors for everyone for the purpose of sharing and participative management.

I would encourage the team members to speak up their thoughts, ideas, recommendations and even complains etc.

I would ask all the managers to share their ideas and conflicts in order to overcome them.

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The managers should not wait for only the employees to reach them. Instead they should also approach them for communicating any information, news, feedback etc regarding any matter.

Communication can be enhanced also by using written tools of communication.

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Q.4 What could other managers learn about managing teams from Samsung’s successes?

ANS. Creation of effective teams is

necessary to get the desired result.

Managers can also learn that it is necessary for any manager to understand the different cultural characteristics its members posses

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Managers can also learn that for success of a group, its proper structuring is must.

Activities that are carried out within the group are also determinants of success of a group.

Other managers may also learn to entrust employees.

Manager’s roles like promoting communication, motivating employees, developing their capabilities can also be learnt by other managers.

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Short Summary On What Managers Can Learn From The Case

This case exhibits the importance of groups and teams in the success of an organization. This case teaches other managers the fact that teams, if not effective, cannot achieve team’s goal. It is necessary for any organization to create an effective team, for any specific purpose, in order to get the desired result.

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Importance of clear strategy. Importance of effective teams. Importance of group structures, group

processes. They may also learn about the fact

that external condition influences the efficiency and affectivity of a group or team.

Managerial roles.

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THE END…